What to consider in an email marketing tool.

Email marketing involves using emails in your digital marketing efforts to ensure that your potential customers are aware of new products, services, offers, and discounts.

When it comes to marketing your business, email is still one of the most important and effective means. It has a higher open rate and a very high conversion rate compared to other forms of digital marketing. You can make a lot of sales by sending emails to your customers and potential ones and ensuring that you are top of mind when they need your services or products.

However, this becomes too much work when you have a very long list of customers that you are supposed to email. It also becomes cumbersome if you do not have the means to analyze the performance of your emails. It is important, for example, to know how many people opened your email and how many left it unread. To bypass some of these challenges you have to incorporate email marketing tools in your campaign.

These tools are tailored to help you send very customized emails to the different segments of your clients and also to give back reports on the performance of the emails.

Customer service and support

The best email marketing tool is the one with a reliable customer service support that responds back promptly. Many of the email marketing tools’ users prefer inquiring about issues on a phone call rather than written messages. The meaning of messages is sometimes lost when it is written.

List building

Does the software allow for seamless list building using features like forms, polls, and surveys? Do they embed with your website? This is an invaluable feature that builds up your contacts. The more email addresses you get, the better the chances of you landing more sales.

List segmentation

Everyone loves customized and tailored messages. Does the email marketing tool allow for the segmentation of the contacts? You will want to group your contacts into various different categories so that it helps you avoid sending out generic messages to everyone. Choose an email marketing tool that allows for easy segmentation of the email list. It will go a long way in making your contacts feel appreciated and special.

Automation

To describe this in layman’s language, the most suitable email marketing tool is the one that allows for a reaction after an action. For example, when you send a newsletter to a subscriber and the email is opened, you can put measures in place for the subscriber to get a free workbook. These triggers and actions can together create a very powerful workflow for small businesses.

Reporting

You will need to know how your email marketing campaigns are fairing. Simple basics like knowing the opening and click-through rates are vital. Measuring the success of email marketing is simple with good reporting tools.

Admin tools

The email marketing software should avail you with tailored tools that allow you to organize your email lists in the way that you desire. Customization is a big factor with emails.

Also, you should be able to have security features that ensure that your lists are safe from theft or misuse.

Drag and drop builder

To help you create well-designed emails you will need an email marketing tool that has a drag and drop feature. This feature is very essential in creating very personalized emails. You will be able to create email layouts, add texts and pull in images very easily.

A/B Testing

Different email subject lines perform differently. The tool that you choose should allow you to test and compare two email subject lines so that you can settle on one that delivers and is opened more by the subscribers. This will set your email marketing campaigns apart and give you a really big boost.

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