Summary
Email marketers, experts, and documentation sources identify numerous concerns regarding ESP deliverability services. Key themes include a lack of transparency (hiding data, inaccurate metrics), limited data access (raw SMTP responses, bounce logs), inadequate tools (IP reputation management, spam filters, list cleaning), poor customer support, complex authentication, unhelpful SMTP error codes, insufficient feedback loop integration, lack of guidance on certification programs and blocklist removals, and inadequate email testing processes, including lack of accurate previews and deliverability monitoring. Overall, there's a demand for greater transparency, better data access, improved support, more effective tools, and simpler processes to enhance email deliverability.
Key findings
- Lack of Transparency: ESPs frequently lack transparency in reporting, hide or alter data, and provide inaccurate metrics, hindering effective troubleshooting.
- Data Access Limitations: Limited access to raw SMTP responses and bounce logs restricts users' ability to diagnose deliverability issues effectively.
- Insufficient Tools: ESPs often lack adequate tools for managing IP reputation, preventing spam, cleaning lists, and monitoring deliverability performance.
- Poor Support: Customer support from ESPs is often slow, unhelpful, and lacking in adequate training to handle deliverability issues.
- Authentication Complexities: Complex authentication requirements (DKIM, SPF, DMARC) and a lack of ESP support create frustration and lead to failures.
- Inadequate Guidance: ESPs frequently offer insufficient guidance on list hygiene, certification programs, and blocklist removals, leaving senders to navigate complex processes independently.
- Poor Error Handling: Vague SMTP error codes and a lack of detailed explanations from ESPs complicate the diagnosis and resolution of deliverability problems.
Key considerations
- Prioritize Transparency: Select ESPs that provide complete transparency in deliverability reporting, data handling, and metric calculation.
- Demand Data Access: Ensure the ESP provides easy access to raw SMTP responses, bounce logs, and other relevant data for in-depth analysis.
- Evaluate Toolsets: Choose ESPs offering robust tools for managing IP reputation, preventing spam, cleaning lists, monitoring performance, and conducting thorough email testing (inbox placement, previews).
- Assess Support Quality: Evaluate the responsiveness, expertise, and training of the ESP's customer support team.
- Simplify Authentication: Seek ESPs that provide comprehensive support and simplified processes for implementing DKIM, SPF, and DMARC.
- Seek Guidance & Education: Utilize external resources to educate yourself and your team and seek ESPs that offer strong assistance in areas such as best practices for list hygiene and how to approach certification programs and blocklist removals.
- Understand Error Codes: Supplement the ESP's error reporting with external resources to fully understand the meaning and implications of SMTP error codes.
What email marketers say
12 marketer opinions
Email marketers express several gripes regarding deliverability services offered by ESPs. These include difficulties with DKIM key management, limited access to raw SMTP responses and bounce logs, lack of transparency in deliverability reporting, inadequate tools for managing IP reputation, problems with spam filters, poor customer support, insufficient list cleaning tools, the cost and complexity of dedicated IPs, inadequate email testing process, challenges in understanding email placement (inbox vs. spam folder), and limited monitoring tools for tracking deliverability performance. Overall, there is a desire for more control, transparency, and support from ESPs in managing and improving email deliverability.
Key opinions
- Lack of Transparency: ESPs often lack transparency in deliverability reporting, making troubleshooting difficult for users.
- Limited Access to Data: Marketers struggle with limited access to raw SMTP responses and bounce logs, hindering their ability to diagnose deliverability issues effectively.
- Insufficient Tools: ESPs may not provide adequate tools for managing IP reputation, preventing spam, or cleaning email lists, forcing users to find their own solutions.
- Poor Support: Customer support from ESPs is often slow and unhelpful, leaving users frustrated when facing deliverability problems.
- Complex Authentication: Managing DKIM keys and understanding email placement present difficulties for many marketers.
- Limited monitoring and inaccurate testing: ESPs may offer inadequate monitoring tools for deliverability tracking or offer inaccurate email preview testing process
Key considerations
- Transparency: Prioritize ESPs that offer transparent and detailed deliverability reporting to facilitate effective troubleshooting.
- Data Accessibility: Seek ESPs that provide access to raw SMTP responses and bounce logs for in-depth analysis of deliverability issues.
- Tool Availability: Opt for ESPs that offer robust tools for managing IP reputation, preventing spam, and cleaning email lists.
- Customer Support: Choose ESPs known for responsive and helpful customer support to assist with deliverability challenges.
- Dedicated IP: Evaluate the costs and benefits of dedicated IPs and select ESPs that offer affordable and manageable options.
- Testing and Monitoring: Look for ESPs that use testing process that is up to par or offer the adequate deliverability monitoring tools for tracking performance over time.
Marketer view
Email marketer from Email on Acid blog explains that the email testing process is not up to par. Email previews are not that accurate as their tool.
17 Jun 2024 - Email on Acid Blog
Marketer view
Email marketer from GMass Blog explains that a major issue is the limited monitoring tools provided by ESPs for tracking deliverability performance over time.
14 Dec 2022 - GMass Blog
What the experts say
6 expert opinions
Experts identify several key concerns regarding email deliverability services. These include ESPs hiding or altering crucial data like bounce messages, providing inadequate training to well-intentioned staff, making it difficult to access raw bounce logs, supplying inaccurate or misleading deliverability metrics, offering insufficient guidance on list hygiene, and lacking support for the increasingly complex email authentication requirements. Overall, the experts emphasize a need for more transparency, better training, improved data access, more accurate metrics, and stronger support in managing email deliverability.
Key opinions
- Data Obscuration: ESPs often hide or alter important deliverability data, hindering effective troubleshooting and analysis.
- Insufficient Training: Inadequate training of ESP staff can lead to poor advice and ineffective support.
- Limited Data Access: Difficulty in accessing raw bounce logs prevents users from thoroughly investigating deliverability issues.
- Misleading Metrics: Inaccurate or misleading deliverability metrics provided by ESPs can negatively impact analysis and improvement efforts.
- List Hygiene Neglect: ESPs frequently offer insufficient guidance and support for maintaining clean and engaged email lists.
- Authentication Complexity: Growing complexity of email authentication requirements, coupled with a lack of ESP support, creates significant frustration for senders.
Key considerations
- Demand Transparency: Prioritize ESPs that offer complete transparency regarding data, including unaltered bounce messages and comprehensive reporting.
- Evaluate Training: Consider the expertise and training levels of ESP staff to ensure they can provide effective support.
- Access Data Directly: Choose ESPs that provide easy access to raw data, such as bounce logs, for thorough analysis.
- Verify Metrics: Critically evaluate the accuracy and reliability of deliverability metrics provided by ESPs.
- Prioritize Hygiene: Select ESPs that offer comprehensive guidance and support for effective list hygiene practices.
- Seek Authentication Support: Choose ESPs that provide thorough support in navigating the complexities of email authentication requirements.
Expert view
Expert from Email Geeks shares that their biggest gripe is difficulty in getting raw bounce logs and would prefer a CSV download button so power users can see what actually happened.
26 Dec 2024 - Email Geeks
Expert view
Expert from Word to the Wise shares that the insufficient guidance and support for list hygiene practices is a critical issue. ESPs need to better assist senders in maintaining clean and engaged email lists.
2 Dec 2023 - Word to the Wise
What the documentation says
5 technical articles
Documentation sources highlight several key issues with ESP deliverability services. Vague SMTP error codes and lack of detailed explanations from ESPs hinder problem diagnosis. Insufficient integration with feedback loops limits visibility. Inadequate guidance on email authentication (SPF, DKIM, DMARC) leads to deliverability failures. Lack of support for certification programs impedes reputation improvement. Finally, ESPs often fail to provide sufficient support for resolving blocklisting issues, leaving senders to navigate the process themselves. The overall theme is a lack of clarity, support, and integration needed for effective deliverability management.
Key findings
- Vague Error Codes: Standard SMTP error codes are often vague, and ESPs don't provide detailed explanations.
- Lack of Feedback Loops: Insufficient integration with feedback loops from major mailbox providers limits visibility into deliverability problems.
- Insufficient Authentication Guidance: ESPs provide inadequate guidance on implementing SPF, DKIM, and DMARC, leading to failures.
- No Certification Support: ESPs don't offer clear guidance or assistance with certification programs.
- Limited Blocklist Support: ESPs fail to provide sufficient support for resolving blocklisting issues.
Key considerations
- Decipher Error Codes: Seek additional resources or tools to understand SMTP error codes beyond what the ESP provides.
- Utilize Feedback Loops: Implement and monitor feedback loops directly, even if ESP integration is limited.
- Implement Authentication: Thoroughly implement SPF, DKIM, and DMARC, seeking external guidance if the ESP's support is insufficient.
- Pursue Certification: Independently research and pursue certification programs to improve reputation, as ESPs may not offer adequate support.
- Address Blocklistings: Understand the process for blocklist removal and be prepared to handle it independently, as ESP support may be limited.
Technical article
Documentation from Validity details that one of the biggest issues is that ESPs don't provide clear guidance or assistance with certification programs. This makes it difficult for senders to improve their reputation and deliverability with key mailbox providers.
25 Apr 2025 - Validity
Technical article
Documentation from Spamhaus highlights the difficulties in getting removed from blocklists. ESPs often don't offer sufficient support or guidance on resolving blocklisting issues, requiring senders to navigate the process themselves.
23 Jul 2023 - Spamhaus
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