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You have several choices when considering how you distribute your campaign:
- In-house
- ASP Solution
- Outsource
Advantages:
In-house
- Total control & flexibility for when you send your broadcast
- No cost per email send
- Skills developed in-house
ASP
- Less investment
- Use the providers band width
- Control on broadcast
- Cost per email or for band width
Outsourced
- Expertise and experience
- Broadcaster invests in technology and development
- Access to specialise software (reporting)
- Access the latest technology (deliverability) where the cost will be shared across the business/client fee's
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Disadvantages:
In-house
- Investment in technology and continual development of staff
- Responsibility for campaigns and list hygiene
- If IP address is blacklisted, due to a sale promotion, potential problems with all out going mail (unless you have a second IP address)
ASP
- May share IP address with other clients
- Reduced learning from isolation
- ASP systems out of date
- Internal staff costs for the management and delivery of the campaigns
Outsourced
- May share IP address with other clients
- Cost of outsourcing
- Less control
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Since the market has been commoditised and with increasing filters being imposed by ISP's, distribution and deliverability becomes key when considering the ROI from email marketing. If you don't get into the inbox or if you are unable deal with the list hygiene (hard bounce codes or un-subscribe responses) then it's better to consider an outsourced solution and spend your time on something that you are better at.
Imano have expert market knowledge that is kept up to date with the latest advancement in technology, offering advise on ISP filtering and increased deliverability via the use of specific broadcasting software.
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