Top 10 Email Marketing Software

In this article, we will discuss the top 10 email marketing software available today. We will cover everything from marketing automation, email capture and email template creation to analytics and reporting.

Marketing Automation

The term marketing automation implies using software to automate marketing tasks such as email marketing, lead nurturing and follow up email campaigns. Simply put, marketing automation helps businesses of all sizes and stages to market and communicate with a target audience without excessive human involvement. Marketing automation software can assist with various marketing tasks such as:

  • Creating marketing emails
  • Collecting leads and delivering emails
  • Segmentation and Targeting
  • Content publishing and distribution
  • Analysis and reporting
  • Tracking and measuring ROI
  • And more

Due to its extensive feature set, marketing automation software is suitable for medium and large businesses. Smaller businesses may find that simpler tools such as email marketing software or lead management software are all they need to get started.

Email Capture & Engagement

An important part of any marketing campaign is to ensure that your emails land in the inboxes of your target audience. To achieve this, you need to focus on two things; 1) nurturing your leads, and 2) engaging with your subscribers via email.

Nurturing your leads involves getting to know your subscribers on a personal level — something that can only be done through email. Once you’ve established a trusting relationship with your leads, you can start to provide value and encourage them to do business with you. This is the concept behind lead nurturing. To put it simply, lead nurturing allows you to build and grow your relationship with your leads using various methods such as;

  • Email Marketing
  • Social Media
  • Content Marketing
  • And more

The most effective way of nurturing your leads is by providing value through email. When individuals subscribe to your list, you can use that email address to send them valuable information. Perhaps you’ll send out an email every week with tips and advice on how to successfully market your business. Or perhaps you’ll share upcoming deals or discounts with your readers.

Value-adding content such as case studies, informative blog posts and more can help establish your business as a thought leader in your industry. It also helps prove to potential customers that you’re a responsible, reliable business that they can trust. Furthermore, by regularly sharing content with your subscribers, you can increase the chance of them coming back for more — something known as ‘triggered emailing’.

Email Template Design

An email template is a document or document template used to convey information to your leads and subscribers via email.

Email templates can be very useful when creating and sending out your marketing emails. As the name implies, templates give you pre-made content to work with. When you create an email template, you’re basically taking a document and stripping away all the extra decoration. The basic content — the part that provides the value — stays intact.

You might choose to use a template designed for legal agreements. Or perhaps you’ll use a template for invitations to exclusive events or showcases of your products. The choice is yours.

Designing your own email template from scratch may seem daunting, but this is actually a very beneficial exercise. When you design a template from scratch, you can ensure that the content is appropriate for your business — whether that’s a legal agreement or an email about product discounts. Moreover, you can add in designs such as a company logo or background imagery that not only makes it visually appealing but also helps establish your business’s identity. This is vital, as you’ll be using this document to pitch your products and services to potential customers. Therefore, you want to make sure that the content is easy to understand and memorable.

Analytics & Reporting

You can’t accurately determine the success of your marketing efforts without the proper analytics tools. Without them, you’ll be flying blind — making decisions based on inaccurate data and potentially wasting a lot of time and money. For this reason, most marketing automation solutions offer basic reporting features — allowing you to track how many people opened your emails, clicked on your calls-to-action or viewed your website.

However, for those that offer more advanced analytics tools, you can segment your traffic and analyze the performance of different aspects of your campaigns such as;

  • Email Marketing
  • Web Analytics
  • Social Analytics
  • Content Marketing
  • And more

The advantage of utilizing these advanced analytics tools is that you can narrow down the performance of different elements of your campaigns to find the most effective methods. For example, you may discover that displaying social media icons in your emails results in a 27% rise in click-throughs. Or perhaps you discover that short copies on your landing pages results in 20% more website visitors.

ROI (Return on Investment)

ROI is the abbreviation for’return on investment’ and it indicates the profit or loss generated by a particular marketing action. The key word is ‘particular’, as you need to measure the efficiency of each action on an individual basis. This is best accomplished by utilizing analytics tools that track the individual interactions of your leads with your marketing efforts. As a rule of thumb, calculate the ROI of your marketing activities at the end of each month or quarter.

With a clear idea of the ROI of your marketing activities, you can put into practice more effective strategies going forward. Moreover, learning from past mistakes is much easier when you have analytical tools to review your routines.

Overall Review

Finally, let’s review what we’ve discussed so far. We began with marketing automation to suggest that you use software to automate various marketing tasks. Then, we moved onto discuss email capture and engagement — both of which are vital parts of any marketing campaign. We then discussed designing email templates and utilizing analytics and reporting to properly assess the performance of your marketing campaigns.

Marketing automation can assist with various marketing tasks such as;

  • Creating marketing emails
  • Collecting leads and delivering emails
  • Segmentation and Targeting
  • Content publishing and distribution
  • Analysis and reporting
  • Tracking and measuring ROI
  • And more

Ultimately, when deciding which email marketing software to use, it’s important to weigh the features against your needs. As you discover which tool is the best match for your business, keep in mind these tips on how to effectively use email marketing software.

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