By Carrie-ann | Jun 14, 2017 | Email marketing

Which email marketing software is right for you?

Email marketing is now considered an integral part of all marketing strategies. It’s proven to get results by attracting new customers, helping organisations to engage with their existing ones, maintaining close relationships and fostering loyalty.
There is a range of email marketing packages available for large and small businesses alike, from basic text to fully designed JavaScript and HTML. These services are generally offered relatively cheaply and provide a variety of features. Contacts can be managed through simple lists or in a more complex form, such as in databases of segmented subscribers. Budget and other resources allocated may determine the method utilised.

Packages Available
There are many different pricing packages, and each will offer a range of services. One of the most common allows the user to send an unlimited number of emails and varies charges according to how many subscribers there are.
For those with a small subscriber base, there are low-cost or free plans or pay-as-you-go options. A large subscriber list, such as 100,000 or greater, may require a more personalised custom-designed plan, however. In addition, it is a good idea to look for companies promising money-back guarantees or discounts on pay-yearly plans for those happy with the service and who wish to commit longer-term.

Set-up and Support
Before you commit, take a look at some of the free trials available. This will enable you to get to grips with different user interfaces and decide which you like best. Also review what support is offered by each. Some restrict live support, while others have 24/7 support via telephone, email and live chat.

Creating Campaigns and Managing Subscribers
Email marketing services, such as Mailchimp, are useful for those with an established subscriber list or who are just starting out. The majority of providers allow users to upload contacts manually or incorporate third-party software to allow contacts to be automatically imported from webmail contacts such as Gmail. Check whether or not you can easily export contacts too.
In addition to the above, look at how the provider you choose enables you to manage unsubscribers. It is important that this is an easy process, as sending emails to those who don’t want them can prove very damaging to your reputation.

Other considerations include how the program copes with building email newsletters and how effective any spam testers are. The very last thing you want is your hard work dropping straight into the junk folders of recipients.

Campaign Tracking and Email Responders
The best email marketing services offer a lot more besides sending out regular newsletters. Many offer the facility to create auto-response emails, letting customers know their mail has been safely received, as well as the ability to automatically send out timely emails on special occasions, such as anniversaries and birthdays.