Email marketing is an important part of doing business, online or off. However, doing email marketing properly takes a lot more work than simply firing off an email from your Gmail inbox.
Even though setting up email campaigns requires some know-how, it’s not near as difficult as, say, learning to program or building your own website. However, there are all kinds of little settings you need to get right. And email marketing done wrong tends to hurt your relationships with your customers and clients.
Below we offer a few reasons why it’s not always the best idea to set up your own email campaigns, and why you should consider outsourcing the task.
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1. Your Time Is Better Spent Elsewhere
Just because you can do something, doesn’t mean you should.
After all, you’re a business owner, so you already know the benefits of delegation. Chances are, you have enough work on your plate. Don’t add to the pile by taking on a task better suited for someone else.
Learning how to set up email campaigns takes a lot of time. Time you probably don’t have.
Unless your team has a full-time marketing person on staff who can walk you through the steps, it’s usually not worth trying to master this task on your own. Add in the time, dollars, and mistakes you’ll make along the way, and it’s a no-brainer to hire it out.
2. Segmentation and Other Features Take Time to Master
Most email marketing software is quite complex. There are a ton of features that enable you to get the most out of your service, but they do take time to learn.
If you don’t know the ins and outs of your service provider, you might only be using the service to collect and send out email blasts. But there are a lot more features available.
For instance, with a proper setup you can segment your list to only send emails to specific types of customers. You can also track and analyze your best subscribers, and send them a free gift.
Why not save time and work with a team that has already mastered the software?
3. It’s Rather Tech Heavy
Over time, if you have an effective mail marketing strategy, your list will grow. But not all these subscribers will be worth keeping around. Think of your email list as an address book — in order for it to be useful, it needs to be maintained.
But how do you know who to keep? Do you know how to organize, tag, and rate subscribers? Do you know how to unsubscribe people who are no longer interested?
Most email marketing providers charge by the size of your list. Without having proper email management procedures, you run the risk of paying extra with no additional benefit to your bottom line!
Outsourcing your list management means your list will be full of subscribers who want to hear from you, rather than being jammed with uninterested subscribers that cost your business money.
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4. It’ll Take Time Away From Writing
Let’s face it.
What’s the most important part of email marketing? The actual email.
Sure, the formatting is important. You need all the links to work. It needs to look good, no matter what device it’s viewed upon.
But if your email copy is weak, then none of this additional work will even make a difference. Think of all the formatting as the body of the car, the seats, and the electrical components. It might look good, but your email copy is the engine that powers the whole thing.
You should spend most of your time writing your emails.
Outsource all the technical tasks, so you can ensure your emails are something your subscribers actually want to read. Don’t have an email marketing Jedi on your roster? Automation Agency can help.