Email marketing is one of the most powerful marketing tools available for communicating and developing relationships. But, email marketing can only be that powerful when it’s done well.Using your standard email account to send a mass text or HTML message to your list is not doing email marketing well. Why not? Because your standard email account is not designed for email marketing and therefore has significant limitations that can actually undermine vs. aid your email marketing efforts.


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1. Are Approved as Bulk Mailers :
Many email accounts and most ISPs limit the number of emails that you can send at one time. Further, most ISPs guard against bulk emailing, as it is often spam. Legitimate services typically have strong relationships with ISPs and are able to send bulk email. With many services, while your email address is listed as both the “from”, and “reply to” address, the email is actually being sent by the email marketing service’s server which is recognized by the ISPs.



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2. Follow Professional Mailing Practices :
For those of you using Outlook or another email account, mistakes can happen. Perhaps the most common mistake is exposing your entire list in the To: line, which violates all of your list members’ confidentiality and exposes their email addresses. Email services provide an automatic unsubscribe that is oft an effective immediately, and require inclusion of a physical address in every email.

3. Provide List Hosting and Management :
An email marketing service hosts your email list and automatically performs critical list management functions. These functions can include signup for new subscribers, editing capabilities so that subscribers can edit their own profiles, and the ability to unsubscribe with one click.


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   4. Require No Technical Skill or Support Staff  :
Whether you are using your email account (and going it alone), or using a bulk email software package, you will find that an email marketing service can save you precious time and money, so that you can focus your dollars on your business, not on the logistics of email marketing.


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5. Handle Formatting   :
Handle Formatting Email services usually send emails in multi- part format. This means that your emails will be delivered to your subscribers in the correct format every time. In comparison, your email account can’t tell which email format each recipient is able to receive – HTML or text. If you send HTML from that account, some of your recipients will get gibberish that they can’t read