Some Email Industry BS We Should All Be Wise to by Now
Also some ESPs have better support structures in place than others. As a result, delivery rates can reportedly vary from ESP to ESP. But it's not the ESPs' delivery rates we're discussing here. It's the senders' delivery rates.
This may sound like a ridiculously minor quibble. But referring to email delivery rates as the ESPs' shifts responsibility for behavior that helps ensure high delivery rates from where it belongs—the sender.
Senders of commercial email must continuously be made aware that the responsibility for ensuring high email delivery rates lies mostly with them and there's not an ESP in the world that can magically overcome the deliverability consequences of sloppy email address acquisition practices and poor list hygiene.
If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.
Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.
He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.