I need to create email blasts for my company but don't have a lot of resources. Any recommendations?

My opinion is admittedly a little biased because I’m a copywriter. But I don't think graphics in an e-mail are all that important. Instead, I prefer focusing on the message and providing readers with valuable information that addresses their most pressing problems.

All my campaigns (as well as the ones I do for clients) only use text -- no graphics. I use AWeber (http://www.aweber.com) because I like the double opt-in, autoresponder, web forms and detailed statistics they provide.
My biggest piece of advice is to focus on giving your subscribers valuable information. Educate them instead of only using your e-mails to pitch products/services -- I can’t stress this enough.

Also, I add one sentence to the bottom of each e-mail that helps get my message in front of people who are not my lists: “Please feel free to share this e-mail with the people in your network.” Use this single sentence and you’ll be surprised to see how many people forward your e-mails to their own contacts.

Tom Trush
http://www.powerfulmarketingmaterials.com

Tom is absolutely on to something when he says that graphics should be used sparingly - but items like a logo, or a header are probably still a good idea to let your recipients know that it really is coming from your company.

In my mind, your basic branding/logo rules that you apply for most web design should also be brought into your mailing campaigns. Especially considering that most e-mail services allow you to send one message that can either be opened by your recipients in plain-text or graphical mode. (default setting in MailChimp by the way).

The key thing is that you shouldn't put key information in your graphics, as mail clients like Outlook block images unless the user specifically requests to download them (and most don't!).

There are a ton of best-practices and resources available on-line for e-mail marketing - such as www.lsoft.com/resources/wp-email-marketing.pdf - but the key is to track your open and click through rates, and don't be afraid of experimenting a little bit to see if you can find something that might improves those open rates. Simple things like changing the name of who the e-mail is from, or a subject line can make huge differences on your open and click-through rates.

Ryan
http://LDPWebSolutions.com

Molly,
I run a marketing firm and use Constant Contact and Campaign Monitor to execute e-mail marketing tactics. Each platform has template e-mails that you can choose from. Or you can hire a designer or firm to build something custom that fits your brand's identity and website. We built a custom one for ourselves and usually do the same for our clients. If you want something custom, and depending on how intricate you need, we could knock it out for a few hundred dollars on up. Good luck. Eric Morgan, Morgan + Co.

Molly, I've been in your shoes. I've been using VerticalResponse for a few years, which I've integrated into our CRM system (can stand alone as well). It has pre-built templates, or you can create your own easily. Or even copy in free form html if you have it available. It tracks and manages your responses, click throughs, unsubscribes, bounces, everything. It provides some really easy to use reporting dashboards as well. It's a pay-as-you-go service.

Hi Molly,
I use a service called Ratepoint, and have found them to be a better value than most. They also have a rating service that allows your audience to rate your service; something that could lead to better conversion of inquiries to sales. Check them out at www.ratepoint.com.

Hi Molly,

I've been using TicketMaster. The templates in HTML, text and pre-launch step by step are fairly simplified, but tracking is not that great. At least you can see the % of bounced emails right away, schedule blasts and whatnot. How long have you been collecting the emails?

Whether is personal preference or system limitation, HTML can be a hassle for some users. Add a link at the top of the eblast saying something like "Can't see this email? Click here". The link should take the clicker to a webpage where he/she will visualize the exact same offer you sent in HTML. That way you'll cover all bases. In the future it will also be important to give customers the choice to choose from HTML or simply text. Once you know that, the best option is to send two separate emails (same content though): one in HTML, the other as text. Experience says the majority of people will prefer HTML. Paid programs will automate that, but depending on budget limitations you can do it manually as well.

Be very careful about the subject line. With so many sharp junk mail filters out in the market, make sure to have something that won't fall into that category. Do you have a mail flag filter? It's important to make sure you'll only send to those who opted in, and reinforce on the message body they signed up for such communication. Some users will complain and potentially damage your relationship with them if you spamming them. For every blast you send, create an "unsubscribe here" link in case people decide to opt out.

Tracking response will be as important as sending the blasts. If you're planning to sign up for an automated web-based program, spend a little bit more and add bounced email tracking to your cart. That will allow you to clean your distribution list instantly. Cleaner list, more accuracy, better response. If you budget doesn't allow you to hire such service, an Excel spreadsheet will do the job. You can even set up pivot table and/or filters to help you search the data.

This is just a small part, but I hope it helps. Contact me should you need.

Regards and good luck.

Thiago

Hi Molly,

I have used both Constant Contact and MailChimp over the past few years, and I have to recommend MailChimp. Its easy to set up and use, and is set up to be very social-media friendly (if that's important for you).

Mailchimp also has a lot of ways to import your opt-in lists (including via plugins with SalesForce and ConstantContact) making life easier for you if you constantly are updating your lists. It also has good google-anaylitics integration so you can track people going from your message to your website (and where they end up going).

Overall, MailChimp is the best tool that I have found so-far - I would recommend trying it out (its free if your list is under 500 people!) to see if you like it or not!

Ryan
LDP Web Solutions
http://LDPWebSolutions.com

Molly-

I specialize in bringing email campaigns to market cost-effectively. I have created, launched, and tracked over 650 email campaigns in the last 7 years.
Let me know how I can assist.

Hi Molly,

I would be very happy to talk to you regarding you email requirements. If you're happy to drop me an email at james.malton@gmail.com we can have a chat about what 'exactly' you are looking for. I can fill you in on my background as an email marketing specialist, send you some examples of my work, and/or just give some general advice on all things email.

Look forward to speaking with you.

Many thanks

James

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