{"id":11293,"date":"2024-03-07T12:40:58","date_gmt":"2024-03-07T11:40:58","guid":{"rendered":"https:\/\/www.efidem.com\/?p=11293"},"modified":"2026-02-05T19:04:43","modified_gmt":"2026-02-05T18:04:43","slug":"email-deliverability-marketing-practices","status":"publish","type":"post","link":"https:\/\/www.efidem.com\/en\/blog\/2024\/03\/07\/email-delivrabilite-pratiques-marketing\/","title":{"rendered":"Email Deliverability"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"11293\" class=\"elementor elementor-11293\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ddc7c43 e-flex e-con-boxed e-con e-parent\" data-id=\"6ddc7c43\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d07255c elementor-widget elementor-widget-image\" data-id=\"d07255c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"180\" height=\"180\" src=\"https:\/\/www.efidem.com\/wp-content\/uploads\/2020\/09\/efidem_new_logo.png\" class=\"attachment-large size-large wp-image-2439\" alt=\"deliverability\" srcset=\"https:\/\/www.efidem.com\/wp-content\/uploads\/2020\/09\/efidem_new_logo.png 180w, https:\/\/www.efidem.com\/wp-content\/uploads\/2020\/09\/efidem_new_logo-150x150.png 150w\" sizes=\"(max-width: 180px) 100vw, 180px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cefa43e elementor-widget elementor-widget-text-editor\" data-id=\"1cefa43e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h1 class=\"wp-block-heading\">Email Deliverability: 5 levers for reaching the inbox<\/h1>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Visit <strong>email deliverability<\/strong>\u00a0refers to the ability of a message to be delivered correctly in the <strong>inbox<\/strong> to the recipient\u2019s 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\u00a0<a href=\"https:\/\/www.cnil.fr\/fr\/reglement-europeen-protection-donnees\" target=\"_blank\" rel=\"noopener nofollow\">CNIL<\/a>. Try us on our <a href=\"https:\/\/www.efidem.com\/en\/emailing-software\/\">emailing software<\/a>.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>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!<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:separator --><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p><!-- \/wp:separator --><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">What is email deliverability?<\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Visit <strong>deliverability<\/strong> is not limited to the technical acceptance of the email by the servers<a href=\"https:\/\/fr.wikipedia.org\/wiki\/Simple_Mail_Transfer_Protocol\" target=\"_blank\" rel=\"noopener nofollow\"> SMTP<\/a>\u00a0(what the delivery rate measures). It is concerned with arrival <strong>effective email in main inbox<\/strong> of the recipient following the numerous checks carried out by the server receiving your e-mails.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>It depends on a number of technical and behavioral criteria, including :<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:list --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\"><!-- wp:list-item --><\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>sender's reputation<\/strong> (domain, IP)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>quality of the contact database<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>content<\/strong> emails<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>authentication protocol settings<\/strong> (SPF, DKIM, DMARC)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Respecting <strong>anti-spam rules<\/strong> and <strong>RGPD<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- \/wp:list --><!-- wp:separator --><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p><!-- \/wp:separator --><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Why does email deliverability impact your email campaigns?<\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Poor deliverability can drastically reduce :<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:list --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\"><!-- wp:list-item --><\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>opening rate<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>click-through rate<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li>Visit <strong>return on investment<\/strong> your campaigns<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- \/wp:list --><!-- wp:paragraph --><\/p>\n<p>But beyond the figures, it also affects the <strong>customer relationship<\/strong>. If your emails aren't reaching your customers \u2014 whether they're order confirmations, important alerts, or\u00a0<a href=\"https:\/\/www.larousse.fr\/dictionnaires\/francais\/newsletter\/10910876\" target=\"_blank\" rel=\"noopener nofollow\">Newsletters<\/a>\u00a0\u2014, this creates frustration and damages trust in your brand.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:separator --><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p><!-- \/wp:separator --><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">5 best practices for improving email deliverability<\/h2>\n<p><!-- \/wp:heading --><!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">1. Look after your reputation as a sender<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Use <a href=\"https:\/\/www.ovhcloud.com\/fr\/learn\/what-is-ip-address\/\" rel=\"nofollow noopener\" target=\"_blank\">IP addresses<\/a> and dedicated domains if possible. Monitor your reputation via tools like <strong>Google Postmaster Tools and tools for testing deliverability.\u00a0<\/strong>Do not abuse mass mailings and limit sudden spikes.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">2. Clean up your contact database regularly<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Remove invalid addresses, hard bounces and inactive contacts. Never buy e-mail databases: they damage your reputation and expose you to complaints.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">3. Configure SPF, DKIM and DMARC protocols correctly<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>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.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">4. Avoid spam filter triggers<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>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.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">5. Send relevant content, at the right pace<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>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.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:separator --><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p><!-- \/wp:separator --><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">In conclusion: deliverability and customer relations go hand in hand<\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Improving email deliverability means maximizing the <strong>reach your messages<\/strong> and strengthen <strong>customer loyalty<\/strong>It's crucial for all your communications. This ongoing work requires the right tools, responsible practices and constant monitoring.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>At <a href=\"https:\/\/www.efidem.com\/en\/efidem-software-saas\/\"><strong>Efidem<\/strong>,<\/a> we support our clients in optimizing their email deliverability with proven technical solutions, infrastructure compliant with best practices, and a <a href=\"https:\/\/support.efidem.com\/support\/home\" rel=\"nofollow noopener\" target=\"_blank\">support<\/a> custom-made.<br \/><strong>An e-mail that arrives is a link that grows stronger.<\/strong><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:separator --><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p><!-- \/wp:separator --><!-- wp:paragraph --><\/p>\n<p><strong>Target keywords :<\/strong>\u00a0email deliverability, inbox, improving email campaigns, spam filters, sender reputation, SPF DKIM DMARC, customer relations, <a href=\"https:\/\/www.initiation-marketing.com\/email-marketing\/\" rel=\"nofollow noopener\" target=\"_blank\">email marketing<\/a>.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-543c550 elementor-widget elementor-widget-heading\" data-id=\"543c550\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Thanks for reading!<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6cc8845 e-flex e-con-boxed e-con e-parent\" data-id=\"6cc8845\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66685b5 elementor-widget elementor-widget-image\" data-id=\"66685b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/12\/email-envelope-message-timer-schedule-time-svgrepo-com.svg\" class=\"attachment-large size-large wp-image-13032\" alt=\"Email Deliverability\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Email deliverability refers to the ability of an email to be successfully delivered to the recipient's inbox, without being blocked by spam filters or the email provider's security systems.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[56,92,46],"tags":[87],"class_list":["post-11293","post","type-post","status-publish","format-standard","hentry","category-glossaire-marketing-digital","category-delivrabilite","category-email-marketing","tag-delivrabilite"],"acf":[],"modified_by":"@Efidem_csm","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/11293","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/comments?post=11293"}],"version-history":[{"count":47,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/11293\/revisions"}],"predecessor-version":[{"id":19030,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/11293\/revisions\/19030"}],"wp:attachment":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/media?parent=11293"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/categories?post=11293"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/tags?post=11293"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}