The purpose of this article is to give information about the different types of email marketing tools available to businesses. There are many different types of types of software out there and the one that suits you will depend on what you want to get out of email marketing. Automated email marketing software is definitely worth having as it boasts many different benefits, it is low cost and is used by thousands of businesses across the globe. In this article we take a look the different types of email marketing tools you could use in your business and the advantages of using them. The use of email marketing tools allows businesses to automate marketing, which allows them to streamline and automate several processes that were previously done manually. This is important because then more time can be spent on other processes within the business and the end result of this would be to grow profits.
What is Automated Marketing?
Automated marketing (usually referred to as marketing automation) refers to software which automates one or several processes in a business including tasks and workflow, thereby allowing staff to focus on other processes within the business. Processes that can be automated include customer segmentation, customer data integration, campaign management and more. Automating processes in a business can increase proficiency of the processes. Automated marketing can be utilised through software or web‐based services and can generate new revenue for businesses, maximising return on investment.
Automated Marketing: Pros & Cons
Before setting up automated marketing in your business you need to think about what you need and what the pros and cons are.
More Sales – Automated marketing allows you to send out more messages, either by email, SMS, social media channels, websites and more. You will save time by not having to write out each message manually. You can also schedule messages and updates to go out at a certain time and date.
Staff Satisfaction – Setting up automated email marketing will free up the schedule of the email marketing executive in your business, allowing them to focus on other processes within the business.
Complicated – The software which is used for automated marketing can be complicated to get to grips with at first. You may need to put on training sessions within your business to train your staff on using the software.
Frequent Messaging – Automated marketing can result in too much messaging, which can become daunting to customers and clients. You should ensure you set up the software so that it does not contact your customers too often.
McAfee – McAfee used automated marketing, despite their marketing efforts already bringing in a large number of leads. Marketing automation allowed McAfee to bring in a lead scoring system and therefore creating a segmented nurturing programme that gives the right information to prospects at the right time in the buying process. The implementation of the automated marketing resulted in the following for McAfee:
● The number of leads decreased by 35% but the quality of the leads improved
● Lead to opportunity conversion rate increased four‐fold
● Alignment between sales and marketing improved
Thomson Reuters – Another successful example of how marketing automation works is Thomson Reuters, who used automated marketing to realign the sales and marketing teams, improve segmentation and targeting using a system of lead scoring and creating ideal customer profiles. Using the new software resulted in the following:
● Leads sent to sales increased by 23%
● Lead conversion time dropped by 72%
● Revenue attributed to marketing leads increased by 175%
Salesforce – Salesforce used marketing automation to increase their visibility in the UK and included elements of search, social and content marketing. Salesforce found the following happened as a result of automating processes:
● 80% increase in traffic
● 2,500% increase in traffic from social media channels
● Ebooks by Salesforce downloaded more than 10,000 times, resulting in the same number of leads
All of these companies found success and boosted their number of sales just by using automated marketing, proving that it is beneficial to all types of businesses.
The Best Tools For The Job
Get Response – Get Response is a highly recommended email marketing tool which is perfect for small business owners. The tool allows users to create professional emails easily using the tool’s built in email creator. Get Response features several templates for you to choose from, and you can add visual elements to your email thanks to the image editor that you will have access to. The tool features time travel settings, which allows you to schedule emails for the local time for each recipient. The autoresponders feature allows you to send out emails that appeal to your clients and subscribers, if you’re sending out tips and advice or information on your latest products and services this will be a very useful feature. There is a powerful email analytics feature in this tool which allows you to see how many people are viewing your email, any bounces and the reasons someone has unsubscribed. These are just some of the features of this excellent tool, with many more available.
● Easy to setup
● Google Analytics integration
● Import contacts from outlook
● Limited features on free version
● Advertisements in messages on free version
● 5 follow‐up messages limit on free version
Marketo – Marketo is a powerful product offering email marketing solutions, the tool “listens” to audience activity and can respond with the right message in real time. It also sends out emails based on different behaviours, for example if there has been no website activity in a period of time. Your audience will be kept engaged with content streams, and you can set up a content stream for a specified audience, for example people who have signed up for your newsletter, or people who have not purchased from you yet. This allows you to target a specific audience and delivering content that is relevant and will appeal to them.
● Simple and straightforward reporting on campaign influence for revenue
● Rapid‐fire content creation
● Monitors audience behaviour
● Slow to work with after 750+ leads
● Queues on logging web activity
● API calls max out when leads are updated
MailChimp ‐ If you are just getting started and want to start small, then MailChimp is the software for you. You have the option of a free account which still gives you access to a good range of useful features. With it’s easy to use interface, MailChimp allows you access to subscriber profiles, and you can see statistics within each individual profile such as engagement and website activity. The tool can monitor customer behaviour and sends automated emails based on this. You can learn more about your customer behaviours and therefore create more relevant content. MailChimp even offers analytics so you can see how many people are viewing your emails and view all the information in an easy to read report. Even if you are out of the office, MailChimp has a suite of mobile apps so you can continue your email marketing anywhere in the world.
● Subscribers can easily connect to social media to share your campaigns
● Customer forum to engage with other MailChimp users
● Compare past and present email campaigns
● Templates are basic
● Account can be suspended or cancelled if you get too many subscriptions or spam complaints
● Not as reliable with WordPress or PayPal integration
Hubspot – Hubspot is your end to ineffective emails, this piece of software allows you to attract new subscribers and grow your list, thanks to the lead generation tools featured. Hubspot allows you to send targeted emails to the right people while gaining new subscribers at the same time, meaning you increase your clients and profits. Analytics allow you to measure the audience engagement and you have full control over the management of your content including organising, scheduling and publishing. Automated sending allows you to send out receipts, account updates and other system emails, all automatically.
● Lead management feature allows follow ups with customers
● Marketing tools can be integrated with website
● 7 day free trial allows you to test the product before you buy
● Paid technical support
● Not recommended for a dedicated CRM
● Expensive for small business use
Campaign Monitor – Campaign Monitor gives you all the modern email marketing features a business could need. Your business will certainly grow thanks to the professional email marketing campaigns you can create using this tool. The drag and drop email builder is incredibly easy to use allowing you to personalise your emails and make them look exactly how you want them to look. The emails you design will get results as you are personalising them to each individual. You will be able to measure the success of each campaign, showing how many opens and clicks each email is receiving, and there is also email automation allowing you to further engage with your audience.
● No HTML knowledge required
● Social sharing buttons included in campaigns
● Some integrations available with CRM, CMS and social media tools
● Subscription forms are basic
● Limited number of templates
Hopefully this guide has given you a better understanding of email marketing tools and how they can benefit your business. This is a very effective method for increasing your number of sales leads and therefore gaining more clients and maximizing profit. The benefits to your business mean email marketing is well worth the investment. Having an automated marketing system in place also allows you and your employees to focus on other processes within your business, making tasks more efficient. Research is important, so make sure you fully understand each email marketing tool before you decide which one to use in your business.