Deliverability

Simply put, deliverability is the extent to which your newsletter arrives in the mailbox of your subscribers. Deliverability is closely related to the notion of a mailing reputation.

Good deliverability is extremely important. Your goal is to get your newsletter in front of your subscriber. To accomplish this, you want to make sure that your newsletter gets through to your subscriber's spam filter, and avoid it ending up in their junk mail folder.

Laposta helps you to achieve excellent deliverability. This does not happen by itself; it requires our constant attention, and it should also get yours. A good deliverability is no more guaranteed than a good ranking in search engines. Just as search engine algorithms are regularly adjusted, spam filtering techniques are constantly being refined to discourage spammers.

Deliverability is based on roughly three factors:

1. The reputation of the (technical) transmitter
2. The reputation of the sender, and
3. The content and layout of your newsletter

Transmitter reputation is our concern. Sender reputation and the content and layout of your newsletters are (partly) your responsibility. 

What can you do to prevent spam filters from blocking your newsletter?

Firstly, it helps if the quality of your subscriber list(s) is high. Legally, you may only send your newsletter to existing customers and/or subscribers who have given their explicit permission to receive it. Stick to this! 

It also helps if you provide good content for your newsletter. Make sure the content of your newsletter is interesting for your target audience. A good subject line is indispensable for this. The sender's address and your subject line are the first words your subscriber sees. Good content and a good subject line prevent your subscribers from marking your newsletter as spam. Finally, you can also prevent the spam button from being used by personalising your newsletter, which will makes it more likely to be accepted.

What do we do to achieve good deliverability?

We also check the quality of your subscriber list(s). Subscribers that produce a hard bounce are automatically removed from your list. Subscribers that result in a soft bounce for six consecutive newsletters are also automatically removed from your list. Our programme does not allow spam-sensitive items such as adding an attachment to your newsletter. You must confirm the sender email addresses with us beforehand.

Furthermore, on the technical side we use SPF, Sender ID and DKIM. With these, we legitimise ourselves as email transmitter. SPF (Sender Policy Framework and Sender ID) allows your subscriber's mail server to check whether our mail server is justified to send your newsletter. DKIM (Domain Keys Identified Mails) enables your subscriber's mail server to check whether our signature matches the signature of your newsletter.

Finally, as a transmitter of newsletters, Laposta shares your IP addresses with others. This is normal practice. It does mean that your mailing reputation is partly dependent on the mailing reputation of other customers with whom you share an IP address.

Just as we safeguard your mailing reputation, we also safeguard that of other customers. In doing so, we automatically classify our customers' newsletters by quality and with that, we assign them to other mailing clusters in order to keep the quality of our delivery as high as possible.

Incidentally, when assessing your mailing reputation, providers are increasingly valuing your domain reputation over your IP reputation.

Larger clients can build up a fully dedicated mailing reputation within Laposta through a dedicated IP address. Please contact our helpdesk for more information.

Authentication of your domain

To optimise the delivery of your newsletters, you can authenticate your domain.