Email marketing has earned itself a bad name in recent years, predominantly because of the number of companies who have not approached it correctly. However, if undertaken properly, email marketing can be one of the most powerful advertising tools a business can have. While it may be tempting to open an email account and bombard your client base with newsletters and adverts, there are limitations to what you can do. The best approach is to place your campaign in the hands of an email marketing service.
Quality and Quantity
Most Internet Service Providers (ISPs) have a limit to the number of emails they can send at any one time. This is because of the proliferation of spam on the Internet. Trying to send emails this way is likely to have your campaign discounted before it begins. An email marketing service will have strong links with ISPs, allowing them to send large numbers at any given time. In addition to this service, a good email marketing service will review the content of any emails you want to send and offer advice on the way to maximise customer response. This may involve changes to text or graphics, but these are professionals who are experienced in delivering quality products in greater numbers.
Protecting Yourself and Your Clients
In the past, companies who have used the DIY approach to email marketing have fallen foul of some basic mistakes. Anyone who has received a blanket email from a friend or colleague will be aware that it is possible to see the email addresses of all the other recipients. An email marketing provider will use software to prevent this from happening, protecting your customers’ confidentiality – a vital feature in an age of identity theft. In addition, an email marketing service will be able to implement an ‘unsubscribe’ facility, which is now a legal requirement.
Monitor the Results
It is pointless launching an email marketing campaign if you have no way of knowing whether it is getting through to the right people. Often, companies buy the contact details of potential clients. However, this data is not always up to date and large numbers of emails ‘bounce’ back. Using an email marketing service, you are able to keep tabs on which emails are delivered and which are not. In addition, an email marketing service will be able to tell you which emails are not getting through because the address no longer exists or the inbox is full. Information such as this can help you specify your campaign, so that it only targets people who may become genuine customers.
Save Time and Money
Anyone who has tried the DIY approach to email marketing will know that there is more to it than just setting up an email account; there is bandwidth to be considered and the building of an infrastructure to ensure that the emails go out on time and reach their intended targets. With an email marketing service, these facets come as part of the package. To allow you to customise your emails, many of these companies include a tool that allows you to do just that – no matter how limited your technical abilities. In addition, using an email marketing service means that you do not have to pay for set-up costs and there is the added bonus of having free technical support in the event that something does go wrong.
The true power of email marketing can only be tapped if campaigns operate within the parameters of the Law, adhere to codes of practice and keep up to date with continually advancing technologies. An email marketing service can deliver the message, while you focus on running your business.