Email marketing is one of the most powerful marketing tools available for communicating and developing relationships. But, email marketing can only be that powerful when it's done well.
1. Are Approved as Bulk Mailers
Many email accounts and most ISPs limit the number of emails that you can send at one time, further, most ISPs guard against bulk emailing, as it is often spam. Legitimate services typically have strong relationships with ISPs and are able to send bulk email.
2. Follow Professional Mailing Practices
For those of you using Outlook or another email account, mistakes can happen.
Perhaps the most common mistake is exposing your entire list in the To: line, which violates all of your list members’ confidentiality and exposes their email addresses. In addition, failure to includeunsubscribe instructions, an unsubscribe link or a physical mailing address is now against the law. Email services provide an automatic unsubscribe that is oft en effective immediately, and require inclusion of a physical address in every email.
3. Provide List Hosting and Management
An email marketing service hosts your email list and automatically performs critical list management functions. These functions can include signup for new subscribers, editing capabilities so that subscribers can edit their own profiles, and the ability to unsubscribe with one click. Because you are required by law to process an unsubscribe request within 10 days, the unsubscribe functionality alone is critical to successful email marketing.
4. Require No Technical Skill or Support Staff
Whether you are using your email account (and going it alone), or using a bulk email soft ware package, you will find that an email marketing service can save you precious time and money. With a service, the bandwidth, power and flexibility are “built-in.” You do not have to worry about the technology or infrastructure required to send your email campaigns.
5. Handle Formatting
Email services usually send emails in multipart format. This means that your emails will be delivered to your subscribers in the correct format every time. In comparison, your email account can’t tell which email format each recipient is able to receive - HTML or text. If you send HTML from that account, some of your recipients will get gibberish that they can’t read. In addition, the size of your email may exceed the requirements of the ISP or corporate domain, making it more susceptible to blocking and filtering. If you send only plain text, you’ll be missing out on response rates of up to 35% higher with HTML.
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6. Create Great Looking Emails
Some email marketing services provide professional HTML templates to make email creation easy by eliminating the need for any HTML skill. Templates are pre-formatted to help you organize your content. They include appropriate fonts, colors and placeholders for graphics and company logos that are easily customized to create a look that matches your company’s website or brand. .
7. Get Higher Email Deliverability
A good email marketing service maintains strong permission policies and has an active anti-blocking team working with ISPs on your behalf to ensure that your email is delivered. A service delivers your emails with proper protocols, develops relationships with ISPs and is white listed to be sure your permission based email gets through.
An email marketing service monitors all outgoing email to ensure that all major ISPs and corporate domains are successfully accepting your email.
8. Deliver Measurable Results
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 through and which links they clicked on. Reports also show new subscribes, unsubscribes, bounces and formal spam complaints. These reports help you track and measure your success, target more effectively, determine warm leads 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
9. Include Frequent Updates and Enhancements
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 – as required in the case of most purchased bulk email soft ware. 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 optimize email delivery though ISPs. delivery and response and minimize the spam in your subscribers’ inbox.
10. Comply With Email Laws
As email marketing matures, so do the laws. An email marketing service will ensure that your email campaigns are compliant with legislation. For example, the U.S. CAN SPAM law that went into effect in January of 2004 required that every email campaign sent include the physical address of the sender, and that unsubscribes be honored within 10 days of the subscriber’s request. Because email marketing service providers are responsible for ensuring their customers’ compliance, they focus on the law and ensure that their services are up-to date on compliance.
About the Author
Nicholas @ AddMe.com www.addme.com
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