Why 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.
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