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Back to basics: How to organise your mailing list system

Many businesses use Outlook for their email campaigns, but there are inherent problems with using Outlook for bulk emails. The main issues are that you can overload your server, your IP can be blacklisted for sending spam, and there are no metrics in Outlook to track the success of your campaign.

It is a much better idea to use an email platform that has been designed specifically to handle mass mailouts, and has the inbuilt metrics you need to measure your performance and return on investment.

The benefits of using third party email service providers

Some of the most popular bulk email providers include MailChimp, Aweber, iContact and Campaign Monitor. Most include reasonably generous free plans and then scale up in price based on mailing list size, but the benefits of using them, as opposed to Outlook and other desktop programs, far outweigh any costs involved.

  1. These email service providers are whitelisted: Since their bread and butter business is sending out millions of emails every day, they have the capacity and the servers to support this type of activity. So their servers never become overloaded and your messages are much more likely to arrive in the recipient’s inbox, rather than going into Junk or not arriving at all.
  2. They adhere to standard protocols: This means that your emails will not be treated as spam and you will not be blacklisted for sending out masses of emails to customers and potential customers on your email lists. One of the protocols (in fact, it’s a law in Australia) which they adhere to is to include an “unsubscribe” link on every email, so the recipients have the option to unsubscribe from receiving any more emails from your company.
  3. They provide lots of design templates: Whenever you set up a new email campaign, you can design a complete set of emails for your business, all at the same time with just a few clicks. This keeps all of your emails looking professional, reflecting your brand and speeding up the entire campaign process.
  4. You can easily setup automatic scheduling: Create your emails, schedule the mailing dates and then just let the email service provider do all of the work. You don’t have to keep remembering mailing dates anymore; it’s all completely automated for you.
  5. Find out who has subscribed to your mailing lists: Email providers create lists of all of your subscribers, so you can easily see how many new people have subscribed to your mailing list and also if anyone has unsubscribed.
  6. Easily measure the success of your campaigns: If you don’t have any hard data on the success of your email campaigns, then you could be repeating the same mistakes with every mail out. These third party email providers include reports and metrics, which help you to access your ROI and plan your next campaign.

So if you want to set up a cost effective marketing campaign or you need advice or help with improving your current mailing list system, call GO Creative on (07) 3333 2932 or request a free quote online.

Mythbuster Monday: If it’s not broken, don’t fix it

When it comes to the subject of marketing, a lot of people believe that if it’s still working, then leave it alone. I am not quite sure why they believe this myth, unless it is because it leaves them free to focus on other areas of their business.

Marketing however, is the lifeblood of a business and if you don’t optimise your marketing campaigns, you could be leaving easy money on the table. By optimising, I mean that you are sticking with what seems to be working and not exploring other options which might work even better.

Optimising your marketing campaigns means exploring your options

Take for example, a business that invests heavily in hard copy ads in the Yellow Pages. For a long time we have jammed doors open with these behemoths, but no longer are they as popular with consumers as they once were.

Have you seen how small the Yellow Pages are now? The sad part about it is that they usually go straight into the recycle bin, because who turns to the Yellow Pages when they want to search for a local business?

Just about everyone searches online nowadays, so if you are still investing in hard copy print ads in the yellow pages, it might be time to take some of your allocated marketing budget and explore other options.

Even if you are still receiving leads and sales form the Yellow pages, you might get more bang for your buck through online advertising. You don’t have to change everything overnight, just take a small part of your marketing budget and move it to online advertising, such as Google ads or Facebook ads, for example.

We’ve seen the results first hand

Recently we met with a client who was spending about $5000 per month with Yellow Pages, across a variety of printed ads, online listings and a website service. Cutting their budget in half, we were able to develop a new website and more than double their enquiries within three months.

Marketing is now, more than ever, about being flexible, exploring new avenues of promoting your business and in testing what works and what doesn’t work. The myth – if it’s not broken, don’t fix it -will hold your business back from exploring more lucrative marketing options and give your competitors all the help they need in overtaking your brand.

For more information on marketing for your business or with website design in Brisbane, call us at GO Creative on (07) 3333 2932 or request a free quote online.

Our new website is exactly what we asked for, professional and easy to navigate. Nothing was too hard for Grant and he exceeded our expectations with his customer service and ability to understand our needs. We are very happy with the finished product and have no hesitation in recommending GO Creative! Thanks Grant!