Surveys indicate that 91% of people access their emails at least once a day. It is little surprise then that 4/5 of companies surveyed by Forbes said email marketing was an important cornerstone of their overall marketing strategy.
Email marketing is undeniably a very powerful channel for reaching current and future customers. However, reports also show that results are often subpar, particularly for small businesses - almost 75% have an open rate below 10%.
That is why an email marketing service is so important - with tools for tracking and reporting results, automated emailing, contact management, advanced templates, and more.
Why is an Email Marketing Service Important?
If you hope to attract potential/returning customers via email marketing, an emailing platform is a must. The effectiveness of any marketing campaign can be unpredictable and what works for one brand might not for another. Without an accurate way to track the effectiveness of a marketing campaign, there is no way to improve results over time. Email marketing services provide all the necessary tools to increase effectiveness and efficiency. Email opening, click-through rate, and revenue tracking, all so you can understand what works and what doesn’t.
The chances of success are also increased through professional templates designed to maximize conversion rates. Finally, advanced automation functionality makes sure you are contacting your mailing list as you should be, not too much, not too little. This also enables you to run an effective campaign even when you are unavailable (on holiday, for example).
What Features Should I Look For?
There are a huge number of email marketing platforms available. To help find your best-fit solution, here are some key features to look out for:
Emailing limit - The majority of paid services offer an unlimited number of emails that you can send in any given month. However, for some lower-tier options, there may be a cap on that number. This may not be an issue if you are just starting to build a mailing list but could be restrictive if you already have a sizeable list.
Tracking features - As a minimum, you need to know what percentage of receivers are opening your emails and then what your click-through rate is. Additional tracking features to look for include: revenue tracking, device tracking, and click reports.
Automation options - What would be the point in an emailing manager if you still had to send emails yourself? Depending on your needs you can plan an email marketing campaign weeks and months in advance, as well as automating welcome, thank you and confirmation emails, and even automatic follow-up emails to guide customers through your sales funnel.
Email templates - Clean, effective templates for any occasion. Simply drag and drop your required components and create a polished email that would be impossible using any other software.
Is Email Marketing Still Effective?
As marketing budgets become increasingly stretched and diluted between platforms, there are those who neglect emailing strategy in favor of pumping money into social media and flashier avenues. This is a mistake. Email may be an old hand but it still reigns supreme.
Email marketing can be up to 40 times more effective than social media and customers are up to 3x as likely to make a purchase through an email campaign, resulting in an average $40 revenue for every $1 spent. Is email marketing still effective? Yes, when done correctly.
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User interface is powerful but easy to use
Huge list of email options
Also good for polls, A/B tests, and event registrations