You should know that almost 20% of commercial emails never reach recipients, deliverability is a term used in e-marketing. Its definition is the rate of emails arriving in mailboxes. Given the hardening of the rules of ISPs and webmails to fight against SPAM, the deliverability of emailings becomes a fundamental point in its email communication. Without caution, a simple newsletter can be considered SPAM and make you consider as spammer (your domain and IP).

The inevitable steps to ensure good deliverability

How to prevent your emails from being considered SPAM

Work on its reputation with ISPs (internet service provider). Your deliverability depends mainly on the quality of your mailing lists as well as on your sending rules and frequencies. ISPs will assign a “Sender score” to your shipments. It is noted between 0 and 100, depends on the percentage of your emails arriving in the inbox. Under the bar of 60, your emails will go directly to SPAM, under 30, they will not even leave.

How to ensure a good reputation for sending?

Clean up your database

The quality of your email addresses is essential for your deliverability rate. A bounces rate higher than 10% will have an immediate role on your reputation score. The consequences will not be long in coming and you risk a deliverability rate of less than 50%. It is therefore necessary to clean its databases of hard bounces, soft bounces and inactive addresses (no opening or clicking on emails) because some ISPs use them as spam traps addresses or trap addresses. So start by cleaning your bases with Captain Verify. You will thus have a clean email database ready to send.

Escape complaints

Consider highlighting an unsubscribe link. It is better to put it at the top of the email to allow your subscribers to unsubscribe simply. This will prevent them from considering your emails as SPAM. Specify the sender and the reason for receiving the email.

What frequency and what IP?

This notion is subjective. It depends on the emails you send, the very content of your emails. For advertisements, an acceptance threshold of 4 emails per week is estimated to avoid unsubscriptions and complaints. Then, if you want to control your reputation, we advise you to use dedicated IPs. Shared IPs can be double-edged.

Beware blacklisting!

It is important to follow all the correct rules for sending emails to avoid complaints. If you accumulate too many complaints, you risk that your IPs are stored in databases like Spam. You will be considered as a spammer and your emails will no longer leave, blocked by the ISPs who work with its databases. There are also certification programs for being on whitelister lists. These Sender Score Certified programs are often very expensive and very long before obtaining validation. In addition, they do not guarantee you a permanent whitelistage. It is better to maintain its base with meticulous cleaning, to refine the content of its emails.

Take care of the content of your emails

The content of an email is for a quarter of the final grade which will ensure deliverability. Everything is important both the html code and the content of the email. Avoid fancies in the subject of the shipment such as special characters. Then take care of the vocabulary you use, some words are directly classified as spam like terms of a sexual nature and words like: free, cheap, etc ... Also remember to balance the proportion of images / text. Ideally, more text is needed than pictures. You should ban emails consisting of only one big image. Encoding your email in utf-8 is what will work best under all browsers. Consider testing (

You will find online software to test your emails (spamassassin): content, html, responsive. A result higher than 5 means that your email is not good and will arrive as spam. Do not hesitate to test before sending and to correct your errors.

Do you want to improve your deliverability? Have you never checked your recipients? Nothing's easier. You just need to register on CaptainVerify to benefit from our expertise. Our online service will then quickly verify and clean up your email marketing list. Captain Verify offers you a wide choice of verifications according to your needs at ever lower prices.

Register now to improve your deliverability