In a world where we have various channels of Marketing, Email marketing finds a way to stand out as the most effective form of marketing.
With an ROI of about $38 for every dollar spent, Email marketing has earned its place in the must-have toolbox of every marketer.
If you already know how effective email marketing is, you should also be aware of the tasks and strategies involved in executing a good email marketing campaign. You also understand that you need to automate some of these tasks to optimize your email marketing campaign.
This automation helps you save time and resources you can harness for other productive endeavors. With this in mind, we are going to talk about email marketing and the email marketing tools you need to have to optimize your email campaigns.
Email Marketing
In simple terms, email marketing is sending out personalized promotional emails and messages to a large number of prospects or customers. Email marketing can be used to produce leads or sales. These emails typically contain some form of advertisement.
These emails are usually curated to coerce their receiver to make a specific decision. It might convince them to purchase or register for an event.
You can also use email marketing to educate customers and prospects on specific products and services. It is an ideal way to nurture leads till they become loyal customers.
As a marketer, ensure your emails are structured to be permissive. Additionally, keep in mind that you are a visitor to prospects’ inboxes. Your emails need to portray your understanding of this. Ensure your mannerisms are as polite as possible when sending out these emails.
Now that you have an idea of email marketing, you might still be wondering why it is so effective, especially in a world where Search engines and social media are expected to be prevalent. Let us help you understand why it’s easy to say email marketing reign supreme over these other forms of marketing.
Why is Email Marketing Efficient?
So, why is Email marketing more efficient and relevant in today’s marketing environment? First, you have to consider the user base of emails. Yes, many people are on social media platforms such as Facebook and Instagram, and people are also constantly making use of search engines, but not on the level of emails, at least not yet.
With a user base of a little over 4 billion, email marketing easily trumps most social media platforms. And beyond this ridiculous number, according to research, over 90% of email users check their emails daily.
As a marketer, it is almost impossible not to consider email marketing when you realize you have to meet your audience where they can be found.
Another reason it is efficient is because of the control it offers marketers. With email marketing, marketers are in control of their email list. Plus, they do not have to worry about constant algorithm changes and other processes to ensure their emails get to the customers.
You also have to consider the time it takes to execute most forms of marketing. For instance, content marketing must constantly create videos and other content forms to attract your audience. The process of creating this content can be time-consuming and tedious.
However, with the help of email marketing tools, you can automate most email marketing processes. Your campaign can continue while you focus on other aspects and strategies to generate more income.
This advantage of automation makes email marketing easier to implement, especially compared to its counterparts.
Speaking of Email Marketing tools, let us take a deeper look into that.
Email Marketing Tools
Marketers use these tools to create, test, analyze, optimize, and sometimes report email marketing campaigns.
An example of this is the Email Service Providers (ESP). With this type of email marketing tool, marketers compose emails relevant to customers and deliver personalized emails to specific customers and prospects to improve the relationship with these customers.
These tools typically integrate technology into the process to facilitate the execution of specific tasks. An example is the Campaign Monitor’s Salesforce which gives you access to crucial data and powers automated personalized emails.
This means the Salesforce tool will deliver emails to a specific number of prospects/customers at the right time. This is an example of the tools within the device.
When choosing an email marketing tool, you must ensure its features suit your company’s goals or marketing strategy. You do not want to spend money on a device with multiple features you can use.
With your knowledge of the types of marketing tools, now let us look at some actual examples of these tools. These tools all fall under one of the four Email Marketing tools we discussed earlier.
Mailchimp
Mailchimp is a leading name in email marketing. They have a free plan that offers scheduling and email composing services. It also has a recommendation feature that provides insights into your audience’s behaviors.
You can use this feature to optimize your email marketing strategy.
This platform facilitates the composing of emails and provides a tool to help you store images and files for easy access to them later.
This tool also helps you automate your email processes, especially in crucial phases of the buyer’s journey.
Examples are when you send out welcome emails to new visitors or confirmation of orders to customers who have successfully placed an order.
Sendinblue
This email marketing tool comes with over 70 design templates and some design functions that make composing emails easy. You can also use this tool for other marketing functions, such as customer relationship management and creating landing pages for websites.
Sendinblue also lets you preview these templates to ensure your design looks exactly how you want it on various devices.
You can also use features such as the A/B testing and the segmented recipient list based on their interaction with the company.
MailGenius
With this tool, you can inspect your emails for the presence of spam triggers. Aside from the spam triggers, you can also test other deliverability factors on your emails to ensure they reach the target audience.
MailGenuis helps you optimize deliverability and offers practical advice to ensure your emails get to all the right inboxes.
Moosend
This tool helps you automate repetitive tasks in a bid to help you save time and other valuable resources that you would spend doing these tasks. It enables you to design responsive email campaigns based on user behavior.
It also comes with a feature that segments your email list accurately and ensures the right emails are sent to the right people at the right time; this typically improves open rates, click-through rates, and the return on investment.
Furthermore, you can get detailed insights on your email campaign performance here. You can then use the understanding to improve the quality of the email campaign.
It can also be integrated with other marketing tools to ensure a smooth running of a successful marketing campaign.
Hyperise
Hyperise is arguably the best email personalization tool available. It allows you to store and add features such as images and texts to ensure recipients feel the attention to detail.
It goes as far as getting images of the recipients from social media platforms. It also segments visitors to your websites and can create personalized images on the go.
Constant Contact
A reliable Email Service Provider. It is the ideal tool for e-commerce email campaigns because of its features, such as automated product recommendations and shoppable email.
This affordable email marketing tool allows you to automate campaigns, manage these campaigns, create email templates, build contact lists and build lasting customer relationships.
HubSpot Email Marketing
In the marketing world, HubSpot is already well known for its marketing automation tools. However, they have added an efficient and free email marketing tool to their arsenal.
This tool is helpful to small businesses with a business email management problem. This tool helps with automating welcome emails, lead offers, or thank you emails.
This tool also comes with an easy-to-use design and drag-and-drop visual editor. It can also be integrated with other HubSpot marketing tools to optimize marketing efficiency.
MailerLite
MailerLite is another free but efficient email marketing tool. Its landing page builder and pop-up customizer make it stand out among other free email marketing tools.
It also comes with a drag-and-drop email builder, a photo editor, and a rich text editor. All these ensure you create emails that would engage their receiver.
MailerLite also allows you to create landing pages similar to the email designs, which typically improves engagements with visitors and customers.
Pardot
Another Email Service Provider. Pardot offers email automation, targeted lead management, personalized email campaigns, and so many other email marketing features.
With Pardot, you can automate processes such as tracking customer interaction with the brand and their behavior.
It is an ideal tool for the Business-to-business buyer journey, and it offers features such as; customer behavior tracking, creating email campaigns, and lead generation.
Litmus
Litmus is an email marketing tool for testing and tracking email campaigns. This tool helps you identify broken links, poor images, or any other bug that would hinder the success of your email marketing campaign.
It lets you send your email template to email clients. Once the email is opened, the tool looks at what it looks like on the various devices used to view it. The best part is that all these happen within seconds.
Email Marketing Software
There isn’t much of a difference between Email Marketing Tools and software. However, some little things separate both of them.
Email marketing tools are ideal for both inbound and outbound email marketing strategies. These tools focus on the interaction with leads and can be used with or without a website. However, it requires an email server and has to be integrated with the email server.
On the other hand, Email Marketing Software is more suited for inbound leads. They are ideal for converting leads to customers.
Depending on your marketing strategy and your company’s goal, you can go for either.
Types of Email Marketing Software
Email marketing tools aren’t the same regardless of your choice. When we say “not the same,” we don’t mean the different brands making different email marketing tools. We suggest that there are different categories of email marketing tools.
Each of these can be used to accomplish specific tasks. Let us get right to them;
Email Service Providers (ESP)
This tool helps marketers send emails to the contacts on their email list. They make the process of sending emails to typically long email lists easy. Sending out these emails can be tedious and time-consuming, but with the help of an ESP, you can reduce the time drastically and be more productive.
There are two main features of any ESP. These are; storing email addresses and sending emails.
However, with the increasing popularity of email marketing, it is not uncommon to find ESPs with features such as lead capturing forms, testing email automation, segmenting contacts based on their interests, etc. Examples include Campaign Monitor and Constant Contact.
Deliverability Tools
In some unfortunate scenarios, some emails will not get to their target. And what is the point of any email marketing campaign if the emails won’t reach their target?
With Deliverability tools, you can test the deliverability of your emails. These tools also allow you to track emails’ send status and improve deliverability and inbox placement; this prevents your emails from getting into the spam folders and ensures they are delivered at the right time. Examples of this tool include GlockApps and MailGenius.
Testing
These help you track the campaign performance. Testing also allows you generate optimized iterations of your campaigns.
Tracking and testing the performance of your email campaign is essential for the success of any email marketing campaign. An example of an email testing tool is Litmus.
This tool can track and test your emails on traditional web platforms and mobile devices.
Personalization Tools
Sometimes, using the email recipient’s name in the email is not enough personalization. Most of your competitors are already doing the same. So, why not take yours a step further.
With Email personalization tools, you can add personalized images, including profile pictures from their social media accounts; this gives your emails a dynamic feel, and the receiver is bound to feel special.
Hyperise is one example of an Email Personalization tool.
Conclusion
The tools and software listed above offer comprehensive features and price ranges. Most of them also come with a free plan, and these free plans are still effective, and you most times won’t need to upgrade to their paid plans.
These tools will help you manage your email marketing campaign as a small business while saving you time and money. Take time to check out the features of each one and choose the ones best suited for your company or industry.
RELATED: Video Email Marketing; 3 Clever Ways to Send Video through Email for Higher Engagement
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