Selecting a new Email Service Provider (ESP) requires asking tough questions and conducting thorough due diligence. Skipping this critical step now can lead to significant problems down the line. It’s essential to look beyond the sales pitch to uncover the real numbers and answers needed to make an informed decision.
Remember, there’s no such thing as a perfect ESP. Each platform, much like any service, comes with its own set of strengths and weaknesses. With over a hundred options available, the goal isn’t perfection, but finding the best fit for your specific needs.
1. What Truly Differentiates Each ESP?
Most ESPs share about 80% of their core features, performing similar functions, albeit with varying underlying technologies. While ensuring these fundamental capabilities are robust is important, the true differentiation lies in the remaining 20%. This is where you identify a platform that can genuinely support your growth.
Before getting sidetracked by advanced features, clearly define your essential, medium-priority, and ‘nice-to-have’ requirements. Stick to this list diligently. Many organizations acquire features they never end up using. Avoid the “shiny object syndrome” – those “cool” features that won’t be realistically utilized within the next 18 months. Instead, focus on what you truly need.
Once you’ve outlined your needs, evaluate the differentiators promoted by potential ESPs. While the main functionality (the 80%) is often similar, the *interface* and *how* tasks are accomplished can vary greatly. The ease of use is as critical as the feature itself; if it’s difficult to navigate, it might not be used effectively. Revisit features from your previous ESP: which did you use, which did you wish for, and which proved unnecessary? This insight can guide your next choice, focusing on the 20% that genuinely adds value.
2. Does the ESP Optimize Deliverability?
While an ESP delivers your emails, the ultimate responsibility for deliverability lies with you, the sender. However, your chosen ESP should actively bolster your efforts by implementing all possible measures to ensure the highest potential deliverability rates for its platform.
Don’t just accept a vague deliverability percentage. A figure like “96.2% average deliverability” for their clients is meaningless; it could mask significantly lower rates for some. You need to understand what deliverability rate *you* can expect for *your* emails, based on your sending practices. Your adherence to email best practices is what truly determines your organization’s deliverability rate.
(image source 250OK)
Your ESP should be a partner, enhancing your sending reputation. To assess their deliverability capabilities, ask the following:
- Which **delivery monitoring tools** are built into the platform?
- Does the platform allow you to measure Inbox Placement Rate (IPR)?
- How does the ESP monitor deliverability across its network?
- What specific actions will the ESP take if your account experiences deliverability problems?
- Is there an in-house team of deliverability experts? What is their training, experience, and skill set?
- Is there support for both dedicated and shared IP addresses?
- What kind of sender reputation support is offered to clients?
- Is there real-time monitoring and alerting for blacklisting, domain blocking, and abuse reporting?
- Which types of authentication does the platform offer: SPF, DomainKeys, DKIM, and/or DMARC?
3. What’s the Real Picture of Downtime?
When your ESP’s platform is down, both manual and automated email sends are halted. This makes uptime a critical factor. No ESP can guarantee 100% uptime; if one claims to, it’s a red flag. When an ESP quotes an uptime figure, always dig deeper.
Verify their claims and do the math. A seemingly high percentage can still translate to significant downtime. For example, 99% uptime over 365 days means the platform is unavailable for 3.65 days annually – a substantial period of potential lost communication and revenue.
Speak to current customers about their experiences with downtime: how often does it occur, how is it handled, and is the ESP proactive in its communication and resolution? Also, directly ask the ESP:
- How often do they release updates that require a temporary service suspension?
- How much unplanned downtime have they experienced in the last 24 months?
- What caused these outages, and what corrective actions were taken?
4. Understanding the Service Level Agreement (SLA)
While often overlooked, the Service Level Agreement (SLA) is a crucial document that outlines the terms and conditions if things go wrong. Someone in your organization should thoroughly review it to understand the recourse provided should the SLA not be met. This upfront knowledge can prevent unpleasant surprises later.
It’s important to note that most SLAs will not include provisions for compensation should your business incur financial losses due to an outage or other platform glitches. Given this reality, scrutinizing an ESP’s performance record and asking extensive questions about their reliability becomes even more critical.
5. Is Your Data Secure?
Your customers and subscribers entrust their personal information to *you*, not directly to the ESP. While you must utilize the ESP’s platform to manage this data, your ESP is equally responsible for safeguarding it with the same diligence you would.
(Source: Gemalto Breach Level Index)
Security measures should encompass the platform itself, network access, and physical access to their facilities. Before evaluating an ESP’s security capabilities, clearly define your organization’s and industry’s specific security requirements and mandated levels.
Inquire about their **audit trails and security tools**. Do they offer monitoring and alerts for suspicious activity? Address the issue of data breaches: Has the ESP experienced any data breaches? If so, when did they occur, and what specific steps were taken to prevent recurrence?
Furthermore, delve into granular security features:
- Does the vendor offer encrypted fields for email data?
- Does the vendor offer tokenized sending for sensitive information?
Asking these seemingly “confrontational” questions is an investment in your long-term success. Switching ESPs is a significant undertaking, so choosing the right partner from the start is paramount. These rigorous inquiries help ensure your choice aligns with your needs and risk tolerance. It’s also worth noting that ESPs often vet their clients, as your sending practices can impact their overall reputation. This mutual diligence ensures a healthy, secure relationship. For additional insights, Andrew Bonar has compiled valuable resources for ESPs on client onboarding, published on the OnlyInfluencers blog.
By being willing to dig deep and ask extensive questions, even about seemingly minor details, you can uncover crucial information that will save you from major issues in the future.