How To Choose The Best Email Marketing Services
Often, we are asked how to choose the best email marketing service. That’s a fair question. Of course, we’re a bit biased so we thought we’d put together a guide that shows you exactly what to look for to help you make the right decision.
Once you’ve decided to start email marketing, the task is to determine how to choose the best email marketing service for your business. Here are eight key pointers in moving forward with your decision. They are:
The goal is to do more in less time. When looking at email marketing options, make sure you can quickly add customers to your list by adding a capture form to your website or blog. If you don’t have a website, you’ll want a way to effectively create and use capture pages.
You want to make sure you have a way to follow potential customers who fail to complete a purchase.
From there, when customers start showing you their purchase patterns, you want to make sure that you are sending their content and offers relevant to those purchase patterns.
You will initially spend some time creating content that is sent to each type of customer, but once that is done, the email service you choose will automatically run in the background.
You want to be able to create content that matches your branding and message The ability to create templates that can be saved for future newsletters, offers, etc. … is an important factor. Once you’ve designed your title, footer, and overall layout, you’ll want to be able to quickly select that template and reuse it for future marketing segments.
3. Customer management
Any email marketing service provider will allow you to save your customers’ details to make sending your newsletter easier. There are other features that a good email marketing tool can make it more appealing to a business owner.
From time to time, a user’s email may be temporarily unavailable but not permanently blocked. In the world of email technology, this is referred to as a “soft bounce”. A good system will be able to detect soft bounce from hard bounce. If an email becomes permanently unavailable, it should be flagged as a “hard bounce” and eventually removed from you without the need for manual intervention.
Similarly, users can simply decide that they no longer want to receive marketing emails from you. A good email marketing service will make it easier for customers to unsubscribe or update their preferences.
You want to be able to share with your customers based on the steps you take or avoid so that you can track your follow-up messages for maximum impact.
4. Compliance with regulations
Compliance with regulations is a big factor to consider. You will want to make sure that your chosen email marketing service complies with GDPR and CAN-SPAM laws.
It can be frustrating to take these very important considerations into your growing list of responsibilities as a business owner. Finding an email marketing service provider that can handle compliance from their perspective can be a great help.
The automation section above describes some ways in which marketing emails can be automatically sent to potential customers. Just start integrating email marketing tools with your website. Further integration with service providers such as form providers, CRM’s, calendaring / scheduling systems, etc … can make a huge difference as your business and marketing needs begin to scale.
Most of this integration is done through API and / or Zapier integration. The use of Zapier means that virtually anyone can set up a wide range of integrations without the need for technical skills or any kind of coding.
Whether you connect to an external analytics service such as the method used above, use an in-house number-crunching tool, or a combination of the two, analysis has become more important than ever.
You want to be able to know where your customers are coming from. You want to know your opening rate. You want to know your click-through rate. Make sure the email marketing service you choose has this information available to you
No two businesses are identical. There is no “one size fits all” method for email marketing. The basics of email marketing are fairly universal. Your use of email marketing will vary based on your industry, your goals, and your results. Rest assured you will learn and your needs will change as your business grows.
You want to make sure you find an email marketing provider who can take care of your business both now and in the future.
Once you find an email marketing service that offers the above features, your next consideration will be pricing. How much do you have to pay? Many service providers charge you more as your list grows. TrafficWave.net follows a flat rate pricing model that stays level regardless of your list size. We even offer you a free 30 day trial so you can test all these powerful features before making any financial commitment.
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