Unfortunately, the best ESPs on the market can do only so much to aid in getting marketing messages to the inbox. The majority of the control lies in the hands of the sender.

So what are ESPs good for? They provide the infrastructure that high-volume senders need to get through to the inbox. ESPs should also keep up with the latest in authentication methodologies and provide workflow that enforces current best-practices so senders can rest assured that every message sent is compliant with the best-practices and laws of the email marketing industry.

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