Email Service Providers (ESP) Obligations
When you contract an email service provider, it is so that they can provide their services that should enable you to deploy, manage and run successful campaigns. Thus, what Email Service provider should deliver is related to the services that they are required to offer. These email service provider (ESP) deliverables include; email support, compliance, bounce management and, the reporting and tracking of your email campaigns. If they adhere to their email service provider (ESP) obligations then you should have a successful campaign.
Email support entails the configuring of your email and any complications that may arise. It is part of the email service provider (ESP) obligations to ensure that your email services are up and running at all times. Any complications that may arise should be addressed as soon as possible. They should maintain good infrastructure to ensure you are never disconnected from the internet at any time. Any disconnection or unavailability may affect your email marketing campaign negatively.
Compliance is Important
What email service provider should deliver has to come with compliance. The person managing your account should have knowledge about the standards, regulations and best practices that are related to email. These are put in place to protect and guard against spam. Any non-compliance leads to blacklisting. Your email service provider should ensure your email is not blacklisted at any time during the contract. This would mean breach of compliance standards that they are supposed to be in charge of. Blacklisting would disrupt the campaign you are running.
Another of the email service provider (ESP) obligations is with regard to bounce management. This entails the reception of email. Bounced emails are those that fail to reach the intended audience. It can either be a soft or hard bounce. Hard bounces should be automatically removed from the mailing lists, the same with continuous soft bounces. Continued sent messages to bouncers affect the company negatively as their mail starts to be treated as spam. The company email may also end up being blacklisted. The email service provider, being the manager of the emailing list, should always check against such looming danger.
ESP Role in Tracking your Campaign
When it comes to the reporting and tracking of your email campaigns, what email service provider should deliver is even more crucial. This is the most delicate part of your marketing campaign. You need to know how your email marketing campaign is going. Tracking information to do with clicks, bounces and opens are the benchmark of measuring success in email marketing. Any negative feedback such as bounces should be handled by the email service provider. They should ensure that the deployment of email messages are well managed by tracking and the information is relayed to the company.
The reports on the tracking of email marketing messages should help the company decide on a way forward. If the reports are negative, the company should stop the campaign or change tactics. If they are good, the company could continue using the ideas to have a successful campaign. Basically, the company will depend on the email service provider to achieve success in their email marketing campaign.
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