The Internet and technology connect us in ways we never thought possible and never has this been more obvious than with the events of recent years. The electronic media is being used as a way of getting the message out to a broad range of audiences in a timely manner and in a very cost effective way. However, is email marketing still a viable way of communicating or have we overused this strategy to the point where it no longer has the impact it once did? Email marketing continues to prove itself to be incredibly successful and a powerful medium when used properly and is currently the tool of choice for over 80% of online advertisers who are interested in maintaining or growing their business relationships.

No discussion about email marketing would be complete without addressing the social media-email debate that seems to be gaining more traction in recent years with the explosion of sites like Facebook and Twitter. While much has been written about this, there is a general consensus, among online marketers, that there is a place for both social media and email to co-exist, especially when it comes to utilizing email as a marketing tool. Social media platforms are designed around the notion of adding a more “social” element to communication, whereas email marketing, targets its main audiences – businesses and its clients – for a more professional relationship, not a social or personal one and this is one of the primary reasons why email marketing has a well earned reputation in the business world as being highly effective. While advertisers want to be connected to their clients, their relationship nonetheless remains professional and by definition these needs are unique and should be viewed in a totally different manner. This is not to say that businesses should not partake in social marketing (they should!) but merely that each approach requires a different strategy and specific objectives.

However, not all email marketing is created equally and this is where the business world really needs to take notice! One of the biggest detriments to legitimate email marketing has been the issue of spam and there is a world of difference between spam and a professionally mounted and run email marketing campaigns. Legitimate email marketing software companies have the tools and relationships in place to help people follow best practices and generate big results.

A complete and professional email marketing software program should offer you the opportunity of creating not only outstanding and professional emails, but it should also offer a comprehensive tracking system which will assist you in prospecting future audiences. Don’t forget that your mailing list is the “guts” of your business and your software program should offer you the capability of continuously updating and maintaining this list -so that it is always available and ready at your fingertips.

As you can see, selecting the best email marketing software for your specific business is crucial and this is where you come in. The onus is on you to do your due diligence prior to committing to any email marketing solution. Fortunately, here again, the Internet and technology has made this research process a lot easier so that finding the right email marketing software program for you is as simple as possible.

A well put together email campaign can go a long way in spreading the news about your services or products. Go ahead and dive into the world of email marketing. When you see how effective your campaigns can be, you’ll be very happy that you took the plunge.

Rudy Barell is an Account Executive with Elite Email, the #1 email marketing software used by small and large organizations around the world. Experience how easy it is to manage your mailing list, create eye-catching emails and track your success using detailed reports with all the email marketing features you can access. Try it free!

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