So you’ve created a visually pleasing, compelling, and effective email that you want to send out to your email marketing list. Now what? You could take the time and effort to send it out yourself. Or, you could hire a company to do it for you. Such businesses simplify the process considerably. They will maintain your list of subscribers, deleting invalid addresses or unsubscribe requests. They will provide easy-to-use templates that will help you create attractive email pieces. They will track responses to your email campaign – even recording which recipients opened the emails. politicsay They can monitor the results of your campaign so that you can make the next email marketing campaign even more effective.
Subscriber Management: If you’re always sending emails to invalid addresses and aren’t honoring unsubscribe requests, it can damage your reputation – and the deliverability of your emails. An email marketing service should automatically remove invalid addresses and un-subscriptions – along with any contacts that should be globally banned. But, you also want a service that will look at emails that bounce back and figure out why. Sometimes technical problems can be addressed so that the email marketing message can be re-sent successfully.
Collecting Addresses: Since you probably already have a list of email marketing addresses, you want a service that will allow you to seamlessly import your list into their service. The email marketing service should also be able to create a database with information about those addresses. They should provide simple methods for interested parties to add their email addresses to your list – for instance, by using a lead capture form linked from your website.
Recipient Targeting: If you’re sending out a reminder email, you usually send it to everyone who was on the first list. But, what if you could just send it to the people who didn’t respond to the previous email? That way you don’t need to bug the people who have already responded! Or what if you could send emails just to those people who visited your website recently? Don’t you want a service that can provide this level of targeting? If you monitor your recipients’ behavior and tailor your email marketing campaign accordingly, you will greatly enhance the chances of success.
Reporting: Each campaign constitutes an opportunity to learn more about your customer base. But you won’t learn if you don’t gather the information. Look for an email marketing solution that will create in-depth reports for you. You want to know how many recipients responded to your email’s call to action, how many people opened your email, how many unsubscribed, how many bounced back, and if any got caught in the spam filter. You want reports with the flexibility to show you data for weeks, months, or other time periods. This information is invaluable in planning your marketing strategy and refining your next email marketing campaign.
Design: You want a service that will help you design attractive, effective messages. Look for one with templates for newsletters and other kinds of emails that can be customized for your business. Or, if you want to design in another program, you need an email marketing service that will allow you to seamlessly paste emails created in MS Word, Frontpage, or other html editors. Look for a service that is intuitive and easy to use and that offers what-you-see-is-what-you-get editing. So you know that what you see on screen is exactly what your recipients will receive.
Spam: You want a service that adheres to all the CAN-SPAM regulations and observes all best practices. Choose a service that will evaluate all elements of your email – html coding, header, links, tags – for spam triggers. You want a service that can score the likelihood of a spam label and will suggest necessary changes. A good email marketing service can also record instances of messages being caught in spam filters and help you avoid that fate in the future.