When it comes to emailing, the key to ensuring visibility and good KPIs is deliverability. In this article, we give you all the keys to optimizing this crucial element in the success of your campaigns.
Introduce yourself and make yourself known.
Identification is key. Make yourself known and assert your identity to avoid rejection. It is easier to open the door to an acquaintance or pick up the phone when the number is recognized. In email marketing, reputation is key.
There are several technical means at your disposal to avoid being banned by ISPs... A technology that reassures providers and allows you to be considered trustworthy:
The Sender Policy Framework (SPF) protocol is used to verify overseas chinese in usa data your domain name. It is an email authentication method designed to detect fake email addresses. The list of authorized IP addresses is published in the domain's DNS records.
DKIM (Domain Key Identified Mail) is an electronic signature that allows a sender to claim responsibility for a message. It identifies itself as such and is validated by the recipient.
DMARC (Domain-based Message Authentication, Reporting, and Conformance) authentication , which prevents email spoofing techniques. It is based on the two previous protocols SPF and DKIM.
You've spent hours, if not days, coming up with a name for your brand or a domain name that fits perfectly. Now it's time to use it for your email campaigns. Avoid free domain names like Gmail, Yahoo, Hotmail or Laposte.net (and caramail, which goes even further). They are not designed for mass emailing, and using them this way is considered suspicious by ISPs!
Sending emails that clearly and methodically identify your domain name helps build and maintain your reputation. And reputation is the key to avoiding spam...
In the same spirit, don't forget to sign your emails and respect the rules. Your emails should include a physical address and, of course, unsubscribe links. If you hide them or "forget" to include them, some of your recipients will not hesitate to report them as SPAM.
Take care of your vocabulary
Keywords work both ways. Good for SEO, they can be disastrous for email marketing, especially in the subject line. Some are guaranteed to land you straight in the spam folder, without going through the inbox!
Here are some examples of words and phrases that kill:
Everything that has to do with money, money, money, money:
names of medicines
remedies and suggestions for amazing treatments: weight loss, slimming, aging...
and, of course, terms that evoke sex and everything related to it. Of course, you'll need to be especially clever if you're selling sex toys.
It's not a strict vocabulary, but avoid flourishes. WE'RE NOT HERE TO BE BORED, so AVOID CAPS! The same goes for overusing emojis: reserve them for text messages to family and, above all, avoid .
Certain punctuation elements, such as exclamation marks and question marks, are monitored with special attention, especially when they are repeated !!!!!!.
Who goes piano, goes healthy
Avoid sending too many emails at once. Sending a large number of emails triggers increased monitoring by ISPs. Above all, do not radically change your usual rhythm.
Reputation is built on repeated behavior, and ISPs like good habits. If you significantly increase the number of addresses targeted by a campaign compared to what you normally do, filters will automatically kick in due to behavior that is considered unusual.
Speak in HTML
This is the language that must be respected in email marketing. It allows all visual and textual elements to be integrated in the right way. Design is as important as content, and there are a number of fundamentals that must be respected.
