Summary
Even when overall deliverability metrics appear similar, a new ESP might underperform compared to an older one due to a confluence of factors. These include weaker sender reputation stemming from new or 'burned' IP addresses and the lack of established sending history, and the absence of existing feedback loops with mailbox providers. A rushed or inadequate warmup process, poorer list hygiene practices, and a less robust or optimized infrastructure in the new ESP can also contribute. Changes in template rendering or link tracking can negatively affect engagement. Different sending limits and the level of adherence to authentication standards (SPF, DKIM, DMARC) between ESPs may further exacerbate the issue. Analyzing metrics by domain, monitoring IP reputation, utilizing tools for reputation analysis and sending consistency are important mitigation steps.
Key findings
- Weaker Sender Reputation: A new ESP often starts with a weaker sender reputation due to new or previously 'burned' IP addresses and a lack of established sending history.
- Inadequate Warmup: Rushing or neglecting the warmup process can lead to lower engagement despite good deliverability.
- List Hygiene Issues: Poorer list hygiene in the new ESP can result in sending to unengaged or problematic addresses.
- Infrastructure Deficiencies: Less robust infrastructure can lead to slower sending speeds, connection problems, and overall engagement issues.
- Changes in Rendering/Tracking: Modifications in template rendering or link tracking can negatively impact user engagement.
- Authentication Problems: Incorrectly configured SPF, DKIM, or DMARC settings can cause emails to be filtered or penalized.
- Sending Limit Discrepancies: Differences in sending limits and throttling between ESPs can delay delivery and affect engagement.
- Lack of Feedback Loops: The absence of established feedback loops with mailbox providers can hinder the ESP's ability to detect and address deliverability issues.
Key considerations
- Domain Analysis: Analyze email metrics by domain to identify specific issues related to certain mailbox providers.
- IP Reputation Monitoring: Monitor IP reputation using tools such as Google Postmaster Tools, Talos Intelligence, and Spamhaus.
- Authentication Verification: Ensure strict adherence and proper configuration of SPF, DKIM, and DMARC records.
- Sending Limit Awareness: Familiarize yourself with the new ESP's sending limits and throttling policies.
- Reputation Monitoring Tools: Utilize monitoring reputation using tools such as MultiRBL, Talos Intelligence or URIBL can show the differences between each ESPs reputation to help resolve deliverability issues.
- Review suppression critera: Review suppression critera between the ESPs.
What email marketers say
9 marketer opinions
Despite similar deliverability metrics, a new ESP may perform worse than an old one due to factors such as weaker sender reputation, inadequate warmup processes, poor list hygiene practices, lack of established feedback loops, less robust infrastructure, or changes in email rendering. Monitoring domain-specific metrics, IP reputation, and utilizing tools for reputation analysis are crucial. The quality of the IP address, sending volume, template rendering and adherence to email authentication standards all have an affect on engagement.
Key opinions
- Sender Reputation: New ESPs often have weaker sender reputations, impacting inbox placement and engagement.
- Warmup Process: Insufficient or rushed warmup can negatively affect engagement metrics even with good deliverability.
- List Hygiene: Poor list hygiene in the new ESP can lead to sending to unengaged or problematic addresses, reducing engagement.
- Feedback Loops: Lack of established feedback loops with mailbox providers can hinder the ESP's ability to address deliverability issues.
- Infrastructure: Less robust infrastructure can cause slower sending speeds and connection problems.
- Template Rendering: Changes in template rendering or link tracking can affect user engagement negatively.
Key considerations
- Domain Analysis: Analyze email metrics by domain to identify specific mailbox provider issues.
- IP Reputation: Check postmaster tools and IP reputation services to compare old and new IPs.
- Monitor Reputation: Monitor reputation using tools such as MultiRBL, Talos Intelligence or URIBL can show the differences between each ESPs reputation to help resolve deliverability issues.
- Authentication: Ensure correct email authentication standards are being followed.
- Volume and Consistency: Monitor sending consistency and IP reputation closely.
Marketer view
Email marketer from Sparkpost shares that the new ESP might have changes in template rendering or link tracking, which can affect user engagement. If emails look different or links are broken, users may be less likely to open or click.
12 Jul 2022 - Sparkpost
Marketer view
Email marketer from Email Geeks asks if the postmaster tools have the same grade for the former IPs and new IPs, noting Gmail as a good indicator.
8 Jan 2023 - Email Geeks
What the experts say
3 expert opinions
A new ESP may perform worse than an old ESP despite similar deliverability metrics due to several factors. These include potentially different suppression criteria, overall platform-level reputation differences, and issues with the IP address itself, such as it being new with no history or 'burned' due to previous misuse. Additionally, a new ESP's lack of sending history and the need for a new warmup process can contribute to lower initial results. Volume and sending consistency are crucial aspects that require monitoring.
Key opinions
- Platform Reputation: Different ESPs may have varying overall platform reputations that affect performance.
- IP Address Issues: New or burned IP addresses can significantly impact deliverability; building a good IP reputation from scratch is necessary.
- Warmup Requirements: New ESPs need to undergo a warmup process to establish a sending history and reputation.
- Volume and Consistency: Sending volume and consistency play crucial roles in establishing deliverability with a new ESP.
Key considerations
- IP Reputation Check: Check IP address reputation using services like Talos or Spamhaus.
- Monitor Sending: Monitor sending consistency and IP reputation closely during the initial period with the new ESP.
- Suppression Criteria: Consider and evaluate differences in suppression criteria between the old and new ESP.
Expert view
Expert from Word to the Wise explains that the problem may well be the IP address, the age of the IP address, whether it has been used for mail previously, and if so, what sort of mail. New ESPs often allocate fresh IPs that have no history, so you are starting from scratch - you have to build a reputation. But they also often allocate IPs that are relatively cheap, because they’ve been burned by others. If you get a burned IP you are starting out in a hole. Check the IP address reputation on a service like Talos, or Spamhaus.
14 Jun 2024 - Word to the Wise
Expert view
Expert from Email Geeks shares that it's common for an old ESP to get higher clicks/signups than a new ESP, even without a firm explanation. Theories include different suppression criteria or platform-level reputation.
4 Sep 2022 - Email Geeks
What the documentation says
4 technical articles
Even with similar overall deliverability metrics, a new ESP can perform worse due to several factors highlighted in documentation. IP reputation significantly affects delivery to Gmail users. Sender health, assessed via complaint rates and spam trap hits, can be negatively impacted by a switch to a new ESP. Strict adherence to email authentication standards (SPF, DKIM, DMARC) is vital, and misconfigurations can lead to filtering or penalties. Different sending limits and throttles between ESPs can also affect engagement rates by causing delays.
Key findings
- Gmail IP Reputation: Poor IP reputation at Gmail can lead to spam placement or blocking, impacting performance despite overall deliverability.
- Sender Health: Increased complaints or spam trap hits after switching ESPs can damage sender reputation.
- Authentication Standards: Misconfigured SPF, DKIM, and DMARC can result in filtering or penalties, even if basic checks pass.
- Sending Limits: Different sending limits and throttles can delay emails and affect engagement rates.
Key considerations
- Monitor IP Reputation: Regularly monitor IP reputation with Gmail Postmaster Tools.
- Assess Sender Health: Evaluate complaint rates and spam trap hits using Microsoft SNDS.
- Verify Authentication: Ensure correct configuration of SPF, DKIM, and DMARC records.
- Understand Sending Limits: Familiarize yourself with the new ESP's sending limits and throttles to avoid delays.
Technical article
Documentation from Microsoft SNDS explains that sender health is evaluated by looking at complaint rates, spam trap hits, and other factors. A sudden increase in complaints or spam trap hits after switching ESPs can damage sender reputation, even if basic deliverability metrics look acceptable.
17 Oct 2022 - Microsoft
Technical article
Documentation from AWS SES explains that sending limits and throttles can differ between ESPs. The new ESP might be imposing stricter limits, leading to delays in sending and affecting the timing of emails, which can impact engagement rates.
14 Jul 2021 - Amazon Web Services
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