Email marketing is one of the most effective ways to communicate with consumers and establish a brand, and it remains a useful tool even in today’s digital world. Unfortunately, email marketing is also among the most complicated marketing tasks, requiring marketers to have a good understanding of email marketing software, metrics, and analytics.
While there are plenty of email marketing tools available to entrepreneurs and marketers, not all of them are fit for every business. That’s why it’s important to do your research before selecting an email marketing platform. In this article, we will discuss the essential elements you need to know before choosing an email marketing solution.
What Is Email Marketing Software?
Email marketing software, or EM software for short, is a tool used to send targeted email campaigns to specific groups of people. Think of it as a fancy tool for sending out mass emails. While you could technically use almost any email service to send out automated messages, with EM software, you can take full advantage of all the features offered and never run out of email storage.
When choosing EMS software, you should first decide whether you want to use a hosted solution or a self-hosted solution.
A hosted solution provides you with all the tools you need to build and send out your emails, and the service itself handles all the tech-stuff, such as handling the delivery and storing your emails for you. With a hosted solution, you don’t need to worry about storage space or bandwidth since everything is taken care of for you. The only downside is that you have to share your account with the company that provides the service, so if you run into any problems, you’re typically out of luck since the company isn’t going to be able to help you.
A self-hosted solution on the other hand, gives you complete control over your email marketing and storage. With this option, you have to install and maintain the software on your own computer. This means you’ll need to have at least a basic understanding of web design, computer programming, and email marketing. However, this solution gives you the best combination of reliability and flexibility, since you have full control over every aspect of your business, including your emails.
Why Is Email Marketing Important?
If you’re reading this, you’re probably wondering why email marketing is so important, so let’s dive into that. Email marketing is an essential tool in any marketer’s arsenal, and it continues to grow in importance every year. Here are the reasons.
- Increasingly, consumers prefer to receive marketing communications via email.
- Email marketing is a quick and easy way to communicate with customers.
- Email is a versatile marketing tool that allows marketers to target the right audience and engage with them in a manner that suits the purpose of the campaign.
- Email marketing is a cost-effective way to reach audiences, getting paid less per email than many other traditional marketing methods.
So, as you can see, there are a variety of advantages to email marketing. When selecting an email marketing platform, make sure that your solution is able to provide you with all of these benefits.
The Differences Between Desktop and Mobile Email
When it comes to email marketing, you’ll typically see two type of emails:
- The first is the automated email. These are essentially pre-written emails that are sent out to certain groups of people. The most popular type of automated email is the welcome series. These are emails that you’ll want to send out to introduce yourself to a new subscriber.
- The second type of email is the mobile email (also known as the SMS email). These are simple text emails that can only contain a limited amount of information. They were initially designed to be easy to send and read on a smaller display size.
Desktop emails are typically viewed on desktop or laptop computers, while mobile emails are viewed on mobile devices, like phones and tablets. The good thing about mobile emails is that they are
- Able to be sent to a large audience quickly and easily
- Able to be interactive, allowing brands to engage with customers via short replies or calls to action
So, if you’re sending out automated emails, make sure that your software can handle both types of emails so that you don’t have to go out and change the email template for mobile devices.
Choosing The Right Delivery Method For Your Emails
When selecting an email marketing platform, you’ll have to decide what type of delivery method you want to use for your emails. In general, marketers prefer to use either the
- Active mail-list
- Social media platforms like Facebook and Twitter
- And finally, email
SMS, or text messaging, is a popular method of email delivery. With SMS, your message will be delivered as a text message. Most major cell phone providers, including AT&T, Sprint, and Verizon Wireless, allow for SMS messaging to be delivered to virtually all phones. It’s a great way to get your message out to a massive audience quickly and inexpensively.
Choosing A Hosted Or Self-Hosted Solution
As we mentioned above, there are two types of email solutions: hosted and self-hosted. A hosted solution provides you with all the tools you need to build and send out your emails, and the service itself handles all the tech-stuff, such as handling the delivery and storing your emails for you. With a hosted solution, you don’t need to worry about storage space or bandwidth since everything is taken care of for you. The only downside is that you have to share your account with the company that provides the service, so if you run into any problems, you’re typically out of luck since the company isn’t going to be able to help you.
A self-hosted solution on the other hand, gives you complete control over your email marketing and storage. With this option, you have to install and maintain the software on your own computer. This means you’ll need to have at least a basic understanding of web design, computer programming, and email marketing.
Deciding which type of solution to use is pretty simple. You’ll just have to decide whether you want to go with a hosted or a self-hosted solution. If you don’t have the time or the expertise to set up and manage your email marketing on your own, then a hosted solution may be the right fit for you. Otherwise, a self-hosted solution offers you the flexibility to do it yourself, without having to worry about bandwidth or storage space constraints.
What Is A Good Email Subject Line?
When creating email campaigns, you have to think about the
subject line. Knowing what makes for a good subject line is easier said than done, but you have to consider how the recipient is going to react when they see it. Here are some general guidelines for creating an effective email subject line:
- Avoid using more than 6 words in the subject line
- Use a mixture of upper and lower case letters
- Don’t use punctuation or full sentences
- Use a call to action (such as “Learn more” or “Shop now”)
- Include a verb (such as “See”, “Find”, or “Purchase”)
- End with a question mark
Basic Email Marketing Metrics
While not all email marketers are data-driven, you’ll typically see two types of data:
- Open- and click-through rates
- Reactions to direct messages (DM’s)
The first metric, open- and click-through rates, are popular because they’re simple to understand and easy to track. Let’s say you’re sending out a promotional email with a link in it. The open and click-through rates are basically the percentage of subscribers who have opened and/or clicked on the email link, respectively.