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Email features for strong performance
While anybody can send email on their own using just a mailing list and a well-written message, an email marketing vendor can provide various time-saving benefits and tracking tools that make it a viable marketing channel for just about any business.
Tracking
As previous mentioned, tracking is particularly valuable for email marketing. It allows you to compile a complete analysis of every aspect of your email campaign to see where your successes lie and how you can improve. The reporting features allow you to get metrics on reader activity as well the power of the links in the message. In some cases, vendors can offer advanced tracking programs which allow you to track sales conversion and create more comprehensive reports.
List cleanliness
This is essential to keep your list up-to-date and avoid contacting people that don’t want to receive certain types of email. The vendor maintains responsibility for list cleanliness and ensures the email addresses are accurate before sending messages out.
List segmentation
One of the top benefits to email marketing is the ability to send separate messages to different segments of your list at the same time. You can even test different messages to certain people on your list. This process is based on the interest and demographic filters you select when you choose your email list. As part of list segmentation, you can also personalize your greeting with the recipient’s name or company name, or set aside specific offers for particular groups of people.
Database management
E-mail marketing service providers can manage all aspects of your email campaign from compiling and cleaning your list to sending it out on your behalf. They can upload your content or content they develop for you (at an additional cost) and deliver the messages. Best of all, if emails get bounced or blacklisted, they investigate to find out why so that it doesn’t happen again.
List growth
Email marketing is a game of volume – the more qualified people you can send your message to, the better chance you have of getting productive responses. An email marketing company can help you expand your list organically with different forms, tools, and links that make it easy for people to request more information by granting permission to receive emails from your company.
Additional services
Depending on your email broker, you may be able to get copywriting and design help for your messages for an additional cost. Also, e-mail firms can get more precise information about your potential customers by appending physical address information to your list of email addresses.