Many companies are choosing to outsource the vital task of email marketing. Let’s look at some reasons why you might decide to go down this path yourself, rather than manage the sending of bulk email in-house.
Help…I am not a spammer!
A staggering 90% of email received falls into the category of spam. Your number one priority when sending email to customers is that you are not perceived to be among the ranks of the spammer. This is a complicated process, involving regular checks of internet blacklists. Outsourcing takes this responsibility out of your hands, with many companies also having existing relationships with ISPs (Internet Service Providers) to help ensure the safe delivery of your message. They may also make use of anti-spam filters, checking the content of your messages for that which may cause ISPs to mark your legitimate communications as spam.
Save yourself time – have peace of mind!
What happens if a recipient no longer wishes to receive your newsletter, or forgets that they have opted in and then mark your communications as spam? Good practice dictates that prompt action must be taken to remove such recipients from your subscription lists. Failure to do so may result in breaches of ISP terms and conditions or anti-spam legislation. The process of monitoring and actioning these requests is time consuming and far from fool-proof. Outsourcing to a third party with systems which automatically update subscription lists removes this hassle.
Don’t cripple your personal or professional email account
How about your network? Email is a wonderful way to disseminate information, but on a large scale it can cripple your email servers for periods of time. Outsourcing lets somebody else take the strain, with systems specifically set up just to send emails in bulk. In addition, with the volume of expected “bounced” emails (that is, those sent back to you undelivered) at about 10%, you can expect some confusion hold-ups – why not let someone else’s automated system decide which need to be resent and which need to be removed from your list?
Know and understand your customer via campaign reporting
Outsourcing can also give you access to powerful reporting tools, presenting easy-to-understand information about your audience, such as who is reading your emails, what they are doing within the email (following links, for example) and who has unsubscribed. This information is incredibly valuable in getting to know your customer.
Hire an expert & get on with doing what you do best
So your message has now, hopefully, reached the inbox of your customer. Having gone to such lengths to get it there, what happens if the message is not right? We can’t all be good at everything – you are an expert in your own field. Spend more time doing what you’re best at! If you’re not sure what to say or how to say it, or maybe English isn’t your first language, using an expert to craft your communications ensures consistency, helping build confidence and injecting sincerity into your campaigns. Combine this with a branded template using good HTML design (as flawed HTML can set off spam filters, not to mention compromise the professionalism of your correspondence) to create the message you wish to give to each and every one of your customers.
If you’re interested in outsourcing your email marketing campaigns, or are looking for more information, feel free to get in touch and book a free consultation.
Email newsletters and promotions are undoubtedly a cost effective, immediate, relevant and completely measureable marketing tool for any small business – a chance for regular honest communication with your customers and prospects. But be warned that if you fail to acquire adequate permissions from subscribers for any bulk email marketing which you send out, you may find yourself falling foul of UK anti-spam legislation or the terms and conditions of your ISP (Internet Service Provider). 
@irvinegfx Thanks so much for the RT!
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