Almost every business can benefit from effective email marketing. One question that business owners often have is: why kind of system do I need to manage my customer and prospect email addresses?
The majority of small businesses would be well-advised to use a hosted service. Many good services exist. Two widely-used examples are Aweber and GetResponse. When we refer to a “hosted service”, we are speaking of a service that is managed by an outside company, with nothing to install in your own server. The latter type, often call self-hosted, has some advantages, but is too complicated for the average small business person to effectively operate.
What do you gain by using a hosted email marketing service? There are several.
First, most of these services have a top-notch reputation with email servers all over the world. This means that your email is more likely to be delivered than if you manage your own system.
Second, hosted email services typically have many email deliverability experts that will jump into action if any of your emails begin to be flagged as spam. This inevitably happens to the best of us; you merely get to avoid doing some of the legwork to fix it.
Third, most of the better hosted services have built-in tools for helping your emails pass as many spam filters as possible. They will typically give each email a score on the “spam” scale and show you what factors contribute to that score. You can then make changes as necessary if you choose.
The downside is that you have to pay a monthly fee versus a one-time cost. However, what you are getting for the small monthly fee will typically far outweigh the cost and time involved in managing your own email marketing software on your own server.