Marketing, particularly in todays digital world, is constantly evolving.
The minute we feel happy and confident with our strategy, the goalposts move as a new technique, platform or a change in algorithm emerges.
One marketing strategy, however, has stood the test of time and continues to prove its worth despite the changing landscape. That strategy is email marketing. Despite the rise of social media, chat apps, and other channels, email marketing remains a cornerstone for businesses looking to connect with their audience and customers.
We know what you’re thinking: emails are annoying
You get too many of them and any that arrive in your inbox that you weren’t expecting are just more you have to delete.
But the right sort of email with a well-targeted message can still pique your interest, right?
It’s the same for your customers. Sure, they’ll probably see a lot more ads on social media, but a well-researched email marketing campaign can reach the parts others don’t…
And that’s because one of the key strengths of email marketing is its capacity for direct communication with an audience. When someone subscribes to your email newsletter or agrees to receive marketing emails, it provides a unique opportunity for engagement. Done right, the personal touch that comes with the right kind of email marketing message allows a better sense of connection. Businesses can tailor their messages to very specific audience segments, making communication feel less broadcast and more relevant to the reader.
The key to achieving this is to take care not to make your audience feel like they’re just part of your corporate sausage machine. Between sending emails one at a time to each of your customers, and sending the same email to all customers at once, there is a sweet spot. That can be achieved with a little effort and the right service.
So in the interests of getting the best value for you, we’re doing some research to find the top contenders in email marketing for running a customer-centric targeted campaign.
what are the key features to look for when choosing a solution for your email marketing?
Choosing the right email marketing software can make a huge difference in the effectiveness of your campaigns. Here are some key features to consider:
Essential:
- Email list management
This lets you store and manage your contact information, including segmentation based on demographics, interests, or behavior. Look for features like import/export, suppression lists, and unsubscribe management. - Drag-and-drop editor
A user-friendly editor that allows you to design visually appealing emails without needing to code. Also useful are pre-designed templates, image editing tools, and mobile-responsive design (really important your emails look good on phones and tablets!). - Personalisation
Dynamically adjust content based on individual subscribers. Include their names, past purchase history, or preferences to make emails more relevant and engaging. - Automation
Automate email sequences triggered by specific actions, like welcome emails after signup or purchase confirmation emails. Some platforms offer advanced workflows with branching logic for different scenarios. - Analytics and reporting
Track key metrics like open rates, click-through rates, and unsubscribe rates to measure campaign performance and identify areas for improvement. Another really useful feature is A/B testing, which allows you to compare different versions of your emails and see which one performs better.
Additional Features to Consider:
- CRM integration
Integrate with your existing CRM system to sync data and personalise emails based on customer information. - Landing page builder
Create custom landing pages to capture leads or promote specific offers within your email campaigns. - Form builder
Build signup forms or surveys to collect data from your audience and segment your email list. - Social media integration
Share your email campaigns on social media platforms and track engagement. - Spam compliance tools
Ensure your emails meet CAN-SPAM regulations and avoid landing in spam folders. And make sure you stay on the right side of privacy laws such as GDPR – send to people with legitimate interest in what you’re sending to them and make sure they can opt out easily! - Scalability
Choose a platform that can grow with your business and handle increasing email volume without performance issues. - Support
Look for reliable customer support with multiple channels, like live chat, phone, or email, to get help when you need it.
We are in the process of testing a few of the highest-rated solutions available at the moment to see which ones are easiest to use and best value for money. If you’re interested, let’s have a chat and we can see which ones will be the best to meet your specific needs.
I hope this helps! Feel free to ask if you have any other questions.