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15 Trade Secrets
Of Email Service Providers
Secrets Your ESP Won't Tell You
...But You Need To Knowby Andrew Lutts, CEO Net Atlantic, Inc.
www.netatlantic.comEmail Servers
Require ActiveManagement
What you need to know before choosing an ESP
Definitions that serves up web pages, a mail server is a dynamic entity that needs to be actively »» An ESP is an Email Service Provider, a managed. Although many people try to set company that helps its customers send out up their own mail servers in an attempt to email newsletters and automatically manage save money, they soon find out how much mailing lists. more oversight it requires when compared to »» An ISP is an Internet Service Provider, a other types of servers on the Internet.company that provides Internet access and When you hire an ESP to send your email, email accounts to customers. you are paying for the active management Secret #1: of everything in relation to your email, in Email servers require active management addition to reporting, storage, backup and uptime. Mail servers are unique, compared A well designed, high volume outbound to other kinds of servers on the Internet.email mail server has a significant impact on the Internet, and specifically ISPs that receive your email. In contrast to a static web server
www.netatlantic.com 1High
Performance
Takes Time And Dedication
Not every ESP is equal when it comes to
performance. Deliverability is often based on
relationships built over time.
Secret #2: Why you need to know:High performance takes time and dedication Unless your ESP has invested a significant amount Whitelists, feedback loops, sender authentication, of time and effort establishing relationships with and good reputations are some of the most ISPs, your delivery will likely be poor. Ask your ESP valuable things an ESP can offer you. All ESPs what whitelists and feedback loops they have in can send your email out. Not all ESPs can place. If you decide to go it alone and set up your do so capably and professionally, with high own email server, you will need to spend the time deliverability. on these issues with all ISPs.
www.netatlantic.com 2Compliance
Suffers First In A Crisis
Secret #3: Why you need to know:Abuse desks suffer first in a crisis The relationship between sender (ESP) and Most major ISP operations are very well run receiver (ISP) is a critical one. Unless you have with capable abuse staff, monitoring, oversight, done your work in advance and set up whitelists escalation, and more. Many of their abuse and feedback loops, it can be difficult to work staff are knowledgeable email veterans that with and get support from a struggling ISP.may have worked at non-profit anti-spam organizations like MAPS, CAUCE, Habeas, SpamCop, and others. However, if an ISP is Split Testing helps you failing or suffering financial difficulty, abuse desks and support desks are often the first to know which message suffer cutbacks. and value propositions
generate the best
response.
www.netatlantic.com 3SecuIs Arlwiayts yA Priority
Secret #4: Secret #5:Zombies hurt everybody Anti-SPAM practices help, not hinder
One of the biggest challenges for all ISPs, Outblaze.net is probably the best spam-fighting especially cable and DSL providers, is customer company on the internet, and provides a critical "zombie" machines that have been remotely role as a model for anti-spammers worldwide. hacked to spew out spam, ping requests, DNS Thanks to efforts like Outblaze.net, AOL, attacks, and other unsavory activity. As a result, Spamhaus, and others, legitimate mailers can many DSL and cable provider's residential reach their subscribers. networks (Verizon, Comcast, Cox, RCN) are Why you need to know:automatically blacklisted with Spamhaus and various RBLs (Realtime Blackhole Lists). This The anti-spammers work selflessly for the greater means that you will have a hard time sending good of the internet. Email marketing is an mail out through these networks. industry that becomes more mainstream and legitimate with each passing year, and owes a Why you need to know: great deal to the anti-SPAM community.ISPs have plenty to worry about and work on. ESPs that manage their business well can make life easier for ISPs, and for you.
Security is a top priority for ISPs. Reduced security
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