Between Internet Service Providers (ISPs) and Mailbox Service Providers (MSPs), best practices are fairly similar: content quality, marketing pressure, database quality, targeting quality…
Among these best practices, Orange and one of its Vade anti-spam filters have shared a set of best practices on transparency. These include having a website with an identical domain name to the one used for your sender.
Complying with transparency best practices
A dedicated website directly accessible from your emails
Orange, an Internet Service Provider (ISP), and Vade, one of its filters, require that the domain used as the sender links to a website or a dedicated mini-website.
On this website, online users must be able to find legal notices and clear information on their rights of access and modification of their personal data, as well as information on email address collection.
““Your sender domain should host pages that provide recipients with information about who you are and a reminder of how you got their consent”
Extract from best practices via Vade’s SenderTool
Vade believes that the sending domain should not be used solely as a technical element. It should also enable your recipients to learn more about the sending entity.
The idea is that recipients shouldn’t land on error pages when they type in the sender’s domain.
They should land on a page that, at the very least, provides them with information about the sender and an email address to use their right to access and modify personal data.”
Agathe Allard, Deliverability manager
Orange is committed to personal data protection
Such information must comply with the European Personal Data Protection Regulation (GDPR). Each sender must explain:
- why contacts receive emails ( as a result of a contest, newsletter subscription, etc.)
- the data collection process
- how the data is used (email, SMS, advertising, transactional messages, etc.)
- to which database(s) the contact has subscribed
Domain name and email sender
Example: Where does the domain name fit into an email address?
The domain name is part of your email address. For example, in the email address “contact@mindbaz.com“, “mindbaz.com” is the domain name. You can find this domain name when you visit our website, with a dedicated page for our legal notices.
An email address must comply with several rules, such as the length of each element. Pierre-Yves, CTO and co-founder of Mindbaz explained this in his article on the maximum length of an email address.
A visual example of an email address and its domain name
Error page when redirecting a subdomain: a common problem
It’s very common to use a sub-domain for your email campaigns (e.g. news.mindbaz.com).
Some Internet users may want to check the sub-domain for a variety of reasons:
- curiosity,
- security before clicking on a call-to-action,
- wanting to check why they’ve subscribed…
But the sub-domain often redirects to an error page. As a result, the relationship of trust with your contact is tarnished. To overcome this problem, Mindbaz has created an automatic redirection for its customers’ sub-domains.
When an Internet user enters the sub-domain in their address bar, he is redirected to a dedicated page, accessible in both French and English.
Read more articles about email deliverability
Vade, Orange’s protection against email spam
Vade AI and email analysis
Vade is also known by its former name, Vade Secure. The France-based company’s aim is to protect email recipients and businesses against phishing, ransomware and spear phishing attacks.
Vade uses artificial intelligence (AI) via Machine and Deep learning to perform:
- behavioral analysis on all emails
- HTML code analysis, a process known as heuristic analysis
- analysis of each link in the email campaign
- context analysis, with predictive blocking based on sender, sending time, reputation, etc.
See also: Bayesian filter and its impact on email deliverability
Vade filtering: continuous improvement
To ensure that its filtering is always highly effective and relevant, Vade constantly strives to improve its tools.
It uses data collected from messages and user feedback from thousands of mailboxes to feed its filtering engine.
Need more information on Orange and email deliverability?
Agathe, Email Deliverability Specialist at Mindbaz, shares best practices for improving deliverability with Orange