In this article, we will see together and step by step, how to build your own emailing software or autoresponder, and send 10,000 emails for less than 1 € …
Despite his “death” announced for years
years, email remains and will remain an indispensable marketing channel for
grow your business.
Whether by stepping down
new customers through cold emailing strategies or to build loyalty
your existing audience, an email marketing strategy remains a solid foundation
to develop an activity.
However, send a
email to 10,000 contacts will cost $ 75 with mailchimp or $ 69 with GetResponse… And
sending 10,000, 100,000 or 1,000,000 can quickly increase the
For the needs of your
company, of your collaborators, or to set up strategies of
mass emailing, it can be particularly interesting to build your
own email marketing system.
Although it may
seem technical and a little complex, in this article I will show you
step by step, like a tutorial, how to create your own tool!
In recent years, the
cost of IT resources, software, infrastructure and others
services, has dropped enormously, to the point where it is today ridiculously
accessible. Especially since the arrival of cloud players like Amazon AWS,
Google Cloud or Microsoft Azur, and their IaaS, PaaS, SaaS platforms.
In fact, most of
your usual autoresponder tools are actually based on this type of
The good news is
that today these services have become so accessible that you will
yourself be able to build your autoresponder, and send 62,000 emails
free / month then € 1 for every 10,000!
For that, we will
base on an email delivery service from Amazon Web Services (the Cloud
Amazon), called Amazon SES.
For more information on SES and its pricing, I invite you to take a look at this page: https://aws.amazon.com/fr/ses/pricing/
But beware: Amazon
SES alone does not provide a graphical interface to Gmail, or software
sending emails … And unless you know how to control the command line or
type your own lines of code, SES alone will not get you very far.
For this, we will set up a “Client”, a script that we will connect to Amazon SES, and which will provide us with the visual interface to type our messages, create our autoresponder sequences, view our metrics… In short, all the functionality of a conventional autoresponder.
Several of these customers exist on the market, the best known being https://sendy.co/ and https://www.mailwizz.com/. And it is on the latter that we will base ourselves in this article.
Get started with Amazon SES
First of all, it will be essential to create your Amazon Web Services (AWS) account at the following address http://console.aws.amazon.com.
From this interface, you
will have access to over 95 Amazon services, including sending emails with
Once your account is created
and validated (which can take up to 24 hours), I invite you to search
“Simple Email Service” (SES) in the search bar of
services, then click on it.
You are now on
the SES interface. Two steps will be required to configure SES and send
emails from your tool:
- Approve your identity by verifying your domain or email;
- Create and configure an IAM user.
Let’s go !
Approve your identity
To give the signal to
Amazon SES servers that they can send emails from your domain
(e.g. webmarketing-com.com) or your address (e.g. david @
webmarketing-com.com), it will be necessary to verify the domain or address
email in question.
Generally, checking a domain is more interesting, because it implies that all emails sent from this domain will be validated (both [email protected] and [email protected]). In the context of a company with multiple collaborators, this is what you will be recommended to do.
However, checking a domain is a bit technical: you will need to generate DKIM records and add them from the backend of your host (OVH, 1 & 1, etc.).
So, in this article, we will just check email addresses, which is much easier to set up. To verify domains, I invite you to follow the steps suggested by Amazon, or to direct you to your host / webmaster.
Tip: If you plan to send mass emails,
use a domain / email different from your usual domain, to avoid
your primary email address to be tagged as “Spam”.
For that, I simply invite you to click on “Email
Addresses ”in the left column, then on“ Verify a New Email
Address “, and finally enter the email to verify.
Once validated, Amazon should promptly send you a
verification email. Click on the link, and validate your email address.
That’s it, your email is verified. You can repeat the
process to check your other emails.
Create and configure an IAM user
IAM is Amazon’s service (AWS) that lets you manage
users, and access rights to different services.
In other words, if you want to be able to send emails
with Amazon SES, you must create a user with “Send” rights
This user will be represented by a couple of keys, which
we can compare to a couple Login / Password. It’s this user that
we’re going to come “plug in” to your Sendy GUI or
Mailwizz, to be able to use Amazon SES.
Follow the steps carefully, everything will be fine 😉
You will therefore click on “Services” in the
top bar, and search for the IAM service.
From the IAM interface, we will create your first
user. To do this, click on “Users” in the bar
left side, then on the “Add user” button.
Step 1 :
Choose a username, then check the box
“Access by programming”.
2nd step :
Here we define the rights of this user.
Choose “Directly attach existing strategies”,
look for Amazonses, then check only AmazonSESFullAccess.
You can add additional information to your
user, such as an email address or description. In our case, this step
is not necessary. Go to the next one.
Check the information a last time, then
click on “Create user”.
Once the user is created, we will have to retrieve his
security credentials. Do not neglect this step, and
download the user file in .csv format. This file will help you
allow you to connect!
That’s it, Amazon SES is ready! You will not have any more
than installing your web interface (sendy, mailwizz or other), and plugging in
AWS using just downloaded IAM credentials. Let’s see
Set up your web interface
We will now set up the part
“Software” of our tool. The script that will allow us
to send our emails through a nice graphical interface, but also
to use all the autoresponder, statistics and
In this article, we have chosen to use Mailwizz, available on codecanyon for a few euros: https://codecanyon.net/item/mailwizz-email-marketing-application/6122150
I let you follow the MailWizz tutorial to install the
software on your server, and we will resume your installation once
Its good ? Mailwizz (or other) installed?
We will now connect it to Amazon SES to send
Go to the administrator area (backend) of your
mailwizz, and click on “Servers >> Delivery servers”.
We will now create our first server. You
note that there are several servers and connection methods suggested, including
understood for Amazon which offers a connection via the SES API or directly via
We will of course use the SES API, which offers more
flexibility and functionality. Click on “Amazon SES Web API”,
and fill in the requested fields:
name: The name you want to give to your server, to recognize it
hostname: The host name of your Amazon SES server. To find it, we will return to the Amazon SES interface and click on SMTP Settings. Then you just have to copy / paste the “server name” field.
Access Key ID: The “Access Key ID” key found in the .csv file that you downloaded a few minutes ago, after creating your IAM user.
Secret Access Key: The secret key is in the same .csv file, the next column.
Finally, fill in the From email and From name fields in
indicating the email and name you want to appear when
someone will receive your emails.
The rest is optional and may remain the same.
Test and Validate
Your in-house emailing software is ready to use soon.
But before that, we have one last step.
Amazon SES is still in the “Sandbox” state (bin
sand), a sort of draft mode, where you can test the tool safely.
So we’re going to take it out of SandBox mode. But before I
invites you to test your installation for the first time by sending an email to
yourself an email, via the address you previously verified.
(NB: In Sandbox mode, you cannot send emails
than verified addresses).
To master your email marketing tool, based on
Mailwizz, Sendy or others, I invite you to take a few minutes to do
around the software, and read the documentation. You will see for example how
exit the administrator area, and log in as a user
to send your emails.
Once the email is sent and validated, it’s time to leave the
Sandbox mode, and put your tool in “production” (aka.
To do this, go to Amazon SES one last time, and
this time click on “Sending Statistics”. Finally, ask
exit Sanbox mode by clicking on the blue “Request a Sending” button
Limit Increase ”.
That’s it, your application is ready to use!
Remember to check your “Spam Score” via https://www.mail-tester.com/… That’s it, you can start having fun!
Congratulations to you if you followed these instructions
until the end. You now have your own email marketing software, and
are ready to send your email campaigns with price and deliverability
from Amazon SES.
To conclude this email, I would like to come back to a principle of cold emailing which is close to my heart and which I had already mentioned in a previous article. The one I call the “formula for success” in prospecting.
Quantity of messages x Quality of message = Success
For example :
1000 messages sent x Quality of 1/10 = 5 customers;
100 messages sent x Quality of 10/10 = 5 customers.
Indeed, sending generic emails in mass, without personalization effort, is very often not the right strategy. It’s usually best to send a small number of highly targeted emails to a group of well-identified people.
With this article, you have in your possession a tool you
allowing to send hundreds of thousands of emails for a few euros
only… It’s up to you to see if this strategy is really the most suitable for
your situation !