Email Marketing Software Recommendations (Why Not to Use Your Host)

Category : Marketing
Posted on : Aug 18, 2018
Views : 14,811
By : Tadashi P.

Most WordPress hosts, including Host SEO, allow for some basic outbound email sending via their own servers. This is great for a few emails here and there (such as password resets) and to get you up and running with your site. However, there are a lot of new third-party plugins popping up that are now turning WordPress into a full-blown email marketing solution, sending out thousands of emails on a regular basis. And while there is nothing wrong the plugins themselves, it’s the configuration of how the plugins send emails that is often overlooked. Not setting these up correctly can, in fact, harm your campaigns performance and even the ability to hit your customer’s inboxes.

Typically a hosting server is not also meant to be an email server. So if you are sending newsletters or bulk emails, we always recommend the following alternatives to get the best results:

Use a third-party professional email marketing software that isn’t part of WordPress
Use a transactional email service provider (HTTP API or SMTP) along with your WordPress newsletter plugin

We’ll dive into the reasons why below and share our email marketing software recommendations.

Downfalls of Using Your Host’s Email Server

Email plays a very important role in your workflow, as it is the primary medium used to keep you and your customer’s informed on what is happening with your site and business. So it’s very important that you have a system in place that you can count on! Here are a just a few examples of emails that a site might send out on a daily basis:

Notifying new WordPress users of an account and location to log in
Password reset and change notifications
New comment notifications on your blog
Pingbacks and trackbacks if enabled
Notifications of new e-commerce sales in WooCommerce or Easy Digital Downloads
Lead and contact form submissions from plugins such as Gravity Forms or WPForms
Security notifications from plugins such as WP Security Audit Log or WordFence
Email newsletters if using plugin inside WordPress
New feature announcements
Communication with affiliates

If you think about it, that’s a lot going on! Especially on larger sites, as emails could be getting sent out every couple seconds. If you don’t use a professional email marketing software or transactional email service provider, you are bound to run into the following issues which can really harm the success of your site and campaigns:

1. You’re Not Always in a Silo

A good way to think of how email works with typical WordPress hosts is that it’s like shared hosting. You are tied to IP addresses that your host has configured for outgoing email. If something goes wrong with that, such as a client suddenly spamming, there is a chance the IP address could get blacklisted for spam. Then you’re suddenly left at the mercy of waiting for your host to resolve the issue with the provider or ISP. This could result in spotty delivery and wait times for your emails, which is never a good thing.

When it comes to WordPress hosting you don’t have to worry here at Host SEO, as every site on our platform runs in an isolated software container that contains all of the software resources required to run the site (Linux, NGINX, PHP, MySQL). This means that the software that runs each site is 100% private and is not shared, even between your own sites. And for important emails such as password resets, and comment notifications, we rely on a third-party SMTP provider to ensure high deliverability. But for marketing-related emails and bulk sending, we highly recommend using a trusted third-party solution.

2. Email Deliverability Issues

One of the biggest downfalls to relying on your WordPress host for emails is deliverability issues. According to ReturnPath’s Email Deliverability Benchmark Report, 21% of opt-in emails never make it to the inbox. Hitting your customer’s inbox relies on a multitude of factors, from ISPs, bounce rates, MTAs, the originating IP address of the sender, etc. Third-party email marketing software platforms and transactional email services are set up and configured in such a way that they can greatly increase your odds of hitting your customer’s inbox. They also have entire teams working day and night to ensure their emails reach their destinations and that their IPs aren’t blacklisted.

Here are a couple additional examples of things they do:

Ensure they are on whitelists and feedback loops
Utilize hundreds of IP addresses and different data centers
Analyze bounce rates to keep lists clean
Abuse monitoring and IP reputation
Have the ability to provide you with a dedicated IP

3. Not Always Possible to Setup Email Authentication (DMARC)

Email authentication also referred to as domain authentication or validation (DMARC), refers to the process of better identifying the sending origin or domain so that ISPs can better route your email. This is a great technique to help prevent spoofing and phishing scams in case the email message appears to be from one domain, but it actually delivered from another. In other words, email authentication allows your email marketing tool to send email on your behalf, but as your domain. This isn’t required, but always recommended!

Authenticating your domain requires that you add a record to your DNS. The issue is that if you rely on your WordPress host for email, they aren’t typically able to add this because they don’t have control over your DNS. How much can email authentication impact you? Well, we had a client move DNS providers and their newsletter was then immediately going to the spam folder for almost a month before anyone realized it. This was due to missing authentication records. By going straight to spam their open rate decreased by 4.79% from the previous month and their click rate decreased by 1.56%. That is why you don’t want to end up in the spam folder and why email authentication is important.

4. You Can Run Into Server Resource Issues

And the last thing to keep in mind when it comes to sending emails via your WordPress host is that you could run into server resources issues. With some hosts, especially shared hosts, this could even get you suspended. This is because even little things like sending emails require server resources. This especially becomes a problem with those trying to send bulk emails. This is the reason why third-party transactional email providers exist and why a lot hosts simply block email delivery on standard ports altogether.