Top 12 Things to Look for in an Email Marketing Service

Based on
Mastering Email List Building: How to Get
Subscribers and Entice Them to Opt In
By Joan Mullally and Evelyn Trimborn
Published by Eternal Spiral Books
http://eternalspiralbooks.com/mastering-email-list-building/

We keep hearing all sorts of nonsense about
email marketing being dead for a number of
reasons. A lot of so-called experts cite social
media and mobile phone use as being the main
reasons email marketing is no longer effective.
In this quick guide, we want to dispel this myth
and help you choose the right email marketing
service for your business needs.
http://EternalSpiralBooks.com 2

 FACT: 2 out of every 5 minutes spent using a
mobile device is related to checking email.
 FACT: Those who receive an email about a product
are at least twice as likely to buy.
 FACT: Of those who buy, most will spend 40%
more when they check out.
Do not pay attention to the myth that email marketing is dead.

Social media networking can be a great way to
create awareness about your products and
services and build brand.
However, results are not always easy to track,
and efforts do not always result in sales.
Remember, on social networks, the emphasis is
on SOCIAL. Users do not want to see a bunch
of ads, or even read a lot of content when they
are hanging out.

Just because you are active on social networks
is no reason to abandon email marketing.
There are three times more email addresses in
the world than Twitter and Facebook accounts
combined!
Good social networking should involve driving
prospective customers to a landing page where
they can sign up for your email list.

If you have spent any time in business
online, you will have heard the phrase,
“The money is in the list.” They mean
email list.
Once you have driven traffic to your site, and visitors
sign up for your list, you have been given permission
to contact those people on a regular basis about
your existing products and services.
You can also contact them any time you have a new
product you wish to launch.

+Increase Customer Loyalty And Profitability
 Forge and deepen relationships
 Increase profitability
 Build brand
 Increase loyalty
 Create lasting customer relationships
 Contact them regularly with just a couple of
clicks

+Increase Your Reach and Build Your Business
 Craft great content and offers they will want to
read-and share with others
 Communicate with your customers and prospects
any time you need to
 Rapid responses to new products and services
 Survey your list members regularly, to show you
care AND
 to create more of the kinds of products and
services they really need.

+Improve Tracking And Feedback
 Most types of marketing and advertising are difficult to
measure
 With email, everything can be tracked and tested, for
better results
+Maximize Your Marketing ROI
 Email marketing is 20 times more cost-effective than
traditional media
 Email can drive traffic to your site for pennies each day
 It's six to 12 times less expensive to sell to an existing
customer than to a new one, so building loyalty pays $!

While deliverability stats provided by
email marketing services may not be
completely accurate, they are important
to look at when deciding on the right
service for your business. Look at their
site to see what content is offered on
best practices, anti-spam initiatives, and
more. (Email delivery stands at an
average of only 50% for most marketers!)
A company with their finger on the pulse
of changes on the Internet will help your
email get where it is supposed to go.

When looking at prices, consider your projected size
of lists to see which service offers the best value with
the most useful features to grow your business.

If you already have a list with another service, make sure
you can import your existing subscribers into the new
service, or are allowed to add them manually. If bulk
manual adding is not allowed (more than 10 at a time), ask
if any exception can be made.

You can’t possibly know what’s working if you don’t
have proper tracking and analytics, so ensure your
email marketing service provides them. Then you
can do more of what works and less of what does
not.

Some services are
hosted through your
site, while others are
hosted in the cloud.
This means they will
take care of all the
technical issues
involved in your email
marketing efforts,
making the cloud a
more hands-free
option.

If you’re on the go, mobile features for your email
marketing service might be very important, so you can
update your account, send emails and more, right through
your Smartphone. Find out if the company has an app for
this.

Increase your chances of getting your email through with
spam scoring tools. The rules and regulations about what
constitutes spam change all the time, so this is the best
way to try to increase your deliverability by avoiding
breaking any unknown rules.

Make sure your email marketing service offers unlimited
list creation and reasonable storage. The most successful
email marketers have a range of lists in order to separate
prospects or leads from existing customers, and customer
lists for each of their products. This is called
segmentation. See Tip #9 for more information.
In terms of storage, some services will boost costs
depending on how many email addresses you have
stored, so look for a high storage limit and the costs
involved if you exceed your limit.

Targeted emails always perform best
compared with general ones. Make
sure your email marketing services
allows you to email certain segments
of your lists only.
Also check for automated tools that
will allow you to move users from one
large list to other smaller lists easily.

WYSIWG stands for What You See Is What You Get. There
are two formats for email delivery, HTML and Plain Text. If
you do not have a lot of HTML skills, a good WYSIWG
editor will make your job a whole lot easier.
In most cases, the WYSIWG editor will be based on the
kinds of toolbars you are already familiar with from using
Microsoft Word and other similar programs. This will help
you create attractive, professional looking emails in a
snap.

Free templates can help your
email registration coupon look
attractive, and every email you
send out look professionally
designed.
Templates can vary your emails
to keep them exciting for your
subscribers. Choose your
templates based on color,
theme, even special holidays.
These
template
samples are
from
Aweber.com

Your email marketing efforts will be bringing in a
significant stream of revenue for your business. If
anything goes wrong, that money could dry up
faster than a pond in a drought.
Read reviews online and ask for
testimonials to find the right email
marketing service for your business.
See how much support material for beginners is
available at the site.

1-Deliverability
2-The Right Price and Features for Your Needs
3-List Importing
4-Good Tracking and Analytics
5-Self-Hosted versus Cloud Hosted
6-Mobile Phone Capability
7-Spam Scoring
8-Unlimited Lists and a High Storage Limit
9-Segmentation
10-A WYSIWG Editor
11-Great Free Templates
12-Great Customer Service and Support

Email marketing is one of the most effective
ways to build brand and customer loyalty and
maintain a steady stream of revenue for your
business.
Your choice of email marketing service is
therefore one of the most important decisions
you will ever make. Use what you have learned
and the checklist in this presentation to find
the right service for your business needs.

With thanks to the authors of
Mastering Email List Building: How to Get
Subscribers and Entice Them to Opt In
Joan Mullally and Evelyn Trimborn
Published by Eternal Spiral Books
http://eternalspiralbooks.com/mastering-
email-list-building/

Top 12 Things to Look for in an Email Marketing Service

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Top 12 Things to Look for in an Email Marketing Service