SMTP Hosting – Transactional, Marketing or Both?
If you are looking for a Transactional SMTP Server or Transactional Email Service, then you probably have an application that sends out either marketing or transactional messages and is searching for a host to relay these messages in bulk. Or perhaps you are sending both transactional and marketing messages and would like to find a single provider to handle your deliveries. If you’re not sure what type of messages you are sending but just know your requirement to send bulk mail, read on. Understanding what you’re sending and searching the right plan and provider for your types of messages will improve both your relationship with an SMTP service as well as your email deliveries. Transactional Email Service | Transactional SMTP Service
Emails that are “Transactional” in nature include customer alerts, notifications, receipts, invoices, and any other category of message that recipients would not consider to be advertising, marketing or in any way “commercial” in nature. Transactional Emails are not subject to the CAN-SPAM act, provided they are genuinely transactional messages and do not consist of falsified header information.
On the other hand, messages that are “Marketing” in nature include newsletters, promotional messages, advertisements and any message a recipient would classify as commercial. Marketing Mails are governed by the CAN-SPAM act and anyone sending marketing messages should understand and observe the points outlined by this law.
Both transactional and marketing messages are bulk in nature and should not be sent out on a regular email hosting server. In the case of transactional messages, this is not always right. If your email hosting provider does not throttle or rate limit messages, it is possible to send transactional messages in low volumes through a proper email hosting service. However, low volume is the key here, and the moment you exceed what a host considers to be low volume and are categorized as a bulk sender is when you need to look at a third party solution for your transactional sending. Transactional Email Service | Transactional SMTP Service
So if you’ve gotten this far, you can probably identify the type(s) of messages you are sending. If you’re sending newsletters, you’re in the marketing camp. If you’re sending order receipts, you’re a transactional sender. Because SMTP hosting (Transactional Email Service) plans generally come in these two flavors, transactional and marketing, knowing what kind of messages you are planning to send makes a variety of the type of SMTP hosting plan you select. Transactional Email Service | Transactional SMTP Service
Though transactional and marketing servers are both considered “bulk” in terms of the overall quantity of messages they send, the manner in which they relay messages and their relative queue sizes differ extremely. Generally, a transactional SMTP server has low queues and relays messages quickly. This is because of transactional senders relay in small batches, hundreds of messages at a time or even singly. Transactional SMTP Server is optimized for senders relaying small quantities steadily over time and, with relatively low queues, can quickly deliver messages. Transactional Email Service | Transactional SMTP Service
What this means for a sender is never to send Transactional and marketing messages out through the same server. Sending Transactional messages through a marketing server will result in slow deliveries of messages that might be timely in nature. Imagine waiting 2 hours for a password reset or an order confirmation. The opposite scenario, sending marketing messages to a Transactional SMTP server, will cause a queue bottleneck for legitimate transactional senders and slow down their deliveries.