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Why Use An Email Marketing Service?

Posted on May 3rd, 2010 by admin in Domain Development, Domain News | 1 Comment »

A recent post prompted me to think about why I used an email marketing / newsletter subscription management service in the first place – which in turn prompted this post.

Internet marketers swear by them, where as other webmasters might never have considered them or have used a form of them without giving them a second thought (forum softwares for example allow you to mass mail your members with email messages in the form of newsletters via the forum software’s admin control panel).

Newsletter subscription / email marketing management services just like RSS feeds and social media integration make up an integral part of a successful website. A newsletter subscription management service allows you to automate your newsletter subscriber process. They handle email sending, process double opt-ins and if third-party, take the load off of your own server. On top of that, they help you keep on the good side of the CAN-SPAM act.

A newsletter is useful for keeping in touch with your subscribers via email in a direct and personable way. Where as RSS email subscription simply feeds the contents of your post to your subscribers, newsletters are custom written for your subscribers, allowing you to build a trusting relationship with your subscribers – which in turn strengthens your website’s reach. Newsletter management services usually allow you to create content rich, html emails and keep track of clicks, conversions and all kinds of other stats. Some services even allow Geo-targeted email campaigns.

Think about it this way: you are about to launch a new product (a website, an ebook or any other digital product) and you have a newsletter subscriber base of 10,000 people – people who have voluntarily subscribed to getting content from you and who have been conditioned to accept interesting/useful product information from you in the form of email. They actually want this information from you and have opted in to prove it.

Sending out an email to this subscriber list gives you an instant launching pad for your new product – with an almost guaranteed conversion rate (remember, these people are conditioned to clicking links, downloading products and getting/buying things from your emails).

As you can deduce from the above, newsletter subscription management services help you make money. Lot’s of people make a heap of money from a simple landing page, a newsletter subscriber base, and a newsletter with quality content.

So, what options do you have when considering running a newsletter?

Software like PHPList (free) allow you to run a newsletter management service from your own server – with your own configuration. On top of having a high learning curve, I believe software like this places an unnecessary load on your servers – something you can avoid by using a third party service provider. Running a newsletter from your own server also places you in the gray area of the CAN-SPAM act as you cannot call in a third party to prove that you haven’t purposefully been spamming people via your newsletter.

There are a number of third-party, commercial newsletter management service providers out there – some of the better ones include: GetResponse, Aweber, MailChimp, iContact, ConstantContact.

When deciding on a third-party newsletter management service provider, consider the following:
- What is the price per month?
- Are you limited in the number of emails you can send per month?
- Are you limited in the number of subscribers you can have?
- Can you send html emails?
- What is the provider’s reputation in terms of the CAN-SPAM act? Do they simply suspend your account without investigation based on hearsay? Or do they give you the benefit of the doubt?
- What is the reputation of the service in general?
- Services like MailChip allow you to Geo target your email campaigns (i.e. send emails only to people from a specific geographic location). Does the provider you are considering offer this feature?
- What sort of stats analytics/tracking does the service provide?
- How easy is it to integrate a subscription form in your website? Does the service provider cater to various CMSs?
- How responsive is the provider’s support? Do they offer live support?

Hopefully this post has given you something to think about – firstly, to consider whether you need a newsletter – and secondly, to consider which provider to use.

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