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  • Komal Patelia

Why Is Email Marketing Important For Your Business?

Want leads to turn into customers? Obviously! Emails have been and are still one of the most professional ways to commute and share advertisements, business plans, brochures, encrypted documents, personal data, etc.


Let’s focus on how you can exactly grow? Despite the fact that emails are dead to almost all of them, there are still people using it for their requirements. Emails do a lot of things!


As long as you’re using it right, email is still one of the most valuable and targeted channels for reaching your audience.


Similar to the other digital platforms, electronic mails have been improving at a steady pace, but there are certain tools that we need to apply to nurture our growth. In fact, email continues to be the top channel for content marketing with both B2C and B2B marketers, 87% of B2B marketers, and 77% of B2C marketers.


Well, an email marketing tool could be a specific tool like an email subject line generator or an inbox placement testing tool or a suite of tools that enables a marketer to do all their email marketing end-to-end.


Marketers use such tools to create, test, optimize and report on their email campaigns. But, a lot of companies settle for this situation because they’re not ready to invest in a tool to simplify the process.


However, email marketing tools don’t necessarily have to be expensive. For instance, Campaign Monitor is an example of an email marketing tool and the Inbox Preview Tool is an example of a tool within the tool.


Wanna know more? Let’s move ahead!


Brands that provide email services are:

  • HubSpot Email Marketing

  • MailGenius

  • ActiveCampaign

  • Omnisend

  • Send Pulse


Oops! Hold On! Before choosing any type of tool, you need to make sure that the features offered are suitable for your business goals. Too often, brands end up spending too much money on a tool with features they don’t even use. Likewise, saving money by choosing an ESP that doesn’t offer all the features you need.


After surveying marketers in the process of changing their email marketing tools, there are nine factors that separate good from the best. Namely,

  1. Ease of Use

  2. Cost

  3. Deliverability

  4. Features

  5. CRM

  6. Reporting

  7. Integrations

  8. Support & Training

  9. Security


Undoubtedly, all of them will tell you that they strike all nine, yet we need to analyze our data and select precisely. Discussing further will help you compare solid brands, based on the most important factors to you.


Now, let’s talk about these nine factors.


1. Ease of Use:

It takes hours, at times, to make an email marketing template look acceptable on a device. While all the email marketing tools featured offer visual email builders and easy-to-use interfaces, some are easy to use as they offer few bells and whistles. Whereas others strike a balance of being powerful while easy to use.


2. Affordability:

What differentiates a $3100/month tool from a $367/month tool? Sometimes just a little and at times a lot. For instance, HubSpot may charge 10x more than other tools but they offer an all-in-one marketing and sales platform. On the contrary, ActiveCampaign offers extensive value while being one of the most affordable email marketing tools on the market.


In short, don’t let the tail wag the dog. Your email marketing tool is something that you don’t want to change often, therefore it pays to choose a tool that offers not only what you need today, but for the years ahead. Above all, choose the tool that gives you the best opportunity to grow your business.


3. Deliverability:

Your tool is meritless if it ends up in the spam folder. Email marketing services need to remove problematic clients, monitor blacklists, and manage the reputation of their IP addresses, for them to have the best deliverability rates. Expected deliverability rates are 98-99.9% of the above-mentioned software and automation tools.


4. Email Marketing Features:

Certain standard features you would expect from an email marketing tool are visual email campaign builders, pre-designed email templates, and autoresponders. Only a few go far off from these basic features. ActiveCampaign provides conditional content and global variables as well.


5. Customer Relationship Management [CRM]:

If your organization is not large, it is better to use an email marketing tool that also has an in-built CRM along with social media management, landing page creation, and marketing automation functionality. The CRM system is extremely powerful, yet straightforward to use. You can view deals in a pipeline format or as one long list in a table.


6. Reporting and Analytics:

Email marketing tools offer compact information when it comes to reporting, to the point that understanding whether emails are generating a positive return on investment or not.


7. Integration:

Nowadays, most of them integrate with Zapier (a third-party tool) rather than building their own assortment of integrations. There are some exceptions, such as Autopilot, which has an enormous variety of native integrations.


8. Customer Support and Training:

ActiveCampaign is the only email marketing tool that offers a commitment of customer services, which outlines a set of standards around education, support, and trust. It’s world-class.


From implementation and migration support to accessing ActiveCampaign’s community, in-person events, and pre-built automation recipes, you can be confident you’re in safe hands.


But, let me warn you that Hubspot charges additional fees for onboarding services. While this isn’t too unreasonable, it does highlight just how generous ActiveCampaign is by offering to onboard free of cost.


On the support side, Hubspot is also exceptional. With phone, email, and live chat support, you can be confident that they’ll be resolved quickly if any issues arise.


9. Security and Compliance:

In case you seize sensitive personal data, due to your industry or size, you require an email marketing service that has particular security and privacy compliance certifications.

Conclusion:

Expanding on emails is still viable, you just need to strive a little more than how it used to be years ago. It is absolutely worth it to put effort and time into enlarging your audience. These results can be a turning point for your business.


Do tell us which tool you’re gonna choose for your email marketing process in 2021.


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