Suped

Summary

Even when an organization uses a dedicated IP address for email sending, the Email Service Provider (ESP) still plays a measurable role in deliverability. While the sender directly manages their domain and IP reputation, the ESP provides critical infrastructure, tooling, and support that subtly yet significantly influence email inbox placement. This includes automated processes, compliance oversight, and expert assistance that augment a sender's own efforts.

What email marketers say

Email marketers, even those on dedicated IPs, recognize that their ESP still holds a measurable influence over their email deliverability. While direct control over sender reputation shifts largely to the user, the underlying platform capabilities, support, and hidden technical aspects provided by the ESP remain critical. Marketers often look for ESPs that offer sophisticated tools for list hygiene, bounce management, and responsive technical assistance, acknowledging that the ESP's ongoing efforts contribute to a reliable sending environment.

Marketer view

Email marketer from Email Geeks explains their prior role in monitoring deliverability. They mention using a service to monitor and handle delisting of client IPs, while also consulting with clients on the root cause of any issues. This proactive approach highlights how ESPs can support dedicated IP users.

22 Jan 2019 - Email Geeks

Marketer view

Email marketer from Email Geeks points out that not all sending engines are created equal. They recall a specific example where one platform failed to block a misspelled domain, like @gmaiol.com, while another ESP did. This indicates fundamental differences in platform intelligence that impact deliverability.

22 Jan 2019 - Email Geeks

What the experts say

Industry experts concur that while dedicated IP addresses offer senders more control over their reputation, the Email Service Provider's (ESP) role is far from negligible. They point to the ESP's fundamental responsibilities in maintaining robust infrastructure, ensuring compliance with evolving email standards, and providing strategic guidance. Experts stress that a quality ESP acts as a partner, offering tools and expertise that would be costly and complex for individual senders to replicate in-house.

Expert view

Expert from Email Geeks (U2UGZ5V33) outlines key ESP responsibilities, even on dedicated IPs. These include bounce management, list hygiene, trap/typo suppression, and tools that simplify deployments. They also mention block mitigation and network deliverability monitoring as ongoing tasks performed by the ESP.

22 Jan 2019 - Email Geeks

Expert view

Expert from Email Geeks (U2UGZ5V33) adds to the list of ESP functions: staying current with new email technologies, rate limiting and monitoring, and authentication monitoring. These technical aspects are continuously managed by the ESP to ensure optimal sending conditions.

22 Jan 2019 - Email Geeks

What the documentation says

Official documentation from various Email Service Providers and deliverability resources consistently outlines a foundational role for ESPs, even when senders utilize dedicated IP addresses. These documents emphasize that ESPs are responsible for maintaining the core sending infrastructure, adhering to technical standards (like email authentication protocols), and providing features that enable senders to manage their reputation effectively. While the dedicated IP grants more individual control, the ESP acts as the technical backbone and compliance guardian.

Technical article

Documentation from Customer.io highlights that an ESP is responsible for providing a healthy platform which sets the foundation for high deliverability. While the sender controls many aspects, the underlying platform quality is essential for success.

18 Mar 2024 - Customer.io Learn

Technical article

Mailchimp's resources on dedicated IPs state that the primary benefit of a dedicated IP is improved deliverability because it grants you control over your sender reputation. However, this is always within the context of their platform, which handles the technical sending.

20 Jan 2024 - Mailchimp Resources

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