Comment votre domaine est-il per\u00e7u par les services de messagerie ?
\nSi vous r\u00e9alisez r\u00e9guli\u00e8rement des campagnes emailing \u00e0 destination de vos prospects, il est essentiel de vous poser des questions sur votre r\u00e9putation email. Le Sender Score permet de conna\u00eetre la r\u00e9putation de votre domaine et donc de mesurer et optimiser votre taux de d\u00e9livrabilit\u00e9.
\nVoici comment surveiller la r\u00e9putation de vos emails avec le Sender Score.<\/p>\n
![\"Sender](\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2020\/08\/sender-score-1.jpg\")
\nLe Sender Score est un indice entre 0 et 100 qui mesure la r\u00e9putation des adresses IP des serveurs que vous utilisez pour envoyer les emails. Plus le Sender Score est \u00e9lev\u00e9 et plus votre taux de d\u00e9livrabilit\u00e9 est bon.<\/p>\n
Votre r\u00e9putation d\u2019exp\u00e9diteur est importante puisqu\u2019elle est prise en compte par les filtres anti spam des FAI des services de messageries tels que Yahoo!<\/a>, Gmail…etc.<\/p><\/blockquote>\n
C\u2019est donc selon votre Sender Score que les services d\u00e9terminent si vos emails seront plac\u00e9s dans la bo\u00eete de r\u00e9ception, dans les spams ou simplement bloqu\u00e9s.<\/p>\n
\u00c0 lire aussi<\/strong> : 9 outils essentiels pour identifier les probl\u00e8mes de d\u00e9livrabilit\u00e9 de vos emails<\/a><\/p><\/blockquote>\n
Les outils pour optimiser la d\u00e9livrabilit\u00e9 de vos emails<\/h2>\n
Si vous souhaitez savoir pourquoi vos pr\u00e9cieux emails finissent dans les spams de vos destinataires ou bloqu\u00e9s, voici des outils sp\u00e9cialis\u00e9s dans l\u2019optimisation de la d\u00e9livrabilit\u00e9 emails :<\/p>\n
\n
- Return Path<\/a> est une soci\u00e9t\u00e9 New Yorkaise qui collabore avec les plus grands op\u00e9rateurs mondiaux. Sender Score est d\u2019ailleurs un indicateur de Return Path.<\/li>\n
- Sendinblue<\/a> est un outil qui int\u00e8gre le Sender Score \u00e9dit\u00e9 par Return Path, le score \u00e9dit\u00e9 par Cisco ainsi que l\u2019\u00e9tat de votre d\u00e9livrabilit\u00e9 emails.<\/li>\n
- Le Sender Base<\/a> \u00e9dit\u00e9 par Cisco permet notamment de v\u00e9rifier la pr\u00e9sence de vos IPs dans des blacklists.<\/li>\n<\/ul>\n
Contrairement au Sender Score, le Spam Score<\/a> vous permet de conna\u00eetre la probabilit\u00e9 pour que vos emails arrivent dans les bo\u00eetes de r\u00e9ception\u00a0 des destinataires. Il prend seulement en compte une campagne emailing et non votre domaine. Pour le calculer, il existe des outils comme spamassassin<\/a> ou Mail-tester<\/a>.<\/p><\/blockquote>\n
Comment mesurer votre Sender Score ?<\/h2>\n
\nLes outils de d\u00e9livrabilit\u00e9 emails comme Return Path utilisent donc les donn\u00e9es li\u00e9es \u00e0 l\u2019IP de votre domaine pour calculer votre Sender Score. Voici toutes les donn\u00e9es prises en compte :<\/p>\n\n
- V\u00e9rification de la pr\u00e9sence de vos IPs dans des blacklists.<\/li>\n
- Les plaintes pour SPAM enregistr\u00e9es.<\/li>\n
- La qualit\u00e9 de votre serveur ou infrastructure.<\/li>\n
- L\u2019ISP bulk rate – il correspond au pourcentage de mails filtr\u00e9s par les anti-spams des fournisseurs d\u2019acc\u00e8s.<\/li>\n
- Les pi\u00e8ges \u00e0 spam.<\/li>\n
- Les Hard Bounces – les adresses emails qui n\u2019existent plus.<\/li>\n<\/ul>\n
Pour calculer pr\u00e9cis\u00e9ment votre SenderScore, il suffit de vous rendre sur le site<\/a>, de cr\u00e9er un compte puis de renseigner votre domaine ou votre IP.<\/p>\n
Les bonnes pratiques pour am\u00e9liorer votre Sender Score<\/h2>\n
Pour optimiser votre r\u00e9putation de domaine, certaines pratiques emailing sont \u00e0 mettre en place.<\/p>\n
\n
- Il est notamment important de nettoyer votre base de donn\u00e9es<\/a> r\u00e9guli\u00e8rement en supprimant les adresses emails qui ne servent pas votre marque par manque d\u2019engagement.<\/li>\n
- Supprimez \u00e9galement les Hard bounces et les soft bounces (refus temporaire de l\u2019email par le serveur du destinataire).<\/li>\n
- Apr\u00e8s le nettoyage de votre base de donn\u00e9es, r\u00e9cup\u00e9rez soigneusement les adresses mails obtenus gr\u00e2ce \u00e0 vos opt-ins en incluant la demande de consentement des utilisateurs. Vous serez s\u00fbr de vous adresser \u00e0 votre audience cible.<\/li>\n<\/ul>\n
Les r\u00e8gles de l\u2019emailing<\/h2>\n
Comme tout marketing de contenu, votre email doit \u00eatre optimis\u00e9 et int\u00e9ressant. Des r\u00e8gles peuvent vous guider pour concevoir des campagnes emailings optimales :<\/p>\n
\n
- Int\u00e9grer des images optimis\u00e9es<\/a> et remplir les balises \u201calt\u201d.<\/li>\n
- Ne pas mettre de spam-word<\/a> en objet de mail.<\/li>\n
- Utiliser le pr\u00e9-header<\/a>.<\/li>\n
- Respecter le ratio texte\/image correspondant \u00e0 60\/40.<\/li>\n
- Veiller \u00e0 proposer des mails coh\u00e9rents dans leur structure (objet, call to action, landing page et contenu).<\/li>\n<\/ul>\n
Que faire en cas d\u2019IP blacklist\u00e9e ?<\/h2>\n
\nSi vous constatez que votre IP est r\u00e9f\u00e9renc\u00e9e sur une ou plusieurs blacklists, commencez par identifier et supprimer les causes. Pour v\u00e9rifier si votre domaine est blacklist\u00e9, utilisez l\u2019outil blacklist Lookup<\/a> de Return Path ou Sender Base.<\/a>
\nVous pouvez ensuite revenir sur le site de la blacklist en question et faire retirer votre adresse IP. Deux solutions vous seront propos\u00e9es :<\/p>\n\n
- Retrait sur demande apr\u00e8s v\u00e9rification de votre adresse IP.<\/li>\n
- Retrait automatique, ce qui est le cas le plus courant.<\/li>\n<\/ul>\n
Pour surveiller<\/a> et am\u00e9liorer la r\u00e9putation de vos emails pensez \u00e0 nettoyer r\u00e9guli\u00e8rement votre liste de contacts, \u00e0 utiliser les outils cit\u00e9s dans l\u2019article et \u00e0 proposer un contenu pertinent dans vos emails.
\nSi vos probl\u00e8mes de d\u00e9livrabilit\u00e9 persistent, faites appel \u00e0 un expert. Postez gratuitement votre projet sur Codeur.com<\/a> et recevez rapidement les devis des professionnels de l’email marketing freelances<\/a> pour r\u00e9tablir votre r\u00e9putation de domaine.<\/p>\n","protected":false},"excerpt":{"rendered":"Comment votre domaine est-il per\u00e7u par les services de messagerie ? Si vous r\u00e9alisez r\u00e9guli\u00e8rement des campagnes emailing \u00e0 destination de vos prospects, il est essentiel de vous poser des questions sur votre r\u00e9putation email. Le Sender Score permet de conna\u00eetre la r\u00e9putation de votre domaine et donc de mesurer et optimiser votre taux de d\u00e9livrabilit\u00e9. […]<\/p>\n","protected":false},"author":67,"featured_media":41609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[26],"tags":[39],"class_list":["post-41603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emailing","tag-conseils"],"acf":[],"yoast_head":"\n
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