{"id":37143,"date":"2026-02-15T21:00:17","date_gmt":"2026-02-15T21:00:17","guid":{"rendered":"https:\/\/doc.probance.com\/?p=37143"},"modified":"2026-02-15T21:27:01","modified_gmt":"2026-02-15T21:27:01","slug":"how-to-increase-the-number-of-newsletters-you-send-to-your-opt-ins-without-degrading-your-sending-quality","status":"publish","type":"post","link":"https:\/\/doc.probance.com\/en\/how-to-increase-the-number-of-newsletters-you-send-to-your-opt-ins-without-degrading-your-sending-quality\/","title":{"rendered":"How to increase the number of newsletters you send to your opt-ins without degrading your sending quality."},"content":{"rendered":"\n<p>You can send as many emails as you want\u2026 <strong>as long as your audience clicks<\/strong>.<\/p>\n\n\n\n<p>The performance of your email campaigns does not depend on the number of messages sent, but on <strong>how your recipients react<\/strong>. Once the technical prerequisites are validated (SPF, DKIM, DMARC authentication, consistency between the sending domain and the reply domain), Internet Service Providers (ISPs) mainly evaluate <strong>the quality of the traffic generated by your emails<\/strong>.<\/p>\n\n\n\n<p>They primarily look at:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>spam complaints<\/li>\n\n\n\n<li>clicks<\/li>\n\n\n\n<li>unsubscribes<\/li>\n<\/ul>\n\n\n\n<p>These signals are analyzed<strong> together<\/strong> to determine whether an audience can continue to be contacted, whether the sending frequency should be adjusted, or whether certain sends should be stopped altogether.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Part 1 &#8211; Deliverability Expertise<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">1.Keep sending as long as customers click<\/h2>\n\n\n\n<p>The key principle of deliverability is the following:<br><strong>an audience should generate a click rate > 1% to continue being contacted.<\/strong><\/p>\n\n\n\n<p>This level of clicks represents a positive engagement signal for ISPs, provided it is accompanied by controlled negative signals, in particular:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a <strong>complaint rate<\/strong> below 0.1%<\/li>\n\n\n\n<li>a <strong>controlled unsubscribe rate<\/strong>, below 0.5%<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-style-note is-layout-flow wp-block-quote-is-layout-flow\">\n<p>When these indicators remain within these ranges, the audience is considered responsive.<br>Conversely, if clicks decrease and complaints or unsubscribes increase, the audience is no longer perceived as sufficiently engaged by Internet Service Providers.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">2. Increase frequency gradually to give ISPs time to assess the acceptability of the pressure<\/h2>\n\n\n\n<p>It is possible to increase sending frequency, but only in a <strong>gradual manner<\/strong>. ISPs need time to observe signal stability and assess the acceptability of marketing pressure.<\/p>\n\n\n\n<p>A good practice is to spread the frequency ramp-up over approximately <strong>two months<\/strong>, in order to move progressively:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>from a weekly frequency,<\/li>\n\n\n\n<li>to several emails per week,<\/li>\n\n\n\n<li>then up to <strong>one email per day<\/strong> for the most engaged audiences.<\/li>\n<\/ul>\n\n\n\n<p>This gradual approach makes it possible to quickly detect any degradation in key metrics and adjust the strategy before the sending domain\u2019s reputation is impacted.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Build audiences based on click rate rather than forcing frequency<\/h2>\n\n\n\n<p>The right approach is not to increase frequency across the entire database, but to build distinct audiences according to their level of responsiveness, particularly click rate and recency of activity.<\/p>\n\n\n\n<p>Generally, we distinguish:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>frequent clickers<\/strong>, who can receive up to <strong>1 email per day<\/strong>,<\/li>\n\n\n\n<li><strong>occasional clickers<\/strong>, to be contacted <strong>once per week or less,<\/strong><\/li>\n\n\n\n<li><strong>low- or non-clicking audiences<\/strong>, for whom pressure should be significantly reduced or even temporarily stopped.<\/li>\n<\/ul>\n\n\n\n<p>Clicks, unsubscribes, and complaints should be analyzed together to decide on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>continuing sends,<\/li>\n\n\n\n<li>increasing or reducing frequency,<\/li>\n\n\n\n<li>or adding a new, more responsive audience (for example, clickers from the last 30 days).<\/li>\n<\/ul>\n\n\n\n<p>This decision-making <strong>framework provides a structured alternative<\/strong> t<strong>o forced frequency increases<\/strong>, which are often the root cause of deliverability degradation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Work on the template to support click-rate optimization<\/h2>\n\n\n\n<p>To complement click-rate optimization, <strong>working on the email template is essential<\/strong>.<\/p>\n\n\n\n<p>The main levers are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>improving the<strong> readability and visibility of CTAs<\/strong>,<\/li>\n\n\n\n<li>clearly structuring the reading hierarchy,<\/li>\n\n\n\n<li>optimizing the text-to-image ratio,<\/li>\n\n\n\n<li>making the <strong>unsubscribe link clearly visible<\/strong>.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-style-note is-layout-flow wp-block-quote-is-layout-flow\">\n<p>It is important to remember that an unsubscribe is less damaging than a complaint for your sending reputation. An accessible unsubscribe link helps channel dissatisfaction and prevents recipients from using the \u201cspam\u201d button, which has a much greater impact for ISPs.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Part 2 &#8211; The Proposed Support Offering<\/strong><\/h2>\n\n\n\n<p>To implement this methodology in a structured and sustainable way, we offer dedicated support: <strong>Coaching to increase the commercial pressure of your emails while ensuring strong deliverability.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A. Audit<\/h2>\n\n\n\n<p>The engagement begins with a comprehensive audit including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>a template audit<\/strong>,<\/li>\n\n\n\n<li><strong>an analysis of deliverability performance<\/strong> (clicks, complaints, unsubscribes, domain reputation),<\/li>\n\n\n\n<li><strong>an in-depth questionnaire about your marketing and business objectives<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>At the end of this phase, we provide both:<\/p>\n\n\n\n<p><strong>1. Template improvement recommendations<\/strong>, focusing in particular on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the visibility of the unsubscribe link,<\/li>\n\n\n\n<li>visible and sufficiently numerous CTAs,<\/li>\n\n\n\n<li>the text-to-image ratio and overall readability.<\/li>\n<\/ul>\n\n\n\n<p><strong>2. A growth action plan<\/strong>, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the creation of <strong>low-, medium-, and high-frequency audiences<\/strong>, with a controlled starting point,<\/li>\n\n\n\n<li><strong>a test-and-learn approach<\/strong> to progressively adjust audiences,<\/li>\n\n\n\n<li>the objective of increasing as much as possible the size of the audience reaching the target frequency.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-style-note is-layout-flow wp-block-quote-is-layout-flow\">\n<p>ISPs assess the quality of your traffic over successive sends and gradually determine your ability to reach the inbox. This test-and-learn methodology is therefore progressive, generally spread over 2 to 3 months.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">B. Execution of the Action Plan<\/h2>\n\n\n\n<p>The action plan is based on regular and structured operational monitoring.<\/p>\n\n\n\n<p>It includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>weekly performance tracking<\/strong>, including:\n<ul class=\"wp-block-list\">\n<li>click rate analysis,<\/li>\n\n\n\n<li>complaint volume monitoring,<\/li>\n\n\n\n<li>unsubscribe rate analysis,<\/li>\n\n\n\n<li>domain reputation monitoring.<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>continuous audience adjustments<\/strong>:\n<ul class=\"wp-block-list\">\n<li>low frequency,<\/li>\n\n\n\n<li>medium frequency,<\/li>\n\n\n\n<li>high frequency,<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>with recommendations on targeting and sending frequencies, as well as support with implementation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p><br>Increasing sending volumes is not incompatible with good deliverability.<br>The key lies in the ability <strong>to listen to audience signals<\/strong>, make smart trade-offs between engagement and pressure, and prioritize segmentation rather than uniformly increasing frequency.<br>It is this progressive, structured approach, aligned with the real logic of ISPs, that makes it possible to send more <strong>without sustainably damaging sending reputation<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You can send more if your emails generate clicks.<\/li>\n\n\n\n<li>Segmentation based on recency of activity is essential to adapt contact frequency.<\/li>\n\n\n\n<li>Ramp-up must be gradual and based on the analysis of clicks, complaints, unsubscribes, and domain reputation.<\/li>\n\n\n\n<li><strong>Engagement matters more than volume.<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Sending more is not the risk. Sending without a method is.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You can send as many emails as you want\u2026 as long as your audience clicks. The performance of your email campaigns does not depend on the number of messages sent, but on how your recipients react. Once the technical prerequisites are validated (SPF, DKIM, DMARC authentication, consistency between the sending domain and the reply domain), [&hellip;]<\/p>\n","protected":false},"author":444,"featured_media":37100,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[771],"tags":[],"class_list":["post-37143","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"_links":{"self":[{"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/posts\/37143","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/users\/444"}],"replies":[{"embeddable":true,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/comments?post=37143"}],"version-history":[{"count":3,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/posts\/37143\/revisions"}],"predecessor-version":[{"id":37147,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/posts\/37143\/revisions\/37147"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/media\/37100"}],"wp:attachment":[{"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/media?parent=37143"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/categories?post=37143"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/doc.probance.com\/en\/wp-json\/wp\/v2\/tags?post=37143"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}