Important Features at a Glance
When choosing an email campaign service, there are a few key features that are important to look for.
Is it a fully hosted service? Sending a high volume of emails is stressful for any mail server, and sending HTML emails—the emails that look pretty with images—require those images to be hosted on a server. Although it is possible to run an email campaign through your ISP and the hosting your business’s website uses, having a full service email campaign tool that also sends the emails through their servers is ideal. It will save you any headaches of having to deal with your ISP’s spam or abuse department, and other unpleasantries that might come from that.
Is the company reliable, trustworthy, and secure? It goes without saying that checking the credibility and reputation of the business you are about to trust with your customers’ personal information is an important step not to be skipped. If the pricing seems too good to be true, then chances are the company is too. Run a quick Google search on the company, check their about page, look at their contact information to make sure there is a physical address for the business and a way to contact support. Also make sure that their service is running on secure HTTPS and the data is encrypted. When dealing with your customers’ personal information, you want to take special care to safeguard it as best as possible. And be sure to try out giving their live support a whirl to make sure that they have real people ready to handle any problems that you might have. Make sure you ask yourself how secure is your email?
Is it scalable and right for you? You might start off only needing to send out a monthly newsletter to only fifty customers or less, but what happens when you start expanding and need to distribute a newsletter more regularly and to thousands of subscribers? Will the email marketing service you are choosing be able to adjust and scale upwards to handle your growth? Or will you have to go through the labor of migrating all of your customer contacts, information, and email templates from one service to another? Even if it is something that seems far away, it is always good to plan for the long-term.