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…

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