Take care of your techniques and behavior

Delivery is undoubtedly one of the main indicators of sending your email campaign. It plays a major role in the impact of email marketing actions. Before talking about apertures or click rates, it goes without saying that your message should be communicated optimally.

The ability to send an email is generally related to the responsibility of your email router, and also depends on the behavior of the advertiser!

How do you assess its ability to deliver before sending the message?

Since the “prevention is better than cure” quote also works for marketing, especially for email marketing, it’s a good idea to compile the best practices to adopt to make your life (and your routers’ lives!) easier.


An example of a tool provided by the return path that allows you to evaluate the reputation of your sending servers (Determining the path your emails take.) Note that there are many tools out there to evaluate your domains and IP: senderScore will be useful to you for partner emails with a return path.

A drop in webmail’s reputation can be fatal to your delivery potential. In the event that your photo goes down, you can always process it slowly by following, for example, the advice of the return path (reduce complaints, cancel subscriptions / analyze and correct NPAI…). Still the best practice to adopt it is to send letters in the rules of art (see Part Two)


An effective program that allows you to analyze email from every angle. At the end of the test, you are given a score: this tells you whether your email is spam or not. Depending on the result obtained, it would be better not to send it, otherwise it will end up in spam emails of the recipients, thus reducing the reputation of your servers as well as your brand image (electronic reputation).

Databases (definitely)

Although some software can analyze the potential deliverability of your emails, “legacy techniques” are often best. Before discussing best practices to adopt, identifying errors in your contact lists allows you to provide a quick conclusion and correction before submitting: invalid addresses, duplicates, inactive addresses (inactive contacts) or even canceling subscriptions.

How do you simply optimize your email campaigns to get there?

Frederic Boron, Managing Director of Email Strategy

Frederic Boron, Managing Director of Email Strategy

build a book

It is preferable to use some methods to send an email campaign. With the number of advertisers constantly growing, creating successful campaigns is no longer an innate practice but is actually the result of marketing and sales thinking.

So how do you practice email in art rules?


Indispensable in loyalty and decisive in prospecting, segmentation makes it possible to classify clients and prospects to distribute them into different “boxes” rather than one. By dividing your list into several groups and then into homogeneous groups, you will gradually approach the appetite of your customers. This will allow you to extract more value from them, especially through a personal approach. Also, the more your offer is rejected, the more likely you are to entice your customers by finding the ones that match them: Will you buy the same shirt or the same car as your neighbor? The answer is no. You’ll prefer to be complimented with the measurement and that’s normal! So we will be more attracted when the company is interested in sending us a personal message (on the email side, fewer complaints)!

Basic hygiene

Even if we already mentioned analyzing your contact lists at the beginning of the article, this is a point that has long been important in the challenge of deliverability.

Today, sending BtoC emails is subject to strict regulations.

The recipient’s authorization (opt-in) must be properly respected, both under the regulations required by the CNIL, but also in order not to receive (after sending) an excessive rate of complaints. Therefore, the collection, rental or purchase of a listing must comply with the applicable rules, and the following information must be stated: the identity of the data controller, the right to access and rectification of the data, and the identity of the data recipients. Information collected and the purpose of processing the collected data.

If this process is done well and deservedly, the number of complaints will be reduced.

Message content

Regarding the content of the message, it is difficult to block a topic to be addressed. Some deals (real estate, insurance, or even dealers of customized products/services over 18) tend to pass through more easily in spam. However, it is possible to cleverly feed email content to play the delivery card in its favour. First, start by entering an “unsubscribe link” on your page, and prefer a link to a “mirrored page” to make it easier to read. Also avoid unwanted words: promotion, excluded, 100% free, wealthy, etc.

transmission frequency

We can also call it “marketing pressure”: the frequency of transmission is important. Excessive demand can lead to feelings of oppression towards customers and will be considered negative.

The latter depends on the number of messages during a certain period (all media combined) addressed to the same sender. This definition is simplified, in fact remember that the purpose of emails sent can vary this variable: two newsletters in a few days will be better absorbed than two purely promotional messages.

Note: Remember the variety of pleasures, a promotion built into a newsletter will look less aggressive (be careful not to abuse it).

Even if the number of emails today is constantly increasing, we must not leave the possibility of our emails being delivered unready. This idea, although stressful at times, is 100% responsible for the return on investment and we should give it special importance!

Author: Frederic BoronManaging Director of Email Strategy

Leave a Comment