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 of the recipient, without being blocked or redirected to the spam folder. This is a fundamental issue for any company 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 you send comply with all the necessary rules. Try our emailing software.
An email that isn't delivered is a message that doesn't exist in the eyes of the customer, a message that will create internal and external tensions and give your company a bad reputation. To guarantee the effectiveness of your campaigns, you need to master the factors that influence deliverability.
What is email deliverability?
Visit deliverability is not limited to the technical acceptance of the email by the servers (as measured by the delivery rate). It also looks at the 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 don't reach your customers - whether they're order confirmations, important alerts or newsletters - it creates frustration and damages trust in your brand.
5 best practices for improving email deliverability
1. Look after your reputation as a sender
Use dedicated IPs and domains where possible. Monitor your reputation with tools such as Google Postmaster Tools. Don't overdo mass mailings, and limit sudden peaks.
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 EfidemWe help our customers optimize their email deliverability with proven technical solutions, best-practice infrastructure and customized support.
An e-mail that arrives is a link that grows stronger.
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