Opt-in email can be a great way to create buzz about your company. People have to sign up to receive mailings, so you know they are interested in what you do. They can also pass on messages to their friends and family.



Other advantages to email marketing include:

* Quick and low cost to create and deliver compared to offline direct mail.

* Ability to focus on niche areas of interest.

* Customer feedback can arrive quickly.

* Communication can be personalised.

* Impact is immediately measurable.

If you decide to outsource email marketing, you should ensure you choose a company that provides all these services:

* Email consultancy

Consultancy services help to maximise the benefits of your email campaign. This includes:

o Gaining contacts.

o Ensuring your contacts stay registered.

o Dividing your contacts into sub-groups, to ensure their interests are met.

o Designing HTML elements.

o Measuring the impact of your email campaign.

* Email sourcing

Companies can act as ‘email brokers' by sourcing rented lists of contacts that match the market you are targeting. If you use this service, the content of your email will be reviewed, mail-outs will be taken care of and you will receive reports on the results.

* Email copywriting

By using copywriters with extensive marketing and editorial experience you can ensure your mailings have the most effect. This can be attracting customers or persuading people to pass on messages.

* Email creatives

While plain text emails can be just as effective in getting your message across, you can make your mailings more attractive by:

o Creating HTML content.

o Designing custom-made landing pages.

o Creating pages focused on the content of your campaign.

* Sending your email and reporting

Once your emails have been sent out, you can receive reports on how successful your mailings have been. This will show:

o How many people open the emails.

o The click through from your emails.

o Rates of subscriptions and unsubscriptions.

* A successful email campaign

As offline direct mail costs an average 20 times more per lead than email marketing, a well-run campaign can save you money, make it easier to communicate with your customers and is a great way to get people talking about your brand.