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An online success business can’t be led without email marketing. Many people know that it is very important to have a web site but having a web site is just one part of creating successful online presence. You have to stay in contact with your customers and prospects. You need to have a two way communication with your clients and prospects and the easy way do that is to have an email newsletter. To send emails to your customer you will need the right e-mail marketing software.

Choosing your e-mail marketing software is among the most important steps you need to take in e-business. What are those necessary steps in choosing e-mail marketing software?

Free or fee-based – The very first thing you will have to decide in selecting software to your email campaigns is going to be whether you would like to use free or fee based software. Some people may say: “There exists much free software on the Internet. Why would I buy email marketing software?” It is because many people still don’t possess a habit to purchase things on the Internet, especially non-tangible items such are software and services. Lots of people still don’t realize the power of free bulk email software therefore they think that may be content with a totally free service.

Probably the most famous contemporary economists, a Nobel Prize winner Mr. Milton Friedman claimed that there is absolutely no such thing like free launch. There is yet another statement saying “You obtain everything you purchase”. I usually agree with these two statements. These have been proven on many examples, especially on the Internet.

It is possible to choose to use free software for e-mail marketing but you will end up limited for some more advanced options. Some big portals offer free services for creating groups. This really is OK, but in this instance you are going to send your email messages without many important features like personalization, email tracking, sending SMS, using CSV files etc. I don’t have to point out that many “free” email marketing software providers will incorporate their ads in your email newsletter. I guess which you don’t want that in your business email communication.

A few other free software like the free version of Group Mail will have limitation on the number of subscribers per one session. In cases like this it is possible to deliver your email newsletter to 100 subscribers at the same time and in paid version to unlimited variety of subscribers and make unlimited quantity of lists.

It is recommended that you make use of fee-based email marketing software for your business email campaigns. However, you usually have to look for a provider who offers a trial offer, too.

Important features – You need to check if your email company offers these several important features.

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

2)Monitoring – email marketing is popular and useful because results can be measured effectively. You must ask your email provider 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 provide additional service that can be easily integrated using their main product.

3)Scalability – one of the primary attributes of modern application is scalability. At this point you may want software that can send one thousand emails simultaneously however in three 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 so this is also one more thing you need to consider in choosing your e-mail 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 provides you capacity 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 – Online businesses need to have a global focus so it will be useful that e-mail marketing software provides support for International Characters.

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

8)Tech support -In case you are the average Internet user without technical knowledge you will probably want to get support for your software. How good is the email company when it comes to technical support?

Desktop email software vs. Hosted ASP – Now when you are aware would you like free or fee-based software and things to look in your e-mail marketing software you need to decide do you want to have desktop email marketing software roughly called Hosted ASP. Both types have limitations and advantages. You have to choose the best choice for you.

Desktop email software like Group Mail Plus, one of the leading desktop e-mail marketing software, has several very big advantages. The most crucial is the fact specifics of your subscribers are kept private and secure on your own computer. Dot com crash is not really so far behind us. Imagine that you have several thousand clients and use online service from the company which will later get out of business. You can only imagine how that may affect your small business and credibility! With Group Mail Plus you can manage sxoest unlimited quantity of groups with unlimited quantity of recipients in each. You should have a larger initial investment compared to Hosted ASP which charge a monthly charge, but you will an entire control over your email campaigns and over time of employing your software you may repay it.

With Hosted ASP you will usually use a lower initial investment. You don’t need to buy software and hardware. However, cost is usually based on the number of emails you send so that you will pay more how your membership base gets bigger and this option is going to be far more expensive when compared to a desktop email marketing software option over time.

You will see that selecting the best e-mail marketing software is vital. You may have to bear in mind the biggest investment is certainly one that it is paid – twice. So, choose your e-mail marketing software wisely.