Email marketing is so commonplace these days that thinking it's 'dead' and not worth trying is a common misconception. In fact, the idea that email marketing is dying out, and that your choice of email marketing software doesn't really matter are two of the biggest myths in the marketing world today.
The fact is that, when done right, email marketing can be extremely useful for your brand and should never be overlooked. And, the software and platform that you're using to send out your marketing emails and newsletters really does matter. You should find an option that works well for your brand and offers all the features that you need. So, what should you be looking for in an email marketing program?
#1. Ease of Use:
The last thing that you want is to be spending hours and hours creating marketing emails on a platform that's really tricky to use. Unless you're a coding wizard, you'll want to opt for something that allows you to easily create marketing emails that stand out from the crowd, whether it's a drag-and-drop option or easy email templates that you can customize to fit your brand and your message.
#2. Great Reviews:
Secondly, look for a platform that's been tried and tested by other users such as yourself. It's a good idea to ask your business contacts if they have any recommendations; ask what they are using right now and whether they think it is worth you investing in, or if they have used a program in the past that they think would be suitable for your needs. Use the internet to your advantage, too – you can find several third-party review sites where you'll find honest descriptions of various services. You can also read through informational articles from sites like PieSync comparing different programs such as Mailchimp vs. Sendgrid to get a better idea of what's going to work for you.
Price will play an important factor in your choice as you'll need to find a program that fits your budget, but don't let it all boil down to how much you're going to be paying. It's always better to spend all of your budget or even go over a little bit for the right platform that's going to get you the results that you want, rather than opting for the cheapest version just to save money and risking spending more in the long term to fix mistakes and problems.
Last but not least, consider the amount of manual work that you will actually have to do in order to get your emails created and sent out to the right people. The best email marketing programs offer tools for automating important tasks such as filtering through emails and creating a list, automatic email re-sending to people who didn't open it the first time, and removing the emails of people who've requested to be taken off the list. It's a good idea to also find a tool that can easily sync up to other programs that you use for CRM and more. Also, it's worthy to be mentioned that you need to be really careful with automation in social media, as algorithms are evolving day by day, as well as chances to get detected and blocked for TOS violation. Therefore, for testing purposes, to make sure that you're on the right path, you can buy a Linkedin account, as for example, and test the automation sequence on a dummy account, and keep your main account safe and sound by doing so.
Not all email marketing programs are created equally, so take some time to research and determine which is the best choice for your brand.
WRITTEN BYBrand Voices