Email marketing is one of the most effective tools a small business can use. For every $1 you spend on email marketing, your small business can expect an average return on investment of $42 (source).

With the right email marketing software, you can streamline your marketing plan while reaching the right customers with the right messaging, maximizing sales of your products or services, and building lasting relationships with customers.

To help you find the right email marketing software for your small business, we’ll break down what qualities to look for in your marketing software and how to select the right one for your business.

What Makes a Good Email Marketing Software

User-Friendly Interface

First and foremost, the email software you use should be user-friendly and easy to understand. It should simplify your marketing team’s job, not complicate it.

The email-building feature should use a drag-and-drop responsive design tool that makes it easy to create well-designed emails without any HTML or CSS coding experience. Many platforms also offer email templates to help you quickly create engaging campaigns.

Email Marketing Automation

If your small business hasn’t already started sending automated emails, they are an absolute must for your digital marketing strategy. Automated campaigns are personalized emails triggered when the user performs a specific action.

Not only does marketing automation save time, but by tailoring the right message at just the right time, your business could see a significant increase in sales. In fact, 80% of marketing automation users saw an increase in the number of leads, and 77% increased conversions (source).

Any good email marketing software will be able to send out automated emails triggered by specific customer behaviours. Here are a few ideas for automated emails your small business could send:

• Welcome email for new subscribers
• Onboarding emails
• Abandoned cart reminders
• Promotions
• Birthday discounts

Customer Segmentation

According to a study by Mailchimp, a popular free email marketing software, segmented campaigns had 14.3% higher open rates than non-segmented campaigns and received 101% more clicks (source).

By focusing on a targeted group of customers, your email recipients will find you’re messaging far more relevant. Look for email marketing software that allows you to segment customers by demographics and specific behaviours such as:

• Geographic area
• Purchase history
• Website behaviour
• Position in the sales funnel

Analytics Tracking and Reporting

Your email marketing software should track your email campaigns’ performance and create analytics reports to improve your future email marketing strategy. A few key metrics it should track are:

• Open rate
• Click-through rate
• Bounce rate
• Forwarding rate
• Unsubscribe rate

How to Choose the Right Email Marketing Software for Your Small Business

Seamless Integration

Your email marketing software should integrate seamlessly with your Customer Relationship Management software (CRM) and company website. Integrated software ensures your subscriber lists and customer data are always up to date.

Set a Clear Email Marketing Budget

There are several email marketing software options available at a wide range of price points, so it’s crucial to have a clear budget for your email marketing efforts.

While some platforms offer a free version, most have limited capabilities. Because email is one of the most effective digital marketing channels, it’s worth spending some of your marketing dollars to unlock all the available features.

Take Advantage of Free Trial Periods

Before purchasing expensive software or locking yourself into a monthly contract, use the free trial period to test the software first.

If you’ve never used email marketing software before or are unsatisfied with the first platform you test, it may be worth trying multiple to determine which one is best for your small business.

Compare Similar Software

These days, there is a growing number of software options for small businesses to choose from. Take the time to compare the price and features of a few different software to ensure you make the right choice.

If you’re unsure which platform to pick, read user reviews to see what other small business owners thought of their service.

Developing a strong email marketing strategy is no easy task. If you need support finding the best email marketing software for your small business, Asset Digital Communications is here to help. As a full-service digital marketing agency in Toronto, we can help grow your subscriber lists, create stellar email campaigns, and increase sales.