{"id":22105,"date":"2023-12-12T00:00:00","date_gmt":"2023-12-12T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/praticas-recomendadas-sucesso-entrega-e-mails\/"},"modified":"2026-09-15T20:20:48","modified_gmt":"2026-09-15T20:20:48","slug":"praticas-recomendadas-sucesso-entrega-e-mails","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/praticas-recomendadas-sucesso-entrega-e-mails\/","title":{"rendered":"Pr\u00e1ticas recomendadas para o sucesso na entrega de e-mails"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><i>This article was written and contributed by\u00a0<\/i><a href=\"https:\/\/lookahead.io\/about-rod-ussing\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>Rod Ussing<\/i><\/a><i>\u00a0at Lookahead.io.<\/i><\/p>\n\n<p class=\"wp-block-paragraph\">Composing good email is important but making sure it successfully reaches your recipients is critical. So many well-intended messages end up in spam\u00a0<a href=\"https:\/\/www4.symantec.com\/mktginfo\/whitepaper\/ISTR\/21347932_GA-internet-security-threat-report-volume-20-2015-social_v2.pdf\" target=\"_tabs\" rel=\"noopener noreferrer\">(60% in a recent analysis)<\/a>. We talk a lot about the relationship between\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/blog\/how-to-deliver-email\" target=\"_tabs\" rel=\"noopener noreferrer\">reputation and deliverability<\/a>\u00a0. Now, let\u2019s talk about how to get your email into recipients\u2019 inboxes reliably.<\/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-8003\"><p class=\"h5 m-0\" id=\"toc-title-8003\">\u00cdndice<\/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=\"#a-world-filled-with-spam\">A world filled with spam<\/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=\"#composing-your-email\">Composing your email<\/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=\"#choosing-a-responsive-template\">Choosing a responsive template<\/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=\"#use-transparent-configuration-practices\">Use transparent configuration practices<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#make-opting-out-easy\">Make opting out easy<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#monitor-email-activity\">Monitor email activity<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">07<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#test-different-versions-of-your-email\">Test different versions of your email<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">08<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#other-spam-indicators-to-avoid\">Other spam indicators to avoid<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">09<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#final-thoughts\">Final thoughts<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">A world filled with spam<\/h2>\n\n<p class=\"wp-block-paragraph\">Internet service providers are constantly deploying new techniques to prevent spammers from co-opting the web and crowding out legitimate consumers and business. It\u2019s a delicate balance for them to block the bad actors and allow healthy online conversation to flourish.<\/p>\n\n<p class=\"wp-block-paragraph\">As a legitimate sender of mass email (generally anything over 5000 makes you a bulk sender), you are part of that balance and there are steps you can take to make sure that your carefully crafted message actually makes it to your customers\u2019 inbox.<\/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\"> <b>Did you know?<\/b> Once a bulk sender, always a bulk sender. Being a mass sender isn\u2019t a case by case basis. The first time you hit that higher volume, you\u2019re in the bulk sender\u2019s club for life, and that means different inbox protocols now apply to you. Learn more in Email blasts: The dos and many don\u2019ts of mass email sending.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Using best practices in email management is very important to your online business. Aside from the obvious benefit of maximizing the receipt of your message, following best practices will help protect your most valuable asset \u2013 your online reputation.<\/p>\n\n<h2 class=\"wp-block-heading\">Composing your email<\/h2>\n\n<p class=\"wp-block-paragraph\">To maximize the benefit of a mass email project, make sure your email is a concise, well-crafted communication that addresses the recipient by name (e.g. using personalization with\u00a0<a href=\"https:\/\/documentation.mailgun.com\/docs\/mailgun\/user-manual\/get-started\/\" target=\"_tabs\" rel=\"noopener noreferrer\">recipient variables<\/a>) and has the purpose of clearly and effectively conveying an idea or describing a product as accurately as possible.<\/p>\n\n<p class=\"wp-block-paragraph\">Typical elements of poor composition such as misspelled words, excessive use of caps and large fonts, odd spacing, repetitive use of exclamation marks and promotional leads such as \u201cfree\u201d and \u201cbuy now\u201d are precisely the type of things that will get your mail sent straight to the junk folder and risk getting your domain blacklisted.<\/p>\n\n<p class=\"wp-block-paragraph\">If you\u2019re sending an HTML email, it\u2019s important to include a text-only version of the content for recipients without modern email clients. This is important not only from a commonsense standpoint, but it has a lot to do with whether your email gets to the recipient or is diverted as spam.<\/p>\n\n<p class=\"wp-block-paragraph\">Furthermore, <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-deliverability\/does_text_to_image_ratio_affect_deliverability\/\" target=\"_tabs\" rel=\"noopener noreferrer\">spammers tend to have a high ratio of HTML to text<\/a> as they often favor images and frequently embed their text in an image. Spam filters are designed to filter email that contains excessive amounts of image code.<\/p>\n\n<h2 class=\"wp-block-heading\">Choosing a responsive template<\/h2>\n\n<p class=\"wp-block-paragraph\">To strengthen the appearance and readability of your email on a variety of platforms and devices, consider using a third-party template. You can find open source templates such as these offered by\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/blog\/transactional-html-email-templates\" target=\"_tabs\" rel=\"noopener noreferrer\">Mailgun<\/a>. A well-designed template will save you a lot of time, making it easy to achieve detailed personalization while providing consistency in appearance and clean rendering over a wide range of email clients and apps. <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-development\/designing_html_emails_for_mobile_devices\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Coding responsive HTML<\/a> for email can be hard, but the results are worth the effort.<\/p>\n\n<h2 class=\"wp-block-heading\">Use transparent configuration practices<\/h2>\n\n<p class=\"wp-block-paragraph\">Spammers often use address spoofing, and other obfuscation techniques to disguise their origin. Good anti-spam software is always on the lookout for bogus domains, truncated addresses, and questionable return paths. Make sure the from field, return path and message ID domains match the domain you are sending from and consider using a\u00a0<a href=\"https:\/\/documentation.mailgun.com\/docs\/mailgun\/user-manual\/get-started\/#verifying-your-domain\" target=\"_tabs\" rel=\"noopener noreferrer\">verified domain<\/a>. If there are inconsistencies in your return path your email will likely be labeled as spam. It is also important to authenticate your email. Failure to authenticate using commonly accepted methods such as SPF, DKIM, and DMARC may result in your mail ending up in a spam filter.<\/p>\n\n<h2 class=\"wp-block-heading\">Make opting out easy<\/h2>\n\n<p class=\"wp-block-paragraph\">Use\u00a0<a href=\"https:\/\/documentation.mailgun.com\/docs\/mailgun\/user-manual\/sending-messages\/#unsubscribing\" target=\"_tabs\" rel=\"noopener noreferrer\">unsubscribe links<\/a>\u00a0and feature them prominently. Spammers frequently use hard to see or fraudulent unsubscribe links. If your links are not prominently displayed and functional, this will decrease the credibility of your business and may get your email filtered. Monitor your unsubscribe link activity and remove those who wish to opt out of your mailing list. If you are responsive to such requests, it is more likely that recipients will click the unsubscribe button rather than report your mail as spam.<\/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\"> <b>Did you know? <\/b>2024 Gmail and Yahoo inbox updates list a single-click unsubscribe process as a non-negotiable for bulk senders (over 5000 messages) for all promotional emails. Learn more in our deep dive into Gmail and Yahoo inbox updates.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">In addition to a straightforward unsubscribe process, adding the extra step of\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/blog\/double-opt-in-with-php-mailgun\" target=\"_tabs\" rel=\"noopener noreferrer\">\u201cdouble opt-in\u201d<\/a> will help you build and maintain a healthy email list. Double opt-in is a process where after someone has filled out the signup form on your site, an email is sent to them in which they must confirm that they really want to be on your mailing list.<\/p>\n\n<h2 class=\"wp-block-heading\">Monitor email activity<\/h2>\n\n<p class=\"wp-block-paragraph\">Successful mass emailing is more than just \u201cfire and forget\u201d. You should constantly be monitoring email metrics\u00a0 such as\u00a0<a href=\"https:\/\/documentation.mailgun.com\/docs\/mailgun\/api-reference\/openapi-final\/tag\/Bounces\/#tag\/Bounces\" target=\"_tabs\" rel=\"noopener noreferrer\">bounce<\/a>, open and click-through rates so you can fine-tune your email and maintain\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/guides\/master-the-art-of-inboxing-with-this-checklist?utm_source=mailgun&amp;utm_medium=blog&amp;utm_campaign=Successful%2520Deliverability%2520Best%2520Practices%2520blog%2520post\" target=\"_tabs\" rel=\"noopener noreferrer\">good housekeeping<\/a>\u00a0in your distribution lists. High open and click rates will improve your standing with providers, so make sure you drop inactive email addresses from your list. There are a number of online services that may be helpful with this process by providing easy to understand stats on your mailing such as Google Postmaster Tools and Microsoft SNDS that give targeted insights into inbox specific metrics \u2013 which is especially helpful in today\u2019s environment where mailbox providers are cracking down on limits and protocols.<\/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_615b92e833c2e2f4093a8ada431a4bd5\">\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_615b92e833c2e2f4093a8ada431a4bd5\">\r\n                Google Postmaster Tools is integrated with Mailgun Optimize            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">The Mailgun Optimize suite was built to help senders tackle the most common issues preventing them from landing in the inbox. Now we&#x27;re taking it one step further by providing visibility into your most essential email analytics with Google Postmaster Tools in Mailgun Optimize.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/help.mailgun.com\/hc\/en-us\/articles\/15307328150939\"  class=\"btn btn-secondary\" >Try now<\/a><\/div>\r\n    <\/aside>\r\n\r\n\n<p class=\"wp-block-paragraph\">As with personal credit, your email score makes a big difference to who will do business with you, it is your reputation. A poor or nonexistent email track record may result in a poor sender score which could cause your email to be filtered straight to the spam folder. Sender scores range from 0 to 100 with scores under 70 typically ending up in spam folders. Keep in mind if your volume is low (under 5000) it may be advantageous to share an IP address as this can improve your score due to the overall higher volume coming from the shared IP address. You can monitor your reputation score with tools, such as\u00a0<a href=\"https:\/\/mxtoolbox.com\/\" target=\"_tabs\" rel=\"noopener noreferrer\">MX Toolbox<\/a>\u00a0or\u00a0<a href=\"https:\/\/senderscore.org\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Sender Score<\/a>.<\/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\"> If you\u2019re <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/ips-dedicados-compartilhados-qual-usar\/\">sharing an IP address<\/a>, be vigilant. Make sure your ISP has a robust spam monitoring system in place, otherwise you may\u00a0<a href=\"https:\/\/documentation.mailgun.com\/docs\/mailgun\/email-best-practices\/ip_address\/#ip-addresses-and-sending-volume\">find your IP address blacklisted<\/a>\u00a0due to the actions of others.\u00a0 Sometimes there can be advantages for newer senders to utilize a shared IP, but if you\u2019re sending in bulk it\u2019s worth considering your very own private IP.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Be on the lookout for sudden spikes in bounce rates, and routinely send test emails to your own account to check for problems. High bounce rates should be addressed immediately.<\/p>\n\n<p class=\"wp-block-paragraph\">If ISP spam filters identify this as a pattern, email from your domain will be filtered. You can also get caught up in the actions of others. You never know when a spammer might start using an IP address that is close to yours. Providers sometimes filter whole blocks of IP addresses on both sides of the ones used by a spammer and if yours happens to be in this range you may find your IP address blacklisted.<\/p>\n\n<h2 class=\"wp-block-heading\">Test different versions of your email<\/h2>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/tags-explained-gaining-useful-insights-from-email-segmentation\" target=\"_tabs\" rel=\"noopener noreferrer\">A\/B testing<\/a>\u00a0is another important tool to ensure that your mail gets read. It consists of creating several different versions of your email with different variables such as subject line, headings, content, from name and send time. The response received from these sample emails will help you select the most effective version of email. A\/B testing is quite complicated and time-consuming to set up yourself, thankfully there are subscription-based services such as Email on Acid that will do the heavy lifting for you. Or, you can do this programmatically with Mailgun.<\/p>\n\n<h2 class=\"wp-block-heading\">Other spam indicators to avoid<\/h2>\n\n<p class=\"wp-block-paragraph\">Although it may be tempting to load your email with links to all kinds of great info and products, don\u2019t. A high link to text ratio is a major indicator of spam. Also, watch out for those URL shorteners, they will likely get your message flagged. Remember your email will is completely ineffective in customers\u2019 junk mail folder.<\/p>\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n<p class=\"wp-block-paragraph\">If you have a great product or service, mass email sending can be a valuable tool in getting your message to the customer. A well-crafted email with clear concise language and the right amount of graphics will make your product stand out and give your customers a reason to keep reading. Add to this good email management andyour efforts will have a much bigger impact on your subscriber base and email ROI.<\/p>\n\n<p class=\"wp-block-paragraph\">Mailgun helps your team increase delivery rates to your customers\u2019 inboxes with its well documented, easy to learn API. To learn more, visit our\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\" target=\"_tabs\" rel=\"noopener noreferrer\">deliverability services<\/a>, or feel free to\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/contato\/\" target=\"_tabs\" rel=\"noopener noreferrer\">contact us<\/a>.<\/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_bccf48e48fdd4c3acf15ac3394475fac\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Sign Up            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_bccf48e48fdd4c3acf15ac3394475fac\">\r\n                It&#8217;s easy to get started. And it&#8217;s free.            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">See what you can accomplish with the world\u2019s best email delivery platform.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/signup.mailgun.com\/new\/signup\"  class=\"btn btn-secondary\" >Get started<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Infelizmente, garantir a entrega n\u00e3o \u00e9 uma ci\u00eancia exata, pois depende muito do tipo de remetente que voc\u00ea \u00e9. Felizmente, h\u00e1 algumas pr\u00e1ticas recomendadas para ajudar voc\u00ea a se destacar, como o uso de modelos de e-mail responsivos, a simplifica\u00e7\u00e3o do processo de cancelamento de inscri\u00e7\u00e3o e o monitoramento de m\u00e9tricas de e-mail.<\/p>\n","protected":false},"author":13,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-22105","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>Pr\u00e1ticas recomendadas para o sucesso na entrega de e-mails - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"As pr\u00e1ticas recomendadas para a entrega de e-mails incluem modelos responsivos, simplifica\u00e7\u00e3o do cancelamento de inscri\u00e7\u00e3o e monitoramento de padr\u00f5es de e-mail. 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