What’s the Difference between DIY and Professionally Crafted Email Marketing?

posted this in
Content Marketing
on December 20th, 2012

If you’re like me, you’ve been sending and receiving emails ever since AOL discs were a thing and the words “you’ve got mail” coming from your computer speakers made your heart leap with excitement. Emailing has become a huge part of life for many of us.

The growth of email over the past two decades has also made marketing through email a common practice for many businesses.

Nowadays, the question is not a matter of if you should use email to market your business and services, but whether or not you should do it yourself or have someone do it for you.

Take a look at four questions commonly asked before starting email marketing and what the professional difference to doing it on your own can mean for your business.

Will it achieve my goals?

Doing it on your own: The goal of starting email marketing should be the first thing you define. Here are a few common questions we often ask our clients to get a better sense of what their goals are for starting email marketing.

  • Do you want your emails to promote/support marketing campaigns?
  • Does your business have important news and events you want to send to your customers regularly?

There are many nuts and bolts involved in sending email campaigns, but the only way you will turn potential customers into buyers is to have an organized and educated approach.

The professional difference: Strategy.

Behind all great marketing is a great strategy. Having a professional guide you through how to optimize your reach through A/B testing, finding the best days and times to send, and determining the frequency of your campaigns can make or break your strategy.

Will it look the way I want it to look?

Doing it on your own: There are many great tools you can use to put together an email campaign for your business (we personally like Mailchimp!). But depending on how customized you want it to be, do-it-yourself tools can only go so far without the help of a designer and developer.

The professional difference: Your vision becomes reality.

Using tools on your own can be stressful and you may have to compromise where you don’t want to, but a professional designer can help translate exactly what envision into a beautifully designed template.

How will you track my success?

Doing it on your own: There are several analytics tools available to help track who is opening your emails, clicking through to claim your offers, and even those who are unsubscribing from your email list. But what do those numbers mean?

The professional difference: Understand what the numbers mean.

If you send an email and suddenly you have a multitude of people unsubscribing from your email list, it can be hard to understand why. The causes can be endless. For example, maybe the drop in subscribers was a result of invaluable offers or emailing too frequently.

An email-marketing specialist can help you understand what the causes of the successes and failures are and map out a plan to keep your business growing.

Is free really free?

Doing it on your own: Let’s be real. Nothing is ever free. Even when it says free, it’s not free. The same idea can apply to email marketing. You may think you are saving money by DIY-ing your email campaign. But what about your time? More importantly are you accounting for the opportunity cost (time spent on email marketing that could have been better spent elsewhere)?

The professional difference: Cut down on valuable time.

Creating a great email template takes time, but having a professional design a custom template to fit your needs and put together the final product can eliminate much of your time and probably prevent a few headaches along the way.

Need advice on the best way to use email marketing for your business? Give us a shout!