If you're an email marketer, you're all too familiar with the constant battle being waged in each of your contacts' inboxes. From inboxing probability and open rates to click-through and conversion percentages, you've probably monitored every metric in the book to get the absolute most out of each of your email sends. But all of these attempts to optimize and increase conversions go straight out the window the second your email provider shuts you down. So what are you supposed to do in this scenario?
If your email service provider shuts off your account, it’s certainly possible that you are not adhering to their sending policy. If your emails are not compliant to email regulation standards (such as CAN-SPAM) or you are sending to contacts that have not opted into your campaigns, you are going to have a short leash no matter which email service you are using. However, it is also very common for ESPs to shut off accounts that are completely compliant. It even happened to us. If this is the case, you shouldn’t have to pack up camp and start fresh every time this occurs.
The Old Way
In the past, if an ESP shut you down your only option was to create a new account either with the same email provider or a different service and start fresh. Not only did this process take time and effort, it also completely halted all of your sending, putting every campaign and all of your revenue opportunities on hold. For anyone that relies heavily on outbound emails whether its for marketing, lead nurturing or transactional messaging, this process is effectively bringing your entire business to a standstill.
The New Way
Today, the most sophisticated email marketers plan for this scenario by utilizing the right outbound marketing software. Instead of relying on a single email service provider, many email marketers are utilizing multiple 3rd party ESPs. By doing this, you can not only throttle your outbound emails to increase your email deliverability, but you can also account for any services that get shut down or hit a limit. If you’re sending one campaign via Sendgrid, Amazon SES and Sparkpost, you have options. In the event that your Amazon SES account fails to send for any reason, your Sendgrid and Sparkpost accounts will continue sending.
