How can you choose the right email marketing software for your B2B marketing needs?

When getting started with email marketing, look at ease of use as one of the most important features. You will not be using most of the features in the beginning, but it's imperative to be able to create something easily, accurately, something your team members can collaborate on, and the ability to see what your email will look like in various inboxes. I am a big fan of Litmus paired with free MailChimp when you're just getting started. You can grow into more robust options, but MailChimp integrates well with everything. Until you are mailing large quantities, it's an easy adequate solution for beginners.

To choose the best marketing platform, you may considers some of these points 1. Define your email marketing requirement. Whether you just need it as a scheduled email, or you need lead scoring, automation, A/B test, integration with other platform, on top of it? 2. Find the vendor that offers the features you need. Compare at least 3-4 vendors 3. Ask the vendor to give you a free trial, not only a demo. So you can try first hand and get the feel in using the software. 4. Check the pricing, and whether the vendor can give a flexible offer (such as based on email delivered instead of contacts). 5. Don't forget to review their post-sales support.

1. **Feature Alignment:** Ensure the software offers features aligned with your B2B marketing goals, such as lead segmentation, automation, and analytics. 2. **Integration Compatibility:** Verify that the software integrates seamlessly with your existing CRM, marketing tools, and other software to streamline operations. 3. **Scalability:** Choose a platform that can accommodate your current needs and scale as your B2B marketing efforts grow. 4. **Compliance Support:** Ensure the software complies with data protection regulations like GDPR and provides features for managing subscriber consent and preferences.

In my marketing journey, I've learned that picking the right email software for B2B is essential. Look for key features like lead scoring, segmentation, A/B testing, and CRM integration. Ensure the software seamlessly integrates with existing systems and can scale as your B2B campaigns grow. Additionally opt for software's which gives offers detailed reporting & responsive customer support. Focusing on these will help you make the best choice for your B2B goals and see real results.

I'd start by ensuring you understand your needs fully. More often than not, I speak to clients who actually need a marketing automation platform, rather than just an email platform. Validate your requirements properly against your growth strategy - are you looking to communicate and analyse how your audience is engaging with just your email content? Or are you really looking to analyse your audience and behaviours and personalise targeting across a range of channels? Email marketing software can achieve some of the latter, but not always. Be clear about what you need upfront, build your strategy accordingly, and then start looking at platforms and features that will help you achieve it.

With such a vast quantity of platforms to choose from, duplicate features between systems can overlap and increase complexity (e.g. HubSpot has CRM and email capabilities, and MailChimp has email and CRM capabilities). Make sure you understand the customer journey properly and how and where the data relating to this sits; which system owns what, and how the functionality across these systems will manipulate this data, allowing you to drive meaningful engagement and derive insightful analytics. Then build out your technical roadmap.

The ability to integrate with other systems is indeed a must-have for any email marketing software. Here are a few reasons why seamless integration with other tools in marketing stack is important: 1. Data synchronization 2. Efficiency and automation 3. Improved analytics and reporting 4. Enhanced customer experience Overall, integration with other systems in marketing stack is essential for maximizing the effectiveness of email marketing efforts. It helps leverage data, automate processes, improve analytics, and deliver a more seamless customer experience, ultimately leading to better results and ROI for marketing campaigns.

Prioritize email marketing software that seamlessly integrates with your CRM, analytics tools, and other marketing stack components. Unified data and effortless data transfer enhance targeted and effective email campaigns, optimizing customer interactions.

It's important to look for integration with email marketing software. Integration with your customer list (CRM) and measurement tools to review success is key. This will ensure your marketing investments are maximised and optimised.

Deliverability is essential. But so is the data that you start with. If you start with poor data, your outputs, no matter how good the system are likely to be impacted. Consider where your email addresses come from. With legislation changes relating to 3rd party data, IP concealing, privacy tools, etc it's imperative to segment your data accordingly and create lists that relate to audience consent, validation, etc. Even the best systems out there will only now give an 'approximation' on delivery rates if the data isn't validated first.

Here are some key points to keep in mind regarding deliverability and ensuring your emails reach the inbox: 1. Sender reputation 2. Authentication protocols 3. List hygiene 4. Compliance with regulations 5. Monitoring and reporting by By choosing email marketing software with a strong focus on deliverability,which increase the likelihood of emails reaching the intended recipients’ inboxes and avoid being marked as spam. This ultimately leads to better engagement with audience and higher conversion rates for email campaigns.

Prioritize email marketing software with a strong deliverability rate to ensure inbox placement and avoid the spam folder. Look for providers that maintain sending reputation, offer tools for deliverability optimization, and provide insights into email performance for effective campaigns.

Warming up your email is a crucial step for maintaining strong deliverability. This process involves gradually increasing the volume of emails you send from a new email address or domain to build a positive sending reputation with email service providers. Jumping straight into sending large volumes can trigger spam filters or lead to blocks, as it may appear suspicious. A proper warm-up plan allows ISPs to recognise and trust your sending patterns, ensuring your emails land in the inbox and not the spam folder. This is essential not only for visibility but also for achieving better engagement and conversion rates from your campaigns.

Many of the major providers have very similar UX, so the learning curve between one system and another is not as steep as it was a few years back. In addition, AI features rapidly facilitate this UX process, so I guess in a short amount of time, we'll see the UX change completely as it gets even simpler to design, build and deliver email. Finally, as critical as UX is for building out campaigns, device capability is equally important. I've worked with several startups that only want to use mobile (tablet) devices vs desktop, and some of the functionality is not always the same, resulting in a performance loss, inability to create content effectively and in some cases a migration to a new platform altogether.

This is the key point. No need for excess features Scalable, adjustable dashboard Easy overview of subscribers Fast service response

Even the most powerful B2B marketing software is useless if it's overly complex. Prioritize a platform with an intuitive interface and user-friendly features. Your team should be able to navigate the platform easily, allowing them to focus on crafting compelling content and managing campaigns effectively.

Prioritize email marketing software with intuitive usability, minimizing the learning curve for your team. Look for platforms with user-friendly UI/UX, drag-and-drop editors, customizable templates, and easy navigation to streamline campaign creation and management, optimizing efficiency.

Scalability is not just about managing growth, but also about maintaining performance and reliability as needs grow. We need to choose a platform that offers high availability and reliability even during peak times.

I 100% agree on as your business grows, your marketing strategy needs to be evolved and obviously the way you communicate! This transition would be smoother if you are not in haste of changing platforms for everything! So the scalability and compatibility of your email marketing software with your vision would be of utmost importance! Precaution is better than cure!

Select email marketing software that can scale with your business growth without necessitating a complete overhaul. Prioritize platforms offering scalable pricing tiers or customizable plans to accommodate expanding subscriber lists and feature needs. Ensure your software serves you effectively well into the future.

Prioritize email marketing software vendors offering reliable customer support through various channels like email, chat, or phone. Look for providers with comprehensive resources such as tutorials, webinars, and community forums to assist with troubleshooting and learning new features, ensuring smooth operations for your growing business.

Technical glitches happen. Ensure the B2B email marketing software provider offers excellent customer support. Look for multiple support channels like phone, email, and live chat, with knowledgeable representatives who can answer your questions and troubleshoot any issues promptly.

When shopping for new email marketing software, if you had old email marketing software, you need to see how the data the new software tallies compares in terms of how it's measured. Because different software often measures things in different ways, leading to comparisons that aren't straight apples to apples.

A few more points to consider- Industry Reviews and Case Studies: Research industry review platforms and read case studies of B2B companies in your sector using the software. This can provide valuable insights into the platform's strengths and weaknesses in a real-world context. Free Trials and Demos: Take advantage of free trial periods and product demos offered by most B2B email marketing software providers. This allows you to test-drive the platform and assess its suitability for your B2B marketing needs before making a commitment.

Le must est un calcul de score de maturité des leads générés par la solution de marketing automation. Vous concentrez les efforts des commerciaux sur les prospects qui ont le plus fort engagement : téléchargement de e-book, inscription/ouverture/lecture de la newsletter ...