Email Marketing Software: The Magical Guide to Growing Your Business

Email may no longer be the most popular communication channel in marketing, but it is still far away. In 2022, more than 347 billion emails will be sent daily. Evidence that Internet users have not abandoned this channel. In addition, in the field of marketing, email still has serious advantages.

The Data and Marketing Association (DMA) estimated in 2019 that every euro spent on email marketing generates an average of 35 euros in revenue. Its ROI remains undoubtedly attractive. And to take advantage of this, it is necessary to have an email marketing application.

Effective Marketing Channel Automation

This tool will thus make it possible to manage its various campaigns on the email channel aimed at a database of contacts, customers or prospects. But the solution would also interfere with the design of the emails themselves, and then route them to the recipients’ mailboxes.

Email marketing achieves three main goals: popularity, image, and action. The emails in all three cases are intended to inform and retain the contact base – whose consent will be obtained in advance. Thus, the purpose of this digital marketing is generally to redirect the recipient to the pages in order to generate visits and revenue.

Depending on the size of the business, email campaigns can reach a few hundred contacts, or thousands and tens of thousands (or even more). Email remains a relatively inexpensive channel that offers great scalability, but also offers customization.

Thus, email marketing software provides functionality that makes it possible to design its own web content, for example a newsletter. It integrates a web editor for this simplified email design, primarily in a drag-and-drop mode that doesn’t require programming skills.

The app also keeps track of mailings, and generates statistics on the share of messages delivered, as well as open and click rates. The tool also manages subscriptions to company emails. It obviously simplifies and automates most of the tasks related to the marketing actions on this channel, including personalization, which improves efficiency.

Manage volume and segment your audience

The benefit of email marketing programs is the ability to launch campaigns that target a large number of recipients. These emails can be automatic (particularly after purchase) or occasional, for example sending a newsletter or with the aim of drawing consumers’ attention to a new range of products.

Hence the main advantages of the program are:

  • automationA time-saving, high-volume management resource.
  • Monitor email business and performance. Data and analytics reports are essential to take advantage of their email successes or to make improvements, or even detect anomalies (such as a large percentage of emails classified as spam).
  • Email design interface And the presence of many pre-defined templates.
  • Integration with other marketing applications, in particular CRM, and various distribution channels. Connecting to an e-commerce site in particular will allow buyers to be contacted after a shopping cart has been abandoned, or after a purchase.
  • mobile adaptation. E-commerce now generates more than 80% of traffic on smartphones. It is therefore essential to create emails that can be read on these screens, via responsive design support.

New trends in email marketing

As in other areas of digital marketing, email and its tools are increasingly using artificial intelligence to customize the content of messages, segment their audience, but also to adapt the frequency of mailing messages. The highly dialed recipient tends to open less company emails.

However, users of email marketing apps are not required to hire AI experts. Market tools are primarily available in SaaS mode. Thus, customers automatically benefit from updates from the editor, such as the addition of AI-based functionality.

To move forward with email marketing programs

Leave a Comment