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Email

The record customers keep: receipts, statements, longer updates and newsletters.

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Email is open, universal and cheap to send, and it is where people expect receipts, invoices, account notices and longer news. Businesses send two kinds: transactional email triggered by something the customer did, and marketing email sent to people who agreed to receive it. Whether a message reaches the inbox or the spam folder depends on the sender's authentication, reputation and how recipients react. The largest mailbox providers now write these into rules: Gmail and Yahoo require bulk senders to authenticate, offer one-click unsubscribe and keep complaints low, and since May 2025 Outlook.com has required SPF, DKIM and DMARC from domains sending more than 5,000 emails a day.

Start with the 101Email 101: the whole pictureHistory, how it works, where it is used, what it costs, the rules, its limits, and when to choose it, with every claim sourced.Read the 101

Need help implementing this? Ask members who have done it.

What matters when choosing

  • Guided setup of SPF, DKIM and DMARC for your own domain.
  • Separate streams, and ideally separate domains or addresses, for transactional and marketing email.
  • Event webhooks for delivered, bounced, opened, clicked and complained, sent back to your systems.
  • Automatic handling of bounces, complaints and one-click unsubscribe.
  • Templates that render well on phones, in dark mode and in right-to-left languages.

Questions to ask providers

  1. Will we send from shared or dedicated addresses, and how do you protect our reputation from other senders?
  2. How do you help us meet the large mailbox providers' rules for bulk senders?
  3. Which events do you report back, and how long do you keep message logs?

Common mistakes

  • Treating open rates as exact; privacy features in mail apps can load images automatically or block them.
  • Mailing old or bought lists, which raises bounces and complaints and drags down every message you send.
  • Sending password resets from the same stream as newsletters, so a marketing problem delays account emails.

What it is good at

  • Long content, attachments and records people keep.
  • Reaching anyone with an address, on any device.
  • Low cost per message at large volumes.

What to watch for

  • Spam filtering that depends on authentication and reputation.
  • Slower attention than chat channels for urgent messages.
  • Engagement figures that privacy features make less precise.

How it is priced

Usually priced by monthly volume tiers or per thousand emails, with extra charges for dedicated sending addresses, longer log retention or deliverability tools.

Sources Google Workspace Admin Help ↗Microsoft Tech Community ↗IETF / RFC Editor ↗

Typical channels: Email SMS WhatsApp Push notifications

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