I've dedicated a significant portion of this book to convince you that e-mail marketing is a vital part of any business or organization's marketing efforts because of how inexpensive and highly effective it is. However, the biggest mistake you can make in pursuing e-mail marketing as a strategy is to make it a manual process. The basic skills and tools for automating your e-mail efforts are vital if you are to get the full benefit from your efforts.
Here are the basics tools you'll need to understand in order to automate your e-mail marketing system:
There are two types of e-mail management systems you can deploy in your business. There are hosted solutions, and then there are solutions that allow you to store all of your data on your own computers and send e-mail from your own servers. I'm a big fan of paying a reputable e-mail service to host all of my addresses and manage my accounts for me. There are several benefits in going this route including:
While some marketers enjoy being able to manage their e-mail addresses themselves ...