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Successful online business can’t be led without email marketing. Many people know that it is very important to have a web site but having a web site is only one step in creating successful online presence. You have to stay in touch with your clients and prospects. You need to have a two way communication with your clients and prospects and best way to do this is to have an email newsletter. To send emails to your customer you need the right email marketing software. Choosing your email marketing software is one of the most important steps you have to take [link widoczny dla zalogowanych] in e-business. What are those necessary steps in choosing email marketing software?
CAN-SPAM Compliance Your email newsletter should be CAN-SPAM Compliant. It is recommended that you require double opt-in subscription so that your subscribers have to confirm their request to be part [link widoczny dla zalogowanych] of your email newsletter. Don’t add your subscribers without their permission and you should avoid adding them manually even if you have their permission. It is good that they do it using double opt-in method. Also, avoid using pre-checked subscription boxes. It is essential that you provide your subscribers with an easy way to unsubscribe [link widoczny dla zalogowanych] from your email newsletter at any time, when they want. It is good that you offer one-click unsubscription process with an unique address. This way there will be much less requests from your subscribers that you remove them. CAN-SPAM Law also requires [link widoczny dla zalogowanych] from email publishers that they include their physical postal address so you should include it, too. Your have to show your subscribers that you are legitimate company which have a presence in “offline” world, too.
Desktop email software vs. Hosted ASP Now when you know do you [link widoczny dla zalogowanych] want free or fee-based software and what to look in your email marketing software you have to decide do you want to have desktop [link widoczny dla zalogowanych] email marketing software or so called Hosted ASP. Both types have limitations and advantages. You have to choose the best option for you.
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Desktop email software like Group Mail Plus, one of the leading desktop email marketing software, has several very big advantages. The most important is that details of your subscribers are kept private and secure on your own computer. Dot com crash is not so far behind us. Imagine that you have several thousand clients and use web based service from a company that will later go out of business. You can only imagine how that could affect your business and credibility! With Group Mail Plus you can manage an unlimited number of groups with unlimited number of recipients in each. You will have a larger initial investment than with Hosted ASP which charge a monthly fee, but you will a full control of your email campaigns and after some time of using your software you will repay it.
Free or fee-based The first thing you will have to decide in choosing software for your email campaigns will be whether you want to use free or fee based software. Some people may say: “There is much free software on the Internet. Why would I pay for email marketing software?” This is because some people still don’t have a habit to buy things on the Internet, especially non-tangible items such are software and services. Many people still don’t realize the power of email marketing so they think that can be satisfied with [link widoczny dla zalogowanych] a free service. One of the most famous contemporary economists, a Nobel Prize winner Mr. Milton Friedman said that there is no such thing like free launch. And there is another statement that says “You get what you pay for”. I usually agree with these two statements. These have been proven on many examples, especially [link widoczny dla zalogowanych] on the Internet.
With Hosted ASP you will usually have a lower initial investment. You don’t have to buy hardware and software. However, price is usually determined by the number [link widoczny dla zalogowanych] of emails you send so you will pay more how your membership base gets bigger so this option will be much more expensive than a desktop email marketing software option in the long run. You can see that choosing the right email marketing software is very important. You have to bear in mind that the biggest investment is one that it is paid – twice. So, choose your email marketing software wisely.
HTML and plain-text versions It is essential to offer your visitors to choose if they want to receive your email newsletter in HTML or plain-text format. It means that you should regularly send both types. Sending [link widoczny dla zalogowanych] HTML newsletters have more benefits than plain-text email newsletters. You can use email tracking only in HTML newsletter with image embedding, HTML newsletters have better click-thru ratio because they look like the real web sites. You can hide long URLs so that they will look professional. However, some people prefer plain-text versions and reasons are [link widoczny dla zalogowanych] different. They use email clients that don’t support HTML emails. Another thing is that HTML newsletter types are larger than plain-text newsletters. Also, one of the reasons why some people don’t receive HTML emails is security. In HTML newsletters some people can embed malicious scripts or [link widoczny dla zalogowanych] use them for phishing (when they pretend that they are representatives of one company and when people click on a certain link they are taken to their web site that is designed almost identically like original). It is mostly used in financial fraud attempts.
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