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It has never been easier kick up some electronic fuss, both digitally and online. These days, promoters have a vast technological hotpot of direct marketing solutions on the table to dish out from. And with a little guidance one can begin to opt more selectively, according to what will cater best for your outcomes.

Most often it is a case of getting a good budget fit. Some of the various, more costly solutions include phone applications, sms and mms campaigns, mobile sites and viral videos, to name a few. While these can also buff up your cyberspace clout, all of them require a certain knack to put to good use, and of course won’t deliver great ROI if you swing and miss.

Whether you eliminate those options due to cost, complexity or questionable returns, what you are left with is the class of direct email marketing solutions.

Within email marketing you can:

• Do it yourself from Outlook or via an off-the-shelf package, or
• Make use of a hosted self-service solution

Okay, so, you might think that you will know what you are looking for when you see it, but it all depends on how you define a good customer relationship management (CRM) tool. Here is the first problem: soccer-mom-friendly apps and mail clients such as Outlook often leave out the actual “relationship” portion of CRM, since its architecture is based on single-user interaction, not cloud communications. Sharing of information is done in an indirect manner, which is awkward to manage. There is a greater drain on your time and storage space since multiple recipients are copied-in individually on messages, which do not pull all the activities of each email into a single process. That is: it takes time to create those messages, send them out, handle feedback, and co-ordinate and measure your effects in general – all while taking care not to repeat any information and hoping that your server won’t be unhappy with the unnecessary traffic. You have to maintain a quality, consistent image in the eye of the client and keep track of all your letters and documents. It’s as laborious as it sounds, making utilizing these tools as an email marketing solution simply daunting on any respectable scale.

You won’t be the first to realize that there should be a smarter way to conduct opt-in email marketing missions, which is where online self-service solutions fill the gap.

Creating communications is one aspect. But it’s easy to work with the multitude of fool-proof newsletter templates and brand them beautifully, without breaking a sweat. The main part of building a relationship in business is in tracking communications, and a good CRM collects this data in a natural manner, without any extra effort. By capitalizing on the data intelligence gathered by sending messages to existing clients, you are freed-up and enabled to prospect for new customers. From there you can build relationships person to person, on a single contact basis or by grouping clients that have something in common. All said, it is a more human system used to promote human interaction.

The best hosted self-service solutions update their offerings in synergy with new digital developments, integrating everything into one seamless environment. It is perhaps inevitable that the ‘uber-soft’ companies and their lesser proprietary software competitors will catch up, eventually. Uncle Sam doesn’t like to lose a fight. But until then, online direct email marketing solutions are still the big guns.