Would you like to know more about how to optimise your deliverability?
That's what follows right below! ⬇️
To begin with, what is deliverability? It's the path your precious email takes before it reaches its destination.
In particular, it must pass through several spam filters that check that your address is not blacklisted, analyse your email content or check that your previous mailings have been successful.
Several factors directly influence deliverability: domain reputation and domain authentication.
1/ The reputation of your domain name
What is a domain name? In simple terms: the domain name is comparable to your postal address on the Internet. It is the way your customers will find your website on the web. It is also present in your e-mail address, it is the name that appears in your address after @.
Let's focus now on domain reputation, which is related to how you will send your emails. To dig a little deeper, it is influenced by five factors:
🎨 Email format
Emails in text format are more likely to land in a main inbox while emails in HTML format are more likely to end up in the "promotion" tab for example.
The HTML format offers you multiple possibilities in terms of design. However, the use of heavy or badly coded tags diminishes your reputation.
The text format offers you better deliverability: it's up to you to rely on quality writing to make the difference!
Your interlocutor decides to report you by placing your e-mail in his "spam", woe !
Let's put things in context: your recipient, the person at the centre of your campaign, rejects your email. Highest alert.
Joking aside, the degree of trust in this action is very important as it is a human action, therefore: the higher your complaint rate the worse your reputation is.
🙅 Bounce rate
The bounce rate is the proportion of emails that did not reach the recipient, due to an address error...
A high bounce rate means that a large proportion of your emails did not reach all of your recipients, so it is detrimental to your deliverability and your reputation.
Blacklists are directories of IP addresses that have been identified as "spammers" by the various Internet Service Providers (ISP).
This means that if your IP address is blacklisted, your domain name is too! This will strongly affect your deliverability...
In doubt? Check that your IP address and domain name are not listed in one of them with this tool!
- You're not blacklisted? congratulations 🎊
- Bad luck, the test turns out to be positive ...
For your information, each blacklist has its own procedure for requesting removal. The next step is to contact the ISP and ask them if they are willing to remove you from their "spammers" list.
2/ Domain authentication
Authentication is essential to the smooth delivery of your emails and works like a license plate.
It provides a traceable identifier that proves to email providers and your recipient's ISP (Internet Service Provider) that you are a legitimate sender. It also helps control spoofed addresses.
In a nutshell: When an email provider performs "domain authentication" they want to verify that the email is coming from you and not someone else.
To set up your authentication, you will need the :
👉 SPF (Sender Policy Framework)
An email validation system designed to prevent spam and limit spoofing by verifying your IP address.
👉 DKIM (Domain Keys Identified Mail)
An authentication technique that ensures that the domain name has not been spoofed. It protects senders and their recipients from spam, forgery and phishing.
Once set up, you will notice a significant improvement in the deliverability of your emails!
3/ The content of the email
The content of your email is also scrutinised: ISPs (Internet Service Providers) analyse the structure and content of your emails for example.
Remember, certain keywords can cause your emails to be spammed, but this is not the only factor to consider. External links and the weight of your email also affect your deliverability:
🔗 External links
Spam filters check the URLs of your links: if they send your recipient to a domain name with a bad reputation, you will be penalized...
⚠️ The weight of the email
An email that is too heavy is much more likely to end up in the "spam" box. The weight should ideally be around 500 kb and not exceed 1000 kb. Therefore, pay attention to the weight of your images in your emails and to the text/image ratio: It is recommended to have a ratio of 60%/40%.
... Deliverability has no more secrets for you! Make good use of it... We hope you enjoyed this article. Stay tuned, more tips coming soon on the blog!