Your email marketing platform should help you automate your emails and marketing campaigns, as well as help you create beautiful and engaging emails for your customers and subscribers. When choosing the best email marketing platform for your brand, look for these six features:
- User Interface
- Reports and Analytics
Email marketing platforms are supposed to ease email marketers’ workload. Look for an email marketing platform with a simple interface and a low learning curve so you can use all the features you need quickly. A drag-and-drop email editor is a must-have. Choose a platform that supports HTML email templates if you have email designers. If you don’t have designers on staff, make sure the email marketing platform you choose has a library of customizable templates.
Email segmentation increases email campaign ROI. You can create targeted marketing campaigns and promotional emails based on demographics, location, behavior, and more. Some email marketing platforms even use AI and machine learning to analyze user behavior and fine-tune email campaigns in real-time.
Personalization requires segmentation. And you should personalize your email campaigns. Find an email marketing platform that allows you to personalize both the subject line and the email copy. Some email marketing platforms even use dynamic content so you can create and send a single email that includes different content depending on the segment.
Email marketing is a complex process with many manual, repetitive tasks. Fortunately, many of the best email marketing platforms include time-saving automation features. There’s also intelligent segmentation (based on campaign response) and re-segmentation (based on response to email marketing campaigns).
Testing is one of the most important steps to ensure your email marketing campaigns are profitable. These tools allow you to compare different aspects of your marketing emails to find the best combination of subject lines, copy, calls to action, email design, and format.
Reports and Analytics
To ensure your email marketing is meeting your goals, you should track several email marketing benchmarks. Manually tracking this data can be a full-time job. Choose an email marketing platform that tracks open rates, click-through rates, bounce rates, and more.
Extra Features Available
Aside from basic functionality, new features are becoming increasingly available. These features turn email marketing platforms into enhanced marketing communications solutions. You’ve probably seen them promoted before. These are:
Customers can engage with brands via SMS at various points in the buyer’s journey. SMS marketing is also a powerful permission-based marketing tool. SMS have a 98 percent open rate, are shorter and easier to reply to, and 75 percent of consumers are comfortable receiving them.
Brands can create a multi-layered communication strategy by combining SMS and email marketing.
Website and Landing Page builders
Online marketing is incomplete without a website and landing pages. They’re required for marketing and building email lists. While third-party tools can integrate with email marketing platforms via plugins and scripts, using one tool that does both is better. Most email marketing platforms now include easy-to-use landing page builders that are less expensive than third-party tools.
It used to be that CRMs were primarily used for sales. Now that sales and marketing overlap, brands are paying attention to the data CRMs collect. Marketers can deliver personalized emails and content to consumers using enriched profiles.
Consumers appreciate personalized online experiences. So important today. Personalization has improved customer experience for 88 percent of marketers, while personalized messaging only engages 72 percent of consumers.
Personalized website content can be delivered instantly. You can present buyers with targeted marketing engagements that increase conversions, from the right blog post to a discount coupon for those ready to buy.
Paid ad-creation tools simplify tasks. Paid ad creation tools, like CRM landing page and website builders, help track and measure conversions in one platform. Social media and search engine ads are now possible with email marketing platforms.
Chat and ChatBot Features
Chat isn’t new, but it’s changing how brands engage with customers. Adding chat to an email marketing platform doesn’t seem too far-fetched. With chat, brands can reach more potential customers, and smart email automation can help them close faster.