What are email deliverability companies and why do you need them?

email deliverability companies

Email marketing is one of the most effective and affordable ways to communicate with your audience and grow your business. However, it also comes with some challenges and risks that can affect your email campaign performance and results.

One of the biggest challenges is email deliverability.

Email deliverability is the ability of your emails to reach the inbox of your intended recipients without being rejected, bounced, or marked as spam by ISPs or email clients.

According to a study by Validity, only 83% of emails from legitimate senders reached their intended recipients in 2022. That means 17% of emails were either blocked or diverted to spam folders.

This can have a negative impact on your brand reputation, customer trust, and revenue potential.

That’s why you need email deliverability companies.

Email deliverability companies are services that help you optimize your email campaigns to ensure that your emails reach the inbox of your target audience and avoid spam filters.

They provide you with tools and solutions that can help you improve your sender reputation, validate your email lists, monitor your email performance, create engaging emails, and analyze your email metrics.

In this article, we will discuss the benefits and drawbacks of email deliverability companies, compare some of the best options available in the market, and provide some tips on how to choose the right one for your needs.

Types of Online Marketing Emails

Benefits of email deliverability companies

Email deliverability companies can help you achieve several benefits for your email marketing campaigns. Here are some of them:

Higher delivery rates

One of the main benefits of email deliverability companies is that they can help you increase your delivery rates.

The delivery rate is the percentage of emails that are successfully delivered to the recipient’s mailboxes.

A low delivery rate means that many of your emails are not reaching your audience due to various reasons such as invalid addresses, hard bounces, soft bounces, or ISP rejections.

A high delivery rate means that most of your emails are reaching your audience and have a chance to be opened, clicked, and converted.

Email deliverability companies can help you improve your delivery rate by providing you with features such as:

  • Sender reputation management: This feature helps you monitor and improve your sender reputation, which is a score that ISPs assign to your domain and IP address based on your email sending behavior and history. A good sender reputation can increase your chances of getting past spam filters and reaching the inbox.
  • Email validation: This feature helps you verify and clean your email lists before sending your campaigns. It can help you remove invalid, inactive, or risky addresses that can cause bounces, spam complaints, or low engagement. A clean email list can improve your delivery rate and reduce your costs.
  • Delivery monitoring: This feature helps you track and measure your delivery performance across different ISPs, devices, and regions. It can help you identify and resolve any issues or errors that may affect your email deliverability, such as blocklists, throttling, or feedback loops. A proactive delivery monitoring can help you optimize your email campaigns and avoid potential problems.

Better engagement

Another benefit of email deliverability companies is that they can help you create better engagement with your audience.

Engagement is the level of interaction and interest that your recipients show towards your emails. It can be measured by metrics such as open rate, click-through rate, and conversion rate.

A low engagement means that many of your recipients are not opening, clicking, or taking action on your emails. This can indicate that your emails are not relevant, valuable, or appealing to them.

A high engagement means that many of your recipients are opening, clicking, or taking action on your emails. This can indicate that your emails are relevant, valuable, and appealing to them.

Email deliverability companies can help you create better engagement by providing you with features such as:

  1. Email templates: This feature helps you design attractive and responsive emails that can capture the attention and interest of your recipients. It can help you choose from a variety of pre-made templates or create your own custom templates that suit your brand identity and message. A well-designed email can improve your open rate and click-through rate.
  2. Email personalization: This feature helps you customize your emails based on the preferences, behavior, and characteristics of your recipients. It can help you use dynamic content, merge tags, segmentation, and automation to tailor your emails to each individual or group of recipients. A personalized email can increase your relevance and value to your audience and boost your engagement and conversion rate.
  3. Email testing: This feature helps you test and optimize your emails before sending them to your audience. It can help you use tools such as A/B testing, spam testing, inbox preview, and subject line tester to compare different versions of your emails and find out which one performs better. A tested and optimized email can enhance your email quality and effectiveness.

More Insights

A third benefit of email deliverability companies is that they can provide you with more insights into your email campaigns.

Insights are the data and information that you can collect and analyze from your email campaigns. They can help you understand how your emails are performing, what your audience is doing, and how you can improve your email strategy.

A lack of insights means that you are not able to measure or evaluate your email marketing efforts. This can lead to wasted time, money, and resources.

A lot of insights means that you are able to measure and evaluate your email marketing efforts. This can lead to better decision-making, learning, and growth.

Email deliverability companies can provide you with more insights by providing you with features such as:

  1. Email analytics: This feature helps you track and report on your email campaign metrics, such as delivery rate, bounce rate, open rate, click rate, unsubscribe rate, spam complaints, and conversion rate. It can help you visualize your email performance in graphs, charts, and tables. An email analytics feature can help you measure your email marketing ROI and identify your strengths and weaknesses.
  2. Email feedback: This feature helps you collect and analyze feedback from your recipients, such as ratings, reviews, comments, or surveys. It can help you understand what your audience likes or dislikes about your emails, what their pain points or needs are, and what their suggestions or expectations are. An email feedback feature can help you improve your customer satisfaction and loyalty.
  3. Email recommendations: This feature helps you get actionable tips and best practices on how to improve your email campaigns based on your data and feedback. It can help you optimize your email content, design, timing, frequency, segmentation, personalization, and more. An email recommendation feature can help you increase your email deliverability and engagement.

Drawbacks of email deliverability companies

Email deliverability companies can also have some drawbacks that you need to be aware of before choosing one for your email marketing campaigns. Here are some of them:

Cost

One of the main drawbacks of email deliverability companies is that they usually charge a fee based on the number of emails you send or the number of contacts you have.

Depending on your email marketing budget and goals, this cost may be too high or too low for you.

A high cost means that you may not be able to afford the email deliverability company that offers the features and benefits that you need. This can limit your email marketing potential and results.

A low cost means that you may not be getting the best value or quality from the email deliverability company that offers the features and benefits that you need. This can compromise your email marketing performance and reputation.

Therefore, you need to compare the pricing plans of different email deliverability companies and find out which one offers the best value for money for your needs.

Complexity

Another drawback of email deliverability companies is that they may have different features, interfaces, integrations, and support options that may make them difficult to use or understand.

Depending on your email marketing skills and experience, this complexity may be too high or too low for you.

High complexity means that you may need to spend a lot of time and effort to learn how to use the email deliverability company effectively and efficiently. This can reduce your productivity and efficiency.

A low complexity means that you may not be able to use all the features and benefits that the email deliverability company offers. This can limit your creativity and innovation.

Therefore, you need to look for an email deliverability company that has a user-friendly interface, comprehensive documentation, responsive customer support, and seamless integration with your existing tools and platforms.

Dependency

A third drawback of email deliverability companies is that they may not be able to guarantee 100% delivery or inbox placement of your emails, as there are many factors that affect email deliverability beyond their control, such as recipient behavior, ISP policies, spam filters, and more.

Depending on your email marketing expectations and standards, this dependency may be too high or too low for you.

A high dependency means that you may rely too much on the email deliverability company to ensure that your emails are delivered and seen by your audience. This can make you complacent and careless about your email marketing strategy and practices.

A low dependency means that you may not trust or value the email deliverability company to ensure that your emails are delivered and seen by your audience. This can make you skeptical and frustrated about your email marketing results and outcomes.

Therefore, you need to understand that email deliverability companies are not magic solutions that can solve all your email marketing problems. You still need to follow best practices and comply with regulations to ensure that your emails are not marked as spam or blocked by ISPs.

online marketing email

Comparison of email deliverability companies

Now that you know the benefits and drawbacks of email deliverability companies, let’s compare some of the top options available in the market in 2023.

To compare them, we will use the following criteria: features, pricing, reviews, customer support, and integrations.

Features

Features are the functionalities and capabilities that email deliverability companies offer to help you optimize your email campaigns. They can include sender reputation management, email validation, delivery monitoring, email templates, email personalization, email testing, email analytics, email feedback, and email recommendations.

Here is a brief overview of the features of some of the best email deliverability companies in 2023:

  • SendGrid: SendGrid is an email service provider that offers both transactional and marketing email solutions. It has features such as SMTP service, Email API, Email Validation API, sender reputation management, delivery monitoring, email templates, email personalization, A/B testing, spam testing, inbox preview, subject line tester, email analytics, and customer feedback.
  • Everest: Everest is an email success platform that provides comprehensive insights and deliverability guidance for your email campaigns. It has features such as sender reputation management, list hygiene, inbox placement testing, content optimization, subject line optimization, engagement analytics, competitive intelligence, and deliverability recommendations.
  • Mailchimp: Mailchimp is an all-in-one marketing platform that offers email marketing and other digital marketing solutions. It has features such as email templates, email personalization, segmentation, automation, A/B testing, email analytics, email feedback, and email recommendations.
  • SparkPost: SparkPost is an email delivery service that specializes in transactional and triggered emails. It has features such as Email API, SMTP service, sender reputation management, delivery monitoring, email validation, email templates, email personalization, email testing, email analytics, and email feedback.
  • Postmark: Postmark is an email service provider that focuses on delivering fast and reliable transactional emails. It has features such as Email API, SMTP service, sender reputation management, delivery monitoring, bounce handling, email templates, email personalization, email testing, email analytics, and email feedback.

Pricing

Pricing is the amount of money that email deliverability companies charge for their services. It can vary depending on the number of emails you send or the number of contacts you have. It can also include additional fees for extra features or support.

Here is a brief overview of the pricing plans of some of the best email deliverability companies in 2023:

  1. SendGrid:

    SendGrid offers a free plan that allows you to send up to 100 emails per day. It also offers three paid plans: Essentials, Pro, and Premier. The Essentials plan starts at $14.95 per month and allows you to send up to 50,000 emails per month. The Pro plan starts at $89.95 per month and allows you to send up to 100,000 emails per month. The Premier plan is a custom plan that allows you to send more than 100,000 emails per month and access advanced features and support.

  2. Everest:

    Everest offers a free trial that allows you to access some of its features for a limited time. It also offers two paid plans: Basic and Advanced. The Basic plan costs $99 per month and allows you to access features such as sender reputation management, list hygiene, inbox placement testing, content optimization, subject line optimization, engagement analytics, and competitive intelligence. The Advanced plan costs $299 per month and allows you to access all the features of the Basic plan plus deliverability recommendations and dedicated support.

  3. Mailchimp:

    Mailchimp offers a free plan that allows you to have up to 2,000 contacts and send up to 10,000 emails per month. It also offers three paid plans: Essentials, Standard, and Premium. The Essentials plan starts at $9.99 per month and allows you to have up to 50,000 contacts and send up to 500,000 emails per month. The Standard plan starts at $14.99 per month and allows you to have up to 100,000 contacts and send up to 1.2 million emails per month. The Premium plan starts at $299 per month and allows you to have more than 200,000 contacts and send more than 3 million emails per month.

  4. SparkPost:

    SparkPost offers a free plan that allows you to send up to 15,000 emails per month. It also offers three paid plans: Starter, Premier, and Enterprise. The Starter plan costs $30 per month and allows you to send up to 50,000 emails per month. The Premier plan costs $75 per month and allows you to send up to 100,000 emails per month. The Enterprise plan is a custom plan that allows you to send more than 100,000 emails per month and access advanced features and support.

  5. Postmark:

    Postmark offers a free trial that allows you to send up to 100 emails per day for 30 days. It also offers a pay-as-you-go plan that charges $1.50 for every 1,000 emails you send. You can also prepay for credits and get discounts based on the volume of emails you send. For example, if you prepay for 10,000 emails, you pay $1.25 per 1,000 emails. If you prepay for 500,000 emails, you pay $0.75 per 1,000 emails.

Reviews

Reviews are the opinions and feedback that customers share about their experiences with email deliverability companies. They can help you learn about the strengths and weaknesses of each option, as well as their customer satisfaction and loyalty.

Here is a brief overview of the reviews of some of the best email deliverability companies in 2023:

  1. SendGrid: SendGrid has an average rating of 4.3 out of 5 stars on G2, based on 1,088 reviews. Most customers praise its reliability, scalability, and ease of use. Some customers complain about its pricing, customer support, and spam issues.
  2. Everest: Everest has an average rating of 4.6 out of 5 stars on TrustRadius, based on 18 reviews. Most customers appreciate its comprehensive features, insights, and recommendations. Some customers dislike its cost, complexity, and learning curve.
  3. Mailchimp: Mailchimp has an average rating of 4.5 out of 5 stars on Capterra, based on 14,344 reviews. Most customers love its user-friendly interface, templates, and automation. Some customers criticize its pricing, deliverability, and limitations.
  4. SparkPost: SparkPost has an average rating of 4.2 out of 5 stars on SoftwareAdvice, based on 21 reviews. Most customers commend its performance, flexibility, and integrations. Some customers lament its documentation, support, and bugs.
  5. Postmark: Postmark has an average rating of 4.8 out of 5 stars on Trustpilot, based on 52 reviews. Most customers applaud its speed, quality, and support. Some customers mention its pricing, features, and interface.

Customer support

Customer support is the assistance and guidance that email deliverability companies provide to their customers when they have questions or issues with their services. It can include channels such as phone, email, chat, ticketing system, knowledge base, forum, blog, or social media.

Here is a brief overview of the customer support options of some of the best email deliverability companies in 2023:

  1. SendGrid: SendGrid offers customer support via phone, email, chat, ticketing system, knowledge base, blog, and social media. It also offers dedicated support for its Pro and Premier plans.
  2. Everest: Everest offers customer support via phone, email, chat, ticketing system, knowledge base, blog, and social media. It also offers dedicated support for its Advanced plan.
  3. Mailchimp: Mailchimp offers customer support via email, chat, knowledge base, blog, and social media. It also offers phone support for its Premium plan.
  4. SparkPost: SparkPost offers customer support via email, chat, ticketing system, knowledge base, blog, and social media. It also offers dedicated support for its Enterprise plan.
  5. Postmark: Postmark offers customer support via email, chat, ticketing system, knowledge base, blog, and social media. It also offers phone support for its high-volume customers.

Integrations

Integrations are the connections and interactions that email deliverability companies have with other tools and platforms that you use for your email marketing campaigns. They can help you streamline your workflow, automate your tasks, and enhance your functionality.

Here is a brief overview of the integrations of some of the best email deliverability companies in 2023:

  1. SendGrid: SendGrid integrates with over 100 tools and platforms, such as WordPress, Shopify, Salesforce, HubSpot, Zapier, Twilio, and more.
  2. Everest: Everest integrates with over 50 tools and platforms, such as Gmail, Outlook, Yahoo, AOL, Mailchimp, SendGrid, SparkPost, and more.
  3. Mailchimp: Mailchimp integrates with over 250 tools and platforms, such as WordPress, Shopify, WooCommerce, Squarespace, Wix, Facebook, Instagram, Google Analytics, and more.
  4. SparkPost: SparkPost integrates with over 40 tools and platforms, such as WordPress, Shopify, Salesforce, HubSpot, Zapier, Twilio, Segment, and more.
  5. Postmark: Postmark integrates with over 30 tools and platforms, such as WordPress, Shopify, WooCommerce, Zapier, Slack, Zendesk, and more.

emails companies

Summary

In this section, we will summarize the main differences and similarities between the email deliverability companies we compared and provide some recommendations based on different scenarios and needs.

Differences

Some of the main differences between the email deliverability companies we compared are:

  • SendGrid offers both transactional and marketing email solutions, while Everest, SparkPost, and Postmark focus on transactional emails, and Mailchimp focuses on marketing emails.
  • Everest offers the most comprehensive features for email deliverability, while Mailchimp offers the most features for email marketing, and Postmark offers the most features for email speed and reliability.
  • Mailchimp offers the most affordable pricing plans for small businesses and startups, while Everest offers the most expensive pricing plans for large enterprises and agencies.
  • Postmark offers the best customer support options for its customers, while SparkPost offers the least customer support options for its customers.
  • Mailchimp offers the most integrations with other tools and platforms, while Postmark offers the least integrations with other tools and platforms.

Similarities

Some of the main similarities between the email deliverability companies we compared are:

  • They all offer features such as sender reputation management, delivery monitoring, email templates, email personalization, email testing, email analytics, and email feedback.
  • They all offer a free trial or a free plan for their services.
  • They all offer customer support via email, chat, ticketing system, knowledge base, blog, and social media.
  • They all integrate with popular tools and platforms such as WordPress, Shopify, Zapier, Twilio, and more.

Recommendations

Based on our comparison, here are some recommendations for choosing the right email deliverability company for your needs:

  • If you are looking for a complete email service provider that can handle both your transactional and marketing emails, you may want to consider SendGrid.
  • If you are looking for an email success platform that can provide you with comprehensive insights and deliverability guidance for your email campaigns, you may want to consider Everest.
  • If you are looking for an all-in-one marketing platform that can offer you email marketing and other digital marketing solutions, you may want to consider Mailchimp.
  • If you are looking for an email delivery service that can specialize in transactional and triggered emails, you may want to consider SparkPost.
  • If you are looking for an email service provider that can focus on delivering fast and reliable transactional emails, you may want to consider Postmark.

enterprise email marketing

Tips on how to choose the right email deliverability company for your needs

Now that you have some idea of what email deliverability companies can offer you and how they compare with each other, let’s look at some tips on how to choose the right one for your needs.

Goals

The first tip is to define your email marketing goals and align them with the features and benefits of email deliverability companies.

Your email marketing goals are the specific and measurable outcomes that you want to achieve with your email campaigns. They can include increasing your delivery rate,

improving your engagement, growing your list, boosting your conversions, or enhancing your brand awareness.

The features and benefits of email deliverability companies are the functionalities and capabilities that they offer to help you optimize your email campaigns. They can include sender reputation management, email validation, delivery monitoring, email templates, email personalization, email testing, email analytics, email feedback, and email recommendations.

To choose the right email deliverability company for your needs, you need to match your goals with the features and benefits that can help you achieve them.

For example, if your goal is to increase your delivery rate, you may want to look for a company that offers sender reputation management, email validation, and delivery monitoring. These features can help you improve your sender reputation, validate your email lists, and monitor your email performance to ensure that your emails are delivered to the intended recipients.

On the other hand, if your goal is to improve your engagement, you may want to look for a company that offers email templates, email personalization, and email testing. These features can help you create engaging emails with attractive templates, personalized content, and clear calls to action that can increase your open rates, click-through rates, and conversion rates.

Budget

The second tip is to determine your email marketing budget and compare it with the pricing plans of email deliverability companies.

Your email marketing budget is the amount of money that you are willing and able to spend on your email campaigns. It can depend on factors such as your business size, industry, goals, and strategy.

The pricing plans of email deliverability companies are the amount of money that they charge for their services. They can vary depending on the number of emails you send or the number of contacts you have. They can also include additional fees for extra features or support.

To choose the right email deliverability company for your needs, you need to balance your budget with the pricing plans that can offer you the best value for money.

For example, if you have a small budget, you may want to look for a company that offers a free trial or a pay-as-you-go plan. These plans can allow you to test the service before committing or pay only for what you use. They can also help you save money and avoid wasting resources.

On the other hand, if you have a large budget, you may want to look for a company that offers a premium or a custom plan. These plans can allow you to access advanced features and dedicated support. They can also help you get more value and quality from the service and achieve better results.

Reviews

The third tip is to read and evaluate customer reviews of email deliverability companies.

Customer reviews are the opinions and feedback that customers share about their experiences with email deliverability companies. They can help you learn about the strengths and weaknesses of each option, as well as their customer satisfaction and loyalty.

To choose the right email deliverability company for your needs, you need to read and evaluate customer reviews carefully and critically.

Here are some tips on how to do that:

  • Look for reviews that are recent, relevant, specific, balanced, and verified. These reviews can give you the most accurate and reliable information about email deliverability companies.
  • Avoid reviews that are outdated, irrelevant, vague, biased, or unverified. These reviews can give you the wrong or misleading information about email deliverability companies.
  • Compare reviews from different sources, such as websites, blogs, forums, social media, or word-of-mouth. These sources can give you different perspectives and insights about email deliverability companies.
  • Consider reviews from customers who have similar needs, goals, and expectations as you. These customers can give you the most useful and applicable information about the email deliverability companies.

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Conclusion

Email deliverability companies are services that help you optimize your email campaigns to ensure that your emails reach the inbox of your target audience and avoid spam filters.

They can provide you with several benefits, such as higher delivery rates, better engagement, and more insights. They can also have some drawbacks, such as cost, complexity, and dependency.

To choose the right email deliverability company for your needs, you need to define your email marketing goals, determine your email marketing budget, and read and evaluate customer reviews.

In this article, we compared some of the best email deliverability companies in 2023 based on criteria such as features, pricing, reviews, customer support, and integrations. We also provided some recommendations based on different scenarios and needs.

We hope that this article has helped you understand what email deliverability companies are and how to choose the right one for your needs.

If you have any questions or comments, please feel free to contact us. We would love to hear from you.

Frequently asked questions

Here are some of the most frequently asked questions about email deliverability companies:

What is email deliverability?

Email deliverability is the ability of your emails to reach the inbox of your intended recipients without being rejected, bounced, or marked as spam by ISPs or email clients.

What are the factors that affect email deliverability?

Some of the factors that affect email deliverability are sender reputation, email list quality, email content, email design, email frequency, and email authentication.

What are the benefits of email deliverability companies?

Some of the benefits of email deliverability companies are higher delivery rates, better engagement, and more insights.

What are the drawbacks of email deliverability companies?

Some of the drawbacks of email deliverability companies are cost, complexity, and dependency.

How do I compare email deliverability companies?

You can compare email deliverability companies based on criteria such as features, pricing, reviews, customer support, and integrations.

How do I choose the right email deliverability company for my needs?

You can choose the right email deliverability company for your needs by defining your email marketing goals, determining your email marketing budget, and reading and evaluating customer reviews.

What are some of the best email deliverability companies in 2023?

Some of the best email deliverability companies in 2023 are SendGrid, Everest, Mailchimp, SparkPost, and Postmark.

How do I measure the success of my email campaigns?

You can measure the success of your email campaigns by tracking metrics such as delivery rate, bounce rate, open rate, click rate, unsubscribe rate, spam complaints, and conversion rate.

How do I improve my sender’s reputation?

You can improve your sender reputation by following best practices such as sending relevant and engaging emails to opt-in subscribers, segmenting your email list, avoiding spam triggers, testing your emails before sending them, and authenticating your domain and IP address.

How do I avoid spam filters?

You can avoid spam filters by following best practices such as complying with anti-spam laws and regulations, using a reputable email service provider, personalizing your emails, using clear and concise subject lines, and providing an easy way for recipients to unsubscribe or report spam.

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