- \n
- Recipient engagement:<\/strong> Best practices ensure that your emails land in recipients\u2019 inboxes and not in the spam folder, which increases the likelihood of them being opened and read.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Optimizing conversion rates :<\/strong>\n
- \n
- Customer interaction :<\/strong> Emails that reach the inbox are more likely to be opened, leading to interactions such as link clicks, purchases, or sign-ups.<\/li>\n\n\n\n
- Revenues :<\/strong> Good deliverability translates into higher sales and conversions, as your promotional messages and offers actually reach potential customers.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Return on investment (ROI) :<\/strong>\n
- \n
- Campaign effectiveness :<\/strong> Investing in deliverability maximizes the return on investment of your email campaigns. Fewer emails landing in spam means more conversions per email sent.<\/li>\n\n\n\n
- Resource efficiency :<\/strong> Good deliverability reduces wasted resources from sending emails that are never seen. This helps optimize the marketing budget.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Sender reputation :<\/strong>\n
- \n
- Avoiding blacklists :<\/strong> Poor practices can lead to your domain or IP address being blacklisted, making it even harder to send future emails.<\/li>\n\n\n\n
- Credibility :<\/strong> Following best practices helps maintain a positive reputation with email service providers, ensuring your emails continue to be delivered to inboxes.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n
<\/p>\n\n\n\n
Our Objectives<\/h2>\n\n\n\n
- \n
- Maintaining a strong reputation :<\/strong> We comply with ISP requirements and follow best practices to maximize the chances that your emails reach recipients\u2019 inboxes and are not marked as spam.<\/li>\n\n\n\n
- Providing proactive and personalized support :<\/strong> Our experts resolve technical blocking issues within one business day and assist you in cases of poor reputation. Our role goes beyond generic advice. For each issue encountered, we conduct an in-depth analysis and provide tailored recommendations.
In case of an incident, we contact Internet Service Providers (ISPs) and reroute traffic if necessary.<\/li>\n\n\n\n- Ensuring compliance and security :<\/strong> We make sure your email address collection points are free from vulnerabilities and that your emailing practices comply with regulations, while safeguarding user data.<\/li>\n\n\n\n
- Delivering precise analytics and customer support :<\/strong> We provide analytical tools to track campaign performance and technical support to help users optimize their email marketing efforts.<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"https:\/\/doc.probance.com\/wp-content\/uploads\/2025\/08\/Design-sans-titre-1.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nBest Practices for Email Deliverability<\/h2>\n\n\n\n
Email Authentication<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance)<\/strong> are the three essential pillars for the authentication of your emails.<\/li>\n<\/ul>\n\n\n\n
At Probance, SPF and DMARC records are configured with strict rules to ensure that only authorized IPs can send emails from your sending domains.<\/p>\n\n\n\n
In addition, we use DKIM to digitally sign your emails and prove they have not been altered. This is an effective configuration to fight against spoofing, domain impersonation, and to maintain a strong reputation with your recipients.<\/p>\n\n\n\n
If you delegate your domain to us, we handle the configuration and can adapt it as needed. If you do not delegate your domain, we provide you with the DNS records to add to your configuration, and you retain control to adjust them if necessary.<\/p>\n\n\n\n
Recipient List<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- Consent :<\/strong> Send emails only to recipients who have explicitly agreed to receive your communications.<\/li>\n\n\n\n
- Regular cleaning :<\/strong> Regularly remove invalid or inactive email addresses to keep your list clean.<\/li>\n\n\n\n
- Double Opt-In :<\/strong> Use double opt-in to confirm new subscribers\u2019 registration and reduce incorrect addresses.
\u2192 Check whether this option is available with your CMS.<\/li>\n<\/ul>\n\n\n\nEmail Content<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- Avoid spam words :<\/strong> Refrain from overusing words or phrases likely to trigger spam filters, such as \u201cfree\u201d<\/em>, \u201cpromotion\u201d<\/em>, or \u201cclick here\u201d<\/em>.<\/li>\n\n\n\n
- Text\/Image ratio :<\/strong> Maintain a good balance between text and images in your emails. Emails composed entirely of images are often flagged as spam.<\/li>\n\n\n\n
- Alt tags :<\/strong> Use alt tags for images to describe their content, which improves readability and accessibility.<\/li>\n\n\n\n
- Sender email address :<\/strong> Use a domain name that clearly identifies your company.<\/li>\n\n\n\n
- Subject line :<\/strong> Write a short subject line that sparks curiosity while avoiding spam words.<\/li>\n\n\n\n
- Preheader :<\/strong> Add a brief text in a few words to reinforce the subject line.<\/li>\n\n\n\n
- Header :<\/strong> Include your company logo and links to unsubscribe and view the online version of the email.<\/li>\n\n\n\n
- Footer :<\/strong> Highlight your social media links and customer service. Remind recipients why they are receiving the email (e.g., \u201cYou are receiving this email because you subscribed to our company\u2019s communications\u201d). Encourage them to delete the email after reading.<\/li>\n\n\n\n
- Unsubscribe link :<\/strong> Ensure there is a clear and easy-to-use unsubscribe link, with a simple process in just a few clicks. If you have a communication preferences center, include a link to it as well.<\/li>\n<\/ul>\n\n\n\n
Example email:<\/p>\n\n\n\n
![\"\"](\"https:\/\/doc.probance.com\/wp-content\/uploads\/2025\/08\/Capture-decran-2025-08-29-142349-1.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/doc.probance.com\/wp-content\/uploads\/2025\/08\/Capture-decran-2025-08-29-142411.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nPersonalization and Segmentation<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- Personalization :<\/strong> Address your emails by the recipient\u2019s name and adapt the content according to their preferences and behaviors.<\/li>\n<\/ul>\n\n\n\n
Probance enables you to personalize your communications by including information from your customers\u2019 profiles, such as their first name, last name, or birthday, in the messages you send them.<\/p>\n\n\n\n
You can use these personalization fields, which are tags linked to this profile information. These tags can be inserted into your templates and subject lines, and they will automatically be replaced with each recipient\u2019s specific data in the emails. This way, you can address every contact by their name, first name, or even include their registration date, birthday, and more.
<\/p>\n\n\n\n\n
To learn more:<\/strong><\/strong>
Read our tutorial Personalizing your emails with customer profile information<\/a><\/p>\n<\/blockquote>\n\n\n\n- \n
- Segmentation :<\/strong> Segment your contact list to send targeted and relevant emails, thereby increasing engagement.<\/li>\n<\/ul>\n\n\n\n
\n
To learn more:<\/strong><\/strong>
Read our tutorial Building a Campaign Target<\/a><\/p>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\nFrequency and Timing<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- Avoid excess :<\/strong> Don\u2019t send too many emails to your subscribers. Find the right balance to maintain engagement without being intrusive. We recommend sending no more than one newsletter per week to each recipient.<\/li>\n\n\n\n
- Optimal timing :<\/strong> Test and analyze the best times to send your emails in order to optimize open and click-through rates.<\/li>\n<\/ul>\n\n\n\n
\n
Note:<\/strong> Probance One takes personalization even further by automatically determining the optimal sending time<\/strong> for each contact who has already opened at least one of your emails, which is the time when the contact is most receptive and most likely to engage with your emails.<\/p>\n<\/blockquote>\n\n\n\n
Technical Quality<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- Responsive design :<\/strong> Make sure your emails are easily readable on all devices, including mobiles and tablets. Templates built with Fast Builder are responsive by default, with each block configured to adapt to the device on which it is viewed. Several options are available in our editor to control and optimize the display of your templates on mobile.<\/li>\n\n\n\n
- Loading speed :<\/strong> Optimize images and code so your emails load quickly, even on slow connections.<\/li>\n\n\n\n
- Preview testing :<\/strong> Use tools to preview your emails in different email clients before sending.<\/li>\n<\/ul>\n\n\n\n
Unsubscription Management<\/strong><\/strong><\/h3>\n\n\n\n
- \n
- Visible unsubscribe link :<\/strong> Include a clear and easy-to-find unsubscribe link in every email. We recommend placing this link in both the header and the footer of your email template.<\/li>\n\n\n\n
- Simple process :<\/strong> Make the unsubscribe process easy to prevent users from marking your emails as spam.<\/li>\n<\/ul>\n\n\n\n
Increase in email sending<\/strong><\/strong><\/h3>\n\n\n\n
When sending your first newsletter via Probance, a controlled send increase<\/strong> is implemented by your project manager. This approach involves gradually sending the campaign, with a growing number of recipients at each stage, until the entire contactable base is reached.<\/p>\n\n\n\n
- \n
- If your database contains more than 10,000 opt-in profiles<\/strong>, the newsletter is automatically duplicated to allow a staged increase in sending volume.<\/li>\n\n\n\n
- This strategy prevents a sudden, large-scale send from being flagged as suspicious by email providers, which could result in emails being blocked or quarantined.<\/li>\n\n\n\n
- It also helps to gradually build your sender reputation<\/strong>, a crucial factor in ensuring deliverability.<\/li>\n<\/ul>\n\n\n\n
- Simple process :<\/strong> Make the unsubscribe process easy to prevent users from marking your emails as spam.<\/li>\n<\/ul>\n\n\n\n
- Loading speed :<\/strong> Optimize images and code so your emails load quickly, even on slow connections.<\/li>\n\n\n\n
- Optimal timing :<\/strong> Test and analyze the best times to send your emails in order to optimize open and click-through rates.<\/li>\n<\/ul>\n\n\n\n
- Avoid excess :<\/strong> Don\u2019t send too many emails to your subscribers. Find the right balance to maintain engagement without being intrusive. We recommend sending no more than one newsletter per week to each recipient.<\/li>\n\n\n\n
- Segmentation :<\/strong> Segment your contact list to send targeted and relevant emails, thereby increasing engagement.<\/li>\n<\/ul>\n\n\n\n
- Text\/Image ratio :<\/strong> Maintain a good balance between text and images in your emails. Emails composed entirely of images are often flagged as spam.<\/li>\n\n\n\n
- Regular cleaning :<\/strong> Regularly remove invalid or inactive email addresses to keep your list clean.<\/li>\n\n\n\n
- Consent :<\/strong> Send emails only to recipients who have explicitly agreed to receive your communications.<\/li>\n\n\n\n
- Providing proactive and personalized support :<\/strong> Our experts resolve technical blocking issues within one business day and assist you in cases of poor reputation. Our role goes beyond generic advice. For each issue encountered, we conduct an in-depth analysis and provide tailored recommendations.
- Credibility :<\/strong> Following best practices helps maintain a positive reputation with email service providers, ensuring your emails continue to be delivered to inboxes.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n
- Resource efficiency :<\/strong> Good deliverability reduces wasted resources from sending emails that are never seen. This helps optimize the marketing budget.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Revenues :<\/strong> Good deliverability translates into higher sales and conversions, as your promotional messages and offers actually reach potential customers.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Optimizing conversion rates :<\/strong>\n
![\"\"](\"https:\/\/doc.probance.com\/wp-content\/uploads\/2025\/08\/image-5-1024x683.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/doc.probance.com\/wp-content\/uploads\/2024\/09\/Design-sans-titre-4.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/doc.probance.com\/wp-content\/uploads\/2025\/08\/image-9-1024x289.png\")
<\/figure>\n\n\n\n