With so many viable email marketing software options today, it can be challenging to pick the one suited for your business goals. Before you invest time and money in any email marketing software, you should be clear about what you’re looking for. You can then choose a platform based on the features you need to hit your email marketing goals.
Core functions of email marketing software:
Email marketing software can become a goldmine of data for your marketing campaigns. You can gain insight into your overall engagement trends through click-throughs, click-to-open rates, and other metrics over days, months, and years.
Some email marketing software can be linked to your social media account and customer relationship management (CRM) software. Integrating them allows you to gather valuable customer insights to use in your targeted emails. These include your customer’s purchase history, preferences, demographics, and more.
Aside from helping you build a robust mailing list, email marketing software also allows you to reach your target market at a lower cost than traditional outlets and paid advertising. You can also save up your resources through automation features starting from list segmentation to the actual delivery of emails and report generation.
Built-in Features and Capabilities to Look For
Modern email marketing platforms offer features that go beyond sending emails. Some services may have more capabilities than competitors. Others, despite their limited features, deliver a better experience in their area of focus. But, generally, a good email marketing platform will have these features and tools:
- Drag-and-drop Builders help you create email layouts that can fit any email client even without coding experience. You can design your emails using images, text, and different font styles while ensuring your HTML email can adjust to inboxes in Outlook, Yahoo, mobile, and other devices.
- A/B Testing Tools allow you to test different elements of your email campaigns and determine which variations generate the best results. Using an email marketing software, you can choose which versions you want to compare in terms of the subject line, content length, send times, and images.
- CRM Integration provides the marketing team visibility into sales, and vice versa, creating a seamless flow of information between departments. For example, your CRM can add leads to your mailing list and provide their data such as purchase history and demographics.
- Analytics and Reports Tools take data during your chosen period of time and provide valuable insights from it. They account for email open rates, bounce rates, click-through rates, conversion tracking, customer behavior trends, geolocation, and more.
- Marketing Automation saves you the time and effort of manually sending targeted emails to specific customer segments. For instance, an email marketing platform’s automation tool can send a welcome email to users who subscribe to your newsletter.
- Deliverability Tools ensure that your emails are actually reaching their recipients’ inboxes. A good email marketing software will be able to measure your emails’ delivery rates, bounce rates, and other performance metrics. This will help you adjust your email campaigns accordingly.
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Types of Email
Most email marketing software has all of the capabilities listed above with each one having its own particular strengths. Choosing the right solution then depends on what you want to achieve with your email campaigns — brand awareness, customer retention, sales, and more. There are more email types, but for small businesses, the most common ones are generally categorized into these four:
When you first subscribe to a brand’s newsletter or register an account at an online store, chances are you’ll receive a welcome email almost instantly. As a business, this is an opportunity for your brand to make a lasting first impression.
Transactional emails are typically triggered by a customer’s actions during the customer journey. Businesses use these emails to alert them to information related to their transactions. Some common examples include order confirmation emails, delivery information, password resets, and receipts.
After the user subscribes to you, you can send recurring emails that contain informative content about your products, services, and overall brand. Email newsletters improve the value you provide and authority as a credible business within your niche.
Lead Nurturing Emails
Marketers send these emails to nudge potential customers to move further down the sales funnel. Typically, a lead nurturing email contains more details about a business’s product and highlights its benefits. This can be in the form of customer testimonials, an infographic of hard data, and other user-generated content.
Value for Money
There may be instances where you don’t need the full functionality of an email marketing platform. The more features a service offers, generally speaking, the more expensive it is. Here are examples of the best email marketing software for small business with varying capabilities at different price points.
- Landing pages, email signup forms, integrations, email designer, automations
- Free for up to 300 subscribers.
- Paid plan starts at $9/month
- User-friendly and robust automation tools
- A/B Testing can only test subject lines, limited contacts on free plan
Utilizing email marketing software offers many benefits for small businesses. You can increase your reach and develop strong relationships with your customers while also being cost-effective. With these tips in mind, you can pick an email marketing software for small business with confidence!
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