Email Communication: DIY or Third Party?

How do you build an email marketing campaign that reaches out to your customers consistently and effectively? Building successful marketing campaigns include knowing which marketing campaigns are most effective. Knowing how to track what methods were effective and received the highest responses or actions from consumers will help formulate future marketing campaigns.

Let’s take a look at a couple options for email campaigns and their pros and cons.


Regular Email Distribution

In-house email distribution must be managed by someone familiar with design, social media, and consumer behavior. While it would be easy to fire off a simple email containing important information, easy does not mean effective. Remember, people on average receive over 50 emails per day. Your email must be designed and created in a way that uniquely separates your email from the other 49.

Effective email campaigns include

  • an interesting and non-generic subject line;
  • a well balanced design that draws the eye to important information;
  • information presented and organized in a simple but effective manner;
  • a balance between color, font styles and sizes, and white space;
  • and a specific but simple call to action.


  • Companies who can allocate or have an in-house designer will save money in the long run.
  • Design specs are not limited and can be designed to incorporate company branding.


  • Regular email distribution cannot track consumer behavior.
  • No gauge or concrete feedback as to which campaign was successful in increasing client interaction or sales.


Using A Third Party

There are several third party vendors that will assist you with creating and tracking successful marketing campaigns. Constant contact is an example of a third party vendor offering assistance with creating marketing campaigns.

Constant Contact: Constant contact offers engagement marketing via email marketing, social media marketing, online surveys, event marketing, digital storefront, etc. Their marketing formula uses a unique combination of online marketing tools and free personalized coaching to find new customers, drives repeat business, and generates referrals.


  • Allows companies to track customer interaction with any campaign.
  • Provides feedback about the success of a campaign: number of clicks, consumer interaction, etc.
  • In-house designer is not needed. Constant contact has several predesigned templates.


  • Email campaigns and notifications tend to enter the spam folder. Unless clients approve the email address as a non spam contact, clients will never see your message.


What method are you currently using for your communication campaign?

One response to “Email Communication: DIY or Third Party?”

  1. This is a great post that really gets companies thinking about what to do to create the most successful e-mail campaigns. Anyone can create e-mail blasts, but how do you get your clients to consume the information and forward the great information to their friends and colleagues? This takes research, great subject lines, attractive layouts, interesting content, knowing your audience and constant vigilance. If you are speaking to women in your e-mails, hire professionals like Women’s Marketing Inc. They are women who market to women. When you visit their site you’ll learn about their philosophy, offerings and results. Good luck with your e-mail campaigns.

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