After a colorful year 2020 even for the deliverability of our emails, we take a look at 2021 with Simon Bressier from Sendinblue and Florent Destors from Selligent. What are the latest changes in email operators? What challenges does 2021 hold for email deliverability? What conclusions can be drawn from the past year?
Participants.
Florent Destors, Delivrability Consultant at Selligent:
After 12 years in an agency as an HTML integrator, campaign manager and then project manager for CRM platform implementation, Florent joined Selligent in 2014 as a Deliverability Consultant. Since then, he has been supporting his clients on issues of deliverability and compliance with best practices in email delivery.
Simon Bressier, Head of Deliverability at SendinblueBathing in the world of email since 2010, first within a major web hosting association in France working on anti-fraud email and deliverability, and since 2012 with ESPs including Mailjet, Mailgunand now Sendinblue with 100 million emails routed every day and several hundred thousand active customers.
Jonathan Loriaux, Founder from Badsender: Jonathan has been active in the world of email marketing since 2007. After a career on the technical side, he turned to consulting and created the badsender.com blog in 2010 and the emailing agency of the same name in 2015.
The video replay
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The podcast replay
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Questions posed by the hearing
Many of you came to ask us your questions during the live. Unfortunately, we didn't have the opportunity to answer everyone. So here are some of your questions and our best answer (or possibly a link to a more detailed article on the subject).
Po: What is a spamtrap? What about recycled spamtrap?
Jonathan Loriaux: Spamtraps are trap addresses. Recycled spamtraps are old addresses of real users that have been recycled into spamtraps.
Feel free to read our article on the subject of spamtraps.
Adeline G: "How to avoid falling into the Gmail promo list?
Jonathan Loriaux : Please visit our article on the deliverability and the Gmail promotion tab.
Didier romain: Is the Bounce message clearly indicated by Orange?
Simon Bressier:
Jean-Michel Allain: A KPI of volume and/or % of complaints not to be crossed at @orange? Thank you.
Florent Destors :
Pierre Génin: This type of hardening (at ORANGE) has also been seen at other operators / ISPs / GMAIL / Outlook?
Simon Bressier:
Julien Bouché : Is there a site, or another, which communicates the updates of the antispam policy by operator?
Florent Destors :
Need help?
Reading content isn't everything. The best way is to talk to us.
Jean-Michel Allain : "G.Postmaster is a bit in beta, isn't it ? Often there are reports in graph. and when we click on the details ... 0 datas.
Simon Bressier:
Julien J : ?has Gmail changed anything with the new domains ? On two domains created, my emails land in spam, no matter if it's a dedicated/shared IP, a template/plain text email, ...
Florent Destors :
Jean-Michel Allain: "In Gmail, isn't a complaint rate of 0% a sign of junk delivery?
Simon Bressier:
Chloé POZE : How to address intelligently, without negative impact on the deliverability/reputation, the inactive (non openers of more than 3 months)? How often should I send emails, what content should I choose? Thank you
Jonathan Loriaux: On the question of frequency, there is not really a ready-made answer. But clearly, a recipient who has not opened your messages for several months has either lost all interest in your messages, or no longer sees them... because they have fallen into the spam box. You must therefore at least reduce DRASTICALLY the commercial pressure towards them. You may even have to dedicate a dedicated animation plan to them.
Then, the most efficient way to work on inactives is to plan an automated scenario that will first try to regain their interest... but if it doesn't work, to dismiss them permanently.
Removing inactives is the most effective way to restore the reputation of your email programs. Even though it may take many weeks or months to see the positive effects.
Maxime Allain : What is an inactive person ? a person who has not opened for x months ? a person who opens too few emails from the sender ?
Jonathan Loriaux: There are two types of inactives. People who don't open and click on your emails anymore, and those who haven't bought your products or services for a while. Regarding deliverability, it is the first category that interests us. Most often, we start to worry about people who have not opened or clicked for 3 months and we try not to target them after 6 to 9 months of inactivity. But these figures can be different depending on the sector of activity, the length of sales cycles and the frequency of sending emails.
Adeline G: What is a good opening rate for you if we shoot our active customer database?
Jonathan Loriaux: It is obviously very complicated to give generic figures without knowing exactly what type of messages we are talking about, in what sector, ... But if we generally say that 20% of opening is a threshold to be exceeded, it is rather a low average.
We can generally say that an opening rate is really good when it is around 30%. Moreover, at this level of commitment, there are rarely problems of deliverability.
Vincent: "Do emoticons impact the deliverability of his message?
Simon Bressier:
Chloe Jacquinet: Does the use of email backgrounds (in particular to overcome the dark mode on iPhone) have a negative effect on the deliverability of an email to certain ISPs?
Jonathan Loriaux: No. The content of your emails has an extremely low impact on deliverability of your emails. It should never be a central or daily issue. Instead, the content of your e-mails should generate engagement. That's what really counts.
Feel free to read our article on the text to image ratio in emails.
