Powering E-mail Supply for Software program Distributors


The need for companies to provide differentiated customer experiences online has opened up significant opportunities for software providers to break new ground in digital communication. Now organizations can use engagement platforms designed for specific industries, use cases, regions, and audiences to create unique ways to engage customers.

Some examples of these software solutions include broker email platforms, a salon-specific appointment booking tool, and Luma health, a company that provides healthcare providers with a multi-channel, patient engagement platform.

Software platforms like Klaviyo have developed innovative marketing solutions that companies can use to build brands and engage customers online. These solutions offer innovative ways to use email to create differentiated customer experiences. The problem is that sending email is difficult.

“The use of digital communication is crucial for customer loyalty and building an online business. By working with Twilio SendGrid, Klaviyo has been able to focus on developing innovative solutions rather than email delivery. ”- – Hongbin Yin, technical director of the email team at Klaviyo

To deal with the complexities of email delivery, software vendors often create solutions using email APIs managed by email service providers (ESP) such as Twilio SendGrid.

Choosing the right ESP for your software solution is important to ensure email gets to the inbox.

This allows developers to focus on creating creative solutions instead of managing the email infrastructure. At Twilio SendGrid, we refer to these partners as Independent Software Vendors (ISVs).

Choosing the right e-mail power ESP for your software solution is important to ensure that e-mail reaches the inbox. T.The question is, what should you look for in an ESP?

Find the right email service provider

The delivery of emails depends on the ability of your ESP to reliably scale with your solution. Not all ESPs are designed for software vendors, however, and this makes some tools better than others.

Learn how Twilio SendGrid works with software providers in the following video. Topics are covered such as:

  • What a software provider should look for in an ESP
  • Intelligent email handling
  • Message and data security
  • Scope and performance
  • Migration of expertise and software providers
  • Account architecture
  • And more…

Twilio SendGrid: Developed for ISVs by Twilio on Vimeo.

Do you want to read instead of see? Here are some key takeaways:

What should a software provider look for in an ESP?

There are three important things to look out for when making your decision:

  1. Architectural planning: Is the ESP reliable or prone to failure? What are the security guidelines? Are they transparent? What kind of APIs are there so that you don’t have to completely rebuild the wheel?
  2. Scale and speed: Will this ESP keep pace with the growth of your business (and your customers) with the volume of email you need to send? Can it provide a competitive advantage in terms of email delivery and processing speed?
  3. Expertise: Will your ESP help you with the migration and initial setup? Once the setup is complete, how will they work with you to help you and your customers succeed?

Why Twilio SendGrid meets the needs of most software providers

Twilio SendGrid was specially developed for software providers. From our APIs to our Expert Services team, everything is designed to make building, scaling, and maintaining your software solution as easy as possible.

API parity

Our APIs allow you to replicate all of Twilio SendGrid’s functionality in your own solution. For example, if you want to create real-time dashboards for sending statistics, you can use the GET statistics API endpoints.

Hybrid architecture

We host servers all over the world. So if ever a geographic problem occurs, we can fail over to the closest available data center. We only rely on hosting providers (mostly AWS) for a very small percentage of our architecture. We are largely self-hosted, which means we are not at risk of third-party issues.

Intelligent handling

Our email delivery is focused on maintaining and improving your reputation while sending. We perform automatic retry attempts. So if a soft error (e.g. blocks) ever occurs, your email will be put in a 72 hour retry period. We’ll automatically queue your emails to send your messages asap while respecting ISP limits. Finally, we have threat detection to determine when a problem is occurring so we can queue your emails accordingly to avoid penalties and reputational damage.


As the steward of your customers’ data, you are responsible for protecting them – and that means working with ESPs to keep your messages, accounts and data safe. Twilio SendGrid offers everything from authenticated APIs and account access to encrypted messaging and privacy to ensure your information stays safe.


Twilio SendGrid sends an average of more than 70 billion emails per month. On Black Friday 2020, we sent 5.8 billion emails in 24 hours with no service interruptions – that’s an order of magnitude you can trust. Our scalable API can easily handle 15,000 transactions per second, reducing our average delivery speed to 1.9 seconds.

Professional expertise and migration from software providers

To build your platform on Twilio SendGrid, you need a well-structured foundation – our experts will be happy to help. From authentication to IP pooling to troubleshooting The Expert Services team is ready to lean in and help you get the job done.

Would you like to partner with Twilio for your software solution? Check out ours Twilio affiliate program to learn more about how to become a Twilio Affiliate.

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