Their Inbox, Your Responsibility
Deliverability is an ever-changing and important piece of a strong email marketing strategy. The Email Service Provider (ESP) and you as the Sender each play a role. Neither party can drop the ball – as each of these roles have responsibilities crucial to overall deliverability effectiveness.
In this whitepaper you will learn strategies for reaching constituents’ inboxes and practical tips you can take to maximize email deliverability.
While an ESP will be responsible for aspects such as infrastructure, bounce handling, message throttling, authentication, and ISP relationship management; you will control how the data is being collected, the general hygiene/health of the list, managing complaints, recipient engagement, and the design and quality of the content.
All of these factors affect your reputation, and both parties have vital roles to fulfill in this regard. Let’s take a closer look at the factors you are responsible for.