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Email deliverability: don’t always blame the ESP, here’s what you can do!

Email campaign management programs and ESPs are not all created equal, and not all actually do what they say they can regarding results, deliverability etc.

However, email service providers are far from solely responsible for deliverability, although many marketers still seem to think so.

Actually, email marketers themselves play an important role in protecting their inbox delivery rates. In order to boost your deliverability, email clickthroughs and conversions, here are some tips and insights.

Common email delivery myths

Here are a few common phrases email service providers make which they really can’t backup.

1- We get + 90% deliverability
2- Whitelisting will answer your deliverability problems
3- Our deliverability department can handle all your issues
4- You won’t be on blacklists.

These are common myths ESPs give to leads they want to be clients. It’s common practice in marketing to offer more than you can deliver, but it usually hurts the seller more than the buyer. In this instance, the buyer is tricked.

Let’s bust those myths, first with ESP deliverability.