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Saturday 07 December 2019 by Eric

For many marketers, emailing is about maintaining a list of up-to-date qualified contact emails and creating engaging content. The work is only half finished. Emailing does not stop at sending email campaigns, you also have to follow the prospecting campaigns, analyze the results to draw conclusions in order to prepare your future emailing campaign. This is what I will develop for you.

Discover in this article the statistics to watch out for.


Taux d’envoi et de délivrabilité

Let's start with the basic statistics: send and deliverability rates. The sending rate is the % of emails that have been sent to your prospects. The deliverability rate is the % of sent emails that have actually been delivered. If you follow the best practices of emailing, these rates should be close to 100 %.

The opening rate

The open rate is the % of delivered emails that have been opened at least once.

Clickthrough rate

Clickthrough rate is the % of open emails that recipients clicked on links at least once. it indicates whether your content is interesting enough to drive your readers to your website.

Unsubscription rate

The unsubscription rate is directly related to the opening rate. It corresponds to the % of propects who clicked on the link of unsubscription of the email.

Error rate (or bounce)

The error rate is calculated based on the total number of emails sent. An error means that an email has not reached its destination.

- Inbox saturated
- Absence messages
- Emails deleted
- Invalid domains
- Unavailable servers
- Etc.

Blocking rate

The blocking rate is calculated based on the total number of emails sent. Emails that have been erroneously reported or reported as spam must be blocked by the email sending system. The reputation of the sender is thus preserved.

Spam rate

The spam rate is calculated based on the number of emails arrived at destination. In the spam category are all prospects who clicked the "Report as spam" button. To banish definitely.

How to find an email address ?

The site to provide you with a database of qualified emails to serve the performance of your marketing actions

How to send emails with php ?


PHPMailer - A full-featured email creation and transfer class for PHP

What to do in case of receiving fraudulent emails ?

It is certain that many fraudulent emails are currently sent to recover your personal data, banking or otherwise. One of the most common phishing scam techniques. How to recognize it? What are the steps to take if you are a victim of phishing ?

What is internet phishing ?
Phishing is an Internet scam technique increasingly used to steal your personal data :


  1. your date of birth
  2. Your location
  3. Your civil status
  4. Your bank details
  5. Your Internet login credentials to banking sites or merchant sites
  6. Your email credentials and passwords
  7. ...

To obtain them, they send a fraudulent email that seems official.

How to recognize a fraudulent email ?

The sender's e-mail address contains the name of the organization or company whose identity is spoofed but often contains inconsistencies. This is one of the first things to watch to avoid being scammed. The content of the mail is not personalized and the body of the message can contain an image instead of the text to prevent detection of the mail by anti-spam filters.

The email invites you to :
  1. To reply directly to the email by providing personal data
  2. To click on a link to complete a form
  3. To open an attachment containing a trojan horse or other viruses
  4. ...
The excuses very often put forward are the following :
  1. An update of your personal data
  2. Verification of a bank levy, a payment
  3. The impending deactivation of your account
  4. ...

In general, the email may contain a link that links to a fraudulent website that resembles the official website of the company.

It can also contain in most cases an attachment which is either a form to be completed or a program to be executed.

You may then communicate information to scammers and / or infect your equipment with a trojan or virus that will spy on you for the benefit of the rogue.

What are the precautions to take after receiving a fraudulent email ?
If you received a suspicious email :
  1. If you have any doubt, do not reply to the mail
  2. Do not click on any links contained in the mail and do not open attachments
  3. Destroy the mail
  4. Update the protection system of your computer.
  5. If you have the slightest doubt (precautionary principle), contact directly the organization or the company subject of the email before responding to it.
  6. ...
If you have already replied to a fraudulent email :
  1. It is useful to warn the organization or company whose identity has been stolen and change your passwords transmitted by deception, check your bank statements and make sure no amounts have been drawn irregularly. If not, immediately contact your bank to object.
  2. ...

Email encryption : how to secure the sending of your emails ?

When you send your emails without encryption, the transmission is vulnerable and in clear text. This allows any unauthorized person to easily intercept the email before the recipient receives it but also to read it easily. The RGPD (General Regulation on Data Protection) is applicable throughout the European Union, so the encryption of emails should no longer be neglected. You must protect all your emails against unauthorized access.

Securing the sending and storing of emails is a question of encryption

If the email is intercepted by a scammer, the text can be read in its entirety. It is for this reason that powerful coding methods have been created and can be used either to generate an encrypted email or to encrypt the sending of a message. Regarding the encryption of emails, here are three categories:

  1. Encrypt the transfer of emails
  2. Encrypt email content
  3. Encrypt archived emails
Encrypt email forwarding with SSL / TLS

The old Transport Layer Security (TLS) Secure Sockets Layer (SSL) transmission protocol is used universally. An SSL or TLS encryption content that is encrypted to be decrypted by people during data exchange may not have the key to decode the content. SSL / TLS technology is not only used for sending emails, but also, for example, to secure data on sites that start with https.

Secure Email with S / MIME or PGP

If you want to encrypt the content of emails, there are different techniques.

  1. The standard S / MIME method
  2. The PGP method

Both of them use asymmetric encryption.

Traditional methods of encryption and decoding use the same key, asymmetric encryption uses when it has two keys

  1. A private key known only to the sender
  2. A public key freely accessible to all recipients
Encrypt archived emails using devices or tools.

Email encryption is very important even if they are stored. It is thanks to this encryption that you can face the possibility of attacks of cybercriminals who access your email account where your mails are stored. You can provide additional protection by encrypting your hard drive or the most relevant folders and files.