Recently many — especially — small business owners asked me how to chose a good provider or software for
email marketing. A good reason to write a blog post about this topic. Read below what I have told them.
A permission based list of email subscribers is the most valuable asset you should build with your online marketing efforts. So what are the right tools to get started with. Technically you have three choices:
(1) Sending your email promotions yourself with desktop software.
(2) Sending your emails with server based software from your servers.
(3) Outsourcing to a trusted email marketing tools service provider.
When using (1) or (2) you will find yourself quickly involved with technical issues and you will run into all sorts of restrictions and limitations due to various anti-spam measures. Getting your emails delivered is not only a technical issue anymore. It has become a matter of trust between email service and Internet service providers. (Thanks to all those reckless email spammers.) Sending your email campaigns using a reputable service provider increases the chances that your emails are delivered and protects you from having your own email server or domain blocked as a result of false spam complaints.
It might look more inexpensive to make a one-time purchase for software that handles all your future email campaign needs compared to choosing a service that charges $30 a month. But in reality you will pay a very heavy price for trying to be cheap.
Any good email marketing service provider will take care of the issues that ensure your messages get delivered into the inbox of your subscribers. They also will make sure that their service is up-to-date technically and follows legal requirements like the
CAN-SPAM act.