Inhouse software solutions
This is software in the traditional sense that is installed on a server within your own IT infrastructure. Of the solutions available in the marketplace most offer a web browser interface into the software. There are also a few additional suppliers that offer PC based solutions - these do not offer the same level of functionality in terms of tracking and reporting and generally use your existing business email for delivering the emails.
Pros
· Licence fee as opposed to a cost per email like hosted ASP solutions. This can be far more cost effective if you are sending high volumes of email.
· All data is stored inhouse
· Dedicated server and IP address - you are not sharing servers with other organisations
Cons
· Cost is usually an upfront licence fee
· Requires some internal IT expertise and resources
· Some inhouse solutions need to be plugged into your existing mail servers and databases causing huge delays and slowdowns to your existing business email
What to look out for
· Look for UK telephone and email support. Many inhouse software suppliers only have a US office.
· Does the solution have its own send engine and database or does it require use of your existing systems?
· PC based solutions cannot offer the same reliability, delivery speed or reporting as a server based solution despite what their website may say
· Find out if the supplier offers any support for white listing your IP address

Hosted ASP Solutions
The vast majority of suppliers offer a hosted solution where you login via the Internet to manage your campaigns. All of your data is stored online and the suppliers server handles the delivery and tracking of the email campaigns.
Pros
· No software to install - access everything from your Internet browser
· Scalable pricing based upon how many emails you send
· No hardware or bandwidth requirements
Cons
· Shared server and IP address - can cause issues with deliverability if other users of that server are sending out junk
· Can be more expensive for higher volumes due to the cost per email
· Data is stored on external servers

What to look out for
· If the servers are based in the USA you might be breaking the Data Protection Act by placing personal data on these servers
· Check whether the email servers are blacklisted by Spamcop
· Find out if the solution is there own or whether they are reselling it - if they are reselling the solution this could cause delays in support issues.

Fully outsourced bureau / managed services
If you are undertaking your first email marketing exercise this can be the most appropriate way to ensure you get everything right. It can also be the best solution to organisations that do not have the appropriate skills or time to setup and manage email campaigns
Pros
· A managed service will fill skill gaps and overcome time constraints
· Suppliers are often able to provide additional advice and expertise on best practice
Cons
· Can be expensive in comparison to selfservice solutions
· There can be delays as work gets passed between client and agency for approval

What to look out for
· Find out how much experience they have had working on email campaigns
· Do they have skills in data processing, creative and a reliable technology solution to deliver and track your email campaigns?

The Maxemail Family of Email Marketing Solutions
Maxemail inHouse
A licenced software solution for inhouse deployment. There are no per email costs and therefore Maxemail inHouse can save you up to 90% per annum.
Further information:
Maxemail onDemand
Maxemail onDemand is a hosted ASP solution. The solution is accessed purely from your Internet browser and enables marketers to take onboard a fully featured, scalable and robust solution with minimal upfront and ongoing costs.
Further information:
Maxemail Agency
A specialist solution for marketing agencies. Each customer can be given their own area on Maxemail for their email marketing and provided with a login to view the latest tracking reports or to authorise campaigns. The user interface can also be customised with your own logos and branding.
Further information:
Maxemail Managed
For marketers who would prefer to outsource the running of their email marketing campaigns we offer a full range of professional managed services from HTML email template design through to running viral marketing campaigns.

Sean Duffy is Marketing Manager for UK email service provider Emailcenter. Sean has been working on email campaigns within retail, travel, B2B and other industry sectors since 2001. Sean is also author of the book 'Permission Email Marketing: The Strategy & Tactics of Successful Email Marketing.'