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Email Marketing

What Is Email Marketing?

Email marketing is a proven strategy with which to promote your business. Email marketing helps you attract new customers and maintain close relationships with existing loyal customers. There's a long list of email marketing services available and most of them operate at relatively low prices. Plus, there are also packages to fit every business size and imaginable need. Basic text-based email editors to fully designed HTML or JavaScript templates are just some of the features these packages can provide. You can manage your contacts by simply keeping a list of names and email addresses, or you can create a complex database full of subscribers segmented by demographic slices and engagement levels. Which method you choose really just depends on how much of your budget you're willing to allocate towards the tools that can give your company the features it needs.

In our review roundup, we examine the best email marketing tools available based on how easy it is to create emails, build subscriber lists, set auto-responders, and pull in other communication-based tools, such as social media management and web analytics software. To that end, we selected Campaigner and Mail Chimp as the best pure-play email marketing services. If you need a more complex tool that can build comprehensive workflows designed to automate the email marketing process, then we recommend Hub Spot and Pardot, two new additions to this roundup, which are better served as marketing automation tools.

What's the difference? One-off communications versus prolonged, email-based interactions. For example, email marketing tools are excellent for one-off communications. You can use these tools for the one time you'd like to send someone an automated email response when they join a subscriber list, or on their birthday, or when you promote a new product. Marketing automation tools, on the other hand, are better used for prolonged, email-based interactions. For example, you can use these tools whenever you want to guide someone from a subscriber list to a product purchase. Or you can send thank you emails or send new product promotions—all without having to lift a finger after the workflow is designed.

Email Responders and Campaign Tracking

Beyond sending basic newsletters, the best email marketing services offer custom auto-responders which help you stay in touch with your contacts with automatically generated emails based on special occasions (such as their birthday or anniversary), welcome emails for new subscribers, or thank you emails for recent purchases.

The most advanced email marketing services offer custom workflows where you can specify triggers based on actions (such as opening an email or making a purchase) or on inaction (such as ignoring emails). With these services, you can also set up a series of emails (such as tutorials) to be sent to segments of users, and you can pause or stop a campaign at any time. You can also move contacts into new segments once they have completed tutorials.

Of course, sending out campaigns is no help to your business unless you can track your successes and failures and make adjustments based on your learnings. All of the services covered here offer some level of tracking, whether it's simple open and click rate data, color-coded charts and statistics, or even integration with Google Analytics.

As a growing business, you may also be looking for a CRM solution, and you'll find that the more advanced email marketing services have begun to crossover into CRM. It makes sense: Both types of software deal with managing and communicating with customers. A handful of these services are one-stop shops, either offering both email marketing and CRM out of the box or as add-on services.

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