The biggest challenge of a professional email solution is deliverability. What is the point of spending precious time preparing a newsletter if your subscribers do not receive it? That is the reason why it is essential to opt for an email service which both ensures good deliverability and follows certain good practices. These two aspects are fundamental in increasing the chances of your newsletters actually ending up in your contacts’ inboxes and not in unwanted email addresses.

In this article, we will see how to easily increase the deliverability rates for your email campaigns.

The best practices for increasing your deliverability rates

1. Request authorisation from your subscribers

A request for authorisation shows that you are serious and represents the first stage towards a relationship of trust with your subscribers.

Writing spontaneously to contacts who have not given you their formal authorisation not only breeds mistrust, but it also harms your reputation. Unsolicited emails can lead to an immediate block of your campaign and potentially to legal complications in the event of any complaints.

By using the Infomaniak Newsletter tool, your contacts will automatically be invited to give their agreement to join your contacts list, thus avoiding any bother for you later on.

2. Write to your contacts regularly

It is important to send a newsletter at least twice a year to your subscribers in order to check that your list is still made up of valid email addresses. If applicable, we advise you to remove the contacts you have not written to for over six months.

If your lists contain too many invalid email addresses, the rebound rate for your campaign will be too high, which may lead to the newsletter being blocked. This security allows all Newsletter tool users to fight SPAM effectively and retain outstanding deliverability rates. If you have any doubts, do not hesitate to clean up your subscriber list with a service like Neverbounce or Bounceless.

3. Use this tip to reach new audiences

Generally, email services condemn the use of purchased email lists. Besides the fact that these contacts have not given you authorisation to use their email address to contact them, these lists mostly contain invalid email addresses, which has the effect of increasing rebound rates for your campaigns and diminishing your reputation as a sender and that of all newsletter tool users. That is why Infomaniak automatically detects and blocks this type of email in order to keep exemplary deliverability rates. To reach new audiences, there are other risk-free practices like affiliation.

4. Run away from hooks which could be interpreted as SPAM

Spammers all have one thing in common; they often use expressions like “promotion”, “100% free”, “incredible deal” or repeated and excessive punctuation signs, like “!!!!!!!!”. Be sure as well to banish the abuse of capital letters and to use a sender address which inspires confidence and a coherent domain with the site on which your contacts subscribed to your newsletter.

5. Keep a base of professional followers

The lower the rebound rate for your email campaigns and the higher your opening rate is, the better your reputation will be. So do not hesitate to highlight your unsubscribe link and be sure to only keep contacts who are really interested in your content.


In summary, the main challenge is to follow these two fundamental principles:

  • only contact people who have given you their authorisation
  • write to your contact list regularly

Finally, it is essential to use an email solution which enjoys an excellent reputation among email address providers such as GMail, Yahoo, Infomaniak, etc. in order to ensure that your newsletters are not rejected. As a web hosting provider of more than a million email addresses, Infomaniak already follows best practices in the sector and has also set up additional security measures implemented directly in the newsletter tool in order to offer the best deliverability rates possible. Together with the good practices mentioned in this article, Infomaniak’s emailing tool offers you the guarantee of reaching your potential clients and clients in the best conditions possible.


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