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Staying on top of your email. One account to rule them all!

Why yet another email management article? 

I am writing this article because, in my work, I have met many people who still struggle with managing their emails, and I can suggest a reasonably simple solution. 

The problem

Online communication still requires an email address. From making purchases to setting up a subscription and staying in touch with your audience, you will need to use email

The wrong solution for this is to use your personal account for all situations. The main reason people use this is that it is convenient. There is one account to check, one password to remember, one email client, to learn to use. It is hard to argue against these advantages. But there are serious drawbacks as well. 

  1. You expose your personal email to spammers. The logic is quite simple: the more places you use an email address, the more likely that some spammers will find it. 
  2. It also becomes harder to keep track of email and categorize it based on purpose: subscriptions, business, personal, marketing, etc. Everything piles up in one big inbox. 
  3. There are some privacy concerns. Using the same email everywhere allows data tracking algorithms to follow you around and to infer some usage patterns that you may not want to be exposed. But even more fundamental than that, you may want to avoid online stackers and trolls by being very careful with whom you share your personal email. 

A better solution is to use different emails for different purposes. It is keeping things separate. While this solves all of the problems above, it creates a big hassle with having to check multiple email accounts, managing various passwords, and using different email clients. 

The Best of Both Worlds

If you make good use of auto-forwarders and filters, you can have the best of both solutions. 

With auto-forwarders, you collect all of the emails into one central account. (For advanced users I recommend POP3 pooling instead, as it is better when handling SPAM.) The best way to create forwarders is to use the “Forwarders” feature for your hosting provider or email provider.

The second part is to use filters into your main account, you categorize, label and organize the incoming email based on the email address it was actually sent to. E.g., email that was forwarded from the business email goes into the business folder, emails from the customer care address will go into a customer care folder, and so on. 

The way you choose to organize your inbox is up to you, but you now have the power to do so because even though all email arrives in your main inbox, you know where it came from. 

Now that incoming email is sorted out, how about outgoing? 

Most email services allow you to configure “aliases” that will hide your main account email. In effect, this will enable you to “Send email As…” The power of this approach is that you can also send all of your emails from your favorite client, as long as you use the proper “Send Email As…” when you need to communicate from a different email account. 

The Short Recipe

1. Create different emails for different purposes

2. Setup auto-forwards to collect all the email into your main account

3. Use Aliases/Identities/Send As features to send email from the main account but “as if” from a different account

4. Use filters in your main account to organize the incoming email

The Discipline

For this to work, you need to be disciplined and follow this process. If you are in a rush, you may be tempted to use your main account when someone asks for your email. It is best to have a “disposable” account on hand for this situation. An account that is already configured. This way, you will avoid the temptation to share your main email account because you can’t be bothered to set up a new email.

What other strategies do you use to keep spam out of your inbox and organize your email accounts? 

WordPress and the Email Problem

Have you ever had a WordPress site and your outgoing email was just getting sucked into some kind of black hole, never to be seen again?

I have discovered through experience that this is very common. And the problem is not with WordPress, it is actually with your hosting provider.

The only reason WordPress seems to be the most affected it is because it is so widely supported by hosting environments and that it is free. And not all of the hosting providers do a good job with delivering your email.

When your website is using what is called a “shared plan”, this means you share the server resources with other websites as well. And those websites may not be as friendly and ethical as you are. In fact, because it is free and so easy to use, there are many people who abuse the email feature of WordPress to send spam.

The easiest solution for the hosting providers, in this case, is to just block the outgoing email capability for everyone, including you!

This does not only affect shared plan users.

After 10 years or running an online business, and keeping an email quality score of 9+ out of 10, our email got suddenly dropped. We had a dedicated server, so we were not sharing our IP with anyone else. And we only found out of this problem because of our customers complaining about not getting their orders delivered. Yaiks!

Contacting support did not help. There was just a general reply that all outgoing email was now routed through a different grid and they were very strict in their rules. The problem was that everyone was treated the same: spammer or genuine business! And of course, the common rules were those applied to spammers. The good history and reputation of our business did not matter anymore.

Complaining did not help so I had to look for

Alternative solutions

There are two that I found:

1) Move to a different hosting that knows how to manage outgoing email well. At the moment of writing, the only one I can recommend is SiteGround.

2) Buy an outgoing email service.

I will focus on the second one because there are some mistakes I made and lessons that I learned.

Since we were used to having free outgoing email with our server, it did not make sense to me to get a paid service. So I just looked for companies who offered free email delivery if you stayed under a certain quota.

This plan backfired big time. Most of our email was sent all right, but it was going straight into the spam folder of most of our customers.

Out of the Spam Folder

The problem was that the free plan was again shared with other people who were in fact spammers.

It was time to do the math and it became obvious that we were losing a lot of customers because we could not communicate with them any longer. At this point paying for a high-quality outgoing email service began to make much more sense. Once I took the leap I had no regrets. The kind of tools you get with a paid service, and most importantly the deliverability, generated more than enough customers to cover the costs.

For an online business where it is important to stay in touch with your audience, it makes sense to have a paid email solution.

I have used SendGrid in the past and I was very happy with them. But I have moved to MailChimp because of their better automation and better integration with WordPress.

Some Technical Details

Correctly setting up outgoing email involves some technical details about DNS, MX records, DKIM, SPF and others. These are beyond the scope of this article, but if you need some guidance ask me in the comments section.