▷ How to avoid ending up in spam when sending your newsletter?

Often cited as a reference in the field, MyLittle Paris sends out its newsletters every week with an opening rate of over 50%: a rate that will make many marketing managers drool…

Why this success? Simply because the content shown each week is expected, read, clicked on, and even shared by the recipients of this newsletter. In short, this email, received weekly, gets a lot of attention from most of its subscribers.

This is exactly what anti-spam algorithms for messaging services (Gmail, Hotmail, Yahoo, etc.) or Internet Service Providers (ISP: Orange, Free) are trying to evaluate. Their goal is to put in the inbox what interests their users and exclude other emails from spam (spam).

No messaging service accurately indicates the list of emails filed in the inbox and the list of messages delivered in spam. In addition, each algorithm has its own rules. Thus, for the same shipment, you may end up largely in Hotmail spam, but in your Gmail inbox. Likewise, two Gmail users will not necessarily have the same processors depending on the previous interactions they may have had with the sender. If the recipient never opens your newsletter, it’s very likely that your ISP will spam you one day, even if you’re a good sender.

At SendinBlue, we provide in our submitted reports an analysis of statistics (delivery rate, open rate, click rate, etc.) by the messaging service. This allows our users to identify potential issues with some ISPs.

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Here, we can see that the open rates are the same in Gmail, Hotmail, Yahoo, etc. and above 10%. This means that the campaign has reached your inbox across the board.

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Reputation as a selection criterion

There are a certain number of technical as well as “marketing” elements that need to be understood in order to improve deliverability in the inbox. Anti-spam algorithms are a bit like nightclub physiologists: they are the ones who will decide whether or not to put you in your contacts’ inbox. As is often the case in such establishments, they prefer regular customers they know and, on the contrary, treat new visitors with caution, even distrust. So your reputation as a sender is essential. You should preserve it and avoid raising anything that could harm it with each of your mass mailings.

The reputation of the sender depends, first of all, on a number of technical elements:

IP address as ID

Each campaign is sent from an IP address. IP, eg, is an identification number. It can be accommodated in the number of “tube” that email messages go through to be sent to recipients. Each IP address is associated with a domain name that acts as a “signature” for the IP address.

Two types of IP are used for routing.

  • Shared IP addresses These are common “tips” shared by various missionaries. So the ISP sees the campaigns arriving through the same tube and tends to “share” the reputation, i.e. the Quality Score it assigns to these shipments. With a shared IP address, you can quickly carry out all your shipments. However, you risk sharing your reputation with other senders with the advantages and disadvantages of doing so;
  • Dedicated IP Addresses It allows you to be the only one who sends your campaigns through a specific “tube”. So do not share your reputation with other senders and opt for complete control of your reputation. You will never be affected by the behavior of other senders, but you will have to prove yourself, on your own, to the ISPs.

Quite technically, authentication items (SPF, DKIM, and DMARC) can be a “plus” item, one that can tip the scales for accessing recipients’ inboxes.

These technical criteria should be known, but will never prevail over purely marketing arguments such as the quality of your content, the importance of your communication base and respect for your recipients.

Response rate as a guarantee of your good performance

Whether you are a known sender or not, when the ISP receives a large number of emails from the same sender, it will evaluate the response of the first messages to judge the good quality of the campaign. In numbers, this can translate to an open rate greater than 20% and a response rate (ratio of clicks to openings) greater than 10%. This standard is generally evidence that it is interesting content for recipients. Over time, if your ISP finds you a sender and generates little interaction with recipients, there is a high risk of being penalized. This is why it is important not only to offer content that appeals to your audience (usually you have to be wary of abusive promotions that don’t match up with regular mailings), but also to learn how to renew them to keep recipients responsive. with your shipments.

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Complaints and Severe Bounces: Indications for the Importance of Your Databases

Every time a user flags you as spam, it constitutes a complaint to ISPs. Lots of complaints (percentage of complaints on emails delivered over 0.1%) very quickly reveal to ISPs using a database that recipients have never asked to receive emails, or for example the frequency of certainly abusive mails. By sending your emails to contacts who do not know you, you risk receiving a large number of complaints. Likewise, if you harass your contacts by sending 5 emails of the same commercial offer in two weeks, there is a huge risk of triggering the notorious “spam reporting”, which greatly damages the reputation of the sender.

For persistent bounces (invalid email addresses), they are generally evidence of an outdated contact list being used (with the risk that the subscription is no longer valid or the list was obtained online), so recipients who are not on Very knowledgeable about you or your shipments. It is therefore highly recommended to perform regular cleaning of contact databases, by deleting and unsubscribing from invalid emails.

At SendinBlue, our Terms and Conditions state that our customers agree to use only “opt-in” databases, i.e. their contacts have expressly given their prior consent to receive information. In addition, like many players, we automatically manage unsubscribed clients for our clients so that they are not contacted each time they are sent. These elements are necessary to reduce the number of complaints from our customers.

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Send the right message to the right person at the right time

The quality of your content, the importance of your communication base, as well as the frequency of your correspondence are essential to reaching recipients’ inboxes in a sustainable manner.

Respecting these principles in advance should protect you from the wrath of ISPs. In addition, collecting new contacts regularly through the forms on your site, for example, will allow you to maintain a sufficiently informed audience. Finally, the regularity of your correspondence must be consistent, but above all you must respect the expectations of your recipients while at the risk of upsetting them. If you are obsessed with doing your newsletter all day, know that this is not the case for the recipient that your newsletter will be just one email among many. At SendinBlue, we recommend the following credo to our customers: “Send the right message to the right person at the right time.”



Amalia Bercot, Director of Marketing at SendinBlue.

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