Understand relay functionality and master email marketing

Although some marketers are calling email communication a relic of the past, it remains a primary method of communication for most.

18, 2021

Read for 5 minutes

Opinions expressed by Entrepreneur Contributors are their own.

Although a number of people and organizations refer to email communication as a relic of the past, it remains one of the most common methods of communication. In 2019 alone, 293.6 billion emails were sent and received worldwide every day. Despite the surge in popularity of social media and messenger apps, advertisers swear by email for a variety of reasons. At the top of the list is ROI: According to 2019 DMA studies, the average ROI is $ 42 for every $ 1 spent on email marketing. As a result, a number of methods have been used in email marketing over the years, including personalization, segmentation, and automation. Non-tech marketers, however, may be missing out on a tool that helps significantly with email deliverability – the Simple Mail Transfer Protocol (SMTP) Relay.

Once you understand relay functionality, email limits and costs are a thing of the past. The SMTP relay feature helps your business go beyond the basic functions of email and offers more opportunities to improve your email marketing efforts. It's by no means a new tool, but it's an under-used one and could mean the difference between a seamless and inefficient campaign.

Related: How To Use Email To Market Your Small Business

The benefits of relaying and mastering email marketing

Essentially, an SMTP relay ensures that emails are delivered to different domains using the SMTP servers that aid the process by delivering emails to their specific destinations. This plays a crucial role in reaching potential customers and even customers, because without an SMTP relay service, modern mass email campaigns would not be possible. In addition to the targeted delivery of e-mails, the following advantages of sensible use of the SMTP relay are:

  • That saves time and money. With an SMTP relay, a company does not have to set up and operate its own e-mail server. All you have to do is compose the emails and the relay prepares them and sends them from your server to the recipients. This is very valuable for companies that send thousands of emails every day.

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

  • It protects an organization's IP reputation. Business reputations, especially online first-line businesses, largely depend on their IP reputation. If an organization's IP address is blocked by a system for any reason, it can affect relationships with customers and prospects. An SMTP relay service helps in this regard by minimizing the chance that spam will be transmitted from your server or that bulk e-mail will be mistakenly marked as spam.

  • It removes the email limits. Email clients and webmail providers try to prevent spam by limiting 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 email delivery platform to bypass this limit. These platforms offer their own SMTP relay service that allows businesses to easily send large volumes of email.

  • It provides insights through analysis. Sending out bulk email can be very difficult to track, and most SMTP relay services only provide basic reports that focus on email deliverability. However, for ease of maintenance and tracking, email service providers have gone above and beyond to help companies improve and improve their email marketing campaigns. Combining an SMTP relay with an email service platform gives the best results as it helps ensure that your emails are targeted, deliverable, and relevant to your audience. Some vendors even go so far as to automatically add link trackers to every email they send, so businesses can monitor emails opened and clicked through. This provides more insightful and valuable metrics and KPIs than just determining whether or not emails were successfully delivered to their intended recipients.

Related: How Often Should You Send Marketing Emails?

Make email marketing efficient again

An SMTP relay can be set up in-house if you know how to do it, but it can be a lot more when you combine it with a modern email marketing platform. In addition to deliverability, you also get access to advanced email features and metrics that you can use to power your marketing efforts – and your business. Ultimately, this powerful combination will do the heavy lifting for you, so 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 only be the missing piece in the "Make your customer happy" puzzle.

21 Posts Related to Understand relay functionality and master email marketing