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This offer ends on 6 October 2024 and can be combined with other promotions or reserved discounts up to a maximum of 50% of the list price excluding VAT.
The tool used to send your promotional email is one of the main drivers for the success of the entire campaign.
Is important for:
Message customization
Delivery speed
To monitor the progress
Real-time feedback to offer dynamic contents
You basically have three tools available:
Traditional email client
(Outlook, LiveMail, Thunderbird, Eudora, Lotus notes, etc.)
Being in most of the cases already installed on every PC, they allow to avoid (or at least reduce) the initial investment and they are user-friendly, even for newbies. At the same time they have loads of cons.
They do not allow automate mailing neither the creation of dynamic fields within the message, forcing the user to waste time in one-to-one mailing or to choose block mailing with BCC recipients. Most mail servers do not allow this kind of mailing any more, the risk being the delivery failure of the message or, even worse, that your IP may be blacklisted, by foreclosing for a long time the normal functionality of the email account.
Besides, monitoring the campaign and its results, depends on the possibility to obtain mailing statistics.
Email marketing software
It's about desktop solutions that are installed on the PC and manage the sending of email campaigns through the SMTP transmission software (set by your email client) or an internal SMTP.
Even if this solution doesn't allow the generation of complete statistics, unlike the previous one, allows for: an advanced customization of the message scheduling of deferred mails, and the automatic management of the transmission.
Web-based solutions
These applications run on a remote server , and are generally provided by companies which develop solutions for email marketing. They don't have to be installed and can be used through one's own browser (Chrome, Firefox, Safari, Internet Explorer, etc.), delegating the bandwidth to an external server.
This solution allows the generation of full statistical data about emailed campaigns (fundamental for assessing their success) and directories cleaning through the automatic deletion of non-existing, inactive or malfunctioning addresses (the so called bounce).
Despite the low-cost investment, ASP (Application Service Provider) solutions are the best tool for the development of effective and productive emailing campaigns.
If the goal is to make email marketing the core of your business promotions, then the choice should necessarily be the third solution, where the initial investment will be repaid in terms of effectiveness. If it is a small emailing campaign, without any great ambitions, or you just want to test the validity of email marketing in your field, you can opt for a desktop solution.
But if you want a piece of advice: keep "do-it-yourself" solutions as a last resort, because the risk is to stir things up, with an expenditure of energy and time, without going anywhere in the end.
Pro |
Cons |
|||
---|---|---|---|---|
Traditional email client |
Reduced/zero costs User friendly |
One2one mailing Risk of blacklisting due to "block" mailing Non-automatable message customization No chance of statistics and analysis affects the effectiveness of the channel Vast expenditure of time and connectivity |
||
Email marketing software |
Reduced costs Simple to use and simplified campaign management procedures Transmission automatization (1 to N) Possibility to plan deferred mailing and transmission cycles Limited message customization through (dynamic fields, etc.) |
Waste of PC resources and connectivity Superficial statistics |
||
Web-based solutions |
Automated transmission management Real-time management of campaign effectiveness with detailed statistical reports on opens, clicks, links, etc. Automated and detailed management of addresses and return validity (over quota, host not found, etc.) Possibility to plan deferred mailing and transmission rate Unlimited possibility to set the automated customization of the message based on the recipient's information Possibility to segment the lists by sending dynamic contents to the readers based on their features Saving PC resources and connectivity |
Higher costs than desktop solutions Need for short learning/training on the use of the Program |
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