Email is a successful marketing channel that is used by millions of businesses around the world to engage with customers, spread the word about the products or services that their brand offers, and build a strong relationship with existing and potential customers through providing relevant, interesting information on a regular basis. Whether you’ve been sending out an email newsletter and need to upgrade the way that you do things or have decided that now is a good time to start communicating with your customers via email on a regular basis and encouraging them to continue returning to your brand, here are some key considerations to keep in mind when choosing your email marketing software.
What Experiences Do You Want to Create for Your Customers?
Email is one of, if not the most powerful tools out there to execute marketing campaigns and communicate with your customers, and it should certainly be right at the center of your overall marketing strategy. However, it’s important to get out of the ‘channel first’ mindset when it comes to email marketing and considers the type of experiences that you want to create for your customers. In order to do this, you will need to ensure that you have a thorough and solid understanding of the customer journey. You will also need to spend some time mapping the personas of your customers and understanding the needs and requirements of your audience and the various segments that you divide them into.
What Kind of Campaigns do You Want to Do?
Once you have reached a conclusion about the type of experiences that you want to create for your customers, you can then use this information to determine the best types of email marketing campaigns to meet those needs. Use these requirements to ensure that you are choosing an email marketing platform that is equipped with the features necessary to help you run the campaigns that you have deemed likely to be the most effective. Some examples of different types of email marketing campaigns include:
- Welcome series: This is usually an email or series of emails sent out to a customer once they have provided you with their personal data or made a purchase from your brand for the first time, in order to engage them further.
- Email Newsletter: Choose an email marketing platform that will support executing your email newsletter in a way that it can be tailored to each individual recipient and their content preferences.
- Abandoned Cart: If you run an eCommerce store, you’ll know that abandoned carts can lead to some serious losses. Abandoned cart emails require your email marketing platform to be synced with your website so that the system is triggered to send a reminder to the customer when they abandon their cart. There are various types of campaigns that you can use to encourage customers to return to their abandoned cart and check out, such as a simple reminder or offering an incentive to buy, such as a discount.
- Other events- or trigger-based emails: Choose a system that enables you to send one-off, specific automated emails based on a series of triggers or events, such as making a purchase, customers who make a lot of purchases, or winning customers back after they have not engaged with your brand in a while.
Personalizing your marketing emails runs much deeper than simply addressing customers by name. You should opt for an email marketing platform that allows you to segment your customer data into various lists by a number of factors such as interests, age, past purchases, and more to ensure that you are sending tailored, personalized, and relevant content to each recipient.
For example, you might want to send different emails based on past purchases to existing customers, compared to the emails that you will send to recipients who have signed up to your email list but have not yet bought anything from your business. An app like Piesync can make it easy for you to sync current customer contacts from other email providers like Outlook, allowing you to easily create segregated lists of existing and potential customers. PieSync works with Mailchimp and many other popular email marketing platforms, allowing you to sync with email providers, CRM software, accounting software, and much more – this Piesync blog compares SendInBlue with Mailchimp.
Dynamic Content and User Experience:
Today, emails are much more than simply a body of text. Many email marketing platforms have website-like templates that you can use in order to make an email more interesting with images, links, and dynamic content. In addition to being mobile-friendly, it’s important to consider the design of an email in much the same way as you would think about designing your website. And, dynamic content is one of the best ways to show your customers that you care about when, where, and how they view emails from you. Open Time Content goes beyond static emails to add an element of interactivity to the message and fully immerse the customer. This might include a countdown clock to your next event or sale, a live inventory to show which products are available or selling the fastest, or weather updates, which can be useful for hospitality or travel companies.
Finally, before you choose an email marketing platform for your business, consider how it is going to impact the efficiency and effectiveness of your team and your business. It’s a good idea to make a list of the various functionalities that your company needs from email marketing and make them as specific as possible. Collaborate with your team to determine which features are more important than others. This will make it easier for you to go through the different options available and make comparisons based on what your business actually needs.
Email marketing software should make marketing your business and engaging with your customers easier, more efficient, and hassle-free. Spend some time researching different software options and ensuring that the features they offer line up with what you need for your company’s email marketing campaigns to have the best impact.