In 2023, the global email marketing industry was worth an impressive $8.3B. And guess what? Experts say it’ll hit $18.9 billion by 2028. That’s a whole lot of email marketing going on.
Let’s face it, in today’s digital landscape, email marketing is the move — not only does it boast a ROI of $36 of every $1 spent but it allows for targeted and personalized marketing, which is so important, considering we’re facing a “cookieless future”.
So where would one start if they’d decide to give email marketing a shot? The answer is simple — you first need to pick the right email marketing software. In this article, we’ll discuss 5 key factors you should consider when choosing one.
How to choose an email marketing platform?
Picking an email marketing platform may look like an afterthought — at the end of the day, you just need somewhere to send your emails from, right? Well, not really. You do need to actually consider various aspects to find the platform that suits your needs. No one wants to overpay for features they won’t use or have their emails land in spam folders.
But before getting lost in a sea of choices, let’s take a step back and take a look into some key factors:
Price
For any business, large or small, budget plays a significant role in decision-making processes. When it comes to choosing email marketing software, you need an option that gives the best value for what you pay.
Look for platforms that offer a “free-forever” plan if you’re just starting out or if your needs are basic. These plans typically allow you to send a limited number of emails to a restricted number of subscribers, which can be enough for a small business.
But if you’re a growing business, explore software that at least offers free trials. This way, you can test the features and usability of the software before making a financial commitment. Make sure that the paid plans are scalable and correspond to the features you need — like advanced segmentation, automation capabilities, and more extensive reporting.
And just be aware of hidden costs — the best software is transparent and provides a clear pricing structure that grows with your business.
Ease of use
In 2024, user-friendliness is non-negotiable. The ideal email marketing software should have an intuitive interface that makes it easy for users of all skill levels to create, manage, and optimize their email campaigns. This includes a straightforward setup process, easy navigation, and logical integration of features.
Look for platforms that offer drag-and-drop email builders, pre-designed templates, and real-time visual editing tools. These features will reduce the time and effort required to design professional looking email campaigns.
Also, make sure that the platform provides tutorials, guides and overall has a big knowledge base to learn about email marketing on your own.
Deliverability
One of the primary goals of email marketing is to ensure your messages reach the recipient’s inbox. If they don’t — well, then all your efforts would go straight to spam.
The topic of deliverability can be complex to those just starting with email marketing, but it’s an important one, so definitely do your research. Start by checking for providers that maintain strong relationships with internet service providers (ISPs) and condone best practices for email delivery.
This includes things like automatic management of bounce rates, spam test features, and compliance with CAN-SPAM regulations. Some platforms also offer dedicated IP addresses and proactive deliverability support, increasing your chances of avoiding spam filters and keep landing in your audiences’ inboxes.
Integrations
Here’s the deal — we live in a digital world, especially when it comes to businesses. So it’s no surprise that your email marketing software has to seamlessly integrate with other tools in your tech stack. Think CRM systems, ecommerce platforms, social media management tools, analytics services, etc.
When selecting software, look at the range and depth of integrations they offer. It’s always a good sign if the email marketing platform supports open APIs, allowing for custom integrations if your preferred tools aren’t supported.
Customer support
Even with the most intuitive platforms, occasionally you’ll have questions that require assistance. You’d be surprised, what a difference a reliable and fast acting customer support can make in your user experience.
So, opt for platforms that are highly rated for their support, with multiple channels available for contact such as live chat, email, and phone.
Conclusion
Choosing an email marketing software in a sense is an investment in your long-term marketing success.
By carefully considering each of these factors — price, ease of use, deliverability, integrations, and customer support — you can choose an email marketing software that not only meets your current needs but also scales with your business as it grows.
Remember, the perfect software becomes an extension of your marketing team, helping you build stronger relationships with your audience and drive sales.
