Here’s an uncomfortable question: What if your email platform isn’t the problem… you are?

In this episode of Email After Hours, Guy Hanson and Danielle Gallant sit down with deliverability expert Sella Yoffe to unpack one of the most misunderstood decisions in email marketing: choosing an ESP.

From misleading deliverability rankings to the myth that switching platforms will fix performance issues, this conversation challenges the way marketers evaluate ESPs altogether. Sella breaks down the reality of the shared responsibility model and where inbox placement isn’t dictated by your platform alone, but by how you use it.

The episode also dives into practical considerations like IP warm-ups, authentication protocols, and regional nuances, alongside a forward-looking discussion on how AI is reshaping the inbox.

If you’ve ever considered switching ESPs to “fix” deliverability, this episode will change your approach entirely.

What you’ll learn:

How the shared responsibility model impacts your inbox placement
Best practices for IP warm-up and building sender reputation
How authentication protocols (SPF, DKIM, DMARC, BIMI) influence trust and performance
What to consider when sending in different regions, including the Middle East
How AI is changing email marketing workflows and inbox dynamics

…and more!

About Sella Yoffe

Sella Yoffe is an email deliverability and marketing specialist, blogger and podcaster. He helps global brands, startups, agencies, and ESPs improve inbox placement and turn email strategy into measurable revenue.

With deep expertise in authentication protocols like SPF, DKIM, DMARC, and BIMI, Sela translates complex technical concepts into practical, actionable strategies. He is also the creator of the EmailGeeks.Show podcast and CRM.BUZZ, where he shares insights on the evolving “inbox economy” and how marketers can compete for attention and trust.

Drawing on years of consulting and industry research, Sela helps organizations move beyond basic compliance to build high-performing, trustworthy email programs that drive real business impact.

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Episode Highlights:

[01:35] A little icebreaker session with Sella Yoffe
[02:51] The changing ESP landscape And AIfFocus
[05:38] Debunking ESP deliverability myths
[08:12] Shared responsibility In dmail deliverability
[12:14] ESP migrations, warm ups, And deliverability strategy
[16:46] Best practices And common warm up mistakes during an ESP migration
[20:31] Regional email nuances In Israel And The Middle East
[26:21] Shortcut mentality And learning email marketing rules
[29:05] Navigating global crises with empathy in email marketing
[31:03] A bit of advice and final takeaways

Episode Resources:

Sella Yoffe on LinkedIn
Data Media Website