Top 12 Things to Look for in an Email Marketing Service


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Learn about the 12 main features to look for when considering signing up with an email marketing service.

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Top 12 Things to Look for in an Email Marketing Service

  1. 1. Based on Mastering Email List Building: How to Get Subscribers and Entice Them to Opt In By Joan Mullally and Evelyn Trimborn Published by Eternal Spiral Books
  2. 2. We keep hearing all sorts of nonsense about email marketing being dead for a number of reasons. A lot of so-called experts cite social media and mobile phone use as being the main reasons email marketing is no longer effective. In this quick guide, we want to dispel this myth and help you choose the right email marketing service for your business needs. 2
  3. 3.  FACT: 2 out of every 5 minutes spent using a mobile device is related to checking email.  FACT: Those who receive an email about a product are at least twice as likely to buy.  FACT: Of those who buy, most will spend 40% more when they check out. Do not pay attention to the myth that email marketing is dead. 3
  4. 4. Social media networking can be a great way to create awareness about your products and services and build brand. However, results are not always easy to track, and efforts do not always result in sales. Remember, on social networks, the emphasis is on SOCIAL. Users do not want to see a bunch of ads, or even read a lot of content when they are hanging out. 4
  5. 5. Just because you are active on social networks is no reason to abandon email marketing. There are three times more email addresses in the world than Twitter and Facebook accounts combined! Good social networking should involve driving prospective customers to a landing page where they can sign up for your email list. 5
  6. 6. If you have spent any time in business online, you will have heard the phrase, “The money is in the list.” They mean email list. 6 Once you have driven traffic to your site, and visitors sign up for your list, you have been given permission to contact those people on a regular basis about your existing products and services. You can also contact them any time you have a new product you wish to launch.
  7. 7. +Increase Customer Loyalty And Profitability  Forge and deepen relationships  Increase profitability  Build brand  Increase loyalty  Create lasting customer relationships  Contact them regularly with just a couple of clicks 7
  8. 8. +Increase Your Reach and Build Your Business  Craft great content and offers they will want to read-and share with others  Communicate with your customers and prospects any time you need to  Rapid responses to new products and services  Survey your list members regularly, to show you care AND  to create more of the kinds of products and services they really need. 8
  9. 9. +Improve Tracking And Feedback  Most types of marketing and advertising are difficult to measure  With email, everything can be tracked and tested, for better results +Maximize Your Marketing ROI  Email marketing is 20 times more cost-effective than traditional media  Email can drive traffic to your site for pennies each day  It's six to 12 times less expensive to sell to an existing customer than to a new one, so building loyalty pays $! 9
  10. 10. While deliverability stats provided by email marketing services may not be completely accurate, they are important to look at when deciding on the right service for your business. Look at their site to see what content is offered on best practices, anti-spam initiatives, and more. (Email delivery stands at an average of only 50% for most marketers!) A company with their finger on the pulse of changes on the Internet will help your email get where it is supposed to go. 10
  11. 11. 11 When looking at prices, consider your projected size of lists to see which service offers the best value with the most useful features to grow your business.
  12. 12. 12 If you already have a list with another service, make sure you can import your existing subscribers into the new service, or are allowed to add them manually. If bulk manual adding is not allowed (more than 10 at a time), ask if any exception can be made.
  13. 13. 13 You can’t possibly know what’s working if you don’t have proper tracking and analytics, so ensure your email marketing service provides them. Then you can do more of what works and less of what does not.
  14. 14. 14 Some services are hosted through your site, while others are hosted in the cloud. This means they will take care of all the technical issues involved in your email marketing efforts, making the cloud a more hands-free option.
  15. 15. 15 If you’re on the go, mobile features for your email marketing service might be very important, so you can update your account, send emails and more, right through your Smartphone. Find out if the company has an app for this.
  16. 16. 16 Increase your chances of getting your email through with spam scoring tools. The rules and regulations about what constitutes spam change all the time, so this is the best way to try to increase your deliverability by avoiding breaking any unknown rules.
  17. 17. 17 Make sure your email marketing service offers unlimited list creation and reasonable storage. The most successful email marketers have a range of lists in order to separate prospects or leads from existing customers, and customer lists for each of their products. This is called segmentation. See Tip #9 for more information. In terms of storage, some services will boost costs depending on how many email addresses you have stored, so look for a high storage limit and the costs involved if you exceed your limit.
  18. 18. 18 Targeted emails always perform best compared with general ones. Make sure your email marketing services allows you to email certain segments of your lists only. Also check for automated tools that will allow you to move users from one large list to other smaller lists easily.
  19. 19. 19 WYSIWG stands for What You See Is What You Get. There are two formats for email delivery, HTML and Plain Text. If you do not have a lot of HTML skills, a good WYSIWG editor will make your job a whole lot easier. In most cases, the WYSIWG editor will be based on the kinds of toolbars you are already familiar with from using Microsoft Word and other similar programs. This will help you create attractive, professional looking emails in a snap.
  20. 20. Free templates can help your email registration coupon look attractive, and every email you send out look professionally designed. Templates can vary your emails to keep them exciting for your subscribers. Choose your templates based on color, theme, even special holidays. 20 These template samples are from
  21. 21. Your email marketing efforts will be bringing in a significant stream of revenue for your business. If anything goes wrong, that money could dry up faster than a pond in a drought. Read reviews online and ask for testimonials to find the right email marketing service for your business. See how much support material for beginners is available at the site. 21
  22. 22. 1-Deliverability 2-The Right Price and Features for Your Needs 3-List Importing 4-Good Tracking and Analytics 5-Self-Hosted versus Cloud Hosted 6-Mobile Phone Capability 7-Spam Scoring 8-Unlimited Lists and a High Storage Limit 9-Segmentation 10-A WYSIWG Editor 11-Great Free Templates 12-Great Customer Service and Support 22
  23. 23. Email marketing is one of the most effective ways to build brand and customer loyalty and maintain a steady stream of revenue for your business. Your choice of email marketing service is therefore one of the most important decisions you will ever make. Use what you have learned and the checklist in this presentation to find the right service for your business needs. 23
  24. 24. With thanks to the authors of 24 Mastering Email List Building: How to Get Subscribers and Entice Them to Opt In Joan Mullally and Evelyn Trimborn Published by Eternal Spiral Books email-list-building/