newsprompt.coRETAIL MARKETING TRENDS
Email marketing is a simple and proven strategy to promote your business. It attracts new customers and helps maintain close relationships with loyal customers. There’s a long list of email marketing services available and most operate at relatively low prices, with packages to fit every business size and need. Features run the gamut from basic text-based email editors to fully designed HTML or JavaScript templates. Managing contacts can be as simple as having a list of names and emails or a database of subscribers segmented by various demographic slices and engagement levels. It’s just a matter of determining which features and tools you need and how much you’re willing to spend.
Packages, Setup, and Support
And that leads us right into understanding service pricing and packaging. The services we reviewed range from about $5 per month to as much as $20 per month for a range of features. Many email marketing plans include unlimited email sends each month and bill you based on the number of subscribers. If you have a small list, look for a company that offers a free plan, a low-cost plan for several hundred subscribers, or even a pay-as-you-go plan. On the flip side, many of these services also offer high-volume plans with up to 100,000 or more contacts. Sometimes this requires a custom plan that has to be arranged directly with a sales rep. If you’re willing to commit, some companies offer discounts if you pay by the year rather than month by month. A few offer money-back guarantees.
Managing Subscribers and Creating Campaigns
Whether you already have a list of subscribers or are starting from scratch, email marketing services can help. All of the services we cover let you add contacts manually using copy and paste or by uploading CSV or Microsoft Excel files. Some integrate with third-party software enabling you to import Gmail and other webmail contacts, Salesforce.com and other customer relationship management (CRM) data, or other software where you might have contacts stored. Depending on the size and location of your list, third-party integration could be key. Verify whether you can export contacts as well (and how easy it is to do so) should you leave the service. Managing users who unsubscribe should also be easy so you’re not accidentally contacting anyone who has opted out of your newsletters.
Email Responders and Campaign Tracking
Beyond sending basic newsletters, the best email marketing services offer custom auto-responders, which help you stay in touch with your contacts with automatically generated emails based on special occasions (such as their birthday or anniversary), welcome emails for new subscribers, or thank you emails for recent purchases.
The most advanced email marketing services offer custom workflows where you can specify triggers based on actions (such as opening an email or making a purchase) or on inaction (such as ignoring emails). With these services, you can also set up a series of emails (such as tutorials) to be sent to segments of users, and you can pause or stop a campaign at any time. You can also move contacts into new segments once they have completed tutorials.
Featured email marketing services are given below.
Campaign Monitor
Campaign Monitor offers an easy way to connect with your audience through email marketing, including auto-responders, but it lacks third-party integrations and live support.
Zoho Campaigns
Zoho Campaigns includes advanced features, such as auto-responders, for a low price, but its dated interface and limited templates hold it back.
Emma
With features for companies big and small, Emma is versatile email marketing software with a personalized touch.
Constant Contact
Constant Contact is easy to use, looks professional, and demystifies email marketing. It was a bit glitchy in testing, however, and is occasionally stingy for the price.
Campaigner
Campaigner is a well-designed email marketing service with many advanced features and a generous free trial.
MailChimp
MailChimp is easy to set up and easy to use. If you are a small business looking to get started with email marketing with the least amount of fuss, MailChimp should be part of your toolbox.
Infusionsoft
Infusionsoft is a capable, easy-to-use CRM and email marketing platform geared toward small businesses with up to 25 employees. It’s not the cheapest or the most in-depth, but the goal-oriented platform succeeds at helping targeted businesses hit measurable sales and marketing goals.
RedCappi
Geared towards beginners, RedCappi is email marketing software that’s simple to use with somewhat basic features.
Aweber
AWeber gives you the flexibility to manage contacts and customize your own email templates, but not a lot of third-party integration. If you want email marketing without a lot of fuss, AWeber deserves a look.
SendinBlue
SendinBlue is a promising email marketing solution, but it’s not always easy to use as its templates are basic and it lacks third-party integrations.
