Why should NOT use email server to send out newsletter?

  • On September 12, 2018
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  • email Marketing

Email marketing is a great way to reach your consumers, it also allows companies to keep their readers up to date on daily deals, services, products, sales etc.

There are several reasons why sending newsletters is an effective way to keep customers informed, but it is very important to emphasize that it must be done properly in order to not lose valuable future customers and keep the ones you already have.

That is why the best way to start an email marketing campaign is to use a platform dedicated to this.

There are several reasons why a company should not conduct its own email marketing campaigns without proper knowledge or supervision, as there are various cases in this type of campaigns that have an adverse effect and cause more displeasure than interest in readers.

Design

At the moment of writing an email with relevant information to a company, it is normal that the content does not catch the attention of consumers at a first sight, so emails must be written in a way that the reader is attracted, and the email should also have a design or template where information is displayed in the best way.

For example, studies indicate that using a call-to-action button instead of a text link can increase conversion rates by as much as 28%. This simply highlights the fact that at the time of writing an email, the importance of design must be taken into account. [2]

It should also be noted that statistics indicate that 45% of people use their mobile to look at their work emails and 63% use it to check their personal email, this suggests that the content of the email should be adequate to be seen from a Smartphone so that it can reach the whole market. [4]

All this can result in a headache if you do not have necessary design skills and behavior information of the readers, which is why email marketing services use dedicated platforms, which are meant to please readers at the moment they open the email.

Access

A recurring problem in companies is not having access to the mailbox of their targets and even their customers.

It is critical for a company to have their client emails in their database when it comes to starting an email marketing campaign, this is usually not a problem for large companies known to the public, but for small businesses that are just beginning to enter the market it is a great challenge to start collecting the information needed for their campaigns.

The easiest way to get access to this type of information is to use external companies that already contain a large database and that can facilitate the propagation of the information that we want to deliver.

Reputation

When carrying out an email marketing campaign or simply sending emails with the content of a company, business runs the risk of “smudging” the company’s email. This refers to email providers like Gmail, Yahoo, Outlook, etc. they resort to various filters and protections to avoid spam in the inboxes, which is why the use of mass mailing and information are constantly monitored.

Studies conducted in the USA indicate that 68% of Americans say they base their decision to open an email on the ‘From’ name, making it an important factor the reputation that is reflected with the consumers when opening an email. ]

In summary, if you want to send massive emails using a personal or corporate account, these factors must be taken into account so that emails are not blocked or suspended by email providers and thus maintain the reputation of your email.

Statistics

If you want to carry out an email marketing campaign, you should keep in mind that the information obtained by each click is incredibly valuable for future strategies and campaigns since you can have knowledge of which emails were opened, which were more attractive, the location of the readers, behavior trends, etc.

When making an email campaign without a service that obtains this type of information, you will be missing much of the benefits of carrying out this type of marketing strategy

Automation

Sending emails constantly leads to the use of a lot of time, this involves using company’s resources and therefore money, after all – “time is money”.

The creation of email automation services provides a simple and direct service, which ensures that the consumers will obtain the information that the company wants to deliver at a specific time and day of the week.

It should be noted that many companies fall into the error of constantly reiterating the content of emails causing displeasure in readers.

In summary, an email marketing campaign may be within everyone’s reach, but it does not mean that it will be successful.

The correct way to make a good campaign is to inform yourself and to read about campaigns that have been carried out by the competition or other companies and to imitate the good results and to avoid the errors, but it will always be more advisable to use an external email marketing service to ensure a successful campaign.

“Just ask yourself if your emails are valuable even if your potential customer never buys.”– Noah Kagan, AppSumo

Sources

  1. https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
  2. https://www.campaignmonitor.com/blog/email-marketing/2014/08/buttons-email-marketing-campaigns/
  3. https://www.campaignmonitor.com/resources/guides/high-performing-email/
  4. http://comunidad.iebschool.com/iebs/marketing-digital/estadisticas-email-marketing-para-estrategias-2017/
  5. https://www.inc.cl/blog/servidores/razones-utilizar-servidor-de-correos-electronicos
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