{"id":13293,"date":"2025-05-15T15:30:39","date_gmt":"2025-05-15T13:30:39","guid":{"rendered":"https:\/\/www.efidem.com\/?p=13293"},"modified":"2026-02-05T18:16:42","modified_gmt":"2026-02-05T17:16:42","slug":"email-delivery","status":"publish","type":"post","link":"https:\/\/www.efidem.com\/en\/blog\/2025\/05\/15\/delivrabilite-email\/","title":{"rendered":"Email deliverability: marketing and technical tips 2025"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"13293\" class=\"elementor elementor-13293\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-289ffe57 e-flex e-con-boxed e-con e-parent\" data-id=\"289ffe57\" 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-4d04c0ad elementor-widget elementor-widget-text-editor\" data-id=\"4d04c0ad\" 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<p>Email deliverability starts with solid foundations, including a valid sending address and a <a href=\"https:\/\/support.efidem.com\/support\/search?term=dkim\" rel=\"nofollow noopener\" target=\"_blank\">well-configured domain<\/a> (SPF, DKIM, DMARC) to prove your legitimacy. Beyond that, several concrete and little-known tips can boost your inbox placement rate, whether you are using our interface\u00a0<a href=\"https:\/\/www.efidem.com\/en\/easy-emailing-platform-snapshoot\/\" target=\"_blank\" rel=\"noopener\">Snapshoot<\/a>\u00a0or you generated your shipments through\u00a0<a href=\"https:\/\/www.efidem.com\/en\/powerful-french-emailing-software\/api-email-pro\/\" target=\"_blank\" rel=\"noopener\">API<\/a>. The use of the <strong>personalization and segmentation<\/strong> It is crucial: by targeting each recipient group based on their interests or engagement level, your emails will be more relevant and generate more opens.\u00a0<a href=\"https:\/\/www.efidem.com\/en\/audience-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a>\u00a0Improve engagement <strong>and deliverability<\/strong>. Segment your lists by geographic origin, purchase history, or past interactions to deliver tailored content. Integrate a preference center so subscribers can self-segment, which strengthens their interest and reduces unsubscribes.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3,\"className\":\"\"} --><\/p>\n<h3>Email: content, timing, and engagement<\/h3>\n<p><!-- \/wp:heading --><!-- wp:list --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><!-- wp:list-item --><\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Object and content optimization :<\/strong> Keep email subject lines clear and short (ideally 35-50 characters). Avoid capitalized words, excessive exclamation marks and garish, spam-like colors. Eliminate \"spammy\" words (eg. <em>Free<\/em>, <em>Urgent<\/em>), as recommended by the deliverability guides. Choose a text\/image ratio of around 70\/30 to avoid falling foul of spam filters, and don't <strong>do not join<\/strong> always send large files (PDF, ZIP, etc.), as ISPs are wary of mass e-mails with attachments. An email that is too large (generally &gt;100-200 Kb) also runs the risk of being truncated or considered suspicious.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Relevance and commitment :<\/strong> Send the content your subscribers expect. Don't send promotions all over the place to those who haven't asked for them: the more the content matches the recipient's expectations, the higher its open and click-through rate, which strengthens your reputation. Conduct A\/B tests on your objects and content to maximize engagement, opens and clicks - this sends positive signals to ISPs. Pay particular attention to previews and mobile display: your campaigns should <strong>display correctly on all devices and inboxes<\/strong>. Finally, experiment with the best time to send, by time zone or recipient profile, so that your message arrives at the right time.\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>List cleaning and follow-up :<\/strong> Keep your contact list healthy by cleaning it on <a href=\"https:\/\/www.efidem.com\/en\/snapshoot-emailing-platform\/\">Snapshoot<\/a>. For better deliverability, immediately remove hard bounced addresses or unsubscribes, and consider removing contacts who have been inactive for several campaigns. SparkPost reminds that <strong>spam traps<\/strong> (spam traps) used by ISPs detect poorly maintained lists: sending many e-mails to these dummy addresses often leads to them being blocked or classified as spam.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Key performance indicators (KPIs) :<\/strong>\u00a0Even if you send by\u00a0<a href=\"https:\/\/www.efidem.com\/en\/powerful-french-emailing-software\/smtp-relay\/\" target=\"_blank\" rel=\"noopener\">SMTP<\/a>, regularly monitor your statistics: bounce rate, spam reports, opens, clicks, and conversion rates. These KPIs help you quickly detect a deliverability issue. For example, a high complaint rate (even &lt;0.1%% is enough to trigger an alert with Gmail) or a drop in opens indicates that you need to adjust your frequency or segment differently. A delivery rate close to 100%% doesn&#039;t tell the whole story (this rate simply measures the percentage of emails accepted, including spam), it&#039;s rather the inbox placement rate that counts to evaluate the impact of your optimizations.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- \/wp:list --><!-- wp:heading {\"className\":\"\"} --><\/p>\n<h2>Advanced technical recommendations<\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph {\"className\":\"\"} --><\/p>\n<p>Beyond good marketing practices, the technical aspect is decisive in maximizing deliverability. <strong>Authentication and DNS :<\/strong> Make sure you have the correct DNS records. At the very least, configure SPF and DKIM, and publish a DMARC policy (p=quarantine or reject) with RUA\/RUF addresses to receive reports. More advanced protocols such as <strong>BIMI;\u00a0<\/strong>display of brand logo in Gmail, <strong>MTA-STS<\/strong> and <strong>TLS-RPT<\/strong> reinforce ISP confidence by guaranteeing TLS encryption of SMTP exchanges. For example, Google Postmaster requires emails to be sent using TLS and authenticated. Don't forget to align your domains: the From header should be consistent with authenticated domains, otherwise filters will consider it suspicious.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3,\"className\":\"\"} --><\/p>\n<h3>IP address management<\/h3>\n<p><!-- \/wp:heading --><!-- wp:list --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><!-- wp:list-item --><\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Dedicated vs. shared IP :<\/strong> A dedicated IP is entirely yours: your reputation no longer depends on other senders. It's essential as soon as you send large volumes. If you adopt a dedicated IP, take care with the warm-up: We recommend sending gradually, about 300 emails on the first day, then increasing the volume by 20%% each day. Consult an expert if you need to speed up this plan. Avoid jerky sending: ideally, send at a regular volume each day to build a reliable reputation.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><!-- wp:list-item --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>IP reputation and pools :<\/strong> Concentrate your mailings on the most engaged recipients during the warm-up period to maintain a low complaint rate. Once launched, segment your mailings by IP \"pools\" (by product line, geographic area, etc.) to isolate the impact of each campaign on reputation. Monitor IP reputation with third-party services (Sender Score, Talos, Google Postmaster).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- \/wp:list --><!-- wp:heading {\"level\":3,\"className\":\"\"} --><\/p>\n<h3>Monitoring and specialized tools<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph {\"className\":\"\"} --><\/p>\n<p>Use the <strong>Postmaster tools<\/strong> available: Google Postmaster Tools (for Gmail) provides metrics on domain\/IP reputation, reported spam and delivery errors. Microsoft offers SNDS (Smart Network Data Services) for Outlook\/Hotmail. Keep an eye on <em>User-Reported Spam Rate<\/em> Gmail recommends staying well below 0.1 %.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph {\"className\":\"\"} --><\/p>\n<p>Also consider seed-testing solutions: send your emails to lists of fictitious mailboxes spread across different ISPs (services like GlockApps, Mail-tester) to check your placement in the inbox, spam, or if you are blocked. Similarly, aggregated (RUA) and forensic (RUF) DMARC reports tell you if certain ISPs are rejecting or classifying your messages as fraudulent.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3,\"className\":\"\"} --><\/p>\n<h3>Technical structure of an email message<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph {\"className\":\"\"} --><\/p>\n<p>The email format influences deliverability. <strong>Standard headers :<\/strong> include a header <strong>List-Unsubscribe<\/strong> compliant; a one-click unsubscribe link according to RFC8058 to facilitate unsubscribing and meet Gmail's requirements. Use clean MIME encoding: for example the\u2019<strong>quoted-printable encoding<\/strong> For the HTML body, to avoid anti-spam filters that dislike base64 encoded submissions. Ensure that included URLs do not redirect excessively and point to trusted domains.<\/p>\n<p>Write semantically correct, lightweight HTML: poorly formed or overly complex code can trigger filters. Avoid misleading or hidden content (e.g. text hidden by color). Finally, keep an eye on your <strong>complaint rate<\/strong> Every user complaint damages your reputation. Use the feedback loops (ARF reports) offered by some suppliers to understand and deal with complaints.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph {\"className\":\"\"} --><\/p>\n<h3 style=\"color: #16163f;\">Conclusion<\/h3>\n<p>By applying these marketing and technical tips, respecting the CNIL's rules, and staying vigilant about your metrics (open rates, bounces, spam reports, reputation), you significantly maximize the probability that your emails will reach the right place. Be prepared to continuously adjust your strategy: deliverability is a balance between the art of the message and the science of protocols.<\/p>\n<p><a href=\"https:\/\/www.efidem.com\/en\/mail-delivrabilite-bonnes-pratiques-performantes\/\">Check out this similar article on deliverability best practices<\/a>\u00a0and visit\u00a0<a href=\"https:\/\/www.efidem.com\/en\/\" target=\"_blank\" rel=\"noopener\">our site<\/a>\u00a0for more relevant information. You can also us\u00a0<a href=\"https:\/\/www.efidem.com\/en\/contact-saas-software\/?_gl=1%2A4tp5pl%2A_gcl_au%2AMTU5MjgwNjkyOS4xNzYxMTQ2OTcwLjI4ODkwNjQzOS4xNzY2NDEyNjU4LjE3NjY0MTI2ODg.%2A_ga%2AMTY0MTUwMTgyOC4xNzUzMzY1NDQ5%2A_ga_HGG37NGQHJ%2AczE3Njc3ODY5NDkkbzEwOCRnMSR0MTc2Nzc4NzI0NyRqNTYkbDAkaDM5NTI0MDEx\" target=\"_blank\" rel=\"noopener\">contact here<\/a>.\u00a0<\/p>\n<p>\u00a0<\/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\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bb7df45 e-flex e-con-boxed e-con e-parent\" data-id=\"bb7df45\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>La d\u00e9livrabilit\u00e9 des emails commence par des bases solides, notamment une adresse d\u2019exp\u00e9dition valide et un domaine bien configur\u00e9 (SPF, DKIM, DMARC) pour prouver votre l\u00e9gitimit\u00e9. Au-del\u00e0 de cela, plusieurs astuces concr\u00e8tes et peu connues peuvent booster votre taux d\u2019insertion en bo\u00eete de r\u00e9ception, que vous utilisiez notre interface\u00a0Snapshoot\u00a0ou g\u00e9n\u00e9riez vos envois par\u00a0API. L\u2019utilisation de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13350,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[46,92,84],"tags":[87,89],"class_list":["post-13293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","category-delivrabilite","category-snapshoot-app","tag-delivrabilite","tag-spam"],"acf":[],"modified_by":"@Efidem_csm","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/13293","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=13293"}],"version-history":[{"count":53,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/13293\/revisions"}],"predecessor-version":[{"id":19073,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/13293\/revisions\/19073"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/media\/13350"}],"wp:attachment":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/media?parent=13293"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/categories?post=13293"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/tags?post=13293"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}