Sending out newsletters is still a widespread practice among companies, in BtoC of course, but also in BtoB. To estimate the return on these mailings, the following KPIs are observed: click-through rates, open rates, shopping baskets and sales generated... These KPIs are of course essential, but they depend on the rates of mailings and deliverability with ISPs (Internet Service Providers).
Surface KPIs: opening, clicks...
Open rates for BtoC remain around 20%. There are a number of factors that impact opening and click-through rates, the first being your reputation with the ISP, forged by;
- The sender Who are you? Unless you want to remain hidden, it's best to indicate a domain name known to your base. Be careful not to send directly to your NDD, but rather to a sub-domain name created for the occasion.
- The object Ah the subject line... the more attractive and clickable it is, the more opens and clicks you'll get on your newsletter! As you probably already know, ISPs don't like objects that are too teasing, with random punctuation... The aim is to find a happy medium between the two...
- The pre-header: it provides additional information about your e-mail and is displayed below the subject line. One or two extra lines are all you need to convince people that your e-mail is worthwhile!
LThe purchase of an IP address is generally recommended.But there's another side to every coin. Without a dedicated IP, you are positioned on a common sending hub, with IP addresses that have already been used, which can penalize you... or enable you to benefit from an IP with a good reputation. Using an existing hub allows you to get started, even if you have to move to a dedicated IP if deliverability is too poor.
We won't go back over the subject of having qualified bases and opt-in. It often happens that, as integrations and migrations proceed, these notions become a little blurred. In this case, don't hesitate to start from 0, by monitoring the delivery and deliverability of your emails via the IP heaters offered by most mailing sites.
All these points influence the deliverability of your e-mails, of course, but your account settings are just as important. DCIM, SFTP and DMARC, if properly configured, give your visitors a chance to see your newsletter.
Mailing parameters
It's getting harder and harder to get past spam barriers. Standards have evolved, and with them practices to ensure that you show your credentials to ISPs, who severely punish what is perceived as spam (aka the filter from which there is no return - or with difficulty). There are a few terms you need to know;
SPF (Sender Policy Frame) This is an authentication process that determines whether the mail server (and therefore the IP address) has the right to send messages using your domain name. The aim is to protect you from identity theft and limit the amount of spam you receive.
DKIM (MailKeys Identified Mail)Is the message received the same as the one sent? This verification is carried out using encryption keys, one private (for e-mails) and one public (DNS zone).
DMARC (Domain-based Message, Authentication, Reporting & Conformance)The result of cooperation between several ISPs, it provides the sender with reports on authenticated and spam e-mails. On the inbox side, it enables behavior to be adapted according to the e-mails received.
In the case of a shared IP, SPF, DKIM and DMARC are often managed via the agency's domain name.
In the case of a dedicated IP, if sub-domains are assigned, SPF and DCIM protocols are often supported. Otherwise, it's up to you to set them up.
The settings for these points depend on your host; OVH offers a clear procedure
Verification.
How can I see if the parameters have been correctly implemented?
SPF, DKIM and DMARC in the code must be indicated as "PASS", adding the IP and NDD. adding the IP and NDD. From tags are available on Gmail for DMARCto see how the e-mail is perceived (go to the "View original" tab).
In summary (p[rule applicable to the domain]=NONE sp[rules for domain sub-domains].=NONE dis=NONE); NONE (all is well), QUARANTINE (messages are marked as spam) and REJECT (message is cancelled at SMTP level).
If the settings are not correct, go to your server to see what settings are in place. Check if your IP address is blacklisted from dedicated sites or through your e-mail address.
