Specialized Marketing Firms
What is a specialized marketing firm?
Let Logic begin this article with a discussion about what is not a real good part of this business model.
Businesses that exist with flaws
Logic and the team at the email marketing authority have lately been receiving a high call volume from newer businesses that are in the business of selling an email marketing solution that they claim to their customers can make contact with 500,000 to 2,000,000 email address recipients for specific industries, prospective companies should be leary.
SPAMMERS
This email blasting to unknown, unwilling and unaware email recipients is a marketing tactic and can not be accomplished for several reasons.
Specialized Marketing Services need an Email Service Provider to deliver the promise
Here is the problem that these business models have.
The email marketing delivery business is a service business.
Viper Mailer is one of the most reliable email marketing firms today, thanks in part to the need for high output engineering requirements pertaining to email communications software on the subject of e-Communications.
Email Service Providers or Email Marketing Service Providers
These services provide any business, nonprofit or membership group an easy Do-It-Yourself management of email contact information, the ability to produce an email In Box compatible message that looks colorful and professional and amongst other important features they provide the tracking of such email campaigns to assure the customer continued growth and success of a clients email message campaign.
Hello my name is Logic
Logic the Email-Marketing Authority has a number one priority
The single most important service an email marketing service provides to its clients is deliverability of the message into the email “In box” of their customers, period.
The rules of email deliverability are changing
Meet the new word that directly involves email message deliverability “Authentication”.
Authentication coming soon
Logic will produce an article about “Authentication” and the “Trusted Senders” in the coming days as our engineers comb through the do and do not, real from fantasy of how the Authentication and Trusted Sender work best along with Double Opt-In procedures. This shall be handled by Viper Mailer and still optimally deliver the highest level of In Box email message deliverability available in the email marketing industry.
How Advanced Technology Engineering operates
As any true engineering driven organization would do and Viper Logic along with Viper Mailer are and do, we analyze through our knowledge of email deliverability since 1995 and rewrite the newest requirements and produce the finest and most trusted results possible, that will best benefit our client base of email message and campaign senders. Solutions needed for email deliverability are going to come through intelligence and engineering.
Email Authentication Rules
The impact on the Email Marketing Industry for Authentication will be solved for our clients by the team at Viper Mailer as the Authority on the subject of email marketing and deliverability.
Second Tier email message senders
Marketing firms that send out email messages utilizing an (EPS) Email Service Provider, charge their customers a large fee for this service are out of luck due to this Authentication process.
More then likely who else is out of luck are those email marketing service providers that allow white labeling, re-branding or co-branding of the email marketing software systems developed by these email marketing companies will no longer be able to continue this sales avenue or product.
Specialized marketing firms can do business
These firms offer customers, usually businesses other services like media buying, creative design, and customer relation management and lead delivery; however the most lucrative service email-marketing campaigns are going to need to discontinue.
What is left for second tier Specialized Marketing Services is slimmer margins
The other areas of service mentioned above are not as lucrative as the email-marketing campaigns are meaning that the other services are highly competitive and require more efforts to seek results.
Why specialized marketing firms can not longer offer email-marketing services
Most of these marketing services claim to have lists of Opt-In email addresses specific to each industry they represent.
Actually and generally these services have bought the lists from a third party, the list of email addresses or recipients have not a clue that they are going to receive unrelated of any offers at all from these Specialized Marketing Service Companies for their clients.
Bought, rented even shared lists of Email Addresses is illegal
The CAN-SPAM act of 2003 is clear on emailing educate and no (ESP) Email Service Provider is going to accept these types of lists activities to take place in their email marketing services because the service will be blocked by all (ISP) Internet Service Providers, providers might be your telephone or satellite company, your cable or other Internet access providers and email account management services like the free and paid accounts of the top search engines such as MSN, AOL, Yahoo Mail, Gmail to name the more popular personal email account providers.
Danger of non earned email contact lists
The results of a rented, shared or bought list of email addresses is an ESP will not accept your list and you as a client, rendering the list useless. An ESP knows that SPAM complaints and SPAM cops email addresses are in these lists and will result in the blacklisting of all future email messages from these ESP’s.
Example:
One recent Specialized Marketing Service Company attempt to signup for Viper Mailer but could not be qualified to become a client (Viper Mailer has a strict email marketing client approval system, before we allow a signup, this protects the clients that depend on Viper Mailer to deliver their messages) claimed to have a list of email contacts for educational institutions that was 500,000 Opt-In email addresses.
The marketing services false claim?
This claim about email lists being Opted-In is impossible, to task to have had all of these persons agreeing to receive future email messages because they would have had to check a box on a written form, or online form agreeing to receive future offers pertaining to the exact product or service (we call On Topic) they originally signed up for.
At Viper Mailer there is an understanding
Specialized Marketing Services handle various tasks for companies, however these companies are not Fortune 500 or Fortune 1000 firms that might actually be in possession of 500,000 to 2,000,000 million email addresses, and these large firms handle the marketing of email communications and the actual sending, in most cases of the email campaigns, out internally.
General understanding
Specialized Marketing Companies need to impress their clients and to play the lay of averages they need to buy, rent or share a list of email addresses that is substantial in size to achieve an (ROI) Return on Investment that is going to warrant the exuberant charges they have their customers paying them.
We at Viper Mailer refer to this Specialized Marketing Services utilizing an ESP in two ways
They are desperate to make money as a third party vendor.
They know that they need to send our 500,000 to 2,000,000 million email messages to get a high ROI.
Viper Mailer has never permitted a second tier marketing firm to enjoy the benefits of email-marketing with us.
The Second Tier impact on Email-Marketing-Service Providers
A Specialized Marketing Company gets an account, sets it up, sends out usually only 1 sometimes up to 3 messages to various lists of email contacts for businesses or consumers, then they are kicked off the ESP and they go down the road to the next ESP and do this again and again.
Second Tier Marketing firms can damage their customers
This act of desperation or attempting high hit low return email campaigns by these business operators, not all of them, results in low to no real sales results for the unsuspecting customers that is intrusting these Specialized Marketing Services to act in the companies best interest.
How the customer’s damage occurs
In fact if the messages these marketing companies have built, include incoming links (landing pages) and are from the actual customers email and domain name address (required by ESP’s) of these unsuspecting customers in the email campaigns, there websites can be restricted or even blocked from being found by potential customers doing searches for the services or products they offer outside of these email campaigns from a third party Specialized Marketing Service.
Damage for years to come
This can have an impact on there very own future website traffic efforts, their domain name and the emails they send out daily on a one on one basis for example might end up blacklisted or at least grey (delayed delivery) listed.
Still more damage
How the Specialized Marketing Services also damage there customers reputation is caused by the use of the customers email address being the sender email address that includes there domain name for example .(JavaScript must be enabled to view this email address) of that customers company.
This online reputation damage only applies to the Email-Marketing and messaging portion of the services offered by any second tier Specialty Marketing Services so readers, steer clear of this service they offer.
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