Best Email Marketing Software for 2018

Email marketing is a technique used to connect with customers, stay top of mind, and create awareness of a brand or product. When executed correctly, email marketing can be extremely effective. It’s a technique that works online as well as offline, and provides a variety of platforms that allow you to connect with potential customers and grow a following.

Features To Look Out For

As with any other sophisticated piece of marketing software, you’ll want to look for the following features if you’re planning on subscribing to email marketing software:

  • Multiple Email Campaigns – having more than one campaign is often the key to effective email marketing. If you’re just starting out, it’s recommended that you try and build up a library of campaigns that you can then switch between. This allows you to test different messaging, offers, and styles, and find what works best for your audience. It also allows you to personalise the delivery of your message to each prospect, which is more effective than blasting out a generic email.
  • Automatable Content – one of the benefits of digital marketing is that you can always keep up with the times and stay abreast of what’s trending. With automated content generation, your copywriter can produce fresh, engaging material on an ongoing basis. This ensures that your campaigns always stay fresh and that your messages stay topical.
  • A/B testing – if you’ve ever tried to market a product or service online, you’ll know that content that achieves the best results tends to be the result of a mixture of old and new, tested and untested components. Email marketing software allows you to rapidly experiment with different combinations of offers, subject lines, and delivery strategies, to name just a few.
  • Customer Segmentation – with a bit of experimentation, you can use email marketing software to pinpoint the segments of your audience that are the most receptive to your offers. The segmentation features within the tool can help you identify the type of person you’re speaking to, their needs, interests, and digital behaviour. Armed with this information, you can refine your approach and significantly increase the effectiveness of your campaigns.
  • AI/Machine Learning – as the name suggests, artificial intelligence and machine learning are making their presence felt within the email marketing software market. The technologies are able to quickly process and learn from large amounts of data, which can help you make more effective marketing offers and campaigns.
  • Analytics & Reporting – similar to the other items on this list, measuring the success of your email marketing campaigns and optimizing future efforts is significantly easier with a tool that features robust analytics and reporting features.
  • Dynamic Content – if you have a blog or website, you’ll know that producing content on an ongoing basis is both time consuming and expensive. Using dynamic content, you can significantly cut down the amount of content you need to produce, while still maintaining a regular stream of updates. This makes it much easier to keep up with the trends and keep your content fresh. Dynamic content is often incorporated into websites and blogs, but it can also be used independently in emails.
  • Multiple Languages – the concept of content localization has been around for long enough for you to know what it means. If you run an online business, you’ll know that there are numerous markets and regions that you can target. With email marketing software, you can produce content in multiple languages, using the same translation services, to ensure your messaging is as effective and appealing to your intended audience. This feature makes content localization much simpler and more cost effective.
  • Social Media Integration – with the rise of social media platforms such as Twitter and Facebook, it’s become relatively simple for businesses to connect with their customers and potential customers through social media. Some email marketing software tools incorporate social media features, which allow you to connect with your audience through platforms such as Twitter and Facebook. Using social media features within email marketing software allows you to stay connected with your audience, and see how your content is performing on social media platforms.

Why You Should Try Email Marketing Software

With any new marketing technique, there are always going to be pros and cons. Email marketing software is no exception, and if you’re looking for an easy way to get started, you should definitely try out some of the top tools on the market. Here are a few reasons why you might want to try email marketing software:

  • Cost Effective – if you want to keep up with the latest trends and stay ahead of the competition, you’ll need to set up automated email campaigns on a regular basis. While it’s not always convenient to have someone else handle your marketing, an automated email service is a much more economical option.
  • Time-saving – the time it takes to write an email marketing campaign is far less than the time it takes to produce a high-quality web page or blog post. Even if you’re using pre-made content, the time it takes to produce an email is far less than the time it takes to produce a web page or blog post. This means you can spend more time focused on growing your business and less time on tedious marketing tasks.
  • Sophisticated – the cost of creating a high-quality web page or blog post is often prohibitive. Even if you have a team of people who are experienced marketers, it’s still going to take a lot of time and money to get those web pages and blogs finished. However, with an automated email marketing service, all you need is a compelling offer, a well-designed subject line, and a few choice words to get the ball rolling. From there, the software takes care of the rest.
  • Experimentation – the benefits of A/B testing and dynamic content marketing are well documented. By regularly experimenting with different variations of offers and subject lines, you can significantly increase the amount of conversions from an email marketing campaign. You can also use the tool to quickly test and learn from different demographics and user segments.
  • Data Visualization & Analysis – looking at the data that’s generated by your email marketing software is crucial to effectively using the tool. Without good analysis and visualization tools, it’s very difficult to derive true marketing value from your data. Fortunately, many top-notch email marketing software packages offer quite a bit of analysis and visualization tools. This makes it much easier to see how your efforts, both in and out of the tool, are performing.
  • Tracking & Analytics – measuring the success of your email marketing campaign and figuring out what’s working and what needs to be changed is significantly easier with a tool that features robust analytics and tracking capabilities. Even getting a basic sense of how many people click on a link, how many people open an email, and how many people actually convert to a lead or a sale, is enough to give you a good indication of the effectiveness of your email campaign.
  • Multiple Platforms – the platforms on which you’ll want to run your email marketing efforts are numerous, and it’s a good idea to have a tool that can operate on multiple platforms. As a business owner or marketer, it’s crucial that you have a tool that can operate on all the various internet-enabled devices and operating systems:
    • Desktop
    • Tablet
    • Laptop
    • Smart Phone
    • Xbox
    • Google Home
    • Amazon Alexa

    To make sure that your content is appearing where your audience is, you’ll need to check the platforms on which they are visiting (or, in some cases, searching). This is where multiple platforms and the capability of the email marketing software to work on all of them comes in handy. If you’re running separate campaigns on various platforms, you can cross-check the results and determine the effectiveness of each campaign, individually, and as a whole.

    Final Takeaway

    To succeed in today’s digital world, you need a digital marketing strategy that fits your budget and allows you to experiment with different techniques and platforms. Email marketing software is a great tool for any marketer who is wanting to stay connected with their audience and test out new ideas and strategies. With a little bit of effort, you can significantly cut down the costs and increase the effectiveness of your email marketing campaigns.

Scroll to Top