Recurring Revenue Authors: Yeshim Deniz, Elizabeth White, Xenia von Wedel, Liz McMillan, Carmen Gonzalez

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Optimize Your Inbound Marketing Through Dedicated Email Servers

How to Amplify Your Email Marketing With Improved Marketing Technology

Email marketing is not dead. But in an age of spam filters, inbox sorting, and customers who only check emails on their phone, you have to be smart to stay ahead. Sites such as Groupon boast almost 20 percent click-to-open rates when it comes to mobile-focused email marketing, and this is primarily because of the value they’re perceived to offer and their reputation as a reliable and trustworthy business.

One way to step up your marketing plan is to use dedicated servers for email. Read on for three advantages of dedicated email servers and tips on how to implement these strategies for your business.

1. Avoid Email Marketing Delays
Your research and results may show that customers are most likely to read your emails on Monday morning, for example, or during their lunch break. By handling your own bulk sending of marketing messages, you can ensure your emails appear in inboxes at the optimum time. Further, time-sensitive messages about short-term sales or upcoming conferences won't get stuck in an off-campus queue you can't control. By not sharing a protocol with other businesses, you make your marketing campaign the top priority.

2. Maintain Integrity of Your Brand & Relationships
If customers feel they’re receiving too many emails or that their information has been shared, you face two negative consequences: a growing list of unsubscribes and a sinking reputation. Handling all email lists in-house means that your potential customers will only hear from you, not buyers of a service's list. To take full advantage of this level of control, however, it’s critical to make your own practices above rebuke. Begin by sending weekly email messages, and consider offering a time-adjustment option on your opt-out page, which should be clearly marked and easy to find. By giving customers control over your communication with them, you increase the chances that they’ll continue the conversation.

3. Clean Up Your Customer Database Lists
Personal email servers are able to provide metrics on when emails were opened in some cases, but they can always let you know when an email fails to deliver. Instead of wasting time sending messages to a dead account, with a dedicated server strategy you can build a dedicated list of actual customers or potential customers. Through advanced reporting tools, it’s even possible to determine which customers always read your emails and sort your list by geography, activity, and the most valued readers in order to further personalize your messages and boost your chances for success.

Web-based marketing is overtaking older strategies such as direct mail and cold calling because of the increased convenience to the customer and, in many cases, lower costs to the provider. An email can be composed and designed in-house, and then sent to thousands of recipients with the click of a button. A dedicated email server is an investment that allows you to make the most of these advantages while simultaneously giving you complete control over your marketing dollars. Once you’ve established an online marketing presence, the security, reliability, and improved metrics of a dedicated server allow you to keep your message professional and make sure it’s well received. It’s clear that email marketing is far from dead; its relevancy depends on how well your organization is able to use its benefits to your advantage to create an effective connection with your target audience.

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