who is it ? and how to improve it?

Emailing is today the most profitable marketing tool. This is explained, on the one hand, by its low production cost and dissemination. And on the other hand, by the strong traffic generated daily by the channel (electronic messaging).

According to a study carried out by the SNCD, 9 Internet users out of 10 consult their e-mail at least once a day. But it is still necessary that the said emails reach their recipients’ inboxes.

Do you want to improve the deliverability of your email campaigns? Discover the best practices to put in place for quality campaigns and sending precise messages.

Email deliverability: what is it?

There email deliverability designates his ability to reach the recipient’s inbox. To measure it, you have to use of the reporting functionalities integrated into the computerized emailing tool used. You will find in the reported statistics the percentage of emails that reached their target as well as their open rate.

To better understand how deliverability works, it is worth summarizing the email sending process.

Email deliverability: what is it?
Email deliverability: what is it?

When the sender sends an email, it go through the spam filter from his server. This filter ensures that the transmitter is not in the list of blacklisted senders. It also verifies that emails previously sent by the sender have been successful.

If all goes well, the email arrives at the recipient contact’s server. If ever the email address provided by the latter does not work, the contact’s server sends a message NPAI to the sender. NPAI means No longer lives at the Address Indicatedpermanently or temporarily.

If, on the contrary, it works correctly, the message goes through the recipient’s spam filter. In the event that the latter considers it to be a spamit will automatically land in the recipient’s spam. If not, the message will go to their primary inbox.

See also: The best free email software

An email sent in spam can include its sender in the list of blacklisted by the Internet provider concerned. And if ever a receiver signals the e-mail sent, the sender will receive a feedback loop from the receiver’s server. This return will give him information on the type of contacts who could complain about his messages. He will thus be able to remove them from the list of his targets and/or improve what he can improve.

We can therefore deduce that the deliverability of an email depends on several parameters, namely:

  • There issuer’s reputation
  • THE email content
  • There quality of recipients and their reaction
  • There how often the sender sends emails

What are the causes of poor email deliverability?

If you have a low email deliverability rate, 2 problems confront you. Either internet providers blacklists you, either your own router blocks you.

Case 1: blacklist of one or more ISPs

When some of the emails sent have not been delivered, this means that some ISPs have blacklisted you. They have blocked your IP address, your domain name, etc. And the emails you will send to any contact who uses their services will never reach their destination again.

Blacklist of one or more ISPs
Blacklist of one or more ISPs

You must therefore compare the deliverability rate of your emails by ISP to find out who has blacklisted you. Once done, you can proceed to cleaning your contact lists. Delete everyone who is subscribed to ISPs that have blocked you. You can also try to solve the problem by contacting each ISP one by one if you wish.

Case 2: Blocking the Router

If all the emails sent have not been delivered, this means that the problem comes from your router. This one has probably blocked you because the emails you send are subject to many reports or referrals.

To fix this, you need to redo your targeting well segment your contacts. Delete anyone who hasn’t opened your emails for a while. Your offers may not attract their attention.

Note: It should be noted that the deliverability rate does not give any precise information on the performance of the email campaigns. Certainly, the email landed in the recipient’s inbox. But this does not mean that it will contribute to the achievement of the objectives set.

Indeed, even if the email ends up in spam, it will be considered delivered. It is therefore not a reliable indicator of success. Instead, focus on performance indicators such as email open rateTHE conversion rate where the email click-through rate. The more your emails are opened, the more likely you are to get the results you are looking for..

Why do you need to work on your reputation?

There sender reputation greatly influences the deliverability of his emails. It is associated with its identity: IP address, domain name and email address.

Email deliverability
Email deliverability

The improvement or deterioration of this reputation depends on 3 indicators.

1. Rate of reporting as SPAM

To prevent an email from ending up in spam, you must take care of its content. You must also ensure that the contacts to whom it is sent are qualified and willing.

If the content mentions links redirecting to unreliable sites, the email will be classified as spam. Same thing if he mentions irrelevant or inspirational keywords from the scam.

The question of qualification and consent, for its part, depends on the profile (customers/prospects) and the interests of the recipients. Can the content of the email be of interest to them and do they need it?

See also: how not to be considered as SPAM?

2. The return rate due to the non-functionality of the recipients’ email address

When’recipients’ email address contains errors or does not workemail will be returned. And the fact of receiving a lot of feedback (bounce in English) impacts negatively the reputation.

3. The complaint rate

If the sender sends emails too oftenreceivers may feel like they are getting harass. So they go mark the various emails as spam. The same situation occurs when they have not consented to receive the emails in questionwhen they do not know the issuer or when it does not inspire them with confidence.

Tips for improving email deliverability

Here are some tips you can follow to improve deliverability of your emails.

1. Update contact lists

Don’t forget to make a regular update the email address of his contacts. The goal is to remove:

  • Non-existent email addresses : outdated or misspelled. These are usually those associated with a high bounce rate.
  • Inactive email addresses : those of the recipients who no longer read your emails because they land in their spam, because they no longer care about what you do or because they have no more time. These are those that are associated with a low open or click rate.

Very important ! The contact list should consist of consenting and interested individuals. It is therefore essential to have channels enabling the acquisition of qualified audience.

2. Take good care of the subject and content of emails

The content of the emails must be relevant, interesting, pleasant to read and airy. It must also be in line with the objective and profile (needs) of the people to whom they are addressed. Avoid to write all in capitals or in red, put too many punctuation marks, etc. Otherwise SPAM.

The object, meanwhile, must be clear, concise and make you want to know more. THE subject message should not be overstatedor worse, being a lie could create disappointment.

3. Respect identification and security protocols

Always have protocols in place spf, DKIM, DMARC And DNS. They guarantee to ISPs the authenticity of the sender: no hackingof fishing or of spamming.

4. Choose the right sending email address

Choose a e-mail address including the domain name of its website always makes it more credible. And once the e-mail address has been chosen, it is very important to keep it. It should not be changed all the time, as this may imply a lack of seriousness.

5. Find a good rate of sending and facilitate unsubscription

Always start a email campaign Atdate and at strategic times. That guarantees a high open rate And reduces the risk of reporting as SPAM.


We are coming to the end of this guide dedicated to the email deliverability and to good practices. It’s time to answer the questions that Internet users ask on the subject.

What is the right email deliverability rate?

THE deliverability rate average emailing in France is estimated at 95%. This is a very good number, but it does not in any way guarantee the success of a email campaign. Indeed, an email is said delivered when it lands in the recipient’s inbox. And this, without distinction between spam, main inbox, promotion, etc. The analysis is therefore biased.
For measure the performance of an email campaign launched, it is better to refer to the email open rate. The higher it is, the greater the likelihood of achieving the expected results.

What is a good email open rate?

When you want to enjoy the email open rateyou have to do it right distinction between email marketing and transactional email. The opening rate of the second is always higher than that of the first since its content is greater.
A transaction email is, in effect, received following a commitment. It can be a purchase, an event registration, a transaction, etc. Whoever it is intended for would therefore like to know whether or not their commitment has been taken into account.
A email marketingon the other hand, will generally relate to Promotional offers of a company in particular. Only those who are looking for something in particular will be interested in it.
The open rate of a email is therefore judged “Good” when it is:
Included between 15 and 25% for email marketing.
• Greater than or equal to 75% for a transactional email.