Why You Should Use a Email Newsletter Service Instead of Outlook For Your Email Newsletter

By admin, November 11th, 2009

We recommend all our clients have a regular newsletter. There are many benefits to doing this (read more about that here). Often the first question that comes up is why pay extra for a service when I can do this for free with Outlook?

First an overview. There are email newsletters services and there are desktop email clients. About the only thing in common is they both send email. Most newsletter services exist solely online. You log in via a web browser where you can manage subscribers, create newsletters, and view detailed statistics. These are sophisticated tools that often represent hundreds of hours of engineering.

Some of the more popular services are Campaign Monitor, MailChimp, AWeber, and Constant Contact.

Here are a few of the benefits of using an email newsletter service over your desktop email client when sending bulk mail:

  • Personalization – Most newsletter tools allow you to easily and automatically merge user data with your newsletter. Address your subscriber by first name or reference their recent purchases. That extra level of personalization creates a greater impact and improves click-through and conversion rates.
  • Customization – Newsletter tools have rich template features. You can turn nearly any design into a nice-looking email newsletter. Having a rich design reinforces your branding and allows you to draw attention to important information or calls to action.
  • Stats – One of the biggest advantages to using an email service is the availability of detailed statistics. See who opens your newsletter, when they open it, and how many times they open it. Some services are adding split testing which allows you to test the effectiveness of your subject line, content, or design.
  • Manage subscribers automatically – Take the administrative work out of your list. Handle unsubscribes, bounces, etc automatically. Add a subscribe form to your website to allow visitors to add themselves to your list. Using a newsletter tools can literally save you dozens of hours.
  • Scheduling – Unlike a desktop email client, you can schedule your newsletter for the most effective times and don’t have to worry about whether your computer is on or ready.
  • Servers & Technical Stuff - Because all of these services live on the web, all the server stuff is handled for you. You don’t need to buy/rent service space or worry about SPF records, white-listing, etc. It’s all handled for you.
  • Speed – These systems are capable of sending thousands of emails per minute. That means you are done quickly and can start seeing statistics immediately. Sending a large list with Outlook can bog down your system for hours. When the inevitable hiccup happens, it’s much more work to recover from.

Category Icon Posted in Effectiveness

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