Email marketing has long back been included into the big picture of the marketing strategy of business houses and successfully become as the right alternative to the other marketing tactics. This innovative mode of online marketing helps business houses experience a significant bulge in their profit level but apart from that it builds up a unique business bondage between the businessmen and their clients. With an increase in the bulk of your emails a month, some problems will start cropping up. At this point you have a realization that the existing infrastructure may not be the perfect fit to handle your needs regarding email sending. Some mails may be in queues at length and the others may bounce. In a nutshell, the overall scenario is very much unpleasant. So, upgrading the system should be your prime consideration at this stage. A special type of server for providing the best SMTP service should make it to the list of the essential email marketing tools.

The SMTP server is called MTA, a short form of mail transfer agent. What is it? In a layman's term, it is an engine that is responsible for sending your bulk emails. How does the server provide the SMTP service? Well, it is worth explaining in detail. The fact is that the server has to don many a hat to cater to our needs. First of all, it receives emails from a sender's marketing application. Then it decides which domains to deliver the generated emails and then transport them to your listed domains. In the earlier period, when the volume of emails used to be considerably lower, the users turned to the in-built email servers or were in the habit of using the free of cost SMTP service providers such as Postfix, Sendmail, Mircorsoft IIS SMTP server etc. The scenario has changed completely with a surge in the number of daily emails and nowadays the advanced and sophisticated SMTP server dominates the canvas.

The downside of using the in-built SMTP service providers is that they can not effectively manage the huge bulk of emails and the personal email communication breaks down. The cost-free SMTP mail servers also fail to meet the delivery challenges that emanate in times of sending a bulk of emails to the large ISP domains. The challenges that a SMTP service provider faces are mainly of three types – processing of email bounces, email throttling to some definite domains and providing support for email authentication standards such as DKIM, Sender ID, Domainkeys etc.

Fortunately, the signs of trouble in handling bulk emails by a server manifests in a number of ways. The most prominent sign of incapacitation of the SMTP mail service provider is a considerable delay in mail delivery. Once you experience long delivery time when it comes to sending mails, you have every right to suspect the capacity of your SMTP service provider (SMTP server) in handling the loads of mails. The server is incapable of parsing the messages as well as DNS lookups, a must need at delivery time. The deferment of mail is another reason why you experience delayed delivery of mails. Such problems occur when your emails tend to be closer to several thousands or go beyond it. The free SMTP mail server is not modeled to address the problems in sending huge volume of mails. Your email marketing investment is not a paltry amount and commercial SMTP mail server or a hosted SMTP server, though not inexpensive still can protect that costly investment.