Email is a top distribution channel, with 79% of B2C websites incorporating email into their marketing.
Email helps to nurture and convert leads, with 21% of marketers using newsletters to generate new income. The majority of business professionals still send emails to share content with their customers.
With email usage showing no signs of slowing down, what email marketing platform should you use to send your messages?
Read on to discover how the most productive email marketers work and the systems they use. Learn how to create effective email campaigns and ensure spam filters don’t flag your promotions.
What Is an Email Marketing Platform?
Email Service Providers or ESPs provide a marketing platform to send hundreds or thousands of emails to your customers.
Services like MailChimp and Constant Contact allow you to build your mailing lists within their database. You can then create an email campaign to send a targeted message to one or more groups.
But what email marketing platform should you choose? And what are the essential traits that will benefit your email marketing funnel and increase conversions?
Smart Marketing With the Right Email Platforms
Selecting the right ESP platform may seem daunting as many providers claim to work miracles.
To help you choose, we’ve highlighted 5 fundamental features that will manage your email drip campaigns. Make sure your provider includes them, otherwise your emails will end up in the trash.
1. Tracks Your Email Campaigns
Essential to every email campaign are statistics like:
- Total emails sent and to whom
- Total opens and opened percentages
- Number of clicks and what was clicked
- Hard and soft bounces i.e. rejections
- Unsubscriptions
The top email marketing platforms include dozens of figures to help you track your success.
Charts display how effective your campaigns perform over time. You can then tie results with your site’s analytics to check conversion rates.
2. Integrates With CRM Software
Content Relationship Management or CRM brings all your customer data together in one place.
That’s perfect for email campaigns where you can click on a customer and track the email marketing funnel’s success. There’s no need to use multiple apps as everything’s on one screen.
3. Validates Your Email Lists
Maintaining a clean or verified email list ensures lower bounce rates and less chance of getting flagged as spam.
Email validation services offer several methods to ensure your addresses remain on the whitelist. These SaaS apps check billions of emails each month so you can be sure they work.
Discover more about email validation and choose a provider with a proven reputation.
4. Handles Unsubscriptions
The CAN-SPAM Act and CRTC regulations state you must give the option to unsubscribe.
Every email marketing platform should incorporate this feature. Otherwise, you’ll see your messages flagged as spam and could face legal action as a result.
5. Offers Double Opt-In
Double opt-in requires your customers to confirm their email subscription. This cuts down on fake or mistaken email entries and validates the address.
Genuine users won’t mind verifying their decision to sign-up so ensure that the provider offers this service.
More Email Marketer Tips at FreeSitesLike
Choosing the right email marketing platform creates the highest chance of conversions.
A validated email list ensures your customers are more likely to open your message. CRM integration then follows that lead as they click into your site. Tracking success can then drive better campaigns in the future.
Read more smart marketing tips in our Business section.
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