The right email marketing software can be an effective force when it comes to generating more traffic to your site, blog or social media platforms.
While each email marketing software provider is unique in one way or another, most email marketing software provides the same basic tools and functions.
The key is to choose the features that match your email marketing goals.
Analytical Features
Most email marketing software providers give you some way to monitor the performance of your campaign.
Each email sent provides useful data that can help you fine-tune your email list and target recipients more likely to be receptive to your message.
This data can be extremely valuable by serving as a learning tool that illustrates what works, what’s not working and where you need to place more effort.
Some of the useful data you can collect includes:
• Who received your email
• Which emails were opened
• What links were clicked inside your email message
• Who opted out
• Whether or not your email ended up in a spam folder or was labeled spam
• If your email was forwarded
Social Integration
The easiest way to link your marketing emails to your various social platforms is with a simple link within your email.
You can allow recipients to instantly post your email to their social platforms or pick and choose parts of your email, such as any photos or graphics you included, to visual platforms like Instagram and Pinterest.
According to a BlueHornet study, nearly 40 percent of consumers share emails via their social networks, so there is definitely something to be said for making your emails as socially sharable as possible.
A/B Testing
A/B testing is a method of testing your current design against changes you made to determine which version produces the best results.
The A/B testing concept can be used with various email components to determine what engages your customers the most.
In terms of email, you can achieve this goal by sending out multiple versions of the same basic email with different variations such as one subject line for one email and a different headline conveying the same basic concept in another email.
Not all email marketing software providers have an A/B testing feature, so do some shopping around if you want to test different email formats, subject lines and features.
Choose an Useful Email Platform
If your current email platform doesn’t offer testing options, consider finding one that does if you want the added peace of mind of knowing what’s working and what’s not before you go ahead and launch a full email marketing campaign.
GetResponse is an easy-to-use email marketing platform that can be used via desk top or accessed on mobile devices.
This email platform includes with built-in test tools you can use to send selected emails to a certain percentage of recipients to gauge the response you get.
The software actually determines which version is getting better results and automatically selects the better version to send to your remaining recipients.
Effective email marketing software even has the power to build brand identity and loyalty. It’s a wonderful way to keep email as a relevant marketing tool in today’s high-tech business world.
It’s also more cost-effective to make adjustments early in an email marketing campaign to boost your ROI.
