Bulk email has a bad reputation because of some bad actors, but it is very effective customer engagement strategy for your business if done right. But make sure that you use the correct tools, collect your own opt-in mailing lists, etc. It’s important to not cut corners.
Many startups use a “consumer” email provider like Gmail or Office 365 as their bulk or marketing email service. But I wouldn’t recommend that practice, but instead use a designated business bulk email provider for the following reasons below…
Consumer email is designed for low volume email sending. These consumer email providers are sensitive to potential misuse by businesses and if they suspect problems, they may suddenly limit your outgoing email.
But on the other hand, bulk providers like SendGrid.com specialize in bulk emailing. Therefore they are much less likely to throttle your email campaign. Sendgrid is also known in the industry and work with end-user email services to ensure that your mail keeps flowing.
Your customers’ email providers use your email server’s identity to decide whether to deliver your emails. Bulk email service providers can provide you dedicated IP addresses for a solid reputation.
Bulk email providers also automatically manage your mailing-lists via “Suppression Lists”. Which means they remove users who would like to be removed from your mailings. That’s a great thing because this protects your reputation and is a legal requirement at times.
Another advantage bulk email providers have that relates to deliverability is that they use networks and servers which expand to handle large volumes, even 100k or more emails in one blast.
Build service providers also track your campaigns. This includes your email open rates, message throughput, reputation numbers, and more.
Bulk email providers would know about the CAN-SPAM act and its requirements, the new European GDPR regulations, and email marketing best practices in general. Avoid legal headaches.
Offer simple unsubscribing and suppression. Use SPF, DKIM, and DMARC validation to help keep you off email blacklists.
Here at LaunchMyStartup we help startup entrepreneurs choose the right IT options. Contact us to find out more about how we can help you reach out to your customers.