Who Should Manage Your Small Business Email Newsletter?

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Running a small business email newsletter campaign can be challenging as there are several responsibilities other than simply clicking send for each marketing message. That is why some businesses outsource their email marketing to services which specialise in this style of marketing.

For some, outsourcing is not an option and instead they have to manage the email marketing in-house. There is also the option of going hybrid and having some of the email marketing handled by a service provider and some in-house. Here is a breakdown of each option, their advantages and disadvantages and how you can get the most out of each method to generate your email marketing content.

Fully In-house

In-house development of your email marketing campaign certainly has its benefits. The fact that you have someone on the inside of your business creating and sending out your mail allows you to maintain your brand’s voice and therefore your entire marketing is aligned! This can often be a factor in the long term success of conversions. This method can also offer substantial savings, yet that doesn’t always mean cost effectiveness.

On the other hand, there are problems. Unless you hire someone to maintain your email marketing full time then you are going to be doing the work yourself or have a member of your staff do it who has other responsibilities. This can cause problems in busy times when they don’t have the necessary time to offer proper maintenance of the email list.

This can result in missing email deadlines, something which could lead to the loss of email subscribers.

Another issue is that your staff member may not be the best writer, email designer or have another key skill missing. Any of these can affect the quality of your email and therefore cut your conversion rate down.

If you do go down this path it is important that you do several things to ensure the best quality:

1. Hire someone who has experience in writing sales / brand messaging.

2. Give the individual the time to complete their email marketing responsibilities. This may mean taking them off other responsibilities at email release times.


Outsourcing is a good option for those who know that they don’t have the time or expertise to manage their email marketing. Top quality content can be written, delivered and monitored for a price which is suitable for your business. This can allow you and your team to concentrate on what you do best – providing your service to your customers.

Yet there are risks when going down this route. Firstly you have to ensure that the provider is legitimate. If the provider has a bad record online then your emails are going to be sent to spam folders. Also they might be able to send the emails, but they might not be able to write them or capture your brand’s voice.

Any of these problems occurring could mean your contacts question your professionalism, and you may lose subscribers and conversions.

Yet this method can offer a vital component to the marketing, statistics. Statistics allow you to fine-tune your marketing and find out what’s successful and what isn’t. If you don’t know how to monitor your email statistics this might be a good option.

To make outsourcing work, ensure the following:

1. You see examples of work for previous clients of the outsourcing company.

2. You are put into contact with previous clients to speak to them about how they found the service.

3. You add yourself onto the subscriber list to make sure emails are being delivered properly. Sometimes it is best to add you and three or four of your team members as well.

Hybrid Service

Having a hybrid service may be your best option. This is where you are outsourcing what you cannot do and completing the tasks which you are able to manage. You might want to outsource the sending and analysis of the results or the content writing.

This method can be more expensive than that of in-house email marketing, but it can offer you more control while maintaining high standards. Ensure however that you have an effective workflow when you have different individuals working on the various elements of the email campaign to guarantee meeting deadlines.


Email marketing is one of the most effective online marketing methods. It is also a massive undertaking for anyone, let alone a small business team that may be pressed for time. Ensure you are doing the best for your business and consider the options above to make your small business email marketing a success.

Take Action:

  • Make a decision on whether you want to have your small business email managed in-house, out of house or by mixing the two options.

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