A sure fire business model for senders and ESPs

For companies who are sending mail on their own behalf

1. Create and send a message that recipients look forward to receiving
2. Send that mail technically correctly, such that it causes no problems at the recipients ISP

For ESPs, sending mail on behalf of others

1. Find (or develop) a customer base who create and send messages that recipients look forward to receiving
2. Send that mail technically correctly, such that it causes no problems at the recipients ISP

That’s it, really.