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With brands sending more email than ever — relying on the channel to develop and maintain customer relationships as well as drive sales — it’s critical that they maintain a strong sender reputation with the various email service providers (ESPs).
Sending to old or invalid addresses results in bounces, subscriber complaints and spam trap triggers, which all negatively impact your deliverability rate. A poor deliverability rate compromises your sender reputation, leading to fewer customers receiving your emails and, ultimately, less revenue generated for your business.