Switching Email Vendors & Messing with Deliverability

Deliverability is what it’s all about. No sense sending emails if the email vendor you’re using has a crap deliverability rate. So it makes sense to be on the watch for better email vendors. After all, how could improved deliverability ever be anything but good?

Well, let’s consider the realities of switching vendors and suddenly reaching email recipients who in the past were blocked. From a sender point of view, it’s all good. You’re reaching more people which means the possible number of opens, clicks and conversions just increased too.

The problem is that some of these new successful deliveries are going to people who have never seen you in their inbox because previous emails were always blocked or filtered. Therefore your well intended email may actually be perceived as [gasp] Spam!

My point is that along with an increased rate of deliverability, you may also see an increase in the number of spam or abuse complaints. That increase in the number of spam complaints needs to managed accordingly - ie. you may want to reach out and explain the situation in the first email you send using the new vendor. (We’ve seen this happen when clients switch over to Sitebrand’s email platform, so I thought it seemed worthwhile sharing here in the blog.)

Perhaps, as part of your vendor switch strategy, you may want to reference the new technology - specifically how you’ve invested in a better email technology to help ensure subscribers receive the emails they’ve signed up to receive. In that same reality, this might also mention that some recipients might be receiving an email from you for the first time ever! If that is the case, we hope you’re still interested in what we offer….bla, bla, bla. ) Of course the whole add us to your address book blurbage is good here too.

…Anyhow, I promise to ponder this strategy more and I welcome comments! In the meantime, I have to switch gears and turn into an adoring wife and loving mother…it’s like a fairy tale you know!

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Posted in Email marketing