Why You Should Never Use WordPress to Distribute Your E-Newsletter
There are several WordPress newsletter plugins which allow you to run a fully functional newsletter using this feature. In light of this, the big question often asked is “if it is possible to send out email newsletters using WordPress plugins, then why is it often recommended that I use an email service provider like Constant Contact or Aweber?”
Almost every serious marketer, blogger, and expert will recommend that you use an email marketing service, such as Aweber or Constant Contact, rather than using WordPress for email newsletters. Let’s take a look at why.
Email marketing is important
Your email list is one of the most vital communication tools at your disposal. Email communication helps you bring back users to your website. In doing so, it helps you increase sales, promote products, and build trust around your brand.
If you do not already utilize one, then you should start building an email list right away.
Reliability is vital
When you send out your newsletter, your email should land into your contact's inbox. When you distribute emails using a newsletter plugin which relies on PHP and WordPress mail functions, there is a much greater chance that the emails will end up in your contacts’ SPAM folders.
Email providers (gmail, yahoo, etc) have spam tools which would mark your email as SPAM for a number of reasons.
A major issue to consider is that spam catching tools will check their databases for your IP address. On shared WordPress hosting, your website shares an IP address with several other websites.
Any suspicious activity from that server can trigger spam catching databases, which will make your email much less likely to reach its audience. There are also thousands of other factors that are checked by spam catching algorithms, and it is very challenging to satisfy all those.
However, professional email service providers specialize in making sure that their emails are delivered successfully. They follow and apply strict rules to all their outgoing emails, ensuring that they reach the destination and not harmlessly end up among junk mail.
They have highly trained engineers, developers, and support staff who work to make this possible. They are also approved and known bulk-mail service providers with most major ISPs and email services. When an email server receives email from a white-listed server, it views it as reliable and not spam.
This reliability alone is the single most important factor that should to convince you to use a professional newsletter distribution service.
Email Limits and Delays
Also, a frustrating truth is that most hosting providers have limits on the number of emails you can send at a time. Your newsletter plugin or script will likely try to queue outgoing emails, but this is not always an effective process, and your outgoing email queue may jam and prevent the distribution of vital newsletters. For large email lists, your web host may even consider this as an abuse of their services.
None of these factors are a worry when you are using a professional email marketing service. They have a vast array of servers worldwide, sending thousands of emails every day. Also, these services will offer flexible plans which allow you to easily upgrade as your email list grows.
Ease of Use
Email service providers like Constant Contact and Aweber allow you to easily create and send emails to your subscribers. They have extremely easy-to-use tools to create and design your emails.
They also have API integration which makes it easy for you to connect your email list with other useful WordPress plugins like OptinMonster and Gravity Forms. None of this will make using WordPress any more difficult!
But, if you are running your own newsletter, you miss out on all these tools that make things easier. Instead of focusing on your website, you will be spending time struggling to do things that can be easily done in minutes using a proper email marketing service.
Stats and Analysis
When distributing your own newsletter though a plugin, you have no way of knowing how many emails reached to user’s inbox, were opened, or were clicked. This means that you will have to spend lots of time trying to integrate Google Analytics in your campaigns and landing pages, and even then you will still only gather limited data.
Professional email service providers offer you useful integrated stats and analytics about your campaigns. This allows you to see the number of emails landed in user’s inbox, how many of them were opened, and the number of clicks you have received. You can then improve and adjust your campaigns accordingly or ask for advice about how to do so.
Email marketing is a huge part of business and so is spam. To deal with spam, ISPs and email marketing services have introduced and implemented new legislation, requirements, and protocols. When you commit to using professional email services to distribute your newsletter, you don’t have to worry about compliance with all these things.
Many users think that if they run their own newsletter using a plugin, then they are saving money. But, this does not consider the value of your time which is spent on setting up maintaining your newsletter. That time is much more valuable than the amount you pay for a good email service.
In fact, you can use one of the best professional email services, Constant Contact, for free for two months. This free trial gives you enough time to setup and start collecting email addresses. By the time your trial ends, your email list will probably be paying for itself.
Which email marketing service do you use? Let us know by leaving a comment below.