If you’re considering an email platform, you have a lot of options. Some are free or low-cost, others are expensive, and often the price hinges on how high-volume your operation is. The bells and whistles you get for your monthly subscription may be necessary to your efforts – or could be far more than what you need.
Choosing an email platform can be a challenge. Here are a few things to consider when deciding between platforms.
List and Contact Management
Consider how easy it is to manage your lists, and segment out different sub-demographics when you want to run targeted campaigns.
Some platforms are built for smaller lists, and you might be working with just one master list that you can organize and sort with different labels or tags. Other platforms let you have multiple lists and more precise personalization.
Design Tools and Templates
If you don’t have a design background, it can be extremely helpful to have easy-to-use, drag-and-drop templates that give your emails a professional, designed look (without needing to know HTML coding or complicated design software).
Some platforms are integrated with companies such as Shopify or Eventbrite to make drag-and-drop functionality even easier. Others offer block-based templates that let you easily customize their look to match your brand.
Analytics and Reporting
Without analytics and reporting, you’re flying blind. It’s crucial to know how well each email is performing so you can see what’s working and find opportunities to improve.
Most email platforms offer analytics, even at the free level. Consider how easy and intuitive the dashboard is to use, and what information you can see.
It’s important to monitor:
✓ Bounce rates
✓ Open rates
✓ Click-through rates
Some platforms – Mailchimp, for instance – offers data integrated with Google Analytics that can tell you directly how much revenue was generated from a campaign.
It’s crucial to be able to automate your workflows, and some platforms are better at this than others.
Mailchimp and Constant Contact, for example, will let you automate things like:
✓ Welcome emails
✓ Lead nurturing sequences
✓ First and post-purchase messages
✓ Abandoned shopping cart messages
✓ Retargeting emails, and more
Many email marketing platforms have a lot to offer – and some free platforms offer more robust capabilities than you might think. Narrow down your list and take your top three or four platforms for a test drive. Consider all of the factors above, as well as the price point, before making a final decision. This should help you find the right email platform for your company.
Need help choosing the right email platform to meet your needs? We have expertise with a wide range of email marketing options, and partner with Mailchimp and Constant Contact, among others, to provide our clients with the right platform to meet their goals. Ask how we can help!
Kristen Nevins, CDMP, has over a decade of experience in marketing and communications. She joined Direct Connection in early 2018 and leads the team with her extensive digital marketing expertise.
For additional information, contact Kristen at firstname.lastname@example.org or 707.410.7254