If you’d like to start sending email marketing campaigns to promote your business and you’re not sure where to start, your first step is to choose the type of email marketing software you’re going to use. Since there are hundreds of services out there, your best bet is to narrow things down to what you’ll need, and choose a service or software that has the best features and is most convenient for you.

First off, there are two different types of email marketing software: online software and offline software. Both have their advantages, but can vary greatly in price, features and availability. There are pros and cons for both, so here’s what you’ll get when you choose either one.

Offline software the type of software that comes in a box, on a disk, or is downloaded from the Internet. Features can include everything from reporting to list segmentation. The reason why some people choose an offline option is they want to send their emails on their own, via their own server. The positive side of using offline software is it gives the email marketer some measure of control that they may not have with online software. The email marketer is in the driver’s seat and it’s up to them to set the parameters for the software they’ll be using and the servers they‘ll be sending from. For many email marketers, this is a bonus. But for others, it’s too time consuming to bother with. Another drawback? Price. Some offline email marketing suites can run into the hundreds or thousands of dollars, depending on the actual product.

Online software enables you to sign on to the Web and visit a portal to upload your lists, send out emails, view reports, and conduct other functions. Most online services require no downloads and no complicated setups. For many people, the expense of using online permission-based software is extremely attractive. Unlike offline software, where you’ll have to pay hundreds or thousands of dollars in one shot, most online services charge fees that can start as low as $9.95 per month. Most people who use online software love the fact that they can view their reports, send emails and create layouts from anywhere in the world, as long as they have Internet access. The drawback? Online email marketing software can suffer from technical problems, although many of the top-line services have backup systems and boast 99.999 percent online rates.

Whether you choose online or offline software, you’re moving in the right direction by starting an email marketing program. By setting up an opt-in email marketing campaign and showcasing your goods and services, you’ll build your business, make more sales, and create great relationships with your customers.