An arsenal of tools

[gafimiv406]

You want a provider that has invested in some behind-the-scenes tools that give your emails the best chance at landing in the inbox. We’re talking about things like accreditation and authentication australia phone number list tools that verify a sender’s identity. These kinds of tools tell the Internet filters that you’re a real person sending a legitimate email, not some scammer with ulterior motives.

Other tools, like spam scores that identify the likelihood of an email hitting the spam box, and suppression lists, which maintain customers that opt out of your emails, are also helpful tools. Third-party partnerships with deliverability experts like Return Path are also a good sign.

These aren’t the glitzy features that an ESP advertises, but they’re important, so be sure to ask if these tools are in place.

Reputable provider
You want an email service provider that’s in it for the long haul. Fly-by-night providers don’t have relationships established with Internet giants like Yahoo!, Google and Microsoft. You want a provider that has a history with these Internet service providers so your emails aren’t mistaken for spam.

Opt-in process
You have high standards and so should your ESP. To reach your customers through email, you want a provider that has opt-in requirements. If customers sign up to receive your emails, you’ll have a much higher delivery rate. If you send emails to people who aren’t expecting them, they can be blocked or reported as spam. It might seem advantageous to beef up your list with a bunch of contacts that haven’t given you permission to send them email, but in the long run it hurts your credibility and engagement while increasing unsubscribe rates.

While features, fees and delivery are “the big three” when it comes to selecting an email service provider, you should also look into the educational resources that the provider offers. Look for a blog with how-to articles and other helpful guides to ensure your email campaigns are the best they can be. Overall, an email service provider should offer affordable, top-notch service that helps you reach your customers with effective and creative emails.

This guide written by Lisa Furgison for VerticalResponse. Furgison is a media maven with ten years of journalism experience and a passion for creating top-notch content. This guide edited and produced in full by VerticalResponse.