• Ssemujju Lewis E

A Perfect Guide To Choosing The Right Email Marketing Software For Your Business

Updated: Jul 7

Email marketing, quite simply put, is the act of sending commercial messages, typically to a group of people using Email. In other words, every email sent to a potential or current customer can be considered email marketing.


It involves using email to send adverts, request business, or solicit sales or donations. Email marketing commonly seeks to achieve one or more objectives, i.e., building loyalty, trust, or brand awareness. The term usually means sending Email messages to enhance the merchant’s relationship with current or previous customers encouraging customer loyalty and repeat business.


Related: How To Use Your Email Signature As A Marketing Tool


Privacy, customization and automation have made email marketing a darling trend. Email gives a personalized connection and shows the recipient that you took time and thought about them. This makes the reader gain some glimmer of interest.


Email marketing is one of the marketing forms that entrepreneurs use to get more return on investment from marketing and sales. Research reveals that for every $1 spent on email marketing, you get $38 in return. In addition, the current statistics show that over 1.5 billion people are active email users, which could be potential customers.


Research shows that email marketing campaigns achieve an engagement rate of 22.86% compared to a 0.6% social media engagement rate. This makes email marketing one of the most important marketing strategies and forms that entrepreneurs should consider to get to the target audience.


Customs through which email marketing works


To know how email marketing works, it’s essential to understand the different aspects of marketing with email. The elements include; subject line, body copy, design, Call-To-Action, relevance, offer, landing page and timing.


Email marketing is essential for small businesses. However, if you opt to start using email marketing to grow your business, it’s necessary to understand how it works.


For email marketing to work, prospective customers have to connect with the business through email addresses.


1. Asking and requesting website visitors.


This requires having an email subscription form that allows visitors to leave their email address details so that you can invite them to subscribe to your email list. In addition, you should be in a position to explain expectations to visitors upon subscription.


2. Encourage visitors and subscribers to share.


Encouraging website visitors to share and forward the email with other people is equally important as having new subscriptions. You can ask website visitors and subscribers to forward email messages to other people. These could include friends, family members, colleagues and associates.


3. Give out offers.


To generate more subscribers, you can choose to send and offer complimentary white papers, e-books, and other resources to new subscribers.


What to consider while choosing the right Email Marketing Software


Choosing the right CRM tool might sound hectic, but you will know the right CRM tool to choose for your business with the guidelines below.


1. Make out and recognize your business needs


What do you need? You ought to understand your business needs so you can choose the right email marketing software that fits your profile and portfolio.


2. Identify the tools and the features you want to include


To point out the features that you need to have in your software majorly depends on your business needs. However, the common features across all CRM tools include; marketing automation, lead tracking and management (good for sales and marketing teams), contact management, task management, project management, third-party integration, customer data management, sales management, workflow automation, and many others.


Check your features for customer-centricity, cost, and ease of integration with others tools.


3. Ease of mobility


In the current era of pandemic and technological advancement, everyone has embraced working from home and remotely. Therefore, to keep relationships with customers consistent, teams have to be given access to client information so that they can be able to observe sales pipelines and also perform day-to-day roles remotely. This change in work mode has called for the adoption of CRM tools that support mobility.


4. The pricing


Price charges are significant for you to know so that you can actually evaluate whether they can fit into your budget or not. There are free and paid-for CRM software packages, so you can choose the one you want depending on your budget command. Different CRM software charges differently, and so you have to be conscious. Some tools give free trial versions though these expire, and you have to go in for the paid version if you are to enjoy using the platform.


5. Test drive the software


This is very critical for your business before choosing the right software. If need be, and you don’t understand some aspects, ask for a demonstration session from the expert to show you how the system operates and fix anything you think could be missing.


This would also help you inquire about how the CRM system can be maintained like you could decide to do a free trial version to test the performance of the software regarding user experience and functionality. This allows you to understand the ease or simplicity of usage regarding tax executions and accomplishments. Therefore, it is advisable that before you go to buy CRM software, request for a free version first, use, test, and prove its usability experience.


6. System integration


This is a very vital aspect to consider when choosing the right CRM system to use. If you are buying a CRM system to help you run your business, you may need to integrate the software with other third-party applications for maximum gain. The right CRM should support integrating services like office 365, Google Workspace integration, ERP, and many other software tools.


7. CRM deployment


You are going to choose between cloud-based or on-premise CRM. However, both solutions have positive and negative effects. With a SaaS, you are required to login into the cloud-based CRM of your internet browser. The downside is that internet support is vital but may not be entirely reliable. On the other hand, the on-premise software is physically suited, meaning integration with other software tools might become easy due to straight access; however, mobility is limited.


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