Email marketing is a powerful tool that allows businesses to connect with their customers, build relationships, and ultimately increase their revenue. There are two main types of email marketing: self-hosted email marketing and external email marketing. Learn more about the benefits and drawbacks of each, and decide which option is best for your business.

Benefits Of Self-Hosted Email Marketing Software

Self-hosted email marketing is when a business manages its email marketing tasks on its own server. This means that the business has complete control over its email list, can customize its email design, and has the option to manage its own email deliverability.

1. Complete control over email list

One of the most significant advantages of self-hosted email marketing is the complete control businesses have over their email list. Since they own the data, they have the freedom to use it as they deem fit. This control allows businesses to make the most of their email marketing efforts by tailoring their campaigns to their specific needs and goals. Furthermore, having complete control over the email list enables businesses to segment it according to various criteria, such as customer demographics, interests, or previous purchase behavior. Segmentation allows companies to send highly targeted and personalized messages to different groups of customers, which can significantly improve engagement rates, conversion rates, and overall campaign success.

2. Customization of email design

Another advantage of self-hosted email marketing is the ability to create branded email templates that reflect the company's image and style. This level of customization ensures that every email sent is consistent with the company's branding and helps reinforce brand identity in the minds of customers.

In addition to creating branded templates, self-hosted email marketing platforms often offer the flexibility to easily modify templates to meet specific campaign requirements. This feature allows businesses to quickly adapt their email designs to suit different types of campaigns, such as promotional offers, product launches, or newsletters, ensuring that each campaign stands out and resonates with its target audience.

3. Cost-effective

Self-hosted email marketing is often a more cost-effective solution, particularly for small businesses or those with limited budgets. Many open-source email marketing platforms are available for free, which can significantly reduce the financial burden associated with email marketing.

Additionally, businesses that choose self-hosted email marketing only pay for the server and storage space they use, giving them greater control over their expenses. This cost structure can be especially advantageous for companies with fluctuating email marketing needs, as they can scale their server and storage usage up or down as required.

Disadvantages of Self-Hosted Email Marketing

Despite the benefits of self-hosted email marketing, there are also some disadvantages to consider. One notable drawback is the technical expertise required to manage the email server, handle email deliverability issues, and troubleshoot any technical problems that may arise.

Another potential issue with self-hosted email marketing is the risk of email deliverability problems. Deliverability issues can arise due to various factors, including server reputation, email authentication, and spam complaints.

Despite this, it is clear that the benefits of self-hosted email marketing outweigh the disadvantages, so consider exploring self hosted email marketing for your business.

Advantages of External Email Marketing

External email marketing is when a business uses a third-party email marketing service, such as MailChimp or Constant Contact, to manage its email campaigns. A few advantages you might notice include:

1. Easy to use

External email marketing platforms are designed to be user-friendly, allowing businesses to create and send emails quickly and easily without requiring technical expertise. These platforms often feature intuitive interfaces and drag-and-drop editors, simplifying the email creation process and making it accessible to users with limited technical skills. This ease of use can save businesses time and resources, enabling them to focus on other aspects of their marketing strategy.

2. Good deliverability rates

One of the main advantages of external email marketing services is their ability to achieve good deliverability rates. These platforms have established relationships with email service providers and have built a solid reputation for sending legitimate emails. As a result, they can effectively navigate spam filters and ensure that your messages reach their intended recipients. High deliverability rates are crucial for successful email marketing campaigns, as they directly impact open and click-through rates.

3. Scalability

External email marketing platforms offer scalability, allowing businesses to easily increase their email marketing efforts as they grow. This flexibility makes them an ideal choice for companies that expect to scale their email marketing campaigns over time. As your business expands, these platforms can accommodate your growing email list and send an increasing volume of emails per month without compromising on performance or deliverability.

Disadvantages of External Email Marketing:

Despite their benefits, external email marketing services come with some disadvantages:

1. Limited Control Over Email Lists

One major drawback is the limited control businesses have over their email list, as the data is stored on a third-party platform. This can make it challenging for businesses to access their email list if they decide to switch platforms or want to have full control over their data.

2. Limited Customization Options

Another downside is the limited customization options for email templates that some platforms offer. While these platforms often provide a range of pre-built templates, they may not allow businesses to create fully branded email designs that accurately reflect their company's image and style.

3. Expensive

External email marketing services can also be expensive, especially for startups and small businesses with limited budgets. Subscription fees and additional charges for larger email lists or increased message volumes can add up, making this option less cost-effective than self-hosted alternatives.

4. Account Closures

Finally, there is a risk of account closure for non-compliance with platform policies. External email marketing platforms have strict guidelines to protect their sender reputation and maintain good relationships with email service providers. Businesses that inadvertently violate these policies may find their accounts closed without notice, disrupting their email marketing efforts and potentially leading to the loss of valuable email list data.

How To Choose Between Self-Hosted Email Marketing and External Email Marketing

Choosing the right email marketing option for your business ultimately depends on your specific needs and goals:


Self-hosted email marketing can be more cost-effective, particularly for small businesses. If you are looking for a way to save money, go with self-hosted email marketing.


Self-hosted email marketing allows for greater customization of email design and templates. If you want advanced features and complete control over the design of your email marketing campaign, self-hosted email marketing is likely for you.

Control and Data Security

Self-hosted email marketing offers complete control over email lists and data, ensuring data security and flexibility in list management. The data also belongs to you alone, providing you with a greater degree of security.

Technical Expertise

External email marketing platforms require less technical expertise, as they handle server management and email deliverability issues for you.

If you are looking for a team that can provide you with the self-hosted email marketing tools you need, look no further than MailWizz.

Explore Everything MailWizz Has To Offer Today

MailWizz is a self-hosted email marketing system that offers the best of both worlds, combining the cost-effectiveness and customization options of self-hosted email marketing with the user-friendliness of external email marketing tools.
With MailWizz, you can:

  • Create and manage your email campaigns with ease
  • Design beautiful, branded email templates
  • Segment your contact list to target specific groups of customers
  • Track your email campaign performance and optimize for success

Take control of your email marketing strategy and campaigns and discover the power of MailWizz today.
Explore everything MailWizz has to offer, including bulk email marketing services, and start your journey to better email marketing.

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