Have you been looking for a way to connect with your subscribers, but don’t have a lot of time to spend? Most marketers know that staying connected with potential customers is necessary for growing their business, but getting started may seem challenging, expensive, or both.
Email marketing is a diverse marketing tool that businesses can use to reach an audience, reinforce relationships, and help keep a product or service at the front of the readers’ minds. Even with the rise of social media and advanced technology, email marketing is still a popular and effective choice, and among millennials, the preferred marketing channel.
We live and market in a fast-paced, connected world, and in our attempts to reach and convert customers, traditional advertising costs can quickly spiral out of control. Print ads, radio spots, and Internet advertising is not cheap, but the good news is that bloggers and marketers can use email channels to move subscribers through their sales funnel efficiently and without an exorbitant price tag. One way to use email marketing to its maximum potential is through the use of email marketing software.
Why Use Email Marketing Software?
Marketers put forth a lot of effort to do what they do best, which is get their product and brand in front of their audience. Marketing efforts may include social media, video marketing, mobile apps, and email marketing. So why use email marketing software?
- Automated emails can be personalized
- Email marketing is cost-effective and measurable
- Email marketing is backed by professionals in the industry
- 91% of Americans want to receive promo emails (Marketing Sherpa)
Implementing email marketing software into an overall strategy saves time and effort and provides measurable results so that marketers can focus on what really matters, which is providing the most relevant content to a target audience at just the right time. These efforts convert subscribers and onlookers to customers and loyal fans, and with the right tools, powerful email marketing can be made simple.
Ready to Connect with More Customers? Top 3 Email Marketing Software Options
If you are ready to use powerful tools to connect with your audience, you’ve come to the right place. There are lots of options when it comes to converting subscribers to customers via email marketing software, and we’ve chosen the top 3 to help with your reach efforts.
Campaign Monitor equips marketers with the tools they need to run a professional email marketing campaign. The drag-and-drop email builder allows users to choose from hundreds of professionally-designed templates and personalize them for a branded email campaign. Users have their choice of font, colors, and even exact spacing between selections so that the emails are designed to fit the specific need without any design or coding background required.
Emails are optimized for both mobile and desktop, which means less work for you. Marketers can also take advantage of social sharing features so that recipients can easily share content on platforms like Facebook and Twitter.
One of the most effective ways you can turn subscribers into customers is by personalizing your email marketing campaigns for each subscriber based on the information you already know about them. Campaign Monitor allows you to connect your CRM system, or manually segment data, and dynamically send different emails depending on where that person lives or whether they’re male or female. For example, a clothing business can send an offer to their entire subscriber list that shows products specific to gender dynamically. This type of dynamic personalization is shown to deliver 6x higher conversion rates.
While customers and potential customers browse websites, attend events, and make purchases, MyEmma converts that data into an automated email that is designed to be timely and relevant. When a purchase is made, or is close to being made, a follow-up email is sent thanking the customer for the purchase or offering to assist them in completing a purchase. When visitors engage with your website or return as a guest, MyEmma delivers relevant content that works to convert potential customers to loyal customers, and loyal customers to brand ambassadors. MyEmma is a good email marketing platform for Ecommerce sites looking to automate email campaigns based on website user behavior. The platform falls short of Campaign Monitor when personalizing emails based on more than eCommerce transactional data.
MyEmma has developed reporting dashboards that give users insightful information about every email sent. Reports like mail scoring and click maps allow users to compare against past mailings across all device types.
When users connect their business to MailChimp’s eCommerce integrations, they can create targeted campaigns and automated product follow-ups for customers. The drag-and-drop email builder lets you create a campaign that matches your style, and marketing automation sends emails to the right audience at the right time. Marketers can set up automation to target customers based on previous sales, buying behavior, and shopping preferences.
While MailChimp is a widely used email marketing platform, it does come in at the back of the pack when it comes to the personalization department. MailChimp does a good job of automating email autoresponder sequences based on triggers like an abandoned shopping cart or an email newsletter sign-up. When trying to combine subscriber interaction data with more personalized data sets to dynamically send emails the platform doesn’t match up to MyEmma and Campaign Monitor.
Marketers Need Quality Customer Service and Success
While email marketing software is convenient, time-saving, and practical, one important component to consider is customer service and success. As a marketer, you want to know that you as a customer are receiving the very best in personalized service while maximizing your return on investment from your efforts. Behind the advanced technology and automation software should be a team focused on delivering real results and committed to solving complex problems for their customers.
When marketers have the support they need, it increases the likelihood that their business will succeed. From tech giants to non-profits, email marketing serves as a powerful tool for potential customers and brand loyalists.
Here’s how each platform stacks up:
- Campaign Monitor: Campaign Monitor shows off their customer support chops with award-winning 24/7 support. In addition, they provide customer success reps to ensure each customer maximizes ROI using best practices at no additional cost.
- MyEmma: MyEmma offers a toll-free phone number which makes it easy to get account and technical related questions answered. If you want more support for implementing best practices around strategy, design or integrations you will have to purchase additional support packages.
- MailChimp: MailChimp doesn’t offer any phone support for technical or implementation related questions, but they do offer a comprehensive knowledge base to search for answers.
Whether you’re running a blog or marketing products online, having an email marketing platform that delivers what your audience is interested in, when they’re interested in receiving it, is key to keeping happy customers. Find the platform that’s right for your needs and start engaging with your audience today.
This post was written by Megan Totka, Chief Editor for ChamberofCommerce.com. Chamber specializes in helping small businesses grow their business on the web while facilitating the connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.
As a small business expert, Megan specializes in reporting the latest business news, helpful tips and reliable resources, as well as providing small business advice. She has significant experience with the topic of small business marketing, and has spent several years exploring topics like copywriting, content marketing and social media.