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