Often, fresh email marketers want to reduce costs, and thus opt for managing their email marketing campaigns by hand without the use of software. Now, although when you start your campaigns this is possible, what inevitably happens is that their list grows. First to 50, then 300, then 550 and before they have time to realize the mess they’ve gotten themselves in to, they’re unable to keep up with standard list management. In order to maintain your sanity, it is important to automate many of the repetitive email marketing tasks from the very beginning by using good email marketing software.

Email Marketing Software
Ultimately, what new email marketers should really do is read a few email marketing reviews and invest in email list software that helps automate the more repetitive tasks. Things like managing un-subscriptions, performance analysis, template design and email scheduling are just a few of the benefits of quality email marketing software. Generally, prices range from $10/month all the way to a couple thousand if your list is very big, but chances are that you will be in the $10/month range for quite a while as you begin to grow your list. There are tons of software programs available and a simple Google search will bring up a handful of good ones, but ultimately the point of email marketing software is to help you focus on two things, and they are performance testing and writing great content.

Testing Newsletter Delivery
One of the most important tasks of any email marketer is performance testing. This involves segmenting your list and then simply trying various calls to action, designs, button placement and so-on. Again, new email marketers should review an email marketing software comparison After making a few changes and sending a fresh newsletter, record the results and then alter it again. Over time you will notice that a certain combination of text, calls to action and layout consistently perform the best. This is one way professional email marketers get such great results, it’s because they test! Now, it’s not very easy to test your emails on your own, especially as your email list grows, but great email marketing software will help automate this aspect by literally tracking exactly which subscribers open and respond to your emails. In my opinion, this is one of the greatest benefits of email marketing software.

Newsletter Contents
The other important benefit of email marketing software is that it lets you focus on the meat of your newsletter, the body of your newsletter. Now, there are many different theories on what makes great content for an email marketing newsletter, but generally, it’s important to consider your audience first. I notice that many new email marketers focus their newsletters too much on their own business, which of course is important to you but boring for most everyone else. Because of this, it’s important to consider your audience and make your material unique and interesting. Simply including a poll, a few links to beneficial “how-to” articles or even interviewing someone in the field and providing a download to the audio file in the email will do wonders for your conversion rates and subscriber retention. Remember, nobody cares enough about your business to spend their free time reading about it in every single newsletter.

Ultimately, you want time to focus on increasing the size of your business, not managing every nuance of your email campaigns. Fortunately, there is great email marketing software available that can help you save time from the very beginning.

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Abstract: A detailed look at this area of search engine optimization focussing on relevant links targeted towards small businesses, organizations and sole traders.

Intended Audience: Small Business Owners/webmasters and anyone new to the world of web design and search engine optimization (SEO) particularly those working with small businesses, organizations and sole traders.

Note: Part IV of this series of articles was published on July 22nd, 2009 and can be viewed at http://www.istech.ie/blog/?p=127

The fourth article in this series focused on trusted links and we will continue the link theme in this article and take a look at relevant links and their significance in improving your website’s position on search engine results pages.

Let’s take a look at the concept of a relevant link. Consider the following examples:

1. A website about motor bikes linking to a website about fishing.
2. A dental care website linking to a dental association website

Obviously example 1 is not a relevant link while example 2 is a relevant link. A search engine will attach more value to link illustrated in example 2. A large number of non-relevant links can also be detrimental to your website’s rankings on search engines and should be avoided.

The golden rule of relevant links is that links are from websites with content that is relevant to the content of your website. It is preferable to have relevant backlinks from a number of different websites but if you are able to acquire a number of backlinks from a particular website then it is important to have them point to different pages on your website i.e. not all backlinks should go to your home page.

It may be possible to have an SEO company unearth a list of relevant backlinks but remember that you are the best judge of which websites are relevant to your website so it’s worth doing some research to establish your own personal criteria for a relevant backlinks. Sources of relevant backlinks include:

• Your Suppliers
• Industry Specific Websites and Blogs
• Industry Specific Forums

If you do decide to outsource the placing of relevant links to an external company it is important to retain control over the link approval process i.e. approve links before they are established not after as it can often take time to remove a link especially after it’s been indexed by the search engines.

Your competitors are often a good source of information about where you should look for relevant websites to get a link. You can use Yahoo Search’s linkdomain function to display a list of all websites that link to a competitor website.
The next article in this series will expand on the topic of free and paid web directories, social media, local directory services etc.

Eoin Redmond – 23rd July 2009
Istech Technology Services Ltd
Leading Website Developer and SEO Specialists
Kilkenny, Ireland.
00 353 86 154 1049
Website Design Kilkenny by Istech

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