Using mass emailing systems, aka MTA relays is a common practice for many companies today. Sending bulk emails lets you target multiple recipients at the same time. It’s the most used option for digital marketing as email is still one of the most successful vehicles for succeeding at mass marketing. The problem? Well that's the reason spam started: Billions of unsolicited messages (some of them fraudulent) filling in mailboxes of every user.
Companies like MailChimp, SendGrid, and Mailchannels are thriving by offering mass emailing services to a large number of businesses. Their services are cheap, and often they are free.
However, there is a problem here that many businesses forget: You need to use an MTA relay properly, or you risk being blacklisted or registered as a spammer.
With that in mind, we wanted to help you out by telling you how to use a mass emailing system properly. This article will teach you the necessary behavior for a company that is using an MTA relay.
How a Company Should Use an MTA Relay
Naturally, paying for a mass emailing service is the best way to ensure you're implementing your large-scale emailing efforts correctly. However, you still need to be aware of the proper practices to avoid ever getting blacklisted.
Make sure your links and attachments don’t look suspicious.
This is one of the easiest ways of getting blocked. If you're using links that lead to a questionable site, you will be blocked. If you’re using suspicious attachments that have strange titles or get people to download links, you will also be blocked.
Your emails shouldn’t have links in the subject line, nor shortened links. They also should use links to reputable sites, and above all, they need to be professionally made.
Check your blacklist and reputation status at least once per month.
It's much easier to make a mistake that will get you blacklisted than you might think. It's thus essential to regularly perform a blacklist check to ensure your server or IP address hasn't been blacklisted.
Ensure you follow the law.
You need to use recognizable names and addresses, and you mustn't overdo it when sending emails to each address.
Furthermore, you must use a visible unsubscribe link, which is always considered to be proper email behavior.
In the end, make sure your emails always have plain text versions. Recipients rarely need them, but they ensure you won't end up being flagged by spam filters.
Such lists almost always lead to getting high bounce rates and eventually getting blacklisted. Always grow your lists organically.
Always use a double opt-in method.
A double opt-in method means you're sending subscription confirmation emails to all new subscribers that get them to confirm they've subscribed. The practice makes sure there are no spam complaints and that your lists are correct.
Use SPF and DKIM signatures in your emails.
SPF is an email validation system, and it makes sure email spoofing can be detected. A DKIM signature makes sure spam and phishing are reduced. It essentially vouches for the validity of emails.
The Bottom Line
As you can see, there is a lot you need to know if you're going to use mass emailing systems. By following all the rules, you make sure your company is using proper email behavior that doesn't lead to users unsubscribing and you ending up on blacklists.