Email Deliverability

What is email deliverability?

Let's break some myths.

Every Email Service Provider (ESP) claims to have the best deliverability. These statements are misleading. Let's talk about this a bit.

Email is a decentralised system. Every ESP is like a separate country. Just like every country gets to decide who they let in, every ESP gets to decide which email to receive and what to do with it (like send to inbox or send to junk). It means that the Sending ESP has zero control over the Receiving ESP. So any statements guaranteeing email deliverability are bunk.

A well governed ESP, just like a well governed country, adheres to some rules and thereby builds a reputation. It is this reputation that allows the frictionless exchange of emails (i.e. deliverability).

So how do things work?

Email deliverability and inbox placement are a function of two things.

• Adhering to industry standards (DMARC, DKIM, SPF, etc): All reputed ESP's, including SENDUNE, give you the tools to adhere to industry standards. In fact SENDUNE insisted on these standards from the very start (early 2018), much before they became mandatory. Adhering to these standards is like getting a 'visa-on-arrival' to another ESP. So deliverability comes down to the content of your email.

• The content of your email: Email is a ‘Receivers’ prerogative, not the ‘Senders’. Even if you adhere to all the standards, sometimes your emails end up in spam folders. Gmail for example has a habit of sending emails from newer domains right into spam folders. Once you start marking them as 'not spam' they start getting delivered to your inbox. Yahoo, Outlook, Zoho, everyone has their quirks. This is why we recommend all new accounts to warm up their email accounts. It always comes down to the content of your email. The content must be both relevant, well formatted and well designed.

Remember, if you are sending unsolicited emails, the pedigree of your ESP cannot help you in any way. In fact every ESP including SENDUNE will kick spammers out without a moments hesitation.

Adhering to industry standards is a one time effort. Making content relevant to your subscribers is an ongoing effort. Focus on this and your emails will always hit the inbox.

Conclusion

SENDUNE gives you the same deliverability as any other ESP - at 10x lesser cost.

SENDUNE makes AWS SES super easy.
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SENDUNE makes AWS SES easy.

SENDUNE (formerly Send With SES) is an and open source email platform that makes it super easy to use AWS SES. Just connect your AWS Account to SENDUNE and easily handle all your transactional and marketing Emails, SMS, OTPs.

SENDUNE comes with the most most liberal free tier in the industry. The paid plan costs a lot lesser than any other email service provider. SENDUNE + AWS SES together will cost you 10X lesser than anything else while offering the same reliability and deliverability.