Email is an effective, affordable, and wide-reaching way to connect and communicate with customers, clients, and any other stakeholder connected to your business. Every day, around 347 billion emails were sent and received worldwide in 2023. By 2027, this number is expected to increase, to more than 408 billion emails traversing the web each day.
As a versatile communication channel, email gives companies a way to keep customers up to date with transactional emails about purchases and shipping details. It helps them engage and nurture leads with targeted marketing campaigns, and even strengthens customer service.
Unfortunately, there are challenges to navigate with email too – particularly when you’re sending messages in bulk. The more emails you have to send to customers at speed, the more issues you’ll face with cost management, compliance, and control. To make matters worse, the wrong bulk sending strategy could put your sender reputation at risk, harming deliverability rates and engagement.
Here’s how you can upgrade your bulk email strategy, without damaging your reputation with email mailbox service providers.
The Challenge with Sending Bulk Emails
Most companies are aware of the benefits of email marketing and email-based communications. Email is flexible, easy to access, and delivers a fantastic ROI ($36 for every $1 spent). Email marketing tools even give you the freedom to customize messages for any use case, and filter, store, and retrieve messages for compliance purposes.
However, the more you rely on email in your organization, the more complex it becomes to manage this communication channel. Not only are their digital communications governance requirements to consider, but your strategy for sending bulk emails can lead to a host of problems, starting with deliverability. A compelling email with an engaging subject line and a fantastic message won’t do anything for your business if the message is sent straight to a user’s spam box.
Unfortunately, bypassing the spam filter has always been a challenge for email marketers. Now, for companies sending bulk emails, the challenges are even greater. In February 2024, both Yahoo and Google implemented new rules that require users to stay under a specific limit when sending bulk emails, meaning companies can’t rely on standard email service providers for mass messaging.
What’s more, email service providers are constantly implementing new filters that present new risks for companies that aren’t constantly investing in improving their sender reputations.
On top of that, companies are facing challenges with managing inbound emails, minimizing costs for bulk messaging, and more.
Enhancing Bulk Email and Sender Scores with Amazon SES
Amazon Simple Email Service (SES) offers businesses an intuitive, flexible way to send emails in bulk, without putting their sender score at risk, or draining their budgets. This pay-per-use email service provider gives companies the freedom to distribute endless emails to recipients through applications like Microsoft Outlook, and tools for high-volume email automation.
Running on Amazon’s Elastic Compute Cloud (EC2) or Elastic Beanstalk ecosystem, SES gives companies the complete freedom they need to manage their own email servers, handle ESP solutions, and simplify email sending, handling capacity, and queue management. It’s even suitable for both AWS users and non-users, so there’s no limit to who can take advantage of the resources.
Not only does this platform support high-volume outbound email campaigns – allowing companies like Duolingo to send newsletters and emails to over 300 million users worldwide, but it offers access to tools for inbound email management too.
Here’s how Amazon SES can optimize bulk email management for business leaders.
