Can you tell the difference between a top-notch service and a fly-by-
night outfit? If not, keep reading.
A respectable email marketing service:
• Has their own set of good practices
Good email marketing firms not only follow Can Spam guidelines, but their own in-house rules and good practices. These may cover everything from how you build your email list to privacy policies, and are often based on years of experience as an email marketing service.
• Only takes on customers who have permission
Careless or instantaneous list approval can be catastrophic for delivery rates. Why? Because dozens of email marketers share the same server. When a customer buys a non opt-in list and sends to customers who get annoyed and hit the spam button, that same server’s IP address – as well as the IP addresses surrounding it – will end up on a black list (a list of known spammers). So, even if you follow your own due diligence and send to double opt-in customers, you may pay the price by sharing server space with a spammer.
• Provides significant tips and resources
Does your email marketer host a library of white pages on a number of email marketing topics? If you’re not sure what the difference is between double and single opt-in, can you find that info on your ESP’s Website? A good ESP wants you to be the best email marketer you can be. They should be willing to show you how to get there.
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