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The best performing e-mail addresses come directly from the recipient, with actual requests to receive communications. Don't be misled by companies that promise an easy solution for acquiring data. E-mail append, e-mail change of address (ECOA) and rented lists are often presented as viable solutions, but will not produce optimal results. This data will often have high bounce rates, lower open and click-through rates and a higher incidence of spam reports. Pure, managed house data is more effective because recipients have an active interest in the offer. Accurate data is crucial for targeting, marketing research and campaign evaluation.

With the thousands of different e-mail tools on the market, it can be difficult to differentiate between important features and services. Sure, we all love a bargain, but what's the difference between the low priced programs and the others who charge a premium to deliver messages and manage campaigns? Beyond delivery, factors including reputation, customer service and technology must be taken into consideration.

A reputable e-mail marketing provider is well established, with a proven track record and a list of respectable clients. They should have experience dealing with similar customers, with comparable operating systems and volume levels. Two different marketers may share common goals (i.e. increase revenue and drive website traffic), but these companies cannot be treated the same. Each company has a unique operating environment, volume needs and program goals, requiring a provider with proven experience. Inexperience often leads to problems as volume limits are tested or new hardware is added.

Security and trust are other aspects to consider when evaluating the reputation of an e-mail marketing provider. When choosing an ASP vendor, data security is one of the most important considerations. Companies in certain industries, such as financial services or healthcare, should consider bringing e-mail marketing in-house, to ensure that data never leaves internal systems.

In a hosted e-mail system, the provider manages the ISP relationships that govern e-mail delivery. Trust is especially important when selecting an ASP. Reputable vendors will not send e-mail on behalf of spammers or pornographers. If this occurs, it is possible for legitimate mail to be filtered or blacklisted by association.

Well-established companies have the experience and the connections to help you succeed. Look for a provider that offers complementary services, either in-house or through partners. There may come a time when you need some creative help, strategy assistance, advanced training, or best practices consulting. Similarly, deliverability services, such as filter checkers and whitelisting help are playing an increasingly important role in e-mail marketing success.

Customer service is a crucial differentiator between e-mail marketing providers. If you have a problem with bounces, deliverability, spam complaints or technical problems, talking to a live person can make a world of difference to your success and your sanity. An account manager that is familiar with your needs and situation can provide the guidance to make your campaigns perform at their optimal level. When choosing a bargain-basement provider, keep in mind that sacrifices in support will probably be made. Do your homework to make sure that the customer support contract lives up to your needs and expectations.

Advanced features and product offerings differentiate the various e-mail marketing providers. Dynamic content, bounce management, campaign management, tracking, testing and reporting all influence the success of e-mail marketing campaigns.

When integrated with a database or marketing analytics package, e-mail can become a major component in your marketing mix, linking data with personalized communications. These messages are the most effective because they provide a complete view of the customer and your relationship. Look for an e-mail solution with open API's, so custom code can be written to optimize the product for your environment. Bargain providers do not offer the sophistication necessary to truly monitor results and integrate with existing data.

There are many considerations when purchasing e-mail technology, including features, price and support. Don't be fooled by discount vendors, promising to deliver all your mail for one low price. Your e-mail marketing provider should be more than just a vendor; they should be your partner and your teacher. Despite some misguided perceptions, e-mail marketing is not a commodity.

Don't choose the wrong tool for the wrong reasons. Let us show you how Accucast can increase your open rates, ROI and customer satisfaction.