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Want a more
effective email marketing system?
"If you're not careful, your emails will end up
in the virtual recycling bin, similar to their print counterpart, or
worse,..."
-eROI Email Marketing Guide
My email program won't let me send to a
group this size...
This is one of the most common reasons I hear from people in marketing
and communications for wanting to outsource their email deliveries.
Your computer's email application is not necessarily designed to handle
large group deliveries and likely neither is the server handling your
email. And if used inappropriately, your efforts could backfire - where
AOL or local business servers end up blocking your messages completely.
So the next step is to research the possible alternatives. You could:
- Ask your marketing/ad agency to take over
this communications strategy. Or if you don't have access to an agency,
you could
- Subscribe to an Email Service Provider,
learn their system and create your own ongoing email campaign. A host
of online applications are designed to handle large numbers and to
deliver personalized emails. Be careful that you choose the right one. Note >>
On the subject of Email Service Providers, recently I was asked, "What
questions should I be asking to evaluate potential vendors?"
SAMPLE QUESTIONS:
- DESIGN: Does your system have
templates or do I need to know HTML? Is there a limit to the number of
designs I can create? Does your system allow me to store photos and
documents?
- DELIVERY: Will I know right away
if my email message is delivered, opened, read and acted upon? What is
the capacity of your delivery system? Is there a maximum number of
e-mails you can send at one time? Can I send on the spot or is there a
waiting period? Can I schedule my deliveries in advance? Is there a
limit to the number of lists I can create?
- REPUTATION: Is your company a
member of the ESPC (Email Service Providers' Coalition) or the EEC
(Email Experience Council). Does your company have strong relationships
with the major Internet service providers?
- DELIVERABILITY: What is your
overall deliverability rate? What blacklists do you appear on? Why? Can
I send from my own private IP address? Private Domain?
- TRACKING: Does your system have
live tracking? Will I be able to download reports and cumulative
reports?
- EDUCATION: What kinds of ongoing
education does your company offer customers?
NOTE: 3rd Option
There is one more option as you know - WinM@il Permission Based
Email Publishing. In this case, the Email Service
Provider has already been interviewed and selected, and instead of
designing the emails yourself, this work along with list management and
tracking, are all handled for you.
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