It is not because your proposal is enticing, that your content is good, that your email will necessarily be well received, and this in every sense of the word. Sometimes pampered, sometimes forgotten, deliverability plays a crucial role in an emailing campaign. To boost it as much as possible, here is our list of the 9 most common errors not to be done.

Small reminder on the delivery of emails

Deliverability means the ability of an email to land in the reception box of its recipient. Be careful however, reaching the reception box is not everything. It is also a question of being placed in the main file, and not in spam or in the “other” type categories, “promotions”, etc.

The rate of deliverability is a very important criterion in a marketing campaign, because the more it is high, the more your email is likely to be open, read, and to engage the person who receives it. On the contrary, a low rate of deliverability would lead to a decrease in the king and would negatively impact your campaign.

email deliverability main errors avoid

9 major errors not to be done if you want to get a good delivery rate

1# Buy or rent mailing lists

Although this option seems more practical and faster than building your diffusion list yourself, know that it is a very bad idea. First of all, because the contacts present on this type of lists probably did not all give their agreement to appear. Secondly because these people have also not accepted directly to be contacted by your business. These two reasons are likely to have you placed in the SPAM file, therefore to harm your reputation as a sender.

Finally, be aware that there is a good chance that the list you bought or rented is also used by other companies that have made the same choice as you.

Take the time to build your own distribution list with contacts that have agreed to give their address and receive your communications.

2# Do not use double opt-in

To obtain the consent of your prospects, it is essential to use the double opt-in. A task that does not necessarily delight some marketing experts, because this option takes more time and implies the fact that some people will refuse to accept to be contacted.

Setting up a double opt-in at the time of registration will strengthen the quality of your mailing list, will avoid many inconveniences like spam complaints for example, and will bring you a better opening rate, as well as a Better interaction with your audience.

3# Leave aside the verification of emails

Although this step may seem useless for some, although it takes a little time, it is a must. It would be a shame to have worked so much on your content so that it is sent to addresses that are not valid or active.

Thus, before kicking off, remember to use an email validation tool for your contact list and delete the addresses that do not work. Do not hesitate to check and clean your lists regularly.

4# forget the SPF, DKIM and DMARC protocols

SPF, DKIM and DMARC are three authentication and protection protocols that allow your legitimacy to be proven as an explore while protecting your content. Without these three standards, your communications are likely to be considered spam and not reaching the reception box of your contacts.

5# Use a personal address for your emailing campaign

It may seem absurd, but some are still trying. Whether you want to be user-friendly, or at least accessible to your subscribers, does not remove a minimum of professionalism. Using a personal address removes not only all credibility from your content and your brand, but can also repel, or even frighten, the recipients who are sure to place you directly in spam. By the way, also avoid too general addresses of the “contact@” type.

Take the time to create a reliable, simple and efficient address, with an official field.

6# Lying in your object line

Your email object is a major element that will largely influence the opening of the email. An observation that pushes certain companies to lie to the recipient on the content of the email to encourage them to open. Duperie can range from exaggeration, with a so-called miracle product for example, to the false title announcing for example a transfer of money or the sending of an order which has however never been placed.

To make you want to open the email, your object line must be a saleswoman, personalized and brief. It can slightly embellish things and cause curiosity, suspense, but in no case should it deceive the recipient.

7# Make it too visual

The images are particularly popular in emails because they encourage opening and have a very interactive effect. They also allow the text to be cut, to let the reader breathe. However, literally filling your image message is not recommended. First for the weight of your email which will probably take more time, then for the too much side in which the content of the content is likely to get lost.

Make sure to find the right balance between text and images (photos and/or videos) to provide a quality experience to your readers. Also check that the weight of your email offers a sufficiently quick charge.

8# Do not clearly display the unsubscribe button

Yes, you don’t want your subscribers to disengage, it is completely understandable. That said, this is their right. Allowing them to be easy and clear is not only a legal obligation, but will also be positive for your brand image and your reputation as a sender.

Instead of putting the link in very small letters or hiding the button somewhere, make sure to facilitate the decision of your readers by offering them a simple and clearly visible option. They will be able to unsubscribe easily, without having to place you in spam.

9# Do not analyze the type of bounces

Even with a clean and up-to-date mailing list, it may happen that bounces occur, so your email is not delivered. It is then important to differentiate soft and hard bounces. Some may be avoided, or at least reduced, others not. It is for this reason that they must be analyzed.

To avoid anti-spam filters and preserve your reputation as a sender, the bounce rate (soft + hard) must remain less than 2%.


By learning about these main errors and avoiding them, you can act considerably on the deliverability of your emails. This depends on several factors, each of which can affect the results of your marketing campaign, whether in positive or negative.