It’s hard to learn about e-mail marketing, because if you Google it you get bombarded with ads or links to service providers trying to sell you their solution rather than solid information about e-mail marketing. The first question, of course, is: Are you using e-mail marketing at all, and if so to what degree?
The second question is: How do you know when you’ve outgrown the basic providers from Microsoft Outlook to Hotmail, Gmail, iCloud or even Yahoo? Most of these services are meant for one ups, meaning they were designed for individual not business use. If you’re really doing e-mail marketing – meaning sending regular messages to more than 25 people at a time – it’s likely time to upgrade to a business service. Why 25? This magic number is a trigger for many spam filters. There are many definitions of spam, but one clue filters look for in determining if a message may be spam is the sheer number of addresses being targeted.
When it comes to business providers, the best known name is Constant Contact, due to great marketing investments, and personal representative franchise attendance at local business shows. But, it’s not the only solution. There are alternatives, most notably Mail Chimp. Consider this post comparing the two providers. Choosing an e-mail provider is no different than choosing any other type of service provider. You need know how you intend to use the service, how many people you need to communicate with at a time, and then judge the service providers based on price and how they serve your communication needs.
How do you intend to use e-mail? Are you sending out an e-mail on a regular basis, and to how many people? Are youjust sending out a group text e-mail on a seasonal basis, or only when you have a special sale or gained valuable publicity in a local newspaper? Are you sending links to your web site, or sending customer surveys?
E-mail continues to be one of the most powerful communication tools in a marketing arsenal, but as with all ads and communications channels, it should be done by plan and with knowledge not only about state regulations, but with intent to strategically grow your business.
Due to spam regulations it’s not OK to send your message to another company’s list. But small companies also find it hard to build a list of any scale. It’s the reason they frequently try to send their messages to another company’s list or buy a list. Both tactics teeter on the edge of getting your company known as a spammer because unless you have relationship with the recipient or their permission to hear from you specifically, you are not using e-mail correctly or effectively. Instead, find a way to create a partnership, either by sponsoring an e-newsletter, or advertising on one that is going to your intended audience. That’s not spam, but alignment.
The Walk-Away: E-mail is a powerful business communication tool, but only if used wisely. When used aggressively, a good service provider is needed, but which service provider is right for you depends on your strategy and budget.