- April 16, 2018
- Posted by: vmayo
- Categories: Email Marketing, Transactional Email
In the increasingly dynamic digital world, brands compete for their audience’s attention in every space, particularly through Email Marketing Campaigns. So companies will have to look for new ways to improve their email marketing operations and optimize their ROI with SMTP Service.
When considering long-term strategies many email marketers don’t consider using more than one email delivery system, but it can have many advantages.
The Case for Multiple SMTP Service Delivery Systems
Today it is easier to manage more than one email delivery system, thanks to Email Marketing platforms with built-in integration to multiple email relay or email SMTP service.
So why should you consider having multiple delivery systems at your fingertips? See how this strategy can improve Email Marketing performance and ROI for your company.
Increase Profits Margins Based on Audience Value
Using multiple email delivery vendors offers the unique ability to increase profits for your most engaged and profitable audiences. Professional marketers will typically employ some high-end ESP or SMTP service vendor for their Email Marketing operations. Such systems also come with a higher price tag.
Savvy marketers will, for instance, add Amazon SES as an additional vendor to their delivery arsenal. It is a top-tier email delivery platform, with an attractive low-cost pricing model. The only caveat is that Amazon SES has a very strict bounce rate policy.
Divide and Rule Acquisition and Retention
Professional Email marketers separate their Email Marketing acquisition from their retention operations. In Email Marketing, the best practice for this is to manage each operation on a different IP.
So the SMTP Service system you choose should offer the ability for you to use and choose different IPs for these different operations, as you don’t want any reputation issues that may arise via acquisition to impact your retention operations and vice-versa. Often delivery systems will offer sub-accounts to manage these separate Operations.
While having multiple delivery systems available may seem redundant, redundancy is exactly what email marketers want to have. When one system is experiencing a temporary outage or some other operational issue, the ability to easily switch Email Delivery systems and continue your Email Marketing operations becomes invaluable.
Optimize Costs and Deliverability of On-Premise Systems
Some email marketers run their operation using an on-premise SMTP Service, that over the years they’ve integrated into their CRM and tweaked over the years, to provide them with the good deliverability they require.