The right software setup can greatly increase the efficiency and impact associated with email marketing activities. Most solutions in this space focus on the automation and compiling / sending of merge field emails or managing email newsletter campaigns. This is often paired with detailed reporting functionality, personalizable and customizable email templates, event triggers, A/B testing and content prediction features an external service integrations. Email outreach can help you target new customer bases, as well as retain existing ones. Most importantly, the ability to measure the effectiveness of activities through the use of software ensures cost-effectiveness and a good return on investment. Read the full software guide...
Email marketing software is any digital solution that helps businesses create and execute email campaigns successfully. Software often assists marketers through different phases of an email campaign, for instance, in the task of building or growing email subscriber lists, segmenting subscribers based on certain criteria, and creating or designing custom emails.
Products in this category usually come with a library of pre-designed email templates, a visual editor with drag-and-drop functionality, and an all-in-one dashboard that lets you manage subscriber lists and monitor campaign performance. More advanced products feature the ability to automate follow-ups and responses, generate reports with graphs and charts, run A/B tests to improve open and click-through rates, design attractive calls-to-action, and track how many people opened, clicked, subscribed, or forwarded your emails.
Some other factors to consider when choosing email marketing software include ease of use, CRM integration, inbox preview, and personalization capabilities.
The email marketing software you should choose depends on the size of your email list, mailing frequency and the degree of personalization, automation and integration you require.
Another thing to consider is how easily you can add contacts and manage subscribers. Most email marketing tools allow you add contacts manually by uploading excel or CSV files, while some products import contacts directly from your Gmail or CRM software. Also, check how easily you can export contacts when leaving the service.
Managing email lists also means managing those who unsubscribe. Look for products that process any email unsubscribe requests timely. This helps avoid sending email newsletters to users who have opted out of your email campaign.
Another important consideration is the product’s ability to create and design emails. You’ll find products that come with a variety of pre-designed email templates, drag-and-drop email builders, and image libraries where you can store the company logo and other important photos.
Choosing the right email delivery features is also important. If you only need to send emails to a large group of contacts, you can choose any email marketing tool capable of sending mass emails. However, if you want to send automated email responses, look for a product with drip email delivery functionality. More advanced tools allow you to set auto-responders based on the recipient’s interaction with your company. For instance, you can send an automated email whenever someone makes a purchase or joins a subscriber list.
Some tools even allow you to segment contact's data based on demographic, purchase history and other factors; and then send a series of targeted emails to a certain group of customers. You’ll also find products that let you track results of your email campaigns.
|A/B Testing||Run split tests for websites, emails, ads and more by serving different versions of the content to different users.|
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Audience Targeting||Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.|
|Brand Management||Tracking and promotion features for one or more brands of products.|
|Calendar Management||Manage and update calendars for scheduling or consolidation of events across teams, departments or business functions.|
|Contact Management||Manage large amounts of personal or business contacts in a centralized system.|
|Contact Sharing||Share contacts across teams or platforms to give access to others or to migrate address books across different systems.|
|Conversion Tracking||Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.|
|Customer Management||Manage customer databases and/or track outstanding shipments, payments and more.|
|Dashboard||Dashboards are digital interfaces commonly used to visualise data or give quick access to important features and functions of online platforms. They often serve as an overview gateway in software applications.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Data Visualization||Data visualization features render a visual interpretation of data sets through the use of charts, infographics and other visual cues generally in form of a reporting dashboard.|
|Email Integration||Integration with email clients or providers to create and send emails as well as view received emails within an application.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Google Apps Integration||Integration with the G Suite, including Gmail, Google Docs, Google Sheets, Google Calendar, etc.|
|Lead Management||Manage business leads to improve sales outreach processes or stay on top of prospect inquiries.|
|Lead Scoring||Manually or automatically assign quality scores to business leads to target / segment sales outreach efforts.|
|Marketing Automation||Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Scheduling||Schedule tasks, resources, appointments, payments, communications, etc.|
|Social-Media Integration||Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.|
|Third-Party Plugins/Add-Ons||Offers additional features or integrations built by third-party developers in form of plugins or add-ons.|
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