Email campaign software is a specialized marketing tool for the internet and specifically for the purpose of email marketing. This campaign software is a quite widely used tool by companies that are into the more serious business of selling on the internet. The practice of using the email for selling products and services is called bulk email marketing and unfortunately, seems to have gotten quite a bad reputation because of one of the branches of the methodology called spamming. Spammers also are internet marketers but are one end of the spectrum of the bulk email marketing practice. Over the years, the damage that they have caused to the internet is so much that laws are now in place to curtail their practices.
Regular bulk email marketing companies differ from spammers in a crucial regard – they don’t infringe of the user’s right to privacy. This is because they use opted in addresses, which basically means that the people that they mail are people who have asked to be mailed. The rest is up to the campaign software as far as dissemination is concerned. Making this the most profitable exercise therefore means that you must be able to optimize the use of email campaign software. There are two components to email marketing software, the distribution list and the mailing application. Bearing this in mind one can ascertain that the first major improvement potential lies in the database.
An emailing database needs constant updates with new email addresses as well as the weeding out of ineffective addresses. The fact is that not everyone that is mailed is going to buy each time a mail reaches them. In fact, some will never ever buy a product from you despite you probably mailing them for years on end. This is the type of customer that you must weed out from your database and replace with better prospects. This is an exercise that must be done quarterly or monthly, depending on how big your business and existing database is.
One aspect that is not directly connected to the campaign software itself but has a lot of ramifications for your overall selling exercise is the content of the mails that you send. Badly formed mailers in terms of content and design or even the presence of spam keywords is enough to waste your precious resources that you spend mailing. Therefore, take the time to understand how spam filters work and ensure that you do not create content or designs that can be suspect as far as filters are concerned.
One final aspect that automatically taken care of by email campaign software is the unsubscribe link. However, ensure that the option to add this link in each of the mails exists. This is also important from the perspective of getting rid of addresses in the database that are not convertible into a sale. By ensuring that you have an opt out link in your email, you can allow the user to save you the trouble of the weeding exercise.
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