Gmail’s limit of 500 emails a day might be the first reason you’d look for another way to send emails, but you might face similar limits with your own email server. Many shared hosting services will limit how many emails you can send per day, so you’ll soon have the same problem you would with Gmail or Exchange.
Even on your own private server, sending thousands of emails at once can be a technical challenge you’re not ready for or simply more trouble than it’s worth. That’s why you’ll find logos of popular companies of all sizes on transactional email sending services’ sites: it’s easier and often more efficient to use a service that’s solely focused on sending emails well.
If you’re running your own email infrastructure, sending out double or triple you’re a standard number of emails might mean you need a new server or significant developer time. Maybe you need to send 7 emails a minute, or 7 million a month. Either way, the email service will be ready for your load, with little to no work on your end.
Even if you’re running your own servers, and have the infrastructure to send the messages you need, there’s another catch with running your own email sending server: deliverability. You might technically be able to send emails on your own, but the chances of those emails showing up in your recipients’ inboxes are slim to zero.
Most email apps today strictly scan emails to eliminate spam, and one of the many things they use to weed out spam messages is the IP address that’s used to send the emails. They check against both blacklist IP addresses known to send spam as well as whitelists IP addresses known to be good in general. If you’re sending emails from a shared server, there’s a possibility your IP address is already on those blacklists.
If you have your own IP address, your mail still may get marked as spam if you’re not on a whitelist. If your site is not associated with a reputable or identifiable IP address and domain name, most email providers will mark it spam or not accept delivery.” You’ll also need an SPF or DMIK record, email validation tools that may be difficult to implement on your own but are included with most email sending services.
You could test your server first to see if your emails get marked as spam, but your test emails to your own address just might come through with the problems only showing up once you’re sending thousands of emails. Or, if your company’s the size of Google, it might make sense to get your own IP whitelisted. For everything in between, an email sending service makes the most sense.
Leveraging email deliverability tools seems like an unnecessary upfront cost and waste of time (especially if you are small or just growing your lists), but ironically this is when you need these services the most. There’s no point in sending emails that don’t get delivered, and there’s no point risking it when you’re just starting out and every email really counts.
Add deliverability onto the trouble of running yet another service one you’re likely inexperienced at managing and email sending services to start looking far better. But there’s also another reason to pick them: the extra features they offer.
Some Transactional email service providers like Deliver2inbox are barebones and focused only on sending emails and priced accordingly. But most others include advanced stats, notifications, filtering and more that let you do far more with your emails. With a bit of coding or just some clicking around in stats dashboards, you can accomplish amazing things.
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