Home Business Insights & Advice High volume email marketing: How to do it successfully

High volume email marketing: How to do it successfully

by Sponsored Content
17th Feb 21 1:59 pm

As your online business grows, so does your customer base. That means you need to stay in contact with your existing customers to keep them happy and maintain sales figures. Of course, you also need to reach out to more potential leads to keep growing your business.

With that kind of high-volume email sending demand, using an ordinary email account will no longer be enough for marketing. However, one of the best strategies to reach larger email sending quotas is employing SMTP relay services.

Let’s discuss more what SMTP is and other strategies for mass email marketing.

1. Leverage SMTP relay

Simple Mail Transfer Protocol (SMTP) relay is the #1 answer if email marketers ask, “How to send high volumes of marketing emails?” Most SMTP relay services have a higher email sending cap than normal email services such as Gmail.

If Gmail has a 2000 email sending limit for every 24 hours, SMTP services have a 10,000 sending cap to unlimited every day. The sending limit also depends on your service plan. SMTP relay works like a standard post service.

Instead of sending emails directly from your computer to your customers, you’ll send your campaign to your SMTP server first, like a post office. Your server will then send your campaigns to your recipients’ server before the campaigns are delivered to their inboxes.

2. Avoid high bounce rates through a healthy email list

Bounces happen due to low engagement rates. Low engagement rates happen mostly because of inactive emails, spam traps, or bots in your mailing. These email addresses have one thing in common – they don’t open, click-through, or respond to your emails. Some may have even reported you for spam.

Once you have low engagement rates, internet and email service providers (ISPs and ESPS) will be suspicious of your email sending behavior. This often results in them putting a limit on how many emails they’ll receive from you.

To avoid this, re-engage users in your list that have been inactive for a long time. If they’re still inactive, remove them. Provide your users with the option to unsubscribe or opt-out. This way, you’ll avoid being reported as a spammer if they no longer want to receive your marketing campaigns. Don’t forget to avoid buying mailing lists as well.

3. Always check your performance metrics

Aside from inactive users, your engagement rates can also drop for various reasons. Most of the time, you don’t know what these reasons are. But by checking your performance metrics regularly, you’ll identify the cause of the drop by analysing which newly implemented marketing strategies have negatively affected your performance metrics.

You can then adjust some strategies by creating new and improved ones or go back to using the old tactics that have worked well for you in the past. This strategy is essential for growing companies through email marketing because as your customer pool becomes more diverse, so does your marketing tactics.

4. Do IP warming first

Just because you’re using SMTP relay services doesn’t mean you can just send high volumes of emails right away. You need to increase your sending volume by a predetermined schedule gradually. This process is called IP warming.

Your schedule can be anything like a 2×2 or a 2×5. 2×2 is where you double your total sending volumes every day. 2×5 is where you double and quintuple your sending limit with alternating days.

5. Practice smart segmentation

To boost your engagement rates and make ISPs and ESPs trust you as a high-volume email marketer, you need to make sure that your customers always receive relevant content. To do this, you need to segment your mailing list properly.

Then, send content that perfectly matches the users in each mailing list. For example, if one list segment is labeled “Female,” then send product promotions that appeal to females, such as women’s shoes or sandals.

6. Use dynamic content in marketing

Dynamic content is a type of content that adjusts depending on a user’s personal information, device model, type of browser, engagement behavior, etc. An excellent example of dynamic content is a personalised greeting.

When dynamic content reaches a recipient, the content automatically reads its personal information or device information. You’ll notice this commonly when an email directly addresses you through your first name.

Do you think that email marketers spend time to address you in their campaigns personally? No. That’s dynamic content right there, and it improves user experience by a considerable margin.

7. Use multiple delivery vendors

Finding a good relay service is paramount. But not all good relay services have very high or unlimited email sending volumes. Big businesses often face this problem. The solution to this is to use multiple SMTP relay and email service accounts.

Not only does this strategy help you achieve your daily sending quota, but it also hastens the delivery of campaigns. Using only one relay service would take time to deliver emails, especially if you’re sending hundreds of thousands to millions of campaigns every day.


To send massive volumes of email campaigns, use an SMTP relay server first—warm-up your IP by sending all your campaigns using a single domain or IP address. Always deliver relevant and dynamic content to your subscribers. Remove inactive subscribers and avoid purchased lists.

As your customer base and business grow more prominent, use multiple business email and SMTP relay accounts. Then monitor your performance regularly to quickly scratch off ineffective marketing strategies to keep your customers interested in opening your campaigns.

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