As we have seen in a previous article, transactional emails have a rate of openness and responsiveness much higher than marketing emails. But that does not mean that it is always the case, and it is important to put in place good practices so that your message comes directly into the inbox and not in spam. Objective: Optimal deliverability!

Transactional emails and spam

The transactional email is a primordial tool because it improves the customer experience and thus promote its loyalty. Now it does not only bonus offering, but is truly expected by the vast majority of Internet users after they have done an action as a purchase, a change of password, etc.
The company must therefore be reactive to send this message as quickly as possible. An important message that has every interest not to land in spam. First because the reputation of the sender of the brand would suffer, but also because it would be a shame to have invested so much effort and money to finally get mediocre results, or even lead to consequences sometimes very unfortunate.

Transactional emails: good practices to guarantee their delivery

Choose the correct Email Service Provider platform

It goes without saying that expedient transactional emails from the mailbox of your company is absolutely not recommended. Opt for a reliable and famous sending platform is the first step towards good deliverability. This will allow you, among other things, to ensure and manage your reputation as a sender, to adopt the good pace of sending, to analyze the results more easily, and to better manage your contact lists.

Choose a platform that supports authentication methods (SPF, DKIM, DMARC) and use the same name of field for all your transactional email shipments.

Use an IP address dedicated to transactional emails

An IP address dedicated to your transactional emails will allow you to control your reputation yourself, so not to be negatively impacted by other senders, and more easily manage any deliverability problems to which you can face.

Use a different IP address for your transactional email shipments and for your marketing email shipments.

The importance of the sender address

A clear, consistent and recognizable sender identity (name of a true person or brand name for example), is a key point for promoting rates of delivery and openness. Avoid Noreply addresses, people prefer the addresses that allow them to answer if necessary.

Treat the subject of the mail and the content

Emails are carefully analyzed by providers to detect any risk of spam. It is therefore important to choosing the object and the contents of your messages to avoid being considered as such (links, used words, punctuation, images, etc.). Customizing your object line and your content will also help you not be placed in spam because it proves that you know your subscribers.

Test transactional emails

Do not forget to always do prior delivery tests to make sure your transactional emails are optimized. You will find many tools to test different elements of your messages (links, images, words, etc.), to see if they spend the anti-spam filters and if they arrive correctly in the recipient inbox (Litmus, Mailtrap, Emailonacid).

Rely on quality contact lists

In order for your transactional emails to arrive cheaply and to avoid bounces as much as possible, it is essentially updated your contact lists of by removing disabled addresses. A setpoint that echoes the time to take the time to build healthy lists rather than buying or renting mailing lists.

Concerning inactive subscribers, we advise you to remove them from the sending list and the place in a separate list. You can then possibly consider a re-engagement campaign.