The definition of email marketing is using the email to do direct marketing as a means of commercial communication with other businesses or individuals.

Email marketing can be used by businesses to improve a relationship with an existing customer. These campaigns usually consistent of regular newsletters or updates generally just keeping existing customers informed about what is going on or events or opportunities that may be coming up. The email could include a coupon or other incentive specifically directed at returning customers or maybe a satisfaction or new product survey or questionnaire to keep the existing customer engaged and aware you care about his opinions of your business.
Can be used to introduce your business, products or services to potential customers for the purpose of generating new customers and new sales. These campaigns are generally more product or services oriented and often contain a website link where new customers could find out more about your business, products, and services or order the product or service.
Email marketing can be used to advise existing and potential customers of new products, sales, and promotions in the hope of generating more sales. These campaigns are generally driven by the introduction of a new product or service or an improvement on an existing product or service or frequently are promoting a sale or other specific opportunity.
A successful campaign is all about the subscriber list. You can develop a great campaign but you have to have a good list of email addresses of interested subscribers to send the campaign materials to. This is relatively easy if you are interested in a campaign directed at existing customers and a bit more challenging if you are prospecting for new customers.Once you have your list you need to select an software package or host solution. If you are targeting a small list of subscribers and sending something out once or twice a year then you may be happy with a hosted email marketing service. If you have an ongoing campaign to a large list or multiple lists of subscribers then you probably need an software package that you can self-host.Email marketing software will allow you to get your campaign up and running fast and will make ongoing list maintenance and sending new campaign messages automatic eliminating many of the tedious tasks of past email marketing campaigns.There are actually free basic marketing software packages available. Just type “free email marketing software” in your favorite search engine and check out the options. Many of the free versions are pretty basic but if you are just getting started they may have what you need.You can purchase more sophisticated software packages to meet larger more complex business marketing campaign goals. When selecting an software packages consider not just the applications you will need today but make sure the software has applications you will need as your campaigns grow and your lists expand. You don’t want to get started with one software product now only to have to switch because you need different applications. That would be an expensive and time consuming mistake.

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Selecting the right email marketing solution depends on your marketing goals and objectives. If you are going to target a small list of subscribers and send something out once or twice a year then you may want to consider a hosted service. If you are planning on an ongoing campaign to a large list or multiple lists of subscribers then you may want to look at an software package that you can self-host.Let’s compare the advantages and disadvantages of an service versus an email marketing software package.
If you use a host service you will pay a fee every month whether you send an email or not and the fee will increase as your list of subscribers grows or if you establish a second or third list. If you purchase email marketing software you will pay a software vendor once and there will be no additional monthly costs or additional costs if you email list grows or you establish additional lists.
If you use a hosted service it is difficult to export your contact lists and statistics to a new server whereas if you are using your own email marketing software you can easily move all of your information to a new server.
If you are using a hosting service you cannot modify the source code to add your own custom features. If you are using email marketing software you can modify the code to build custom features or incorporate your own add-ons.
The advantage to using a hosted package is you don’t have to install any software or worry about backing up your data or installing up grades or performing maintenance the host service does that for you in exchange for the monthly fee. The monthly fee often runs around $20 a month for small email marketers (500 or less subscribers and one list). However if you have a larger list of subscribers the fees ramp up quickly and if you have two or three lists your monthly fee may double or triple.If you purchase an software package there will be a larger up front expense. Depending on the package you may pay nothing to $500 to purchase the software. This is a one-time cost and most of the commercial packages will typically support up to five separate lists. And there are no additional costs for larger lists.So before you sign up for an hosted service evaluate the costs and benefits of purchasing an email marketing software package to run on your own server. If your campaign is small and you intend to keep it small in the future a host service may be right for you. If you plan to use email marketing for multiple lists and grow those lists over time and if you want to have the flexibility to customize your email marketing approach then a dedicated self-hosted email marketing software package may be a better choice.