Email Marketing: Should You Go for Custom Infrastructure or an Email Service Provider?

It’s common for techies to want to do it themselves. This is natural and feels normal to them. However, it’s also the case that many techies will want to code their way to a solution regardless of better options available and this is usually a mistake. Overcomplicating simple tasks making them more time-consuming is not the best idea when it comes to delivering emails on a regular basis.


It makes it problematic when a simpler, somewhat automated solution that can be up and running almost immediately would suit their purposes (especially from a business perspective) much better. Sometimes, techies have to get out of their own way!

List Management Features

Trying to implement complicated list management when starting from scratch is difficult. Even if you’re planning on installing a custom email solution on a live server or even running email from a home server over an ISP, the truth is that it’s going to be an uphill battle.

It makes more sense to use existing list management built into an email service providers’ features set than try to do it on your own. Whether coding a solution by hand or trying to get third-party software to work as intended, lists need careful management, so you don’t make a mistake and lose subscribers. It’s just not something you should leave to chance.

Avoid Email Volume Difficulties

Whether trying to use customer email software on a web server or running software from a home PC, it’s more than likely that you’ll hit hard limitations soon enough. These are restrictions on how many emails can be sent every hour (or day).

The typical web host is not set up to send out volumes of email and will call an account into question when it is discovered. They also have strong spam filters to prevent mass emailing too. Even online email services like Gmail have restrictions on how many emails can be sent from a Gmail account without all getting marked as spam.

Using an email service provider, they’re already set up to deal with these very issues. Their internet connectivity providers know the service they offer and understand that large volumes of emails both sent and received will pass through their service. This clears the way to keep in touch with customers and subscribers without hitting digital roadblocks.

To get a better idea about the comprehensive services that dedicated email providers offer, check out the information on the SendinBlue blog.

Track Email Better

Most email service providers offer clever tracking features. These allow you to determine what emails are being received and opened, and which aren’t.

This is useful to not only visually see how successful your email campaigns are being but also allows you to trim your email list of the dead wood later. This is done based on which subscribers haven’t opened an email from you in the last six months. Being able to do this reduces potential email that could be marked as spam, which keeps your list cleaner for higher delivery rates.

While custom infrastructure is always interesting to a techie, the reality is that there are many advantages to going with an email service provider. It’s simpler, faster to get up to speed, and has numerous uncomplicated features out of the box.

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