Summary
At MailSoar, every week we help e-tailers with recurring problems with their email campaigns. Despite the use of high-performance tools and well-crafted content, the e-commerce emails they send fail to reach the right inboxes. Worse still, some messages systematically end up in spam without the senders understanding why.
These difficulties, often invisible at first glance, have a direct impact on the overall performance of a merchant’s website: lower conversion rates, loss of visibility, deterioration in customer relations. An analysis of these situations reveals that the causes lie not only in the content or design of messages. Above all, they stem from poor practices in list management, mailing infrastructure or the absence of an overall strategy. This is what we’re going to decipher in this article, to help you sustainably improve the deliverability of your online store.
Why online stores often neglect deliverability
Deliverability is often perceived as a secondary technical issue, when in fact it determines the very effectiveness of your campaigns. Many companies think that simply clicking “send” is enough to reach their subscribers. However, just because an email has been technically delivered doesn’t mean it has been correctly received.
Email algorithms analyze each message and its context to decide where it should be placed: main box, promotional tab or spam folder. Without careful attention to these criteria, even well-designed messages can go unnoticed. And this applies equally to promotional newsletters and transactional messages.
Good open rates don't always reflect reality
The open rate is a useful indicator, but it’s not enough. It only shows the reaction of a portion of your recipients, those who saw the email and opened it. But if a significant proportion of your contacts never see your messages because they are filtered upstream, you won’t know without analyzing your deliverability rate.
In other words, a stable open rate can mask a silent decline in your real visibility. It is therefore essential to go further in the analysis and cross-reference indicators to obtain a reliable view of your performance.
Mail service filters classify according to multiple criteria
Email services (Gmail, Outlook, Yahoo…) use complex filtering systems. These anti-spam filters are based on several elements: the reputation of your domain, the content of your message, the regularity of your mailings and the previous interactions of your subscribers. If your sent e-mails don’t respect certain implicit rules, they may be automatically relegated to the background.
This means that even if your promotional newsletter contains a relevant and well-presented offer, it may be classified as spam simply because of historical engagement or lack of technical authentication.
Common e-commerce email mistakes
Email deliverability is a key issue for e-tailers using platforms such as Shopify or WooCommerce. An email that fails to reach your customers’ inbox represents a missed opportunity. Here are some common mistakes to avoid to ensure your messages reach their destination.
1. Don't check your domain
One of the first steps in improving deliverability is to verify and authenticate your domain. If your domain isn’t properly configured for email delivery, it’s likely that your messages will be flagged as spam. Make sure that :
- SPF domain: This allows mail servers to verify that you are authorized to send e-mail from your domain.
- DKIM : This digital signature ensures that the e-mail has not been altered during transmission.
- DMARC : This policy offers additional protection by instructing mail service providers how to handle emails that fail SPF and DKIM checks.
2. Neglecting to segment your email list
Sending the same message to your entire email list can damage your deliverability. Users are more likely to report your emails as spam if the content doesn’t interest them.
Segmentation allows you to tailor content and frequencies according to the profile of your customers and prospects : recent buyers, abandoned shopping carts, occasional visitors, inactive subscribers… By targeting better, you improve engagement, reduce the risk of spam, and optimize your results.
3. Ignore commitment rates
Email service providers monitor email engagement rates (opens, clicks, unsubscribes). A low engagement rate can damage your reputation and therefore your deliverability. To avoid this:
- Create relevant, attractive content.
- Use eye-catching subject lines.
- Incite action with exclusive offers.
- Better engagement means your e-mails are less likely to be classified as spam.
4. Send too often or too little
Striking the right balance in email frequency is an important factor. Sending too many emails can annoy your subscribers and lead to unsubscribes, while not sending enough can cause them to forget your brand. Test different frequencies and analyze the results to determine the one that best suits your audience.
5. Using an unverified email list
Buying e-mail lists or sending them to unverified contacts can seriously damage your reputation as a sender. In fact, it increases the chances of bounces and spam complaints. Use opt-in methods, where users voluntarily subscribe to your list, and check your contacts regularly to eliminate inactive addresses.
6. Neglecting email content
The content of your e-mails plays a major role in deliverability. Spam filters are becoming increasingly sophisticated, and can identify elements such as :
- Trigger words (such as “free”, “promotion”, etc.)
- Lack of text (too many images in relation to text)
- Inappropriate formatting
- Make sure your emails contain a good balance between text and images, and avoid using words that could alert spam filters.
A clear call to action also guides the reader. Yet many emails contain too many links or unclear messages, diluting the intent. If the content is confusing, subscribers don’t know what to do, and filters may consider the email dubious.
Each message should have a clearly defined objective: redirecting to a product sheet, relaunching an order, or proposing a limited offer. Clarity of the expected action improves both user experience and deliverability.
Technical infrastructure, a pillar of deliverability
Behind every successful campaign lies a well-configured infrastructure. It’s a fact that’s often underestimated. Yet incomplete or inconsistent configuration can stall your entire marketing effort.
Improving deliverability: what actions should be taken?
Deliverability is not static. It depends on all your practices and their consistency over time. Here are a few concrete ways to strengthen your deliverability.
Better structure your mailing strategy
Defining a clear strategy allows you to give meaning to your campaigns. This means planning mailings in advance, alternating promotional and relational content, and adapting the rhythm to your customers’ and prospects‘ expectations.
Avoid sudden, unprepared spikes in mailings, particularly during sales campaigns. Regularity and relevance take precedence over frequency. Your website should be aligned with this logic, relaying campaigns and making it easy to subscribe and unsubscribe.
Call in a deliverability audit
A deliverability audit allows you to take a step back and identify the bottlenecks affecting your performance. At MailSoar, we carry out complete audits, including analysis of technical configuration, study of domain reputation and assessment of marketing practices.
This support is designed for online stores that want to make their campaigns more reliable over the long term. It is aimed at both independent merchants and the e-commerce teams of more established structures.
FAQ - Frequently asked questions by e-tailers
Why do my newsletters go to spam?
This can be due to a lack of authentication, poor targeting, or misinterpreted content. A generic promotional newsletter sent to an uncleaned base is often redirected to the spam folder.
How do I know if my deliverability rate is correct?
It’s not enough just to look at openings. You need to analyze bounces, server blocks, ISP distribution, and cross-reference these data to measure the deliverability rate.
Is one tool enough to optimize my shipments?
Tools are useful, but they’re no substitute for a well-thought-out strategy. The combination of the right technical configuration, qualified lists and appropriate content is essential to achieve concrete results.
Conclusion
Improving email deliverability is an ongoing process that requires careful attention. By avoiding these common mistakes and adopting responsible emailing practices, you can not only reach your customers, but also strengthen brand loyalty.
Take the time to check your configuration, segment your audience, and optimize content to ensure that your messages arrive where they belong: in your customers’ inboxes.
Want to take stock of your deliverability?
Our MailSoar experts can carry out a complete audit of your infrastructure and help you improve your practices. Contact us today, so that your sent emails can finally find their right place: in the right box, at the right time.
