Email MarketingI think the very first thing you should do when choosing email marketing software is to consider your ‘why’. Why do you want to mass email? Unless you completely understand why you are doing email marketing how can you expect to choose the right tool for you?

Next you need to understand how many email addresses you will be sending out to – be realistic here. If you are a small business owner with a capacity of 60 active customers your email list is unlikely to expand into the thousands. If you are a high school with 1,100 pupils then your email list will probably exceed 1,300 email addresses.

OK so you know how many people you are likely to email. Now you need to know just how many times per month you intend to send emails to those people. Multiply those two figures together. In our first example above if you email 60 people once per week you will average 240 emails per month. If you send out on the same basis to a list of 1,300 email address you will exceed 5,200 emails sent per month. Bit of a difference.

Most email marketing software tools charge per number of email addresses or at least by number of emails sent. MailChimp, the free version, allows you to send 12,000 emails a month to up to 2,000 individual email addresses (subscribers). So either of our examples above could make use of a free MailChimp account.

Of course there are other things you should think about. For most small business owners ease of use is paramount. The ability to create beautiful email templates with little effort is definitely desirable, even to experts. Look for a software tool that you would be comfortable using!

Once you have sent out your beautiful emails you really should be paying attention to your stats. Was it opened? How many people read it? Did anybody click through the links? So a tool that comes with at least basic analytics is essential.

My suggestion would be to do some free trials. Start with a free email marketing tool like MailChimp plus look at at some of the current paid packages where you can do a free 30 day free trial. Which do you find easy to use? Does it fulfil your needs? Can you afford it? Does it come with support? Remember not to choose something because it can do lots of stuff or because your mate uses it. Personal recommendations have a lot of value but bear in mind the differences between your business needs.

If you really don’t have time to test out a few then use MailChimp, you can change over in the future when you have more time to test other packages. The important thing is to choose one and get started. Stop procrastinating and just do it.

If you need help with email marketing then give me a call on 0151 609 1397 or text me on 0798 629 0974.