Since the beginning of Mailjet’s existence, we have been fighting alongside the global anti-spam community (Internet Service Providers, fellow Email Service Providers and anti-spam organizations) in the raging war against spam. On a daily basis, there are email senders that impersonate legitimate brands and/or try to phish for personal information. Spam laws have been set up in certain countries and as an additional measure, we’ve created our own set of rules to protect the reputation of our clients and their intended recipients. Not only do these rules help us identify spammers, they also help increase your deliverability and build a strong sending reputation.
Unfortunately, failing to observe these rules could affect your ability to send through and to use our services. In some cases, it can lead to a rate limitation on your emails, or temporary or permanent account suspension.
Defined below are core statistics the Mailjet team references when reviewing email accounts and sending practices. Please familiarize yourself with this chart and work to stay below these acceptable thresholds. Accounts with statistics above these numbers can face account suspension and in some cases, termination.
|Statistic Thresholds||Acceptable levels*||Additional factors|
|≤ 8%||Calculated on the number of messages that have bounced|
|≤ 1.4%||or 1% if unsubs > clicks|
|≤ 0.08%||When sending over 1000 but never more than 50 complaints per day|
*Mailjet reserves the right to update the parameters of the acceptable sending threshold without prior notice.
Below are 8 commandments that you are to comply with to maximize your deliverability rates and to avoid any suspension of your account, and ultimately to help us in the war against spam.
Regular maintenance of your contact list will ensure that you are messaging an engaged audience with active email addresses. While it can vary from business to business, a good benchmark for an engaged customer is someone who has opened or clicked on an email in the past 3 to 6 months. Maintaining a list of customers who regularly read your content and find value in your messaging will result in less bounced or blocked emails. While the process of removing inactive or incorrect email addresses may make your contact list look smaller, it will significantly improve your deliverability (and sender reputation) in the long-run. Other things to keep in mind for good practices are: writing subject lines that are reflective of the content within the emails & avoiding promotional terms or common spam words.
Sending campaigns to contact lists that have been acquired (bought, exchanged or loaned) from a third party company will negatively impact deliverability and is strictly prohibited. As a result, email addresses must always be collected in a way where the recipient has explicitly opted in to receive communication. Use of lists that are bought, rented or scraped from third-parties is prohibited by law in most countries, and is absolutely prohibited on Mailjet servers.
All your contacts should have granted explicit and provable consent to receive communication. This consent should be granted through a confirmed (“double”) opt-in system that clearly expresses the topic of the subscription on an online or offline form via a checkbox. This checkbox must not be checked by default. In other words all check boxes have to be blank by default, leaving users the opportunity to willingly opt-in to receive communication.
Mailjet, being an active crusader in the war against spam and phishing, takes escalated abuse complaints received from recipients very seriously. By using Mailjet’s services, you are agreeing to comply with our requirement to target only contacts who have granted explicit and provable consent to receive communication.
At any given moment, you must be able to provide the following information regarding all email addresses to which you’ve sent emails through Mailjet:
When and how has this email address been collected?
In case of online data collection:
Is there an explicit statement of consent/opt-in for the email address?
If there was no explicit consent/opt-in, but there was an existing customer relationship:
Note that your full compliance is required when dealing with such matters. Accounts which are unable to provide proof of legal permission to contact recipients in the event of an escalated abuse complaint can face account suspension and in some cases, termination.
All marketing campaigns must include a clear and concise link for recipients to easily opt-out of receiving future communication. The link must be easy for anyone to recognize, read, and understand. On your end, this unsubscription must be granted immediately, with no further emails being sent to this recipient from that moment forward. In accordance with the Mailjet Sending Policy, transactional and confirmation emails such as purchase orders, payment invoices, password resets, account creations, etc. by nature do not require an unsubscribe link.
“From”, “To” and “Reply-To” fields must accurately and clearly identify the sender’s domain name and email address. It is important to send from domains that are at least one month old, with a transparent public domain record that redirects to the sending party’s legal pages. When sending from a different domain name on behalf of a partner or related third-party organization, the email body must clearly communicate that the message is sent via a third-party domain. Mailjet has developed custom plans for agencies, resellers and advertisers to follow the sending best practices. Please contact our Partnership Team if you feel that you fall into one of these categories.
Mailjet does not support the sending of messages that contain, promote, reference, or link to unlawful, illegal, libelous, defamatory or violence against any individual or group and more generally affecting human rights. Moreover and unless the sender gives us sufficient and specific guarantees at Mailjet’s sole discretion, Mailjet does not work in principle with senders (i) who promote the following activities, whether permitted by law or not, including the following but not limited to: gambling, sexual, adult content, weapons and any explosives, tobacco or tobacco-related, drugs, political, hacking, penny stocks, forex trading and trading advice, payday loans, lead sales and work-at-home offers promoting schemes such as “get rich quick”, “build your wealth” and “financial independence”, or (ii) who send emails in the name and on behalf of third-parties (including their own customers). In general, your emails must not contain any information or content otherwise sovereignly deemed unsuitable to Mailjet or harmful to the reputation of Mailjet, its affiliates, partners, customers and users.
It is also your responsibility to ensure that you are not a compliance risk, and we reserve the right to restrict your rate limits and take other related actions until we can determine that you do not pose any risk to your intended recipients and/or to Mailjet.