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Server spam filters
Mail servers use a variety of techniques to assess the legitimacy of list of australia whatsapp phone numbers incoming emails. It is important to understand that their role is primarily to protect recipients from spam but also from attacks (phishing, ransomware, etc.). They examine different elements such as the subject of the email, the sender's IP address, the content of the message, and the links included. If an email is considered suspicious or not compliant with the server's security policies, it can be automatically filtered to the spam folder or even its reception will be refused. This will then generate a Spam bounce on Actito.
Arrival at the destination server
Once the email is accepted by the recipient's mail server, it is subject to additional filtering rules. These rules may include checking the sender's reputation, scanning the email content for keywords associated with spam, and comparing it to blacklists of IP addresses known to send spam.
Passing through the client anti-spam
Some users also have spam filters configured in their email client. These filters can be more or less restrictive depending on the user's preferences. If your email is marked as spam by the client's spam filter, it may never be seen by the recipient.
What affects deliverability?
To prevent your emails from being delivered to spam, make sure to follow email marketing best practices, such as using a clean and opt-in mailing list, personalizing emails, avoiding suspicious keywords, and monitoring your sender reputation. Additionally, make sure your emails are properly authenticated using protocols like SPF, DKIM, and DMARC, which will build trust in your domain and reduce the risk of being classified as spam. By taking these proactive steps, you can improve your email deliverability and maximize the impact of your marketing campaigns.
The reputation of the issuer
Reputation is paramount in email marketing because it can have a direct impact on how your emails are received by your recipients. When you send an email, webmails perform a reputation test to assess your credibility.
If your reputation score is high, your emails are more likely to land in the recipients' primary inbox. On the other hand, if your score is low, your emails are more likely to be redirected to the spam or junk mail box.
How to improve your reputation?
Send your emails consistently and regularly.
Contact only active and engaged addresses.
Avoid contacting inactive or ghost addresses to avoid an increase in the bounce rate.
Avoid spam traps.
Avoid blacklists.
Work on your content and the relevance of your messages.
Your reputation today depends largely on the behavior of the recipients of your messages. The more your recipients show a strong interest in your messages, the better your reputation will be. Conversely, any sign of disinterest will penalize your reputation. It is therefore important to only contact engaged addresses to allow you to build and perpetuate a good reputation. Email is a link with your customers and you want to give them a good image of your brand. This also means contacting them only on topics that are likely to interest them.Below is the new email activity report in Actito which can be useful to become aware of the quality of addresses.
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The infrastructure
Maintaining a quality email infrastructure can be complex and costly. That's why it's recommended to hire a service provider to manage your infrastructure.
Here are some things to consider when maintaining a good email infrastructure:
IP Address: If you send a large volume of emails, it is important to carefully manage your IP address. By using a dedicated IP address, such as those offered by Actito, you can preserve your reputation.
Feedback loops: If a recipient marks your email as spam, it is essential to remove it from your database.
Sending speed : each webmail has different reception capacities. Local email servers such as those of La Poste, SFR or even Orange, do not have the same reception capacity as webmails such as Gmail and Hotmail. It is therefore necessary for your router to be able to adapt the sending speeds to avoid overloading the recipient's email servers. Sending too quickly can indeed generate connection refusals which increase the rejection rate.
Authentication
Authentication is a process of verifying your identity (via your IP address) and the validity of messages sent. This ensures that emails received are from you (and not from another entity) and are authentic.
Authentication protocols, such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC), are essential to building trust between sending and receiving servers.
SPF (Sender Policy Framework) : SPF is a validation mechanism that allows mail servers to verify whether an email is coming from a legitimate source. It works by allowing domains to specify which servers are allowed to send emails on their behalf. SPF authentication helps prevent email address forgery and reduce the risk of spam.
DKIM (DomainKeys Identified Mail) : DKIM is a technology that adds a cryptographic digital signature to every outgoing email. This signature is associated with the sender's domain and verifies the authenticity of the email when it is received by the recipient's mail server. DKIM authentication helps ensure the integrity of emails and build trust in their source.
DMARC (Domain-based Message Authentication, Reporting, and Conformance) : DMARC is an authentication policy that leverages SPF and DKIM to protect domains from email forgery. It allows domain owners to specify how unauthenticated emails should be handled by mail servers, and provides detailed reporting on email authentication activities. DMARC authentication strengthens email security and helps organizations better control their online reputation.
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The content
When creating your emails, it’s important to consider the content you include, as this can have a significant impact on deliverability. Here are some things to consider:
Text and spamwords
As we said above, spam filters scan the text of your email for words or phrases that are commonly associated with spam. Avoid using suspicious words or sensationalist expressions that could trigger spam filters. Instead, opt for clear, professional language that effectively communicates your message without arousing the filters' suspicions.
Domain Names and URLs
Using suspicious domain names or URLs that redirect to unsecured sites can also hurt your email deliverability. Make sure your links point to legitimate destinations and avoid URL shorteners that can mask the identity of the destination.
Images
Emails containing only images without text may be viewed as suspicious by spam filters, as they are often used by spammers to bypass detection of unwanted content. Be sure to include a balance of text and images in your emails, and use ALT tags to describe the content of images to recipients who cannot see them.
HTML code
HTML code that is poorly formatted or contains suspicious tags can trigger spam filters. Make sure your code is clean and valid, and avoid including deceptive practices such as hidden text or content obfuscation techniques.
Commitment
Webmails take into account recipient behavior to gauge the relevance and interest of a message. It is therefore important to encourage your recipients to open and click on your messages. This will also affect your reputation, and consequently, the performance of future campaigns.
Not to mention that with the implementation of Apple's Mail Privacy Policy, the opening data becomes unusable. By encouraging your recipients to click, you will have a fairer view of the real interest of your messages (as a reminder, Actito no longer counts openings made since IOS15 and above).
Display Name / Display Name
This is the sender of the message. The recipient should be able to easily identify this sender and it should not be misleading. If the recipient does not correctly identify the sender, he may not open the email or even complain.
