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Everything you need to know about private email infrastructure in 2024

Uncover the strategic advantages of private email infrastructure for marketing campaigns. Learn how it safeguards against bans by major providers like Google and Outlook, with a detailed analysis of its benefits and limitations, presented by Borks.

Georgey Tishin

Feb 7, 2024

3 minutes

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Lead Generation

Why is cold email getting harder?

Cold email is one of the most reliable, cost-effective, and direct forms of outreach, utilized by over 4.37 billion monthly active email users. The fact that more than half of the global population uses email, combined with its status as the most developed mechanism for direct outreach—thanks to advanced sending tools, extensive lead databases, and plentiful documentation and content—explains its widespread use.

Although all of that sounds great in theory, there is one fundamental issue that plagues cold email — it's technically against the terms of service of most email providers, including the big giants like Gmail & Outlook. And coming from a business perspective, it makes perfect sense why big corporate giants like Google and Microsoft don't want you doing cold email.

Business Email Market Share

Google & Microsoft alone hold about 75% marketshare on company email addresses, meaning most of the time when you're doing cold email, your prospects are receiving your emails through Google & Microsoft.

At the core Google & Microsoft are advertising companies. They make a large chunk of their money from selling Ad placements to other companies that want to leverage their platforms to gain business. Now what do you think Google/Microsoft are thinking when you're raking in millions of dollars leveraging their platforms, and they're not getitng their fair share of it? They're obviously not going to like it.

Thats why all of these big companies are trying to do everything in their power to make cold email harder and harder, they want to push to do Google Ads instead of cold email. But like everything in life — there's always a way around it.

The Better Solution

The concept of big companies not wanting us cold email marketers to do cold email isn't new — they've only started taking action recently, but its been against TOS for quite some time.

The better solution to all of this, is to just use private email infrastructure. Private email infrastructure companies go and setup SMTP servers the same way Google & Outlook does, but they set it up with the INTENTION of you using their server to do cold email.

They will make the entire process easier, faster & cheaper, since you don't need to do any workarounds to get things going. They understand that people will pay for email accounts, and they're capitalizing off of it.

Rumors About Private Infrastructure

I have heard dozens of people talk about private infrastructure leading to bad deliverability, high bounce rates & ruining a ton of leads. Although some private email infrastructure providers are just inherently flawed, most of the time — the problem is because of the person writing the cold emails, and not the infrastructure provider.

People will setup cold emails, and violate several deliverability practices and then start pointing fingers when they see that they're going right to spam. Rooky mistakes like:

Including any time of link in your email. (your website, unsubscribe links, files, etc)
Including images
Including a fancy HTML email signature (Just do not do this)
Tracking open rates & click rates.
Not sending plain text emails (remove all HTML elements)
etc

Will destroy your deliverability regardless of what platform you use.

What Provider Should You Use

There are tons of providers, and most of them pretty much do the same thing, so as long as you don't go with one that is known to have deliverability issues you should be fine.

Personally we use Mailscale for ourselves and our clients campaigns—and we've never had any problems with them. Their prices are fair, and they automatically setup all DNS records, email accounts & domains for you, so its literally a couple clicks to get everything setup.

At the time of writing this, they charge $99 a month for 50 email accounts. You can safely send 2K emails per day for $99 a month, and in comparison to using public infrastructure this is 5X cheaper, 10X faster & just overall some much easier.

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