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By Neil Anuskiewicz
It is important to clarify the different ways that someone can, intentionally or unintentionally, unsubscribe from your list with a good ESP. They can click on the unsubscribe link, click on the complaint button (if they are using a service like AOL) and be automatically unsubscribed through the feedback loop, or the email can hard bounce (the email address does not exist any more). It is very important for these features to all be in place because if these subscribers are not unsubscribed immediately and you send to them repeatedly you run a much higher risk of being blocked by one or more ISPs.
It is also important to choose an ESP that either gives you a private IP address or has you share an IP address with a relatively small number of other customers. The IP address, whether it is shared or private, is the caller ID of your emails. If too many ESP customers share an IP address, you can easily run into problems with being blocked by ISPs for mistakes made by other customers of the ESP. Most reputable ESPs do their best to keep out the spammers but even legitimate email marketers sometimes get their IP address blocked by an ISP and it can take some time to get the IP address unblocked.
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