Before coming into the topic everyone should know one thing. “What is ESP?” ESP is the acronym for Email Service Provider. ESP is an email delivery engine.
It helps to send emails for their marketing purposes to particular users/customers. ESP comprises specific hardware and associated software designed to manage and transmit email marketing communication to intended recipients.
Per an article on the Dynamic Yield website, the exact scope of ESP offerings is broad. In the field of the email, there are two main key points to consider. Deliverability and Engagement are those two.
Delivery denotes the data or content transmission to the right contacts. Engagement includes maintenance and management of the email list for the opt-in subscribers.
Basically, the ESP acts as a platform to create email templates, perform segmentation of the customers and tracking the email-campaigns. The purpose of EPS may differ from one marketer to another. Analyzing the impact of bulk emailing is the main target of an email marketer and the EPS paves the way towards it.
Let’s get into the first point.
Bounce Processing
Bounce processing gives you an idea about the reason for returned outbound emails. A bounced mail is any communication that is returned to the sender undelivered.
The reason for bouncing is primary rejection by the receiving entity. But why do emails get rejected?
It could be due to a wrongly typed email address. This makes the contact unavailable permanently and causes what is known as a hard bounce.
It’s separated by “Soft bounce” and “Hard bounce”. A soft bounce, per an article on the Active Campaign website, is a temporary situation. The bounce of an email may happen due to recipient’s server failure or full inbox and meaningless email ids.
IP and Domain Reputation
The IP reputation is used to represent the quality of mail sending surrounding. A proper ESP has to be established with a good IP reputation. The qualified environment ensures the delivery performance of an email. It gives safeness from malicious spams and viruses.
Tracking Engagements
It’s always an important thing to know about the engaged rate of the email campaigns. Engagement rates are considered as the currency in email campaigns. There are several ways to calculate these rates. Mostly opening an email by a client is considered in rating. An influenced audience may help you to reach success.
Digital Fingerprinting
Here you see the best from the above. Digital fingerprinting is used mainly to assess any risks that could occur as a result of readers visiting a website.
This technique assesses the unique attributes of each web browser that connects to the web domain to track what they do online. It protects your content from phishing or other threatening activities.
The email campaign will be conducted with 100% accuracy and safety. There is an own identity for the particular content. Content Fingerprinting consists of special URLs, fingerprints and sender information.
Per an article on the SEON Data Security website, fingerprinting is used to detect malicious activities and harmful software that could trigger data risks and question the users’ intention on your website.
Here you may have a question. “How does this help in deliverability?”. Here I answer you. A highly engaged audience will easily find your new IP address with the secured Fingerprints. So, your emails will be sent to important emails instead of the spam folder.
In the modern world, Email marketing is a trending way to reach your crowd. The email campaign differs from Social media marketing. May the features seem similar but the effectiveness of the email market goes higher always. Though, there some cons too.
The poorly created emails do not deliver properly and they may send into the spam mail folder. The special emails may contain graphical content with text content. So, the size of the email decides the patient of the audience. (The compressed content will be a solution for this.)
In conclusion, I would like to share that despite these silly cons, still, email campaign method remains the best. A well-constructed campaign reaches the last user of your audience list. Just target the goals and make the revenue for your successful business through the proper Email Service Provider.
