There is always movement on the email marketing software market. Marketers look for vendors with the best mix of policy, price, features and performance. At the same time, Email Service Providers are keen to take on customers that fit their current portfolio.<\/p>\n
This creates an environment for dialog. The ESP can sift out abusive mailers and prospects can learn more about potential new ESP. A common term for this dialog is vetting. This article covers a range of questions vendors are likely going to ask during this process.<\/p>\n
Reputable ESPs use strict vetting procedures that reveal the prospect\u2019s true intentions and strategy. Whenever some bad actors slip through, ESP will detect at the latest them after sending the first campaign.<\/p>\n
The first precaution ESPs take is looking at company\u2019s details and history. It is always a risk for the ESP to accept a company with doubtful public information, misleading name or unknown principals. A reliable sender should be connected to a well-established corporate entity.<\/p>\n
The initial contact request usually leads to jumping on a phone call or setting up an online meeting. At this point, both parties are free to get to know each other. However, it starts with a pre-send vetting questions coming from the ESP.<\/p>\n
Expect to hear the following pre-boarding questions<\/strong>:<\/p>\n Before any ESP accepts you on board along with its other clients, they will want to know who your previous vendor was and why you are looking for a new one. Better pricing, more features, higher performance are all good reasons to seek for a new ESP. Poor deliverability is not a good reason<\/a>, as it usually means that there is a problem with sender\u2019s list hygiene or mailing practices.<\/p>\n Stable campaign volumes and regular sending patterns tend to produce fewer deliverability issues. ESP will be interested if you have managed to set clear expectations with your subscribers about the frequency of your campaigns. So prepare yourself to answer questions on campaign\u2019s frequency and estimated monthly volume.<\/p>\n Sometimes engagement goes down whenever the campaign\u2019s frequency gets higher. Sending them not frequently enough might be even worse, as subscribers forget the brand name. Content with multi-level marketing or pornography is usually a no go for most ESPs. To make sure the emails\u2019 content matches the company\u2019s profile. A vendor might ask a prospect to provide samples messages that have been sent so far. The marketer should describe what types of messages are going to be sent. Transactional messages<\/a> and messages promoting your brand and product are surely going to be welcome. Third party offers in your content will be accepted, if the ESP ensures you are working with legitimate partners.<\/p>\n Mistakes in data collection and management processes are the most common reasons for failure in email marketing. If previous vendor was not processing complaints, bounces and unsubscribe requests properly, it might lead to deliverability problems during the probationary period with the new ESP. In such case, mailing to entire list will most likely generate a lot of complaints. ESPs want to make sure nothing like that will ever happen, so be prepared to provide answers on your former provider\u2019s data management techniques.<\/p>\n As the entire industry agrees on the necessity for data management, data collection is where different rules apply. Before you move to a new ESP, check if the characteristics of your database are compliant with vendor\u2019s policy. You should inform your potential ESP how users can subscribe to your list and whether you use single opt-in, confirmed opt-in or any other subscription mode. Additionally, ESP can ask about your Privacy Policy, which should be available at each point where people can sign up to your list.<\/p>\n Purchased lists are a no go for the majority of ESPs in the world. Some vendors will be hesitant to accept clients with, for example, only single opt-in users registered through a sweepstake.<\/p>\n Another question a newcomer can expect from ESP\u2019s end is about domains and IP channels currently used for sending emails. Domain registration details should always be publicly available. Hiding domains registration details is a common tactic used by abusive senders. One of the key factors influencing ISPs decision to place the email in the inbox or in the spam folder is IP reputation. If previously used IPs have been blocked, ESP will request for clarification on why it happened.<\/p>\n If you have faced a deliverability problem ESP\u2019s representative will ask you for details of such situations. Not only to figure out where domains and IPs were blacklisted, but also to help you identify and troubleshoot the reason behind this problem.<\/p>\n<\/span>Why are you looking for a different vendor?<\/span><\/h2>\n
<\/span>How many messages and how often are you going to send?<\/span><\/h2>\n
<\/span>When was the last time you sent a message to your entire list?<\/span><\/h2>\n
\nSubscribers who have not been mailed for a while, generate a large number of unsubscribe requests and complaints. Moreover, inactive email addresses can turn into recycled spam traps and hitting them is even worse than receiving a complaint. This is something ESPs are trying to avoid to protect the deliverability of their clients.<\/p>\n<\/span>What will you be sending?<\/span><\/h2>\n
<\/span>Have you processed complaints, bounces and unsubscribe requests?<\/span><\/h2>\n
<\/span>How can people join your mailing list?<\/span><\/h2>\n
<\/span>Which domains and IPs have you used before?<\/span><\/h2>\n
<\/span>Have you ever faced serious deliverability issues?<\/span><\/h2>\n
<\/span>What are your average statistics?<\/span><\/h2>\n