Once you have a mailing list, it’s time to use it. Your next choice is whether to do it from your own computer using a program like Outlook or to use one of the more than a dozen email services.

Sending email from your own computer will cost less out-of-pocket, but over the course of several mailings will take more of your time.

Another advantage of an email service is you they all have statistical reports so you can track the performance of your mailing, including whether your email is opened, gets bounced, and if links in your email are being clicked. Email services provide a library of templates and if find an appropriate design, you only need to cut and paste.  

However, if you decide to mail to your list from your own computer, it’s a good idea to break your list into groups of 20-25 for sending. This way, if there’s an incorrectly formatted email address in the batch, you can more readily identify it from a smaller list than a large one.

We are more likely to take notice when a mailing or newsletter is personalized with our name. That’s another plus of a mail service. Most email services make this possible.  To do this in your computer would mean editing and sending each piece of mail individually. Email services also provide different supplementary services. For instance, iContact provides a daily “how to” article and ConstantContact offers workshops in communities and free webinars. Another reason for using a service is they automate the process of enabling people to “opt-out” of receiving emails from you, as required by law. All offer free trials in which you can send out a limited number of mailers for free.

Janine Warner, author of Dreamweaver CS4 For Dummies and Web Sites Do-It-Yourself For Dummies, tested five email mailing services (AWeber, Benchmarkemail,  ConstantContact,  iContact, Streamsend based on how they price, ease of importing or entering your mailing list. You can see the results of her survey.

The pricing is more attractive at Benchmarkemail and Streamsend for people with smaller lists.  However, price isn’t everything if you can get better results with less effort from what may not appear to be the lowest price service. One service we tried simply sends a one-line notice that a newsletter is awaiting. Not included was a reason for people to open the message.

If you’re new to using email blasts for marketing, trying one is the only way to determine if it will work for you. If you’ve had experience doing mailings but weren’t excited with the results, ask yourself if using another mailing service might produce a better return.

Coming next week: The Subject Line for Your Email

9 Lives 4 Your Book – where our team can help you turn books and ideas into new income streams. For further information, contact paul@elmstreetlibrary.com.

A dynamite email list may take time, perhaps even years, but you will find it can be an invaluable way of selling your books in the process. Here’s how:

• You may already have the email addresses of people who have previously bought your books or from subscribers to your blog, if you have one.  Start there.
• If you do not have a sign-up form on your website where people can subscribe, you will need one so you can continue communicating with your readers and potential readers. 
• You can also build your list by taking a table or booth at fairs and holding a drawing for your book or something related to your book that involves leaving an email address to enter. By making the prize be your book or related to your book, you are more likely to collect names of people interested in your topic area.
• Networking and community events may also work if your book has a local flavor. You may be able to provide prizes in exchange for receiving a copy of the email list of people who have opted in to find out more.  Or you can contribute a free article to an online or print publication and offer to send some specialized information or a small item to people who email you.  
• You will want to identify your website on everything you write or produce, as this is likely be your best way of gathering names.  And keep your list updated, which is easier to do using a email list service. Renting lists usually produces low results, but if you do rent a list, make sure it is pertinent to your topic.

9 Lives 4 Your Book – where our team can help you turn books and ideas into new income streams. For further information, contact paul@elmstreetlibrary.com.