Email deliverability . One
of the key aspects when carrying out mass email marketing actions has to do with the level of deliverability of the emails in the users' inbox.The filters that an email goes through are increasingly tougher, since the objective of email providers such as Yahoo, Gmail or Outlook.com and of the providers of client email solutions (Outlook, Thunderbird, Lotus) is to allow the entry of requested and relevant gmx email list content for the user . In other words, many emails are filtered as spam. From a technical point of view, ESPs are prepared to optimize the delivery of large volumes of emails in the inbox by means of adequate management of the hygiene of the databases and the reputation of the sender in general.
The ability to trace the results of the actions.
Through a tracking system, these tools allow you to trace the actions that a user has carried out once an email has been delivered: when and how many times they have opened it, which links they have clicked on, whether they have marked it as spam, whether they have unsubscribed, etc. This will allow, in the analytical part, to control the performance of the different campaigns that are executed.
Database management.
Database management involves, on the one hand, the ability to manage user status in real time: registrations, cancellations, responses, etc. On the other hand, it involves the ability to segment the database quickly and in a user-friendly way, both from the point of view of sociodemographic information (sex, age, postal code, product) and behavioural information (openers, non-openers, those who have clicked on a certain content, etc.). ESPs incorporate functionalities that allow for the proper management of subscriber status as well as the segmentation of lists. ESPs can be classified according to whether they are aimed at small and medium-sized businesses (Small and Middle Market) or large businesses (Enterprise).
Email Services Providers
Small and Mid Market: These are solutions suitable for sending small or medium volumes of emails (tens of thousands). They tend to be agile and economical solutions. The main drawbacks of this type of platform are the inability to properly manage very large shipments (millions), integration and automation limitations (they usually lack APIs), and the absence of teams dedicated exclusively to managing deliverability.
Enterprise: Enterprise-level ESPs allow for the sending of large volumes of email and are highly scalable. They also have flexible integration APIs and can connect to other platforms via FTP and web services. One of the major differences between ESPs at this level and the previous ones is the dedication of human resources to managing optimal deliverability, both from the point of view of the relationship with ISPs (Internet Service Providers) and the constant monitoring of the sender's reputation. Another differentiating element of Enterprise-level ESPs is the investment in support teams in the different countries (or regions) where they operate.