Electronic mail or e-mail remains one of the most reliable tools that have ever been introduced to the public. Since it was first unveiled many years ago, it has been used by everyone from school kids to top notch managers to communicate a message, and because not every message was ideal the spam box soon followed. If properly set up with the right email hosting solution, e-mail can be leveraged as an effective marketing and communications tool for any sized organization.
With the introduction of social media networks and instant communication applications, some were predicting the demise of e-mail, but that day has not come and it seems it will not be here for some time. A recent survey from Robert Half Management revealed 42 percent of high level execs prefer e-mail as a tool for networking.
However, e-mail is not only used to network but also to stay abreast of the latest information regarding specific industries. In fact, upper management heavily depends on a reliable platform in which they can communicate from without having to worry about security issues. Email hosting solutions provide that added security when there is potential for the wrong hands to gain access to this sensitive information.
When it comes to marketing, e-mail was hurriedly and blindly used as a marketing tool early on. These abuses led consumers to completely ignore and even change e-mail addresses to avoid unwanted solicitations. Eventually the industry matured, and options such as opt-ins gave marketers a way to target their audience with more accuracy. As an organization grows its e-mail opt-in list, it must protect this asset with great care and nurture it to build a long term relationship with each person. Often times, the wrong email hosting solution can result in the loss of addresses, security breaches and inaccurate deliveries.
At any given time, there are hundreds, thousands or even millions of e-mail messages stored in the databases of organizations. Once they have been obtained, they are often not exploited to maximize the ROI the organization put out in acquiring them, instead spending more money on the latest marketing gimmick.
Whether you are trying to find a secure way of communicating with your board members or selling your one of a kind product, e-mail can be the right solution if you respect your customer, have the right product and understand the segments of your market.
Edited by Jamie Epstein