Understand the relay function and master email marketing


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Although a number of people and organizations consider email communication a relic of the past, it remains one of the most common methods of communication. In 2019 alone, 293.6 billion emails have been sent and received around the world every day. Despite the growing popularity of social media and messaging apps, marketers swear by email for a number of reasons. Topping the list is its return on investment: according to a 2019 DMA study, the the average return is $ 42 for every dollar spent on email marketing. As such, a number of methods have been used in email marketing over the years, including personalization, segmentation, and automation. Non-technical marketers, however, may miss a tool that greatly helps with email deliverability – Simple Mail Transfer Protocol (SMTP) relay.

If you understand the relay function, the limits and costs of sending emails are a thing of the past. The SMTP relay feature will help your business go beyond basic email functionality and provide more opportunities to enhance your email marketing efforts. This is by no means a new tool, but it is an underused tool, and it could mean the difference between a transparent and ineffective campaign.

Related: How to Start Using Email to Promote Your Small Business

The advantages of the relay function and mastery of email marketing

Essentially, an SMTP relay ensures that emails are delivered to different domains by taking advantage of SMTP servers, which facilitate the process by delivering emails to their specific destinations. This plays a crucial role in reaching prospects and even customers, as modern mass email campaigns would not be possible without an SMTP relay service. In addition to helping with targeted email delivery, here are the benefits of properly using SMTP relay:

  • It saves time and money. With an SMTP relay, an organization does not need to configure and run its own mail server. All you have to do is create the emails and the relay will prepare them and send them from your server to the recipients. This is very valuable for businesses that send thousands of emails daily.

  • It guarantees correct delivery of emails. Due to delivery issues beyond your control, this well-crafted email may not reach the intended recipient and end up in the junk or spam folder. There is also always the likelihood that spam blockers will blacklist your address or IP. An SMTP relay service ensures that emails reach their intended recipients.

  • It protects the IP reputation of an organization. The reputation of businesses, especially online businesses, is largely based on their reputation for intellectual property. If an organization’s IP address is blocked by a system for some reason, it can affect relationships with customers and prospects. An SMTP relay service helps in this regard by minimizing the risk of forwarding spam from your server or mass e-mails falsely labeled as spam.

  • It removes email limits. Email clients and webmail providers try to prevent spam by placing limits on the number of emails you can send to different recipients each day. Companies that need to communicate with their customers and prospects en masse require an enterprise-level emailing platform to work around this limitation. These platforms provide their own SMTP relay service to enable organizations to send large volumes of email without a hitch.

  • It provides information through analyzes. Bulk email sending can be very difficult to track, and most SMTP relay services only provide basic reports focused on email deliverability. To make maintenance and tracking easier, however, email service providers have gone above and beyond to help businesses improve and improve their email marketing campaigns. Combining an SMTP relay with an email services platform will provide the best results, as it helps ensure that your emails are targeted, deliverable, and relevant to your audience. Some providers even go so far as to automatically add link trackers to every email sent, allowing organizations to monitor which emails are opened and clicked. This provides more insightful and valuable metrics and KPIs than simply determining whether emails were successfully delivered to their recipients.

Related: How Often Should You Send Marketing Emails?

Making email marketing effective again

An SMTP relay can be set up in-house if you know how to do it, but it can be so much more if you combine it with a modern email marketing platform. More than deliverability, you also have access to advanced messaging features and metrics that can help move your marketing efforts – and your business – forward. Ultimately, this powerful combination will do the heavy lifting for you so that you can focus on building your contact list and creating relevant content for your audience. Integrating the technical advantages of an SMTP relay with the ease of use and efficiency of an email marketing platform can be the missing piece of the “make your customers happy” puzzle.


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