{"id":24151,"date":"2022-12-16T23:40:10","date_gmt":"2022-12-16T23:40:10","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/16\/customer-onboarding-recommendations-for-isvs\/"},"modified":"2022-12-16T23:40:10","modified_gmt":"2022-12-16T23:40:10","slug":"customer-onboarding-recommendations-for-isvs","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/16\/customer-onboarding-recommendations-for-isvs\/","title":{"rendered":"Customer Onboarding Recommendations for ISVs"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/sendgrid.com\/wp-content\/uploads\/2022\/12\/Customer-Onboarding-ISV.png\" loading=\"lazy\" \/><\/p>\n<div data-swiftype-name=\"body\">\n<p><span style=\"font-weight: 400;\">If you are an independent software vendor (ISV) that integrates your communication platform with <a href=\"https:\/\/sendgrid.com\/solutions\/email-api\/\" target=\"_blank\" rel=\"noopener\">SendGrid APIs<\/a>, this post is for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enabling many customers to operate email programs concurrently is a complex task and you are in good hands with Twilio SendGrid. Our experience working with some of the world\u2019s largest volume ISVs has taught us a few things about how ISVs can onboard customers for success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, I\u2019ll present a framework that will help you avoid common pitfalls and institute internal processes to get your first customers up and running efficiently.\u00a0\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">An ISV customer onboarding framework<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If your customers are successful, your platform will be too! Every ISV platform is different, and your customers may have different requirements and demands, too. Having a consistent approach to customer onboarding will <\/span><a href=\"https:\/\/sendgrid.com\/blog\/spamhaus-listing-increases-explained\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">reduce problematic sending practices<\/span><\/a><span style=\"font-weight: 400;\"> that can hinder and harm your business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below is a suggested framework on which you can build when designing your product features and services.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Phase 1: Vetting your customer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When customers use your platform to send email, you share their success and their challenges. It\u2019s especially important to ensure that your customers use your platform to send wanted and well-orchestrated email campaigns, so that you build and maintain a good reputation for your IPs and your overall platform.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We recommend building the following steps into your customer onboarding process when vetting a customer\u2019s readiness to start using your platform to send email.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vet your customer\u2019s business legitimacy using documentation proof<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand your customer\u2019s sending volume and history<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand what types of emails your customer is sending<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your customer has double opt-in implemented<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your customer is not using a purchased database of contacts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your customer is not using any scraped email contacts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your customer\u2019s sending does not violate your and <\/span><a href=\"https:\/\/www.twilio.com\/legal\/service-country-specific-terms\/email\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SendGrid\u2019s terms and AUP<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your customer is using an email sender domain that is representative of their business entity and website domain. Using an unrelated email sender domain may indicate an intention to spam or send emails unrelated to their business use case<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If necessary, have a conversation with your potential customer and clarify why an unrelated sender domain is going to be used on your platform<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your customer has <\/span><a href=\"https:\/\/sendgrid.com\/blog\/building-your-business-case-for-an-email-sunset-policy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">sunset practices<\/span><\/a><span style=\"font-weight: 400;\"> in place and is not sending to inactive addresses. Sending high-volume to inactive addresses at a high-frequency is considered spamming and can likely impact deliverability and reputation of SendGrid\u2019s IP(s)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Check if your customer\u2019s domain is currently being blacklisted<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Phase 2: Verifying your customer\u2019s sender domain<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A verified sender domain is a prerequisite for sending email as it signals to inbox providers and recipients that your customer\u2019s email can be trusted, ensuring that the emails are delivered as expected. Follow the instructions below to ensure that your customer\u2019s domains are ready to go.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Work with your customer to <\/span><a href=\"https:\/\/docs.sendgrid.com\/api-reference\/domain-authentication\/validate-a-domain-authentication\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">validate their email sender domain<\/span><\/a><span style=\"font-weight: 400;\"> with SendGrid<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If a customer domain cannot be verified for various reasons, you may use your verified domain to send on behalf of your customer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You may use <\/span><a href=\"https:\/\/docs.sendgrid.com\/ui\/sending-email\/sender-verification\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">single sender verification<\/span><\/a><span style=\"font-weight: 400;\"> but it is recommended to only use this for low-volume sending and testing purposes<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Phase 3: Vetting email content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We recommend that you take time to feel confident in your customer\u2019s plans to send email that meets their stated business goals and that their audience in theory wants to receive. There is some art and some science to this step. In our experience, seeing examples of your customer\u2019s planned communications and ensuring that they have an understanding of <\/span><a href=\"https:\/\/sendgrid.com\/blog\/email-deliverability\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email deliverability <\/span><\/a><span style=\"font-weight: 400;\">will greatly improve outcomes for you and them.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Phase 4: Piloting your customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As new customers are cleared to start sending, we recommend that you give them a chance to warm up before they hit their largest volumes. This period gives you time to see how your system is working for them and for them to more safely get comfortable with your platform. If challenges arise at this time, it will be easier to adjust course at this stage.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Design your product to enforce daily sending restrictions for new customers to prevent abuse<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">View every new customer as an unknown entity and let them show you that they are good actors during this trial period<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If free-form content is allowed on your platform, sample the email content so as to verify they are adhering to acceptable use\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Phase 5: Using IP pools<\/span><\/h3>\n<p><a href=\"https:\/\/sendgrid.com\/blog\/ip-pools-all-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">IP pooling<\/span><\/a><span style=\"font-weight: 400;\"> is an essential tool for ISVs who are managing many different email programs simultaneously. We recommend that you take time to understand and establish IP pools with good sending reputations. From there, you\u2019ll be ready to assign customer mailstreams accordingly.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand your customer\u2019s sending profile and use IP pools to optimize your IP costs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Design your IP pool strategy and verify <\/span><a href=\"https:\/\/docs.sendgrid.com\/ui\/account-and-settings\/how-to-set-up-reverse-dns\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">rDNS records<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Start with good high-volume senders as the bulk of your customer base. Starting with bad<\/span> <span style=\"font-weight: 400;\">senders makes it difficult to build up the reputation of the IP pool<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Phase 6: Monitoring your IP pools and customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The truth is that some of your customers at some point may end up in hot water in terms of their sending reputations. The good news is that with good monitoring, you can catch the problems as they materialize and before they spill over into other IP pools. Follow the actions below and you should be ready to capture and contain poor sending results.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/sendgrid.com\/blog\/email-experts-twilio-sendgrid-event-webhook\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">event webhooks<\/span><\/a><span style=\"font-weight: 400;\"> to monitor event data and make IP pooling allocation decisions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand how each customer\u2019s email sending is performing on a daily basis<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use the <\/span><a href=\"https:\/\/docs.sendgrid.com\/ui\/analytics-and-reporting\/deliverability-insights\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Twilio SendGrid Deliverability Insights<\/span><\/a><span style=\"font-weight: 400;\"> dashboard to monitor for blocks, spam reports, and invalid emails; take appropriate action with your customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If your customers have recurring bad sending results that lead to blocked domains, quarantine them into a bad sending IP pool or use separate IPs for them<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Phase 7: Engaging your customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many problems that could arise when your customers are operating their email programs can be prevented or mitigated through proactive support and training. The following practices can help your team build internal knowledge and develop positive relationships with your customers.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have an outreach program to manage customer performance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify customers who display undesirable<\/span> <span style=\"font-weight: 400;\">sending behaviors and give them extra support<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Train your account team and CSMs to engage your customers to enable best practices<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Phase 8: Continuous governance<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You would obviously like to avoid it but despite all of your best efforts some customers may not comply with the positive sending behavior that you need for them to operate on your platform. The following steps may help your team stay on top of your sending policies and enable your team to respond when escalations arise.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure you continue to enforce your policies with your customers throughout their lifecycle with your platform<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Design an escalation policy for restricting customer\u2019s sending volume if they do not adhere to good sending practices<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have an end-of-service policy for when to suspend or ban a customer from sending emails on your platform if a customer\u2019s sending behavior continually violates your terms of service without recourse<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Twilio Professional Services can help<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Running an ISV email platform is complex and it can help to have experts by your side. Twilio Professional Services has a team of seasoned email experts whose knowledge ranges from building scalable email applications to email deliverability and email program management. We love ISVs!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your team would benefit from guidance while you build and operate your ISV email program, <\/span><a href=\"https:\/\/www.twilio.com\/en-us\/professional-services\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">reach out to Twilio Professional Services<\/span><\/a><span style=\"font-weight: 400;\"> to learn more. 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