What Your ESP Can (And Can't) Do for Your Deliverability

There are a lot of email service providers (ESPs) out there and many misconceptions about how to choose the one that works for your needs. To understand what an ESP can and can’t do to help you with deliverability, it’s good to start by looking at the function of an ESP and the role it plays in your email marketing. 

While each ESP has its own specialty, its main purpose is to help email marketers reach their audience. At its most basic function, the ESP handles the entire delivery infrastructure. It’s complex work that’s taken care of for you; if you don’t know it’s happening, it’s doing its job. 

In this episode, we talk through what ESPs are, their purpose, what they can and can’t do, and what to look for when choosing the ESP that’s right for you. 

Main Takeaways

There are many different ESPs, each with its own strengths and weaknesses. However, good deliverability is something you should always be looking for when choosing an ESP. The right ESP can help your deliverability by doing the behind-the-scenes heavy lifting, and providing a healthy infrastructure to send from.ESPs can only do so much. As a sender, you can still experience unique spam filters, open rates, click rates, and more that may require your attention. Deliverability is a team effort. 

“When it comes to deliverability, it helps to have eyes on your issue from someone who only does deliverability work so that they know what to look for and what trends to spot.” ~ @alyssa_dulin

Links

ConvertKitDeliverability Defined 002 - Sender Reputation: The Road to Inbox Placement

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