The article critiques common methods of measuring deliverability across Email Service Providers (ESPs), dismissing them as ineffective. It argues that real comparisons require consistent content delivery to actual audiences over time, rather than brief tests with probe accounts. The author notes that reputation management significantly depends on whether content is sent from a dedicated IP and with custom domains, which controls how isolated email practices are from others using the same ESP. Ultimately, true deliverability depends more on sender practices than on the ESP used.
Despite many claims, accurately measuring email deliverability across different ESPs is largely impossible without long-term, consistent testing with real content and audiences.
Using a dedicated IP and your own domain greatly enhances email deliverability, as it isolates your sending reputation from the ESP's other customers.
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