Choosing an Email Automation Software
Email marketing is currently still one of the most cost-effective marketing strategies. It allows businesses to share messages that can attract potential customers and build great business relationships with existing ones. To benefit the most from email marketing, you need to choose the most appropriate email automation software for your business needs. To select the right software, you need to consider various factors, a few of which are highlighted below.
Integration
Your customer relationship management (CRM) software is among the most important tool that you should work with to increase the chances of success. Having to update email lists and send them manually can consume a lot of time and labor. For that reason, you should choose email automation software that integrates with your CRM seamlessly. That will allow you to manage customer data and other valuable content without any hassle and provide you with various performance metrics.
Viewing Options
The importance of considering viewing options is growing as more people opt to use their smartphones to check emails instead of using a traditional desktop. The email automation software should have functionality and templates that are mobile-optimized. That will help create emails that will be displayed correctly on mobile devices, ensuring the user experience is not interfered with regardless of the device used to view the emails.
Response Handling
Response handling is usually essential irrespective of the size of the business. The more emails you send out per month, the more sophisticated the software should be regarding response handling. Email marketing software that can send personalized automated responses will prove beneficial, especially when dealing with huge subscriber lists.
Segmentation
Segmentation goes a long way to help you send hyper-targeted emails. Ideally, it refers to subscribers’ categorization into common groups to which similar products and services can be suggested. Gender, geographical location, and purchase history are examples of the criteria that can be used for segmentation. Email marketing software that allows for easy segmentation and personalization of each segment will be a better choice.
Split Testing
The right email automation software should allow you to carry out A/B testing on just about anything. That can include subject lines, messaging, images, send times, CTA buttons, and message length. Split testing allows you to know what works best for your customers or audience. You can then use that information to create and polish your emails to be the most effective.