Choosing the Right Email Marketing Software for Your Company

Email marketing is well known for having a very high ROI - $44 for every $1 spent! It’s a fundamental piece of all successful company digital marketing strategies. Setting up a weekly company newsletter or email campaign, however, just isn’t enough. Technology has changed the way that companies interact and engage with their customers. Using software that allows for data to be collected and analyzed gives companies the power to leverage that data for a more personalized approach that delivers the right message at the right time.

We’ve looked at the key criteria to help connect your growing company to the most suitable platform.

4 factors to consider in your decision process

Factor #1: Apps and integration - Connecting your email marketing system to your CRM (Customer Relationship Management) software puts your hard work to use in developing and growing your audience. By integrating these systems, you can easily capture data, track engagement, demographics and more to help grow your company and send targeted emails.

Factor #2: Templates - Pre-made templates or an easy-to-use builder allows for drag-and-drop creations which require no coding knowledge. With these tools, you can put together an email in minutes. Research the type of templates offered and their drag-and-drop availability for perfectly curated emails.

Factor #3: Sign up forms - Evaluate the ease of creating, customizing and embedding email sign up forms on your website. This will help you develop an organic subscriber list and cut down on staff time spent uploading contact information. Through this, you will have the ability to reach even more potential customers.

Factor #4: Optimization - Desktop use is decreasing when it comes to reading emails, and mobile continues to dominate the space. People are more often checking their email inbox on the go. According to research, 62% of emails are opened on mobile devices. To increase your open and click-through rates, make sure that the email marketing services include mobile optimization capabilities.

Existing list size

When it comes to deciding which email marketing provider to use, take a look at your current subscriber list and email practices. This can help determine if you need an entry-level email service provider or an enterprise solution that can handle quick audience growth and high volumes of emails.

Most providers price based on audience size. Once your email list hits the top of the tier, you are moved to the next bracket. For example:

  • Up to 250 subscribers
  • Up to 10,000 subscribers
  • Up to 25,000 subscribers

In addition to audience size, you can select between a basic plan and a pro/premier plan that includes more features, reporting tools, multivariate testing to generate a bigger impact on your engagement, as well as compliance insights. Compliance insights help you scale the volume of emails in a way that ensures your emails are delivered, not captured by spam, and optimized for open and click rates. As your company grows, your volume of emails may also grow with it.

But, sending too many emails at one time can trigger spam filters to catch your emails instead. ISPs may also throttle the delivery of emails resulting in late delivery. If you are at this stage, an enterprise solution is fundamental to continued growth.

List segmentation capabilities

Tailoring your email list helps reach your customers at the specific stage they are in -- awareness, consideration, or decision. Generic emails that may or may not hit their particular interests reduce your overall success rate. The right email marketing software can help you fix that by tracking engagement activity in past emails, as well as allowing you to add additional information to create specific audience lists.

For example, you might segment by:

  • Location - Where do they live?
  • Email engagement - Which subscribers opened the most recent email campaign?
  • Website activity - Customers who recently added a particular item to their cart but did not checkout.

Testing requirements

Email services go beyond sending emails. You can not only reach subscribers in their own personal inbox, but you can learn about what’s effective and successful. What is your audience interested in? When do they read? Which imagery resonates with them more?

A/B testing allows you to do just that. You can test different CTAs (calls to action), images, subject lines, send times, messaging, and more. Once you get the results back from your first email test, you can refine your email with the winning element and send it out again.

Future considerations: Automation and workflow capabilities

In addition to making sure your email marketing software provider fits your needs and budget right now, take into consideration your potential needs a year from now (and beyond).

Beyond audience and customer growth, review your provider’s advanced tool offerings like automation and workflow. You’ll put all of that CRM data to use and create an even more personalized customer journey that requires little to no staff time, with the exception of setup.

These automated tools, triggered by a specific customer action, will work for you all year-round keeping your customers engaged and improving retention rates.

 A full-service email marketing agency will elevate your company to the next level. Bayshore Solutions can help your company by employing  the right tools and utilizing industry expertise to increase your bottom line. Every company has a different need and by understanding your goals and customers, Bayshore Solutions can tailor a solution that will show results.

Call (866) 352-4791 or email us at info@bayshoresolutions.com to discuss your needs and learn how we can facilitate growth.