Summary
Achieving optimal email deliverability and efficient issue diagnosis requires a multi-faceted approach that extends beyond simply selecting an email marketing platform. While certain ESPs like Sendinblue, HubSpot, Mailjet, Omnisend, and GetResponse are praised for specific features such as dedicated IPs, advanced segmentation, real-time monitoring, and detailed analytics, experts emphasize the critical role of list health, sender reputation management, and how the platform is utilized. Key elements include transparent access to unaltered rejection/deferral messages, adherence to authentication protocols (SPF, DKIM, DMARC), and proactive monitoring of sender reputation. Ultimately, the best platform is contingent on the unique needs of the sender, but a focus on data accessibility, transparent reporting, and robust list hygiene practices is paramount.
Key findings
- Enterprise Advantage: Enterprise-level platforms often offer more comprehensive deliverability features.
- Platform Diversity: Sendinblue, HubSpot, Mailjet, Omnisend and GetResponse are highlighted for specific deliverability strengths.
- Rejection Transparency: Access to unaltered rejection and deferral messages is crucial for diagnosis.
- Usage Over Platform: How a platform is used is often more important than the platform itself.
- Authentication is Key: Strong sender authentication (SPF, DKIM, DMARC) is essential for deliverability.
- List Health Matters: Maintaining a healthy email list and following best practices is critical.
- Reputation Management: Actively monitoring and managing sender reputation is vital for effective deliverability.
- Data is King: Access to raw data and transparent reporting helps in finding/resolving issues.
Key considerations
- Platform Selection: Choose a platform that aligns with your specific needs and technical capabilities.
- Data Accessibility: Prioritize platforms that offer easy access to raw data in a usable format (e.g., .csv).
- Transparent Reporting: Look for platforms that are transparent about how they calculate and adjust metrics like open rates.
- Authentication Implementation: Implement and maintain strong sender authentication protocols (SPF, DKIM, DMARC).
- List Hygiene Practices: Establish and enforce rigorous list hygiene practices to maintain a healthy subscriber base.
- Reputation Monitoring: Regularly monitor sender reputation and address any issues promptly.
What email marketers say
10 marketer opinions
Several email marketing platforms offer features that assist with email deliverability and diagnosing issues. Enterprise-level platforms generally provide more robust deliverability features. Sendinblue, HubSpot, Mailjet, Omnisend and GetResponse are frequently mentioned as platforms offering features like dedicated IPs, advanced segmentation, real-time monitoring, and detailed analytics. The importance of strong sender authentication (SPF, DKIM, DMARC) and maintaining good list health is also emphasized. Ultimately, the 'best' ESP depends on individual needs, but evaluating authentication methods, reputation monitoring, and bounce management processes are essential considerations.
Key opinions
- Enterprise Platforms: Enterprise platforms generally offer more advanced deliverability features.
- Sendinblue: Sendinblue provides dedicated IP addresses and advanced segmentation for better deliverability.
- HubSpot: HubSpot offers detailed deliverability analytics and reporting tools.
- Mailjet: Mailjet focuses on sender authentication and real-time deliverability monitoring.
- GetResponse: GetResponse had one of the best spam score when compared to its competitors.
- Omnisend: Omnisend is known for its great deliverability features, including segmentation and targeting.
- Mailbox Provider Relationships: ESPs with close relationships with mailbox providers can offer unique insights into deliverability issues.
- DMARC Implementation: Implementing DMARC helps diagnose deliverability issues through reporting tools.
Key considerations
- Individual Needs: The 'best' ESP depends on the specific needs and requirements of the user.
- Authentication: Evaluate the ESP's authentication methods (SPF, DKIM, DMARC).
- Reputation Monitoring: Inquire about the ESP's sender reputation monitoring capabilities.
- Bounce Management: Understand the ESP's processes for managing bounces and complaints.
Marketer view
Email marketer from Litmus explains that when evaluating ESPs, asking about their authentication methods, sender reputation monitoring, and bounce management processes are essential.
8 Nov 2021 - Litmus
Marketer view
Email marketer from Email Geeks shares that there are substantial differences between the various platform's deliverability features and enterprise platforms are always going to provide better deliverability features.
19 Jul 2023 - Email Geeks
What the experts say
7 expert opinions
Experts emphasize that achieving good email deliverability isn't solely about choosing a specific email marketing platform. Focusing on how the platform is used, maintaining good list health, and diligently managing sender reputation are crucial. The availability of unaltered rejection/deferral messages and transparent data are vital for diagnosing and fixing deliverability issues. Platforms that provide raw data in an accessible format (e.g., .csv) are preferred. Misleading reporting, such as categorizing 5xx rejections as successful deliveries, undermines trust in the platform's data.
Key opinions
- Rejection Messages: Making rejection and deferral messages available and unaltered is crucial.
- Usage Matters: How you use the platform is more important than the platform itself.
- Ease of Diagnosis: Some ESPs are easier to work with for diagnosing and fixing delivery issues.
- Transparent Data: ESPs that provide raw data and are transparent about data adjustments are valued.
- Misleading Reporting: Some ESPs categorize 5xx rejections as successful deliveries, affecting report reliability.
- List Health: List health and sending practices are more crucial than the platform.
- Reputation Management: Diligently monitoring and managing sender reputation is essential.
Key considerations
- Data Accessibility: Choose an ESP that allows access to raw data in a usable format (e.g., .csv).
- Transparent Reporting: Look for ESPs that are transparent about how they adjust data, like open rates.
- List Hygiene: Prioritize building and maintaining a healthy email list.
- Sender Reputation: Actively monitor and manage your sender reputation.
Expert view
Expert from Email Geeks explains that the most important feature is making rejection (and deferral) messages available, unaltered, to customers.
17 Jun 2022 - Email Geeks
Expert view
Expert from Spamresource.com explains that focusing on list health and sending practices is more crucial for deliverability than selecting a specific email marketing platform. They emphasize the importance of consent, engagement, and proper list hygiene.
9 Apr 2023 - Spamresource.com
What the documentation says
4 technical articles
Email marketing platforms like Mailchimp, Twilio SendGrid, Amazon SES, and MessageBird (SparkPost) offer various deliverability features and reporting tools. These include automated abuse detection, feedback loops with ISPs, authentication protocols (SPF, DKIM, DMARC), dedicated IPs, deliverability monitoring, expert support, real-time analytics, comprehensive bounce codes, engagement metrics, sender reputation monitoring, and bounce/spam reporting.
Key findings
- Mailchimp: Offers automated abuse detection, feedback loops, and authentication protocols.
- Twilio SendGrid: Provides dedicated IPs, deliverability monitoring, expert support, real-time analytics, and bounce/spam reporting.
- Amazon SES: Helps maintain deliverability with tools to monitor sender reputation, manage bounces/complaints, and implement authentication.
- MessageBird (SparkPost): Offers real-time analytics, comprehensive bounce codes, and engagement metrics for quick issue diagnosis.
Key considerations
- Authentication: Ensure the platform supports SPF, DKIM, and DMARC authentication protocols.
- Monitoring Tools: Look for tools to monitor sender reputation and track bounces/complaints.
- Reporting: Evaluate the availability of real-time analytics, bounce codes, and engagement metrics for diagnosing issues.
- Support: Consider whether the platform offers expert support for deliverability optimization.
Technical article
Documentation from Twilio SendGrid details features like dedicated IPs, deliverability monitoring, and expert support to optimize email deliverability and provides tools for diagnosing delivery issues using real-time analytics and bounce/spam reporting.
30 Aug 2023 - Twilio SendGrid
Technical article
Documentation from Mailchimp explains that it offers features like automated abuse detection, feedback loops with major ISPs, and authentication protocols to maintain high deliverability rates and provide insights into potential delivery issues.
2 Oct 2021 - Mailchimp
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