Successful online business can’t be led without email marketing.
Many people know that it is very important to have a web site
but having a web site is only one step in creating successful
online presence. You have to stay in touch with your clients and
prospects. You need to have a two way communication with your
clients and prospects and best way to do this is to have an
email newsletter. To send emails to your customer you need the
right email marketing software.

Choosing your email marketing software is one of the most
important steps you have to take in e-business. What are those
necessary steps in choosing email marketing software?

Free or fee-based

The first thing you will have to decide in choosing software for
your email campaigns will be whether you want to use free or fee
based software. Some people may say: “There is much free
software on the Internet. Why would I pay for email marketing
software?” This is because some people still don’t have a habit
to buy things on the Internet, especially non-tangible items
such are software and services. Many people still don’t realize
the power of email marketing so they think that can be satisfied
with a free service.

One of the most famous contemporary economists, a Nobel Prize
winner Mr. Milton Friedman said that there is no such thing like
free launch. And there is another statement that says “You get
what you pay for”. I usually agree with these two statements.
These have been proven on many examples, especially on the
Internet.

You can choose to use free software for email marketing but you
will be limited for some more advanced options. Some big portals
offer free services for creating groups. This is OK, but in this
case you will send your email messages without many important
features like personalization, email tracking, sending SMS,
using CSV files etc. I don’t have to mention that many “free”
email marketing software providers will include their ads in
your email newsletter. I guess that you don’t want that in your
business email communication.

Some other free software like the free version of Group Mail
will have limitation on the number of subscribers per one
session. In this case you will be able to send your email
newsletter to 100 subscribers at once and in paid version to
unlimited number of subscribers and create unlimited number of
lists.

It is recommended that you use fee-based email marketing
software for your business email campaigns. However, you always
have to look for a provider who offers a free trial, as well.

Important features

You have to check if your email service provider offers these
several important features.

1)Personalization – personalization is one of the most important
things that email marketing software has to provide. With good
personalization you will have better open rates and click-thru
rates. Some more advanced email marketing software like Group Mail
paid version offers if-then personalization for users who want
to get the maximum personalization.

2)Monitoring – email marketing is popular and useful because
results can be measured very effectively. You have to ask your
email service provider if their product offers ability for
detailed reports for open rates, click-thru rates,
deliverability…If their main product doesn’t offer that it is
important that they offer additional service that can be easily
integrated with their main product.

3)Scalability – one of the main features of modern software is
scalability. At this moment you might need software that will be
able to send 1,000 emails at once but in 3 years your membership
base can be 5,000. Will your software be able to handle that?

4)Creating HTML newsletters – HTML newsletters have better
response rates than email newsletters in plain-text format so
this is also another thing you have to consider in choosing your
email marketing software. Without sending your email newsletter
in HTML you won’t be able to do email tracking.

5)Integration with existing applications and databases – your
email marketing software has to offer you ability to import data
from existing applications and databases like SQL Server,
Oracle, MySQL, Access, FoxPro and Excel. Also, it is very useful
that it can be integrated with popular email clients like MS
Outlook.

6)International Character Support – Online businesses have to
have a global focus so it is useful that email marketing
software provides support for International Characters.

7)Plug-ins and updates – it is very important that the email
service provider constantly works on creating useful plug-ins
and updates in order to make your work easier and more
effective.

8)Technical support -If you are an average Internet user without
technical knowledge you will probably want to get support for
your software. How good is your email service provider when it
comes to technical support?

Desktop email software vs. Hosted ASP

Now when you know do you want free or fee-based software and
what to look in your email marketing software you have to decide
do you want to have desktop email marketing software or so
called Hosted ASP. Both types have limitations and advantages.
You have to choose the best option for you.

Desktop email software like Group Mail Plus, one of the leading desktop
email marketing software, has several very big advantages. The
most important is that details of your subscribers are kept
private and secure on your own computer. Dot com crash is not so
far behind us. Imagine that you have several thousand clients
and use web based service from a company that will later go out
of business. You can only imagine how that could affect your
business and credibility! With Group Mail Plus you can manage an
unlimited number of groups with unlimited number of recipients
in each. You will have a larger initial investment than with
Hosted ASP which charge a monthly fee, but you will a full
control of your email campaigns and after some time of using
your software you will repay it.

With Hosted ASP you will usually have a lower initial
investment. You don’t have to buy hardware and software.
However, price is usually determined by the number of emails you
send so you will pay more how your membership base gets bigger
so this option will be much more expensive than a desktop email
marketing software option in the long run.

You can see that choosing the right email marketing software is
very important. You have to bear in mind that the biggest
investment is one that it is paid – twice. So, choose your email
marketing software wisely