| Introducing an email marketing strategy into an | | | | infrastructure. |
| organisation inevitably produces the question about | | | | Finally, there is the risk of the system not working as |
| whether to use an in-house delivery mechanism or to | | | | intended, or demanding unacceptable levels of |
| outsource it instead. Like any application where this | | | | ongoing resources in order to make it work. Now you |
| topic arises it can provoke some strong opinions and | | | | would hope that the suitability of any application |
| while the option to deploy email marketing internally | | | | would be determined before purchase, but in reality |
| may appear attractive it can potentially suffer from a | | | | this is not always the case. Of course, you can |
| number of drawbacks. So here are four reasons to | | | | change your plans and try to use it to the best of |
| consider before plumping for an in-house email | | | | your abilities, go after the provider and try to get a |
| marketing service. | | | | refund, or you can dump it altogether and try again. |
| Ignore the headline price. Like any other product or | | | | All three options are expensive, time consuming and |
| service offering the cost of the software is just the | | | | will impact on your business. |
| tip of the iceberg and you need to go beyond the | | | | Now compare the points made above with an |
| attractive figures mentioned for an application that | | | | outsourced service. |
| appears will 'do the job'. A more in-depth look can | | | | Well, firstly the question surrounding resource and |
| reveal a lot of hidden extras that will quickly bloat the | | | | time largely vanishes. You have access to an |
| initial cost; check carefully for optional modules that in | | | | infrastructure already created, tuned and ready to |
| fact are rather essential for you. too many | | | | go. No worrying about whether your infrastructure |
| applications feature optional modules that in fact are | | | | can cope, no waiting for the technical function to |
| rather essential. Add to this the need to find | | | | install and configure the software. So getting started |
| hardware for the email application to sit on, installation | | | | is a simple process - often it's all done for you - in a |
| and configuration, connectivity to the outside world, | | | | matter of hours, not weeks. |
| ongoing licence fees and support and the costs shoot | | | | An outsourced service also reduces the requirement |
| up considerably. | | | | to be proficient in html design and handling data. |
| Do you have the time and resources? To have a | | | | Good services provide help with such areas as part |
| fully functioning in-house system means having staff | | | | of the service, as well as giving advice on good |
| or contracted third parties to configure it, connect it | | | | practice and staying on the right side of the law. So |
| to the outside world and test it. The leased line from | | | | you're not on your own and you can get moving |
| the organisation will need to be reviewed - does it | | | | quickly and confidently. |
| have the capacity for a significant increase in traffic, | | | | And lastly there is the flexibility. If the out-sourced |
| or will it have an impact on other applications or | | | | solution doesn't work as well as you hoped then you |
| staff? Do the terms of the line from the provider | | | | can walk away and find another. Bed-hopping across |
| allow the organisation to undertake email marketing? | | | | email services is not recommended, as it disrupts |
| Some explicitly forbid this while others may charge | | | | your strategy and wastes time researching and |
| extra. Someone will have to monitor the IP | | | | working with new people. But it does mean that the |
| addresses of the firm to ensure they do not get | | | | service provider has to provide the best service |
| blacklisted. Can you imagine the harm to your | | | | possible - or you can go elsewhere if you're not |
| business if your ISP suspended your account for 7 | | | | satisfied. |
| days? It's happened before. | | | | There is of course a very good case for opting to |
| An in-house solution will also require user training - and | | | | site email marketing in-house if your organisation has |
| on that subject what is the knowledge level internally | | | | the resources, the infrastructure, the people and the |
| of creating html emails, copy writing and relevant | | | | knowledge in order to use the software correctly. |
| legislation covering email marketing? If you are using | | | | But that's a lot of ticks required in boxes, and even |
| an agency to create the templates then they may | | | | then you should hold accounts with services |
| need access to the application - meaning more time | | | | providers as part of your business continuity plan. |
| and money spent on licencing costs and training | | | | Weighing up the options therefore shows outsourcing |
| someone who doesn't even work for you and | | | | to have many compelling reasons when compared |
| providing them with the means to access your | | | | with equivalent in-house alternatives. |