Apr 06, 2022
In Welcome to the Forum
Another can be a complex and multi-layered process, which also includes evaluating the technical side of your email marketing: that is, your deliverability setup . It's critical that you do, as switching to a different esp can affect your inbox delivery rate, often reducing it if your email sending configurations aren't updated. So to help you on that front, our deliverability team has come up with 7 deliverability tips to keep in mind when moving from one esp to another. #1: your ip reputation does not transfer inbox providers (isps) rate your sender reputation based on a number of variables in their algorithms. For the most part, your sender reputation is made up of two components: your ip address reputation and your domain reputation . When it comes to the first aspect, reputation based on ip address, things are a bit tricky. The reason is that when you switch to another esp, your ip address also changes. This means that the company mailing list reputation you have built on the ip addresses (which can be shared ip pools or a dedicated ip address) that your previous esp assigned to you will not be transferred. The new esp will use new shared or dedicated ip addresses for your sends. So what can you do? If you're using shared ip addresses, make sure they have a good reputation with a tool like senderscore.Org. If you will be assigned dedicated ips, talk to your new esp about a good scaling strategy for warming up the new ips. To do this, you will probably need to gradually move the mail volume from the old esp to the new one . Deliverability expert laura atkins @ word to the wise has posted some best practices on this topic. You can see which email authentication protocols are enabled (usually the format is and which domains are configured. Here are some notes on the three main authentication methods:spf : for the domain used for the envelope sender , which is the one to which bounces are sent and can be located in the message header under "Return path". It is essential that you configure your spf records. Typically, the return path address is provided by mailup, as the system automatically handles your bounces for you, and therefore the spf record is already set up and you don't have to do anything.