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Creating email marketing campaigns (part 1)

When you have chosen your potential clients, created a list of addressees and have combined it all together with your message – you are ready to start the sending.

There are several message delivery options:

1. In case your list of addressees is a short one, and you don’t need any advanced tools of analysis and research, you may go with the traditional choice – Microsoft Outlook.

2. When it comes to big lists, use software that supports mixed types of e-mail message sending so that you can send messages right from your computer or an internal SMTP server.

3. And last but not least – you may choose an option of subscribing to an e-mail marketing service provider which will use its own servers to deal with the sending.

This time we are going to discuss the strong and the week points concerning all these methods.

Standard software for sending e-mails

Microsoft Outlook, Outlook Express, Thunderbird and Eudora, all these are meant for private correspondence and none of them are the best choice if you want to create or manage contacts professionally.

Surprisingly large number of small and medium sized companies still is using these kinds of methods in reaching their auditory. Actually the e-mail software which is meant for private correspondence has to be used in a later phase – when company’s commercial branch is aware of which client has replied positively to initial communication.

The standard software can also prove useful when it comes to keeping all the correspondence and its history in one place.

Microsoft Outlook can turn out to be problematic in terms of e-mail sending for the masses. It doesn’t mean that Outlook is trashy software; it just wasn’t made for this kind of purpose. It will be pretty hard for you to get Outlook do the trick with the function „mail merge” or, in other words, to send personalized e-mails using one basic template with different allocutions for each recipient that would be taken directly from addressees list.

In fact there’s an article on Microsoft support page describing these kinds of problems when using Microsoft Outlook.

Other e-mail software will take even programming knowledge in order to work the way you want them to.

Many e-mail software developers have added an option of tracking the number of e-mail openings. However to get this statistics the recipient has to click on the “opening cover note”. Although it is only one click that has to be done you will never be sure about the objectivity of these statistics.

Since this kind of software can be configured easily, you may track all the undelivered e-mails, thus getting an idea of how solid your e-mail mechanism really is. The message might be bounced because of nonexistent e-mail address or because the message was identified as spam.

Note that your standard e-mail software is not able to delete nonexistent e-mail addresses automatically from your addressees list. It can only receive and show these requests as well as offer you a superficial notion about how many of your e-mails have been opened. Speaking of standard e-mail software there is no way of managing campaigns automatically.

In general, as a tool, standard e-mail software depletes its potential fast, especially considering the fact that it’s unable to carry out sending of professional e-mail messages when it comes to medium or large amounts; it can’t do cycle repeat, research and analyze and all the other things that can be done with a help of professional e-mail sending software.

Creating email marketing campaigns (part 1)
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