Choosing the right email marketing software boils down to the unique needs of your team. At a minimum, a good platform should offer the basics like crafting, sending, and monitoring emails. If you’re after more specialized capabilities, consider software that goes beyond merely sending emails. Look for comprehensive solutions that also offer features like landing page creation, web form setup, and automation to streamline your tasks.
Key Considerations
Volume Capacity: Assess whether the sending limitations and the related pricing fit your short-term business goals.
Data Migration: Evaluate how easily you can transfer customer information from your existing software to the new platform.
System Compatibility: Ensure the new platform can integrate with your existing tech stack like CRM, e-commerce platforms, and even leverage your email lists for retargeting campaigns.
Design Options: Check if the design templates and customization options align with your brand aesthetics. Free or standard themes should offer features that meet your needs.
Usability: Gauge the ease with which you can set up emails or automations. Consider if you need to hire additional help like email specialists or developers.
Customization and Control: Consider how much authority you have over the appearance of your emails and whether the software’s branding will appear on your communications.
Must-Have Features
Any decent platform should offer essential utilities like email crafting tools and a way to manage contacts. You should be able to categorize your audience; for instance, separate your partners and vendors from your main subscriber list. Basic reporting tools for tracking open rates and click-through rates are also standard.
Automation and Advanced Features
Top-tier email marketing platforms should offer advanced automations, allowing you to send a sequence of emails based on user behavior. Some platforms even offer AI capabilities, like predictive analytics, which help you identify more promising leads and suggest optimal send times for higher open rates.
Design Elements and Pre-Made Templates
Consider how user-friendly the design process is. Platforms that offer drag-and-drop editors make crafting visually appealing emails a breeze. Some even offer templates designed to optimize click-through rates.
Budget and Pricing Plans
Pricing for email marketing software can vary greatly. There are free options with limitations on sending volume and contact list size, as well as low-cost plans ranging from $5 to $10 per month with similar restrictions. On average, plans for up to 500 contacts can cost around $20 monthly.
A Final Note on Customization
While low-cost or free plans may seem appealing for startups, these usually come with limited customization and might include the software provider’s branding on your emails. Investing in a slightly more expensive option may offer the customization and professionalism that your business deserves.
By taking into account these varied factors, you can select an email marketing platform that’s not only aligned with your current needs but also scalable for future growth.