What is SMTP?

When you send an email, it first goes through your email client, such as Gmail or Outlook. The email client then communicates with the SMTP server to send the email to the recipient's email server. The recipient's email server then delivers the email to the recipient's inbox.

The SMTP server you use affects the deliverability of your emails, which directly impacts the success of your email marketing campaigns. Using a reputable and reliable SMTP server can help ensure that your emails reach your target audience, rather than being marked as spam.

To choose the best SMTP server for your business, you need to consider several factors, such as cost, reliability, and deliverability rate. You can use your email client's built-in SMTP server; however, this may not provide the best results.

One of the most popular and effective SMTP providers is Amazon SES, which happens to be the provider used by theMarketer. Thanks to Amazon SES, theMarketer ensures one of the highest possible deliverability rates. When combined with personalized content, the delivery to the subscribers’ inbox rather than the Promotions tab is almost guaranteed.

In conclusion, using the right SMTP server is crucial for the success of your email marketing campaigns. By considering the cost, reliability, and deliverability rate, you can choose the best SMTP server for your business and ensure that your emails reach your target audience.