We talk to people every day who are getting started with an email newsletter program. They’ve concluded that an email newsletter will be an integral part of their marketing mix. That was the easy part —now how will they go about implementing it?
Many of them are grappling with one particular question: “Should I outsource our newsletter entirely or do it myself with one of the software options available?”
Do-it-yourself email newsletter companies will try to lure you with their promises of ease of use and low cost. Both of these features are undoubtedly very important.
But when you’re getting started on your email newsletter program, base your decision to use either a full-service solution or DIY software on three criteria:
- Will your newsletter get done, and get done consistently?
- Will you have the time to dedicate to the process?
- Will you get the maximum results from your investment?
To get the results you want, you have to answer these questions realistically — and be brutally honest. Do you really have a minimum of 20 hours to dedicate to each newsletter send? And are you truly prepared for lackluster results due to email deliverability challenges?
All too often the DIY email software goes the route of the gym membership. You know the drill — enthusiastic, motivated individuals sign up at fitness clubs in January. Their dedication starts out strong, and then after a few weeks, their commitment begins to falter: tasks creep up, projects require attention, and suddenly there’s no time to fit in a workout.
An email newsletter plays too important of a role in your email marketing strategy to go the way of the gym membership — yet the fate of the DIY newsletter is often similar. Other important business tasks emerge and, before you know it, the shiny new newsletter software you invested in hasn’t been touched for months.
On the other hand, companies that opt for a full-service newsletter program have tangible results to show for their efforts. The newsletter has been sent, it didn’t require a lot of time, and the results are matching or exceeding expectations. Email software solutions may promise lower cost, but they still require a substantial investment of time and a steep learning curve. Is that a long-term commitment you can afford?
Are you feeling the pressure to launch your company’s email marketing program? Contact us at marc@provensystems.com for a free consultation. We’ll show you how to get the best possible results from your email marketing!
That’s a great analogy- comparing it to a gym membership. It’s only valuable if you use it! You also need to keep in mind the amount of time it takes to create content that is worth sharing in a newsletter. That’s usually the tough part, which is why outsourcing is often a good option.
All content is not created equal! Thanks for the comment.