Sending an email appears simple. You might be questioning, “Why do I want an email delivery service? Why should I worry about delivery?”
The first illusion to make is examining sending an email from your computer with transactional and bulk email. Let’s match the two situations:
Transferring Email From Your Computer
You sit at your desk, open up Gmail, and begin composing your emails to your colleagues, customers, and possibly a few family & friends mixed in. Also, the largest of these emails are in plain text, short in length (couple sentences to a couple of paragraphs), and maybe with an attachment or two. Even in a full day when you do nothing but reply to an email, you could be comprising at most a couple of hundred emails.
Forwarding Transactional and Bulk Email
You have a strong eCommerce web site online with thousands of orders every day. Certain things by a customer on your website appear in an email being created and sent to the customer, such as creating an account, generating a new password, an order confirmation, a shipping services. Let’s not forget the daily sales email you send every morning to customers who subscribed to that posting list. Any email that is a result of a customer action (such as setting an order) is a transactional email, every email that looks in a planned send on a detailed period is examined bulk email.
Why Is That Important?
“What’s a great deal?” you may ask. After all, sending an email from a computer and a website sending an order acceptance are the same thing! It all travels over SMTP (Simple Mail Transfer Protocol) and finishes up at the same address (defined by the receiving domain’s MX record within DNS). Just fire up some more SMTP servers and send more mail! What’s the most dangerous that can happen?
Really, there is a huge variety and the main reason is the people who post spam. ISPs (Internet Service Providers) are very protecting of their customers and don’t want them to get an unpopular email that the customer nevermore opted in to. Sending lots of transactional and bulk emails is very hard to do correctly without running the spam or junk folder due to the multiple and different rules and behavior that each ISP has for verifying what is a genuine email.
There is also the need to make up the infrastructure to support sending thousands, millions, or even billions of emails a day. You have to determine how to manage complex MTA configurations, how to spread email across many IPs, and disaster recovery.
What if you need analytics from your emails? Such as how many you send, how many were delivered, how many bounces, how many had complaints, or even how many emails were opened and links within the emails clicked?
Quickly there is an intact infrastructure and email team that you want to rent to correctly build your email infrastructure just to keep sending and providing proper analytics to your company’s marketing and sales teams.
The Need For Greater Deliverability
Sure, you can send millions of emails to your customers. But how do you secure the best outcome for them reaching the inbox? In addition, how do you explain each ISPs separating behaviors and quirks when an email is not hitting the inbox? How do you keep up on developing email authentication technologies? Such as SPF, DKIM, and DMARC that help make your email status?
Especially, a deliverability expert has become the common important portion of your email team. He/she knows all of the various ISPs and their various filtering behaviors and quirks, plus maintain contacts with these ISPs. Also. he/she knows best practices about sending rates, maintaining proper lists, and building the reputation of your sending.
Your deliverability specialist knows your email lists are opt-in (preferably double opt-in) and not sold to third parties. It isn’t about tricking the ISPs to accept your mail, it is sending the email the recipients expect to receive. Clearly, if the recipients (your customers) are expecting and want to receive your emails. While you follow best practices for sending an email, then your emails will hit the inbox.
The answer, in the end, is to choose the best email delivery service. That not only gets how to balance its infrastructure. As your sending needs go but understand deliverability. It can educate you on the best ways to increase your inbox placement.
The Best Email Delivery Service