Congrats! You’ve decided to integrate e-mail marketing into your sales and marketing mix. Your next decision: How will you distribute the e-mail, maintain your database, manage and measure responses, report on results, and nurture your client relationships?
If your company has adequate IT resources, you may choose to evaluate available software to produce campaigns in-house. Or, if your IT department is stretched to the limit by other concerns, outsourcing may offer the best solution…but there are some trade-offs. So, let’s take a closer look at the pros and cons of in-house vs. outsource e-marketing.
Is in-house a viable option?
If your company is committed to e-mail marketing and the Internet for a majority of its sales, an in-house solution offers the flexibility and availability required to support your efforts. An in-house solution is cost-effective and works extremely well for companies who have relational databases and IT resources available to provide support. You also retain complete control over your customer database of e-mail addresses and demographic data. The higher the volumes of e-mails you deliver, the more cost-effective the software becomes.
When you are evaluating software solutions to run in-house, look for these features:
Open architecture. Your software application should be able to run on whatever platforms you have on-site.Easy to integrate. The software should integrate easily with your existing infrastructure, allowing you to make use of your existing hardware & applications.Open Database Support. Can the software access your existing relational database? You’ll want to use your database for data mining for more effective campaigns.Comprehensive installation, training & support. Make sure you have access to these important resources. Ask about the length of installation & training.Easy to use. Is the software web-enabled to offer the ability to design campaigns from anywhere? Make sure it’s simple to use for your users.High level of functionality. Make sure you have the ability to do message personalization, and conditional content. You will want the ability to insert redirect URLs into the contents for tracking results. You will want to have a strong query tool to enable you to segment your clients for campaigns. Check on your ability to re-market to existing recipients or to people who have clicked-thru in response to a campaign.Strong results tracking and reporting. Does the provider offer a way to give you real-time campaign statistics? You should be able to track click-thru results for your campaigns, and you should be able to compare campaign and click-thru statistics easily.Unlimited scalability. Does the software allow you to grow? Can it support adding customers or e-mail servers easily? You should get a system that allows you to plan for future growth painlessly.High-level Technical support. You want to ensure you have access to top-notch technical support resources.Maybe you should outsource?
Outsourcing is a logical solution for the many companies who are “testing” the value of e-mail marketing, but have a small customer database or limited resources to support an in-house investment. To make the most of the electronic marketplace, identifying and building a partnership with an e-mail marketing service provider who suits your company’s unique needs is essential. E-mail marketing service providers offer specialized marketing, technical, and distribution expertise that can ensure powerful results and deliver stronger relationships between you and your customers. Given the importance of e-mail marketing in the B2B marketplace, selecting an e-mail marketing provider who understands your goals and shares your commitment to achieving them is essential.When you are looking for an outsourcing partner, consider these key factors:
Technical expertise. Managing a large, growing database requires specialized know-how. Outsourcing gives you access to the professionals who understand how to set up and manage your database, while delivering your e-mail messages efficiently.Customer service. Will you be able to distribute an important announcement on short notice? You should expect accessibility, knowledgeable technical support, personal contacts, scheduled back-up, security and regular reporting from your e-mail marketing partner.Proven ability to deliver. Find referrals and get their endorsement. What results have other companies achieved with the e-mail service provider? Learn about their experiences and get their feedback.Ability to build your own list. Building your own database of customers and prospects who’ve opted to receive information is much more valuable than purchasing lists from brokers. Does the service provider allow you to use your own database and provide a mechanism to continuously keep it current?Reporting capabilities and practices. Does your e-mail marketing provider have the capability to track URL click-thrus, set up an auto responder to manage e-mail responses, and help you identify your most important customers? This information helps you refine your messages and your e-mail marketing strategy.Flexibility to grow. Does the provider offer a solution that will grow as your database expands, and provide increasingly higher levels of personalization, more detailed tracking, and more targeted response?Whether you choose to bring a solution in-house or outsource your e-mail marketing program, look for solutions that with powerful options that are flexible, accessible, and accountable. You may choose to outsource your first campaign, then bring the software in-house as your expertise (and business) grows. Either way, working with a reputable (and affordable) email marketing service provider will help make your e-marketing campaigns a success.Even if you decide to go with an in-house solution, I encourage you to check out the service provider’s websites and blogs where you can find great information and tips that you can use in-house. Be sure to check out my directory of
e-marketing vendor blogs and websites; I’ve weeded out the hype and sales pitches & onlylisted the best resources in the business.
