| If you use permission based email marketing, your list | | | | block emails from senders which result in too many |
| management solution can be an important part of | | | | bounces (as is typical for spammers), improper |
| your success. Or it can hurt sales, reduce your | | | | bounce management only makes deliverability |
| credibility, result in wasted time and frustration, and | | | | problems worse. |
| worse. The one you use will have a big impact on | | | | Related drawbacks include extra load on mail servers |
| your results - for good or bad. | | | | and increased bandwidth usage. |
| There are three types of list management solutions | | | | Server Compatibility Problems |
| to choose from: | | | | Server-side software compatibility problems may not |
| 1) Desktop software: Installed on your own | | | | become apparent until long after installation. |
| computer, with emails sent through your ISP. | | | | Problems with ISPs and Web Hosts |
| 2) Self-hosted list management: A "stand-alone" script | | | | Some web hosts will shut your web site down and |
| or software is installed on your own web server. | | | | or fine you for spam complaints triggered by emails |
| 3) List hosting services: All areas of list management | | | | sent from your domains on their servers. They're |
| are outsourced. | | | | understandably just trying to protect their business. |
| Let's look at some pros and cons of these options. | | | | The use of desktop software to send mass emails is |
| Email Deliverability Problems | | | | not allowed by many ISPs. You risk cancellation of |
| Deliverability is a crucial component of successful | | | | Internet access if detected. |
| email marketing. Obviously, subscribers who don't | | | | Hidden Costs |
| receive your emails can't act on them. Problem is, | | | | Although do-it-yourself list software or scripts may |
| sending mass emails without professional systems | | | | only require a one-time purchase, be alert to other |
| and expertise can hurt email delivery rates, in multiple | | | | possible hidden and potentially recurring costs: |
| ways. | | | | 1) Software installation fees. |
| To maintain higher delivery rates, you should work | | | | 2) Upgrade fees. |
| with major ISPs and blacklists to stay on their good | | | | 3) Decreased productivity from extra time spent on |
| side ("whitelisted") and keep your messages from | | | | in-house list management tasks. |
| being blocked ("blacklisted"). And list management | | | | 4) Reduced profit caused by email deliverability |
| systems should be designed and updated in line with | | | | problems. |
| current legislation and technological advances related | | | | So be wary of one-time investment claims, which can |
| to email delivery. | | | | be more expensive than you might think. |
| With do-it-yourself list management solutions, you | | | | The Seeming Advantages of Do-It-Yourself List |
| have to deal with all deliverability problems and | | | | Management |
| updates in-house. | | | | At first glance, the seeming advantages of |
| Dealing with Spam Complaints | | | | do-it-yourself list management are appealing: No |
| Even if all your lists are confirmed (double) opt-in, | | | | recurring fees, more control over your email lists, and |
| occasional spam complaints can occur. | | | | operations are kept in-house. |
| When you manage your own lists, dealing with spam | | | | Let me say from real-world, "school of hard knocks" |
| complaints falls on you, even if only to prove they're | | | | experience that do-it-yourself is not the best list |
| false. With outsourced tools, professionals can handle | | | | management option for a professionally run online |
| these sensitive issues on your behalf. | | | | business. It took me a while to learn that lesson. |
| Bounce Management | | | | The frustrating, time-consuming, and costly problems |
| Over time, a percentage of email addresses become | | | | described above make a pretty clear argument |
| undeliverable as users move, change ISPs, etc. Some | | | | against do-it-yourself list management solutions. |
| stats indicate "churn rates" of about 25-35% per | | | | Fortunately, those problems can be reduced or |
| year. Unfortunately, some list management systems | | | | eliminated by outsourcing it to competent, |
| are not configured to manage bounced emails | | | | knowledgeable professionals. |
| properly, such as by removing hard bounces | | | | What's more, outsourcing your list management can |
| immediately and soft bounces after a few failed | | | | free up more valuable time for you to work on your |
| delivery attempts. | | | | business, rather than in your business. |
| Since email systems of ISPs and other networks can | | | | |