So, thinking about starting up an ESP ( email marketing service provider ) business itself a challenge if do not understand deep internals to build and manage email server infrastructure?
Is it a big deal ? Of-course not a big deal !!!
We are going to cover most important points need to be considered for building and managing an ESP business. It is always important to know what goal we are trying to achieve in terms of customer acquisition and volume growth before planning for email marketing business.
Required software tools
Could based injector or application
Cloud based application or injector is used for hosting customer and providing them a user friendly front-end to upload list and send email campaign. Many famous application are available which can use for injector. Before considering any cloud based email application you must ensure about feature richness and easy integration with any SMTP server. It must have auto bounce and spam complaint processor to clean user list.
SMTP Server / MTA
For building an email marketing infrastructure, most important back-end resource is MTA ( message transfer agent ) or SMTP server which are responsible for final delivery of any email. There are many opensource and commercial SMTP servers or MTA software are available and offer many highly required features. Choosing a MTA is completely depends on current and future volume growth and budget. We cannot say which one available is better and which is not. Every MTA has it’s own good attributes. However we always suggest to go for MTA which works on low configuration and Linux based environment.
IP protocol / IP address
IP address is the root of any web communication over internet and play vital role when it’s comes for email communication. Healthy and reputed IP addresses is one of the key factor for best delivery of emails. There are 2 version of IP protocol available are IPv4 & IPv6. Both are necessary for your current and future infrastructure growth, however IPv6 is not a mandatory for current need but will play vital role in future.
Bounce and spam complaint handling server
Bounce and Spam complaints handling servers are basically an email receiving server equipped with smtp ( to receive email ) , POP/IMAP ( to connect with bounce process script ) protocol. This is the most important factor and use to clean email list every time anyone is sending campaign. It is a fact that every time when we send out email campaign on list, some of mail addresses are not available and do not want to receive mails from sender and submit spam complaints. This way processing of bounce and spam would keep safe and protect our email routing infrastructure to being flagged as bad source.
A Higly Skilled Technical Team
Over all above important factors, A technical team to manage this whole system plays always an important and vital role. You can or may be get trained to your internal team to manage this whole system or should outsource this task to some most experienced company like 171mails
Important task which must be managed by tech / delivery team are –
- Abuse complaints
- IP blacklist management
- Domain blacklist management
- SMTP level blocking management
- Up-time of SMTP server