As part of its white paper on deliverabilityBadsender asked 10 questions to French specialists of deliverability. Today, you will find the question that was asked to Arnaud Clément-BolléeSenior Deliverability Consultant EMEA at Salesforce Marketing Cloud.
Many routers like you refuse to send emails from acquisition players and only do retention. Why is that? Isn't it normal for an advertiser to want to acquire new contacts?
This is not a simple question to answer. In fact, it is a highly political question. The purpose of an email router is to send out emails to its customers, ensuring that they are delivered well and that they generate engagement. But the router's role is also to educate them to follow good practices. And regularly, these senders find themselves blocked by ISPs, which is normal and inherent to email deliverability. Indeed, the more time goes by, the more yesterday's good practices become today's ISP rules.
When you have to resolve a blocking situation with an ISP or a blacklisting site, it often involves a negotiation phase with these actors. During these negotiations, it is important to be transparent about what has happened. However, it can happen that an ISP refuses to unblock the situation by blaming the lack of commitment of the router insofar as it hosts other problematic actors.
Indeed, if this router hosts actors generating more complaints than the average, how to prove its commitment? Indeed, the ISP has the duty to protect its subscribers, its customers complaining about the emails received. If the ISP does not believe in a possible improvement or change of the advertiser's practices, then it has no reason to lift the block.
To understand the problems of the acquisition actors, we must start from the source. I usually say that the majority of deliverability problems come from address recruitment. Indeed, it is necessary to recruit addresses in concordance, coherence and transparency with the subscriber. By respecting these three principles, your subscribers will have no reason to complain. With acquisition players, as the aim is to recruit a maximum number of addresses in order to make a profit, these principles are only partially respected, if at all. However, the picture is not all black and white and some adapt very well. It is important to keep in mind that this is also true for players who work on loyalty and who can use mass acquisition techniques.
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So it's true that at Salesforce Marketing Cloud, we refuse to encourage the practices of acquisition players by accepting them to use our solution. This is true for all players, whether it's acquisition or retention. In addition, for our future customers, we do a complete analysis of practices and the
reputation.
More generally, it is true that today routers are much more careful about the quality of their customers. But this has always been the case, because a single customer with bad practices will jeopardize the whole park.
I sincerely think that it is quite normal that some actors like ISPs define rules in order to counter abuses; this forces the market to adapt or else it will die.
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