{"id":21844,"date":"2024-10-01T00:00:00","date_gmt":"2024-10-01T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/ameliorer-taux-de-livraison-des-emails\/"},"modified":"2026-09-15T18:17:47","modified_gmt":"2026-09-15T18:17:47","slug":"ameliorer-taux-de-livraison-des-emails","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/ameliorer-taux-de-livraison-des-emails\/","title":{"rendered":"Comment am\u00e9liorer la d\u00e9livrabilit\u00e9 de vos emails pour l&rsquo;avenir de l&#8217;email"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">When it comes to email marketing, many senders focus solely on their delivery rates. But here&rsquo;s the catch: a high delivery rate doesn&rsquo;t always translate to great deliverability. \u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">At 2024\u2019s Email Camp: MessageMania, industry expert Laura Atkins highlighted the rapid changes in email deliverability and the need for marketers to adapt. Building on these insights and our latest research, we&rsquo;ve compiled this guide to help you navigate the complex landscape of email delivery and deliverability in 2025 and beyond.\u00a0<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-2937\"><p class=\"h5 m-0\" id=\"toc-title-2937\">Table des mati\u00e8res<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#whats-the-difference-between-email-deliverability-and-email-delivery\">What&rsquo;s the difference between email deliverability and email delivery?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#common-email-deliverability-problems\">Common email deliverability problems<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#tips-to-improve-your-email-deliverability\">Tips to improve your email deliverability\u00a0<\/a><a class=\"scrollme link-body-color\" href=\"#tip-1-keep-your-email-list-up-to-date\">Tip #1: Keep your email list up-to-date<\/a><a class=\"scrollme link-body-color\" href=\"#tip-2-use-double-opt-in-for-new-subscribers-to-verify-their-address-before-being-placed-on-your-mailing-list\">Tip #2: Use double opt-in for new subscribers to verify their address before being placed on your mailing list<\/a><a class=\"scrollme link-body-color\" href=\"#tip-3-manage-subscribers-expectations\">Tip #3: Manage subscribers&rsquo; expectations<\/a><a class=\"scrollme link-body-color\" href=\"#tip-4-monitor-engagement-metrics-and-spam-complaints\">Tip #4: Monitor engagement metrics and spam complaints<\/a><a class=\"scrollme link-body-color\" href=\"#tip-5-be-cautious-with-attachments-especially-pdfs\">Tip #5: Be cautious with attachments, especially PDFs<\/a><a class=\"scrollme link-body-color\" href=\"#tip-6-balance-links-and-images-in-your-emails\">Tip #6: Balance links and images in your emails<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#key-takeaways\">Key takeaways<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">What&rsquo;s the difference between email deliverability and email delivery?<\/h2>\n\n<p class=\"wp-block-paragraph\">Don\u2019t let the names fool you. Email Delivery and Email Deliverability are two different things:\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Email delivery\u00a0is the percentage of emails that are received by the mail servers of your subscriber&rsquo;s Internet Service Provider<\/b> (ISP), like Gmail or Yahoo. The emails that do not make it to the server are categorized into <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/rebonds-email-que-faire\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>soft<\/u><\/a><u> and <\/u><a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/rebonds-email-que-faire\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>hard bounces<\/u><\/a> and can hurt your sender reputation, so make sure you have a <a href=\"https:\/\/www.mailgun.com\/fr\/resources\/learn\/glossary\/return-path\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>return-path set up<\/u><\/a> to receive that bounce information.<\/li>\n\n\n\n<li><b>Email deliverability\u00a0is the percentage of delivered emails that make it into the inbox. <\/b>Aside from your sender and IP reputations and your email authentication records, inbox providers will also look at how users engage with the content of your emails to determine whether your emails belong in the inbox or the spam folder. Watch the following video to get a more detailed breakdown from Mailgun\u2019s Deliverability Operations Team Lead, Renate Burns.<\/li>\n<\/ul>\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=mQ9lwALFIeE\" class=\"lazy-video-link\" data-lazy-video=\"mQ9lwALFIeE\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/mQ9lwALFIeE\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/mQ9lwALFIeE\/maxresdefault.jpg\" alt=\"Email delivery rate vs deliverability: 88% of senders don\u2019t know the difference\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=mQ9lwALFIeE#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/mQ9lwALFIeE\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/mQ9lwALFIeE\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=mQ9lwALFIeE\",\n    \"name\": \"Email delivery rate vs deliverability: 88% of senders don\\u2019t know the difference\",\n    \"description\": \"Fact: The email delivery rate does not tell you how many emails made it to the inbox. \\n\\nHigh delivery rates don\\u2019t necessarily mean your campaigns and messages are reaching subscribers' inboxes. Many senders mistake the email delivery rate metric for true inbox placement, but these two measurements are very different.  \\n\\nHere\\u2019s the shocking truth... 88% of senders in a Sinch Mailgun survey could not correctly define what the delivery rate actually measures.  \\n\\nIn this video, Sinch Mailgun deliverability expert Renate Burns breaks down the crucial distinction between the delivery rate and deliverability in general, explaining why a high delivery rate doesn\\u2019t mean your emails are being seen by recipients. What you may not realize is that any email that\\u2019s filtered into the spam folder also counts towards the delivery rate. \\n\\nWatch Renate clears things up for us. You\\u2019ll learn why simply looking at your delivery rate isn't enough to gauge email deliverability success. Find out why the delivery rate only tells part of the story. You need to look deeper at various engagement signals and conduct inbox placement tests to understand your true deliverability performance. \\n\\nGet more survey results to help you reach the inbox in an ungated, interactive report: \\n\\nhttps:\/\/www.mailgun.com\/resources\/research\/inbox-placement-spam\/  \\n\\nRead more about the email delivery rate metric and how to improve it: \\nhttps:\/\/www.mailgun.com\/blog\/deliverability\/improve-your-email-delivery-rate\/\",\n    \"uploadDate\": \"2024-11-20T16:56:56+00:00\",\n    \"duration\": \"PT1M17S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <b>Learn more:<\/b> Deliverability (rate) as a metric is also refered to as an <b>inbox placement rate<\/b>. Deliverability is an all-encompassing practice that has become known also as a metric. But there\u2019s more to the story. Check it out in <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/what-is-inbox-placement\/\">our post on the inbox placement rate<\/a> and how it\u2019s calculated.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">A good delivery rate doesn\u2019t always mean good deliverability but our 2025 state of email deliverability report shows that 50.9% of respondents confuse <b>delivery <\/b>for<b> deliverability, <\/b>the percent of email that reach the inbox.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>An email program is one of the most valuable tools at an organization\u2019s disposal as it can help you <\/b><a href=\"\/products\/inbox\/deliverability\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u><b>achieve a high deliverability rate<\/b><\/u><\/a><b>,<\/b> which is the rate at which your email is successfully delivered to your target audience\u2019s inbox. However, if done poorly, your program may result in low deliverability rates, fewer customers, and delayed orders or services.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-e97b6ba3145c24541f16506314a60fb3\">\r\n            Every single one of us has the opportunity to create the future of deliverability, and I say this from experience.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/laura_atkins.jpeg\" alt=\"Photo de Laura Atkins\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-e97b6ba3145c24541f16506314a60fb3\">\r\n                        Laura Atkins                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Co-founder at Word to the Wise<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h2 class=\"wp-block-heading\">Common email deliverability problems<\/h2>\n\n<p class=\"wp-block-paragraph\">As the email landscape evolves, so to do the challenges. Email is fundamentally changing, and this brings us to an inflection point in the evolution of email. The chaos, the questions, the legislation, and the new technologies like AI only highlight the importance of email deliverability. And inboxes have been getting involved. \u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">\u00a0In 2024 Gmail and Yahoo began implementing major changes, holding bulk senders to deliverability standards.\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Stronger authentication: <\/b>Bulk senders must implement SPF, DKIM, and DMARC (with at least a \u00ab\u00a0none\u00a0\u00bb policy).\u00a0<\/li>\n\n\n\n<li><b>Easy unsubscribe: <\/b>One-click unsubscribe functionality is now mandatory.\u00a0<\/li>\n\n\n\n<li><b>Spam rate threshold:<\/b> Senders must maintain a spam complaint rate below 0.3%.\u00a0<\/li>\n<\/ul>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Learn more about the Gmail and Yahoo sender requirements <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/\">in our post on the updates<\/a>.\u00a0<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">What Yahoo and Google really did was just add enforcement, so senders stick to best practices. Because of this, we\u2019ve seen an <a href=\"https:\/\/www.mailgun.com\/fr\/state-of-email-deliverability\/chapter\/exigences-authentification-des-emails\/\" target=\"_tabs\" rel=\"noopener noreferrer\">11% increase in DMARC adoption,<\/a> which was <a href=\"https:\/\/dmarc.org\/stats\/dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\">historically minimal<\/a>. Here&rsquo;s how email authentication implementation looks according to <a href=\"https:\/\/www.mailgun.com\/fr\/state-of-email-deliverability\/chapter\/introduction\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>State of email deliverability 2025<\/i><\/a>: <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>DKIM\u00ad and SPF usag\u00ade<\/th><th>DMAR\u00adC adop\u00adtion<\/th><\/tr><\/thead><tbody><tr><td>58.5\u00ad% use DKIM\u00ad, 55.4\u00ad % use SPF in 2023\u00ad<\/td><td>42.5\u00ad% surv\u00adeyed had impl\u00ademented DMAR\u00adC in 2023\u00ad<\/td><\/tr><tr><td>66.2\u00ad% of send\u00aders in 2024\u00ad<\/td><td>53.8\u00ad% surv\u00adeyed had impl\u00ademented DMAR\u00adC in 2024\u00ad<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">If you\u2019re looking to improve your email deliverability rate, a good place to start is your authentication methods like <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/spf-records-basics\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>SPF<\/u><\/a> and <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/comprendre-dkim-fonctionnement\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>DKIM<\/u><\/a>. <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/envois-emails-masse-bonnes-mauvaises-pratiques\/#chapter-2%20\" target=\"_tabs\" rel=\"noopener noreferrer\">If you\u2019re a bulk sender<\/a> you\u2019ll also need to ensure you have a <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/reputation-du-domaine-et-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>DMARC<\/u><\/a> record setup, which is an email authentication measure to protect your domain from unauthorized senders spoofing their emails to look like they came from you.<\/p>\n\n<p class=\"wp-block-paragraph\">Inbox providers will also look at how users engage with the content of your emails. Your <b>email engagement rate<\/b> is a combination of total engagement: open rates and click rates are both positive engagement signals that inbox providers will look at when determining where to send your emails.<\/p>\n\n<p class=\"wp-block-paragraph\">Bad <b>email list quality <\/b>can also cause deliverability problems. Some inbox providers will do a domain blocklist lookup, and if your domain is on an email blocklist like <a href=\"https:\/\/www.spamhaus.org\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Spamhaus<\/u><\/a>, you could go straight to the spam folder, if they accept your message at all. Blocklist providers and ISPs keep a list of <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/spam-traps-what-you-should-know\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>spam traps \u2013 email addresses that aren&rsquo;t operated by real users<\/u><\/a> \u2013 that are designed to catch senders with poor sending practices. If one of those ends up in your email database, your emails will be blocklisted and won\u2019t reach their intended destination.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-5b2ce847c00ec67dc40cbc1575b3ca23\">\r\n            Email is a channel that is often celebrated for its high return on investment. However, that ROI decreases as email deliverability issues increase. Email is a great source for revenue generation, but when messages end up in spam, people are extremely unlikely to take action. It doesn&rsquo;t matter how cost-effective email is. If your campaigns aren&rsquo;t reaching people, your ROI is zero.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/laura_atkins.jpeg\" alt=\"Photo de Laura Atkins\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-5b2ce847c00ec67dc40cbc1575b3ca23\">\r\n                        Laura Atkins                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Co-founder at Word to the Wise<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">There are other metrics like sender score that can also have an impact on your deliverability, which can look at both your <b>domain reputation and IP reputation<\/b>. These metrics are influenced by your behavior as a sender. If your email marketing campaigns follow best practices like outlined in this post then you&rsquo;re already on your way to avoiding major issues.<\/p>\n\n<p class=\"wp-block-paragraph\"><i>Catch Laura\u2019s full Email Camp: MessageMania session on the future of email deliverability<\/i>\u00a0<\/p>\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=vMG2JuWDufg\" class=\"lazy-video-link\" data-lazy-video=\"vMG2JuWDufg\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/vMG2JuWDufg\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/vMG2JuWDufg\/maxresdefault.jpg\" alt=\"The future of email deliverability | Email Camp 2024\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=vMG2JuWDufg#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/vMG2JuWDufg\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/vMG2JuWDufg\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=vMG2JuWDufg\",\n    \"name\": \"The future of email deliverability | Email Camp 2024\",\n    \"description\": \"Ever wondered how email marketing has changed over the years? Join Laura Atkins, co-founder of Word to the Wise, as she takes us on a journey through the evolution of email deliverability. \\n\\nFrom scientist to email marketing guru, Laura shares her unique insights and paints a vivid picture of where this essential digital tool is heading. \\n\\nHighlights\\n\\ud83d\\udce8 The industry is at a critical juncture, similar to the early days of email. Filters are constantly evolving, requiring senders to adapt their strategies and best practices.\\n\\ud83e\\udd14 There\\u2019s a shift in responsibility from ESPs to individual senders. New standards, like Google and Yahoo\\u2019s, are forcing senders to take ownership of authentication and reputation, making deliverability more complex.\\n\\ud83e\\udd1d Collaboration is key to navigating these changes. The email community has always been supportive, and sharing knowledge and experiences is crucial to forging a better future for deliverability.\\n\\ud83d\\udcaa We have the power to shape the future of email deliverability. Leveraging our skills, insights, and creativity, we can create a more robust and ethical email ecosystem.\\n\\u2728 Chaos breeds opportunity. This moment of change presents a chance to reimagine the deliverability landscape and build new strategies that better serve senders and recipients.\\n\\nThis session is from Day 1 of Email Camp 2024: MessageMania. Check out the rest of the sessions: https:\/\/www.youtube.com\/playlist?list=PL0BaQoZdfN0L-kpbrimuyTUjqZMeNMIwC\\n\\nDon't miss out Email Camp 2025\\nWant to be the first to know about all the sessions and speakers?\\nSign up and get Email Camp 2025 updates straight to your inbox: https:\/\/hello.mailjet.com\/email-camp-save-the-date\/\\n\\n\\n#emailcamp #email #deliverability\",\n    \"uploadDate\": \"2024-09-30T16:30:11+00:00\",\n    \"duration\": \"PT34M35S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n<h2 class=\"wp-block-heading\">Tips to improve your email deliverability\u00a0<\/h2>\n\n<p class=\"wp-block-paragraph\">So, what can you do to improve the deliverability of your emails? Here\u2019s six quick tips:\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">Tip #1: Keep your email list up-to-date<\/h3>\n\n<p class=\"wp-block-paragraph\">Some things age well, like wine, cheese, and George Clooney. Your email list? Not so much.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Older mailing lists contain outdated, abandoned, and uninterested recipients that can have a negative impact on both email delivery and email deliverability rates. <b>Over the last few years, ISPs have moved away from traditional spam filters and focused their attention on user engagement<\/b> \u2013 that is, how your subscribers interact with the emails you send them. These interactions help them determine whether emails should go to our inbox or land in our spam folder.<\/p>\n\n<p class=\"wp-block-paragraph\">As an email sender, when you keep these addresses in your list then your emails may bounce or go to the wrong inbox. This can lead to spam complaints, which can harm your delivery rate and reputation. If your sending address and domain are constantly flagged as spam and lack positive engagement, your emails will stop showing up even in the inboxes of those who want them, and your messaging will reach fewer people. This, in turn, can hurt your organization\u2019s financial goals.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-e8ecfd45793fb7c44b398305b03085e6\">\r\n            Filters are ever-changing. They have to be flexible to meet ongoing and emerging threats. That means deliverability folks need to be flexible as well.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/laura_atkins.jpeg\" alt=\"Photo de Laura Atkins\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-e8ecfd45793fb7c44b398305b03085e6\">\r\n                        Laura Atkins                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Co-founder\u00a0at Word to the Wise\u00a0<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">To easily avoid these pitfalls, be sure to <a href=\"https:\/\/www.mailgun.com\/fr\/products\/inbox\/email-verification\/email-validator\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>validate your mailing list,<\/u><\/a> update it regularly, and remove inactive subscribers. email validation ensures that you are sending your emails to real addresses and interested customers. These customers will engage with your communications and keep your deliverability rates high and your reputation sparkling.<\/p>\n\n<h3 class=\"wp-block-heading\">Tip #2: Use double opt-in for new subscribers to verify their address before being placed on your mailing list<\/h3>\n\n<p class=\"wp-block-paragraph\">We\u2019ve all mistyped our email address. Perhaps we aren\u2019t paying attention, or maybe we\u2019re just in a rush to get a fast-selling item. It\u2019s likely that, for a variety of reasons, at least a few of your customers won\u2019t type in their email address correctly on your platform. <b>Incorrect email addresses can result in unseen communications and negative feedback.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">The solution? Verify the email address at the point of interaction using a <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/email\/double-opt-in-with-php-mailgun\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>double opt-in tool<\/u><\/a>. If you request someone\u2019s email address when they place an order or sign up for an account, send them an email confirming their subscription using double opt-in. The likelihood of you receiving an engaged customer and correct email address is much higher, and communication between you and your customers will be much smoother and more positive for both parties.<\/p>\n\n<h3 class=\"wp-block-heading\">Tip #3: Manage subscribers&rsquo; expectations<\/h3>\n\n<p class=\"wp-block-paragraph\">Recipients&rsquo; expectations are at the heart of email deliverability. During your subscriber&rsquo;s sign-up phase, your customer needs to know exactly what they are getting into. The more you&rsquo;re aligned with them, the better your results will be.<\/p>\n\n<p class=\"wp-block-paragraph\">There are some shady ways to grow your email database that might get you more contacts, but will hurt your sender reputation in the long term. Why? Because these subscribers didn\u2019t request to receive regular emails and may ignore the message, mark it as spam, or unsubscribe. ISPs will also pick up on this low engagement and downgrade your sender reputation, hurting your overall deliverability rate.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Clearly asking for consent and letting your contacts know the type of content you\u2019ll be sending them will help manage their expectations and maintain good email engagement. Segmenting your audience based on how often they interact with your emails and <a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/email-segmentation\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>adapting your email frequency to each of these segments<\/u><\/a> can also help minimize the impact of non-engagers. And if you have done all of this but a recipient still shows a lack of engagement, <a href=\"https:\/\/www.mailjet.com\/blog\/deliverability\/understanding-email-sunset-policies\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>it might be time to just let them go.<\/u><\/a><\/p>\n\n<h3 class=\"wp-block-heading\">Tip #4: Monitor engagement metrics and spam complaints<\/h3>\n\n<p class=\"wp-block-paragraph\">Sometimes the truth hurts. One person may not care if they receive several reminders or offers from your organization, but another may grumble about their full inbox. But how exactly do you know if your subscribers want your communications and are engaging with them?<\/p>\n\n<p class=\"wp-block-paragraph\">Open and click-through rates, as well as your unsubscribes and spam complaints, can help you understand whether your audience is finding your emails valuable or not. Since ISPs now focus on user engagement to decide where an email should land, carefully monitoring them is important to protect your deliverability. If your email campaigns have high negative engagement, like bounce rates or complaint rates, then that is a signal that you&rsquo;re not following best practices and could influence if you make it into the inbox or not.\u00a0<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Monitoring your email metrics in one place and getting granular insights is key to understanding your email program. Learn more about how Sinch Mailgun can help you monitor in <a href=\"https:\/\/www.mailgun.com\/blog\/product\/new-email-analytics-features-to-answer-your-performance-questions\/\">our post on monitoring email analytics<\/a>.\u00a0<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">You should also set up a <a href=\"https:\/\/en.wikipedia.org\/wiki\/Feedback_loop_(email)\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>feedback loop (FBL)<\/u><\/a> to keep track of any spam complaints your message receives. While Mailgun registers all of their IPs for feedback loops, you should double-check and make sure that you are signed up for all major email service provider FBLs. <b>Ignoring feedback and garnering too many complaints can lead to these providers blocking your emails<\/b>, which seriously harms your deliverability. Embrace the truth, embrace the loop, and cut back on emails customers find redundant.<\/p>\n\n<h3 class=\"wp-block-heading\">Tip #5: Be cautious with attachments, especially PDFs<\/h3>\n\n<p class=\"wp-block-paragraph\">There\u2019s a lot of information out there on how you should never attach pdfs, they look spammy, and the file attachments themselves can be deliverability nightmares. Despite the warnings, many reputable senders regularly send bulk emails with PDF attachments like invoices or receipts, here\u2019s what you need to keep in mind.\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>File size:<\/b> Large attachments can cause deliverability issues. Keep your total email size (including attachments) under 10MB as a general rule.\u00a0<\/li>\n\n\n\n<li><b>Content of PDFs:<\/b> Longer PDFs may be scrutinized more closely by spam filters, as they can potentially hide malware.\u00a0<\/li>\n\n\n\n<li><b>Quantity of attachments:<\/b> Sending multiple attachments, especially large image files, can significantly impact deliverability. One user reported issues when a client attached 10 images of 5MB each to a single email.\u00a0<\/li>\n\n\n\n<li><b>Attachment names:<\/b> Be cautious with attachment names. One user reported that Gmail hard-bounced an email because the PDF name included \u00ab\u00a0.com\u00a0\u00bb (as part of a company name).\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">The TL:DR? Keep your attachments small and relevant. Limit the number of attachments per email, be clear, and consider using download links for larger files. But our best advice is to make sure your other deliverability benchmarks are healthy \u2013 like strong authentication \u2013 so you don\u2019t get mistaken for a scammer. <\/p>\n\n<h3 class=\"wp-block-heading\">Tip #6: Balance links and images in your emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Email analysis tools may flag emails that contain multiple links but no images. While the absence of images doesn&rsquo;t directly impact deliverability, there are some considerations (aren\u2019t there always?):\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Context matters: <\/b>Emails with multiple links and no images may be more likely to trigger spam filters, especially if combined with domain or IP reputation issues.\u00a0<\/li>\n\n\n\n<li><b>Email type: <\/b>Marketing or system emails often include images like logos or headers. The presence of these can help distinguish them from personal messages.\u00a0<\/li>\n\n\n\n<li><b>User experience:<\/b> While not strictly a deliverability issue, including relevant images can improve the overall user experience and engagement with your emails.\u00a0<\/li>\n\n\n\n<li><b>Balance is key:<\/b> There&rsquo;s no strict rule requiring images in every email. The important factor is to ensure your content is relevant, engaging, and valuable to the recipient.\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Remember, email deliverability is a complex topic, and no single factor determines whether your email will reach the inbox. Focus on providing value to your recipients, maintaining a good sender reputation, and following best practices for authentication and list management.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">Key takeaways<\/h2>\n\n<p class=\"wp-block-paragraph\">Email deliverability is all about making sure that your emails land in an inbox. If you want to ensure that your emails are being seen by potential customers, and appropriately engaged with, you need to show ISPs that your emails are wanted and prompt positive interactions from your consumer base.<\/p>\n\n<p class=\"wp-block-paragraph\">Up-to-date mailing lists, valuable content, and succinct mail will help your emails land securely in your contacts\u2019 inbox and provide a solid foundation on which your company can grow.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_e6d5150b63eb4c701bc0c5febe667b35\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_e6d5150b63eb4c701bc0c5febe667b35\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/fr\/solutions\/services-delivrabilite-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Si vos clients ne re\u00e7oivent pas vos emails, il y a de fortes chances que votre programme d&#8217;emailing ait besoin d&rsquo;\u00eatre rafra\u00eechi gr\u00e2ce \u00e0 ces conseils en mati\u00e8re de d\u00e9livrabilit\u00e9 des emails, tir\u00e9s des interventions de Laura Atkins, experte du secteur et intervenante \u00e0 l&rsquo;\u00e9v\u00e9nement Email Camp\u00a0: MessageMania.<\/p>\n","protected":false},"author":49,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-21844","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boostez la d\u00e9livrabilit\u00e9 de vos emails en 2025 : conseils d&#039;experts et donn\u00e9es - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment am\u00e9liorer la d\u00e9livrabilit\u00e9 de vos emails en 2025 gr\u00e2ce aux conseils d&#039;experts du secteur et aux donn\u00e9es de notre derni\u00e8re enqu\u00eate. 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