Spamming when you're emailing is a bit like publishing a post on Facebook on a night when the system is down, or singing into a turned-off microphone... it's totally counter-productive and a big failure...
When it comes to emailing, deliverability is the key to ensuring visibility and good KPIs. In this article, we give you all the keys to optimizing this crucial element in the success of your campaigns.
Introduce yourself and make yourself (re)known.
Identification is the key. Make yourself known and assert your identity to avoid rejection. It's easier to open the door to someone you know, or to pick up the phone when you recognize the number! In email marketing, reputation is the key.
There are several technical means available to you to avoid being evicted by ISPs... Technologies that reassure providers and allow you to be considered trustworthy:
- The SPF (Sender Policy Framework) protocol is used to verify your domain name. An e-mail authentication method designed to detect fake e-mail addresses. The list of authorized IP addresses is published in the domain's DNS records.
- DKIM (Domain Key Identified Mail) is an electronic signature that enables a sender to claim responsibility for a message. It is identified as such and validated by the recipient.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance) authentication, which prevents e-mail spoofing techniques. It is based on the two previous protocols SPF and DKIM.
You've spent hours, even days, coming up with a name for your brand or a domain name that just clicks! Now's the time to exploit it for your email campaigns. So avoid free domain names like Gmail, Yahoo, Hotmail or Laposte.net (and caramail, which goes even further!). They're not designed for mass mailing, and using them in this way is considered suspicious by ISPs!
Sending emails that are clearly identified by your domain name helps to build and maintain your reputation. And reputation is the key to avoiding spam...
In the same spirit, don't forget to sign your emails and respect the rules. Your e-mails must include a physical address and, of course, unsubscribe links. If you hide them or "forget" to include them, some of your recipients won't hesitate to report them as SPAM.
Look after your vocabulary
Keywords work both ways. Virtuous for SEO, it can be disastrous for emailing, especially in the subject line. Some guarantee a direct landing in the junk folder, with no need to go through the inbox!
Here are a few examples of killer words and phrases:
Everything to do with money, money, money, money:
- free in all its forms (100%, trial...)
- prices: low, cheap, best...
- money and all that goes with it: earn from..., bonus from..., Make from...
Marketing terms (save them for Monday meetings with Sales)
- limited offer
- increase your sales
- all forms of competition
- offer guaranteed, exceptional or all-inclusive!
- terms of urgency: fast, now...
- promos: discounts, reductions, special offers, coupons...
- sales: traffic, orders, turnover
Health, sex, drugs
- drug names
- remedies and suggestions for incredible care: weight loss, slimming, ageing...
- and, of course, terms evoking sex and anything related to it. Of course, you'll have to be particularly sharp if you sell sex toys!
It's not vocabulary per se, but avoid frills. WE'RE NOT HERE TO BE BORED, so AVOID CAPITALS! Ditto for abusing emojis, save them for sms to family and above all, avoid 🍆 ...
Punctuation marks such as exclamation marks and question marks are particularly closely monitored, especially when they are repeated !!!!!!
Qui va piano, va sano
Avoid sending too many emails simultaneously. Sending large numbers of e-mails triggers increased monitoring by ISPs. Above all, don't radically change your usual rhythm.
Reputations are built on repeated behavior, and ISPs like good old-fashioned habits. If you significantly increase the number of addresses targeted on a campaign compared to what you usually do, filters will act automatically because of behavior deemed unusual.
Speak in HTML
This is the language of emailing. It enables you to integrate all your visual and textual elements in the right form. Design is just as important as content, and there are a number of fundamentals that must be respected.
- Think responsive! The majority of emails are now opened on smartphones. Visually non-compatible emails will be diverted to spam, and if you're lucky enough to escape this, they'll be discarded by mobile Internet users anyway.
- Don't make your e-mails too heavy, and watch out for the weight of images.
- Maintain a good image/text ratio.
- Avoid Flash or Javascript. HTML rocks!
Email is like life when you want to make lots of friends: you introduce yourself, you speak the right language and you're not too heavy! Our experts have mastered these codes to perfection. Handy when you're using a keyboard.
