Often when doing email promotions, it is easy to overlook the many email marketing tools that are important to the process. Many people think that sending marketing emails is all about having an autoresponder and that's it. The truth is that you need more email marketing tools than just an autoresponder to succeed as a professional marketer.
Let's look at the 4 email marketing tools every professional email marketer should have in their locker:
Tool 1 – Autoresponder Service
We'll start off with obviously the autoresponder service first. If you want to ensure that you are doing the best job possible, you will want to subscribe to a paid professional service like Aweber or Get Response.
Free autoresponders just don't cut it. Their deliverability rates are horrible, ads are often included in your emails and they only allow you to send to a very limited number of subscribers. Professional services, however, boast much higher deliverability rates as they have existing relationships with email service providers that enable most of their emails to be delivered.
Tool 2 – Tracking Service
The second tool an email marketer should get is a tracking service that allows you to track clicks and sales. Although autoresponders provide their own tracking services, these often spew out long ugly links if you are using text emails. Having such long links may reduce your click-through rates with a non-tech savvy audience, who might not like clicking on long links. A solution is to use tracking services like Hypertracker, AdTrackz, BudURL and Bit dot ly. Hypertracker and AdTrackz let you track sales for your own products as well, while BudURL and Bit dot ly only enable you to track clicks.
Tool 3 – Delivery Monitoring Service
In addition to the mandatory autoresponder and tracking service, a delivery monitoring service is an additional tool you can consider for monitoring your email campaigns. These services let you monitor the deliverability rates of your mailings.
The way this is done is that they will have a seed list of emails signed up at all the major service providers, like Gmail, Hotmail and Yahoo. You download this seed list and import it into your autoresponder. From there, you can track the deliverability rate to this seed list, which gives you a good idea of how well your emails are getting delivered.
Tool 4 – Calendar
If you email your subscribers often, maintaining some sort of 'broadcast calendar' is a good idea. You can either create a simple calendar using Notepad or if you are more traditional, use an offline calendar or a notebook. Doing this helps you keep your email campaigns organized so you don't lose track of when and what you should be mailing out.