Delivery Server
Learn about delivery servers, setup options, and API integrations to enhance email delivery and reduce costs for high-volume campaigns.
Delivery Server
The delivery server is an essential component of your email marketing infrastructure, enabling you to send bulk emails, transactional messages, and automated notifications effectively. You have the flexibility to choose from different delivery servers, including third-party APIs and our custom SMTP Setup.
This article will guide you through the setup and management of delivery servers, explaining the various types of servers available, the setup process, and how to optimize their usage for email campaigns.
What is a Delivery Server?
A delivery server is a server through which your emails are sent. It acts as the intermediary between your email application and the recipient's mailbox, ensuring that your emails are delivered reliably and securely. Delivery servers are often configured to handle large volumes of emails and ensure compliance with internet service providers' policies for better inbox delivery.
You can add multiple delivery servers and control how emails are distributed among them. You can choose from several types of delivery servers, including well-known third-party email service providers (ESPs) and our custom SMTPs.
Types of Delivery Servers Available
1. SMTP
What is SMTP? SMTP (Simple Mail Transfer Protocol) is the standard protocol for sending emails across the internet. It acts as a delivery server, allowing users to send bulk emails reliably. With an SMTP server, emails are processed, authenticated, and delivered to recipients' inboxes. Businesses and marketers use SMTP to ensure efficient email distribution and maintain a strong sender reputation.
At BulkEmailSetup, we provide a customized SMTP setup for our customers based on their selected plan. This ensures optimized email delivery and scalability for bulk email sending.
SMTP Creation Based on Plan
Basic Setup: Includes 1 SMTP setup for sending emails efficiently.
Advance Setup: Includes 3 SMTPs, allowing higher sending volume and improved email distribution.
Custom Setup: Can include multiple SMTPs with advanced configurations for large-scale email campaigns.
Each SMTP is configured with multiple dedicated IPs, domain authentication (SPF, DKIM, DMARC), and warm-up strategies to ensure high deliverability. The SMTPs are designed to align with best email practices, reducing the risk of blacklisting and improving inbox placement.
This SMTP creation approach allows our customers to scale their email marketing campaigns effectively while maintaining optimal sending reputation.
Requirements for SMTP Setup:
Hostname/IP address, Port, Username and password/key (for server authentication)
Additional IPs + Domains (for creating multiple SMTPs)
Benefits of SMTP Setup:
Complete control over your email sending infrastructure.
Ability to rotate IPs and domains as needed, minimizing the risk of blacklisting.
Cost-effective solution compared to third-party providers.
To create your own SMTP, you will need a VPS or dedicated server along with multiple IP addresses and domains. The required number of IPs and domains will depend on your daily email sending volume.
2. Amazon SES Web API
Amazon Simple Email Service (SES) is a popular choice for bulk email sending due to its scalability and reliability. When using Amazon SES, you’ll need:
Access Key ID and Secret Access Key for API authentication
Verified From email address or Domain in Amazon SES
Sending limits and quotas as per your SES subscription
Amazon SES provides high deliverability rates, and its pay-as-you-go model makes it suitable for businesses of all sizes.
To use Amazon SES, you will incur additional charges based on your usage. Typically, Amazon SES charges around $1 for every 10,000 emails sent. However, for the most accurate and up-to-date pricing, please refer to their official pricing page: Amazon SES Pricing.
Approval Process for Amazon SES
Before you can start using the Amazon SES API, you must go through an approval process. During this process, Amazon may request details about:
1. The source of your data (whether it’s opt-in) 2. The website URL where you collected your leads 3. Other relevant information regarding your data collection practices
Amazon reviews this information to ensure compliance. If they find any issues or if your data practices don’t meet their criteria, they may deny your request to use the service.
3. Mailgun Web API
Mailgun is a dedicated email service provider specializing in transactional emails. It offers robust features for tracking and high deliverability. To set up Mailgun:
Enter your API Key and Domain.
Configure the From email and other sending preferences.
To use Mailgun, you will incur additional charges based on your usage. please refer to their official pricing page as follows.
4. SparkPost Web API
SparkPost provides a sophisticated email delivery platform with advanced analytics and tracking capabilities. It’s a preferred choice for businesses focused on customer engagement. Setting up SparkPost requires:
API Key from your SparkPost account
Configuration of email limits and sender details
SparkPost’s analytics can help you understand how recipients interact with your emails.
To use Sparkpost, you will incur additional charges based on your usage. please refer to their official pricing page as follows.
SparkPost, now rebranded as Bird, offers two main options for email delivery: their full mailing platform (Bird) and their API integration. Here’s a breakdown of the differences:
1. Using Bird Platform: When you use Bird’s mailing platform, the pricing is typically based on the number of subscribers you manage. This subscriber-based pricing model can be significantly more expensive, especially for businesses with large lists.
2. Using SparkPost API: Alternatively, if you choose to use SparkPost’s API (often referred to as Bird API), the charges are based on the number of emails sent, regardless of the number of subscribers. This usage-based pricing structure tends to be more economical, as you pay only for the emails sent, making it cost-effective for businesses with high sending volumes.
Therefore, integrating external APIs like SparkPost (Bird) into an email application can be a more affordable option than using Bird's complete platform. With the API, you gain the flexibility to manage and control your email sending without the higher costs associated with subscriber-based pricing.
5. SendGrid Web API
SendGrid is a popular ESP known for its flexibility and high email deliverability. It integrates easily with our Email App and is suitable for both marketing and transactional emails. Setup requirements include:
API Key for authentication
Specification of sender details and email limits
SendGrid provides a user-friendly interface to monitor email performance.
To use Sendgrid, you will incur additional charges based on your usage. please refer to their official pricing page as follows.
SendGrid offers two pricing options:
1. Marketing Platform: Charges are based on the number of contacts/subscribers, which can be expensive for large lists.
2. API Service: Charges are based on the number of emails sent, making it more cost-effective for high-volume sending.
Using the SendGrid API in email applications is generally more economical than their full platform, as you pay only for emails sent rather than managing subscriber counts.
6. ElasticEmail Web API
ElasticEmail is an affordable solution with various features for high-volume sending. It offers advanced tracking, and its API integrates seamlessly. To set up ElasticEmail:
Use the API Key for access.
Define your email and sender settings.
ElasticEmail offers a detailed analytics dashboard for performance tracking.
To use ElasticEmail, you will incur additional charges based on your usage. please refer to their official pricing page as follows.
Elastic Email offers two main pricing options:
1. Email Marketing Platform: Charges are based on the number of contacts in your account, which can increase costs if you have a large subscriber base.
2. API Service: Charges are based on the number of emails sent, allowing you to pay only for your email volume, making it more affordable for high-volume senders.
For applications like our Email App, using the Elastic Email API is often more budget-friendly than their marketing platform, as it keeps costs tied to actual email sending rather than the number of contacts.
How to Add a New Delivery Server
Navigate to the Servers Section: From the our Email App dashboard, select the Servers menu on the left panel.
Select Delivery Server Type: Click on Create new server and select the type of delivery server you want to add (Amazon SES, Mailgun, Mailgun etc.).
Enter Required Details: Each server type will require specific credentials, such as API keys, usernames, or access keys. Fill out the fields as shown in the setup screen:
Name: Give the server a recognizable name.
Hostname: Typically the SMTP endpoint provided by the ESP (e.g.,
smtp.mailgun.orgfor Mailgun).From email: The email address displayed to recipients.
Daily/Monthly Quotas: Define sending limits to manage email volumes.
Warmup Plan: (Optional) Set a warmup plan if you want to gradually increase the sending volume over time.
Save and Test the Server: After entering all details, save the configuration. Our Email App will run an initial test to confirm the server’s availability.
Monitor Server Status: You can view and manage your servers from the Servers section, where you’ll see server statuses such as Active or Disabled. You can also toggle settings as needed.
Key Features of the Delivery Server Setup
SMTP & API Flexibility: Our email app allows you to choose between SMTP connections or direct API integrations, depending on your requirements and preferences.
Custom SMTP Setup: We provide custom SMTP servers based on your needs and server setup plan, enabling you to send bulk emails without additional costs, tailored to your sending volume.
Warmup Plans: Gradually increasing your sending volume helps establish a strong sender reputation. Setting up warmup plans prevents sudden spikes in email traffic that could trigger spam filters.
Managing Delivery Server Status
In the Servers section, you can view the status of each server:
Active: The server is operational and ready to send emails.
Disabled: The server is temporarily inactive. You can enable it anytime.
Use the Options menu to edit server settings or adjust configurations as necessary. The Refresh button helps you update the server list to reflect the latest changes in status.
Conclusion
Setting up delivery servers gives you complete control over your email delivery strategy. With multiple types of servers to choose from, including third-party ESPs and the custom SMTP setup, our Email App accommodates various needs, whether for marketing campaigns or transactional emails. Follow the setup instructions for each server type, and leverage the monitoring and rotation features to ensure high deliverability and effective email management.
By configuring your delivery servers effectively, you can maintain a positive sender reputation and maximize the impact of your email campaigns.
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