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