How to Compare Email Marketing Services

With so many email marketing services available, it can be hard to determine which one is right for your business. But with so much competition, you need to make sure you’re doing your due diligence before signing on the dotted line. Here we’re going to run down the top things you need to consider when comparing email marketing services so you can make the right decision for your business.

Features

Just like any other product or service, different companies may offer different features. These are the things that make up the core functionality of the service. For example, does the service offer A/B testing, split testing, or co-registration? Are they offering discounts for large groups, or do they have a loyalty program? Do they offer free newsletters? These are all important things to consider because you’ll want to ensure that the service you’re considering offers the right features for your business.

Interface

The user interface is how you access the features of the service – whether you’re setting up an email campaign, viewing marketing reports, or making a purchase. The more simple and straightforward the better – your customers will thank you for it. When choosing an email marketing software, make sure the look and feel of the platform is clean and simple. You don’t want to dive into a complex dashboard if you’re new to the platform. You can always upgrade to a premium account if you need to see more features or dashboard interactions in the future.

Billing

Billing is how you’re going to be charged for using the service. There are two main considerations here – how are you going to be charged and what are the fees? Just like with any other product or service, you’ll want to make sure the cost of the email marketing service you’re considering is within your budget. But you’ll also want to make sure that the fees they charge are reasonable – otherwise, you’re better off paying up front for a service that you think is worth it. Consider the pricing strategy for each service you’re researching, as some companies may offer special discounts if you pay annually rather than monthly.

Reporting

The amount of data you can access about your marketing efforts is one of the most important metrics to consider. Does the service offer basic SEO tools, like traffic analytics, to give you an idea of how readers are finding your content? What about email open-rates and click-through rates? How about the ability to track the performance of specific emails? These are all important metrics to consider because you’ll want to be sure that you’re not sending emails to your audience that are going unnoticed or unengaged.

Customizability

Another important factor to consider when comparing email marketing services is how easy it is to tailor the platform to your needs. While you want to make sure that the service you’re considering is user-friendly, you also don’t want to have to dive into a complex setup just to use a feature that you need. Instead of creating custom reports, seeing the underlying data is usually sufficient for many businesses. If you’re looking for a marketing platform that can be easily customized, take into consideration how much functionality you need and how much time it is going to take to learn how to use the tool effectively. Think of the trial and error process you’ll go through before finding your groove and beating you into submission.

Security

The last thing you want is hackers getting into your email account and leaking your sensitive information. Just like any other product or service, there are risks involved with any digital asset you send through the mail. When comparing email marketing services, you want to make sure that the platform you’re considering is secure. Look for a company with A+ rating from the SRI or SOC (Sectors of Cyber Risk). Just like any other product or service, there’s always the risk of falling victim to a cyber attack – but that’s a risk you want to take into consideration when choosing an email marketing platform. Remember, the most important thing is that you don’t want to put your company at risk by choosing an unsecure option.

In this article, we walked you through the 10 important things to consider when comparing email marketing services. Before you choose one, you need to make sure that the platform you’re considering is up to date with the latest trends and offers everything you need to grow your business. For more information on how to choose a marketing tool, check out this article from BrightEdge.

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