What is Netcore and what are its services and reputation in email marketing?

Key findings

• Core services: Netcore offers a comprehensive marketing technology platform. Its primary products include SmartTech, a cross-channel automation platform, and Pepipost, which focuses on transactional email campaigns and APIs.
• Global presence: Originating from India, Netcore has established a significant international presence, particularly through Pepipost in the US market.
• Transactional focus: Many of Netcore's services, especially via Pepipost, are geared towards transactional email delivery, which is crucial for sending important notifications, updates, and newsletters.
• Deliverability claims: Netcore asserts that its API ensures prompt email delivery. Some reports indicate positive deliverability results, even for senders with less-than-optimal practices.
• Pricing model: Its pricing structure is typically tiered, based on the volume of emails sent.

Key considerations

• Varied reputation: Netcore's reputation is not uniformly positive. While some users report good experiences, others have raised concerns about spamming practices and backend infrastructure reputation.
• Shared IP usage: There are indications that Netcore utilizes shared IP addresses, which can affect deliverability, particularly if other senders on the same IP engage in problematic sending behaviors. For more on this, see our guide on what factors influence email deliverability.
• Spam complaints: Allegations of direct spamming by Netcore itself (advertising its services) have been made, which, if true, significantly impacts its sender reputation and could lead to being added to a blacklist.
• Domain vs. IP reputation: Modern email deliverability increasingly emphasizes domain reputation and user engagement over solely relying on IP reputation. Even with a shared IP, strong domain practices can mitigate some risks. Understanding your email domain reputation is key.

Key opinions

• Good deliverability observed: Some marketers have seen clients consistently land in the Gmail inbox, even when their sending practices were not ideal, which suggests a strong deliverability engine from Netcore (or Pepipost).
• Unique crediting tactic: The practice of crediting clients back for opens is noted as a favorable and innovative approach.
• Allegations of spamming: Conversely, a significant concern raised by marketers and former associates is that Netcore itself engages in spamming activities, sending unsolicited emails directly from its network, including advertisements for its own services.
• Professional conduct issues: Reports from individuals who have worked with Netcore include serious accusations of non-payment for services rendered, indicating potential professional misconduct.

Key considerations

• Evaluating deliverability: While some isolated positive deliverability anecdotes exist, marketers must consider the broader reputation and practices of an ESP. Consistently high email deliverability relies on a holistic approach.
• Reputation and blacklists: Allegations of spamming are critical for any ESP's reputation. Being associated with a provider known for sending unsolicited mail could lead to your own emails being blocklisted or flagged as spam. Our guide to email blocklists provides more context.
• Ethical considerations: Beyond technical performance, an ESP's ethical practices and business conduct are crucial. Partnering with a company facing such accusations could reflect poorly on your own brand's integrity.
• Platform comparison: Marketers frequently compare Netcore to other large sending platforms (e.g., Amazon SES, Mailgun, SendGrid) when assessing bulk email capabilities and deliverability. It's important to choose an ESP that aligns with your volume needs and deliverability expectations.

Key opinions

• Spamming allegations: Experts and former employees explicitly describe Netcore as a bunch of freaking spammers, citing regular receipt of unsolicited emails advertising their services.
• Shared IP issues: A key criticism revolves around Netcore's use of shared IPs with a large proportion of users who are first-party senders and affiliates. This practice often leads to compromised IP and domain reputation for clients, as poor sending by one user affects others. Learn more about how to warm up a new IP for improved deliverability.
• Poor backend infrastructure reputation: There are expert opinions suggesting that Netcore's backend infrastructure (IPs and domains) does not maintain a consistently good reputation, contributing to deliverability challenges.
• Unprofessional conduct: Beyond technical issues, ethical concerns are raised about Netcore's business practices, including not paying employees or contractors. Such conduct reflects poorly on the company's reliability and trustworthiness.

Key considerations

• Impact of shared IPs: While shared IPs can be cost-effective, their reputation is highly dependent on the aggregate sending behavior of all users. If an ESP hosts spammers or low-quality senders on shared IPs, it can negatively affect the deliverability of legitimate senders.
• Long-term deliverability: An ESP's consistent reputation is paramount for long-term deliverability success. Historical issues with spamming or poor infrastructure reputation can make it harder for clients to achieve optimal inbox placement, requiring ongoing vigilance, including monitoring domain reputation using Google Postmaster Tools.
• Due diligence: Businesses considering Netcore or any ESP should conduct thorough due diligence, not only on their technical capabilities but also on their reputation within the industry and their ethical standing. Checking third-party reviews and community forums can provide valuable insights.
• Engagement signals: Even with deliverability challenges on certain platforms, email sender reputation is heavily influenced by user engagement (opens, clicks, complaints). ESPs that enable clients to maintain high engagement rates are often more reliable, regardless of initial IP standing.

Key findings

• Comprehensive platform: Netcore is presented as an all-in-one marketing technology platform designed to enhance customer engagement and improve overall customer experience.
• Transactional API: Its transactional email API, notably Netcore Email API, is designed for efficient delivery of essential communications like notifications and newsletters.
• Deliverability assurance: Documentation often implies a high degree of confidence in email deliverability, assuring users that emails are delivered promptly.
• Reputation focus: There is an acknowledgment of the shift from solely IP reputation to the greater importance of domain reputation and user engagement for inbox placement.

Key considerations

• Holistic approach to deliverability: While Netcore highlights its tools for deliverability, successful inbox placement also hinges on the sender's practices, including content quality and audience segmentation, which can significantly improve email inbox placement.
• Avoiding blocklists: The existence of tools to avoid blacklists and check for trigger words suggests a proactive stance on deliverability challenges. However, the ultimate responsibility lies with the sender to maintain good list hygiene.
• Engagement metrics: Netcore's focus on user engagement aligns with modern deliverability trends. Monitoring metrics like open rates, click-through rates, and spam complaints is vital for maintaining a healthy sender reputation. You can also test email deliverability to see how you stack up.