‘How to smoothly onboard to a new Email Service Provider and get more of your marketing into the inbox’ – ‘Experian Marketing Forward’ Blog
Tom Corbett says, “There are many reasons why you’d want to change your email service provider (ESP) – cost, flexibility, reliability and functionality are a few, but that’s not the purpose of this article.
As many brands find themselves looking for new solutions to the complexities of a cross-channel world, I thought it would be a good time to point out some best practices for ensuring an ESP switch—regardless of the motive—is as painless and beneficial as possible.
Internet Service Providers (ISPs) have, over the past few years, taken control of their users’ customer experience and started limiting the amount of mail their users receive, ensuring only the most relevant messages are delivered. Because of this, the dangers of not following best practices are realer than ever before. If you’re not careful, you’ll be blacklisted and all your emails will go straight into the spam folder.
As any email marketer will tell you, this issue is referred to as sending reputation and it’s incredibly important. If you have a bad sending reputation it’s likely that lots of your emails will go straight to junk mail folders and not be seen by the people you want to reach“.
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