How to improve the deliverability of my emails (advanced tips)
SystemeScale is committed to providing the highest possible email deliverability for our users. To achieve this, we maintain stringent monitoring of all outgoing emails and strictly protect the reputation of our shared domain and IP infrastructure.
While we provide the technical rails, your sender practices remain the single most important factor in your success. Below are the advanced protocols and metric-based rules you must follow to maintain optimal health.
Note: If you are looking for basic deliverability tips instead, click here: How to improve your email deliverability.
1. The Five Pillars of Advanced Deliverability
To ensure your campaigns bypass filtering and land in the primary inbox, you must adhere to these five operational imperatives:
- Domain Authentication: Use a personalized and fully authenticated domain name.
- Database Hygiene: Regularly purge bounced, unsubscribed, and non-responsive contacts.
- Explicit Consent: Only dispatch broadcasts to contacts who have verifiably opted into your lists.
- Metric Monitoring: Actively track your deliverability indicators within the platform.
- Statistical Analysis: Regularly review campaign performance data to refine your sending strategy.
2. Use a personalized and authenticated domain name
Many receiving servers filter emails based on the incoming stream by setting up spam filters. In order to bypass this rule, the first step is to use an email address with a personalized domain name and authenticate it with our services.
As a result, you will gain credibility with your contacts, and from a technical point of view, the servers receiving the emails will take into account the reputation of your domain.
π How to authenticate your domain name for email sending
3. Clean up your contact list regularly
It is important to have a healthy contact base. For this, it is essential to keep a close eye on it. Imported contacts need to know that they are on your mailing list and what content you are going to send them. The aim is to minimize the possibility of your emails being flagged as unwanted. Therefore, we do not allow email addresses purchased or found on the internet (yellow pages, public profiles on social networks, etc.).
SystemeScale reserves the right to suspend the email function as well as block the accounts of its users for any behavior likely to harm the efficiency of the service.
3.1 Remove non-existent addresses
There are two types of non-existent addresses: old email addresses of customers that may have been closed or deleted, and misspelled email addresses (which are currently automatically deleted by our system). On SystemeScale, and thanks to the filters available on your contact list, you can obtain the list of your contacts in "Bounced" status with one click.
3.2 Delete inactive addresses
Your inactive contacts cause your open rate to drop, which directly impacts your reputation with email providers. To manage these inactive addresses, you will first need to classify them by adding tags. You can then choose to run a segmented re-engagement campaign or permanently remove these addresses: How to manually clean your email list.
3.3 Implement double opt-in
When your contacts register on a double opt-in registration page, they will receive an email containing a link to confirm their registration. If the contact has not clicked on the confirmation link within 24 hours of signing up, they are automatically removed from your contact list. This encourages valid email entries and blocks automated bots.
4. Follow good emailing practices
4.1 Send targeted emails
In an email marketing campaign, knowing your target audience is essential. This allows you to address only those people who are interested in your content or offer. Segment your contacts according to their preferences to better share your content by targeting their expectations using tags. Never send emails to contacts who have not permitted you; buying a list of contacts is strictly prohibited.
4.2 Take care of your subject lines and content consistency
The subject line of an email is the first window of your message, but also of your business. Control filters have become stricter concerning consistency between the name of the sender of the email, its title, and its content. Be highly vigilant as to the coherence between these three elements.
It is forbidden to use the identity of a third person or company. It is preferable to use only one sender name per account/email address; generic descriptions like "your bank" or "the accounting department" are prohibited and will be blocked by the team.
Following the restrictions issued by Gmail, do not use link reducers in your emails (Bitly, TinyURL, etc.). We also advise you to use links to your downloadable files instead of attachments to preserve the reputation of our IP addresses.
4.3 Beware of "spam words"
Spam detection by artificial intelligence has evolved significantly. Today, tools are not only based on the presence of a word but also on the context of the email, the number of occurrences, its placement, and spelling. Avoid known spam words to keep your messages out of the junk folder.
4.4 Make it easy to unsubscribe
When a user receives an email they do not want, they are faced with three options: unsubscribe, stop opening emails, or report the email as spam. Being regularly reported as spam will have a catastrophic effect on your deliverability. Therefore, unsubscribing is by far the best option for list hygiene; ensure your unsubscribe option is clearly highlighted and visible.
4.5 Sign your emails
It is important that you can be identified on your emails (note that this is necessary if you send emails to German servers, for example). Add your name, brand name, business information, or website link to the footer. All links in the email, as well as the sending domain name, should point to the same accessible domain.
5. Understand the indicators and pools in your emails
With SystemeScale, users are divided into pools, and each pool uses a different set of IP addresses. The reputation of these IP addresses is one of the most important factors in ensuring email deliverability.
- Green Pool: Excellent statistics
- Yellow Pool: Average statistics
- Red Pool: Poor statistics
- Quarantine Pool: For new users with bad statistics
- Gray Pool: New users - moved to one of the four pools as soon as they have sent at least 500 emails
5.1 The Rules:
- Users are allocated to different groups every morning.
- A user must use SystemeScale as a client for at least 16 days to be placed in a pool other than the new user pool.
- A user can only be moved from one pool to another after having been in the current pool for at least 14 days.
- A user can only be moved from one pool to another after having sent a certain number of emails in the current pool: New User (Gray) β 500, Quarantine β 1000, and Risk Pools (Green/Yellow/Red) β 5000.
5.2 Thresholds:
The following are the thresholds for moving a user from one pool to another:
High risk (Red):
- Open Rate < 10%
- 0.4% < Spam Report < 1% (minimum of 6 spam reports)
- 1.8% < Bounce Rate > 5% (minimum of 30 bounced emails)
Moderate risk (Yellow):
- 10% < Open Rate < 20%
- 0.25% < Spam Report < 0.4% (minimum of 6 spam reports)
- 0.7% < Bounce Rate < 1.8% (minimum of 30 bounced emails)
Low risk (Green):
- Open Rate > 20%
- Spam Report < 0.25%
- Bounce Rate < 0.7%
6. Analyze your email statistics
To ensure good email deliverability, we monitor our users' activities daily. If we notice that any of the indicators are abnormally high, we suspend the sending of emails from the user's account as a security measure.
| Indicator | Healthy Status | Warning Status | Critical Status |
|---|---|---|---|
| Bounce Rate | Less than 0.5% | Between 0.6% and 1.9% | 2.0% and more |
| Spam Reports | Below 0.08% | Between 0.08% and 0.19% | 0.2% and above |
| Open Rate | 20% and more | Between 10% and 20% | Less than 10% |