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We should have an emissions check for ESPs

Chris posted yesterday about the problems with selling dedicated IPs along with the comments, it got me thinking about what we, the industry of Email Service Providers, are responsible for. At Wildbit, we feel an obligation to rid this world of spam and junk mail. It’s not like it’s a higher calling, it’s just the right thing to do as an email service provider (ESP). ESPs are the gateway to a lot of junk mail, not just spam mail. It’s the junk mail that’s difficult to police but we believe can and should be done by every ESP.

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The false promises of dedicated IPs

I have to admit, I am disappointed in the false promises that companies are giving when it comes to offering dedicated IPs for their customers to “improve email delivery.” The reality is, dedicated IP addresses are not a sure way to improve delivery, and sometimes, can actually hurt email delivery. Before I jump in, let me first explain how IP addresses play a role in mail servers and sending email.

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Over 61% of Postmark customers authenticate their emails. Do you?

Every day we find customers who have delivery issues that are instantly solved by updating SPF records or signing their emails with their own Domain Keys. Because we know how critical it is, we’ve built it right into the Postmark setup process. Interestingly, we actually have customers who think it’s a required step to use Postmark, and we don’t think that’s a bad thing.

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