End user

In the email ecosystem, an end user is the individual recipient of an email message – the person who reads (or ignores) the email, clicks links, reports spam, or unsubscribes. 

End users are not always the customer of the sender. For example, a SaaS platform might email its customer’s users; an agency might send email on behalf of a brand. Regardless of the relationship, inbox providers evaluate sender reputation based largely on how end users engage with messages. 

Understanding end users helps senders: 

• Segment lists for better targeting 
• Personalize content for stronger engagement 
• Respect consent and preferences 
• Reduce complaints and improve deliverability