Choosing an Email Marketing Firm

Your email marketing campaign could be one of the largest components of your marketing efforts, and, as such, needs to be done correctly so that it succeeds as well as you need it to.

If you are successfully reaching your customers with targeted, creative messages and receiving a good response rate, you may not need outside help. But if your marketing efforts are falling short of your goals, or you are looking for new ways to expand your efforts, you should consider hiring an email marketing firm.

Do I Need Help?
If you’re managing your email marketing on your own, here are some questions to help you decide whether you need outside help:

• What methods are you currently employing to create and send emails? Do you have the proper tools you need to create effective emails?
• What is your response rate? Are you able to track all of the information (click-through, open-rate, etc.) that you need to run a great campaign?
• Does your Internet Service Provider’s (ISP) limit on the number of emails you can send simultaneously make it difficult to get your messages out easily and on time?
• Are you well-versed in spam legislation?
• Most important, do you have the time to dedicate to make your email marketing efforts pay off?

What Should an Email Marketing Firm Do?
Email marketing firms offer a variety of services including message design, content creation, list management, and results tracking. There are a few standard services that any reputable company should provide.

1. Cultivate relationships with ISPs on your behalf. Given their existing relationships with major ISPs, an email marketing firm should be able to resolve any problems on the delivery of emails more quickly than you could on your own.
2. Scrub the content of your emails. In order to ensure that your emails work from a marketing perspective -- and that they will survive spam filters -- an email firm can edit and proofread your message content.
3. Deliver your email with the proper protocols. Although HTML emails are becoming the standard, not everyone can receive them. An email marketing company can ensure that each recipient receives your emails in the format (HTML or text) they prefer.
4. Provide reports and statistics. Metrics such as number of emails sent, number opened, number returned, and number of click-throughs provide important feedback that will help you design future campaigns, re-think your approach, or decide whether your efforts are working.
5. Perform critical list management functions. An email service should ensure that your list is updated with feedback every time you send emails. In a timely manner, it will incorporate new subscribers and delete those who unsubscribe or bounce. This level of list management ensures goodwill while keeping your business compliant with CAN-SPAM laws.
6. Stay up to date on spam regulations. An email marketing company will be able to provide you with the latest information on spam rules and regulations.

How Do You Find a Good Email Marketing Firm?
Take your time when selecting an email marketing firm and find one you trust. This company will have direct access to your customers, and you want to make sure you feel comfortable with the company you hire. Start by getting referrals from colleagues or from owners of sites that you feel have good email campaigns — check your inbox and note which messages appeal to you, then contact the owner of the site.

All prospective firms should provide the following information:

• A list of their services
• A timetable — How long it will take to get your marketing campaign off the ground
• An example of how results will be measured and how often you will receive those results
• An estimate for both cost and delivery date in writing
• References

References are the best way to find out how successful a company really is and how easy they are — or are not — to work with. When you talk to references, ask:

• Was the company easy to work with?
• Did it follow through on promises?
• Did it return calls and emails promptly?
• Was it responsive when there was a problem?
• Did its efforts increase response rate? Generate sales? Find new leads?
• Would you work with this company again?

Working with a trusted firm can open up your schedule while improving your overall marketing results. Running a business is a multi-faceted job, and it can be difficult to find the time to manage your email marketing efforts effectively — even though you know how important those efforts are. Email marketing firms are specialists, and a good one will be able to provide you with tangible results.

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