How many emails have you read today? More importantly, how many have you sent out to your customers and prospects?
These days, email is a fundamental part of our marketing strategy (across all our businesses and projects) and often represents the only communication channel for members, customers and clients. It’s something I highly recommend as part of a solid strategy to increase the “Transactions per Customer” when you’re working on the 7 Levers of your business, and will support your organisation in increasing profit, enhancing customer marketing and streamlining your administration.
This is just some of the customer engagement we receive daily off the back of an auto-responder series aligned with one of our eCommerence business units:
This is why it’s critical that you consider the different options available to you as a business, to get the lowdown on the different solutions available for hosting and delivery, and to make savvy choices about how you optimise your email capabilities to support enhanced communication and, more importantly, increased profit.
At Preneur Group, we’ve been looking into the different options for streamlining our email marketing, and weighing up the pros and cons of choosing a self-hosted solution over more traditional options such as cloud-hosted email marketing and autoresponder software.
We’ve used Aweber and MailChimp for a while now and, although they’ve been fantastic solutions for us, we wanted to see if we could adopt a different strategy and bring all of our different platforms under one mail solution. We’ve researched the options available internally and decided to record and share our journey with you.
The decision to analyse our email marketing was made for a number of reasons. Obviously, cost and efficiency rank pretty highly on our list of attributes. But there are other reasons for making the analysis of email platforms a key part of our business strategy.
Put simply, if an email you send to a prospect or customer doesn’t arrive in their inbox, you risk losing the ‘customer lifetime value’. Emails that bounce back, are blocked, or returned as undeliverable can have a significant negative impact on your business + it’s revenues..
Remember, your email system is the backbone of all of your client engagements. It’s essential that you maximise the “Click Thru Rate”, engagement and overall effectiveness of your communications. Having a sound and reliable platform for email communication isn’t just about knowing that your emails are being delivered as they should; it’s having the ability to really manage the effectiveness of that email once it’s been delivered.
Imagine that a customer orders a product from you and the confirmation and details never arrive. Or you spend three days crafting great promotional copy for your new product and your prospect never gets to see it. What if an ISP blocks a gateway or blacklists your organisation as a result of issues with delivery? Or your email reputation gets damaged as a result of poor delivery mechanisms? It’s estimated that 20% of all emails never reach their destination. Potentially, this means that one in five of your customers is going to end up dissatisfied with your communications and service.
These are some of the reasons why we want to share our findings with you and support you in choosing the best possible solution for your business. We captured our journey in a bunch of internal emails, memos and whiteboard scratchings, and had them cleaned up into a series of articles to help you get the most out of your email marketing.
We’ve done a lot of research, tried out different platforms and compared the various cloud-hosted and self-hosted options to find the best in the business. It’s been a fascinating experience!
So across the series of posts below, we’ve be published the full 13,297-word internal report:
- What Is Cloud-Based Autoresponder Email Marketing?
- Comparing Autoresponder Services
- What Is Self-Hosted Autoresponder Email Marketing?
- More Benefits of Self-Hosted Email Marketing
- Comparing Self-Hosted Email Marketing Software
- Self-Hosting Email Options (SMTP Solutions and Account Choices)
- Which Autoresponder Solution Is Right for You?
- Self-Hosted vs Cloud-Hosted – Conclusion and Summary
- Self-Hosted or Cloud-Hosted Email Marketing – Appendix