Sending transactional email is often perceived as easy, but it requires more than just connecting an ESP and sending emails. Due to the prevalence of spam and phishing, internet service providers are increasingly cautious, and ensuring fast delivery to the inbox is crucial for businesses that rely on transactional emails. Delayed or missing emails can result in lost sales, support costs, and damaged reputations. Email service providers' financial incentives often lie with quantity rather than quality, leading them to focus on generating revenue from bulk campaigns rather than delivering high-quality services. As a result, customers are often unaware of the true impact of delayed emails on their business. It's time for email service providers to prioritize transparency and become more open about their deliverability rates, delivery speeds, and performance metrics.