Jul 21, 2025 • 1 min read
Dual ESP Strategy for Marketing and Newsletter Separation
Dual ESP strategy separates newsletters from marketing emails, protecting deliverability and preventing cross-contamination for content creators.
What is the strategic value?
Protects newsletter reputation by isolating marketing emails that typically generate more unsubscribes and complaints. Enables aggressive promotional tactics without damaging educational content deliverability, maximizing both revenue potential and audience retention.
Why does the tactic work?
Email providers track sender reputation separately per ESP. Marketing emails generate higher unsubscribe rates and spam complaints, which can hurt deliverability for all emails. Separation prevents cross-contamination and maintains inbox placement for valuable content.
How to implement it?
Set up two ESPs: one for newsletters/educational content, another for sales/promotional emails. Segment your list between platforms based on email type. Send all promotional campaigns through marketing ESP, educational content through primary ESP.
Deep dive: Why Advanced Email Marketers Are Using Dual ESP Strategies for Newsletter and Marketing Separation to learn more about this strategy.