Emails and spam: Improve your e-mail delivery

Do you send e-mails to lots of people, but the rate at which they are opened or read is very low? Many times, you end up in junk-mail or spam and the recipients do not even see that you sent them a newsletter. Maybe it’s because your security may be lagging backwards!


Security methods

Technically, there are several ways to prove that a campaign comes from you. This allows your e-mail server to pass these messages instead of sending them to the junk mail box. These are therefore essential tools to avoid being qualified as spam.



Sender Policy Framework, or SPF, is a mechanism that prevents someone from sending emails on your behalf. For example, if you have the domain name; no one else will be able to send emails from an address in this domain, such as

It’s a bit like writing your sender’s address on an envelope: it proves that it comes from the right person.



Domain Keys Identified Mail, or DKIM, is a system of keys that validates the authenticity of emails sent. When sending, we must show a “key” to prove that we are the right person (to avoid spoofing), and upon receiving the message, the email server will validate with another key that the person Who sent the e-mail is the one it claims to be.

It’s a bit like calling a friend to check that it was he who sent a letter (the phone number being the “key” check).



Domain-based Message Authentication, Reporting, and Conformance, or DMARC, is a means of regulating the two preceding elements. When a recipient receives an e-mail, the server will parse the parameters of SPF and DKIM. If DMARC is in place, it will also ask the sender’s server what to do with the results of that scan.

It’s like calling a friend to ask him if it was he who sent a letter, after checking his address; and ask him what to do with this letter afterwards:

  • discard if the address is not good
  • discard if it says it did not send it
  • open if the address is correct and has been confirmed by the sender
  • etc.


Adapted Tools

Most of the time, for automated mailings (confirmation of registration or ordering on a website, notifications, etc.), or for mass mailings, ready-to-use tools are used. They are specialized in this field and can easily guarantee the sending of e-mail and thus avoid falling into junk mail boxes. At Human Equation, we have our favourites.


This tool is used to manage lists of recipients, campaigns and even format the contents of the mailings. It automatically handles addresses that are not good for keeping lists healthy, and provides statistics on shipments made. For example, you can create targeted newsletters for different groups of potential customers. MailChimp also facilitates law enforcement by managing the mandatory data in communications, as well as validating registrations of recipients to mailing lists to ensure that they agree to receive messages.



SendGrid is a tool for delivering e-mails efficiently and reliably. We use it for most e-mails made through a site, such as password reminders, order confirmations, and many more. As you can see, sending an email can be more complicated than it sounds! Make sure to set up your mailing systems in order not to tarnish your reputation. Otherwise, you could lose big: particularly a decline in conversion, sales, rate of opening and delivery of emails, and the overall confidence of recipients.

A small configuration investment in the safety of your campaigns can lead to a very big return in exchange, it is an opportunity not to be missed and it is part of today’s standards.



Quentin Auvray, Back-end Developer