You need these 5 essential features when choosing your email marketing software

Email marketing is an essential marketing ingredient for companies of all sizes. However, it is crucial for small to medium-sized businesses. The correct email marketing platform can help reach potential customers, form relationships, and grow the business. Below are five essential features you must look for in an email marketing platform to ensure success.

Ease of Use

The last thing you want to be doing is spending valuable time learning a complex system that provides features matched in simpler platforms. It is good practice to choose a platform that is user-friendly and easy to navigate. It would be best if you were looking for quick and efficient campaign creation, management, and campaign sending. Clear instructions and helpful resources also play a significant role in a smooth user experience.

Templates

Pre-designed email templates can save time and help create professional-looking emails easily. It also aligns with being an easy-to-use platform. A good platform should offer a range of templates for various industries and purposes.

Flows

Automated email sequences, known as flows, can help send the right message based on an audience’s actions at the right time. A good email marketing platform should offer a variety of flows, including welcome flows, cart abandonment flows, and post-purchase flows. These are usually part of a series of templates in a good email marketing platform.

Data Collection

Data collection is critical for understanding audiences and improving email campaigns. A good email marketing platform should provide data on audience behaviour, such as opens, clicks, and conversions, to help you create targeted campaigns and measure campaign success.

Segmentation

Once you have data you need to make use of it. Segmenting your audience is a crucial part of effective email marketing. A good platform should allow you to segment your audience based on various criteria, such as demographics, behaviour, and interests. With segmentation, it is possible to create targeted campaigns that resonate with your audience and improve conversions.

(BONUS) Integration

The more data, the better we understand our clients. Choosing a platform that integrates well with existing tools and systems, such as websites, social media, and e-commerce platforms help feed valuable information back into the email marketing platform. Whilst it may not be necessary for the early days of your business growth, it will be crucial to ensuring consistency and effectiveness in campaigns. This is why it is good practice to find a platform that fits your growth expectations.

Finding the right email marketing platform is critical to the success of small to medium-sized businesses. The software platform should offer integration, ease of use flows, templates, and data collection. Consider these factors when choosing the right platform to reach audiences effectively and grow your business.

Find out more about email marketing for small business.

Email Marketing for people by Manage Marketing