5 Reasons to Outsource Your Email or Autoresponder Service

Making email marketing pay is 100% about execution. That means getting your email delivered, opened, read, and the consumer moved to action. Drop the ball on any step in the direct email marketing process and chances are you dropped you conversion to 0% on that email.

Enlisting a good autoresponder service is the only way to manage your email marketing campaigns. Like any marketing approach, your results get better and more effective if analyzed and iterated. A good email service can help you execute better and measure results for continual improvement.

Message Delivery

Email delivery is getting trickier and trickier in the age of information overload, spam, and incessant phishing. Keeping up with how to actually get a legitimate email reliably delivered is daunting effort. Your core competency is probably email marketing, not email technology. That is why you must strongly consider outsourcing your autoresponder service.

Email marketing services are responsible for reliable delivery. Unlike your own efforts, outsourcing your direct email marketing delivery can help you track every inbox successfully hit and clean up your list of any email bounces.

Small business email marketing is a great way to drive up business, but you have to get delivery right. These services can dramatically increase your delivery rate–driving up your opportunities for conversion.

Reputation, Trust

Like email delivery, direct email marketing suffers a reputation and trust problem resulting from the increase in spam and phishing. Many of these emails are blasted from ghost, free email service accounts. The simple step of using a reputable autoresponder service like AWeber, Constant Contact, Mail Chimp or other email service provider can increase credibility with the consumer.

These autoresponder services have strict rules and guidelines that will help you build a strong reputation and trust with the customer. Some of the important email marketing tips most email services enforce include:

Reliability, Scale

As I mentioned in the opening, every step in the direct email marketing process has to work. This is where reliability is critical. When you are sending out 1000+ email marketing pieces, reliability becomes a factor. This is not a job for your Outlook email client, or even an Exchange server.

This kind of scale requires a professional. Not only for the technology, but also for the appropriate flow and white listing of these kinds of email blasts. Spam protection is always on the watch for large volumes of email releases from a single domain, or large quantities of simultaneous receipts for a single domain.

Email marketing services manage all of these nuances at whatever scale you need.

Reporting, Compliance

Finally, you need to know what happened and that you did it within the letter of the law.

Direct email marketing requires constant tuning and continual improvement. The only way to do that is with a consistent flow of reliable information. Autoresponder services and email providers are built on analytic engine. These services can constantly feed you delivery, open, and click-through rates. While, at the same time, cleaning up bounces and undeliverables–improving each campaign iteration.

Most importantly they are keeping you out of trouble with the law. Increased fines and penalties associated with CAN-SPAM can in the best case kill the profitability of your email marketing and in the worst case land you in jail. A reputable email service will remind you at every turn how to do the right things and help insure your compliance.

image credits to Woodley