Email Deliverability Master Series Part 1: Understanding ISP and ESP Factors in Email Deliverability

What up Super Senders!

Welcome to the first part of our 10-part series on mastering email deliverability. In this edition, we are going to navigate the complex dynamics of Internet Service Providers (ISPs) and Email Service Providers (ESPs), and their critical role in your email deliverability.

ISPs and ESPs are two key players that directly influence whether your email finds its way to the recipient's inbox or ends up in the dreaded spam folder. Let's get to know these players a little better.

Internet Service Providers (ISPs)

ISPs are the gatekeepers of the internet. They provide internet access to users and have a significant say in how your emails are delivered. ISPs like Gmail, Yahoo, and AOL use advanced algorithms to determine the fate of your email, whether it lands in the inbox, spam, or promotional folder.

The ISP algorithms consider various factors such as sender reputation, recipient engagement, email content, and frequency of sending. ISPs aim to provide a safe and clutter-free email experience for their users, which means they're continually working to keep spam and irrelevant emails at bay.

Email Service Providers (ESPs)

ESPs, on the other hand, are platforms like Super Send that businesses use to send large volumes of email. They offer tools for creating, sending, and tracking email campaigns, which are crucial for your email marketing success.

ESPs also work closely with ISPs to maintain a healthy sending environment. If an ESP sends a high volume of emails that ISPs consider as spam, the ESP’s reputation gets negatively impacted, affecting all the businesses using it for their email campaigns.

Impact on Email Deliverability

Now that we understand the roles of ISPs and ESPs, let's talk about their impact on email deliverability.

ISPs decide where your email ends up based on various parameters, such as email authentication (SPF, DKIM, and DMARC records), sender reputation, engagement rates, and the quality of content. High bounce rates, high spam complaint rates, or sudden spikes in email volume can lead ISPs to classify your emails as spam or even block them.

ESPs also have a crucial role in maintaining your email deliverability. They provide tools to authenticate your emails, manage your email list, and track your email metrics. A reliable ESP like Super Send can help you monitor your sending practices, guide you towards better email hygiene, and ultimately improve your deliverability.

Improving Email Deliverability with ISP and ESP

By understanding the rules of the game set by ISPs and working with a quality ESP, you can significantly improve your email deliverability. Follow best practices such as maintaining a clean and engaged email list, authenticating your emails, avoiding spammy content, and gradually increasing your email volume.

An ESP like Super Send can help you automate many of these tasks, giving you more time to focus on creating engaging content and growing your business.

Stay tuned for our next email in the series, where we will dive deeper into email authentication and why it's critical for your email strategy.

Until then, remember, email deliverability is not a destination, but a journey that requires constant attention and fine-tuning. With Super Send by your side, we'll ensure this journey leads to the ultimate destination - your recipient's inbox.

Happy Sending!