If implemented correctly, email blasting is the most powerful and has the highest ROI among all marketing channels. The first thing to do before you send out your email campaign is to select a healthy SMTP server to deliver emails. If you made a wrong move at this step, you would be risking your capital and the reputation of your company.
There are usually three types of email SMTP servers you can choose:
1. Partner Email SMTP Servers
These email service providers (e.g. Gmail, Yahoo! Mail, Hotmail, AOL Mail, etc.) sign agreements that emails from each other's server will never be blocked and there is no limitation on the number of emails sent per day. The only limitation imposed is on the content of the email. Therefore, as long as you avoid using those spam keywords in your email, and do not send mass emails too fast, most of your emails will be delivered safely and accurately. By utilizing professional email marketing software, like 1and1Mail, you can get your job done very easily.
2. Email SMTP servers with healthy records
To ensure a SMTP server has a healthy record, there are three things to check. (1) The servers have fixed IPs and they are not in the blacklist of international anti-spam association. (2) The Reverse PTR Records are set correctly. (3) The settings on the SMTP servers are correct. Again, as long as you write good contents and control the speed of sending well with 1and1Mail, your IPs will not be blocked.
3. Unknown Email SMTP servers
These servers usually use dynamic IPs, do not have a correct DNS records or reverse PTR records, or are blacklisted by many well-known email service providers. Emails sent from these servers would be easily blocked or go into junk mail box.
To conclude, do some research on the email SMTP servers you are using. Moreover, do not be too aggressive when sending mass emails. Use them properly with professional email blasters to build up reputation of your domain and email account.