Why can’t I send Bulk Emails?
What is Bulk email?
Bulk email has the same content that is sent to a list of subscribers all at once. There is no action from the recipient that triggers these messages to be sent. Bulk email includes:
- Marketing emails
What are Transactional emails?
Transactional email is your one to one unique communications sent from your app when triggered by a user action. Postmark can be used to send Transactional email only. These include things like:
- Welcome emails
- Order confirmations
- Comment notifications
- Password reset emails
These emails are sent specifically when the recipient performs some kind of action in your application.
Of course, there are always some grey areas like email digests or notifications to groups. If you are not sure, please reach out and ask. We'll reply right away.
Why is Bulk email not allowed?
Postmark’s mission is to make sure we get transactional email to your customers’ inboxes as reliably and quickly as possible. To accomplish this we need to make sure that we have a stellar reputation with email service providers (ESPs). The only way we can maintain our reputation (and therefore our extremely high delivery rates) is to exclude bulk email from our platform.
Internet Service Providers (ISPs) have guidelines that ask users to separate transactional email from bulk email — and they do treat them differently when received. Inbox providers like Gmail, Outlook, and Yahoo! take notice, so a sender’s reputation is directly affected by this guideline. Since we only send transactional email our reputation with inbox providers is better than those of other ESPs, which ensures the reliable and fast delivery of your transactional email that we consider to be our core purpose.
Another factor to consider is federal CAN-SPAM regulation. If you are sending bulk email, you are required by law to provide an easy way for the recipient to unsubscribe from the list. This is not required for transactional email (although we highly recommend you provide some email preferences/options for users in your application). At this time we do not offer Unsubscribe functionality, and therefore we cannot allow you to break the law by sending bulk email without an opt-out.
What if I need to send bulk email?
There are many other services that provide email marketing tools (called ESPs) you can look into. We recommend Campaign Monitor as a good alternative.