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Is your email marketing software the right one? 5 point assessment guide

According to a Landmark study, all $1 invested in email marketing generates a profit of $36 – which is quite a comeback. In addition, 78% marketers say email marketing is crucial to business success.

Why? Some of the reasons are hidden in the fact that email marketing is personal, customizable and measurable.

When you leverage it for business growth, your email marketing software can make all the difference. However, with the hundreds of tools available, where do you start?

This five-point guide will help you choose the right software for your business.

5 things to consider when choosing your email marketing software

When choosing the right email marketing software for your campaign goals, your budget plays a crucial role. You don’t want to spend too much on a high-end tool with lots of features that you won’t use as a small business. However, regardless of your business size or budget, your list of essentials should consider the following:

1. Integration capabilities.

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You want your email marketing software to work seamlessly with the rest of your tech stack and business workflows. The right tool will offer integrations that meet your needs while allowing you to continue using your favorite systems or applications.

For example, if you already use a CRM to manage leads, you might want an integration that lets you send automated emails to your leads based on their activity in your CRM.

With customizable tools and analytics, email integration reduces the time you spend emailing individual contacts. This integration also allows you to sync your e-commerce platform with your email marketing campaigns.

As a result, you can create predefined lists tailored to the needs of different contacts. For example, you might notice an increase in payment abandonments on your website. When that happens, you can automatically trigger an email reminding them to complete their purchase.

Additionally, an onboarding feature allows you to group consumers and contacts based on their overall shopping behavior. If you have visitors who frequently browse a particular category of products but have never made a purchase, you can segment them into a separate category.

Before making a decision, make sure your potential solutions have the necessary integrations.

2. Mobile-friendly email templates.

Approximately 49% of emails are open on mobile devices – a trend that continues to grow. Your email templates need to be mobile-friendly if you want to maximize your reach.

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According to a recent survey, up to 79% of consumers delete emails that are not mobile optimized. You’ll be more likely to lose subscribers if you don’t have a responsive email design. When planning your campaign assets, it’s imperative to consider how they will look and perform on mobile devices. The last thing you want is to invest in a platform that forces you to compromise on design or functionality for mobile.

However, a large number of people still use their desktop computer to access email. Therefore, a solution that offers responsive templates that automatically adapt to any device is an essential feature to look for in an email marketing software solution.

But mobile responsive email templates don’t just make your emails mobile-friendly. It is also essential to consider layout and user experience. Before making a final decision, test different solutions to see what works best for you.

3. Powerful reporting tools and analysis features.

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With access to powerful reporting tools and analytics features, you’ll be able to analyze your campaign performance and make data-driven decisions to continuously improve your marketing efforts. by email. This ability will help you generate greater ROI from your efforts over time because you can track and measure campaign performance and make adjustments as needed.

Here are some key metrics you’ll want to track:

  • Delivery by e-mail: Email delivery is the most important metric to gauge the success of your campaign. Without outreach, your campaign is simply a waste of time and resources.
  • Email Bounces: Bounced emails are annoying and allow spammers to clutter up your contact database. They can also lead to higher bounce rates and negatively impact your sender reputation, affecting future campaign performance.
  • Open rate and click-through rate (CTR): These metrics will tell you how many people open your campaign and how many clicks your CTAs have. You can also determine the value that each contact adds to your campaign based on engagement.
  • Churn rate: Unsubscribe rate refers to the percentage of people who unsubscribe from your campaigns. An unsubscribe rate of less than 1% (0.5% is much better) means your campaign is relevant and engaging. However, you should scrutinize your email campaigns if you see a rate above 0.5%.
  • Conversion rate: A measure of how many people take action after receiving an email, such as visiting your website or buying something.

You should review these metrics regularly to identify areas for improvement in your email campaigns and identify the types of content that perform best with your audience.

Some email marketing software solutions offer built-in reports. Other solutions allow you to generate more detailed statistics according to your individual needs, by integrating third-party analysis tools with Google Analytics. Consider which reporting tools will work best for your business as you evaluate different email marketing solutions.

4. Automation function.

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According to a new study from the Center for Economics and Business Research in partnership with SnapLogic, automation impacts a company’s revenue growth.

When it comes to marketing automation, less is more. If you overwhelm subscribers with too many messages at once, they’ll unsubscribe, defeating your marketing automation goal.

That’s why it’s crucial to find a marketing automation solution that allows you to streamline relevant activities at the right time.

For example, you can automate lead nurturing campaigns to track leads who haven’t made a purchase, or send abandoned cart emails to remind people of incomplete orders and encourage them to complete orders.

If you choose the right automation tool, you can personalize these messages based on previous interactions with your brand and ensure they reach the right subscriber at the right time.

When choosing marketing automation software, look for one that offers an easy-to-use drag-and-drop interface. This way, you can automate the right actions at the right time without needing support from IT or a developer.

5. Check reviews and recommendations before making a decision.

You can get an idea of ​​the user experience with the different platforms you are considering by reading online reviews from past and current users.

Email Marketing Software Reviews can give insight into the quality of support you will get from the platform, such as response time, online troubleshooting resources available and other additional resources.

Nothing is perfect. There are times when you will need help with your email marketing service. When the time comes, you want to make sure the platform you choose provides the support you need.

Additionally, check to see if the solution has received any awards or accolades from industry experts and organizations. Industry awards are often considered the best indication of a platform’s overall performance in its industry. They can give you insight into the best email marketing software compared to other vendors in the market.


You should understand how each email marketing tool works and what features it offers before choosing one for your campaign. For example, some products offer low entry prices, but limit features — like the number of contacts or messages you can send, A/B testing, and performance monitoring — to force you to upgrade.

Evaluate your options carefully before making a final choice to ensure your new platform offers everything you need for long-term success.

Charlotte Evans has always been enthusiastic about helping others, whether online or in person. And after writing for various tech industry startups and building e-commerce stores, she joined Tool tester as a Content Writer, plan and write high-quality content to help your business get the most out of its digital presence.