Email Distribution Companies a Must

We are planning to launch an e-newletter.  Do I really need to invest in a 3rdparty email distribution company?


By Jennifer Manocchio

There are many 3rd party email distribution companies (iContact, Jango Mail, Constant Contact… just to name a few) available to help you quickly and legally deploy email campaigns.  No matter if you are sending to a list of 100 or 100,000, it is definitely beneficial to invest in a 3rd party distributor and here’s why.

1.  Protect Your ISP: One of the most important benefits of a 3rd party distributor is the email will not be distributed through your ISP.  Therefore, if recipients start marking your email as spam or, worse case scenario, they file a complaint (which should not happen if your recipients have opted-in), your ISP will not be blacklisted.  It can be a nightmare for your IT department to get your company’s ISP back on whitelists.

2.  Tracking Capabilities: Distributing through a 3rd party will allow you to track the results.  Distribution companies will track open rates, click through rates, bounce rates and unsubscribe rates.  This will enable you to identify what e-newsletter articles, promotions, etc. are most successful and adjust your editorial calendar appropriately.

3.  Deliverability: Most email distribution companies work with popular ISPs to ensure their company is on as many whitelists as possible.  The benefit for you is high deliverability rates.

4.  CAN-SPAM Compliance: Email distribution companies ensure your email is CAN-SPAM compliant by providing opt-out features, your address and company name.  This allows you to be completely confident that you are following the law.

Not all email distribution companies are created equal.  Determine what features and level of customer support you will need, and conduct research to identify the best email distribution partner.

Launching an email marketing campaign and need help developing a strategy and executing the campaign?  Contact me at jennifer at or 910.772.1688.

Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.