Email Marketing Means Knowing Your ISP
When it comes to using an installed email marketing
software solution, your best delivery option is
through an SMTP mail server. Typically, when you
sign up with an Internet Service Provider (ISP),
they provide a number of email addresses you can
use plus use of their outgoing (SMTP) mail server.
There are thousands of ISPs across the nation
and worldwide, however, and it is almost impossible
to know how each of them behaves toward bulk delivery
of email.
It is therefore incumbent on you, the ISP customer,
to know the rules and regulations of your ISP
with whom you contract.
Some ISPs may block access to all other outgoing
mail servers using the standard SMTP port 25.
Sometimes they limit outgoing bandwidth, because
spikes in bandwidth usually indicate high volume
mail traffic.
Many ISPs spell out their email restrictions
on their website, typically as part of their user
licensing agreement. If the restrictions placed
on emailing by your ISP are unsatisfactory, you
should change ISPs; after all, they are competing
for your business.
Pressure them to provide the services you need
to run your business more effectively.
General rules about
ISPs
As a general observation, the larger the ISP,
the more restrictive they are towards emailing.
Large ISPs typically lack the flexibility to accommodate
everyone adequately, so they basically provide
a broad range of services geared toward the general
masses, not your small business. A bulk email
marketer is not part of the general mass of Internet
users, however, and requires special consideration.
We at Arial Software are constantly asked which
ISPs we recommend; unfortunately, it is impossible
to recommend any company because many ISPs are
typically serving local or statewide markets.
National ISPs include large companies like Cox
Communications, BellSouth, and Verizon Online.
As mentioned, these ISP “big boys”
typically have many limits on sending emails because
of their huge volume of customers and their catering
to this segment. Smaller ISP companies, with more
control over individual configuration, may be
more willing and able to accommodate your email
needs.
Samples of ISP rules
Here are some examples of email requirements
from a few larger ISPs.
Cox Communications
Cox Communications allows bulk email marketing,
but you need to follow their rules. These include
using valid From, Reply to and Return Path addresses
within email messages. For lists over 1,000 emails,
you must send them during low traffic times, usually
between the hours of 11 p.m. and 4 a.m. Central
time.
You’ll also need to get written permission
from Cox to engage in bulk emailing through their
servers. Cox Communications has several regional
offices and locations so you’ll want to
contact the one providing service in your area
for specific questions.
For more information visit the Cox Communications
email policy links below.
Cox Communication Email Policy Links
BellSouth
BellSouth doesn’t post their bulk email
information online, so you will most likely need
to call your nearest BellSouth representative
and ask them specifically what their email marketing
policies are. Building an ISP relationship with
BellSouth would be well worth your while, because
if you are determined to be a spammer it could
cost you up to $5.00 per email, according to BellSouth’s
Acceptable Use Policy.
BellSouth Policy Links
Verizon Online
Verizon Online explicitly states that they do
not support sending to email distribution lists,
which sounds like they do not allow bulk email
through their servers.
Verizon Online Links
- To find Verizon
information and support, go to http://business.verizon.net/help
and enter your state. To find the name of the
mail servers click on the “E-mail”
link on the right, and click “E-mail settings
and server names” under the business column.
GoDaddy.com
GoDaddy, a popular web domain name reseller,
is also a web host that provides full services
for managing your company domain, including email
services. GoDaddy limits email marketers to sending
250 emails per day, per email account. Additional
sending packs for larger lists can be purchased
from GoDaddy in increments of 50 emails.
GoDaddy Links
Earthlink
Earthlink’s bulk email policies are a
little vague. Their website does not provide a
number on what the email limit is. Their limits
change daily, based on the amount of traffic through
the mail server. If you get the following message
“error 554: www.earthlink.net/go/bulk -
Outbound message limit exceeded,” then you
know that you’ve exceeded the limit for
the day, and you’ll need to follow the link
and provide additional information.
Earthlink Links
AT&T Yahoo! (sbcglobal.net)
AT&T Yahoo! business packages have effective
outbound email packages when using an installed
email marketing software product. You must ensure
that you have the right business account package.
If you try to send commercial bulk emails using
a residential email account, you will likely run
into a few roadblocks along the way.
AT&T Yahoo! links
AOL
Even though AOL has the most stringent of bulk
mail rules, they are posted online and cover basically
the same technical requirements of all ISPs combined:
email behavior is evaluated by individual IP address
and not domain; mail servers must have valid reverse
DNS records; organizations must sent a minimum
of 100 emails a month to remain on the AOL active
whitelist. AOL also offers commercial bulk emailers
an enhanced whitelist though a service called
CertifiedEmail. This service, however, comes with
a nominal charge.
AOL links
Comcast
Comcast mail servers are restricted for residential/non-commercial
use only. If you are sending legitimate email
using your own SMTP server through this ISP you
will need to contact them directly.
Comcast links
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