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Buyer’s Guide to Email Marketing Software
Introduction
Email marketing is an affordable, scalable way to increase brand exposure and audience engagement. Thousands of businesses, large and small, use email marketing to send targeted and non-targeted content to lists of prospects, leads, and customers. Email marketing software is typically a straightforward investment with quick return, but the market can still be difficult to navigate for a first-time buyer. Vendors offer a wide variety of solutions that differ in pricing, intended use, and functionality.
This guide will help buyers make a more informed decision by defining core features for comparison, software trends, and examining a case study of a leading email marketing software solution.
Market Overview
Not long after its rise to popularity, email ousted print and display as the most effective medium for promotional content. The simple explanation for this is reach: by 2017, there will be almost 5 billion email accounts in the world, the large majority of which are consumer accounts, according to the Radicati Group.1 Since nearly everyone has an email account, email marketing is guaranteed strategy for putting offers, promotions, and content in front of your whole audience. Last year, the averaTechnologyAdvice Buyer’s Guide to Email Marketing Software
Introduction
Email marketing is an affordable, scalable way to increase brand exposure and audience engagement. Thousands of businesses, large and small, use email marketing to send targeted and non-targeted content to lists of prospects, leads, and customers. Email marketing software is typically a straightforward investment with quick return, but the market can still be difficult to navigate for a first-time buyer. Vendors offer a wide variety of solutions that differ in pricing, intended use, and functionality.
This guide will help buyers make a more informed decision by defining core features for comparison, software trends, and examining a case study of a leading email marketing software solution.
Market Overview
Not long after its rise to popularity, email ousted print and display as the most effective medium for promotional content. The simple explanation for this is reach: by 2017, there will be almost 5 billion email accounts in the world, the large majority of which are consumer accounts, according to the Radicati Group.1 Since nearly everyone has an email account, email marketing is guaranteed strategy for putting offers, promotions, and content in front of your whole audience. Last year, the average company attributed almost a quarter of its total sales to email marketing.2
The other reason email marketing is so effective is intimacy; a well-timed, well-targeted email is more personally engaging than a generic print or display ad. Also, email marketing is less expensive than traditional mediums. Many vendors allow unlimited emails for a fixed subscription price based on list size and/or desired software features.
Before we look at specific features, it’s important to note the distinction between email marketing systems and marketing automation software. Simply put, email marketing is one, isolated component of marketing automation. It’s designed to help businesses create and send conditional content to segmented lists of contacts. Marketing automation, on the other hand, is an end-to-end platform for managing all of a brand’s digital marketing programs, from landing pages to web analytics, lead nurturing, email, and social marketing. Because of its versatility and ease-of-use, email marketing software is an appealing option for B2C companies or small businesses that lack the resources for a full-scale marketing automation system.