How to consistently get to Inbox?

First, it's simple: you want to send letters.

Then, when desire transformirovalsya in a set of goals, challenges emerge.

The primary goal (and also complexity) is getting your letter in the Inbox. Because this is how it starts. Or not start.

Below is a brief summary of the story on how to deliver.

First and foremost, all the "deliverability" can be divided into technical and quality.

Technical is determined by the number of emails that were delivered in any of the folders of the recipients (including "Spam"). Part of the letters may be rejected because the sending IP address, due to the fact that the recipient's mailbox does not exist, or, for example, due to problems with the Internet receiving server.

Качественная доставляемость — это количество писем, доставленных непосредственно в папку «Incoming» конечного пользователя.

For quality deliverability can be influenced in various ways. That as-that to classify, I propose to conditionally divide the entire range of recommendations on formal and content/substance.

Formal are technical in nature and can be reduced to the observance of certain rules, which will be given below. Content associated with the content, schedule, relevance of your newsletters and aims to strengthen the interaction with the subscribers. They explain what to look for in the content part of the letter so that the message is opened, preclinical, not noted as spam and deleted without being read.

With formal metrics, everything is easier in the sense that there is a certain set of parameters that need to correctly set before starting any mass mailing. For example:

The domain from which you send emails, you must have good or "zero" reputation.

Good is when that domain is already sent and delivered. It should be easy not to spoil.

Zero — when it is not sent and respectively not taken. This reputation it gently and carefully to build.

Bad reputation — the presence of a history of complaints of letters from the given domain or, for example, blocking from the search engines or even some trouble which you may never suspect, because it happened before the domain became yours. So your task is to find out all this before the emails from that address will go to spam.


The domain must be digitally signed. It is called DKIM. This is such a unique set of characters (a couple of lines of code) that you want to register in DNS settings as soon as you decide to do a mailing or later — for example, now when you read this article. By the way, find out whether you have DKIM, it is possible through special services like

SPF is a string, which defines the list of IP addresses that can send mail on behalf of your domain. Its presence is also mandatory verified ISP.

When an ISP sees that you don't have these records, it seems that you are a suspicious type and should in any case help protect you from your emails. So you get the same junk folder. Therefore, SPF and DKIM have to register.

If you plan to send out 1 million messages and more, think about a dedicated IP address.

The volume of mailings, in principle, have a decisive influence on the reputation of the IP, so the IPS need to "warm up", i.e. to strictly follow the mechanics of increasing the number of promotional messages.

This is done as follows:

Day 1 — up to 20 thousand messages.

Every day — 10-15 % of the number of letters sent for the previous day.

By the way, you need to divide the entire database into the domain of the family and during the "warm-up" to monitor the situation in each cluster.

For the domain of the family Outlook special rule — no more than 4 thousand per day at the initial stage of the mailings. Next, increase the volume according to the same scheme ( 10-15 % each day).

If the rates of delivery have started to fall (even 1-2 %) — freeze the warming-up process at the level which is reached, and starting over.

By the way, if IP has reached the desired condition, it is very important to maintain regular mailings. Many ISP the percentage of complaints is from the number of messages sent, respectively, if you for a long time to send, this rate will automatically increase. It is therefore very important to stick to a stable schedule and uniform volumes.

Automatic messages the problem of uniformity is partly solved, if they are really regularly, but that does not negate the need for standard mailings.

Reputation ligaments "IP domain — DKIM" is also formed on the basis of delivery failures hard bounce.

Hard Bounce — the so-called "hard errors" delivery, i.e. the number of letters that were sent to non-existent or blocked addresses and, accordingly, did not reach the recipients.

There is also a "soft" error (Soft Bounce) — when your letter could not be delivered due to the fact that the box is full or due to some problem on the receiving server. But this type of error is not taken into account in the formation of the technical reputation of your mailing list.

By the way, speaking of hard delivery errors, it's important to address the subject of the hygiene of your database, because a Hard Bounce indicates a problem in this area.

The two main things that you need to remember:


- Implement the mechanics of a dual-subscription confirmation (double opt-in).

About bought base, I guess, everything is clear: there are too many bad things like old disabled email, shared mailbox ([email protected]) and others like them. You don't need it.

Coregistration, traffic from promotional landing pages, database collected at events or in offices of physical stores — is not always a good idea. These bases will only work if you very carefully and constantly monitor the traffic quality and in a timely manner is removed from the database "garbage".

Double subscription is optional, but highly recommended, practice among Russian ISP and a strict law in other countries. By the way, recently happened the first hit under the article about sending spam email to users not confirming their desire to receive email newsletters on a beautiful Canada with its antispam law.

And there is such a wonderful thing as a spam trap (spam traps).

This is when the ISP and the global black-lists (black lists sending domains and IP addresses) to create addresses that are "spread out" on the Internet to be subscribed to illegally collect base.

If you or some unscrupulous people at some point in time had access to your IP address, behaved badly, there is a big possibility that you and I are gonna be in some black list.

This increases your chances of a hard block, so behave yourselves. Here are some of the most reputable blacklists:,,,,

For your information, black-lists are of two types:

– based on the sending IP, linked to ESP (the provider of the platform which you are sending, for example,

– DNS-based, that is, the physical address of your site (for example,

We are gradually moving on to content recommendations also depend heavily on the hygiene of your subscriber base.

In addition, as described above (double opt-in and legal to collect email addresses), it's important to regularly "clean" database. It can be done, for example, using the so-called reactivations.

This is when you see that a certain percentage of your subscribers for a long time (say, six months) does not react to your writing, i.e. don't even open them, and write him a letter along the following lines:

"Hi! And I miss you... And remember how it all began? And we're still friends? No? Well, think about it. And then I have delicious cookies and a bottle of Martini... If not, let me know. Please." Next — a photo of a crying cat and a link to the page replies. And better — on the subscription management page, where you can restrict a frequency distribution and/or adjust its theme.

By the way, as a result of reactivations usually takes a very long address with the hard error of delivery, which is very cool and useful.

So, spend a reactivation prompt users to voluntarily unsubscribe or change delivery settings — in a word, do everything to prevent a complaint.

The content approach suggests that you be careful what information and in what form you include in your mailing.

For example, you check all the links appearing in the content of the letter, to belonging to a global black list. Or you try to avoid "samopodoben" catchphrases ("buy", "sale", "discount", "offer", "special offer", "savings", "urgent", "price", etc.) And you love to listen to what you said subscriber. For example, if he was so good that he spent his personal time filling fields Manager subscription, you are required to follow exactly the frequency of sending, which he chose.

No need to use sokratili links. From the user hiding the final URL of the page on which it falls, and it could be some kind of virus/data collector/fake login form on any known resource. The postal system cares about the safety of their users, so it may block the email with these links.

It is not necessary to insert a letter hidden redirects, JavaScript, ActiveX, VBScript, Java applets, Frames, and Iframes that are connected with an external CSS resource: from the perspective of mailers, it looks like an attempt to hijack user accounts, so any executable or external scripts are blocked by default.

No need to hide the unsubscribe button, because by doing so you are literally forcing the user to mark your email as spam.

Be sure to remind the user about why he received this letter.

Be sure to get yourself identifiable From the email. On the Russian market a lot of letters comes from mailbox format noreply, that is not good, unfriendly and not at all stylish.

What to do if you still complain?

Complaints are of two types:

formal (when a complaint about spam coming directly from the subscriber, it sends it to your address for feedback)

– FBL-complaint (when the recipient of your email marks it as spam, the ISP gets this letter to you at the designated address, so you can unsubscribe that user from list).

In both cases, one rule is true: Complainants should be removed IMMEDIATELY.

If the problem is not solved, go back to the first paragraph of this article and check again.

Самое главное — рассматривать все факторы доставки/недоставки комплексно. Путь во «Incoming» — это как путь к идеальному телу: одной диеты мало :) Если вы хотите добиться определённых показателей доставляемости и сделать их стабильными для своих рассылок, необходим системный подход, объединяющий все вышеперечисленные пункты, а также предполагающий постоянный мониторинг сводных отчётов и оптимизационные меры.

We will continue to publish our tips for sending successful newsletters. Hopefully, these tips will help You implement a successful mailing.

The topic of the next article - on offer Technical support.