Choosing the right email marketing platform can have a huge influence on your email marketing campaign as a whole. When choosing a particular platform, many new marketers make the mistake of choosing based on price only. But neglecting features in exchange for a discount can have a devastating effect on your marketing efforts.
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Here are some of the things you should be looking at when picking an email marketing service.
Step-by-step procedure to choose the best Email Marketing Software:
1. CRM Integration
Updating and handling your mailing lists manually can not only be time-consuming, but inefficient as well. Using an email marketing service in conjunction with a good CRM software can make a huge difference in how successful your email marketing can be. A good CRM can help you with email list segmentation and create highly targeted lists based on things like consumer position, interest, location or category, for instance. You can then seamlessly create your messages, integrate your links and track your campaign’s results, all on the same page.
2. Viewing and Reading Options
Mobile users are fast surpassing desktop users when it comes to emails and searches. This is why being mobile-friendly and catering to your mobile audience is no longer a choice, but a necessity.
Since a dwindling number of people are now using their desktops to check their emails, you have to pick a platform that makes your email visible through all platforms. If someone decides to read your mailings through their device and the layout is all over the place, slow to load, or completely unreadable, then you run the risk of losing them right then and there.
3. Professional Looking Design
The platform you choose should allow you to create professional-looking emails as well. You should check the templates the platform offers and make sure that you check both image-based and text-based templates as well.
Getting into your subscribers’ inbox should be viewed as a privilege, and an unprofessional looking mailing is a sure way to turn them off, so don’t take design lightly. Poorly formulated mailings could end up damaging your sender reputation as well, so be on the lookout for that.
4. Pricing Structure
Know that not all email marketing platforms will charge you the same way. Some will charge you on a list-centric basis while others will use a subscriber-centric pricing structure.
List of centric platforms will charge you based on the number of subscribers that you have. For instance, if one of your subscribers is subscribed to more than one of your lists, you will be charged for every list he is subscribed to. With subscriber-centric platforms, on the other hand, you will only be charged based on unique emails. So, if one subscriber is subscribed to multiple lists, you will only be charged once for this particular subscriber.
You also have to check if they offer packages that are scalable as well. Many companies will offer advantageous offers for the first few followers to sweeten the deal, only to hit you with exorbitant prices once you go beyond the number of free followers. Not only that, but some will make it nearly impossible to transfer your mailing list, which can ruin the efforts you’ve put into gathering your subscribers. So, before you go for the free lunch, make sure that you take a close look at their packages so that you don’t get stuck with a raw deal once the trial is done.
Automation is one of the most powerful aspects of the best email marketing software and you want to pick a platform that makes it easy to implement. Automation allows you to send out mailings automatically once an action is performed. This is what allows you to automatically send a welcome email to your subscribers when they sign up, send them a link to a bonus, and trigger an autoresponder series for instance.
Make sure that you check how the platform’s automation tool works. You’ll be using this tool a lot as part of your marketing campaigns, so make sure that it is simple, intuitive, and allows you to do what you want to do.
If you’re looking for more natural workflows that are not offered by the existing marketing automation tools, take a look at a cold emailing software (for example Prospect.io), that will allow you to reach out the way you would do manually with your own email account.
Taking advantage of different email automation software will ensure that your funnels will be full of leads to work with at any given time!
6. Customer Support
Last, but not least, you have to check how good the platform’s customer support is before you make a choice. Whether you’re struggling to understand a particular feature or have made a mistake along the way, you have to make sure that their customer support will be there to answer your questions and guide you.
Check how easy they are to get a hold of. Do they have an actual phone line or do they operate through email only? Is there a live chat option? If they do have a support line, how easy is it to talk to an actual person? These are all things you’ll have to evaluate before you pick a provider.
Choosing the right and best email marketing software can literally make or break your marketing efforts. Don’t cut corners and use this advice to make sure that you choose the right platform for your needs.