Imagine the following scenario: you run a small business or organisation whose employees communicate with each other and with a small customer base primarily over e-mail. As long as the volume of individual messages is comparatively low, there is no reason why all correspondence should not be handled by a large webmail provider.
However, the situation is completely different when the size of your company and the amount of e-mails gradually increases. To counter the daily flood of spam, most internet and e-mail providers cap the number of messages that can be sent per day. Bulk mail, newsletters, and automated transactional messages like order confirmations to thousands of recipients need an affordable, scalable, and reliable shipping platform that meets the specific needs of a growing business.
One option is to set up your own SMTP relay server. However, if you use your own hardware for the mass of external e-mails, the large amounts of data are detrimental to bandwidth and can hinder internal peer-to-peer correspondence. Another disadvantage is the acquisition costs and the large amount of work involved in server administration. In addition, e-mails from external SMTP relay servers are often classified as spam. The same applies to those with dynamic IP addresses.
Due to these restrictions, many companies prefer a professional SMTP relay server that operates its own server for forwarding e-mails. Mailing packages from providers like mailjet, sendinblue, or turboSMTP are specialised in handling large e-mail volumes, are scalable in their price model depending on the volume of messages, and generally have an impeccable reputation with internet and mail providers, as they work closely with them. After you have set up the respective service, you can use your e-mail application (like Microsoft Outlook) to send and receive messages as usual.
In addition, many SMTP relay services offer additional features like a reporting function. By automatically inserting a link tracker into the body of each e-mail, the provider’s SMTP relay server can collect economically valuable data like open, click, and bounce rates, as well as feedback on the sending process or your newsletter (e.g. spam complaints or subscription cancellations). When properly interpreted and used, this information can serve as a basis for the adaption and modification of your e-mail marketing campaigns.