Definition
The ESPs IPs, domains and processes influence where mail lands. Choosing a strong ESP is a deliverability decision.
Best Practices
- Evaluate ESP reputation and IP quality before choosing.
- Understand their warm-up and throttling practices.
- Monitor placement within the ESP dashboard.
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Related Glossary Terms
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
Account-Based Marketing Email
An account-based marketing email is a highly targeted message sent to a specific organisation or decision-maker group as part of a focused B2B strategy.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
AOL Mail for Email Marketers
AOL Mail is a legacy email provider with specific deliverability requirements and rendering quirks, now operating as part of the Yahoo+AOL network under shared infrastructure.
Email Authentication Protocols
Email authentication protocols are technical standards that verify the identity of an email sender, helping mailbox providers distinguish legitimate mail from spam and phishing.
Frequently Asked Questions
Its IPs, domains and sending practices shape reputation.
Good IP reputation, monitoring and support.
No, content and list quality still matter.