How Do Agencies Pick an Email Marketing Platform?

Some people think that email marketing is no longer relevant due to recent technological advances in the business world.

Email marketing, on the other hand, as a well-established method of online marketing, has already demonstrated its cost-effectiveness. Because so many people use email, email marketing is still one of the simplest and least expensive ways to promote a company.

You can increase brand awareness and sales for your company by implementing a well-thought-out email marketing campaign. Email marketing gives you complete control and allows you to communicate directly with your customers.

Regardless of how simple email marketing is, it is widely acknowledged that working with an email marketing agency yields the best results. Email marketing is an effective channel for businesses in a variety of industries because of nimble agencies.

To maintain a well-functioning email marketing strategy, digital agencies mostly rely on a few useful tools. Given the abundance of such tools on the market, selecting an email marketing platform is a difficult task. Below are some suggestions to assist you in determining which techniques are most appropriate for various agencies.

What Are the Benefits of Email Marketing Platforms?

Let's start by discussing the content of email marketing platforms. The majority of email marketing is done through automation.

Email marketing automation allows you to send personalised and targeted bulk emails without putting in a lot of effort. Email marketing platforms assist you with this process of automation.

An email marketing platform should be able to handle all aspects of your email marketing strategy, including communicating with your target audience, generating email newsletters, sharing brand messages, selling goods and services, and assisting consumers at various stages of the sales funnel.

Other tasks that email marketing platforms perform include managing contact lists and monitoring the performance of email marketing campaigns.

Your email campaigns will still be kept out of your clients' spam folders if you use a good email marketing platform. It not only keeps your current clients happy, but it also attracts new ones by sending them targeted content.

Email marketing tools that align with your company's business goals are needed for an agency to provide you with the best email marketing solutions listed above. To find the best tools for agencies, we'll look at a few key considerations.

Segmentation of data

You have clients with a wide range of preferences. As a result, treating them as if they are all the same is pointless. Email segmentation is the process of grouping your contacts so that you can send targeted email marketing content to them. Customer segmentation allows you to send personalised emails to them.

Your email lists can be segmented based on a variety of factors. You can, for example, address your clients based on their location, such as city, language, and environment.

Demographic data provides a plethora of segmentation ideas, including age, gender, occupation, and marital status.

Customer behaviour patterns can also be useful, such as grouping customers with similar previous purchases. To segment your email lists effectively, you'll need solid tools.

Agencies should also keep in mind that different sectors require different segmentation methods. It is critical for ecommerce businesses to collect all relevant data for their online stores.

Email marketing platforms for ecommerce can help them create a layered segmentation strategy based on weather conditions in a country where some of their customers live, for example.

Email marketing tools that prioritise dynamic segmentation should be chosen by agencies. Because static segmentation is the process of grouping a subset of customers and freezing their data.

That isn't what companies require. Dynamic segmentation, on the other hand, uses real-time data to keep customer information up to date so that users can move in and out of target segment groups.

Email marketing segmentation aids in the development of an ever-improving email presence for companies. When your agency uses the right email marketing tools, you can target the right customers and make them feel special with personalised emails.

Incorporation

Of course, email marketing is just a part of your overall marketing plan. It's best to combine it with other useful tools to create a comprehensive and effective strategy for your company. Using other powerful tools to integrate your email marketing campaigns will help you achieve better results.

Putting different piees of information in one place takes time. Email integrations aid in the collection of contracts and the development of mailing lists. Using email marketing platforms that can quickly collect data and sync it with your email lists pays off.

One of the most effective strategies is to combine social media and email marketing.

For example, you can combine Instagram and email marketing to create personalised advertisements that allow visitors to sign up with a single click. People who sign up via your integrated ad will be automatically added to your mailing list and CRM. It's a good thing to use an email marketing tool that integrates with your CRM.

Email marketing is also used heavily by ecommerce businesses. If you're looking for an email marketing platform for Shopify, look for one that has direct integrations and allows you to access your store data directly from the platform.

The best Shopify agencies look for platforms that enhance their email campaigns by providing seamless integration.

Features Not Included

Automation, segmentation, and integration are all important aspects of email marketing. Email marketing tools also have some extra features that can help your business grow.

Providing email testing tools and assisting with the creation of email landing pages and subscription forms are just a few of the relevant ones.

Another important aspect of email marketing is analytics. The way you evaluate the success of your campaign is critical in determining what can be improved.

In today's market, reporting only the most basic analytics is insufficient. Even if you don't need to deal with very complex data, you should look for platforms that provide robust analytical tools and data exporting options.

To achieve the best possible results, you should look into the software that the email marketing platforms use.

Remember that the best email marketing tools provide the most functional software services to agencies.

You should choose an email marketing platform with your email marketing partner that helps you to manage valuable content, update customer data, and give you an overview of important metrics such as critical KPIs like open rates and click-through rates.

Platforms for Email Marketing Cost

There may be great agencies and email marketing tools nearby, but depending on the size of your company, your budget is usually limited. That is why it is critical to find platforms that can meet your particular needs while also being worth the money you pay. You should exercise caution when selecting the platform and package that is most appropriate for your company.

Every email marketing campaign is different, and there are numerous variables that influence the pricing models used by email marketing platforms.

These platforms provide a variety of services, including artistic, technical, and account management. The costs of the services you require will rise as the number of services you require grows.

The number of emails sent is another major cost driver. Pricing should be done on a week-by-week or month-by-month basis. The complexity of an email, such as dynamic components, number of content areas, number of links, templates, segmentation, testing, and so on, affects the cost of a single email.

Even though automation is at the heart of the email marketing process, campaigns must still be monitored, managed, and optimised.

Meeting this ongoing attention requirement can be expensive at times. Even though they take longer to set up, automated email programmes will require less effort in the long run than manually generated newsletters, announcements, or promotions.

Obtaining data can also significantly change the cost of email marketing tools. One of the most important aspects of pricing is the number of data sources and the methods for accessing data.

If a single data source is integrated with the email platform, the configuration may be relatively inexpensive. However, in larger organisations, critical customer data is dispersed throughout the organisation, necessitating more time to handle data integrations and reporting.

Final thoughts

Since the early days of digital marketing, email marketing has been very successful in generating enormous returns for advertisers.

It's a particularly good method for beginners. To get the results you want, you don't need to use complicated methods.

You can provide value to your customers while also attracting new ones with the help of the best email marketing tools your agency would choose for you.

The best email marketing platforms will aid in increasing audience engagement, lead generation, and sales.