The Hidden Impact of Shared IP Pools on Deliverability
A while back, I was debugging a deliverability issue for a company that absolutely shouldn’t have had a deliverability issue. Clean domain, clean sending patterns, double opt-in everywhere, no marketing blasts. Exactly the type of sender inbox providers should love. But Gmail had started putting their password resets in the Promotions tab and sometimes even Junk. Their first assumption was the usual one:
Read MoreWhy Email Deliverability Is Mostly About Reputation (Not Tools)
I’ve lost count of how many times someone has asked me which email provider has “the best deliverability.” It’s always phrased like they’re choosing a database or a queue - as if one vendor has a secret fiber line into Gmail while everyone else is running on dial-up. Email just doesn’t work like that. There’s no VIP lane where one API gets priority. Deliverability isn’t a feature. It’s not something you can buy. It’s reputation. Mostly domain reputation, sometimes IP reputation, always sender reputation. And reputation is earned — or trashed — by how you send email, not the logo on the dashboard.
Read MoreWhy Bring Your Own AWS SES for Transactional Email
If you’ve been responsible for transactional email at any growing product, you already know the pattern: Everything works fine for months. Then one morning, someone on your team says, “A few users can’t get their password resets.” Now your day is gone!
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