For companies who are sending mail on their own behalf
- Create and send a message that recipients look forward to receiving
- Send that mail technically correctly, such that it causes no problems at the recipients ISP
For ESPs, sending mail on behalf of others
- Find (or develop) a customer base who create and send messages that recipients look forward to receiving
- Send that mail technically correctly, such that it causes no problems at the recipients ISP
That’s it, really.
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