When a company or even a single marketer starts building an email campaign, the issue of its sustainability along with a smooth workflow inevitably arises. Many may consider this question as purely technical. And this is so at its core. However, the solutions facilitating this issue may vary. In the case of a small-scale campaign, the conventional “preventive measures” such as timely updated mailing lists and continuously tracked bouncing emails can be sufficient in order not to confront your local ISPs. It is just necessary not to exceed the number of emails per hour your internet providers allow to send through their mailservers. But in the case of the “industrial-scale” email campaigns when thousands of emails are to be sent on a regular basis, a different approach to a sustainable mailing workflow should be applied.

 

Recognizing SMTP servers

A dedicated SMTP server is an option capable of providing the sufficient level of reliability and efficiency to the email marketers when the active bulk mailing takes place. Actually, two different approaches to an SMTP server are available: using an own one and appealing to a 3-d party bulk email platform offering an SMTP server’s service. Both approaches have their particular advantages and drawbacks. The own SMTP server, for example, has no limitations regarding the number of emails. It can be important when a big brand with millions of customers arranges a huge email campaign. However, the vast majority of email campaigns are usually limited to several thousands of emails per month, especially when it comes to the transactional emails. Nevertheless, a large volume of emails sent within one hour is provided by SendPulse SMTP, for example. Thus, as is the case with the other numerous advantages the professional bulk sending platforms provide, the SMTP service offered by such an advanced bulk sending system as SendPulse is worth considering.

Anti-spam filters vs email campaigns

Despite a variety of the specific factors pushing marketers to use an SMTP server, the subscribers opted-in for a further consistent communication play a crucial role. They expect fast and proper reactions to their actions from brands. Especially it concerns the various transactional emails that should avoid the technical restrictions of mailing services such as spam filters and blocked domains. The general anti-spam objective of any popular mailing service comes to protect their users from an obtrusive unauthorized mailing. Therefore, an “excessive activity” from a particular IP address can be easily recognized as spamming. Indeed, hundreds of emails having the same content or at least the same objective line look suspicious. Besides, the efficiency of any email campaign is significantly compromised when emails appear in the spam folders of the subscribers who often delete such emails without checking.

 

Reputation matters

A marketer using a dedicated SMTP server can hardly avoid all possible limitations of the email providers. However, a complex of the inherent capabilities of such an approach can improve the deliverability of emails to a large extent. A sender reputation determines whether emails can be delivered to the subscribers’ inboxes or not in many cases. The primary feature improving the sender reputation is a dedicated spotless IP address distinguishing an initiator of the email campaigns from the rest. When a professional team of SendPulse continually monitor all dedicated IP addresses, the chance your emails appear in the subscribers’ spam folders is highly unlikely.

Genuine Authentication Technologies

In addition to a secure SSL connection empowering the reliable deliverability of emails regardless a particular application a sender uses, SendPulse offers two cryptographic methods verifying the authenticity of a sender. In order to prove that an email is sent from your company as well as from your domain both DKIM and SPF signatures are applied. When a server on the recipient’s end validates your emails, the credentials represented by the DKIM (Domain Keys Identified Mail) technology vouch for your messages. Hence, such endorsing of your image reduces the risk of blackmail filtering of your emails. A similar objective of the right authentication of a sender belongs to another applied technology – SPF (Sender Policy Framework). Thus, a cumulative effect of both technologies allows SendPulse to offer the email marketers a very effective toolkit for making their email campaigns almost invulnerable to the spam filters of the recipients’ servers.



Improving email campaigns with analytics

Even though the above-mentioned features provided by SendPulse can significantly improve the “armor-piercing” capabilities of the emails sent out through the dedicated SMTP server, an absolutely fail-safe campaign is hardly imaginable. That’s why every marketer is interested in figuring out what happens with all sent emails after all. It implies a certain degree of analytics provided through monitoring of each email campaign. The more statistics a marketer can get the better understanding of the results of an email campaign is possible. Such a statistics can include the number of the successfully delivered emails, the conversion rate of each campaign, the number of the cross-linked clicks of subscribers, spam reports, and many other errors and events happened with emails during each particular campaign. The analytics feature of SendPulse contains various data retrieved from the performed email campaigns. All the data is combined into the informative and easily comprehensible reports in the form of charts. Besides, a special automatic feature keeps the running list of unsubscribers relieving marketers from the operational routine.

Integration and API

In order to simplify the adaption of the dedicated SMTP server  by those marketers who use different mailing software, SendPulse supports integration with such programs as MS Outlook and The Bat. Although it requires a manual process of configuring of the SMTP server for the email clients, the sequence of action is quite simple allowing marketers to perform it without having to deal with programming. The integration is not limited to those two popular email sending programs, by the way. It is possible to integrate the SendPulse SMTP server with even highly customized CRM and CMS systems via API. The full API documentation is available on the SendPulse website. The functional flexibility of the service covers such popular technologies as PHP, Python, Java, and the others. It means that a vast variety of different online platforms can be empowered with the efficient and highly scalable SMTP server from SendPulse allowing marketers to arrange email campaigns from their own dashboards.

Conclusion

Once the contemporary email marketing is recognized as one of the most efficient and profitable means of bringing high ROI to brands, an ability to execute large-scale campaigns is crucial for marketers. In order to provide the smooth and sustainable workflow of every email campaign without confronting the local ISPs, such an “industrial” approach to email marketing as SMTP server is worth considering. The comprehensive SMTP service from SendPulse provides a high deliverability of emails since the advanced cryptographic technologies of a sender’s authentication such as DKIM and SPF along with dedicated IP addresses and SSL connection are applied. The advanced analytics feature available at the SendPulse SMTP service collects abundant statistical data in order to provide marketers with illustrative reports. The capabilities of integrating with such email clients as MS Outlook and The Bat along with the API allowing to integrate the SendPulse SMTP server with various custom CMS and CRM systems offer marketers numerous opportunities of creating advanced email campaigns from their own dashboards.

 

 

 

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