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.

Improving Email Deliverability and Sender Reputation

First, Amazon SES addresses the issue of reputation management in the email landscape, with a combination of email deliverability tools, and IP management options. Email deliverability solutions, like the “Virtual Deliverability Manager” in Amazon SES helps companies to enhance delivery rates.

It offers insights into sending and delivery data, as well as issues that could harm your sender reputation. Users can monitor all forms of deliverability data, instantly identifying problematic issues, and leveraging the “Advisor” function for customized recommendations on improving sending scores.

Amazon’s IP management solutions allow companies to automatically set up and manage dedicated IP addresses on their behalf. There are even intelligent “warmup” tools, that help to improve your sender reputation with email service providers and reduce your risk of messages being caught and removed by evolving spam filters.

Simplifying Incoming Email Management

The challenges with managing bulk email campaigns go beyond ensuring you can protect your reputation, and make sure messages actually arrive in a customer’s inbox.

Aside from giving companies the tools they need to streamline the bulk sending of marketing, transactional, and bulk notification emails through the applications they already use, Amazon SES also enhances inbound email management. The integrated “Mail Manager” feature set gives businesses the solutions they need to protect, automate, route, and archive incoming emails effectively.

This ensures businesses can preserve compliance with industry standards, protect themselves against evolving email threats, and ensure incoming messages reach the right teams. SES combines outbound mail management with intuitive inbound email solutions, and even dedicated internal tools, like Amazon Workmail, giving teams an end-to-end system for email communications.

Minimizing Email Costs

Finally, while email is often considered to be a cost-effective tool for marketing and customer outreach, prices can quickly accelerate for larger companies. The more subscribers you have, and tools you need to integrate into your system, the more expensive email management becomes.

As a pay-per-user email service provider, Amazon SES offers companies a convenient way to keep costs low. It allows users to send large volumes of emails, without operational overheads, making it ideal for new and existing businesses who want to scale without limitations.

Companies pay only for the services and solutions they need, and can even access “Add-Ons” for the Amazon SES system, on a pay-per-use basis. This ensures business leaders don’t have to invest in a huge product that doesn’t fully align with their needs. They can mix and match the capabilities they’re looking for into the perfect, cost-effective email ecosystem.

Revolutionizing Bulk Email, with Amazon SES

Email remains one of the best ways for companies to connect with their customers, whether it’s for marketing purposes, transactional messages, or simple alerts. However, sending bulk emails at scale, while maintaining a strong sender reputation, high deliverability rates, and compliance, is difficult.

Amazon’s flexible and scalable SES solution offers companies the tools they need to send bulk emails in a cost-effective way, while improving their reputation with email service providers. Plus, it offers access to a range of tools for managing inbound email, internal email infrastructure , and more.



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