Email Marketing Software

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...


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What is Email Marketing Software?

Email marketing software is a platform that helps businesses create and execute email campaigns successfully. The software helps businesses through different phases of an email campaign such as building or growing email subscriber lists, segmenting subscribers based on the target audience 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.

Email marketing solutions are designed to help you nurture your leads by ensuring that your brand, message and your services remain prominent to email subscribers. Most solutions offer analytics and features that help you analyze and gauge how successful your campaigns have been.

Most solutions are designed to improve efficiency and productivity through marketing automation tools. It automates a number of everyday tasks in the email marketing process, making work more efficient and productive.

Some other factors to consider when choosing email marketing software include ease of use, CRM integration, an inbox preview and personalization capabilities.

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Types Of Email Marketing Software

When choosing the right email software for your business, it’s important to consider the features you require, what the software will be used for and the scalability that is required from the software. The software can be used in two different ways, either locally hosted on existing infrastructure or deployed as a cloud-based service.

Most providers of this software will offer a subscription-based service, often known as a SaaS solution, with different price tiers ranging in features and sizes available for businesses to choose from.

The most efficient way to classify the different types of email marketing tools available is to group them based on how they are being employed by the business.

Promotional and direct sales email

One of the most common uses of email marketing software is direct sales or promotional email, which is designed to promote an offer to a specific group of customers. Promotional emails can be sent to email lists or certain email addresses in a target audience.

You can use the email marketing platform to create the campaign using email builders and the available email templates. The software will come with tools to assist with monitoring the effectiveness of your email campaign such as open rates, click-through rates and other important metrics.

Newsletter email

Businesses also use their email marketing solution as a communication platform for email newsletters. With the software, you can use templates to create and deliver quality content to your target audiences such as articles, tips, announcements and guides relating to your products, services and your industry in general.

These platforms are used to deliver engaging content that will increase your customers’ interest while adding value to your products and/or services.

Transactional email

There are also email marketing tools used by businesses to deliver a transactional email to various leads and prospective clients. This form of email marketing is often referred to as an opt-in phase. This is where the recipient has to agree for their email address to be added to your mailing list.

Several good examples of a transactional email include password reset requests, confirmation emails and email receipts. In such case scenarios, it’s the customers that initiate contact. Your email marketing solution can serve two functions here; an administrative tool as well as a marketing tool as you can incorporate existing email marketing campaigns into these.

Autoresponders and multi-tiered email

With this type of software, you will have the ability to send out multi-tiered emails based on the customer’s feedback or actions upon opening the email. Many email marketing solutions offer advanced features that let you map your primary email message to various paths. For example, one path may go to lead nurturing, while another directly to your shopping cart.

The marketing software will allow you to set specific triggers that will launch the autoresponder once initiated by the recipient/customer. For instance, when a customer signs up for a free trial of your service, clicks a download button or makes a purchase from your website, any of these actions may trigger the autoresponder to send out welcome messages or thank you emails. This will help improve customer experiences and promote engagement with your brand.


How To Choose Email Marketing Software

Choosing the right email marketing software largely depends on the marketing goals or objectives you’re trying to achieve. Many of the top-tier email marketing solutions available share quite similar features and capabilities, however, 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.

When choosing your software, you can choose between a cloud-based or locally hosted premise-based solution.

Cloud-based solutions can be accessed via a web app or mobile device and allow for greater flexibility when it comes to accessibility. They often come with the same features and functions as more expensive solutions but can offer less control due to being hosted by an external provider. However, Important maintenance is handled by the service provider.

On-premise solutions will require you to host locally on existing infrastructure and do manual system updates and maintenance procedures by internal teams, but you will have more control over every aspect of your email marketing platform.

In terms of the packaging, email marketing systems may come as a stand-alone application that you can later integrate into your existing suite of marketing software apps or as a built-in feature of a CRM solution.

Some of the core features you need to look out for include:

Mailing list management solution

Mailing list management is one of the core foundations of any email marketing software. It is a feature that allows you to define and separate your contact list into smaller, more targeted groups based on the key metrics of your campaign. This way, you will be able to create a more specific email marketing campaign for each subgroup.

Some products in the market come with marketing automation tools that essentially automate the segmentation process based on demographics, geolocation, purchase history, autoresponder feedback and other useful metrics.

You should also have access to an A/B testing tool, through which you can send a variety of email sets to a small group of recipients to gain useful data and feedback on subject lines, email design and copy.

User-friendly email builder

One of the more important deciding factors when choosing email marketing software is ease-of-use, especially when it comes to creating professional-looking emails with engaging content. Some of the best email marketing solutions out there feature an editor with a clean user interface that’s easy to use and navigate.

Good email builders let you view the email as it is seen by the recipient before you launch a campaign. It should also feature drag-and-drop functionality to make the creation and editing process that much easier.

Other features you should expect from the email builder are built-in email templates, photo editing tools and responsive formatting. Custom layouts can be split-tested to find the best performing design, which can then be copied and reused for any future email marketing campaign.

Smart autoresponder tool

This is an important tool if you’re looking to refine your email marketing efforts. Marketing automation tools like autoresponders allow you to send targeted emails to a specific subgroup in your mailing list based on a variety of factors, including engagement level, demographic, interests and key metrics.

Autoresponders are also useful for drip email campaigns to help nurture leads, send out welcome or thank you messages to customers and for addressing client requests or answering queries. Some of its advanced features include automation for scheduling emails, sorting recipients, sending multi-tiered messages to customers based on specific triggers and for funneling promising leads into your sales pipeline.

Social media integration capabilities

An email marketing platform with social media integration means you can easily integrate your Twitter, Instagram, Facebook and LinkedIn pages with the marketing software, thus expanding your market reach with relative ease.

You can use the software solution to invite customers in your mailing list to like your social pages. You can also leverage your social following to opt-in your email subscription in exchange for a few incentives.

Some other factors to consider when choosing email marketing software include ease of use, CRM integration, inbox preview, and personalization capabilities.


Benefits Of Using Email Marketing Software

Email marketing software is used in a variety of ways by businesses, organizations and marketing professionals and provides benefits when used effectively to conduct email campaigns.

Boost customer loyalty and increase brand recognition

Using an email marketing solution means that you can be in constant contact with your target audience and customer base, ensuring that they stay connected with the brand and your business at all stages of their customer journey.

Nurturing a strong connection between your brand and customers is very important and through the effective use of the software, increases in customer loyalty and brand engagement should be expected.

Customization features

An email marketing solution allows you to deliver personalized messages to your target audience and tailor your message to a particular message that you’re trying to portray. This can help increase open rates, click-through rates and the overall performance of your email marketing campaign.

The software solution also allows you to address each recipient by name, enter personalized subject lines to increase interest, add loyalty reward information to the message, reference any membership milestones and even include previously browsed products to try to entice them to take that final step into making the purchase.

Monitoring and tracking tools

Email marketing solutions give you the ability to efficiently monitor campaigns through smart analytics and reporting. Having the right tools to build and launch an email marketing campaign is great, but you also need an effective solution to properly monitor its performance so you can make the necessary improvements to maximize results.

Email marketing software can help you develop email campaigns and help you manage every step of the process more efficiently. The solution simplifies every aspect of email marketing and when used effectively can increase open rates, conversions and engagement with your campaigns.


Common Features of Email Marketing

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.

Latest User Reviews of Email Marketing Products

HubSpot
Abby Sandbach
29 Jul 2020
"Best Support Around"

When I first started using Hubspot, my old employer didn't pay for any training. Fortunately, Hubspot is easy to teach yourself and ...

KDMARC
Swati Dubey
10 Aug 2020
"Improved the outbound email flow"

We used KDMARC, a product by Kratikal, to increase the email deliverability rate. I found features of the product better than its co...

KDMARC
Amit Anand
10 Aug 2020
"Reduces email spoofing"

I found features of the product better than its competitors. One of them was Smart SPF and the other one is the Smart DMARC. These h...

KDMARC
Muhammad Fahad
10 Aug 2020
"Increases the email deliverability rate"

After detailed study of similar products out in the market, we found that this tool can help in managing unlimited number of domains...


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