Advantages of ESP's

<title>Advantages Ofif you were to move onto an ESP, you would be
Normally, as a company moving into email marketingmoving onto an IP address that already had a well
you have to make a choice. Do you choose to havemaintained sender reputation. ESP's are always
your own in-house system or do you go with an ESPconcerned with the reputation of their sending IP's and
(Email Service Provider)?meticulously check it to ensure that they can provide a
There are advantages for each option, but you reallyhigh level of deliverability. All worthwhile ESP's will also
have to look at your company's specific requirementsgive you guidance on how to set up the rest of the
to see which option is best suited to you. This articleinformation you need and even provide you with links
will talk you through the advantages of choosing anso you don't need to put in the man hours to
ESP and dispel some of the apparent disadvantagesestablishing your campaigns reputation.
of choosing an ESP.Customer SupportAs a small company, you are more
Small Companies - ReputationAs a small companythan likely not going to know every aspect of email
starting out in email marketing you have to straightmarketing. There are several different factors that
away consider a lot of factors to get underway. Theeffect your marketing campaign that are unique to
"buzz" issue in email marketing at the moment isemail marketing. When you first start out, this can be
reputation. Now in all fairness, you may very well be insomewhat of a daunting task bringing yourself up to
a good position to start off by having your owndate with all of this. With any good ESP's though, you
dedicated IP address to send out from. What theshould receive a high level of customer support. I know
webmail providers like to see in email reputation is athat we personally offer to assist our customers in
consistent email history whilst steadily rising in size. Ifsetting up a campaign which exceeds email marketing
you are going to go down the route of an in-housebest practices to ensure that they can get a good
system you will have to put a lot of time and manlevel of open rates whilst also offer advice on how to
hours into making this work. You will be personallyhealthily grow their mailing list.
responsible for setting up and managing your ownLarge Companies - Reputation
reputation. This means that you will have to learn theSo as a large company you're in a completely
ins and outs of email deliverability. Proper maintenancedifferent situation to a small company when it comes
of your feedback loops, measuring complaint rates andto choosing between a dedicated IP and an ESP. The
having the relevant authentication coding in place is allquestion that you have to ask yourself is - Does your
essential in making your campaign grow successfully.campaign have time to wait whilst you slowly build up
As you can see, this can end up being very labouryour campaigns reputation? Hotmail recommends that
intensive and unless you can dedicate a seriouson an IP address with no previous mailing history, that
amount of time to setting up and maintaining your emailno more than 5000 emails are sent from it a day. If
reputation, you may find that your campaigns are noyou send more than this, you will risk an email throttle
way near as good as they could be.On the other hand,which will severely damage your deliverability.