Emarsys has one of the best sender reputations in the industry and we work very hard to keep it that way. We insist that all of our customers adhere to our guidelines and policies when it comes to content and sending strategy.
Please take the time to familiarize yourself with our Deliverability policy documents, which can help you ensure that your email campaigns enjoy the excellent delivery rates right from the start.
If your emails do not meet the industry standards for deliverability, it could delay the time until you are ready to send your first campaign. Below you can find our guidelines and other helpful information that will make sure your emails hit the inbox right from the start.
Why is deliverability important?
In order for you to send content safely and reliably to your recipients via our infrastructure, you need to comply with all relevant ISP requirements and local regulations, so that you can enjoy the best possible results from your marketing efforts.
A very important aspect of digital messaging is that there is no guaranteed way of knowing where your recipients are based and, as a result, which laws and regulations apply. To help combat this, our Deliverability Consultants keep up with all relevant ISP requirements and regional laws to make compliance as easily as possible.
The following visualization is designed to illustrate the range and scope of our Deliverability requirements:
What we can do vs. what you must do
The most important thing to understand about the nature of your partnership with Emarsys is this:
- Your reputation as an email sender is entirely in your own hands.
- Guarantee state-of-the-art sending infrastructure
- Provide all the information you need to know relating to deliverability compliance
- Guide you through the email channel onboarding process
- Provide good monitoring tools to keep track of your email responses
- Ensure your processes around contact acquisition are compliant
- Send relevant and engaging content
- Monitor your email responses and follow our guidelines if you notice a drop in performance
Deliverability onboarding has two distinct phases:
- Enabling your account for sending
- Building up your reputation as a safe sender
1. Enabling your account for sending
The first part of this process is purely technical and requires the following onboarding task to be completed:
The second part is for us to learn about your previous email sending history, so that we can prepare the most efficient and effective email ramp-up plan for you. For this you fill in this form:
2. Building up your reputation as a safe sender
Whether you are coming to Emarsys from a previous provider, or are entirely new to this business, we need to persuade ISPs that we are legitimately sending emails on your behalf and that you are not a spammer.
To do this we run a controlled ramp-up plan, whereby we start sending small volumes of emails to known engaged contacts, and gradually increase the volume until we are at your required levels.
The ramp-up plan takes a fixed amount of time (typically around three to four weeks), depending on your email content, frequency and volume. This is usually the longest phase of onboarding and it is therefore important that you migrate the right email campaigns over to your Emarsys account as early as possible so that we do not lose any time unnecessarily.
ISP policies & best practices
When onboarding with Emarsys, we make sure that you understand and comply with all the ISP-level requirements. These cover a range of legal, technical and content elements, including:
- The need for explicit opt-ins.
- Including support for opt-out mechanisms.
- Correctly using the Sender Authentication technical mechanisms.
These ISP-level requirements are the foundations that enable you to send mail with confidence that it will arrive safely in their recipients’ inboxes. Here are links to the policies for some of the most common providers:
- Google – https://support.google.com/mail/answer/81126?hl=en
- Microsoft – https://mail.live.com/mail/policies.aspx
- Yahoo – https://help.yahoo.com/kb/SLN3435.html
- AOL – https://postmaster.aol.com/best-practices
We have also provided some reference articles to help you better understand how global deliverability works:
Legal and compliance requirements
There are additional legal requirements that need to be met, mostly relating to opt-in and opt-out, so that you can be safe in the knowledge that when you do send content, you are doing all you can to reduce the risk of litigation.
At the same time, you will need to ensure that your web shop and email content is compliant with our standards. These documents will help you with that.
Finally, there are a number of ISP and Legal requirements on a content level (i.e. what you must always include in your mail), which encourage the recipients to actually engage with the content they are sent. To help meet our content requirements, we also provide best-practice tips and tricks to ensure your content makes it past spam filters and arrives with the intended recipients.
At the end of the day, you have a message that you believe your recipients would want to see, so we make sure that you can avoid any pitfalls that you may encounter.
The basics of good deliverability
Most ISPs are businesses that make money from advertising, not email. As such, their goal is to keep users on the page as long as possible by providing a great experience, and this means that they are very good at protecting their users from unwanted email. To get your email delivered to the inbox, you have to create, and keep, a good impression. This depends on three factors above all.
1. List hygiene
There are several factors contributing to good deliverability, and it all starts at the quality of the contact data file you import during your onboarding to Emarsys. You need to understand the data that you are using: the more you know about your contacts, the better.
This is a great opportunity to clean up all your "bad" email addresses: hard bounces, unknown users and other inactives. Anyone who has not opened any of your mails within the last year should be considered inactive.
Also, you have to make sure that you are adhering to all relevant legal requirements, and only send to opted-in customers, and only what they have signed up for.
This brings us to engagement, one of the key aspects of deliverability. During IP warm-up, first you have to send to a relatively small list of active customers. Active here means that they have opened or clicked an email in the last week or last two weeks.
This may sound frightening, but if they will most likely click or open, that means you are building a good reputation with the ISPs from the foundations, which is key to maintaining high deliverability rates.
Emarsys offers all the segmentation functionality you need to targets your emails accurately. Do it right and you can be sure that opens and clicks will follow.
3. Write relevant content
Finally, try to be as relevant as possible. Emarsys offers many personalization tools like conditional text and block targeting, as well as some great AI-driven features like Predict product recommendations, Incentive Recommendations, Send Time Optimization, and many others.
Sending the right email, to the right person, at the right time - this should be your ultimate goal.