Solution Overviews » Marketing » Email Marketing
Email Marketing
1. Overview
Email marketing can be an excellent way to accomplish key marketing objectives. Emails with updates, specials and newsletters can remind existing customers about your products and services and can also help you attract new customers because informative emails allow them to familiarize themselves with your business. Email can also be much cheaper than doing a paper mailing.
However, you must be aware of how to prevent your emails from being perceived as unsolicited email or SPAM because that perception can negatively impact your reputation and also prevent you from sending future marketing emails. If you become identified as a junk mailer your web domain may end up being blacklisted by email service providers.
While it may not be illegal to send out unsolicited emails, the current "best practice" is to only send email to people that have added themselves to your company's mailing list or opted in.
See the following for more details on the legal requirements: The CAN-SPAM Act: Requirements for Commercial Emailers and FTC SPAM
Benefits
- Save cost compared to regular mailings
- Remind customers that you are still around
Considerations
- Recipients
To how many people you will be sending emails?
If you only need to send emails to 100 people and you aren't concerned about tracking responses in detail, then you may be able to get along by simply sending regular emails.
- Content
Determine whether to send an email rich in content or include a link to your latest newsletter that is posted on your website. Posting your newsletter on your website may boost the relevance of your website which may improve your search rankings. Enticing visitors to your website may also get them closer to your products and services.
If you are blogging, functionality can be added to allow visitors to sign-up for blog updates via email. When a blog entry is posted, an email is sent containing your recent blog entries. This can be a great way to keep your community in the loop if you don't need the extra features of a periodic newsletter.
- Frequency
How often will you be sending marketing emails?
Features
- Manage email contact lists/groups
- Draft email with or without graphics
- Web page or code snippet to allow visitors to subscribe or unsubscribe to your mailing list
- Track responses by each individual
Implementation Options
1. In-House Email Marketing Software |
2. Internet Email Marketing Service Provider |
|---|---|
Email Marketing software can be installed and run on your web server as long as you have the ability to create databases and accommodate any other needed software requirements. |
These services will provide all the software needed to draft, send and track emails that you send. |
2. Option Comparison
| 1. In-House Email Marketing Software | 2. Internet Email Marketing Service | |
|---|---|---|
| Requirements | A web server with software to run the email marketing software. | None |
|
Cost Factors |
Hardware | |
| None | None | |
| Software | ||
| Email Marketing/Email List Management software | None | |
| Labor | ||
| Install, configure, upgrade, test and use the software | Configure, test and use the software | |
| Services | ||
| None | Cost per month and/or cost per contact | |
| Reliability | It can be tricky and time consuming to adjust email settings to reduce the likelihood of your email ending up in the junk or bulk folders of your addressees. | Since email marketing services are experienced, they may save time when trying to make sure emails get into inboxes rather than junk folders. |
|
Spam Perception Show/Hide detailsA blacklist is a list of domain names or IP addresses of suspected spammers. If your emails are thought to be SPAM you may end up on a blacklist. In contrast, a whitelist is a list of acceptable domain names or IP addresses. |
You are responsible for ensuring that all rules are followed to comply with the CAN-SPAM Act. Expect to review details on your email properties and also verifying that your web server | An Internet email marketing service will likely have more resources and experience to help ensure that you are complying with the CAN-SPAM Act. |
3. Next Steps
| 1. In-House Email Marketing Software | 2. Internet Email Marketing Service | |
|---|---|---|
| General Advice | Use when you are tech savvy, want total control over your emails and don't mind spending the time. | Use when you lack the technical resources and want to ensure your email is not perceived as junk mail. |
Find Local Tech SpecialistsSearch TechShortcut's tech profiles for specialists in your area |
"Email Marketing" | |
Find More InformationUse Research Helper to find related web articles |
"Email Marketing" Software | Online "Email Marketing" Service |
Examples of Products and ServicesThese are not endorsements, simply some product or service names we encountered in our research to get you started finding your best fit. |
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Outside Information
- TopTenReviews: E-mail Marketing Services Review 2009
- Wikipedia: E-mail marketing
Related Tips
- A blog with an email subscription option can substitute for a newsletter if you are not concerned with contact management, tracking individual responses or robust graphics.
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