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The 4 Best Email Marketing Tools

The 4 Best Email Marketing Tools
7Jan

If you read my last blog post, then you already know what makes email marketing so important. You’ve decided that your business can benefit from email marketing in 2019, and kudos to you for making that call. Knowing why email marketing matters doesn’t give you the tools to make it happen, though, so I’m back again to share the four email marketing tools that my team swears by.

1. Constant Contact
Constant Contact has been in the email marketing game since 1995, so you’re getting a trusted name with this brand. They also have 650,000 customers and some unique features. With event management tools, surveys, and an active app marketplace, Constant Content offers something to fit virtually every business.

No tool can be perfect, though, and Constant Contact’s lack of automation makes using it more of a time investment than some of its competitors. This isn’t a deal-breaker by any stretch, but it’s worth noting when you’re shopping around.

What my team loves most about Constant Content is their high delivery rates. After they spend so much time strategizing and writing, my team wants to know that those emails will make it to people’s inboxes! On the whole, Constant Contact has definitely earned its place as one of the top email marketing tools.

2. Mail Chimp
When it comes to their advantages, there’s a big elephant (or chimp) in the room—Mail Chimp has free options. You can send 12,000 emails per month to 2,000 subscribers, and there are affordable, pay-as-you-go plans if you’re only going a bit above those numbers.

What’s worth noting is that Mail Chimp isn’t cheap for long. As you collect subscribers, your bill will skyrocket. This doesn’t mean that nobody should use it, but it’s important to compare pricing for your specific campaign before making a decision.

Beyond their lower price point, Mail Chimp also boasts some of the best analytics integration. You can accurately track all of your relevant metrics, and their platform works seamlessly with Google Analytics. This all makes it a great tool for our clients with new, low-volume email marketing plans.

3. Pardot
Pardot is, short and sweet, the go-to email marketing tool for B2B campaigns. Because B2B sales tend to take much longer and have multiple steps, Pardot is automated and optimized for these longer campaigns. This makes it popular with B2B marketers who are used to following a sale over a prolonged period of time.

Much like Mail Chimp, Pardot’s main drawback is its price. This automated platform will run you $1,250 per month. It’s worth keeping in mind, though, that you do get a lot of extra features for this steep price tag.

My team has noted that Pardot comes with some built-in social media management and customer relationship management tools that make it a particularly comprehensive platform. While it is (by far) the priciest item on this list, it’s worth it for large-scale campaigns that have the resources to invest in email marketing.

4. AWeber
AWeber‘s big claim to fame is that they invented the autoresponder, which revolutionized the world of email marketing. For that reason, AWeber stresses their commitment to automizing email marketing, which makes it a great tool for anyone who can’t allocate too much time to their campaign.

My team’s biggest point against AWeber is that even when someone unsubscribes from your email list, they’re still counted toward your overall subscriber count until you individually remove their email address. This can lead to some steep billing if you’re not careful, but it hasn’t precluded my team from moving forward with this platform (with a bit of extra caution).

If you’re particularly interested in how your email marketing leads to revenue, AWeber is one of the few platforms that directly tracks sales from emails. There are a lot of other metrics worth looking at, but the ability to monitor sales has been helpful in explaining to clients how their investment in email marketing is earning them more money than they’re putting in.

Take Your Pick
The “best” email marketing tool is going to be dependent on what your business does and what your goals are. These four tools are a great place to start your search though, and my team and I can attest that each platform is one of the best out there. As you begin your research, start by looking at each of these options and evaluating their fit for your business’ email marketing campaign!

It’s normal to feel a little overwhelmed by all these options. If you’re looking for some help with your email marketing campaign, just contact The Go! Agency!

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Email Marketing—What It Is and Why You Need It

Email Marketing—What It Is and Why You Need It
2Jan

You’ve probably already heard a lot of the buzz around email marketing. A lot of people are in your ear saying that it’s going to set your business up for success, but what even is email marketing? And how can everyone be so sure it’s right for your business?

Well, I believe in backing up all of my advice with facts. Email marketing should absolutely be on your “must-have” list for 2019, but don’t just take my word for it. I’m going to explain to you exactly what email marketing is and why it’s worth investing some time and resources into.

What Is It?
In your everyday life, you might know email marketing as those “LAST-MINUTE SALE BUY NOW” emails that you get every so often. As a marketer, you can think of email marketing as a way to reach out to leads and develop your relationship with them. When you consider investing in email marketing, ignore those spam emails you get. They’re wasted opportunities, and a good strategy can help you avoid that pitfall.

Instead, think of how you’ll reach out to interested individuals and encourage them to have a conversation with your brand. You’ll keep your business on your potential customers’ minds, and you’ll generate conversions from your thoughtful, strategic emails!

That all sounds nice, but I wouldn’t blame you for having some skepticism. How do you know this is going to work for your business? I’ve got some numbers that I suspect you’ll find very assuring.

Does Email Marketing Really Work?
For B2C
I want to show you some of the most compelling email marketing statistics that illustrate why it’s worth your time. First and (in my opinion) most impressively, 80% of retailers say that email marketing is their biggest asset in customer retention. Not only is email marketing keeping customers around, but it’s making them spend more with each individual purchase. Customers who bought products via email links spent 138% more than customers who never got email offers. Email marketing keeps customers around and keeps them spending money on your business!

Don’t get me wrong; not all email marketing campaigns are equal, and the quality of your strategy is going to matter a lot. For example, a lot of marketers miss out on sending “Welcome” emails when someone subscribes to your mailing list. That’s a huge mistake, since research shows that welcome emails generate 320% more sales than promotional ones! Missing opportunities like this will make your email marketing much less effective.

For B2B
One comment I’ve heard in the past is that email marketing is great for B2C business, but it just doesn’t offer much for B2B marketers. Well, nothing could be further from the truth! Email is the third most influential source of information for B2B decision-makers, falling only behind recommendations from colleagues and industry leaders. That means that email marketing is literally the best thing B2B marketers can spend money on!

This isn’t just theoretical, either—it’s already making waves throughout B2B marketing. 59% of B2B marketers reported that email marketing was their biggest revenue generator. If you’re running a B2B business and not reaching out to potential customers, you’re missing out on your best way to make sales!

Press Send
You know what it is and why it’s worth your time, so get started! Skipping email marketing means you’re missing potential revenue. If you want to take your marketing to the next level this year, then now is the time to start working toward that goal!

Do you want some individualized help with your social media marketing? Just set up a free consultation with The Go! Agency!

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Email Marketing 101: Think Before You Blast

23Aug

One of the most traditional forms of lead generation has been direct mail marketing.  But with the introduction of the internet, email as well as the push to cut down on waste and be “green”, the methods of lead generation have evolved and a new form of direct mail marketing has surfaced: email marketing.

Although for some this topic is elementary, I think it is very important to throw out there for discussion, its a vital cog in a successful online marketing strategy.

Since we all use email on a daily basis, you already know how quick and effective it is to communicate with your business associates…so why not harness this power to keep in constant communication with your clients?  (Hence one of the largest email marketing campaign companies being named “Constant Contact”).

The first step is to create an email database, which can be done using your current mail server (Microsoft Outlook for example or even Gmail or Hotmail).  Once you have created this database, every time that you gather a new email address/contact, add them to this database.  That way you will continually grow your list, which will in turn grow your business.

Next up, think about how often you want to send promotional messages to your list/database. I suggest hitting your target market at least twice a month…this way you are consistently in front of your prospect, they don’t forget you, and you have more opportunities to turn them into a sale!  When considering the frequency of your messages, remember that in order to generate the highest number of leads, you need to have an on-going email campaign.

Then…what do I send?!  You have three options:

  • An Email Newsletter
  • Promotional Email
  • Useful Information (insider tips)

To start out, try a combination of the three. Email Newsletters give you the opportunity to talk about different aspects of your business, while straight promotional emails or ones with useful information can be limiting.  You don’t have to have a fancy format, simply separate your email into different sections…viola!  A newsletter!

Tip: try to keep your graphics to a minimum, many people will never see them and as soon as the graphics don’t pop up will delete them thinking they are spam.

Write a warm introduction explaining the newsletter, alerting them to when they can expect to receive the next one, have one section for special offers and promotions and then in another section provide some tips. For example, if you were a fitness coach you could write a friendly introduction giving the latest news in your practice (new services, new staff, achievements, awards), in section 2 you can tell them about your new full body bootcamp (including a “newsletter only discount”) and then in the last section you can give them 5 tips to healthier eating.

But there are some hard and fast rules for email marketing that need to be taken into account.  Most importantly:

  1. Always personalize your emails: Use “Hi Bob” Rather than the stock “Hello”
  2. Subject Lines Are Key: Write attention grabbing subject lines (avoiding the use of SPAM words such as “free” “sex” and “$$$”)
  3. Check your spelling ten times before sending: look professional
  4. Always present a clear call to action
  5. Add links in your emails: to your blog, to your website, to your landing page
  6. Do the messages in both HTML and Plain Text: let your recipients decide individually which they prefer
  7. Always include an “unsubscribe me” link: this will help you keep from illegally spamming people who do not want your messages

There you go!  Again, if you want help getting a great campaign together with little time and little money, Constant Contact is a great service that can help you launch!

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