Email is still ranked as the most effective marketing channel. As such, it is king among digital communication channels … that is if the e-mail successfully lands in the recipient’s inbox! To prevent your marketing emails from going to spam, it is in your interest to build a solid email sending reputation for your campaigns. Actito helps you build and maintain this reputation. Here’s how.
Email deliverability is the ability to deliver emails to the intended recipient’s inbox. The main challenge is to ensure it is actually delivered, without being filtered out as spam. That is the cornerstone of email marketing and yet, there often is a lot of room for improvement. Why? Because the same methods don’t always get the same results. Each Internet Access Provider (IAP) applies its own rules, basing its filters on its users’ behavior and reactivity. Regulation can also influence the decisions of these IAPs. This is the case in France, for example.
At Actito, we make every effort to provide you with an effective email deliverability strategy. With over 20 years of experience in our industry, scalable infrastructure and ‘enhanced deliverability’ functionality are standard features of our platform.
We use SMTP PORT25 for our infrastructure. This very robust solution offers a wide variety of controls, with routing managed on a per-domain basis.
The email infrastructure relies on a farm of redundant servers that can take the relay from potentially blacklisted servers.
The infrastructure is continually updated in line with email deliverability best practices.
We deploy email authentication methods such as DKIM, DMARC and SPF for our clients to validate email sending domains with IAPs.
We dynamically manage a group of IP address pools to build and maintain an optimum sending reputation with IAPs. IP warming mechanisms are in place and the addresses are continually monitored.
Our deliverability team has forged close ties with the majority of our French and European access providers in order to resolve possible difficulties as soon as they arise. Where possible, we try to have our email addresses added to an approved sender list or whitelist.
In addition to the traditional management of email feedback loops (FBL) from IAPs, we also use our own algorithms to dynamically manage the quality of the email addresses that are supplied to us. To prevent blacklisting, the responsiveness of addresses is evaluated during each campaign so that addresses that do not generate any clicks or opens are temporarily quarantined.
Our ‘enhanced deliverability’ capability, which is a basic feature of our platform, was developed to enable you to optimize your email campaigns and maintain your reputation:
Sending optimizer
Your contacts are sorted according to their engagement score. Unlike other platforms, Actito does not generate emails randomly.
Smart Filter
Profiles that are a risk for your deliverability (an invalid email address, spam trap, etc.) are automatically filtered at sending. Like magic!
Pre-filter segments
Send your marketing emails to the most promising profiles in your database. Target the profiles in a specific segment (your most active clients, for example). Obviously, you can also disable this filter.
In addition to our infrastructure and our “enhanced deliverability” capability, our experts guide you at every step towards success, ensuring that your emails land in your subscribers’ inboxes. Whether you are looking at building or maintaining your reputation, we are happy to help!
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This is the most important step in your project. You must start by configuring your IP addresses and email domains and subdomains. Rest assured, we take care of everything! All you need to do is answer a short questionnaire on your sending habits and your deliverability history and provide us with a number of key data for an optimum set-up (undelivered emails, active emails, etc.). We also expect you to take one of our workshops on deliverability best practices, to build and maintain an intact reputation.
When a deliverability problem arises, it is crucial that you resolve it as soon as possible. Often the process for restoring your good reputation with IAPs is rigorous and must be followed very carefully. No need to panic, our experts are on hand to help you identify the root cause of the problem and put an action plan in place.
In the event of a problem, we sift through the different performance indicators (reputation, complaints, bounce, opens, clicks, etc.), which we combine in a deliverability report. We then develop an action plan, which we can help you put in place or even execute on your behalf!
Working with Actito means being able to rely on a solid team of seasoned experts. An email deliverability consultant since 2012, Anne-Claire previously worked at Adobe before joining Actito in 2017.
Anne-Claire has always been committed to her clients’ satisfaction, by providing them with all the help they need to resolve their deliverability issues. She enjoys sharing good email deliverability practices with Actito’s clients and training them, to help them build and maintain a good reputation.
By now you will have understood that a higher customer engagement rate will increase your reputation score (beware: the opposite also applies). Adopt these good practices for improved deliverability:
Sending emails to inactive clients will negatively affect your sender score.
Your recipients will thus be less inclined to click the ‘spam’ button. A win-win for everyone.
Focus on data hygiene and quality (remove hard bounces, quality recruitment, a well-defined opt-in…).
Beware! IAPs have become even more vigilant in the wake of the coronavirus pandemic. They are therefore more likely to block you if you don’t play by the rules!
Avoid aggressive content, spam trigger words… and make sure that your unsubscribe links are clearly visible.
Got a problem? Rely on an expert (ours!). Don’t wait until it’s too late to do something.
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