How to Choose an Email Marketing Platform for Your Business

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Did you know that email is the most effective digital marketing channel for ROI? According to the Direct Marketing Association, email marketing produces an astounding ROI of $36 for every $1 spent!

With such high potential returns, it's no wonder that email marketing is a top priority for business owners. But with several different email marketing software out there, it can be tough to decide which one is right for your business.

In this article, we'll go over some of the key factors you should consider when choosing email marketing software, so you can make the best decision for your business.

1. Decide what Features You Need

The first step in choosing the right email marketing software is to decide what features you need. Do you need advanced segmentation options? A/B testing capabilities? Automated email drip campaigns? Make a list of the features that are most important to you, so you can narrow down your choices.

To determine the features you need, here's a helpful exercise:

Think about your ideal email marketing campaigns. What does it look like? How does it make your customers feel? What kind of results do you want to achieve? Once you have a clear picture of your ideal email campaigns, you'll be able to identify the features you need to make them happen.

2. Consider Your Budget

Once you know what features you need, you can start considering your budget. Email marketing services usually cost you depending on the number of subscribers you have, so be sure to take that into account when deciding how much you're willing to spend.

When considering your budget, make sure to:

  • Set a realistic budget based on your business' size and needs
  • Consider the long-term costs of using the platform (not just the upfront costs)
  • Determine whether the platform offers a free trial or money-back guarantee (this can be helpful if you're on a tight budget)

3. Know What type of Emails You want to Send

The next step is to think about the types of emails you want to send. Do you want to send one-off promotional emails? Drip campaigns? Transactional messages? Automated welcome series?

Your answer to this question will help you narrow down your choices, as some platforms are better suited for certain types of email than others. For example, if you want to send one-off promotional emails, you might want to consider a platform like MailChimp or Constant Contact for contact management and in return for an effective email marketing strategy.

As a business owner, if you're looking for something more robust for small businesses, with advanced segmentation and marketing automation capabilities, you might want to consider a platform like HubSpot or Pardot for your customer data.

4. Check the Deliverability Rates

Before making your final decision while choosing an email marketing service, be sure to check the deliverability rates of the platforms you're considering. Deliverability rate is the percentage of emails that are successfully delivered to recipients' inboxes. Ideally, you want a platform with a high deliverability rate, so your messages actually make it to your existing customers' inboxes.

To check a platform's deliverability rate, you can:

  • Look for customer reviews or testimonials
  • Use an email deliverability testing tool like Email on Acid or Litmus
  • Contact the platform's customer support team and ask them about their deliverability rates

5. Build Your Testing Team

This team will be responsible for testing the email marketing platform before you start your email marketing efforts. For instance, they might test the platform's deliverability rates, or create sample emails to see how the platform works in practice. Building a testing team is a critical step in choosing the best email marketing software, as it will help you ensure that the platform you choose is actually right for your business.

To build your testing team, you'll need:

  • A project manager oversees the entire process
  • A developer to set up and configure the platform
  • A designer to create beautiful, engaging emails
  • An analyst to track and analyze your results

6. Create a Shortlist of apps

After you've considered all of the factors above to choose one of the email marketing software providers, it's time to create a shortlist of apps. To do this, simply go to your favorite search engine and type in "email marketing platforms."

You'll likely be presented with a long list of options, so it's important to use the criteria you've decided on to narrow down your choices. For instance, if you're on a tight budget, you might want to eliminate any platform that doesn't offer a free trial or money-back guarantee. Or, if you're looking for a platform with robust segmentation options like a customer database or CRM (customer relationship management), you might want to cross any platform off your list that doesn't offer this feature.

Some of the apps you might want to consider include:

  • MailChimp
  • Constant Contact
  • AWeber
  • GetResponse
  • iContact

7. Try Before you Buy

Once you've narrowed down your choices, it's important to try each platform before you make your final decision. This will help you get a feel for how each platform works and see which one is the best fit for your business. Most email marketing platforms offer free trials, so be sure to take advantage of this before you make your final decision.

8. Look for 24/7 Support

Last but not least, you'll want to make sure that the platform you choose offers 24/7 support. This is important in case you ever run into any problems or have any questions while using the platform.

Most email marketing platforms offer some form of customer support, so this shouldn't be too difficult to find. Customer support is an important factor to consider when choosing an email marketing platform, so be sure to keep it in mind as you make your decision.

Final Thoughts

In short, there are a few things you should keep in mind when choosing an email marketing platform for your business. Be sure to consider the types of emails you want to send, the deliverability rates of the platforms you're considering, and the price.

You'll also want to build a testing team and try each platform before you make your final decision. And finally, make sure that the platform you choose offers 24/7 customer support. Keep these things in mind and you'll be sure to find the best email marketing platform for your business. (Related: Top 6 Email Marketing Hacks That Will Boost Conversions & Engagement)

About the Author

I have been in the 'online business' space since 2009 when I started an eCommerce business selling motorcycle parts (sold in 2012). Since then I have owned and operated several successful online business (and had a fair share of failures), along with owning offline home services businesses. Currently my focus is online businesses that are profitable with paid traffic. As a 'self employed individual' I do not use Linkedin, but you can connect with my on my personal instagram and youtube which largely revolve around my mountain biking passion!