An SMTP (Simple Mail Transfer Protocol) server is used to send emails from one server to another. We use SMTPs through service providers such as Gmail, Yahoo, 10 Minute Mail and Outlook for our daily communication needs. They ensure that your messages go through and are sent to your recipient’s inbox and not their junk mail folder.
Standard SMTPs are suitable for the average consumer, but they won’t suffice for businesses that need to automatically and reliably send high quantities of emails for transactional, communication and marketing purposes such as newsletters. This is where a professional SMTP service comes in.
There are many benefits to using an external SMTP service provider. In fact, for most businesses, they’re an absolute necessity. Here’s why you need one and how to choose the best SMTP server.
Why Your Business Needs an SMTP Service
One of the main benefits that come with using an external SMTP service is analytics. This is especially important for marketing emails. In order to improve the return on investment and effectiveness of your newsletters, you need to be able to see metrics such as open, click-through, and conversion rates.
Insead highlights the importance of marketing metrics here, emphasizing that no marketing strategy is complete without them. A good SMTP service will be able to provide useful marketing metrics in real-time.
Another important benefit is the delivery rate. Standard SMTP servers don’t always send emails to your recipients’ primary inbox. They can sometimes end up in their junk mail, which is obviously the last thing you want to deal with.
What Makes a Good SMTP Service?
A good SMTP service maintains a constant relationship with the most reliable ISPs. This ensures that they can offer the highest possible delivery rate for your emails. Customer support is another important factor to look out for. The best SMTP services will be available 24/7 to handle any requests or queries you may have.
Flexibility is perhaps the most important factor. Businesses of different sizes will have different needs when it comes to the quantity, frequency, and types of emails they need to send. Paying for a top-tier plan when you only need to send a few emails per day would simply be a waste of money, so look out for an SMTP that offers a plan that suits your needs.
Choosing the Best SMTP Service
The best SMTP services offer comprehensive compatibility with other platforms, such as OptinMonster, Google Analytics, Salesforce, and any other service that you would want to integrate with your email operations. If you’re just starting out, look out for an SMTP service that offers a free pricing plan.
This limits you to a certain number of emails per day or per month, but you’ll still have a good idea of what to expect from an SMTP service. As The Media Online reports, “email marketing is still the most effective way to build customer relationships,” so having the right tools is key to your success.
Whether you want to run an effective marketing strategy or a simple notification system, an external SMTP service is an absolute essential.