Email marketing is one of the most effective ways to deliver marketing messages to customers. Not only does it enable you to target the right audience, but it also allows you to send the message at exactly the right time.
However, it’s not viable for every business. You need to have a reliable platform that can keep up with the ever-changing email marketing trends and offers enough flexibility to grow with your business.
A Brief History Of Email Marketing
Email marketing was first introduced in a marketing plan put forward by James Derry in 1924. The idea was to send out printed postcards to potential customers encouraging them to visit the company’s showrooms. The campaign was a great success and encouraged many businesses to follow suit.
Marketing emails didn’t become commonplace until after the Second World War. Prior to this, businesses tended to rely on printed material and radio advertisements to reach their target audience. During this time, computer scientists developed the technology that makes internet connections possible, which led to the Digital Revolution and the birth of the digital age.
Email marketing grew in popularity as businesses saw the potential to target the right audience, engage them, and convert them into paying customers. It’s estimated that businesses lose approximately £16 billion per year to spam.
Why Do I Need An Email Marketing Platform?
Aside from the obvious – sending out marketing emails to attract potential customers – you might also have other purposes in mind when designing your email marketing platform. Here are some of the most common reasons why you might want to set up a corporate email marketing strategy.
1. You want to make sure that customer emails are delivered promptly and that your employees are always communicating efficiently.
The majority of email marketing platforms offer some form of automatic reply or email confirmation service, which enables you to set up automated responses to commonly asked questions. For instance, if a potential customer emails you to ask when the product will be available for purchase, you can set up a reply explaining that it’s currently in stock but it will take several days to deliver the goods.
2. You want to be able to access your email marketing data.
Many companies struggle with keeping up with the ever-changing demands of their customers. It’s easy for marketers to lose sight of previous campaign details and performance metrics in the hustle and bustle of daily business. This is why many firms look to their email marketing platforms for help.
These platforms bring all of your past email marketing efforts into one place, allowing you to easily compare performance across different channels and customers and pinpoint the exact attributes that made a particular campaign successful.
3. You want to be able to send out custom emails to specific audiences.
If you’re looking to drive traffic to a specific landing page or offer, you can create a special campaign and send it out to only a particular group of people. More often than not, you will find specific email plugins for the services that you use, which means that it’s very easy to create custom emails and send them out to specific groups of customers.
For example, if you use SendinBlue to collect emails and you notice that a particular landing page isn’t converting well, you can create a special email campaign geared towards that particular group of people and send it out. Then, you can measure the effectiveness of that particular email campaign by comparing it to the previous email marketing strategy.
Top Considerations For An Email Marketing Platform
When choosing an email marketing platform, you need to look for a number of things, no matter what you intend to do with the platform. Here are some of the most important considerations to keep in mind.
The first and foremost consideration is scalability. You need a platform that can easily handle your growing business. There are three areas to look out for here:
- Processing power
The first thing to check for is bandwidth. Just because your business is growing doesn’t mean that your current internet provider will be able to handle the extra strain that your email marketing campaign is putting on their network. Make sure that they can handle high-volume emails without crashing.
Storage is another important consideration. Like bandwidth, storage is also measured in terms of how much space you have available. You don’t want to choose a storage service that limits the amount of space that you have available. You can also check out reviews of the various storage services available to see what type of impact these factors will have on your business. Ideally, you want to choose a storage service that offers unlimited storage and enough bandwidth to handle your email marketing campaigns successfully.
Last but not least, we have the processing power of your server. The processing power of your server determines how many emails you can send out per hour, per day and how quickly the system can respond to your emails. To put it simply, the faster your server can process information, the better. You can invest in a powerful server or purchase a faster one as and when needed.
2. User experience.
You’ve spent a considerable amount of time investing in your business, building up a brand, establishing yourself as an expert in your field, and acquiring customers. To keep them coming back for more, you want to ensure that the experience of using your email marketing platform is as positive as possible.
Your users will be playing a key role in this, so you need to ensure that every aspect of the user experience is positive. Choosing an email marketing platform that is user-friendly and familiar enough to existing customers will not only improve your conversion rates but also enable you to get the most out of your investment in creating the platform.
Another important factor to consider is the features that the platform provides. You want to buy a product that offers as many features as possible, enabling you to get the most out of your marketing efforts. Some of the features that you might want to look out for include:
- Marketing automation
- Template support
- Email design
- Single campaign structure
Marketing automation is one of the most important features to look out for if you want to keep track of all of the activities that take place within your email marketing platform. You don’t want to fill out separate sheets of paper to track the status of your marketing campaigns, as this will make it more difficult to keep track of everything.
Email design is also important, as you want to ensure that the emails that you send out are visually appealing and capture the attention of your reader. You can hire high-quality designers that can help you come up with the perfect look for your brand.
Segmentation allows you to target specific groups of customers based on a variety of factors, such as their interests, hobbies, lifestyle, age, and gender. Once you’ve established the parameters that you will use to segment your customers, you can choose to send out tailored emails based on their interests. For example, if you notice that a certain product is popular among men who like motorcycles, you can create an email campaign specifically tailored for this audience.
Single campaign structure is yet another feature that you should consider. It refers to the fact that most email marketing platforms enable you to manage all of your campaigns from a single dashboard. This makes it easy to keep track of the status of all of your campaigns and switch between them at will.
Choosing a CRM that integrates with your email marketing platform is also a good idea. This will allow you to easily track the progress of your marketing campaigns and manage them from one place. This is particularly useful if you’re looking to scale up your efforts or if you want to manage several campaigns simultaneously.
Last but not least, we have the cost. As a business owner, you are always looking for ways to save money. However, choosing an email marketing platform that is cheap is not advisable, as you will only be hurting your business in the long run. Instead, choose an option that is cost-effective but still offers enough flexibility to grow with your business.
Most companies that offer email marketing platforms charge a monthly fee, either as part of the package or as a separate line item. Be sure to budget for this cost, as it could end up being quite the investment. If you are looking to hire additional employees or bring on board some contractors, this will also be reflected in your budget.