Entregabilidad: cambios en normas, umbrales y requisitos – Agosto 2025
Agosto 2025
ANNOUNCEMENT
Desde hace varios meses, las normas anti-spam se han reforzado progresivamente con un objetivo claro: proteger a los usuarios finales y reducir el número de quejas relacionadas con correos electrónicos no deseados.
What will change from mid-August 2025
Orange, a major player in France, announces a significant tightening of its tolerance thresholds:
The aim is to reduce the complaint rate aiming for a gradual fall from 0.8% to 0.6% by mid-August, with a long-term target of 0.3%.
Official source: postmaster.orange.fr
To date, only Orange has communicated this change. Other providers may follow suit, but this is not yet the case.
What you need to know about the complaint rate
The complaint rate is calculated on the basis of e-mails arriving in the main inbox, and not on the basis of all e-mails sent.
Suppliers don't share either the location of the email (main inbox or spam box) or the total number of complaints received. The figures shown on the dashboards therefore represent only part of the reality.
For example, if you send 1,000 emails and only 100 reach the main inbox, 6 complaints are equivalent to a rate of 6%, and not the 0.6% shown on your dashboards.
👉 Objective: aim for a complaint rate as close to 0 as possible, to limit the risk of filtering or blocking.
Focus on affiliate practices
Orange is also intensifying its vigilance on affiliate practices deemed too aggressive or of poor quality, which can lead to immediate blocking of your classic marketing emails too.
Our recommendations
Make it easy to unsubscribe to avoid reports.
Take care with subject lines and content to avoid perceptions of spam.
Segment intelligently to identify and target the most committed contacts and limit the risk of complaints. Campaigns sent to the whole base become less and less effective, and even risky for your deliverability.
Track your complaint rate, even if limited, with our dashboards to monitor your performance and quickly detect any anomalies.
Work with recognised affiliate partners, and give priority to the quality of your mailings rather than volume. Questionable practices can lead to lasting blockages.