Newsletter marketing: emails have to be received – and correctly

How do I improve my delivery rate and what should I watch out for if I want to get users to read my mail after receiving it? The experts at Sendinblue provide you with exciting insights. [Anzeige]

For every email marketer, a high delivery rate is the basis for successful campaigns. Sure, because only if e-mails are actually delivered directly to the mailbox can recipients and interested parties actually read them. But sometimes the devil is in the details, because the delivery rate is not always perfect. However, these losses do not have to be. Because with a few simple steps you can improve your reputation, optimize your key figures and thus increase the delivery rate. How to do it explains to you Sarah Weingarten by Sendinblue.

Open, read, click – and all of them please!

Number 1: Be relevant. This is not only important, it is essential for good newsletter marketing. The more relevant you are, the better your key figures and your deliverability.

In short, it looks like this: Annoying emails end up in spam, are deleted or the recipient unsubscribes. These signs indicate that you are not relevant enough as a sender, that you even have spam potential and this is rated negatively by the provider. Google, Yahoo or GMX have a sophisticated system to keep spam mails away from their users. Various triggers ensure that your mail doesn’t even make it to the recipient’s mailbox.

For this reason it means: create the perfect newsletter:

  • The subject is usually the first thing the recipient sees in your mailbox. Therefore, avoid words that make you appear untrustworthy. On the one hand, the spam filter does not jump straight at you, and on the other hand the reader is not deterred before reading the mail. Select activating terms and teasers exactly the content that the recipient can ultimately find in the email. A little insider tip: Personalizations in the subject line optimize the opening rates.
  • Yes, the content is also relevant. Because only if you are interested in what is in the mail, the recipient does not unsubscribe and will also open the next mail. Make sure that you only send information (for example with segmentation) to the contacts who are really interested in the topic. The next step is to make the email appealing. E-mails are easy and quick to read for headers, with headlines, images and short, easily understandable texts.
  • Good content, good subject line and finally: good design. Professional pictures are more convincing than doodles. And display errors are a no-go. Make sure that your mailings are displayed correctly on all devices and – this is particularly important – keep it simple. Overloaded newsletters overwhelm the reader and take the desire for more.

Clean lists, clean delivery rates

List hygiene sounds like a word from the bathroom. But is more in the area of ​​deliverability. List hygiene means nothing more than tidy and really good email recipient lists. But what’s a good email list? Very easily:

  • All recipients have expressed genuine interest in your newsletter. This is not only a legal requirement, but also affects your recipient quality. Because why should you send emails to contacts who are not interested in your content at all?
  • Your recipients have not been bought. That may sound absurd now, but there are many providers on the market that sell contact lists. This is not only legally questionable, but also an absolute no-go in terms of relevance. Because again: Why should someone open your mailing if they are not interested in it at all?
  • Bouncers are only cool in the disco! In e-mail lists, you tend to have negative consequences. Keep your bounce rate as low as possible (about 0.5 percent) so as not to endanger your delivery rate. Sort out bouncers from your lists. Incidentally, this also applies to deregisters.

Authenticity, please!

The topic of deliverability is also a bit technical. However, the technical foundations and requirements for good deliverability are largely implemented by the software that email marketers use to send their campaigns. Marketing platforms also usually do the basics automatically, such as collecting the recipients in a legally compliant manner and automatically sorting out bouncers and unsubscribers.

Issues such as authentication are also relevant. The receiving mailbox provider can use authentication to ensure that the email actually comes from the supposed sender and has not been forged. So you can clearly differentiate yourself from spammers and fraudsters. There are several standards for authentication: DKIM, SPF or DMARC.

DKIM plays a particularly important role. In addition, if you use dedicated IPs, a warmup of the IPs is important. This means that the mailbox provider must first “learn” that legitimate newsletters will come from these IPs, from which no e-mails have come so far. A sudden increase in volume from zero is quickly classified and blocked by a mailbox provider as suspicious or even malicious.


Deliverability (or in German): Deliverability and good email marketing are mutually dependent. Only those who set up their setup in a technically and legally professional manner, send relevant newsletters and pay attention to the legal basics can positively influence their delivery rate and inspire recipients. On the other hand, good email marketing also depends on the fact that newsletters really get through. So: No email marketing without deliverability, no deliverability without email marketing! You can get more expert knowledge in an interview with Sendinblue, just click here.

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