Transactional emails are arguably the most important and impactful messages being sent to your customers because they are an expected and desired communication. Oftentimes, customers are actually waiting to receive email from you. Such is the case when it comes to password reset or recovery messages. Think about it. A user comes to the site ready to engage, but forgets their login credentials. They click the link that walks them through your recovery steps and upon hitting the submit button, they expect to receive an email from you with password instructions instantaneously. They immediately zip over to their inbox and eagerly wait for your message to pop up. But what if it doesn’t? That undelivered email results in a frustrated customer who now finds it hard to access your site and annoyed that they must now find an alternative. Depending on the need or urgency, your user may try again or simply move on. For instance, a banking customer may attempt the recovery process again or call customer service if they are unsuccessful because they have a monetary issue to resolve right away. However, a coupon, news or other lifestyle web application might find that they have just lost a customer to a competitor that is easier to access on the fly. While numerous factors play into the willingness of a customer to try and try again, the fact is that they shouldn’t have to. No matter what business you are in, providing easy access to the customer’s account should be top of mind. Therefore, you should do three key things to ensure your password reset emails always make it through: 1. Closely monitor the mailstream that sends login credentials to ensure you are experiencing high delivery rates. If not, find out the reasons why and fix them right away. 2. Consider sending login credentials over a separate IP address. Even a small dip in your delivery rate can lead to low usage, engagement and customer satisfaction which will ultimately affect renewals. With a dedicated IP, you can closely manage your reputation and ensure 100% delivery every time. 3. Finally, ensure that mailstream is properly authenticated for security and deliverability optimization. Phishers could be pretending to be your brand which will affect how ISPs treat your email. By helping ISPs identify you as a sender, you will save yourself a lot of headache in the long run. Also consider the customer service costs incurred from phone calls and support emails. Poor delivery of login credentials could be costing you more than you think.