How to improve your email deliverability

On this help page, we will give you our basic tips on how to improve the deliverability of your emails.
If you already know the basics of deliverability, we recommend this page, where we give you more advanced tips.

What is email deliverability?

The deliverability of an email refers to its ability to reach its recipients in the main inbox without being filtered or put in a spam folder.
The deliverability of email campaigns is a key point for your marketing operations. It is expressed as an overall deliverability rate (or inbox placement rate). Many factors can influence the deliverability of your emails:
  • The quality of the sending email address used (using a personalised, authenticated domain name with a good reputation).
  • The hygiene of your email address base (contact list).
  • The reputation of the IP addresses of the sending servers.
  • The rate of Spam / Bounced.
  • The possible presence of Spam words.
To ensure good deliverability, you must pay attention to the following points:

1. Only send emails to people who have agreed to receive them

This is the basis for ensuring good deliverability of your emails.
On systeme.io, it is forbidden to import contact lists containing email addresses of contacts who have not authorised you to send them emails. 
It is very important to only send emails to contacts from whom you have received explicit consent (it is forbidden to import contact lists bought on the internet and scrapped lists). 
Without explicit consent from the contacts you send to, your emails are more likely to be flagged as spam. 
This will greatly affect the deliverability of your emails.

2. Keep your open rate above 20%.

It's always nice to have a large email list, but if too many contacts stop opening or clicking on your emails, it can affect their deliverability.
We recommend that you regularly delete inactive contacts. This ensures that you only send emails to engaged contacts and will keep your open rates high. 
It is recommended that you aim to keep your email open rate at a minimum of 20%.
For example, each month you can search for all contacts who have not interacted with your emails in the last 3 months and delete them.
(There is a filter to find them on the contacts page of systeme.io, click here to find out more).

3. Authenticate the domain name used to send emails

It is important to use an authenticated domain name for sending emails to improve the deliverability of your emails.
Indeed, the receiving servers tend to reject/put in the junk folder, emails that are not correctly authenticated.
We invite you to proceed to the authentication of your domain name following the procedure below:
Related help pages:
Discover our advanced tips to improve the deliverability of your emails
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