What is ESP matching & does it even matter?

With magnets, the same poles push each other apart. With ESPs it’s quite the opposite.

It may seem obvious when you think about it but Gmail likes Gmail. Outlook likes Outlook. Emails arriving to an email address of one ESP (Email Service Provider) from another email address of that same ESP have a higher chance of getting delivered to the primary inbox.

Why? Because it’s within one family - there’s trust and security there by default. We have just introduced ESP matching in Salesforge and today, I’d like to tell you all about how it works and why it matters.

But, before we jump in, I need your help picking out a name for my upcoming podcast (I know, even more spoilers):

Let’s dive in. What exactly is ESP matching?

ESP Matching is a process that aligns each lead’s email service provider (ESP) with a corresponding sending mailbox to improve email deliverability. In simple terms, if a lead’s email comes from Gmail, the system prioritizes sending the email from a Gmail mailbox; if a lead uses Outlook, an Outlook mailbox is preferred. This approach ensures that emails are delivered through the same ecosystem, reducing spam risks and increasing trust with the recipient’s ESP.

And here’s why it matters:

🔹 Better deliverability: ESPs (like Gmail, Outlook, Yahoo) are more likely to trust messages sent from their own ecosystem. Sending from a mismatched ESP can raise red flags and increase spam filtering.

🔹 Improved sender reputation: If too many of your emails land in spam, your overall reputation takes a hit. ESP Matching helps maintain consistency and protect your sender score.

🔹 Maximized sending capacity: Every mailbox has a daily sending limit. ESP Matching ensures that emails are distributed efficiently across your available mailboxes while prioritizing ESP alignment.

Now let’s talk about how it works in Salesforge

Step 1: Grouping mailboxes by ESP

Salesforge organizes your available mailboxes based on their provider (e.g., Gmail, Outlook).

Step 2: Matching the dead’s ESP

• If a lead's email provider is known, the system assigns the email to a matching mailbox (e.g., Gmail-to-Gmail).

• If no matching mailbox has capacity, emails are sent using alternative mailboxes that still have room.

Step 3: Optimizing sending capacity

Each mailbox has a daily limit. ESP Matching ensures that emails are distributed efficiently, so your campaigns run smoothly without exceeding capacity.

For example:

• Let’s say you have 50 Gmail leads and 50 Outlook leads.

• You also own 2 Gmail mailboxes (40 total capacity) and 3 Outlook mailboxes (60 total capacity).

• Salesforge prioritizes Gmail mailboxes for Gmail leads and Outlook mailboxes for Outlook leads.

• If a mailbox reaches its limit, remaining emails are assigned to another available mailbox.

ESP Matching ensures that your cold emails reach the primary inboxes instead of spam folders.

This keeps your sender reputation intact, maximizes deliverability, and optimizes sending capacity. Want to see ESP Matching in action? Start a free trial for Salesforge today and improve your cold email performance!