If you’re building your author or small business platform, you’ve probably heard that “email marketing” is important—but it’s easy to get confused about what that actually means and how it differs from your regular email account.
When you start developing your online platform there are suddenly a lot of new tools and concepts to get your head around. It can feel like an avalanche of tech stuff when you really just want to write or run your business.
One of the most common points of confusion I see when helping authors and other small businesses is understanding the difference between your email account and your email marketing account.
Both are key elements of your platform – so it’s important to get clear about this!
An Email Account
An email account is exactly what it sounds like: an email address that someone can use to write to you.
Each unique email address has its own inbox, the place where you send and receive individual messages. Your personal or business inbox is where someone can reach you directly.
There are many businesses that provide email accounts. Popular examples of free services include Gmail, Apple, or Yahoo. When you use these services, the domain corresponds to the service. myname@gmail.com, for example.
For a more professional presence, it’s best to use a custom domain email, such as hello@yourname.com, rather than a free address. It looks more professional and builds trust. (Read more about why authors should use a custom email.)
There are many companies that provide an inbox for your custom domain. Often the same business that serves as your domain registrar or hosting service will provide email accounts too.
An Email Marketing Account
An email marketing account (also called an email marketing platform) is a separate service designed to send messages to many people at once — like newsletters, book updates, promotions, or announcements.
Examples include Mailchimp, MailerLite, Kit, and Constant Contact.
These platforms do not provide you with an email address. Instead they help you manage and communicate with your subscriber list.
Many email marketing services have a free level to get you started. But plan on eventually paying around $20-$45 a month for ongoing use and advanced features.
These platforms handle the logistics and legal requirements of sending to your list so you don’t have to. They:
- Manage your subscriber list and automatically handle unsubscribes
- Help ensure your messages are delivered properly (and not flagged as spam)
- Keep you compliant with email laws like CAN-SPAM
- Provide templates and design tools to help you create attractive, on-brand messages
- Include automation features to send a Welcome message or a sequence of follow-up emails.
Let’s Recap the Difference
Your personal email account is for one-to-one communication.
Your email marketing account is for one-to-many communication.
Understanding their distinct purposes helps you stay organized and make the most out of the tools in your online platform – so you can connect with your readers and customers more effectively.
