Ezine Publishing Learn How To Pick The Right Email Publishing System Provider

Ezine Publishing – Learn How to Pick the Right Email Publishing System Provider

by

Boris Mahovac

One of the basic tools today’s on line entrepreneurs simply must have in their promotional strategy is email marketing. Following up with prospects and existing clients with email, either by using autoresponders, or by sending regularly published e-newsletters (ezines), or better yet, a combination of both, produces measurably better results than any other type of direct marketing. With the latest advances in technology, it has never been easier to prepare, publish and profit with ezines.

How fast you can expect to see results from email campaigns will depend largely on the type of business you’re running. For example, if you are a life coach, it may take you months to establish a connection with your contacts, until they get to know, like and trust you enough to hire you. However, if you sell real goods, such as vitamins and supplements, your email promotions may produce results immediately. Unfortunately, many budding entrepreneurs mistakenly think that sending email is free, and that they can simply use their own email program to send email promotions. Wrong! This type of email list management can quickly get you in trouble: with your local ISP, possibly with the law, and, most importantly, with your contacts! As an ezine marketing coach I see this on a regular basis. People collect hundreds of email addresses from various sources, such as Yellow Pages, chamber of commerce directories, association members lists, etc., and start sending them email promotions from their own PCs. Most beginner e-marketers don’t even know they can put all the addresses into the BCC (blind carbon copy) field, so that everyone’s contact information is hidden from public view. If you’re thinking of marketing your business or professional practice by email, the first step you need to take is choose the most appropriate Email Publishing System (EPS), or List Management System, as they are sometimes referred to. Please notice that I am not using the word the best, but rather the most appropriate, because the best will mean different things to different people. Just like it is with anything these days, choosing an EPS can be a bad case of “too-much-choice-itis”. Because they all offer a free trial period or a money-back guarantee, you may think you’re not going to lose money if you make a bad choice. However, if you’re working on launching your business on line, you’ll want to make your first choice the right choice. Your money may be refunded, but your wasted time can’t be replaced. Here’s an overview of four major players in this area: AWeber, Constant Contact, GetResponse and 1ShoppingCart. I have hands-on experience with all of them, so this, in a nutshell, is my personal list of their best features. AWeber * I like their robust list-management features; absolutely the highest CAN-SPAM compliance, and very high deliverability rates. * Of course, major feature is unlimited auto-responders, with unlimited follow ups and broadcasts, plus I like their low flat monthly fee for up to 10,000 contacts. * In December 2005 HTML templates were introduced, however, even after the Fall 2006 upgrades to the graphical HTML editor creating an HTML email is still not as user-friendly as Constant Contact’s mail wizard. However, for those who’d like to use their own HTML code, AWeber offers much greater flexibility and ease of use. Recommended for: those who either do not sell on line, or have an e-commerce or shopping cart system already in place. AWeber connects nicely with most e-commerce solutions currently available, such as PayPal, ClickBank and 1ShoppingCart, among others. Constant Contact * In early 2007 they have completely revamped the email creation wizard, that puts anyone with average computer skills in the captain’s seat of creating a great-looking HTML email, without knowing a bit of HTML. Using the wizard also automatically updates the text-only version of the email. * Some entrepreneurs will appreciate the ability to import their existing lists without being required to re-confirm every single subscriber (like AWeber does). Subscribers can be re-confirmed “softly,” over time. * Their tracking features are probably the most detailed and useful out there, although, in my humble opinion, they border on being a Big Brother tool. More on this in an upcoming feature article. Recommended for: e-marketers who have large lists of existing contacts, or for those who’d like to create their own snazzy HTML emails without hiring an HTML coder or designer. GetResponse * This is the lowest-priced full-featured auto-responder service that I recommend. The auto-responder feature has some very powerful options other email publishing services don’t have. * One of the unique features of this service is their GetSubscribers integrated co-registration option to grow your list with targeted subscribers (please note that they do not, however, accept leads from other co-registration services). Because the co-registration is handled by the same company as the auto-responder there’s no need to confirm the subscribers that join your list. If you’ve tried co-reg services before, and you use double opt-in, you quickly realize that buying 100 leads usually means ending up with only a fraction of that number actually joining your list. * Tracking features are also impressive, and can be tied-in to your sales process. Recommended for: anyone, especially for start ups who would like to build their list effortlessly. 1ShoppingCart (a.k.a. Kick Start Cart, Auto Web Business) * What I like best about this system is that it’s a completely modular on line business system, that provides list management, autoresponders and ezines, a shopping cart with credit card processing, on line delivery of your digital products (such as PDF e-books, courses or music in MP3 format, etc.) and an affiliate program. * They are also more friendly towards purchased leads, through various co-registration services, such as Glen Hopkins’s ListBuilder. * The system supports split-testing and ad tracking, and so many other great features. It’s really no wonder that most big-name internet marketers use it. Recommended for: new and established e-marketers who want a completely integrated turn-key system which includes a variety of tools and features all under one roof. Conclusion With monthly fees for these services ranging from $15 to $29, and a wide variety of features and capabilities, one of these service providers should fit both your budget and your requirements. Defining your requirements before you go shopping for an Email Service Provider will save you time and aggravation in the long run. Copyright 2007 by Boris Mahovac

Boris Mahovac, of YourEzineCoach.com publishes the ‘Contacts 2 Clients’ biweekly ezine. Sign up today and receive a free tele-seminar: “6 Steps to Setting Up Your Business On Line and Making Money with Ezines,” with Glen Hopkins. Your Ezine Coach also offers coaching and consulting to help entrepreneurs and small businesses market themselves on line and off line.

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Ezine Publishing – Learn How to Pick the Right Email Publishing System Provider