| campaign software is a specialized tool that has been | | | | These are things that you should consciously avoid, |
| created to cater to the needs of an email marketing | | | | primarily, because they are illegal. Ensure that you |
| campaign. This is synonymous with a bulk email | | | | always get an opt-in through a registration form or |
| marketing campaign but is rather different from the | | | | some other legal method where the prospective mailer |
| same because bulk email marketing also comprises | | | | knows exactly what is transpiring. |
| the mailing methodology called spamming. Spamming is | | | | Bad databases: This is not just a mistake but |
| way of eliciting a sale on the internet by mailing an | | | | sometimes an inevitable part of campaign marketing |
| entire list of people whose addresses have not been | | | | using email campaign software. There are always |
| acquired with their permission and who have not | | | | some people on every mailing list who are not really |
| asked to be mailed. This is a crucial difference | | | | buyers and technically wasters of time. While you |
| because email campaign marketing requires as a | | | | must mail everyone that signs up. Ensure that you are |
| staple that there are user opt-ins before a mailing | | | | spending your resources to target the people who are |
| campaign is initiated. Apart from the logical reasons for | | | | actual buyers. |
| a user opt-in, it is also a legal requirement in most | | | | Not customizing emails: There is no point to just loading |
| countries for internet marketers from that geography | | | | a template and making one type of mailer to the |
| to adhere to anti-spam regulation. | | | | whole of your database. In fact, doing something like |
| The email marketing software is quite simple from an | | | | this is just plain ridiculous. What you need to do is to |
| architectural standpoint. There is a database which | | | | customize mails for the select audiences that you are |
| contains the profiled list of customers to mail to and | | | | going to send emails to via the email campaign |
| there is a mailing application which will send emails | | | | software. |
| based on the instructions or actions taken. This may | | | | Not following reports: Most email marketing software |
| seem like a very simple operation, which requires very | | | | come with a tracking and reporting functionality. If you |
| little user intervention and for a large part this is true. | | | | are not a numbers person and choose to ignore some |
| However, you could also end up making some | | | | of the subtle points about how many mails reach |
| expensive gaffes, as detailed below. | | | | clients, how many open them, and how many act on |
| Not getting opt-ins: Though it was mentioned that | | | | them, you will not end up justifying the cost of |
| opt-ins are fundamental to being a serious internet | | | | campaign software. Therefore, start getting a more |
| marketer, the temptation to use methods like buying | | | | numbers bent of mind and learn how to modify your |
| CDs that contain user addresses and using spider | | | | campaign according to the needs to the customers. |
| software for harvesting is an ever present danger. | | | | |