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Entrepreneurs have various options for email marketing services, including software, web-based tools, and opt-in advertising list purchases. They can also hire a company to handle the entire campaign. It’s important to follow the guidelines of the CAN-SPAM Act and ensure emails are not considered spam. Building an opt-in list with a double opt-in system is recommended. Different types of email marketing software are available with templates and custom options. Care should be taken when purchasing an email list or choosing a service provider. Tracking is essential to measure the success of the campaign.
Entrepreneurs can choose the email marketing service that’s right for them. Options include email marketing software, web-based tools, and opt-in advertising list purchases. Sellers can also hire an email marketing company to do all the work from start to finish. This includes building an opt-in list, writing and designing the email, delivering the email, and tracking responses. Regardless of the method used, business owners must ensure that their marketing emails follow the guidelines of the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act.
Many people choose to build their own opt-in email marketing lists. Usually, companies use a double opt-in system. In one, after a person subscribes to your email list, a confirmation email is sent to the user’s email address. This email contains a link that the recipient can click to activate their subscription. This helps ensure that business emails are not considered unsolicited bulk emails or spam.
Different types of email marketing services software are available for business owners who build their own customer lists. While some can be downloaded to a computer, most email marketing programs can be accessed from the Internet. For these web-based programs, users typically pay a fee based on the number of emails sent. Monthly service fees may also apply.
Email marketing service software usually comes with various templates that the marketer can use to create emails. Options also include the creation of custom projects. Images and text can be added using a WYSIWYG editor or by writing HTML (Hyper Text Markup Language) code.
Businesses with their own opt-in email lists can also hire a service provider to send out email campaigns. In this case, the email list is forwarded to the supplier who sends the email. Businesses may want to obtain a signed confidentiality agreement before sending customer information to a third party.
Purchasing an opt-in email list is another option. This is known as using an email service. Since business owners do not control the signup process, care should be taken when choosing an email marketing service partner.
Using a disreputable company can lead to the marketer being accused of sending spam. Entrepreneurs can contact a local office of the Better Business Bureau, the Federal Trade Commission, or other consumer protection agencies to research a company’s service history. This can help uncover any complaints lodged against the company by consumers or business owners.
Some email marketing service companies only provide email lists. Typically, the business owner provides the email to the service provider. The service partner then sends the email to a targeted opt-in email list.
Alternatively, a business may prefer an email marketing partner to handle the entire email campaign. In this case the partner will write and design the email, send it and track the response. Fees may be charged for each part of the campaign, or the partner may provide a full package price.
Tracking is an essential part of all email marketing service solutions. Users should be able to track the number of emails sent, versus the number of emails actually opened. Conversion rates are also needed to track the user’s return on investment. Conversion rate is the percentage of emails that directly lead to a sale.
