What you need to know about SMTP relay for email marketing

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As small internet businesses and organizations grow, so does the number of their customers. While it is a must to stay connected to customers and reach out to more potential clients to ensure further business growth, this can be hard to do by using standard email services.

This is because standard email services have a sending cap for ordinary email addresses. For example, Gmail puts a 2000 emails per day cap on standard email addresses. By using an email relay service such as the Simple Mail Transfer Protocol (SMTP), sending caps to go beyond 2000 emails per day.

Depending on which SMTP relay service a business uses, sending caps will also differ. But they are all the same – they help companies to reach out to the hundreds of thousands of customers and even millions per day. Find out what SMTP relay is, how it works, its benefits for businesses, and things to consider before using one service.

SMTP Relay: What Is It And How Does It Work?

SMTP relay is an email transfer protocol that uses third-party mail servers in delivering bulk emails to recipients. It works this way: The SMTP relay server retrieves copies of email campaigns from the device, domain, or IP address of the email sender.

Those copies of email campaigns are then stored in the SMTP relay server and sent to the intended recipients’ mail servers. The recipients’ mail server is then in charge of delivering the email campaigns straight to the recipients’ inbox.

Think of SMTP relay as the standard postal system where the SMTP server is the post office.

Why Is SMTP Relay Important for Your Business?

1. Enables High Volume Sending

Standard email services have a low email sending cap per day, week, or month. SMTP services mostly do not have these low sending caps. By using an SMTP relay service, you get to stay in contact with your existing customers while reaching out to more potential audiences.

2. Avoids Delivery Issues

Emails can get rejected and blocked for no apparent reason. This can cause numerous hassles for businesses, especially with transactions of high importance. Trusted SMTP relay services ensure that all your business emails arrive in the inbox of your intended recipients according to schedule by working to resolve delivery issues as soon as possible.

3. Prevents Spam

Sometimes the cause for emails being rejected is that they contain spammy content. SMTP relay services warn the email sender that a subject line or word in an email appears spammy in nature and suggests a revision of a better email marketing template before delivering the email.

4. Protects the Email Sender’s Reputation

Using your domain, IP, and email address for sending large volumes of business and marketing emails from the get-go can cause it to be blacklisted. And once a business’s IP address is blacklisted, healthy relationships with prospective clients can be ruined. You must first build and improve your sender’s reputation first before sending bulk emails.

Because SMTP relay prevents emails from being labeled as spam and spam sending spam from the IP address and domain, the email sender’s reputation using SMTP relay services will remain clean.

Tips On Choosing the Right SMTP Service

1. Consider the Available Features

It’s essential to have real-time analytics and reporting features in your SMTP service to monitor how well your campaigns are faring after being sent. There are also times when your messages are bounced, sent to the spam box, or blocked.

If your SMTP does not report these negative rates or issue a warning, you might continue sending spam email campaigns, which could ruin your business IP’s reputation. The reporting feature allows you to fix what’s wrong with your campaigns and ensure continuous high email deliverability rates.

However, you must also strive to make your emails very effective so that they’ll reach your recipients’ inboxes while ensuring that they will be read.

2. Note the Ease of Use

Some SMTP services are complicated to operate. If you are an email marketer with no programming background, an SMTP service with a user-friendly and simple to use graphical user interface (GUI) is your best choice.

You also want to choose an SMTP relay service that’s easy to integrate into your website or app if you have an app or domain for your business.

3. Level of Support

SMTP relay services can experience downtimes and other deliverability problems that aren’t caused by you. Check to see if they have a customer support line that’s ready to help you eliminate these problems.

4. Reputation of the Relay Service

There is no use in employing SMTP relay in your email marketing endeavors if your campaigns still end up in spam boxes. This problem is commonly experienced by email marketers who are using new SMTP relay services.

So choose an SMTP relay service that has an established high reputation among leading internet and email services.

Final Thoughts

SMTP relay services are a must-have for businesses, especially for those with growing customer pools. Not only do they give businesses the means to reach out to more people, but they also protect the reputation of the brands’ IP addresses in the digital space.

If you notice that your mailing list is growing, you must start using SMTP relay services to keep in touch with your existing customers while reaching out to potential leads. And if you want to get the most of your email marketing investment, aim to achieve a high return on investment (ROI) rate by making all of your email campaigns reach your recipients’ inboxes. Using SMTP relay services will help you with that.

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