{"id":20694,"date":"2019-07-16T00:00:00","date_gmt":"2019-07-16T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/o-que-realmente-importa-ao-escolher-um-esp\/"},"modified":"2026-09-16T10:56:12","modified_gmt":"2026-09-16T10:56:12","slug":"o-que-realmente-importa-ao-escolher-um-esp","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-que-realmente-importa-ao-escolher-um-esp\/","title":{"rendered":"O que realmente importa na hora de escolher um ESP"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Picking an Email Service Provider is a mental tug of war: you\u2019ll be working with that ESP a long time, and you want to make sure that the service is going to meet your needs perfectly. But there\u2019s no avoiding the pressure from the business to figure it out ASAP. That app you\u2019ve been working on is missing email capabilities and needed to deploy yesterday\u2026or maybe that email server you\u2019ve been using just can\u2019t keep up with all the emails that need to go out every day.<\/p>\n\n<p class=\"wp-block-paragraph\">You have a lot of choices, and it\u2019s not an easy decision to make. To help you out, I\u2019m going to cover a few things that you should pay close attention to as you go through the process. Even if it\u2019s not a comprehensive list, these are the must-haves that an ESP should be ready to provide\u2026otherwise, it could be a red flag \u2013 and you might want to back away slowly.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-9969\"><p class=\"h5 m-0\" id=\"toc-title-9969\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#honesty\">Honesty<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#reputation\">Reputation<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#analytics\">Analytics<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#expertise\">Expertise<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#features\">Features<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#conclusion\">Conclusion<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Honesty<\/h2>\n\n<p class=\"wp-block-paragraph\">This is a big one, and something we want to set the record straight about. I can\u2019t tell you how many times we\u2019ve talked to a prospective client and they\u2019ve been made false promises. It usually goes something like this:<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cHey Nick, this other ESP says they provide 100% deliverability. What can Mailgun get me?\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">Any time you hear an ESP tell you this, you run! This is something we\u2019ve discussed in a previous\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/blog\/product\/apresentando-inboxready\/\" target=\"_tabs\" rel=\"noopener noreferrer\">post<\/a>, and the reality is that the ESP plays a much smaller role in deliverability than you think. Most of that outcome falls on the sender. What you should look for when choosing an ESP is one that will tell you what it takes: good list acquisition practices , list scrubbing, paying attention to your analytics, etc. To get the best deliverability possible, you should look to one that will work with you and provide guidance on how to get there. Don\u2019t fall for\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Fear,_uncertainty_and_doubt\" target=\"_tabs\" rel=\"noopener noreferrer\">F.U.D.<\/a>\u00a0and empty promises, as they will only set you up for failure.<\/p>\n\n<h2 class=\"wp-block-heading\">Reputation<\/h2>\n\n<p class=\"wp-block-paragraph\">The reputation an ESP has in the email community is critical to the overall success they have in delivering your email. If an ESP is known for harboring Spammers, that reputation will follow them and affect the way ISPs view them. This could lead to large blocks or filtering problems that affect you as a sender. If the ESP is known to take an active stance against spammers and they monitor their network to keep these bad actors out, it will show in the relationships they have with ISPs. At Mailgun, we care so much about this that we have an entire Reputation team dedicated to fighting spammers \u2013 which consists of engineers, as well as AUP and Deliverability specialists.<\/p>\n\n<h2 class=\"wp-block-heading\">Analytics<\/h2>\n\n<p class=\"wp-block-paragraph\">As a sender you\u2019re looking for results, right? When you choose an ESP, one of the most important questions you need to ask yourself is \u201cHow can I measure the success I\u2019m having with my email campaigns?\u201d. If you are looking at an ESP that doesn\u2019t offer a way to easily track the performance of each and every campaign you send, you might as well just throw your money away.<\/p>\n\n<p class=\"wp-block-paragraph\">This way you\u2019ll know which ones perform best (send those more!), or which ones your subscribers are complaining more frequently about (stop sending those right meow!). Be nimble and make changes based on the behavior of your subscribers. At Mailgun, we know how important this is \u2013 which is why we did a major\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/blog\/new-email-analytics-features-to-answer-your-performance-questions\" target=\"_tabs\" rel=\"noopener noreferrer\">revamp of our Analytics feature set<\/a>\u00a0last year.<\/p>\n\n<h2 class=\"wp-block-heading\">Expertise<\/h2>\n\n<p class=\"wp-block-paragraph\">The email landscape is changing frequently, and because of this it\u2019s hard to stay ahead of the curve. When you are on the search for a new ESP, make sure you choose one that is knowledgeable in all things email. Take a look at the resources made available to you. Is the documentation easy to follow? Are there blog posts, videos, guides, or how-to articles you can learn from? How about their infrastructure? What MTA do they use? How do they process your data?<\/p>\n\n<p class=\"wp-block-paragraph\">These are great probing questions you should ask before making a final decision. Any kind of specialized services an ESP offers will also speak to their expertise. If the idea of having a deliverability expert on your side sounds appealing, feel free to take a look at our\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/managed\" target=\"_tabs\" rel=\"noopener noreferrer\">managed<\/a>\u00a0service. It pairs your team with a deliverability expert to help you plan ahead or circumvent issues you may be encountering at the moment.<\/p>\n\n<h2 class=\"wp-block-heading\">Features<\/h2>\n\n<p class=\"wp-block-paragraph\">When you buy a new car, you look at all the features included to see if it solves for your needs. There is no reason why you shouldn\u2019t be doing the same thing with an ESP.\u00a0Sure, any ESP can help you send email (I hope). But what else can they do for you? Just like having a drop-down DVD monitor for your kids while you drive creates a great experience, an\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/email-validation\" target=\"_tabs\" rel=\"noopener noreferrer\">email validation\u00a0<\/a>service\u00a0that ensures you are capturing valid email address from the start is a must-have to create a great experience.<\/p>\n\n<p class=\"wp-block-paragraph\">If all you can do with an ESP is send messages \u2013 and you don\u2019t really get much else \u2013 you will be left feeling like you have to do it yourself to get it right.<\/p>\n\n<p class=\"wp-block-paragraph\">At Mailgun, we offer things like the aforementioned analytics and email validation service, but also features like\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/rapid-fire-throughput\" target=\"_tabs\" rel=\"noopener noreferrer\">Rapid-Fire<\/a>\u00a0in case you need to send millions of messages REALLY fast, and\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/inbound-routing\" target=\"_tabs\" rel=\"noopener noreferrer\">Routes<\/a>\u00a0to handle and parse incoming messages.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p class=\"wp-block-paragraph\">As you can see, that\u2019s a lot of things to consider when making an educated business decision like choosing an ESP. But if you have an idea of what to look for, you\u2019ll be much more successful at cutting through the noise and focusing on what\u2019s going to be the right fit. I hope this information will help you in your search, and if you have any questions on this please let us know. Whatever you do, don\u2019t fall for the 100% deliverability guarantee!<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\"  aria-labelledby=\"banner-block-block-2fc394ce2014c74f59eb3bc67085766d\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Let&#8217;s talk email            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block-2fc394ce2014c74f59eb3bc67085766d\">\r\n                Learn about our deliverability services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">See what you can accomplish with the world&#x27;s best email delivery platform and experts at your disposal.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/contato\/vendas\/\"  class=\"btn btn-secondary\" >Talk to an expert today<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Escolher um provedor de servi\u00e7os de e-mail \u00e9 um cabo de guerra mental: mas aqui est\u00e3o as coisas que voc\u00ea precisa saber antes de tomar a decis\u00e3o final. Leia mais&#8230;<\/p>\n","protected":false},"author":20,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-20694","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O que realmente importa na hora de escolher um ESP - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Escolher um provedor de servi\u00e7os de e-mail \u00e9 um cabo de guerra mental: mas aqui est\u00e3o as coisas que voc\u00ea precisa saber antes de tomar a decis\u00e3o final. 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