Today, email marketing remains one of the most productive tools for working with customers: it helps build trust, encourage repeat purchases, and increase sales while keeping costs relatively low. However, to achieve maximum impact, it’s crucial not only to craft strong email content but also to decide precisely how you’ll be sending your campaigns. Some companies prefer services that handle all the risks and limitations themselves (for example, sending limits), while others rely on tools to manage their email campaigns independently.
In this article, we’ll explore different approaches and explain how to properly select email accounts for newsletters and related services.
What Is Email Marketing and Why Does It Matter
Email marketing refers to a set of actions aimed at creating and sending messages to subscribers in order to draw their attention to products or services, re-engage “dormant” customers, and strengthen audience loyalty. Its main advantage is a high ROI (return on investment), as a well-segmented and personalized campaign can yield substantial profit.
Why it’s relevant:
- Full control over contacts. Unlike social media, you own your email base and can communicate directly with your audience.
- High flexibility. Segmenting your subscriber list lets you send different offers to various groups.
- Potential for automation. You can design funnels, email sequences, and run complex marketing scenarios.
How to Choose Suitable Email Accounts for Mailings
A successful newsletter often hinges on the sender’s reputation. If the provider detects suspicious activity, they may move your messages to Spam or even block the account altogether. Therefore, it’s essential to carefully select accounts for email newsletters.
Services That Assume All Risks and Limitations
Some platforms fully manage the sending process. Examples include Mailchimp, SendPulse, UniSender, and ActiveCampaign. With these, you get:
- A user-friendly interface for creating emails (templates, drag-and-drop editor).
- Delivery and analytics monitoring (opens, clicks).
- Shared IP addresses with other users (sometimes you can opt for a dedicated IP).
The main plus is that the service takes care of most administrative details and monitors for potential violations. The minus is possible daily sending caps and restricted “fine-tuning” options if you’re using a basic subscription plan.
Tools Where You Handle the Setup
Some providers offer only basic sending and analytics functionalities, placing full responsibility for domain reputation and sending volume on the sender.
For example, Amazon SES offers a low cost per email but requires proper technical setup (SPF, DKIM, DMARC, domain warm-up). This format is convenient for advanced users who need large-scale email campaigns for e-commerce advertising.
Best Mail Services for Email Marketing
- Gmail: Excellent for smaller volumes, easy to use, but has strict limits (up to 500 emails per day).
- Outlook (Hotmail): Well-suited for the corporate segment, includes built-in calendar and collaboration features.
- Yahoo: Might be useful if your audience is international, but it’s less common in CIS countries.
- Mailchimp / Sendinblue / ActiveCampaign: Tailored for more robust email marketing with automation and segmentation.
Advantages of Various Types of Mailing Accounts
Mass Mailing Accounts
If you need to send thousands of emails daily, use multiple addresses. This prevents sudden blocks caused by a spike in outgoing messages. You could create multiple domain emails on one service or combine different platforms to balance the load. Keep in mind that when distributing the load, you should also differentiate your content.
Personal Accounts vs. Specialized Marketing Tools
- Personal: Often earn more trust from subscribers because they’re linked to a real individual. However, personal email accounts have strict sending limits and lack advanced analytics.
- Specialized: Designed for bulk sending, equipped with authentication protocols, and ready for large volumes. They’re an excellent option for online stores, info businesses, and large brands.
How to Properly Set Up Your Email Campaign
First, make sure your domain is “warmed up” and isn’t making sudden mass mailings without any ramp-up period.
Creating Effective Campaigns
- Segmentation: Divide customers into groups by interests, gender, location, and engagement level.
- Personalization: Address recipients by name, cater to their preferences.
- Compelling Subject Line: A short yet catchy heading is half the battle.
Testing Campaigns and Monitoring Metrics
- A/B Testing: Vary subject lines, send times, CTA buttons to find the best combination.
- Analytics: Track deliverability, open rate, and unsubscribes. Regular optimization yields noticeable improvements.
How to Boost the Effectiveness of Ads in Newsletters
Properly arranged advertising in newsletters is a good way to monetize your list and maintain customer loyalty.
Integrating Ads into Email Campaigns
- Native Format: An ad section styled like the rest of the email. Readers usually prefer this approach to pushy banners.
- Standalone Mailing: If you’re running a significant promotion, you can dedicate an entire message to it. But don’t overuse promo content—too much can lead to mass unsubscribes.
Targeting and Audience Segmentation
Segmentation:
Break down your list by interests and behavior. That way, you offer relevant products or services. Below are potential segments you can work with effectively:
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- Demographic: age, gender, income
- Geographic: location, climate
- Psychographic: interests, values, lifestyle
- Behavioral: purchase history, site activity
- Firmographic: industry, company size
- Funnel stage: new, returning, inactive customers
- Loyalty level: frequency of purchases, responsiveness
- Preferred channel: email, SMS, messengers
- Device type: mobile, desktop
- Acquisition source: social media, search engines
Testing:
Experiment with different offer formats to see which ones resonate best with specific subscriber groups. Early on, you can test:
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- Email subject: short vs. long; question vs. statement; with or without emojis
- Sender name: person’s first name, company name, or a combination
- CTA: text link or button; location at the top or bottom of the message; different calls to action
- Content format: text-based or visual (images, infographics, videos); detailed vs. brief
- Email design: plain text vs. HTML template with graphics
- Send time: different days of the week and times of day
- Personalization: address recipient by name or not; include personalized recommendations
How to Combine Tools Given the Risks and Limitations
- Full Outsourcing: You delegate the sending to Mailchimp or Sendinblue. The service manages limits, IP reputation, etc., while you focus on content.
- In-House Infrastructure: You hire specialists to run an SMTP server, register domains, set up authentication, and actively monitor address reputation. This is optimal for large companies.
- Hybrid Approach: You run some mailings via a full-featured, supported service and others through more budget-friendly tools like Amazon SES. This way, you control costs and maintain flexibility in scaling.
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When planning a large-scale campaign, it’s crucial to think about which email accounts for newsletters you’ll use and on which platforms. With high-volume sending—especially if you plan advertising in newsletters—it helps to have multiple “warmed-up” domains and thoroughly prepared subscriber lists. Doing so improves deliverability and keeps your audience from unsubscribing.
You might also be interested in:
Why It’s Important to Use Unique Passwords for Each Account
How to Use Temporary Emails for Online Registration
Group Messaging in Messengers for Business: What You Need to Know
Remember, email marketing is constantly evolving: there are always new automation features, personalization approaches, and interactive elements. Stay tuned to the trends, experiment with different services, and your email channel will reliably generate sales and strengthen your brand.
