Looking for an email marketing software? Well, you ought to be, because one of the most effective ways you can share your marketing messages with your customers and build a relationship with them is through email marketing. Companies who send emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. More than 75% of email revenue is generated by customised email campaigns, while automated campaigns only account for 21%.
But how do you really choose an effective email marketing software for your business if you’re really just starting out? To help you choose the right email marketing tool, here is a list of the top 9 most important factors to take into consideration.
(1) Integration With Your Customer Relationship Management System
You need to ensure that your new email marketing software integrates with your customer relationship management software because as you will need to constantly update lists, sending emails manually is time-consuming and such an integration will provide you with a hassle-free solution for managing valuable content and customer data and provide you with an insight into your key analytics such as click rates and open rates.
(2) Number of Contacts and Lists You Can Add To the Email Marketing Software
Invest only in an email marketing platform that allows you to scale your contacts with a reasonable increase in fees. Most email marketing software should have progressive cost increases but do remember to check under ‘Pricing’ on their website, and you will be able to know. You shouldn’t let cost stop you from growing your email list!
(3) A/B Testing
A/B testing is nowadays an essential step in your email campaigns, so you will need an email marketing platform that allows you to A/B test everything from subject lines, content, images, emails sent from, and more. As your engagement and conversions increase, so will your ROI so do not try to save money on this aspect.
(4) Reading and Viewing Options
Nowadays, as more and more people are opening their emails on their mobile phones, go with an email marketing platform that has mobile-optimized templates for you to choose your designs from. All your customers must be able to open your emails and display them correctly on their mobile phones. Look for a tool that allows you to preview your emails on different devices and platforms. This is critical to reaching the highest open and click-through rates for your emails.
(5) In-Depth Analytics and Tracking Conversions
In this day and age, it is almost a norm for email marketing software to provide some form of analytics and tracking of conversions. Some tools include tracking information on every interaction that a subscriber has with your email content and company, though how in-depth their analytics are, you will need to find out.
Your email marketing software will need to include such analytics to help you understand your customers and empowers your sales team with the knowledge on how to provide leads with the guidance and solutions that matter the most to them.
(6) Automated Responses
If you’re a small business, you might still be able to handle some manual requests whenever someone sends in an enquiry. But when your business gets bigger, sending out an e-newsletter or email series to more than 1,000 people per month is something that will require a good email marketing software that can handle automated messages or aggregate customer responses into tickets that can be further funnelled down to your customer service team. Great email marketing software allows you to segment your lists at very granular levels, or what we called ‘hypersegmentation’, making managing your lists a breeze. This extremely targeted content further increases your conversions and engagement.
(7) Spam Compliance
Spam regulators are getting stricter with businesses who are flouting spam rules. To protect us from getting junk in our email inboxes, getting an email marketing tool that compliances with the spam regulations worldwide or in your business country will ensure your emails get delivered every time.
(8) Social Media Sharing
Email subscribers are said to be 3 – 5 times more likely to share your content on social media than visitors from other sources, according to QuickSprout. Check which social media sharing buttons are included in your email marketing software in order not to miss out on this viral marketing chance.
(9) Templates and Stock Images
Of lower importance are templates of email newsletters and stock images but your email marketing software should also include professionally designed templates that you can adjust appropriately for your business, according to its branding and colours. Some of the best email marketing platforms include professional stock images that you can also use for your regular emails. Preferably, choose an email system that allows you to have a good choice of templates, but also let you add your own Html so that you can design your own if needed.
Choosing the best email marketing tool for your business’ needs can be challenging, but ask yourself the right questions, discuss with your team especially the one that will be using the email marketing software intimately, and take the time to understand your options. You will be sure to make the right choice!