Almost no serious online business owner planning to build a business email list even briefly considers managing that list by hand. Pretty much everyone knows they need to use some sort of email campaign software.
There are many different ways to set up and automate email list marketing, however, so how do you determine which one is best for you and your business?
One of the first decisions you will have to make is whether you want to purchase email campaign software that resides on your computer or is part of an integrated online service.
Always On – 24/7, 365 Days a Year
The benefit of an online service is that it will always be ‘on’ and available to new subscribers, even when your personal computer is turned off. Also, legitimate online services will stay up-to-date on new rules and regulations regarding email marketing, and typically update their services to stay in line with those changes.
There are also some critical aspects to email management that you want to be sure your email campaign software or service include, and the first is that it has an autoresponder component.
Your Autoresponder for Scheduled Email Sequences
This autoresponder will allow you to pre-write email sequences for each email list, and determine a schedule for email delivery based on the subscribers opt-in date. This allows you to have follow-up emails sent out to each subscriber in the order you choose, to provide the optimum experience for your new subscriber. You can also include offers in these email sequences, and they will also be sent automatically. The full email sequence goes out as scheduled to each new subscriber to your list, regardless of when they opt in.
Send Broadcast Emails for Time-Sensitive Emails
Another feature you want to have included in your email campaign software solution is the ability to do broadcast emails. Unlike your autoresponders, which are sent based on days after initial opt-in, broadcast emails are sent to everyone on the same day. They are not based on date of subscription, but rather go out to subscribers on all selected lists at the same time.
You’ll use broadcast emails to announce time-sensitive offers or events, such as teleseminars or a product launch. These emails do not go into your regular autoresponder sequence, rather they are sent out once and only go to current subscribers.
Make Unsubscribing Easy and Automatic
We’d all like to think that nobody will ever unsubscribe from our lists, but that’s just not going to happen. People’s interests change, and as it is unrealistic to think you can be everything to everyone. So just know that people will join your list, and they will leave your list. And make it easy for them to do both.
As an email marketer in the USA, you are required to provide a simple and obvious means for a subscriber to unsubscribe from your list. This is typically done by providing an unsubscribe link at the bottom of each email you send, and it must remove that person from your business email list when clicked. This is a cumbersome (and somewhat depressing) thing to manage by hand, so make certain your email campaign software does this automatically.
And you will want the email campaign software that manages your business email list to be easy to use and affordable, yet able to expand with your business as it grows. You can check our Recommended Resources page to see what we currently recommend.