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Is it good practice to send operational emails from a different provider than promotional emails?

At redditgifts we rely heavily on operational emails to remind people about things they need to do on the site. When these emails go into spam, our successful participation suffers greatly. Sometimes we send batches of promotional emails to a majority of our user base. Currently we send both of these from our sendgrid account, but I'm wondering if the promotional emails we send hurt our operational deliverability.

Would it be better for us to send our promotional emails from something like mailchimp and operational emails from sendgrid?

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Tim  Falls
Community Guy, SendGrid
Posted on June 20, 2011

This is a very important consideration when formulating and optimizing an effective email communications system. And the answer is pretty straightforward.

First, let's clarify the two types of emails under discussion:
1. Transactional (or "operational") email: eg, registration confirmations, password reminders, friend/follower notifications, purchase receipts, and shipping notifications.

2. Marketing ( or "promotional," bulk) email: eg, newsletters to subscribers & customers that typically highlight new product/service features, special offers, company news, etc.

The primary consideration here is that these two types of emails are received and treated differently by the end recipient...
Marketing emails are usually less critical in nature and thus more likely to be perceived (and even flagged/reported) as spam, even if the customer opted-in to receive them.
Transactional email is generally more critical in nature - ie, when a customer *doesn't* receive this type of message, they think/know something is wrong and probably contacts customer service to investigate.

So the answer to your question is YES - deliverability of promotional emails can very easily (and often times does) negatively affect deliverability of operational emails.

However, there is a more simple solution than using two different vendors...

The main goal to eliminate the effect of one on the other is to separate the traffic onto different IP addresses. With SendGrid, we can provide one IP address for transactional/operational emails and a separate IP address for marketing/promotional emails. This not only isolates the reputation and deliverability for each type, but it also aids in distinguishing the performance/statistic on each email category.

I hope this helps. I tried to be as thorough as possible, without going into too much detail. I'm happy to answer any follow-up questions!

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Dan McComas
Dan McComas Replied on June 20, 2011

This is fantastic, thank you so much for your response, i'll be looking into this solution in the coming weeks.

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Andrew Mosson
Andrew Mosson Replied on June 20, 2011

Thanks Tim for your answer. That is good advice.

We are already SendGrid customers, so the question is, how do i upgrade my account to have a second IP?

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Tim  Falls
Tim Falls Replied on June 20, 2011

Dan / Andrew -

You're very welcome - happy to help!

You can contact our sales or support team via live chat, phone, or email, and we can add on a second IP to your account.

Some things to keep in mind: our dedicated IPs and Newsletter App are available starting at the Silver level, and each additional IP address on an account is $20/IP/month. When considering the importance of high deliverability on each of these email types, hopefully $20 is relatively small potatoes :)

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Brian Phelps
Brian Phelps Replied on Aug. 26, 2011

Thanks Tim for these tips. I agree that it is better to use two different IPs rather than two different providers. And $20 is small potatoes.

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Andrew Kordek
Chief Strategist and Co-Founder, Trendline Interactive
Posted on June 20, 2011

Dan,

Tim is spot on with his explanation. You will always want to separate your Transactional and Promotional emails on different IP's. Ideally, you will want to keep it with the same provider so you have that one throat to choke in case things go nutty.

Andrew Kordek
Co-Founder, Trendline Interactive
A Cross-Channel Messaging Agency
Twitter: @andrewkordek & @trendlinei
Email: andrew@trendlineinteractive.com

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