Your ESP and Deliverability: Who’s Responsible?

Your ESP and Deliverability: Who’s Responsible?

The Common Misconception Before you begin the search for an email service provider (ESP), it’s important that you are aware of a common misconception about who's responsible for a sender's reputation. Often times, it is believed that deliverability successes and failures are solely based on the ESP a sender chooses. Unfortunately, that isn't entirely true. Laura Atkins couldn't have said it any better when she said, "This is a subject that doesn't get talked about very much because marketers often don't understand deliverability, and ESPs get paid to respond to delivery problems not prevent them. Worse than that, many companies expect that deliverability is what their ESP does, and if there are problems, the ESP will be responsible and fix it. This isn't actually true. In most cases, a sender having problems getting to the inbox is responsible for those problems." I hope this sheds a little light on that dilemma so I can safely say that, though a sender is responsible...
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Back to the Basics: ESP Migration Checklist

Back to the Basics: ESP Migration Checklist

Back to the Basics: ESP Migration Checklist ESP Migration is a little like moving a house. Nobody wants to meticulously pack, box and label the entire contents of their home only to have to unpack it all somewhere new. However, the more prepared and organized you are, the smoother the transition will be as you start life in your new abode. ESP Migration can feel the same. Nevertheless, if your company has decided to move to a new ESP, it is a complex task with more than its fair share of obstacles to overcome. To help, platform migration experts, Trendline Interactive, have compiled a basic ESP Migration Checklist for you to consider. 1. Export Lists Maintaining the quality, reliability, and size of a company’s contact list during ESP Migration is a common concern. Still, rookie mistakes are easy to make. Firstly, remember to export list(s) from your old ESP before they lock you out of your account. It’s crucial that contacts from suppressed lists also...
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