If you’re reading this, I assume you’re either searching for or have found an online email marketing software (OME) to manage your campaigns. Now that you’ve made the smart choice and invested in the tools to grow your business, it’s time to figure out how to best take advantage of the platform you’ve decided to use. Below, you’ll discover 5 key features you need to consider when selecting a marketing automation tool to grow your business. Let’s get started.
Features That Matter Most
When selecting a marketing automation tool, you have a number of features to consider. At the end of the day, you don’t want to invest in a tool that doesn’t do what you need it to do. Before you begin your search, make sure to consider the following:
1. Attract, Retain, And Grow Customers Using Video.
While text messages remain important, video is becoming an essential part of our digital landscape. In fact, according to HubSpot Blogs’ research, 85% of consumers have watched video content (i.e., commercials, product demos, unboxings, etc.) online. And 66% of consumers have watched video content on their mobile phones or tablets.
With video comes a variety of advantages. For example, videos provide an easy-to-access visual representation of an product, service, or idea. Additionally, videos allow consumers to “try before they buy,” gaining valuable information about a product or service that they might not have been exposed to before.
Because videos can be accessed easily on any device, you have the opportunity to reach potential customers where they are. In other words, you can target customers based on what device they use to access the internet.) To take advantage of this, look for an OME that offers video content in the layouts you choose for your campaigns. Not only will this make your content more accessible to your audience, but it will also help drive up engagement and interest in your brand.
2. Build An Email List.
Once you have a small audience, you can begin to build an email list. With an email list, you can send regular informative emails regarding upcoming events or promotions, new products or service offerings, etc. To start building your email list, you can use several tactics, such as;
- Product reviews,
- Video tutorials,
- And the list goes on.
However, regardless of which tactics you choose, make sure that you build a list of qualified leads that want to hear from you. To do this, you must ensure that your email list contains only people who are interested in your product or service. To find out if someone is interested in your product or service, you can ask them directly, or, if you’d like to ensure you’re sending relevant content to your audience, you can use behavioral email marketing (BEM) tools to gather specific email addresses based on what they’ve previously shown an interest in.
3. Customize Your Content.
With a variety of templates to choose from, you have the opportunity to create unique and customized content for your campaigns. The better the fit between your content and the platform, the more effective your campaigns will be. For instance, if you use blog posts for your content, you might want to consider using the Blogger platform to create it. But if you have a need for eBooks or online magazines, you can use the Amazon Kindle or Simplenote platforms, respectively.
Think of your content as a virtual billboard. With a little bit of work, you can have a very accurate and specific message tailored to a particular audience. And more importantly, you can track the effectiveness of your campaigns across multiple platforms and channels. To take advantage of this, look for an OME that offers a content editor, so you can quickly create and format content as needed.
4. Measure The Results Of Your Campaigns.
One of the most effective ways to improve your marketing is to measure the results of your efforts. In other words, you want to be able to track the effectiveness of your campaigns to determine whether or not they were a success. Fortunately, many marketing automation tools allow you to track the results of your campaigns. This is generally done through analytics tools, which can be integrated directly into the tool.
Some of the most popular and effective measurement tools include:
- A/B testing,
- Conversion tracking,
- Form submissions,
- And the list goes on.
These tools can be very useful for identifying the content that is performing best, as well as the content that needs to be changed or replaced. If you’ve decided to use video content in your campaigns, you may find that certain videos are performing better than expected, while others don’t meet your needs at all. With the click of a button, you can split test video content to quickly and easily determine which versions are most effective. Plus, you can use conversion tracking to see exactly which elements of your videos drive the most traffic to your offer.
The better an integration with a variety of platforms and services, the more effective your marketing will be. As we’ve already established, you can use several tactics to build your email list, but make sure to integrate your efforts across various platforms and services to maximize your results. Fortunately, most modern marketing automation tools integrate with a variety of platforms and services, making the process simple.
To take advantage of this, look for an email marketing platform that can integrate with a variety of tools and services, including:
- Web content management systems (CMS),
- Social media management tools,
- Quiet email marketing platforms,
- And the list goes on.
The better your integration with a variety of platforms and services, the more effectively you can market your product or service. If you’ve decided to use video content in your campaigns, make sure that the platforms you select offer the ability to integrate video directly into your blogs and websites. Additionally, make sure to look for a tool that has the ability to link to external websites, as this will help drive traffic back to your website after they’ve watched the video content.
When selecting a marketing automation tool to manage your email campaigns, make sure to consider the features outlined above. In other words, look for a tool that has the ability to attract, retain, and grow customers using video, as well as the ability to integrate with various platforms and services.