5 Considerations When Selecting Email Marketing Software

5 Considerations When Selecting Email Marketing Software

In order to choose the best email marketing software to achieve your campaign’s objectives, it is important to consider your available resources. As a start-up, you probably don’t want to shell out the cash for a fancy piece of software that has a lot of bells and whistles you’ll never use. The following items are vital for any business, regardless of size or financial resources:

  • Mobile-friendly email templates
  • Integration capabilities
  • Automation function
  • Highly effective reporting and analytics tools
  • Before settling on a final choice, read up on customer feedback

Mobile-friendly email templates

A recent survey found that if an email isn’t optimised for mobile devices, 79 percent of consumers will delete it. There will be more unsubscribes if your email is not mobile-friendly. It’s crucial to think about how your campaign assets will look and function on mobile devices when you’re creating them. You should avoid any platform that requires you to skimp on mobile-friendly features or design.

Despite this, many people still only check their email on a desktop computer. Because of this, it’s important to find an email marketing platform that provides responsive templates, which will adjust to the screen size of your recipient’s device automatically.

However, responsive mobile email templates serve a greater purpose than simply facilitating access on mobile devices. The design and user experience are equally important. Determine which options work best by putting them through their paces before settling on a course of action.

Integration capabilities

You need your email marketing software to integrate easily with your other tools and processes. If you want to keep using the programs or systems you like, you need a tool that can integrate with them.

Using email integration, which comes with adaptable tools and analytics, you can save time spent writing and sending emails to groups of contacts. Your email marketing and online store can now work in tandem thanks to this integration.

This allows you to make predefined lists that meet the specific requirements of various contacts. For instance, you could see a rise in the number of shoppers who abandon their carts before completing their purchases. A follow-up email can be sent to the customer at this point to encourage them to complete the purchase.

You can also categorize customers and contacts based on their collective purchasing habits thanks to the integration feature. Visitors who frequently browse a certain category of products but never make a purchase can be separated out into their own group.

Automation function

A minimalist approach is best when automating marketing. The goal of marketing automation will be defeated if subscribers are inundated with too many messages at once and subsequently unsubscribe.

Consequently, it is essential to locate a marketing automation solution that facilitates the streamlining of pertinent activities at the appropriate time.

Look for a marketing automation program with a simple, drag-and-drop interface. In this way, you won’t need the help of IT or a developer to automate the proper procedures at the proper times.

Highly effective reporting and analytics tools

In order to make informed decisions and refine your email marketing strategy, you need access to robust reporting tools and analytics features. Through monitoring and analysing campaign performance, you can fine-tune your strategy and ultimately increase your return on investment.

Integrated reporting is a feature of some email marketing platforms. Integrating third-party analytics tools with Google Analytics is one alternative that lets you generate more in-depth statistics based on your unique requirements. When deciding between various email marketing solutions, think about which reporting tools will be most useful for your company.

Before settling on a final choice, read up on customer feedback

Online reviews from both current and former users can give you an idea of what it’s like to work with the various platforms you’re considering.

E-mail marketing software reviews can help you determine the quality of the platform’s support by revealing details like the response time of the company, the availability of online troubleshooting resources, and the availability of other resources.

There is no such thing as perfection. There will inevitably be times when you require assistance with your email marketing service. You should make sure the platform you choose will give you the help you require when that time comes.

Also, see if the solution has been recognized by any notable awards or recognition from respected organizations in the field. Platforms that have won industry awards are often seen as the best in their field. In comparison to other vendors, they will be able to advise you on which email marketing software is the most effective.


Before deciding on an email marketing tool for your campaign, it’s important to familiarise yourself with how each one functions and the features it provides. Some products, for instance, entice you in with low starting prices but then force you to upgrade by severely restricting features like the number of contacts or messages you can send, A/B testing, and performance monitoring.

Make sure your new platform has everything you need for sustained success by giving it a thorough evaluation before committing to it.