Email marketers no longer send one-off emails that blanket all subscribers with promotional content, hoping to entice them into converting. Instead, they opt for sophisticated software that enables them to tailor-make emails and target specific audiences for best results.
Finding the best email marketing software to help your company achieve this goal will depend on several factors, such as scalability, app integration, and more. This article features some very critical points that you must consider when browsing through software for your email marketing campaigns.
By keeping the following information in mind, you will be able to make an informed decision, ensuring all your campaigns meet the set goals with considerable ease.
Affordable and Scalable
The global email marketing revenue is set to reach $10 million by 2023, making it one of the most popular forms of marketing. Sophisticated software is a significant reason for this soaring popularity in recent times.
One of the best aspects of email software is that there are several affordable options in the market. You need to find one that suits your budget because free software allows access to only certain features and not all of them.
The best idea is to go for a software that offers a maximum number of features at a reasonable price. Moreover, check if the software allows you to scale and expand faster in the coming years.
Excellent Customization Options
Most traditional email marketing has a sign-up (or subscribe) option during the check-out section. But a software is truly excellent when it offers users the chance to customize their emails depending on the buyers’ needs, tastes, browsing habits, and more by providing a myriad of sign-up options.
These can be in the form of social media tabs, pop-up boxes, mobile sign-up buttons, footer and sidebar tabs, etc. Besides these, you should be able to change templates and use distinct branded ones that set you apart from the rest.
Even though audiences share interests and preferences, they are each unique in their own way. Therefore, sending the same email to all subscribers will not work.
Instead, you need to classify your consumer base and tailor your emails to be appealing to each list. You need software that enables you to separate audiences based on gender, buying history, search habits, etc. Doing this is critical as personalized, segmented emails have proven to be more effective than generic ones that address no one in particular.
A/B Testing and Automation
While you can do manual testing, it can be pretty time and energy-consuming. Therefore, find the best email marketing software that comes integrated with the feature to test anything from images and subject lines to content quality and length, CTA tabs, and send times.
It becomes easier to plan future campaigns when you see what works for the audience and what doesn’t. Also, email automation is pivotal to any marketing strategy, and it defines how efficiently and effectively you can reach your goals.
Ideally, the most common automated emails sent to subscribers include review forms, order confirmations, and follow-up forms. Also, other automated messages target customers who have abandoned their carts right before making a purchase.
Additionally, you can use email automation that works on behavioral triggers to expand engagement, welcome customers, and suggest products based on purchase history.
Data Analytics and Reporting
Focusing solely on click-through rates will not fetch marketers the complete picture of the campaign’s effectiveness. It is vital to track other metrics that most professional marketers may commonly overlook.
So, choose a marketing software that enables you to review, monitor, and study bounce rates, deliveries, unsubscribe rates (and reasons), level of engagement, and forward rates.
A reliable software will show you data gathered from individuals and not just groups, helping you understand their behavior. You can see how many times they have opened the email, the number of clicks and interactions they have had, and every other activity that they do.