Does the email marketing platform truly determine deliverability?

While an ESP provides the sending infrastructure and tools, your own sending habits, such as list hygiene, content quality, and email authentication, are the primary factors. A good ESP supports your efforts, but cannot compensate for poor practices.

What's the difference between shared and dedicated IPs for deliverability?

Dedicated IPs offer full control over your sender reputation, which is ideal for high-volume senders with consistent email practices. Shared IPs, managed by the ESP, can be influenced by other users, but reputable platforms actively manage their shared pools to maintain health.

What specific features should I look for in an ESP to ensure good deliverability?

Look for robust email authentication setup (SPF, DKIM, DMARC), automated bounce management, feedback loop integration, advanced segmentation, and comprehensive analytics. These features empower you to manage your sender reputation effectively. Knowing which deliverability tools an ESP offers is important.

Beyond the platform, what are the most critical steps I can take to improve my deliverability?

Regularly clean your email list, remove inactive subscribers, use clear consent processes (like confirmed opt-in), send relevant content, and monitor your sender reputation closely. It's a continuous effort to improve your email deliverability .

Which email marketing platform offers the best email deliverability? - Sender reputation - Email deliverability - Knowledge base

The question of which email marketing platform offers the best deliverability is a common one, and it touches on a crucial aspect of email marketing success. Many assume that simply choosing a top-tier platform guarantees their emails will land in the inbox.

While the platform you choose does play a role, it's often not the primary determinant of your email deliverability. The truth is, your own sending practices and infrastructure configuration are far more influential. I've seen excellent deliverability on seemingly average platforms and abysmal rates on industry-leading ones, simply because of how the sender managed their campaigns and technical setup.

The true drivers of email deliverability

When we talk about email deliverability, we're referring to the ability of an email to reach the intended recipient's inbox, rather than being diverted to the spam folder or blocked entirely. This isn't just about avoiding a blacklist (or blocklist), it's about building and maintaining a strong sender reputation with Internet Service Providers (ISPs) like Gmail and

Outlook. Your sender reputation is a score that ISPs assign to your sending domain and IP address based on various factors, which dictates how they treat your emails. A good reputation means your emails are more likely to be delivered, while a poor one can lead to messages being filtered or rejected.

The most significant drivers of this reputation are your own sending practices. This includes everything from the quality of your email list and how you obtain consent, to the content of your emails and how recipients engage with them. For example, high spam complaint rates, low engagement (opens and clicks), and sending to invalid or inactive addresses can quickly tank your reputation, regardless of the platform.

Technical configurations like SPF, DKIM, and DMARC are foundational. These authentication protocols verify that your emails are legitimate and prevent spoofing, which in turn helps build trust with ISPs. Without them configured correctly, even the best content can end up in spam.

How your platform impacts deliverability

While your practices are paramount, your email marketing platform (ESP) does play a supportive role. A good ESP provides the infrastructure and tools that enable you to maintain high deliverability, but they cannot magically fix underlying issues with your sending habits. They act as a foundational layer, ensuring technical standards are met and providing an environment conducive to good sending.

One key aspect is how an ESP manages its IP addresses, whether shared or dedicated. Many platforms operate on shared IP pools, meaning your emails are sent from the same IP addresses as other customers. If other senders on a shared IP have poor practices, it can negatively affect everyone's deliverability on that IP. However, reputable ESPs actively monitor these shared pools and enforce strict anti-spam policies to maintain a healthy sending reputation across their network.

For high-volume senders or those with very specific deliverability needs, dedicated IP addresses are often an option. With a dedicated IP, your sender reputation is entirely your own, insulating you from the poor practices of other ESP users. However, it also means you bear the full responsibility for warming up the IP and maintaining its reputation, which requires consistent, high-volume, and high-quality sending.

Positive attributes

Strong compliance: Adherence to industry standards like CAN-SPAM and GDPR.
Robust infrastructure: Technical setup that supports high delivery rates and quick issue resolution.
Active monitoring: Proactive management of shared IP pools and abuse prevention.

Potential pitfalls

Lax abuse policies: Allowing spammers or bad senders to operate on their network.
Outdated technology: Failure to keep up with evolving ISP requirements and security protocols.
Poor support: Lack of deliverability expertise within their customer support team.

Essential platform features for success

When evaluating an email marketing platform for deliverability, look beyond simplistic claims of high delivery rates. Instead, focus on the features and support that empower you to be a good sender. A truly deliverability-focused platform will offer comprehensive tools and resources.

Look for platforms that provide easy setup and management of email authentication protocols. This includes clear instructions and robust interfaces for configuring SPF, DKIM, and DMARC. Additionally, the platform should handle bounce management automatically, removing invalid addresses from your list to protect your sender reputation.

Advanced segmentation capabilities are also vital. The ability to target your audience precisely means sending relevant content, which in turn boosts engagement and reduces spam complaints. Automation features, such as welcome series and re-engagement flows, can also contribute to a healthier list and better sender reputation.

Crucially, the platform should offer detailed analytics and reporting. This includes metrics like open rates, click-through rates, bounce rates, and crucially, complaint rates. Access to feedback loops (FBLs) and data on inbox placement can help you diagnose deliverability issues proactively. Some platforms even integrate with

Google Postmaster Tools to provide deeper insights into your sending performance.

Feature	Deliverability Impact	Importance
Email authentication (SPF, DKIM, DMARC)	Verifies sender identity, reduces spoofing, builds ISP trust.	High
Automated bounce handling	Removes invalid addresses, protects sender reputation from hard bounces.	High
Feedback loops	Notifies senders of spam complaints, allowing for prompt list cleaning.	Medium
Segmentation and personalization	Improves engagement, reduces complaints, signals positive sender behavior.	High
Detailed analytics and reporting	Provides visibility into performance, helps identify and address issues.	High

Finding your ideal email marketing partner

Ultimately, the best email marketing platform for deliverability is one that aligns with your specific needs and supports your commitment to good sending practices. There's no single best platform for everyone, as factors like sending volume, budget, and technical expertise all play a role. Some platforms may excel in deliverability for transactional emails, while others are better suited for marketing campaigns.

I always recommend starting with a clear understanding of your own sending requirements and then evaluating platforms based on how well they facilitate healthy sending. Don't be swayed by marketing jargon or unverified claims. Instead, perform your due diligence, look for transparent reporting, and consider platforms that offer robust support and educational resources to help you improve over time.

Remember this

Your deliverability ultimately rests on your shoulders, regardless of the email marketing platform you use. It is crucial to focus on maintaining a clean list, sending engaging content, and monitoring your sender reputation diligently. A good platform is a powerful enabler, but your practices are the true drivers of success.

Views from the trenches

Best practices

Actively manage your subscriber list, removing inactive and unengaged contacts regularly.

Use confirmed opt-in to ensure all subscribers genuinely want to receive your emails.

Segment your audience and personalize content to increase engagement and relevance.

Monitor your sender reputation and key metrics like open rates, click-throughs, and spam complaints.

Common pitfalls

Purchasing email lists, which often contain spam traps and invalid addresses.

Sending inconsistent email volume, leading to spikes that ISPs view suspiciously.

Ignoring feedback loop reports and not promptly removing complainers.

Failing to implement or properly configure email authentication records like DMARC.

Expert tips

Regularly audit your email list for unengaged subscribers.

Pay close attention to user feedback and spam complaints.

Implement a consistent email sending schedule.

Ensure all your email authentication records are correctly set up and aligned.

Expert view

Expert from Email Geeks says deliverability is only impacted by the service provider if they don't follow industry standards or host many spammers. Your data quality and marketing strategy are the most significant factors influencing email deliverability.

November 8, 2023 - Email Geeks

Expert view

Expert from Email Geeks says an ESP cannot improve your delivery beyond what your own practices deserve, but they certainly have the capacity to make it worse.

November 8, 2023 - Email Geeks

Your path to optimal inbox placement

Achieving optimal email deliverability is a continuous process that involves both strategic choices and diligent execution. While the email marketing platform you select provides essential tools and infrastructure, it's the quality of your sending practices that ultimately determines whether your messages land in the inbox.

Focus on building a healthy email list, crafting engaging content, and maintaining impeccable sender reputation through proper authentication and monitoring. By prioritizing these elements, you can ensure your email campaigns reach their intended audience, regardless of the specific platform you utilize. This proactive approach will yield far greater results than simply chasing the best platform alone.