The popularity of email as an online promotion channel is growing and more and more new mailing services are appearing. The marketer gets lost among this variety and cannot understand which one is best suited for the job.
For this case, we have written a guide that will help you make the right choice. We will tell you about the main criteria and important details when choosing a mailing service , and also give our top 5 .
Why Business Needs Email Newsletter
Stable income is the main benefit for business from Iran Phone Number List regular email newsletters. This is what entrepreneurs and marketing directors of many brands say. One of them is the watch and sunglasses store MVMT. In an interview with Marketingsherpa, the brand director of this store, Blake Pinsker, shared a successful case of using email newsletters. He admitted that the change in social media algorithms is an unstable basis for a business model, and previously they used social networks as the main promotion channel.
“We knew that to grow steadily, we couldn’t be romantic and rely solely on social media traffic.” So the company began investing time and resources in email marketing, which increased revenue by 98%.
If you also decide to use this marketing channel, first you need to choose the right service or program for sending letters .
How to choose an email newsletter service
First, define your goals. They will be different for each company, because business processes are not organized in the same way. For some companies, two or three simple newsletters a month for a base of up to 5,000 subscribers are enough, while for others, this is not enough. Large companies need automation, trigger mailings, segmentation of subscribers by previous activity, analytics, and a favorable tariff for a million-strong base.
In a large business, an email campaign is launched by a whole team, which may include a marketer, designer, sales manager and copywriter. In a small business, as a rule, one person is in charge of the mailing.
Check out the main features of email services and, based on your needs, choose the functionality you need.
Key criteria for choosing an email newsletter service
We have highlighted those mailing service functions that are equally useful for large and small businesses. Most of them are usually available in popular mail services on a free plan:
- subscription forms;
- convenient template designer;
- preview to check adaptability;
- library of free templates;
- segmentation;
- personalization;
- trigger mailings;
- mailing scheduler;
- resending unread;
- statistical report;
- ready-made integrations;
- setting SPF and DKIM;
- open API;
- mobile application;
- distribution of access rights;
- fast technical support;
- native language of the service work panel;
- multichannel;
- price and free tariff.
Register and test their work. Now let’s look in detail at why the above functions are needed and what details to pay attention to.
Subscription forms
To collect a contact base to which an email campaign will be sent.
Before you start sending out emails, you need to collect a database of email addresses. The easiest method is to place a subscription form for the mailing list on your website. Many email mailing services have this option. What should you look at first?
It is important that you can customize the subscription form yourself. It is very good if the service allows you to add the required number of input fields, text, image, button and other elements. The ability to edit the elements of the subscription form is also important: changing the format (vertical and horizontal), the size of the form and its background, choosing a font, rounding the corners, adjusting the transparency and so on.
Also, pay attention to whether the mailing service allows you to choose the required form type. There may be several:
- Built-in . Placed in the header, footer or sidebar of the site.
- Floating. This form is not embedded into the site, it remains in view when scrolling the page.
- Pop-up window . Appears after a certain amount of time the user has been on the site.
Some mailing list services provide a set of ready-made subscription forms that you can use for yourself, you just need to change the text. Try saving the form on the site. If it works and transfers data to the address book, then the functionality test was successful.
Template builder
To create beautiful email templates without knowledge of design and layout.
This is important for users who do not know the rules of table layout with all its inline styles and HTML tags. In such a situation, a convenient template designer is extremely necessary, and if the service provides this opportunity, it is a plus.
To create a letter in the template designer, you need to drag and configure the necessary elements one by one. The elements panel can include text blocks, headings, images, video blocks, social network icons, and even a payment button.
Pay attention to the ease of use of the designer, the set of fonts that may be needed, as well as the adaptability of the created letter.
For the latter, some services make a special function, we will tell you about it now.
Preview
To check if the email displays equally well on a large computer screen and on a mobile device screen.
More than half of the sent letters are opened by users on namibia phone number librarymobile devices . This is one of the reasons why you need to worry about the adaptability of the mailing. The preview shows how the letter will look in different browsers and on different devices. And you don’t even need to leave the service. If nothing has shifted, the buttons and text “have not moved” – the letter can be sent.
Template library
Helps to quickly send a newsletter based on a template.
To create your own letter based on a ready-made template, just upload images, add text blocks, insert links and a call to action button. When evaluating templates, make sure that they are free. It is also good if the template gallery has sections, for example, different business niches or holidays – this will make it faster to find the right template.
Segmentation
To separate the list of recipients and send relevant content to each group.
Segmentation has gained wide recognition among bmb directory marketers because it helps to achieve high open and click-through rates. The idea is not to send the same letter to the entire recipient base, but to make a targeted mailing based on interests, place of residence, age and gender. The subscriber perceives such a mailing more loyally
