If you were to choose between two or three different models of smartphones, you could narrow it down to one in less than a day. However, how do you select something from hundreds of options, especially when it comes to software that could make or break your business goals?
With 251 different email marketing software solutions, picking the right one is not going to be easy. Besides, what may seem like a best email marketing software to your competition may not suit your business needs. A choice of this sort is more subjective than a generic one. Hence, you need to consider the critical factors that govern the selection of the right software to meet your business objectives.
Key Factors While Selecting a Software
- Cost: You can find software ranging from $9 to $999. So, why choose one that costs you $600 when you can get the work done for just $300?
- Accessibility: Check its user-friendliness. Investing in a software that is not easy to use but is more of a hassle is not worth investing at all.
- Reviews: Study the overall feedback. Consider both the positives and negatives by reviewing user comments available on official websites, review sites, and social networking platforms.
Picking the right software will only help you with your marketing goals. Thus, here are some important points to consider while choosing the best software from the myriad of email marketing platforms available.
Major Considerations to Evaluate
1. All-In-One Solution
Today, you need a multi-tasker and not a standalone solution. Similarly, with email marketing software, you need something that will integrate all your email services and at the same time, fit perfectly well with your marketing strategy. This way, you can avoid data isolation and fragmented communications. Instead, you can focus on better customer engagement.
2. Multi Campaigner
Check if the provider offers the necessary email campaign volumes required to meet your business objectives. Some of the essential ones include e-Newsletters custom-made for each individual; Welcome Series to engage a first-time user; Abandoned Cart emails to reconnect with the almost-lost customers; Automated Trigger Emails and re-engagement emails post-purchase or recent browsing activity respectively.
Most importantly, your campaigns need to work in tandem so that it pulls customer data and sends out sequential emails to improve engagement.
3. Enhanced Customer Experience
Although your goal is to increase conversions through emails, the experiences that you provide must matter more. Understanding customer needs by mapping customer preferences and creating personal experiences through meaningful email interactions will only boost your email marketing campaign.
4. Segmentation & Personalization
Segmentation attracts more customers through hyper-targeted emails. On the other hand, personalized emails deliver six times the transaction rate compared to non-personalized emails. Therefore, dividing subscribers based on gender, age group, shared interests, and best-suited products and services will result in more conversions. Also, personalizing the email content to match consumer behavior and preferences is sure to bring success, which is achievable only with the help of technology.
5. Static vs. Dynamic Content
Look for software that can introduce real-time content to the email. Dynamic content shows your audience that you pay attention to how, when, and where they view their mails. For instance, emails with countdown timers, live inventory status, or recent news updates interest buyers more than static or passé content.
6. High Deliverability
It doesn’t matter if you send well-designed emails, only to realize that the mail hasn’t even reached the inbox of your audience. Hence, deliverability is about clearing the path from your outbox to the customers’ inbox without any roadblocks. Therefore, collaborating with a provider that can help you achieve deliverability so that your campaign reaches the target group is crucial.
For this, you will need to identify suitable KPIs such as bounces, clicks, opens, unsubscribes, and complaints. You will also need to check if the provider offers dedicated IPs or shared IPs. Equally important is that you need to find out if you will be notified of deliverability issues.
7. Testing, Analytics & Automation
A good email marketing software will allow you to test different parameters, including your subject lines, messaging, images, send times, message length, and more. A/B testing provides information about what works for your customers, which in turn can be used to create successful emails.
Moreover, powerful software must be capable of understanding customer click-to-open rates and overall engagement rates by analyzing data strategically. This information should then be translated into actionable insights to improve performance, which will be displayed on your dashboard.
Besides this, opting for automated email campaigns such as making a purchase or signing up for newsletters will result in a 50% higher conversion. What’s more, is the use of artificial intelligence to optimize send-time and enhance content placement
8. Support System & Team Performance
Partner with a provider that offers the kind of support you anticipate, including the right help and communication to achieve your email marketing goals.
Most importantly, assessing if the software will help improve the team’s efficiency is essential. You need to select a platform that will support your team in DIY marketing techniques with the help of simple coding and easy-to-build templates. Hence, the interface, drag-and-drop features, builders, customizable templates, and scheduling process must all contribute to creating the perfect campaign design, flow, and content.
Another crucial aspect to analyze is whether the current software will become outdated in a couple of months or near future. Investing thousands of dollars on your email marketing software that is bound to become obsolete in a short time is a waste of money. Hence, check if the software can support one-click buying experience, animated content (both images and videos), mail-able microsites, continuous upgrades, and other innovative modules.
Thus, pick software that best suits your business based on the different features and competencies that you can use to execute your marketing strategy and meet your sales goals.