Category: Articles

Reduce Emails from Your Website Going Into Spam

Erik Olson

Erik the Founder & CEO at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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If you already have a website or a software product then there’s a good chance that it sends emails to your users. If not, then you’re missing a golden opportunity to reach outside of your website or software to strengthen the relationship with your users. Email is a great way to do that.

It’s relatively easy to programmatically send an email. But what do you do when the emails that your website or software sends end up in people’s spam or junk folders?

Is there anything you can do about that? The answer is, Yes!

Introducing Email Service Providers

Although it’s easy for your website or software to craft an email, it cannot actually be sent without an email service provider. Think about the correlation between email and traditional “snail” mail. The letter your write or print and stuff into an envelope is analogous to the email itself. But someone has to physically move that envelop from your home or office to its destination – the United States Postal Service (USPS).

It’s the same with email. The email that your website creates needs someone like the USPS in order for it to be sent. That’s where an Email Service Provider comes into play. Unlike sending a physical piece of mail where in the US we basically have one choice, there are many vendors that will send email for you.

Here are several, but there are many more…

  • SendGrid
  • Mandrill
  • Sparkpost
  • Aritic Mail
  • Amazon Simple Email Service
  • MailGun
  • ElasticEmail

They all offer similar features and services, and most are pay to play. At Array Digital we prefer SendGrid and use that on almost all of our projects.

What’s the Benefit?

The main goal of an Email Service Provider is to transport your email to where it needs to go. But Email Service Providers really need to do much more than that. First and foremost, they need to make sure that those emails land in your users’ inboxes.

1. Avoid the Spam/Junk Folder

Most Email Service Providers have their own proprietary algorithms to increase the chances that your emails will land in inboxes. How do they do that? I have no idea – it a proprietary black box – but I know it works! So by sending through a third party instead of, say, through your own email server used by your staff to send normal human to human emails, you’ll greatly increase your chances of email from your website or software sticking the landing – in the Inbox.

2. Ability to send bulk emails

With this feature your software can send one message to the Email Service Provider. That single message will contain a subject and body with optional placeholders for the recipient’s name and other personalization data. The message also includes the list of email addresses and personalized data that needs to be merged in. So your software sends one message, but hundreds or thousands end up going out.

Without a bulk sending feature like that, your software would need to loop through hundreds or thousands of contacts and send one email at a time. Not only can that hurt performance, you’d have to pay your developer to create that code. Don’t build that code – it already exists with your Email Service Provider.

3. Deliverability Status

Wondering whether a particular person was sent an email from your software? Wonder no more. Your Email Service Provider will allow you to log into a dashboard and see for yourself. Get proof of when the email was sent and the current status of the email. It’s kind of like UPS Tracking, but for email.

4. Open and Click Tracking

You’ll also be able to determine how many people opened your emails and even how many clicked the links in the email. All of this comes without you having to set it up as long as your Email Service Provider supports it, which almost all do.

5. Contact History Tracking

Often you want to know all the emails sent to a particular person. Traditionally, your developers would have to code that feature into your website or software and save the data in your database. Translation: You’d have to pay them to get this feature.

This comes standard with many Email Service Providers. So you can log into their dashboard, filter for a person or email address, and see all the emails sent to them. You can also leverage their API to programmatically export that history for display in your website or software!

6. Advanced APIs

If you need a custom email sending function such as templating of common emails, most Email Service Providers support that through APIs (application programming interfaces). This will allow your develop to take full advantage of all of the features offered through a programmatic interface that is familiar and flexible for your developers. It also allow your designer to log into make changes to the templates without having to distract your programmers from other tasking.

Other Reasons to Use an Email Service Provider

Each Email Service Provider comes with their own set of features. Research each to determine which is the best fit for your situation. You’ll need to figure out which provides the most bang for the buck based on your specific needs.

Be sure to also look into their support options. There’s nothing worse than discovering that an email was rejected, but having idea why and having no one to reach out to to find out why. This kind of troubleshooting is invaluable for learning and to avoid the same problem in the future.

As part of your research, you may want to take a look at some of these great resources:



Grow Your Business With Amazing Software
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The Best IT Companies in Hampton Roads


Erik Olson

Erik the Founder & CEO at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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There are many good Information Technology (IT) companies in Hampton Roads. Our list of the best IT companies in Hampton Roads includes only IT companies who focus on Managed Services and don’t dabble in unrelated services such as software development, creative services, accounting, or general business consulting. When you need IT help, you want to work with an IT specialist.

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How to Buy a Domain Name

How to Buy a Domain Name


Katya Ruiz

Katya Ruiz is the Executive Assistant at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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When creating a new website, one of the first questions to address is how and where to buy a domain name.  A domain name is “the part of a network address that identifies it as belonging to a particular domain.” Or, more simply, the domain is what we usually think of as a website’s name. For a business, the site name is typically the business’s name if it is available, and for a personal blog, it is usually the title of the blog.

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Custom Software Cost Estimation

Erik Olson

Erik the Founder & CEO at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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Pricing for custom software will vary widely across industries and is based on many factors. This guide will step you through the top 13 factors that will affect the cost to develop and operate your custom software.

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Is Custom Software 100% Custom Made?


Erik Olson

Erik the Founder & CEO at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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Contrary to popular belief, custom software is not 100% made from scratch.

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COTS Software Pricing Guide

COTS Software Pricing Guide


Erik Olson

Erik the Founder & CEO at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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Commercial Off The Shelf (COTS) software is a term used to describe software that has already been made and is now being sold to the masses as a pre-packaged product. Microsoft Office or Quickbooks are examples of COTS software. Those companies made the product specific enough to solve a common business problem, but generic enough to apply to the masses. As long as you need to create a document or manage your finances, those products are fine. Unfortunately, they aren’t necessarily optimized for your industry, business, opportunities, or processes.

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How much does a domain name cost?

How much does a domain name cost?


Jason Buonviri

Jason Buonviri is the Web Developer at Array Digital. Companies come to us when their software holds them back from growing. We solve complex problems so they can compete at a higher level.


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When creating a brand new website, there are several costs associated with the process, including hiring a web development company, purchasing a hosting plan, signing up for a continual support plan, and registering a domain name. A good domain name (the “www” address that people type into their web browser) is critical to any new website and will allow users to easily remember and find your website. When people can find your website quickly, it makes it easier for them to make a purchase and for you to increase your sales.

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Best Social Media Platforms For Business

Best Social Media Platforms For Business


Jake Maines

Jake Maines is the Digital Marketing Manager at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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Whether you run a Business-to-Business (B2B) or Business-to-Consumer (B2C) company, your business should use social media to gain brand awareness and generate leads. The graphic below shows the current volume of users for the most popular forms of social media, namely Facebook, YouTube, Instagram, Twitter, Google+ and LinkedIn. Let’s take a look at the best ways to use some or all of these to help you maximize your business’ digital presence.

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Jake Maines

Jake Maines is the Digital Marketing Manager at Array Digital. Companies come to us when their software or manual processes hold them back from growing. We automate solutions to complex problems so our clients can compete at a higher level.


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A well-designed website with a clear purpose is important for every company. Because there are so many different design options and strategies for websites, it’s critical to determine the website’s purpose for your business before diving into design. Doing things in the right order will save you time, money, and frustration as you use your website to build your business.

A major consideration in website design is choosing a single-page or multi-page format. This is an important starting point, and each style has pros and cons. Read on to learn a little more about each format.

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Why do I need an SSL?


Jamal Anderson

Jamal is the Project Analyst & QA Tester at Array Digital. Companies come to us when their software holds them back from growing. We solve complex problems so they can compete at a higher level.


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That little green lock icon in the address bar of a website is a common sight, especially if you are doing any online shopping. It means the site  is safe to use, but what does that green lock actually do to protect you?

In order to understand this, it’s important to understand how information on the Internet gets from its point of origination to its destination. Unlike a direct flight from DC to New York, data on the Internet must pass through several computers and servers along its way from point A to point B. Just like an indirect flight where you need to make a connection, data that must travel through multiple points has the potential to get delayed, lost, or intercepted by people with unsavory motives.

That little lock icon, also known as a Secure Sockets Layer (SSL) certificate, gives site visitors confidence that the data they submit through the website will not be compromised during its journey.

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