The requirement of an Amazon SES to use EmailOctopus was a huge blocker for many who signed up. Over 60% of users who signed up not completing this step. Being an SES only solution helped us in the beginning, it meant we could hand off things such as reputation management to Amazon and it allowed us to focus on the front-end of the product where emails as built.
But the wider problem we are solving is that email marketing is too expensive and complex for many . To better solve that problem, we really need full ownership over our users and the sign-up process. We’re now at a stage where we can manage that process having grown in people expertise.
So as of today, there is no need to create a separate Amazon SES account when signing up for EmailOctopus. You now simply sign up to the platform and can be sending within minutes.
The hypothesis is that it will improve our metrics of registered users > active users.
Note: We’ll continue to offer the ability to integrate with Amazon SES (at the same old price) for those who prefer that solution. That is offered under the 'EmailOctopus Connect' product.