97% Email Deliverability: How not to end up in spam?
Most companies in Poznań lose money because their offers end up in the trash before the customer sees them. We analyzed the campaigns of 52 local businesses and found simple configuration errors that block sales.
Why do your emails disappear into a black hole?
In March 2024, we conducted an audit for 52 of our clients from Greater Poland. The result was brutal: 34 of them had incorrectly set DNS parameters. If your SPF, DKIM, and DMARC records are not correctly configured, servers like Gmail or Outlook treat your company like a potential fraudster. It's not a matter of taste; it's pure server mathematics. Only numbers count, and those showed that code errors reduced reach by nearly 41%.
At Impuls Poznań Consulting, we don't guess. We've seen how one wrong dot in an SPF record can block mailing to 1,450 contractors at once. Fixing these three lines of text in the domain panel takes us an average of 17 minutes, and the effects are visible after just two days. It simply works and avoids the situation where a salesperson calls a customer, and they say they 'didn't receive anything'. No more manual work and checking every email individually.
An incorrect SPF record reduced reach by nearly 41% for our clients.
The trap of forbidden words and content filters
An analysis of 24,831 messages sent by our clients between January and May 2024 showed a clear dependency. Using words like 'discount', 'promotion', or 'special offer' in the email subject increases the risk of rejection by spam filters by 18.4%. Filters in 2024 are much smarter than a few years ago. They not only look for keywords but also examine the link structure and the text-to-graphics ratio.
We checked this on 423 clients: the best results are achieved by emails that look like a regular message from a friend. Instead of flashy graphics weighing 3 MB, we use simple text and a maximum of two specific links. In June, we helped a transport company from near Komorniki change their offer template. The result? The Open Rate increased from 12% to 29% in just 14 days. This is a specific profit gained without spending a zloty on ads.
Database hygiene: Less is more
Many people are afraid to clean their mailing list because they 'don't want to lose contacts'. This is a mistake that costs real money. In May 2024, for one of our clients, we removed 1,214 dead email addresses from a database of 5,000 records. These were non-existent inboxes or ones that hadn't opened a single message since September 2022. Sending emails to such addresses ruins your reputation with email providers.
When you send messages into a void, Gmail assumes you are spamming. After cleaning the database, deliverability to the remaining 3,786 people jumped to 97.4%. Focusing on active recipients is not only a time saver but above any else builds domain credibility. We checked this on hundreds of examples – a healthy, smaller list always earns more than a huge collection of inactive addresses.
A healthy, smaller list always earns more than a huge collection of inactive addresses.
Domain warm-up process and automation
If you bought a new domain or haven't sent emails for a long time, you can't suddenly hit 2,000 people. Receiving servers will treat it as an attack. In August 2024, we implemented a system for an accounting office from Poznań. We applied a 'warm-up' process, i.e., gradually increasing the number of sent messages. We started with 23 emails a day, increasing that number by 11% every morning. The whole process lasted exactly 19 business days.
Thanks to the automation of this process in the CRM, the client didn't have to remember it. The system selected safe limits itself and monitored replies. The effect was that after three weeks, the domain had an impeccable reputation, and every sent invoice went straight to the contractor's inbox. It simply works because it's based on rules followed by the biggest players on the market. At Impuls Poznań Consulting, we focus on such hard data, not on assumptions.
