What is Email Marketing Software?

Introduction

Email marketing software is used by marketers to create segmented lists to send relevant, targeted messages, grow their subscriber lists, design and develop customized message templates, and other purposes. The platform offers a range of tools, resources, and services to enable marketers to do more than just deliver emails.

You should consider the following factors when selecting a suitable email marketing software for your needs:

A robust email builder: The solution should offer a simple-to-use yet powerful email builder with drag-n-drop functionalities so that you can easily master it without needing much training.

Range of email templates: The software should present a wide choice of email templates for marketing purposes such as announcements, promotions, newsletters, and others, that you can easily and quickly customize to suit your branding.

Inbuilt spam and design testing: You should be able to preview your templates, messaging, and images in an array of inboxes, both on mobile devices and desktops. Pick a tool that ensures your messages look attractive in all popular email clients.

Mobile-ready: Over 50% of email messages are read on mobile devices, therefore the email marketing software should accommodate the demands of mobile users.  

Features of Email Marketing Software

ESP Integration

To make your email marketing campaign successful, the software should integrate with popular ESPs (email service providers) like Yahoo Mail, Gmail, and others. In addition, the system should give you excellent deliverability rates. For this, the platform needs to have a reliable sender policy structure and allow you to easily remove inactive users to minimize bounce-backs.

Effortless Optimization

The email marketing software should offer reliable campaign analytics to help you assess the performance of your campaigns at any time so you can improve them as needed. In addition, the product should allow you to do A/B testing by sending different marketing emails concurrently. Then, it gives feedback so you can learn which versions are effective and which ones are not. You can use these insights to optimize your campaigns.

Email Volume

You can use a free email marketing solution to send a relatively low number of emails. But if your volume is high, you need to subscribe to a paid product. Select a fitting software that can meet your current needs and also scale easily to accommodate your future email marketing demands.

Customization

You should be able to sort and organize email addresses so you can target specific groups in your subscriber list. This allows you to personalize your messages to the interests and needs of each user. In addition, you should be able to use email templates to customize your messages. The software should permit you to produce unique designs and tweak emails so you can greet each recipient by their name.

Benefits of Email Marketing Software

Improves Ticket Monetization

You can mine the customer queries received by your support team and include the consumers in your email subscriber list with their consent to generate added sales. This task is usually done by a CRM platform, but you can also effectively use email marketing software for the purpose.

Boosts Customer Loyalty

You can leverage email marketing software to launch a series of campaigns to keep in contact with your consumers. Utilize your marketing emails to update users on your latest products or offerings, offer deals to inspire repeat buys, and deliver personalized content for the interests of each recipient. In these ways, you can nurture customers’ loyalty and generate more purchases. Your loyal consumers could well become your brand ambassadors and forward your messages to their friends and family, which will extend your marketing reach.

More Precise Metrics

The email marketing software can give you in-depth post-campaign analyses on metrics such as engagement level, forwarded messages, click-through rate, open rate, and more. You can use the feedback reports to accurately compute the cost-benefit ratio and check if the budget for each campaign is effectively utilized.

Affordable Market Reach Growth

With a strong subscriber list, you can reach your targeted audience more effectively with email marketing software than with other methods like radio, TV, and print. The platform allows you to build your list leveraging opt-ins and permission marketing strategies. Further, you can expand the mailing list with incentives such as deals and white papers, which will drastically reduce the cost per message and boost the ROI of the email marketing tool.

Effective Email Automation

Sending thousands of relevant emails using a manual process is an impossible task. Email marketing software is the answer as it can automate your entire campaign by sorting users into segments, scheduling and delivering the messages, and producing feedback reports for analysis.