Table of Contents
- What is email marketing?
- Types of email marketing campaigns
- Welcome email
- Email newsletters
- Stand-alone emails
- Focus on leads
- Sponsorship email
- Transactional email
- Re-engagement email
- Why are email marketing campaigns popular?
- Why do you need email marketing software?
- Email marketing software tools
- Benchmark Email
Whether you are new to the world of business or already a pro in the corporate industry, you surely know the advantages of marketing. The most important things that one can do to profit their business are advertising and advertising.
And with the digitization and advancement in technology, the advertisements of products and services are not limited to pamphlets, newspapers, and television commercials. These have become outdated and digital marketing is emerging in place. Email marketing platforms help advertise and promote your brand digitally.
While many marketing campaigns can be expensive, using email marketing software is relatively inexpensive and quick. As the name itself is shouting, email marketing is nothing but promotions through emails.
What is Email Marketing?
One form of digital marketing can include marketing your brand, product, or service through emails. Email marketing involves sending commercialized emails to a group of people, existing clients, or potential customers.
Email campaign software is on the rise because email marketing is in demand these days. An email is considered as a marketing email if it is intended to promote a brand directly or indirectly. It is generally sent to the masses.
Types of Email Marketing Campaigns
There are various types of marketing email campaigns, as discussed below:
1. Welcome Email
Such emails, by and large, are meant for lead clients to make them aware of your business. It is a good idea not to promote any product or service in the mail but give a crisp introduction to your organization to convert that prospective client into a regular customer.
Messing up with a welcome marketing email can lead to the loss of the client. On the contrary, if you manage to nail the welcome email campaign, a loyal customer is on your business list. Make sure to go ahead with this email campaign with extreme care.
2. Email Newsletters
Perhaps, this is the most widely used email marketing strategy to promote events and newly launched products and services. Newsletters not only attract prospective customers but are also helpful in maintaining the existing ones.
One can remain in touch with clients, and through newsletters, it is ensured that they put your brand on top of the list while purchasing something. Update your clients and prospects about the latest offers and discounts, new services and collections, upcoming events, etc.
Design a newsletter by keeping in mind the exact goal of the campaign.
For a successful newsletter campaign, make sure to drop the mail at regular intervals. Try to fit in the various but required information in it. One can also attach some video clips for promotion.
Just remember, the key for a successful newsletter is prioritized information and excellent image and text embedding.
3. Stand-alone Emails
A dedicated and focused approach is what is intended in stand-alone emails. Just describe the product, service, or event in a picture and shoot the mail to subscribers. The negative point with this is that not all the subscribers might be interested in that particular stuff. If possible, try to segregate the subscriber list based on their consumer behavior.
4. Focus on Leads
Focus on lead is a targeted marketing email for potential clients to join your list of customers. Instead of mass mail, the mail goes to only a handful of and a segregated list of people to promote your brand. The one negative point with this marketing strategy is that marketers do not keep track of the traffic most of the time. These emails are automated, and it is difficult to estimate the pros and cons of the strategy as an advertising method.
5. Sponsorship Emails
Sponsorship emails come under the umbrella of paid media campaigns. So, you see, these are not that pocket-friendly. But one can actually reach a new set of targeted audiences that is not present in your database. The good news is that you will work on the campaign harder; after all, you are paying for it. It will be easy to get precise data about the traffic to your site due to this campaign.
6. Transactional Emails
Transactional emails are sent as a response to some trigger. For example, an incomplete registration to an event will trigger your database to send an email to the concerned person to complete registration. An interrupted transaction will prompt the system to drop an email to complete the transaction.
Such marketing email campaigns can be used to promote your brand indirectly. You can actually put some images, text, or pamphlets about your enterprise or a specific product for advertising.
7. Re-engagement Emails
If you find some of your clients are playing dead, it is time to energize them. Drop some re-engagement emails seeking feedback, etc. If you get a reply, your customer is still with you. If you don’t, then just clear your list and boost your client engagement rate for a better reputation. It is a win-win situation in both scenarios.
It is up to your brand, goals, and the product or service you want to promote through the marketing email scenario. No doubt, an email marketing strategy will prove fruitful for your business in the long run.
Why are Email Marketing Campaigns Popular?
When we have other marketing options available to us, why would we go for an email marketing campaign anyways? The answer is to establish a stronger relationship with clients and cost-effectively boost your business.
Email campaigns are preferred by small businesses, as well as well-established enterprises because of the following reasons:
1. Trust building
A regular but not very frequent commercial email to customers helps in boosting the trust of your client in your brand. Psychologically, your brand will appear on the priority list when they are considering purchasing something.
2. Seeking customer’s loyalty
Such emails help maintain a relationship with the client, and they prefer to come back to your product.
3. Product awareness
By sending commercial emails, you make people know about your product and its existence. How will anyone purchase the product if they do not know you have one such item in your bag.
Recent statistical research on emails has reported that by spending just $1 on an email, one is likely to get a return of $42 through such campaigns. It is undoubtedly going to increase your profits.
5. Visibility of content
You do not place an advertisement pamphlet in a jungle to promote your brand. However, you would surely like to put it on the mirrors of washrooms. It was a joke. But the point is, one places an advertisement at the location where it is more likely to be noticed. And, people are habitual of checking their emails frequently. So, an email campaign of your brand is more likely to get noticed through emails.
Are you now worried about how to do email marketing? Then just relax. You can always visit some of the best email marketing platforms and make use of email marketing software or free email marketing tools for product promotion.
Why Do You Need Email Marketing Software?
If you are a novice in the field, then you can probably say that one just needs to send emails to multiple people at a time. You may think that why do you even need email marketing software? But one who understands the digital marketing and email marketing job do know the significance of an email campaign software.
You need email marketing software because email marketing tools can do more than simply sending emails. Email marketing is about getting clients’ responses, anticipating their behavior, knowing their interests, recognizing better timings for promotion, and getting the best out of the implemented marketing strategy. And one needs the best email marketing tool and the best email marketing platform to achieve all these.
Let’s look at what you can actually do with email marketing software.
- One can send multiple emails to multiple clients in a single day.
- Numerous contacts can be saved over the tool.
- You also receive professional email support.
- These email marketing campaigns platforms can also promote your brand through advertisements on Facebook or social media.
- Marketing automation can be created to save the trouble of manual work.
- It provides you with regular statistics that help in your business.
- One can also seek creative help for email marketing of their brand.
- One can put their human resources to some useful work instead of assigning them the tedious yet insignificant task of emailing. After all, their talent is wasted on such a job.
Though email marketing should be one of the most important works for promotional and marketing people, it is always a good idea to use email marketing software to perform such operations and save your time for other important work.
Email Marketing Software Tools
If you’re running an enterprise, you probably already know that email marketing is one of the essential ingredients for growth. According to Campaign Monitor, every dollar spent on email marketing warrants a return of up to $44. So, you want to be certain that you’re maximizing the efficiency of your email marketing campaigns.
Now, how do you augment it? By making the best use of the email marketing tools that are at your disposal, of course. Admittedly, we’re making this sound simpler than it has to be. With hundreds of tools available to marketers, it can be difficult to choose the one that works best for you.
Luckily, you’ve stumbled upon this page where we’re listing some of the top email marketing software tools. Read on to find out what kinds of businesses these tools are best suited for and their pros and cons.
Best suited for: Small and mid-sized businesses.
Description: The ActiveCampaign tool has a great canvas for building automation sequences. With a highly visual and intuitive user interface, the canvas remains easy to use and understand. With over a hundred templates, 800 integrations, and 500 automation recipes, this email marketing tool makes designing a campaign seem like a child’s play. It doesn’t end there. This is an all-in-one tool that allows businesses to monitor analytics, manage sales, personalize emails based on past behavior, and much more.
- Easy to use
- Very cost-effective
- Offers goal tracking and A/B testing
- Mobile editor available
- Business support over chat during official hours
- No free version, only free trial
ActiveCampaign does not have a free email marketing tool, but it offers a free trial. Just see if it works for you. If happy, then one can pay as per the number of contacts. The plan starts at just $9.
2. Benchmark Email
Best suited for: Agencies
Description: Smaller agencies tend to rely on their emails’ visual appeal and design, and this email marketing tool perfectly caters to that need. Not just from the point of view of the recipient of the emails but also of the designer. The simple user interface and elegant template designs make this tool a great choice. This feature is also extended to the landing pages that the tool allows the user to design. Apart from this, the tool offers over 1500 integrations, goal tracking, A/B testing, and automation that can elevate marketing campaigns’ quality.
- Easy to use
- Free version available
- Paid version is reasonably priced
- Customized marketing emails
- Automation is limited
Benchmark Email makes you customize your audience as well as email content as per the requirement. Try the free email marketing tools by Benchmark initially. You can upgrade to a premium pack if you find the software helpful.
Best suited for: Transactional emails
Description: SendinBlue is a great tool if you’re looking for flexible and versatile email marketing automation. The simple, visually engaging user interface allows the user to track customer behavior to create complex automation workflows and makes the developer’s work much simpler. SendinBlue also offers A/B testing to ensure that the user gets the most out of their campaigns.
- Free version exists (unlimited contacts)
- Paid version is cost-effective
- Mobile editor available
- Lacking in insights and goal tracking
- No money back policy
SendinBlue is ideal for small businesses that are looking for free email marketing tools. It might take some time to get used to it, but afterward, it is easy to use.
Best suited for: Small and medium e-commerce businesses
Description: If you’re looking to tap into the visual aspects of email marketing to allow your campaigns to stand out, Drip is the email marketing tool for you. They offer some of the best visual automation tools. If that wasn’t already enough to maximize personalization, this tool also allows users to recommend products based on customers’ past purchases, offer discount codes, and send reminders about abandoned cart items. With close to a hundred integrations, the tool simplifies the user’s experience. Not to mention the boost that the business can get via the revenue and engagement reporting feature.
- Offers split testing sequences
- Paid options are affordable and allow ‘pay as you go’
- 24/7 email support
- Relatively few engaging template choices
- No free version, only trial
- No mobile editor, accessible through mobile browser
Being a bit different from other email campaigning software, you may find it a bit difficult to use. But once you are comfortable with the dashboard, everything will run smoothly. One can pay as per the number of contacts in the campaigning list. The plan starts at $19.
Best suited for: Medium and large e-commerce businesses
Description: This tool was built purely with a focus on e-commerce websites. As the name describes, one of the key features of this tool is that it acts as a one-stop-shop to access various channels. It boasts integration with SMS, WhatsApp, various advertising platforms, and e-commerce websites. It also goes to great lengths to offer personalization by segmenting customers based on various preferences such as budgets, shopping behaviors, etc. This email marketing tool offers fantastic features for automation, including abandoned cart emails, welcome and goodbye emails.
- Offers tools for analytics and insights
- A/B testing
- Automated and triggered SMS, emails, push notifications
- Promotion on e-commerce websites, social media, and other platforms
- Relatively less user-friendly
- Free version is limiting, and paid options are expensive
They claimed to be the best email marketing platform for enterprises. Big firms and businesses might find the email marketing tools by Omnisend quite useful. The platform is dedicated entirely to e-commerce and indeed offers a lot of features.
Best suited for: Marketing automation
Description: As the name clearly suggests, Autopilot is a great email marketing tool if your focus is automation. It offers one of the best interfaces for building automation sequences. Anyone who works in this space knows that automation can sometimes be tricky to design, especially when there are several collaborators. This is solved by the option that the tool provides to add comments and explanations within the designing process. A key aspect of this tool is that it allows seamless integration with other tools. For example, Autopilot can trigger an action on a social media site directly, rather than using another tool for the same action.
- Free to use up to 2000 subscribers
- Strong reporting and analytics features
- Paid options are expensive
A highly advanced automated email marketing platform, Autopilot offers free email marketing tools as well as stronger and prominent features in the paid version. Autopilot is truly automated to give your product marketing a boost.
Best suited for: B2B service companies
Description: Hubspot was founded as a solution to unresponsive email marketing so you can be sure that they know what they’re doing in this space. This email marketing tool is especially great for users who are keen on the personalization aspect of emails. You can use any of the subscribers’ contact records to customize the content, links, attachments, etc. The tool offers several professionally designed templates that allow you to customize your email campaigns based on the campaign or company goals. They offer one of the best analytics tools out there that can give the user deep insights into the responses and behaviors of recipients.
- Free version available
- Easy to use
- Offers A/B testing
- Free version is very limiting, and the paid version is expensive
Hubspot is a great email marketing software when purchased. You can actually monitor your investments and returns in a much detailed and automated way. This makes you analyze customer behavior and improve on your strategies. But go for the paid version only if your returns are high enough to cover the cost of the software.
Best suited for: Bloggers and content creators
Description: If you’re a budding creator or are simply looking to design consistent email campaigns without any fuss, this is the email marketing tool for you. They allow creators to send automated emails with a reasonable level of personalization. For example, the user can modify content based on the expertise of their subscribers. Although there are relatively fewer templates to choose from, they are neatly designed and visually pleasing.
- Simple and easy to use
- Free option available (up to 1000 subscribers)
- The cost of paid options is reasonable and proportional to the number of subscribers
- Lack of in-depth analytics
- Lack of choice of templates
The ConvertKit platform attracts new businesses and is ideal for starters to begin with free email campaigns. However, B2Bs or large enterprises would have better options than ConvertKit, if they are willing to spend some extra bucks on an email campaigning platform.
Deciding what tool to use for your email campaign might still be a difficult job for you. And why not? Out of many factors, the success of your business also depends on the promotion of your brand. While email marketing is one of the widely used campaigning methods these days, one should always try to use it carefully and go for an email marketing software that actually works as per your needs. Emails are direct contact with your clients, and pissing them off can prove fatal to your business.
Now that you’re familiar with some of the best tools out there to help you run successful email marketing campaigns, all you have to do is figure out which ones work best for your enterprise. Even if the listed ones aren’t exactly what you’re looking for, they’re great to get you started and can surely help you find clarity moving forward.
All the best and happy email campaigning!
Many email marketing platforms offer free email marketing software with limited features. However, if you have just started email marketing or are a small enterprise, you can try the free email marketing tools. Some of the best email marketing tools that offer free services are:
ConvertKit: The easy-to-use platform is known for its simplicity and affordable marketing tools. Beginners will surely love the free version of ConvertKit.
Mailchimp: MailChimp’s free email marketing service offers many features that can be easily used to handle your email marketing campaigns efficiently.
SendinBlue: Perhaps the most popular option among the free email marketing platforms, the free version can send up to 300 emails a day.
Hubspot: While this email marketing software is equipped with various features, the free version of the software has limited options.
Omnisend: A bit difficult to use initially, the free email marketing version of the software indeed offers many features to start with. All your communication platforms are present on a single dashboard to ease accessibility.
SendPulse: This one is popular for all sorts of marketing features, email marketing being one of these. The free email marketing platform can help with triggered emails as well as automated emails.
There are many platforms available for email marketing that offer free services. You are advised to choose the one that best suits your needs.
Email marketing is one of the widely used marketing strategies employed these days. Many market surveys and research indicate that the return on investment or ROI through email marketing campaigns is quite huge. If one goes by the reports, then the return is about $42 on every single dollar spent on an email campaign.
Email marketing is highly effective as you are communicating directly to the clients and informing them about your brand. However, be careful when designing email campaigns so that your emails do not end up as spam.
You ask for email addresses and contact details from clients when they first visit your enterprise. Apart from that, you can also offer discounts or incentives on email registrations.
Advertising your products and lucrative deals on landing pages, social media platforms, and your website can also help build a subscriber list. While it is always a good and beneficial idea to grow your subscriber lists naturally in the long run, sometimes, though not advisable, a subscriber list can also be bought. But in this case, chances are they are not the lead clients who can eventually end up being your customers.
Deciding on the frequency to send marketing emails is a tedious task. One should carefully collect and analyze data, experiment with the timings and frequency, wait and record clients’ responses to come up with the optimized frequency of sending the commercial emails.
Depending upon one’s business, products, and services, the only way to get the answer is to experiment and customize accordingly. The rule of thumb is, send frequently, but not so frequently that the messages are being marked spam. It absolutely depends on how the majority of the email marketing receivers respond to your emails.
To get those statistics and analyze results, one can make use of the email marketing platforms.
Email marketing is surely something you should try to reach out to possible customers and promote your brand. To start with email marketing, just keep the following points in mind.
Figure out what sort of audience will be interested in your product?
The age group, interests, and possible professions of the prospective clients will decide the most efficient marketing strategy for your product. So, the first step is to figure out your audience that can be the lead clients and prospective customers.
Why are you sending a commercial email?
Based on the reason you are trying to contact a potential or existing customer, marketing emails are classified into different categories. Set the goal for the email, if it is an introduction to your brand, offers or discounts, newly launched products or services, about some transactional failure, or something else. You need to have a set goal to send a marketing email.
Through research, find out the time when your clients are the most responsive to your communication. Schedule the email campaign for that time. Voila! You are ready to send your first commercial email.
While you are ready to start your email marketing drive, make sure you adhere to the SPAM rules and other internet or email guidelines.
Email marketing is getting more automated day by day. You need not stick to your inbox to respond back to thousands of customers. Triggered marketing emails are automated responses to the clients who have left something in between on the website.
The customer might have experienced a failed transaction or has left a form incomplete on the website; maybe someone was shopping on the online platform and abandoned their cart and much more. Such events trigger the system or database to send an automated reply to them. Such emails that are sent due to a trigger fall under the category of triggered marketing emails.
The subject of an email is the very first thing people tend to read. A catchy yet short and crispy subject line will set a good impression. Use clean and clear words that tell about the content.