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Which bulk email option is right for you, on-premise or outsource?

Jill Resnick, solution consultant at Message Systems | Aug. 23, 2013
Pros and cons of managing email using on-premise resources or outsourcing the duty to an email service provider (ESP).

With an on-premise solution, messages are originating from the IP addresses of the sending domain and are not shared with other companies for their marketing purposes.  Home IP message origination alone can be one of the most powerful delivery agents to consider in comparing on-premise and outsourced.

How can an organization decide?

While there is no easy way to decipher which is best for a company, here is a good rule of thumb: Look at the marketing budget. If it is creeping up because of volume, consider an on-premise solution.

To figure out if volume is getting too high and if you're ready to move to on-premise, analyze your digital communications strategy by asking the following questions:" How many messages are you sending per day and how often?" How much integration with either in-house or third party applications does there need to be? (This will come down to resources.)  " Do you have the necessary resources to dedicate to an on-premise infrastructure or does an increased cost for outsourcing, dependent on volume, make more sense?  There are costs and benefits associated with both options.

Regardless of which solution you choose, the goal is the same: deliver a message that will resonate with customers. To do this, you must stay in tune with how customers are reacting to the market.  Marketing messages should take into account what a customer wants to see.  If you send messages that are rarely read, you should send out a message to ensure the recipient is still interested and offer an easy opt-out option.  

Engagement with customers is going to be a key to inbox deliverability to a greater extent going forward.  ISPs today place much greater emphasis on group action. The way this works in is, with a large bulk mailing, they'll allow 5% or so of that mail to flow through to recipients. If 99% open the email without marking the message as spam, then the ISP will let the rest of the bulk mailing through because the test group found the content relevant by a large percentage.

If, on the other hand, half of the messages in the test group get marked as spam, the ISPs will give that mailing greater scrutiny or maybe block it. As such, a company's audience largely determines whether its mailings succeed or fail. If recipients judge mailing to be irrelevant, an organization's reputation as a sender will suffer.

Email marketing best practices are more important than ever. A company should always keep subject lines short and to the point, and ensure that the content of the message is clean without multiple links to different servers to retrieve images.


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