Email marketing is a communication and relationship channel that offers various digital marketing strategy options. With it, it's possible to use various communication formats, such as offers, newsletters, activations, greeting cards, useful notices, etc. Email marketing is the best way to guarantee customer acquisition and retention. Therefore, having a high deliverability rate is fundamental.
You've probably wondered how it's possible to send multiple emails at once and how they reach the recipient so quickly without losing information along the way. The answer is simple: the entity responsible for preserving your email is called an SMTP server.
Do you want to know how SMTP can help you with your email marketing strategy and increase the delivery of your emails and ensure that the return on your investment (ROI) is satisfactory? In this article, you will discover its importance and how to apply it to your Digital Marketing strategy. Come with me!
What is SMTP and how does it work?
SMTP (Simple Mail Transfer Protocol) is an online server that receives your email information before it even reaches the recipient. It filters, verifies, and securely forwards the email to the intended recipient.
To better understand how the SMTP server works, just compare it to the Correios system. To send a package to someone, we go to the post office and there the agents wrap the package, weigh it and prepare it for delivery, then it is taken to a sorting system until it reaches the postman who will deliver the package to the recipient safely. See how it happens in practice:
This is how the SMTP server works, but aimed at online traffic, unlike the post office, it acts quickly in a matter of seconds when delivering the email. In this way, the SMTP server is simply a computer developing this protocol. As soon as the messages are collected, they are sent to a server, which delivers the emails specifically to the recipients.
How efficient is SMTP? Bitrix24?
If you are a user of Bitrix24, you may have already noticed that currently emails sent internally on the platform use the tool's own server. This is the standard model of the main tools CRM from the market.
This format is simple and makes life easier for the user, however, unfortunately it can cause some problems that the manufacturer of the Bitrix24 identified, such as cases where a certain email sent directly by the platform ended up in the SPAM box. Another notification that users Bitrix24 report is that receivers who have Microsoft Edge when they click on the link, they receive a warning website not secure.
Whereas, Microsoft has its own algorithms to check the security of websites. Checks are carried out automatically, and there may be cases of false positives.
This happens because the Bitrix24 has its own server connected to its entire user base and when a company launches a campaign in CRM Marketing, the sender's server cannot identify which company this email is coming from, causing these problems. Thinking about bringing an alternative to users, the Bitrix24 made the option to send an email available using the subscriber's own SMTP service.
What are the advantages of supplementing the Bitrix24 with SendPulse?
See how the process of sending mass emails involves many factors and authorizations to ensure it reaches its recipient safely and without data loss? For all stages to be completed quickly and efficiently, it's important to have an effective platform to facilitate this process.
A SendPulse has in its service catalogue, the SendPulse SMTP server that comes to complement these fronts with the Bitrix24, making your campaign more efficient. Your messages will hardly end up in the spam folder, with a verification system that makes your email more reliable. Although it does not interfere with the content, SMTP SendPulse immunizes your message from viruses, protecting your customers from threats. Check out the advantages of SendPulse that will complement your Bitrix24:
Dedicated IP addresses
A dedicated address contributes to a better sender reputation and prevents your IP from being blacklisted. Some companies have a very large lead base and use email as a form of frequent communication with this base. This is the case, for example, of portals, which send frequent newsletters to subscribers and depend on this channel to maintain the site's audience, an extremely important asset for maintaining this type of company.
Other cases that we can point out are those of companies that have been doing Digital Marketing for some time and, therefore, have already created a relevant base. For example, a company that has a lead base of 50 contacts and sends three emails per month to the entire base, as well as marketing automation campaigns, can easily reach 400 emails sent per month.
A company that sends more than 200 emails per month, including email marketing campaigns, transactional emails, and marketing automation, is mature enough to use its own IP address . This allows the company to have better metrics and control over its own reputation, without its deliverability being influenced by others sharing the same IP.
SPF and DKIM authentication
SPF and DKIM records prevent your transactional emails from being placed in a spam folder . SPF, or Sender Policy Framework, is a form of authentication that defines a process to validate a message sent from an authorized server, to detect spoofing and prevent malicious emails from being sent in your name.
The owner of a domain can identify exactly which mail servers they can send from using the protocols. SPF defines which IP addresses can be used to send emails from your domain. Otherwise, your recipient has no guarantee and the risk of your message not being accepted is very high.
The DKIM standard, Domain Keys Identified Mail, was created for the same reason as SPF: to prevent unwanted emails from masquerading as your messages. It's a way of signing your emails allowing the recipient's server to verify that the sender is really you.
By configuring DKIM on your server, you are adding a way to say "yes, it is I who am sending this message".
The whole idea is based on encrypting and decrypting the additional signature and placing it in the header of your message. To make this possible, you need to have two keys:
- Private Key: unique to your domain and available exclusively to you. It allows you to encrypt your signature in the header of your messages.
- Public Key: You add it to your DNS records using the DKIM standard, to allow your recipient's server to retrieve it and decrypt your signature hidden in your message header.
After setting it up, every time someone receives an email from you, the recipient's server will attempt to decrypt your hidden signature using the public key. If successful, it will also authenticate your message and increase the deliverability rate of all your emails.
List of unsubscribed contacts
Your emails will not be sent to unsubscribed contacts, even if they are on a mailing list. Email list management is an essential process for the success of your campaigns. To always follow the right path, you need to create a habit of carrying out this maintenance periodically.
When working with email marketing, the quality of your list becomes crucial to success . After all, these are the people who will receive your content and who may progress through the sales funnel until they decide on a product or service. Any flaws in the information they provide can compromise your ability to reach the right audience.
Opens and clicks with tracking
O Bitrix24 In your CRM Marketing, you have a window where you can see the results of the email campaign carried out: how many messages were sent, how many reached the recipient and how many customers followed the link.
For email marketing reports to be efficient, they need to present different types of information. And this is what the SendPulse reports have been complementing with the reports from Bitrix24. With SendPulse, you have access to information about:
- Click map;
- Geographic statuses;
- Statistics by device;
- Error statistics;
- Open rate.
In addition to all the information listed above, SendPulse reports also offer many other analyses, such as the growth of your list and much more.
Custom tracking domain
Send marketing emails without any mention of SendPulse in the email header and footer. Your own email domain is a cloud-based service, that is, the server makes information available in the cloud so that users can access the content anywhere in the world.
It is highly efficient for corporations, sole proprietors, small, medium, and large companies. Therefore, it needs to be customized, meaning it shouldn't include extensions like Hotmail, Gmail, or Yahoo. Corporate email is suitable for users who need more flexibility and security.
Webhooks
A webhook is a method of receiving information that is passed on when an event occurs. In practice, a webhook is a way to passively receive information between two systems about email statuses: delivered, undelivered, opens, and clicks.
Additionally, the webhook (also known as a web or HTTP callback and also API boost) is a practical way for an app or system to provide other applications with real-time information. Likewise, it provides data to other applications, and is very efficient for both the service provider and the consumer.
Achieve high performance in your Digital Marketing strategy
Digital marketing is the key to the success of companies, which is why it has become highly competitive. Being the best in digital marketing is as important as having the best products. But achieving high performance requires professionalism. What is the way to increase the performance of online campaigns?
Always remember that technologies and tools are there to help you on your path to high performance in digital marketing . Having knowledge, technology, and processes will be fundamental to the success of your business. There's no simple recipe! The benchmark is always your past performance, not the market. The challenge is to always improve until you achieve a high return on investment.
Talk to our team about how to integrate the SendPulse in its Bitrix24. Contact Us.
