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How do I Choose the Best Email Marketing Company?

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  • Written By: Geri Terzo
  • Edited By: A. Joseph
  • Last Modified Date: 21 September 2016
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An effective Internet marketing campaign will enhance a business's relationship with existing customers and attract new business. To select the best email marketing company for your needs, there are some features that you should look for, such as the ability to reach a targeted audience and a proven track record of success. Based on an Internet search or by contacting the marketing company behind some of the notable marketing messages received in your own inbox, you will be well on your way to uncovering the most successful advertising campaigns.

Email marketing can be tricky. Sending out a bulk email from an email blast service may reach a large number of recipients, but if these advertisements go to the wrong demographic they can have little to no affect on a business. This is why it is important to identify an email marketing company that is able to reach a targeted group of recipients that have a need or interest in the service or product you are marketing, whether you are targeting a niche market or want to appeal to the masses.

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Look for an email marketing company with a history and a proven track record. For instance, an email marketing company that has had previous success with advertising campaigns is more likely to help you to reach your goals. Ultimately, you are searching for a company that will increase the return on your advertising investment. A company that sets out to do this is positioning your marketing campaign for success.

To find the best email marketing company, you might have to pursue a vetting process to begin. After identifying potential providers from an Internet search or referral or based on messages received in your own email inbox, reach out to the potential marketers. Find out the technology and the email service platform that they use. This will be an indication of how broad a reach their email marketing service realizes. Ask the marketers about past conversion rates, which refers to the frequency with which an email advertisement translates into new business for a company.

Some of the services you might want from an email marketing company could be creating, sending and tracking messages to clients and potential customers. Avoid an email marketer that uses a cookie cutter or routine approach to reaching customers, because this lacks any hint of a personal touch. Every business is different, and therefore, your email marketing campaign should be tailored to the types of products and services you deliver. Find out if the email marketer has an information technology (IT) service so that if you run into any technical issues, you can get help from members of the support staff.

An email campaign also should reach the appropriate demographic. The email marketing campaign could be based on your own subscriber list, but find out if the Internet marketing company has its own network of subscribers. If they do, you will be able to add to the number of recipients your customized email campaign reaches.

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