Onboarding new brands as an ESP - best practice
Four representatives of ESPs took the opposite perspective, in the panel discussion on “Building up trust with brands ̶ best practice for onboarding and vetting for ESPs.”
Sebrus Berchtenbreiter, CEO of promio.net GmbH and Head of the DDV Council "Digital Dialogue", moderated the panel and led the panelists through a spirited exchange of best practices for ESPs in vetting and onboarding new customers. How can ESPs recognize the bad senders early enough to avoid risk to their own reputations?
It’s not just about spam. Sebastiaan de Vos, Head of Deliverability at emarsys eMarketing Systems AG, gave a tongue-in-cheek definition of spam: “Spam comes from Nigeria and Russia and sells Rolexes and Viagra”. However, he pointed out that the bigger issue is unwanted marketing, rather than spam.
Tobias Herkula, Head of Deliverability & Abuse Management at optivo GmbH, highlighted that there is hardly any spam from a legal point of view in Germany. For many recipients, the definition of spam is email they just do not want. As eco’s Alexandra Koch-Skiba also said earlier in the morning, even if a sender fulfils all of the legal requirements, their emails can still get blocked. This is often because a lot of marketing teams have not yet realized that email marketing is not the same as print marketing. Volume isn’t everything and there is a feedback channel with email that cannot be ignored.
Frank Strzyzewski, CEO of XQueue GmbH, highlighted the necessity of vetting potential customers, if possible. His team uses Google to look for consumer reactions to companies’ emails and they check out a potential customer’s domain reputation. He calls for email standards that will help build trust.