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Choosing a SMTP Bulk Email Service for Email Marketing

Marketing isn’t only about crafting the perfect message—it’s about getting that message out to your current and potential customers. To make sure your marketing emails are actually reaching the people in your contact list, you need an email marketing tool that’s reliable and cost-effective.

When you send one-off emails, those messages typically route through your email service’s Simple Mail Transfer Protocol (SMTP) and through your email recipient’s POP3 server to land in his or her inbox. But when you’re sending mass emails, such as with transactional emails, marketing emails, or an email newsletter, getting from sent to received isn’t always so easy. Your email server likely has limitations on how many messages an email sender can push through each hour or day, and on the recipient side bulk email can get flagged as spam or blocked entirely. The bigger your email campaigns, the lower your delivery rate may fall.

That’s why choosing the right SMTP bulk email service is so critical for email marketing.

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ISPs and Custom SMTP Servers

Internet service providers often create email sending restrictions in order to control how much email is being sent at any given time. The goal here is twofold: ensure that all customers using their SMTP server have access when they need it, and prevent spam from being sent through their server. So while an ISP SMTP server might work when your email list is quite small, you may find that it becomes too limiting or restrictive as you juggle an increasing number of email addresses.

Some companies assume that if they’ve outgrown an ISP SMTP server, the next step is to create their own SMTP server. But building and maintaining an SMTP server can be a time-intensive task, eating up a developer’s time and requiring more additional servers than you currently have. A custom SMTP server also layers on more security and delivery rate issues.

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Benefits of SMTP Relay

Finding a reliable and well-known partner that offers SMTP relay can be the easiest and most cost-effective way to maximize your email delivery. With SMTP relay, when you hit send on an email campaign or a customer’s action triggers a transactional email, those email messages move through a third-party SMTP server to land in the customer’s inbox. There are numerous benefits to handling your bulk email with Mailgun’s flexible, powerful SMTP relay:

  • Dynamic queueing algorithms mean your entire mass email isn’t sent at once, but instead it’s timed for factors like recipient limits and IP address reputation. This ensures higher email delivery, as fewer partners block or flag your email marketing as spam.
  • Real-time email tracking and advanced analytics, including open rate and click-throughs, so you can evaluate email campaign performance
  • Detailed logs to diagnose email delivery failures
  • Increased deliverability features to reduce bounce rates and spam complaints
  • Inbound email parsing and routing
  • Email address validation services to improve your contact list
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