Email deliverability
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Even the best email is worthless if it does not arrive. Deliverability is not a single setting but a balance between technical authentication, clean lists and recipient behaviour. ## The technical basics SPF, DKIM and DMARC are DNS records that prove to providers the origin of your emails. Setting them up takes one to two weeks, but they are the indispensable foundation before any serious campaign. ## Reputation builds slowly and is lost quickly Inbox providers monitor complaints and bounces. A campaign with a 3 % complaint rate can lead to a block lasting several weeks. Regular cleaning and consent remain the best ways to keep a good reputation. ## Monitoring and discipline Regular monitoring of complaints and bounces lets you fix problems before they become serious. Disciplining sends and separating transactional domains from marketing domains prevents one problem from affecting everything.When this guide is for you
- Your marketing emails land in spam or are not opened despite a good sending rate
- You send from a professional address (your-name@company.ma) rather than from an emailing tool
- You notice a sudden drop in open rate across several campaigns
- You are changing emailing provider or domain name
- You send a lot of automated emails (follow-ups, invoices, notifications)
Step by step
- Audit the sending domain — Check the sending address, the sending domain and the site domain targeted by links separately. Identify authentication errors, inactive lists and complaints received.
- Configure SPF, DKIM and DMARC — These three DNS records prove to providers that emails really come from you. Start DMARC in observation mode, then tighten the rules once the configuration is validated, without blocking legitimate emails.
- Clean the list — Separate inactive addresses, remove invalid addresses and complainers, remove dubious imports. Sending to a poorly cleaned list damages reputation for several months.
- Set up gradual warming — After changing infrastructure, send first to the most engaged contacts, progressively increasing volume. This ramp-up avoids platform blocks.
- Monitor continuously — Track complaints, bounces and open rates by provider (Google, Outlook, Orange, etc.). Some business inboxes filter aggressively, so adapt the content and frequency.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Deliverability audit | 4,000 – 12,000 MAD (≈ 370 – 1,100 €) | Authentication, reputation, lists, email content |
| SPF, DKIM and DMARC configuration | 3,000 – 8,000 MAD (≈ 270 – 730 €) | Including the testing phase and DMARC strategy |
| List cleaning and management | 1,500 – 5,000 MAD (≈ 140 – 450 €) | Per batch of 5,000 to 20,000 contacts |
| Warming a new domain | 3,000 – 10,000 MAD (≈ 270 – 900 €) | Volume ramp-up over 4 to 8 weeks |
| Monthly monitoring | 2,000 – 8,000 MAD / month (≈ 180 – 730 €) | Reports, complaints, reputation and adjustments |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Sending campaigns from an ordinary Google address without authenticated configuration
- Buying lists or importing old contacts without consent, which destroys the domain's reputation
- Using a single sending address for everything: marketing, invoices and support, making it less reliable
- Ignoring complaints and continuing to send: modern providers block quickly
Frequently asked questions
Why do my emails go to spam?
The most frequent causes are missing or faulty SPF, DKIM and DMARC records, a list with many invalid addresses or overly promotional content. A domain audit finds the main cause within a few days.
Can I send from a professional Gmail or Outlook account?
For small volumes and individual emails, yes. For campaigns, you need a dedicated emailing tool and an authenticated domain, otherwise mass sends from a personal inbox bring the reputation down.
Does a new domain need a long waiting period?
A new domain needs a few weeks to build reputation, with low volume at first. Sending five thousand emails on the first day almost always leads to blocks.
What open rate is normal?
It depends on the sector and target: often 25 to 40 % for an engaged list, less for a cold list. A sudden drop in opens usually signals a deliverability problem rather than a poor subject line.
Which law applies in Morocco?
Law 09-08 protects personal data and requires consent for electronic marketing, with a right to object. Beyond that, provider rules (Google, Microsoft) largely determine deliverability.
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