Over the last couple of years, e-mail marketing has emerged as one of the most powerful internet-enabled tools for all businesses. A research report says that the response rate of e-mail marketing campaigns is 7 to 12 times the rate of snail-mail direct marketing efforts. This has resulted in companies using e-mail campaigns to sell their products and strengthen customer relationships. However, choosing the appropriate e-mail marketing solution from a range can be tricky.

Consider the following key questions before you decide on an e-mail marketing solution:

Will the software handle your additional workload?

If you purchase an e-mail list management solution for maintaining a single mailing list with 1,000 subscribers to start with, the product may not have the capability to function when you run five lists with 10,000 subscribers each. Therefore, when you purchase the software, keep in mind as to where your e-mail marketing operation will be in the next few years. Also determine whether the product will have the ability to handle the additional workload. Remember that some software products can be bought in increments and increased in capacity over time.

Can you integrate the solution with other applications?

Be sure to check that the e-mail marketing solution you are going to buy will be in conjunction with your database or other key applications. If you have previously invested heavily in a customer database application and you find that the e-mail marketing software does not integrate with it, both your time and money will go for a toss.

Does the vendor offer evaluation kits?

Some vendors will allow you to evaluate a product before you buy it. Take advantage of any trial opportunity and thoroughly evaluate the e-mail marketing solution before investing in it. Make sure that it performs as advertised.

How quickly can you install the software?

Installing technical products is not a difficult process. Let your organization's IT staff go through the product installation guide to determine how much time and resources are required to install the software. Alternatively, find out if the vendor will help you through the process.

Will the vendor provide any further services?

Find out if there is any need for attending training courses for getting the most out of your software. Also inquire about the vendor's support policies that might cover any technical difficulties you encounter.

Will you get a good return on investment?

At the end of the day, the investment in an e-mail marketing solution must cost-effective to your company. There are several vendors offering products varying in features and price. Do a cost benefit analysis to choose an optimal product. There is no point in over-engineering your e-mail marketing solution and unnecessarily pushing up costs.