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dotBiz

Email Newsletter Marketing - Part II

dotBiz logo In Part I, I started looking at email marketing. More specifically, I was showing you how using online email marketing services is much more beneficial and professional than sending emails using the likes of Outlook, etc.

An email marketing service enables you to measure the response of each email campaign. Many services report the number of emails sent, opened, who opened, who clicked on links contained in the email and which ones they clicked on. Reports also show new subscribes, unsubscribes, bounces (emails that could not be delivered) and formal spam complaints.

These reports help you track and measure your success, target more effectively and improve your results over time. By understanding the individual and campaign results, you will know your subscribers better, and build more effective future email campaigns.

If you send your email from a standard email client like Outlook and it generates spam complaints, you won’t know about them. Taking that further, if your email is perceived as spam by Internet Service Providers (ISPs), you run the risk of having your entire corporate email server blocked. Businesses need to go through email service providers that can help them stay on the right side of the ISPs.

Using an email marketing service guarantees that you will always have the most current tools available to meet the changing requirements of the industry without having additional updates to install. It is critical to keep up with email marketing legal compliance and new technology on the spam elimination front.

Most new technologies that are being employed by ISPs to eliminate SPAM will require changes in both how you send email, and what you send. A good email marketing service provides regular updates and new features to enhance functionality, comply with the law, and optimise email delivery though ISPs.

When you add up the costs of your current method of sending email campaigns, you may find that a service is less costly in terms of the resources and time required, and in real pounds and pence. If you are spending your time trying to format your email for delivery, or handling bounces in your inbox, time may be your biggest savings.

The technical resources to support in-house email operations can be expensive. An email marketing service allows you to use email marketing without technical resources or an infrastructure to support it. And, most services charge only a small monthly fee, without set-up or support costs. This keeps your investment small.

For any business that uses email to communicate with customers and prospects, following email best practices, following the law, and keeping your email practices up-to-date with changing standards, is of the utmost importance because this is the only way you can realise the true power of email marketing.

Let an email marketing service help you solidify existing relationships, initiate new ones and convert your one-time visitors, (buyers, members etc.) into repeat business and long-term customers. Find an email marketing service, like Constant Contact which offers a free 60 day no-obligation trial, that has the important features listed above. This way you can spend your time doing what you do best - promoting your own company, product, service or cause.