Why You Need Mailing List Software

Last week, we talked about email marketing jargon.  I wanted to delve into one more further topic, which is a question I get asked a lot:

Does my small business really need one of these “expensive” email marketing programs, like Aweber?

The answer, my dear small business friends, is YES.  Here’s why.

Why You Can’t Have an Email List without Software

We recommend Aweber as mailing software because of their high deliverability rates and that we used them, not because we’re an affiliate.  It doesn’t matter who you use – Mailchimp, Constant Contact, or otherwise.  But you need to use one of them.

1. Sending out major amounts of bulk email from your personal email account could get you blacklisted by your ISP.  In other words, your ISP can and has a precedent for shutting off suspect spam accounts.
2. Sending out bulk email from your ISP’s email could get you domain/IP address marked on spam lists.  Programs like Gmail subscribe to these lists and will put your email directly into the spam folder.
3. Your email program doesn’t have statistics (none that I know of).  In the jargon article, I lamented on how inaccurate the statistics are, but I’d rather have them than go without.
4. This is no longer about saving money – it’s the law.  The CAN-SPAM law means you need to treat email addresses like personal data, with consequences.  Email software programs can help you stay within the rules, and give you proof of opt-ins and what not should you run into trouble.
5. It’s just easier.  Once you get the hang of the software of your choice, man is it a lot easier to setup sign-up forms, send out welcome emails and newsletters.  It’s just worth the money.  I can’t imagine maintaining my list in a spreadsheet or address book or any of the (mediocre) widgets my personal mailing software provides.

Depending on your list size, email software is around $20/month, give or take.  You’ve got plenty of things to worry about, and running afoul with the law isn’t one of them!  If you have an email list, get some proper management software for it.

To Learn More

Do you have low open rates or just a crappy list? Need some help freshing up that email newsletter? No problem – why don’t you check out our email newsletter jumpstart and newsletter clinic? We can help, regardless if you have an existing list or if you need to get started in this new marketing medium.

Photo by Ramburg