SMTP vs External Delivery Servers
Compare SMTP servers and external delivery services for email sending. Learn the pros, cons, and when to use each based on control, cost, and deliverability.
SMTP vs External Delivery Servers: Which is Right for You?
When it comes to email delivery, choosing between using your own SMTP server or an external delivery service can significantly impact your success. Here, we compare both options and highlight their pros and cons to help you make an informed decision.
SMTP Servers
An SMTP (Simple Mail Transfer Protocol) server is a server you manage and control for sending emails. It handles the delivery of emails from your platform to recipients.
Pros of Using SMTP Servers:
Flexible Configuration: You can create and use as many SMTP servers as you need (based on your plan), add multiple IPs and domains, and even replace them using our SenderAI feature.
No Additional Costs: Unlike external delivery services, there’s no charge based on how many emails you send. The only cost is related to the infrastructure required to manage the SMTP server.
Complete Control: You have full control over your email setup, from server configurations to managing IPs and domains.
No Third-Party Dependency: You’re not reliant on external providers, reducing dependency on third-party services and their policies.
Cons of Using SMTP Servers:
IP Reputation: Your IP reputation is entirely in your hands. Poor practices like sending to bad lists or high bounce rates can harm your reputation, leading to deliverability issues.
Infrastructure Management: Ensure timely renewals of servers, IPs, and domains used for SMTP setup.
IP Warmup: If you are using new or untrusted IPs, you will need to perform a gradual warm-up process to build a good sender reputation with email providers.
Higher Risk of Blacklisting: Without proper list hygiene and engagement, your IP can get blacklisted, impacting deliverability.
When to Use SMTP Servers:
SMTP servers are ideal for those who want full control over their email sending and are ready to manage the associated risks.
Additionally, SMTP servers are cost-effective, as you only pay for the infrastructure, making them a preferred option for cold emailing.
External Delivery Servers (Amazon SES, Mailgun, SparkPost, etc.)
External delivery servers, such as Amazon SES, Mailgun, or SparkPost, are third-party services designed to handle your email sending. These services specialize in email delivery and offer various features to optimize deliverability.
Pros of Using External Delivery Servers:
High Deliverability: These services have established reputations with email providers, resulting in better inbox placement.
Scalability: External providers offer excellent scalability for high-volume email sends without the need to invest in infrastructure.
Built-in Tools: Advanced analytics, bounce management, and built-in warm-up features help you track and optimize your email campaigns.
Less Maintenance: The provider takes care of server management, leaving you to focus on your email content and audience.
Fewer Technical Issues: These services handle deliverability issues like IP warming, blacklisting, and reputation management automatically.
Cons of Using External Delivery Servers:
Cost: External delivery services come with an additional cost, often based on the number of emails sent or volume of traffic.
Dependency: Your email delivery is dependent on the third-party service's infrastructure and policies, which can change over time.
Bounce and Spam Complaints: High bounce rates or spam complaints can result in account suspension or delivery restrictions from the service provider.
When to Use External Delivery Servers:
External delivery services are ideal if you're looking for high deliverability rates and minimal management. They are especially useful for those who need to send large volumes of emails without worrying about IP reputation and infrastructure maintenance.
These services are perfect for opt-in emails (emails to your existing customers). However, they can still be used for cold mailing if your list quality is high, as good list hygiene and engagement can help maintain deliverability.
Which Option is Best for You?
Use SMTP Servers if you want complete control and manage your own email infrastructure. You can use our SenderAI feature to create SMTPs, change your IPs or domains if they are blacklisted or underperforming, giving you flexibility in maintaining your email reputation.
Use External Delivery Servers if you want a hassle-free, reliable, and scalable solution. Services like Amazon SES, Mailgun, or SparkPost are ideal for users who prioritize deliverability and don’t want to manage infrastructure. These services can also help with better inbox placement and handling large volumes of emails.
In conclusion, both options come with their benefits. If you are looking for control, cost-effective and are willing to put in the effort, managing your own SMTP server might be the right choice. However, if ease of use, scalability, and reliability are more important, an external delivery service could be a better fit for your needs.
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