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Considerations when switching ESPs

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05 Jan 2021

There are many ESP companies in the e-commerce business. ESP stands for Email service providers. The primary purpose of ESP is to deliver as good emails as they could. The emails that are sent regularly on a daily, weekly, or monthly basis are secured by the email service providers to safely come out from the sender and safely received by the intended recipient. Email best practices are essential in sending emails successfully because if the sender doesn't have the best email practices, he can't securely send his emails. There are many additional considerations while switching to the ESPs it does not matter if you are already following the email best practices.

Your reputation as a sender

Your reputation matters a lot how good you are as a sender. The reputation depends upon many factors. These are described as under:

Open rate

The open rate matters a lot in having a good reputation. Open rate means when the email is sent and received by the customers, how many people click on the email and open the image. The receiver clicks on the email he received, and after some loading, the image will appear in front of him. The more the images are opened,the more is the open rate. This seems that the recipients are interested in your emails, and thus your reputation increase.

Click rate

Another factor that can increase your reputation as a sender is the click rates on your emails. Click rates tell how many recipients engage with your email, and click on the sender's link in the email. This shows the interest of the recipients towards the sender. Because if the recipient is not interested, he will no longer remain on the email, and rather than clicking on the link in the email, he leaves the email. That's why click rate matters a lot in increasing the good reputation of a sender. The more the click rate, the more successful is the sender.

Bounce rate or Block rate

Bounce or Block rate is another significant factor for the development of the sender's reputation. It means that when the sender sends an email to the recipients, how many of them get successfully delivered, and how many of them can't reach the receiver. In other words, the messages which don't deliver compared to what you try to deliver are known as Bounce or Block rate. There could be further many factors that affect the bounce rate. If the bounce rate is more, it means the sender's reputation is not good, but if it's low, it shows the sender's authenticity. That's why the sender has to pay his full attention to how he can reduce his bounce rate to increase his reputation.

Complaint rate matters

Complaint rate means that out of all the messages sent by the sender to the recipients,how many are marked as "spam" and "junk" by the receiver. This shows the dislike of the recipient when they mark your message as spam. It highly affects your reputation. To decrease the complaint rate, it's imperative to follow the best email practices. Because this is the only way through which you can have a good reputation as a sender.

Unsubscribe rate matters

Unsubscribe rate is another significant factor that affects the reputation of the sender. It means how many senders are not happy with your reputation and unsubscribe you compared to how many of them receive your email. This shows the recipients' trust that how much they believe in you and how many of them consider you spam. That is the reason the unsubscribe rate matters a lot in maintaining the reputation of the sender. The unsubscribe rate could be controlled if the sender follows the best email practices. Otherwise, it can create severe difficulty and can badly damage the reputation of the sender.

These all matrices matters a lot for the sender. We want to remind them that this will badly affect their delivery success if they don't focus on them.

Don't alter too much during email strategy

When adjusting any email strategy, don't try to make a lot of changes to it. For example, if you are not satisfied with one IP address and want to change it, you don't need to change the sending domains simultaneously. If you think to change your ESPs, then it's not a bad idea. But you also have to keep everything else the same, because if you also make changes other than ESPs to compare your previous and new success, it could badly affect your reputation. So, be sensible while changing your email strategy to discover which one delivers the best result

The change in the list size and collection practices also have a huge impact. You can understand this with your practical life example; let's suppose you work in a company, and then you change your company. Your previous work is not always considered perfect for the new company because it was not related to them. To satisfy your new company and new bosses, you need to prove yourself from the start over. In the same way, Gmail, Yahoo could be used as your delivering matrices with your mail. They often upgrade their reputation criteria,causing a temporary decrease in some of the metrics. This could level back out in a few days or weeks if you remain up to date and attached with the best email practices.

Changing ESPs can't solve everything

If you keep any element like the link sending domain in the previous email program, the matrices described above will still impact your new ESPs. The reputation history will not clean up and whipped away when switching ESPs if we keep many of the items constant for comparison purposes.

Final words

An email program could only be successful if they send wanted emails and provide value to their recipients. Let CBT mass email sender help you send convincing emails to your customers.

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