Influencing Email and Becoming a White Hat ESP: Why We Love M3AAWG


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best practice on blackboardBeing an email service provider (ESP) is a unique business model because we rely on proactively adapting to changes on the horizon. This information is often released slowly to the community.

M3AAWG (pronounced like blog) stands for the Messaging, Malware, and Mobile Anti-Abuse Working Group. This working group focuses on addressing the different types of messaging abuse, including:

  • Spam email
  • Abusive SMS and MMS
  • Viruses and Malware
  • Denial-of-Service Attacks
  • Botnets

M3AAWG strives to resolve messaging abuse through work and initiatives with industry collaboration, technology, and public policy. M3AAWG meetings bring together the gatekeepers of the inbox, blacklistings, and email gurus who change the face of messaging and email. SendGrid attends as many M3AAWG meetings as possible, and the best practices and industry insight we’ve gained as a result have been invaluable to us as an ESP.

SendGrid considers itself a “white hat” ESP, which means we’re very selective of the clients we allow to use our services and we enforce the use of email best practices. Clients can directly affect the reputation of an ESP. If an ESP doesn’t help their clients send wanted mail, problems can erupt which can disrupt deliverability and impact our reputation.

When SendGrid started, we were noobs when it came to white hat practices. Since attending M3AAWG meetings, we’ve been able to gain great insight about the issues facing the email industry. We’re now committed to utilizing the best practices associated with sending email, and making sure the senders using our platform are as well. M3AAWG has helped shape our vision and we’re better for it.

We have now worked with and gained the trust of some great email companies. In the case of the Gmail Feedback Loop, SendGrid managed to work with Google and enter their pilot program.

We love M3AAWG and the forward momentum it produces. By attending M3AAWG meetings, we’ve been able to learn great things about messaging and what the best practices are when sending email.

We work hard to provide all our clients with awesome apps, metrics, and deliverability rates so they can make the best email campaigns possible. To learn more about what it’s like to work with SendGrid, you can visit our Email Solutions page.


When Ryan is taking a break from saving the world from spam, you can find him doing backflips in the park, camping in the beautiful Rockies, and dancing like there is no tomorrow. Passionate to help people, Ryan is friendly and approachable.

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