Five Reasons You Should Use An Email Marketing Program

This is one of the big marketing challenges we’ve had recently with a few companies in Brisbane and Australia so we thought we’d detail down the reasons here why people should us a ‘proper’ e-news program rather than Outlook.

We use CreateSend and it can cost $20 to send an email, and then from $0.02 to $0.05 per email sent. Send it via Outlook with all your target emails in the BCC line, and it’s free. So why spend the money?

Well, there are FIVE core reasons, and these are some of them.

Looks

It looks professional. Chances if you’re sending from Outlook, you’ve got a bigpond.com business email. That looks shambolic. Don’t do it.

Unsubscribes

Most professional programs like CreateSend FORCE you to include an unsubscribe button, which helps you comply with various international spam laws. And you don’t want to break the law now do you? You can also add other links in like forward to a friend and share on Facebook.

Spam

Furthermore to point 2, your email can be labelled as spam in a number of ways. The recipient can send it to their spam bin, or the email server can automatically detect it as spam and put it there before the recipient even gets to see it. Hotmail has a tendency to do this a lot for example. The problem here is that this labelling of your email as spam has a cascading fail effect. Once ONE email program labels it as spam, others tend to follow suit. Not immediately, but over time. And not only can they label your email as spam, they can blacklist the entire URL. So you’ll have to do some explaining to your boss as to why all his emails aren’t reaching their destination.

And just to make it even worse, getting an email OFF a blacklist is the digital version of finding a needle in a haystack.

Open Rates

Open rates for professionally set-up and sent emails are much higher. What does this matter? Well, you’re sending the email for a reason, right? Presumably you want people to read it. And the more people that read it, the better. So if people see raw text in their preview pane, they’re going to move on quickly.

Measure Your Marketing

And on the subject of open-rates, do you have any ideas how many people have opened your email you sent via Outlook? Of course you don’t. So you could have written and sent all those emails and no-one could have read them. What a waste of time. Analyse, measure and improve. All professional systems give you an open-rate guide to see how well you’re doing, as well as click-thru rates and other cool stats. CreateSend has a live map for you to see where people are opening your email.

So there you have it. Five good reasons to use an email marketing program and not use Outlook.

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