There are numerous email marketing options to choose from. However, in order to get the most out of your email marketing efforts, you'll want to make certain that you find a service that is a perfect fit for your company in every way.
Whether you're most concerned with template selection, automated workflows, or the overall user interface, there's an email marketing solution that will give your business the boost it requires.
There will be no need to start from scratch with this guide. We'll go over the key features of an email marketing service.
Without further ado, let's get started.
Features To Look For in the Best Enterprise Email Marketing Solution in 2022
1. A/B Testing
Split testing email campaigns is another name for A/B testing. If you're running a conversion campaign with transactional emails, look for a platform that supports it.
You can do it manually with some legwork, but the platform's A/B testing allows us to better run campaigns with different variables side by side to see how they perform with similar audiences/subscribers.
2. Customizable Sign-up Methods
Having an opt-in form on your website or subscription option during checkout is a given, with enterprise email marketing, but you’re missing out on opportunities to gain subscribers. Utilize every opportunity to gain new subscribers by utilizing an email platform that provides a variety of sign-up forms.
Read Also: Why Your Business Needs Email Marketing
3. List Segmentation
While your target audience has common interests and problems, each contact is unique. You want to get the messaging right in your emails if you want them to have the most impact. List segmentation comes into play here.
You can only segment based on the data you have (or assumptions), and you can do it manually by splitting your contact lists sorted by specific data—for example, creating one list with all of your subscribers who purchased in the last 30 days and another list with customers who haven't purchased in more than 90 days. You can further divide those segments into customers who downloaded a digital product, customers who live in specific regions, and so on.
Segmented email campaigns have a 14.3 percent higher open rate and a 100.95 percent higher click-through rate than generic emails.
4. Third-Party Integration
Integration may not be necessary for small businesses and startups, but for larger online brands, automation is required to keep marketing and communication on track. Third-party integration with your email platform eliminates or drastically reduces the need for manual input. Again, the integration you require is heavily dependent on how you intend to use your email platform.
5. Subscriber/Campaign Insights
Far too many marketers focus solely on increasing open rates and click-through rates while ignoring other metrics that should be tracked, monitored, and used to improve the performance of email marketing campaigns. Every decision you make about refining and improving your campaigns should be based on data, so select an email platform that provides the most comprehensive data reporting.
6. Automation and Response Handling
Order confirmations, follow-ups and review requests, and abandoned cart triggers are all common automated emails sent out by online retail brands in order to reclaim lost customers. Through email automation, the right email platform will give you far more control over building stronger relationships with your customers.
7. User-Friendly Design Templates
You want to make sure that any emails you create have a consistent design across multiple devices and email clients. A good email platform allows you to design your emails from scratch, but it should also include a library of premium templates that are mobile-friendly and easily customizable. The best email marketing platforms include a simple visual editor for dragging and dropping elements and customizing them.
The best email marketing platform will be the one that offers the most value in terms of marketing automation and content requirements. Taking the time to define your goals, your plan, and how (and where) email needs to integrate with your business will make it infinitely easier to make the right decision.