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How do you choose email marketing tools and platforms?

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Email marketing is one of the most effective and affordable ways to reach your audience, build relationships, and drive conversions. But how do you choose the right tools and platforms for your email marketing campaigns? In this article, you'll learn about some of the key factors and features to consider when selecting an email marketing service.

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1 Your goals and needs

Before you start comparing different email marketing tools and platforms, you need to have a clear idea of what you want to achieve with your email marketing campaigns. Do you want to grow your list, increase engagement, generate leads, sell products, or something else? How often do you plan to send emails, and what kind of content do you want to create? How do you measure your success, and what metrics do you track? Answering these questions will help you narrow down your options and find the best fit for your goals and needs.

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Ines Rosef-Ingram

Helping SME's make Marketing, Sales and Business Processes more efficient through thinking holistically, measure, automate and align with business goals | Law Firm Marketing | Click to Customer | Content that Converts
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Many email marketing tools will list their features on their websites, but note that it can still differ greatly what the various platforms mean with terms like segmentation, workflows, customization, automation etc. Make sure that there is no surprises, but also that your full potential for what you can do by going deeper into the different features from the different suppliers. Consult with your marketing strategist if needed.

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2 Your budget and resources

Another important factor to consider is how much you can afford to spend on email marketing tools and platforms. There are many options available, ranging from free or low-cost plans to premium or enterprise-level solutions. Depending on your budget and resources, you may want to look for features such as unlimited subscribers, custom domains, advanced segmentation, automation, analytics, integrations, support, and more. You may also want to compare the pricing models of different email marketing tools and platforms, such as pay-as-you-go, monthly, or annual plans.

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Ines Rosef-Ingram

Helping SME's make Marketing, Sales and Business Processes more efficient through thinking holistically, measure, automate and align with business goals | Law Firm Marketing | Click to Customer | Content that Converts
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Make sure you also look at what the costs will be of an upgrade if you will be needing this. Some platforms might be free or cheap to start off with but become unnecessarily expensive when you need additional or more advanced features.

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3 Your audience and niche

The next factor to consider is who your audience is and what they expect from your email marketing campaigns. You need to know your target market, their demographics, preferences, pain points, and behavior. You also need to know your niche, your unique value proposition, and your competitors. These insights will help you choose an email marketing tool or platform that can help you segment your audience, personalize your messages, deliver relevant content, and stand out from the crowd.

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Wan Yuee Low

Helping Businesses Digitally Transform through Content Marketing, Data Analysis & AI Empowerment
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If you are just starting your email campaign a good place to start is really by the source of the lead. Your audience could be from filling up a form on your website about a specific order (we call these service / product specific landing pages), or it came from running in person events at a physical location, or a virtual meetup session about a specific topic. Always focus on the "WHY" they want to connect with you, and you can try to use an email sequence to further segment them and offer them "the good stuff" of your business that hopefully helps them move down the pipeline.

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4 Your design and functionality

Another factor to consider is how you want your emails to look and function. You need to choose an email marketing tool or platform that can help you create attractive and responsive email designs that suit your brand identity and style. You also need to choose an email marketing tool or platform that can help you optimize your email deliverability, performance, and security. You may want to look for features such as drag-and-drop editors, templates, mobile optimization, spam testing, A/B testing, encryption, authentication, and more.

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Ines Rosef-Ingram

Helping SME's make Marketing, Sales and Business Processes more efficient through thinking holistically, measure, automate and align with business goals | Law Firm Marketing | Click to Customer | Content that Converts
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Many platforms also offer a range of templates that you can start off with when creating your emails. These reduce the need for design skills and are generally always responsive in design.

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5 Your scalability and flexibility

The last factor to consider is how you want your email marketing tool or platform to grow and adapt with your business. You need to choose an email marketing tool or platform that can handle your current and future needs, without compromising on quality or functionality. You also need to choose an email marketing tool or platform that can integrate with your other tools and platforms, such as your website, CRM, social media, e-commerce, and more. You may want to look for features such as API access, webhooks, plugins, extensions, and more.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you choose email marketing tools and platforms?

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1 Your goals and needs

2 Your budget and resources

3 Your audience and niche

4 Your design and functionality

5 Your scalability and flexibility

6 Here’s what else to consider

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