Deliverability has become a strategic issue in e-mail communication.
Too many advertisers tend to think that this aspect is primarily the responsibility of routers.
With experience, we’ve come to realize that the delivery of messages to mailboxes is highly dependent on a number of factors: database management, quality of graphic message creation, commercial pressure exerted, technical configuration of the sending platform.
In short, all these different factors have a huge influence on the success or failure of your campaign.
A few basic guidelines to follow to optimize your deliverability:
On your side
- Managing your database
- Taking unsubscribes into account
- Dealing with invalid addresses
- Dealing with NPAI addresses
- Handle complaints from webmails or FAs
- At the time of registration, addresses must be “opt-in”, i.e. the Internet user must take the step of registering.
- No forced registration through pre-ticked boxes
- Avoid database exchanges
- The source address should be as clear as possible
- Do not use punctuation marks in the subject line of your e-mail.
- Choose targeted rather than mass communication
- Be careful with the HTML code you use… Keep it as pure as possible and avoid image messages.
- Don’t forget to make it easy to unsubscribe by including a link in the footer.
- Respect the LEN law.
On our side (the router)
- Establish privileged agreements with various ISPs and Webmails and keep a constant watch on the market
- Configure the technical solution optimally to achieve a good reputation with the various Internet players
