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Ken Magill

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Get To Inbox Responds to Magill Report

3/5/13

Get To Inbox responded to an article published in this newsletter last week in which I questioned the new email service provider’s claim it could provide superior inbox delivery and higher click rates.

The response was from Tom VanOstrand, Get To Inbox’s chief technical officer:

From the very beginning when our CEO decided to launch a project to build an ESP, we were all in agreement that we wanted deliverability to be our highest priority. Not just in the technology used, but in every interaction with our clients. We also have a team of people here who have close to 50 years experience in advertising and internet and email marketing, and we wanted to convey that knowledge and expertise to our clients in order to help them achieve improved email campaign engagement.

Our focus is on mid-size companies with email marketing experience. All of our clients go through an extensive vetting process that's based on the 2011 MAAWG vetting best common practices document. Our team of deliverability, email marketing and advertising experts work directly with our clients in several important areas:

• List maintenance, including lead generation as well as subscriber engagement best practices (e.g. regularly removing old/unengaged addresses)
• Improving subject lines and message layout and content, which we've seen can have a direct effect on open and click percentages
• Using a well written and specific permission statement
• Leveraging campaign statistics and reporting to gauge ROI, list health, and campaign effectiveness

We also provide our clients with customization options like using their own domain to authenticate messages, and to send from their own dedicated IP(s).

Bottom line, we're aware that there are hundreds of ESPs available for companies to choose from, and more starting up every day. Our goal is to provide a unique service that has all the technology expected in an ESP today, along with customized, one-on-one interaction between our clients and our team of email marketing experts, extensive data reporting capabilities, and campaign creation tools that are simple to use.

 

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Terms: Feel free to be as big a jerk as you want, but don't attack anyone other than me personally. And don't criticize people or companies other than me anonymously. Got something crappy to say? Say it under your real name. Anonymous potshots and personal attacks aimed at me, however, are fine.

Posted by: Steve Henderson
Date: 2013-03-19 05:58:10
Subject:

I designed, built and refined over 6 years the delivery and reporting engine for an ESP. Its great. Its unique (definition: my code and processes will be slightly different to every other ESP) and our delivery and inbox and response rates are great. I would love to say that it was my code that made these results so good. But it isn't. My clients are great. I give my clients great tools to use; but ultimately it is their data and their campaigns. My systems help them understand what is good/bad and help them get the best out of their data and campaigns - but it it my clients who get the results. Not my code.
Posted by: Marketer
Date: 2013-03-06 09:46:45
Subject:

It sounds more like he is trying to say his teams services is what is going to increase their delivery rates, but the original claim was that the technology alone would do it--which one is it?
Posted by: Ros Hodgekiss
Date: 2013-03-05 14:37:04
Subject:

"Our goal is to provide a unique service that has all the technology expected in an ESP today, along with customized, one-on-one interaction between our clients and our team of email marketing experts, extensive data reporting capabilities, and campaign creation tools that are simple to use." - Every ESP, ever.

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