What is email deliverability and why is it essential?

Deliverability is a key element for the performance of your email marketing. E-mail deliverability is defined as the fact that e-mails sent by your company arrive at the right destination, in the inbox of your customers. Email engagements such as clicks, opens and spam complaints contribute to your email reputation. Higher rates of positive engagement increase your chances of reaching the inbox instead of getting stuck in a spam filter.

How to improve email deliverability

The content of your messages is important:
In order to ensure a high open rate, you need to place great importance on the subject line of the message. It should be short, clear, transparent and attention-grabbing.
Never forget to include a link in the message that allows the recipient to unsubscribe from your mailing list and make this operation quick and easy to perform.
Your reputation as a sender determines where your emails will end up.

Avoid bad targeting

If you target an untargeted user, they will be irritated and may automatically place your email in the spam folder. In addition, you should choose a time that corresponds to the time when your contacts are most active. It is important to create a habit in sending your emailings.

Having a clean contact list

This is the basis to ensure a good deliverability rate. If your list is not "clean", your emailing campaign is likely to be blocked.
Your database contains two types of addresses that can harm your deliverability, inactive addresses and non-existent addresses.

If you do not remove these addresses, your deliverability rate will drop. You may be considered as a spammer and you will no longer reach the main box of your contacts.
It is also important to know that some abandoned email addresses are used by ISPs as spam traps, allowing them to identify unwanted mail and classify certain senders as spam. They are voluntarily left on websites but are not listed. These addresses are difficult to detect because they look normal. Be careful when acquiring some cheap email lists, collected in a wild way on the Internet, which sometimes contain spam traps and can therefore harm your deliverability.

checks and cleans your mailing lists for duplicates, invalid emails (fake emails, expired addresses, syntax errors...) so that you have a clean contact list.