subject: Email Marketing Companies – what to look for when selecting a service [print this page] You've decided that your company's marketing strategy needs to include email. After all, email marketing gives you the best value for your marketing budget. So you've designed a killer campaign, but how do you decide on an email marketing company? What are the differences between the hundreds of email marketing companies on the web today? And yes, you do need to use an email marketing company, as silly as it soundsit's simply not possible to send bulk email newsletters from a personal address.
There are basically six different things to consider when selecting an email marketing company:
1. Features
Every email marketing company has its own set of features. Many companies offer similar features, some offer limited features and some offer so many features that it's difficult to keep them straight. The best idea is to choose a company that offers a wide, but not intimidating, selection of features. Most features will prove to be incredibly useful for your marketing campaigns, as that's exactly what they are designed for. If you opt to not use some of the features, it won't harm your campaign.
2. Usability
Obviously you won't use an email marketing platform if it is too difficult. You want to work with a company whose services are user-friendly and forward. If you have to navigate a series of confusing sign-up forms and set-up options, you probably don't want to be working with that particular email marketing company.
3. Campaign Management
Ideally, your email marketing company will be able to manage and host your campaigns. That way, you'll be able to look at old campaigns, update and edit any ongoing campaigns and create new campaigns.
4. Reports and statistics
Want to see if your email marketing strategies are actually working? Your email marketing company should have a tracking feature that lets you see exactly what is happening when you send an email. Companies offer a variety of reports, such as open-rates, link clicks and delivery statistics.
5. Support
Need help crafting, sending or tracking your email marketing campaign? Make sure that you have contact with the people who know how the program works when you need it. Many companies offer around-the-clock support via online chats, phone calls, FAQs or webinars.
6. Your Business's Needs
Not all businesses have the same goals or needs, so email marketing companies offer different editions. For example, if you are a non-profit business, some companies will offer discounted rates. If you're a small business, you probably won't need the same features, send credits or tracking as a multi-national corporation.
Once you've taken these things into consideration, you may find that many email marketing companies offer disturbingly similar features and prices. Make sure to shop around, sign up for trials and practice using the tools. If you have a certain type of business, make sure that the email marketing service you select can fulfill your needs.
Email Marketing Companies what to look for when selecting a service
