Email marketing is a minefield these days. Overflowing inboxes, aggressive spam filters and the new CAN-Spam rules litter a landscape that's increasingly hard to navigate.

To do it right, whether you're sending email promotions or an e-newsletter, you need to use a reputable email service vendor.

In a word, don't even think of doing it yourself! Yes, this applies even if you are a small business and even if you are sending text-only messages. Many of the over 50 vendors profiled in this report are surprisingly affordable.

MarketingSherpa's new Buyer's Guide to Email Broadcast Firms is the best guide I've read on the nitty gritty of choosing & evaluating an email vendor. It clearly explains:

- what an email service vendor can & should do for you

- why you need to outsource to experts

- how to choose the right firm (hiring the wrong vendor and switching later is a huge pain)

- why price isn't the most important consideration

- in fact, a lower-priced service may be fine for your needs

- how to evaluate the 50 + vendors profiled in the guide (from ultra cheap to top-of-the-line)

Included are:

- a 9-page vendor questionnaire you can adapt for your own RFP (request for proposal)

- easy to scan comparison charts that include basic services, deliverability, reporting stats you get, bells & whistles

- 5 steps to guide you through the selection process and create a short list of 3 to 5 vendors

- a list of 689 companies and WHO they are using to deliver their email. Great for comparison and if you're just nosey.

My favorite chapter is Section 3: Email Broadcast Basics - What You Need to Know Before Starting the Shopping Process.

You get:

- 10 biggest reasons you should outsource

- a really useful industry backgrounder that explains the three kinds of email vendors you can choose from

- lessons learned on switching from one vendor to another

Sprinkled throughout are specific tips. I love this one:

- ask for screenshots of a vendor's Web interface rather than wasting time on endless online demos by sales people.

In summary, I highly recommend this new guide. It's oriented to corporate buyers but will be equally useful if you are responsible for your own email program.

It's titled a "buyer's guide" but it's really much more than that.

This is a comprehensive, well-organized report that will help you quickly get up to speed on what you need to know about the logistics of email marketing... as well as learn step-by-step how to choose the right vendor.

Learn more & order now. Download the PDF version instantly.


Full disclosure: I use EmailLabs, one of the email vendors profiled in the guide, to deliver this newsletter. I am very happy with them... but that doesn't mean EmailLabs is the right vendor for you. Consult the guide to make the best choice for your needs!