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An online success business can’t be led without email marketing. Many individuals know that it is crucial to have a website but having a web site is only one part of creating successful online presence. You must 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 best email marketing software.

Choosing your e-mail marketing software is among the most essential steps you must ingest e-business. Exactly what are those necessary steps in selecting email marketing software?

Free or fee-based – The first thing you will need to decide when choosing software for the email campaigns is going to be whether you would like to use free or fee based software. Some individuals may say: “There is much free software on the Internet. Why would I pay for email marketing software?” This is because many people still don’t possess a habit to get things on the Internet, especially non-tangible items such are software and services. Many individuals still don’t realize the strength of email marketing so they think that may be satisfied with a free service.

One of the most famous contemporary economists, a Nobel Prize winner Mr. Milton Friedman claimed that there is no such thing like free launch. And there is another statement that says “You obtain what you pay for”. I agree with both of these statements. These have been proven on many examples, especially on the Internet.

It is possible to decide to use free software for e-mail marketing but you will end up limited for some more technical options. Some big portals offer free services for creating groups. This can be OK, but in this instance you may send your email messages without many important features like personalization, email tracking, sending SMS, using CSV files etc. I don’t need to mention that many “free” e-mail marketing software providers will include their ads in your email newsletter. I assume that you simply don’t want that within your business email communication.

Some other free software just like the free version of Group Mail will have limitation on the quantity of subscribers per one session. In cases like this it is possible to send out your email newsletter to 100 subscribers simultaneously as well as in paid version to unlimited variety of subscribers and make unlimited variety of lists.

It is recommended that you utilize fee-based e-mail marketing software for the business email campaigns. However, you always have to look for a provider who provides a trial offer, also.

Important features – You have to see if your email service provider offers these several important features.

1)Personalization – personalization is among the most significant things that e-mail marketing software needs to provide. With good personalization you will have better open rates and then click-through rates. Even more advanced e-mail marketing software like Group Mail paid version offers if-then personalization for users who want to have the maximum personalization.

2)Monitoring – e-mail marketing is popular and useful because results could be measured effectively. You need to ask your email company if their product offers ability for detailed reports for open rates, click-through rates, deliverability…If their main product doesn’t offer that it is crucial that they offer additional service that may be easily integrated with their main product.

3)Scalability – one of the primary attributes of modern software program is scalability. At this point you may want software that will be able to send one thousand emails at the same time but in 3 years your membership base may be 5,000. Will your software have the capacity to handle that?

4)Creating HTML newsletters – HTML newsletters have better response rates than email newsletters in plain-text format making this also another thing you have to consider in choosing your email marketing software. Without sending your email newsletter in HTML you won’t be able to do email tracking.

5)Integration with existing applications and databases – your e-mail marketing software has to offer you ability to import data from existing applications and databases like SQL Server, Oracle, MySQL, Access, FoxPro and Excel. Also, it is quite useful that it may be integrated with popular email clients like MS Outlook.

6)International Character Support – Internet businesses need to have a global focus therefore it is useful that e-mail marketing software provides support for International Characters.

7)Plug-ins and updates – it is very important the email service provider constantly works on creating useful plug-ins and updates to make your work easier and a lot more effective.

8)Tech support -Should you be the average Internet user without technical knowledge you should probably get support for the software. How good can be your email service provider in terms of tech support?

Desktop email software vs. Hosted ASP – Now when you are aware would you like free or fee-based software and what you should look in your e-mail marketing software you must decide do you want to have desktop e-mail marketing software or so called Hosted ASP. Both types have limitations and advantages. You need to select the right option for you.

Desktop email software like Group Mail Plus, one of the main desktop email marketing software, has several big advantages. The most crucial is the fact that details of your subscribers are kept private and secure all on your own computer. Dot com crash is not really up to now behind us. Imagine which you have several thousand clients and utilize web based service coming from a company which will later get out of business. It is possible to only imagine how which could affect your company and credibility! With Group Mail Plus you can manage sxoest unlimited variety of groups with unlimited number of recipients in each. You will have a larger initial investment as compared to Hosted ASP which charge a fee every month, but you will a full charge of your email campaigns and as time passes of utilizing your software you are going to repay it.

With Hosted ASP you will usually possess a lower initial investment. You don’t must buy hardware and software. However, price is usually determined by the amount of emails you send which means you will pay more the way your membership base gets bigger which means this option will likely be much more expensive than a desktop email marketing software option in the end.

You can see that choosing the right email marketing software is essential. You have to bear in mind that this biggest investment is just one that it is paid – twice. So, choose your email marketing software wisely.