The internet has completely changed the way business is done. Over the past decade, a number of new marketing platforms have emerged but most marketers agree that e-mail marketing has stood the test of time regarding generation of leads, conversion rates and building customer relationships. It still remains one of the cheapest and most effective marketing tools. (Find out how)
Due to its high effectiveness, there are a number of software options available today to take advantage of the various aspects of e-mail marketing. In the article below, you will learn about some of the most important features you should consider while choosing autoresponders and email marketing tools.
A Good Visual Editor
The visual editor of the software should come with built-in photo editing, drag-and-drop functionality, responsive design, pre-designed templates and it should allow you to include your own CSS or HTML form. Visual styling is extremely important in e-mail marketing and a rich visual editor will allow you to maintain consistent design every time you send an e-mail. Also, you won’t need to design each campaign from scratch and the emails will look great on desktops as well as mobile devices.
Targeted e-mail marketing campaigns deliver much higher value in terms of conversion rate as one size fits all approach doesn’t work with this type of marketing. The subscribers need to be divided into various segments depending on a variety of factors such as purchase behavior, subscription message data, geolocation, click through, engagement and type of browser, among other things.
An advanced marketing tool will allow you to categories your subscribers into various segments which in turn will allow you to send highly targeted e-mails to various segments. Targeted e-mail campaigns are over 200% more successful as compared to untargeted e-mail campaigns. (Find out how)
An autoresponder is one of the many tools used by businesses. All marketing tools should feed in to each other to deliver higher value. Most businesses use customer relationship management systems for managing client relationships and it is important that the e-mail marketing software integrates with the CRM system.
It will allow you to take your sales and marketing to the next level. CRM integration will allow you to update data in real-time and you will also discover rich additional data such as pain points, competitive information as well as demographics.
The software that you use to send emails should comply with the CAN-SPAM rules for optimization of e-mail deliverability as well as for maintaining the reputation of your business. Tools with this feature analyze the content and offer insights on presence of broken links, too many links, probability of message being blocked by spam filters and various other such things. Many solutions also give it a rating on the likelihood of the message being labeled as spam by ISPs.
The key to successful marketing campaigns lies in the useful data generated by the campaign. A good marketing tool should offer you a detailed overview of your marketing campaign with the help of various metrics. With an autoresponder, you should get insights on:
- Whether subscribers are using desktop or mobile to read the e-mails
- Time spent on reading e-mail page
- Heat map to determine content of the e-mail clicked by the subscribers
- Deliverability rates
All these metrics allow you to optimize your campaigns going forward and help you in improving your results with time.
Email marketing tools should be chosen with the goal of getting real business value instead of choosing one the basis of features and price. Software features should work in tandem to deliver successful e-mail marketing campaigns. You should also take a look at the scalability of the solution to make sure it can grow with your business. (Get emails done for you.)