Top 10 Things That Hurt Your Email Delivery



Emails are sent using an MTA (Mail Transfer Agent), which is essentially a piece of software that connects one computer to another to send email. In order for everybody to comprehend each other, a standard was established called RFC (Request For Comments) and every email in the world must be RFC-Compliant in order for the message to be delivered successfully. It doesn’t matter if the message is in French, English or Chinese, a transfer must include the following:

HELO/EHLO (introduction)
DATA (body of the message)
QUIT (end of the message)
221 Goodbye

Sending copies of the same message can be accomplished within the connection thus letting you send to multiple recipients simultaneously, as is true with most ESPs. This is achieved by replicating the RCPT TO command several times in the same link, but there are limits. By way of example, some ISPs limit the number of recipients and may also limit the number of connections per IP within a particular timeframe, this procedure is called”throttling”.

You don’t need to be worried about this, we have a group of individuals that are currently looking after this for you. Leave this part up to us!

Take off: If my computer doesn’t say the right things for your computer, there’s little hope you will accept my email.


If your recipients are marking your email as’spam’, your delivery will be in trouble. Spam reports are a direct reflection of how your email is received and what a lot of people do not understand is CAN SPAM and Bill C-28 aren’t the gatekeepers; the ISP is, and the ISP listens to their customers (your recipients).

You can’t generate complaints, if you want your email to get delivered. It’s as simple as that. Here are a few ways to Prevent user complaints:

  • Make sure each person on your list knows who you are and is expecting your email
  • Send a confirmation email to all new signups (if you aren’t doing this, you are in the dark ages of email advertising. . Seriously)
  • Have the common courtesy to ask people if they want to be on your mailing list, DO NOT sign them up automatically
  • Make your signup procedure crystal clear, describing what someone is signing up for, when they will start getting emails, and how often they can expect to hear from you

For a more complete list, check out our Guide to Recognizing Email Deliverability here.

Take Away: If folks don’t want to get your email or never wanted to get it in the first place, they are going to complain.


A’hard’ bounce is generated when you attempt to send an email. Sending to these invalid addresses repeatedly (whether knowingly or not) will seriously damage your delivery. You stay removed and have to ensure they are eliminated.

When you haven’t used the list in a while (3-6 weeks ) or you’re considering reviving an old list, you need to be very careful. ISPs monitor the amount of hard bounces you generate very closely and many will affect cause blocks and your delivery.

  • Confirm the address exists on signup by sending a confirmation email
  • Make sure you are processing hard bounces correctly
  • Send on a regular basis

Take Away: If you are not eliminating the bad eggs out of your hen house, it is going to get pretty stinky.

Spam Traps

Traps are. They don’t signup to get email and it’s going to impact your standing, your delivery or worse, if they end up on your list. . get you blacklisted. Believe it or not, spammers have ways to get around rates, but they don’t have ways to get around sending to spam traps.

  • Never buy, borrow, steal or harvest an email list
  • Confirm new signups to ensure the Individual signing up owns the speech in question
  • Remove hard bounces
  • Send on a regular basis

Take Away: Traps addresses are one of the most effective methods of controlling spam now, they’re not going anywhere. You are at risk if you don’t protect yourself.


OK, now that we’ve covered the simple part ☺. . here’s where it gets interesting. Making sure your recipients open and read your emails!

ISPs measure engagement by taking a look at the number of people who open and click your mails. Engagement is nothing new, it’s been around for a while but like everything, ISPs need to make sure it works before acting on it. Guess what? Now they’re acting on it.

Take Away: If folks are not actively opening/reading/clicking on links in your emails, it’s a pretty good sign they aren’t interested in getting them.

This covers the first five of our top ten reasons – check back next week for the remaining five!

Cet article Top 10 Things That Hurt Your Email Delivery est apparu en premier sur Cakemail blog.