Email Deliverability: 5 levers for reaching the inbox
Visit email deliverability refers to the ability of a message to be delivered correctly in the inbox to the recipient’s inbox, without being blocked or redirected to the spam folder. This is a fundamental challenge for any business that uses email as a communication channel, whether for marketing, support, or notifications. At Efidem, our expertise enables you to deliver 100% of your messages to the inbox, provided that the messages sent comply with all necessary rules and the requirements of the CNIL. Try us on our emailing software.
An email that isn't delivered is a message that doesn't exist in the customer's eyes, a message that will create internal and external tensions and give your organization a bad reputation. To guarantee the effectiveness of your campaigns, you absolutely must master the factors that influence deliverability. In a way, you have to work, make an effort to warm up your mailbox!
What is email deliverability?
Visit deliverability is not limited to the technical acceptance of the email by the servers SMTP (what the delivery rate measures). It is concerned with arrival effective email in main inbox of the recipient following the numerous checks carried out by the server receiving your e-mails.
It depends on a number of technical and behavioral criteria, including :
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- Visit sender's reputation (domain, IP)
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- Visit quality of the contact database
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- Visit content emails
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- Visit authentication protocol settings (SPF, DKIM, DMARC)
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- Respecting anti-spam rules and RGPD
Why does email deliverability impact your email campaigns?
Poor deliverability can drastically reduce :
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- Visit opening rate
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- Visit click-through rate
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- Visit return on investment your campaigns
But beyond the figures, it also affects the customer relationship. If your emails aren't reaching your customers — whether they're order confirmations, important alerts, or Newsletters —, this creates frustration and damages trust in your brand.
5 best practices for improving email deliverability
1. Look after your reputation as a sender
Use IP addresses and dedicated domains if possible. Monitor your reputation via tools like Google Postmaster Tools and tools for testing deliverability. Do not abuse mass mailings and limit sudden spikes.
2. Clean up your contact database regularly
Remove invalid addresses, hard bounces and inactive contacts. Never buy e-mail databases: they damage your reputation and expose you to complaints.
3. Configure SPF, DKIM and DMARC protocols correctly
These authentication mechanisms guarantee that your e-mails are actually sent by you. They reinforce the trust of mail servers and reduce the risk of forgery.
4. Avoid spam filter triggers
Don't overload your emails with words like "free", "promo", "urgent". Limit the use of capital letters, exclamation marks or images without text. Use a light, readable HTML format.
5. Send relevant content, at the right pace
To send relevant content, segment your mailings according to the interests and behaviors of your recipients. Respect reasonable frequencies to avoid unsubscribes or being marked as spam.
In conclusion: deliverability and customer relations go hand in hand
Improving email deliverability means maximizing the reach your messages and strengthen customer loyaltyIt's crucial for all your communications. This ongoing work requires the right tools, responsible practices and constant monitoring.
At Efidem, we support our clients in optimizing their email deliverability with proven technical solutions, infrastructure compliant with best practices, and a support custom-made.
An e-mail that arrives is a link that grows stronger.
Target keywords : email deliverability, inbox, improving email campaigns, spam filters, sender reputation, SPF DKIM DMARC, customer relations, email marketing.
Thanks for reading!
