Why is email sending an expensive affair and what you can do about it.

If you have ever created a web or mobile app, you will know that sending transactional and informational emails to your users is a daunting and expensive affair.

Why?

Setting up email software and servers is hard. Getting them to work all the time is harder. But the hardest of all is having emails reach the recipients inbox without landing in their SPAM folder. This involves feats of expensive engineering and engineers. There are few companies that can afford to do this reliably. No wonder they charge a bomb.