Best transactional email software 2024

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Don't know which software to choose? Our experts are ready to help you

MailerLite (SMTP) - review, pricing, alternatives, features

MailerLite (SMTP)

3 Reviews
Quick choice
Editor's Choice
SMTP2GO - review, pricing, alternatives, features, details


2 Reviews
Quick choice
Best for beginners
SendPulse (SMTP) - review, pricing, alternatives, features

SendPulse (SMTP)

5 Reviews
Quick choice
Most affordable
Brevo (SMTP) - review, pricing, alternatives, features

Brevo (SMTP)

1 Reviews
Quick choice
Most advanced
SMTP - review, pricing, alternatives, features, details


1 Reviews
Quick choice
Best price/quality
Elastic Email (SMTP) - review, pricing, alternatives

Elastic Email (SMTP)

3 Reviews
Quick choice
Editor's Choice
Most advanced
Most affordable
Best price/quality
Best for beginners

How to choose best transactional email software 2024

The importance of SMTP in email marketing 

SMTP (Simple Mail Transfer Protocol) is a protocol for sending and receiving email on the Internet. In the context of email marketing, SMTP plays a key role in ensuring the efficiency and delivery of mass email campaigns. The main functions of SMTP in marketing include:

Sending bulk emails. SMTP allows you to send a large number of emails at once, making it an important tool for large-scale email campaigns.

Ensuring delivery. The correct configuration of the SMTP server is determined by such parameters as SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail), which help to avoid classifying the sent mail as spam and increase the likelihood of its delivery to the recipient's inbox.

Delivery monitoring. Some SMTP servers provide tools for tracking and analyzing the results of sent emails, allowing marketers to monitor performance and respond to any delivery issues.

The importance of choosing the right SMTP server

Choosing the right SMTP server for email marketing has a number of important implications that can affect the success of your campaigns and help you grow your business:

  • Delivery and reliability. Using a reliable SMTP server allows you to ensure that emails are delivered to the recipient's inbox, preventing them from being blocked or filtered to spam.

  • Scalability. Depending on the volume of your mass email campaigns, the chosen SMTP server should be able to efficiently handle large volumes of emails with stability and speed.

  • Security. Choosing an SMTP server with a high level of security, such as encryption and authentication mechanisms, helps to avoid unauthorized access and ensure the confidentiality of your emails.

  • Integration. It is important that the chosen SMTP server integrates seamlessly with other tools, such as marketing platforms or CRM systems, to ensure process continuity.

  • Cost. Effective marketing budget management includes researching and comparing the rates of different SMTP servers, choosing the best option that meets the company's needs.

The main criteria for choosing an SMTP server

1. Reliability and stability

Monitoring system: An effective monitoring system that automatically detects and responds to any availability issues. Regular data backups and restores to avoid losses in case of unforeseen situations.

Geographical location of servers: Locating servers in different geographical regions to ensure resilience and availability in different parts of the world.

Disaster recovery: Mechanisms for automatic recovery from possible failures to maximize service continuity.

2. Scalability

Server optimization: Use of optimized servers and algorithms to efficiently process a large flow of mail.

Processing speed: Ensure high processing speed to avoid delays in sending emails.

Scalable email plans: Offering plans that can be easily scaled up or down as your email volume grows.

Flexible APIs: Flexible APIs to automate and extend functionality as business needs change.

3. Security

Spam filtering: An effective spam filtering system to ensure that sent emails reach the recipients' inboxes.

Fraud monitoring: Use analytical tools to identify and block fraudsters.

TLS/SSL protocols: Support for high encryption standards (TLS/SSL) to protect data confidentiality during transmission.

Authentication security: Strong authentication and authorization mechanisms to avoid unauthorized access.

4. Protocol and feature support

TLS/SSL support: Use of the latest versions of TLS/SSL to ensure a high degree of security in information exchange.

Authentication and authorization support: Support for modern authentication and authorization systems to protect access to the server.

Integration with other systems: Ability to integrate with other information systems to share authentication and authorization data.

These criteria are important when choosing an SMTP server to ensure efficiency, security, and scalability in the context of email marketing.

Integration with other services

1. Compatibility with popular marketing platforms

Email marketing platforms

  • Provide seamless integration with popular email marketing services such as Mailchimp, SendGrid, or Constant Contact.

  • Supports advanced data sharing features such as synchronization of mailing lists and sending results.

Social media platforms

  • Integrate with social media platforms such as Facebook or Twitter to send automated messages or advertising campaigns via email and social media platforms.

2. Integration with marketing automation platforms

HubSpot, Marketo, or Pardot

  • Supports bi-directional integration for automatic data exchange between the SMTP server and marketing automation platforms.

  • Automate email sending when certain points in the marketing funnel are reached.

Analytics platforms

  • Integration with Google Analytics or other analytics services to track email performance and respond to recipient behavior. 

3. Compatibility with CRM systems

Salesforce, Microsoft Dynamics, or Zoho CRM

  • Integration with customer relationship management systems for automated contact information updates and interaction tracking.

Data synchronization

  • The ability to synchronize customer information, deal statuses, and other important data between the SMTP server and the CRM system. 

4. Flexible APIs and advanced features

Access to the API

  • Availability of a documented and flexible API for integration with any custom or specific services.

Advanced features

  • The ability to customize and extend the functionality of the SMTP server to meet the unique needs of the user through the API.

5. Automatic segmentation and personalization

Dynamic lists

  • The ability to automatically update your mailing lists based on data from CRM or other sources for accurate audience segmentation.

Personalization of emails

  • Integration with personalization elements to ensure a high level of interaction and feedback from recipients.

Integration with other services is a key aspect of choosing an SMTP server, as it allows you to ensure the most efficient use of email marketing and convenient interaction with other business tools.

Cost and tariff planning

1. Clear understanding of tariffs and volumes

Tariff structure

  • Thorough analysis of different tariff plans, including their structure, cost and scope of services included.

Tariff details

  • Get to know the terms of each plan, including the number of emails sent, data volumes, and features of each plan.

Plan flexibility

  • Check if you have the flexibility to change your tariffs if your business needs change.

2. The cost of sending mail

Pricing for the number of emails

  • Understand how rates change depending on the number of emails sent during a month or other period.

Cost optimization

  • Explore different options to optimize your cost per send, such as prepaid plans or volume discounts.

3. Additional costs (if it is any)

Additional services

  • Analyze possible additional services, such as advanced analytics, account recovery, or customized technical support, and their costs.

Limitations and additional costs

  • Evaluation of tariff restrictions, such as shipping volumes, that may cause additional costs.

Planning for the future

  • Consideration of the possibility of changes in rates in the event of an increase in email volume or changes in business needs.

4. Free trial period

Trial period duration

  • Learn and understand the duration of the free trial to evaluate functionality and meet your needs.

Trial restrictions

  • Check if there are any restrictions during the trial period, such as email volume or available features.

5. Consultation and support

Types of support

  • Evaluation of support levels, including the ability to get advice and help with billing issues.

Cost of additional services

  • Consideration of the cost of additional services, such as individualized advice on tariff planning.

Information on pricing and rate planning should be clear and accessible to ensure effective cost management and selection of the best plan for specific business needs.

Service and support

1. Level of customer support

Availability and speed of problem resolution

  • Guarantee of a reliable and accessible 24/7 support service to solve urgent problems and accidents.

  • Ensuring optimal response time and resolution of user issues.

Channels of communication with the support team

  • A variety of communication channels, such as live chat, email, phone line, or ticketing systems, to maximize customer convenience.

Staff qualifications and experience

  • Ensure that you have qualified staff capable of handling a variety of technical and service issues.

2. Updates and improvements

Frequency of updates and innovations

  • Analyzing the frequency of updates and innovations to ensure that the service meets the latest technological standards.

Procedure for implementing updates

  • A clear procedure for implementing updates that minimizes time and possible risks for users.

Involvement of users in improvements

  • Facilitate user interaction in the process of improvement and bug fixing to get important feedback.

Documentation for users

  • Provide detailed and understandable user documentation that explains innovations and changes in the system. 

3. Testing and validation

Testing before release

  • Conducting thorough testing before releasing updates to identify and eliminate possible bugs.

Validation with users

  • Involve users in the process of validating new features and determining their suitability for business needs.

Stability during updates

  • Ensure system stability during updates to avoid negative impact on users.

Support and updates play a key role in ensuring the efficiency and stability of the SMTP server, so their quality and availability are important for the successful use of the service.

Bottom line

When choosing an SMTP server for email marketing, it's important to consider a number of key criteria to ensure efficiency and success. Key aspects include:

Technical specifications: The level of availability, reliability, and scalability of the server to ensure that it can handle mail volumes and growing needs.

Security: Consideration of anti-spam measures, use of encryption, and support for authentication protocols to ensure data privacy and security.

Integration: The ability of the server to integrate with other marketing and CRM platforms for easy data management and sharing.

Cost and rate planning: A clear understanding of the cost of sending mail, rate structure and volumes, as well as avoiding additional costs.

Service and support: High level of customer support, accessibility and speed of problem resolution to ensure smooth operation of the system.

Updates and improvements: Regular updates and innovations that ensure the relevance and efficiency of the server.

The overall choice should take into account the specific needs of the business, its size, and marketing strategy. A thorough study of the characteristics and recommendations allows you to make an informed choice and maximize the capabilities of the selected SMTP server.