Perhaps the biggest mistake small businesses make when they start marketing via email is to just send an email blast to hundreds of clients, right from their desktop computer. There are several problems with this, not the least of which is that many Internet Service Providers will limit you to 25 or 50 email addresses on any given outbound message. The most common complaint I hear from users employing this method is that they have to send their email newsletter out in batches, in order to reach their entire list.
Fortunately, there is a much better way to manage your email marketing--third-party companies known as email marketing service providers.
Constant Contact is one such company, and in his new book The Constant Contact Guide to Email Marketing, Eric Groves shares "Ten Reasons to Use an Email Marketing Service Provider," including:
"Easily conform to CAN-SPAM regulations. All reputable email service providers build legal requirements into their platforms so you don't have to worry about compliance." (CAN-SPAM is the Federal anti-spam statute.)
"Give customers an easy way to unsubscribe. Keeping track of the people who no longer want your emails is not only professional, it's a legal requirement."
"Track results. If you want to see who's opening, forwarding, and clicking on your emails, you need an email service that gives you tracking reports."
The tracking and reporting capabilities of email marketing service providers are their best feature. If you know your prospect and customer base (as you should,) then a report showing you who is opening your email and clicking the embedded links will also give you an idea of how your message is playing in various parts of the Kansas City metro area. If you see lots of opens from your prospects in Leawood, for example, but very few from customers in Lee's Summit, then you might want to consider two separate email campaigns, targeted at specific needs in particular areas.
PerAspera Consulting, LLC is a Constant Contact Business Partner. Sign up for a free 60-day trial, or get a copy of The Constant Contact Guide to Email Marketing at amazon.com.
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