Why do clients terminate email deliverability services after receiving improvement recommendations?
Michael Ko
Co-founder & CEO, Suped
Published 27 May 2025
Updated 18 Aug 2025
7 min read
It can be frustrating for email deliverability professionals when clients decide to terminate services, especially after receiving clear recommendations for improvement. This scenario, while disheartening, is not uncommon in the email marketing world. It often stems from a complex interplay of client expectations, misunderstandings about how deliverability works, and sometimes, a reluctance to implement necessary but challenging changes.
Many clients come to us seeking a quick fix or a magic button solution for their email problems. When confronted with the reality that improving email deliverability requires sustained effort, significant changes to their sending practices, and sometimes, a complete overhaul of their audience engagement strategy, they may opt out. The truth about email deliverability can indeed be a bitter pill to swallow.
This situation highlights a fundamental disconnect: clients often want the benefits of good deliverability without committing to the foundational work it demands. They might underestimate the complexity of factors that affect their inbox placement, such as sender reputation, authentication, and user engagement metrics. Understanding these nuances is key to long-term success.
Misconceptions and expectations
A common reason for service termination is the perception that deliverability issues can be solved overnight. Clients may believe that simply hiring an expert will instantly fix years of poor sending habits or bad list acquisition practices. The reality is that rebuilding sender reputation takes time and consistent adherence to best practices, as noted in various discussions about what email deliverability is and why it matters.
Some clients also come in with preconceived notions or misinformation about email best practices. When our recommendations contradict what they believe to be true, or what a less scrupulous provider might have told them, they might resist. This resistance often stems from a lack of deep understanding of how internet service providers (ISPs) and mail exchange (MX) providers evaluate incoming mail.
For instance, clients with strong technical backgrounds might assume their existing knowledge is sufficient. They might dismiss advice on critical authentication protocols like DMARC, SPF, and DKIM, believing their brand recognition alone should grant them inbox access. However, even the largest brands must adhere to these technical standards. This can lead to significant deliverability problems down the line, as even Amazon SES highlights the importance of deliverability.
Client expectations
Immediate results: Expectations that deliverability can be fixed with a 'magic button' solution.
Simple fixes: Belief that minor tweaks will resolve deep-seated issues.
External blame: Attributing all problems to ISP filtering or external factors, not their own practices.
Resistance to necessary change
Often, improving deliverability means unwinding years of poor practices. This could involve aggressive list cleaning, re-engagement campaigns for inactive subscribers, or adjusting sending volume and frequency. These recommendations can be met with resistance, especially if they impact short-term marketing goals or require significant internal resource allocation.
For example, clients might be unwilling to remove unengaged subscribers from their lists, fearing a reduction in their total audience size, even if those subscribers are contributing to spam complaints and a poor sender reputation (also known as a poor sender score). This reluctance directly hinders progress, as maintaining a clean and engaged list is foundational to good deliverability. We have more information about how to persuade management to remove unengaged email list subscribers.
Clients might also find the recommendations overly technical or burdensome. Implementing and monitoring DMARC, SPF, and DKIM records, managing IP warming, and regularly checking blocklist (or blacklist) status can seem daunting without dedicated resources or a clear understanding of the benefits. This is where the perceived difficulty of implementing advice outweighs the long-term gains for some clients, leading them to terminate services and look for easier, albeit less effective, alternatives.
The search for a 'magic button'
Sometimes, clients are engaging in practices they know are suboptimal, such as sending to purchased lists or relying heavily on cold outreach without proper opt-in processes. When a deliverability expert identifies these issues and recommends a shift towards more compliant and reputation-friendly strategies, these clients may choose to terminate the service rather than change their core business model.
They might seek out another provider who promises a 'solution' that doesn't require them to alter their problematic sending habits. This is particularly common among what we might call 'bad actors' in the email ecosystem, who prioritize short-term gains over sustainable deliverability. We often see them bouncing between providers, seeking someone who will validate their ineffective or harmful practices, even if it damages their sender reputation in the long run. Learn more about what constitutes bad email deliverability advice.
Furthermore, there's a segment of clients who genuinely underestimate the expertise required for advanced email deliverability. They might view it as a simple checkbox exercise rather than a complex field requiring deep knowledge of ISP algorithms, authentication protocols, and human behavior. When confronted with the depth of the challenge and the need for ongoing strategic input, they may decide it's not worth the investment.
Client view
Clients expect a fast, uncomplicated solution to their email deliverability problems, often seeking a 'magic button' that bypasses the need for significant internal changes or long-term strategy shifts. They may be resistant to reducing list size or changing content.
They might believe their existing technical knowledge or brand reputation makes them immune to deliverability rules, underestimating the intricate workings of modern email filtering systems.
Deliverability reality
Effective email deliverability improvement requires a strategic, long-term approach, often involving significant changes to sending practices, list management, content, and authentication protocols. It's a continuous process, not a one-time fix.
Email service providers (ISPs) like Gmail and Yahoo utilize sophisticated filtering algorithms that evaluate hundreds of factors, making universal compliance essential regardless of brand size or perceived reputation.
Building sustainable deliverability
While it's disappointing when clients terminate services after receiving crucial improvement recommendations, it underscores a critical aspect of deliverability consulting: setting realistic expectations from the outset. Clearly communicating that there are no instant fixes and that real improvement requires commitment is vital.
For those committed to long-term success, adhering to best practices around list hygiene, email authentication (like SPF, DKIM, DMARC), and content quality is non-negotiable. Building a strong sender reputation is a marathon, not a sprint, and it requires consistent effort and a willingness to adapt.
Ultimately, clients who choose to terminate services after receiving sound advice may find themselves repeatedly facing the same deliverability challenges. The underlying issues often persist or worsen without a proactive and informed strategy, leading to continued missed opportunities and frustrated subscribers. It is important to know how to identify the cause of declining deliverability.
Views from the trenches
Best practices
Clearly communicate deliverability challenges and the required actions upfront.
Emphasize that improving email deliverability is a long-term investment, not a quick fix.
Educate clients on the importance of list hygiene and proper consent.
Common pitfalls
Clients seeking instant results or a 'magic button' solution to complex issues.
Resistance to implementing uncomfortable but necessary changes, like list cleaning.
Underestimating the complexity of deliverability and the expertise required.
Expert tips
Frame recommendations as a 'path to success' rather than a list of 'no's.
Be empathetic; changing long-standing practices can be difficult for clients.
Identify and avoid clients who are knowingly engaging in bad practices.
Marketer view
Marketer from Email Geeks says that with the right customer, it is not normal for them to terminate services; however, the wrong type of customer might not like to hear the truth and will go looking for a quick fix.
2025-04-09 - Email Geeks
Marketer view
Marketer from Email Geeks says that some engagements are short-term because clients assume there is a magic button to get mail delivered, even when it is made clear there is none.
2025-04-09 - Email Geeks
Navigating client relationships in deliverability
Experiencing client termination after providing valuable improvement recommendations is a common challenge for deliverability professionals. It often highlights a fundamental mismatch between client expectations for instant, effortless solutions and the reality of complex, long-term deliverability remediation.
For us, it reinforces the importance of thorough client education and setting clear, realistic expectations from the very first interaction. Emphasizing that deliverability is a journey requiring continuous effort, adherence to technical standards, and consistent best practices is crucial.
While it can be disheartening, focusing on clients who are truly committed to sustainable deliverability and understanding the long-term benefits will lead to more fruitful partnerships and lasting success in reaching the inbox.
Gmail and 
Yahoo utilize sophisticated filtering algorithms that evaluate hundreds of factors, making universal compliance essential regardless of brand size or perceived reputation.
