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The Best Email Marketing Services

Written by: Siobhan Brier  | August 5, 2021

Email marketing software on the internet is abundant. 

From stores to restaurants to medical offices, it seems that just about every functional business under the sun uses email marketing in some form.

But what exactly is email marketing, and why should you consider making the leap toward utilizing it? Fortunately, email marketing services are often easy to understand and use, so it doesn’t have to feel impossible or daunting to get your message out there.

In this article, we’ll discuss our list of the best email marketing services out there that can help your specific business operation through research and diligence. 

The Best Email Marketing Software: Our Picks

Top Email Marketing Service for Small Businesses: Constant Contact

Price: $45/mo

Product Breakdown:

  • Intuitive drag-and-drop interface that allows easy creation of new, personalized emails.
  • Over 100 pre-built mobile-optimized templates are available.
  • Starts with a free 60-day free trial, then you can choose between Email and Email Plus. For those starting, Email is a good, affordable plan. Email Plus is ideal for anyone wanting to get the most out of their marketing.
  • The plan comes with subject line A/B testing and automated behavioral campaigns.

Best Email Marketing Service for Bloggers and Other Creatives: ConvertKit

Price: $29/mo

Product Breakdown:

  • User insight: the service allows users to sort subscribers into those curious about the product and those who made the purchase already.
  • Includes an extensive knowledge base with resources to learn more about expanding your business.
  • Many of its features are designed with creators and professional bloggers in mind.
  • Begins with a free 14-day trial to give customers the chance to check out the service and its features before making a significant investment.

Best Email Marketing Service for Automated Email Marketing: HubSpot

Price: Free - advanced plans start at $50/mo

Product Breakdown:

  • Allows you to quickly create personalized emails without needing professional assistance.
  • HubSpot features automated workflows to help with setting specific triggers for your email list.
  • Includes a mapping tool helpful for seeing your marketing strategy clearly and concisely.
  • Sign up for a free account for up to 2,000 email sends per month, or switch to an affordable advanced plan if necessary.

Best Email Marketing Software for In-Depth Analytics: Drip

Price: $49/mo

Product Breakdown:

  • Offers seamless integration for popular content management systems (CMS) such as WordPress.
  • Possesses intelligent marketing automation tools, including
    • Smarter email segmenting
    • A/B features
    • The visual automation workflow builder
  • An SMS notification feature available on all plans lets you connect with users on both email and via text messages.

Email Marketing Service Providers for Specific Needs: SendinBlue

Price: Free plan available - premium plans begin at $25/mo

Product Breakdown:

  • Includes features to help a variety of businesses, including start-ups and e-commerce. 
  • SendinBlue’s free plan covers basic features and allows users to send up to 300 emails a day free of charge.
  • All paid plans provide helpful features to optimize content for mobile devices and SendinBlue’s email template library.
  • The mid-tier plans, Essential and Premium, give users more nuanced options, including heat map reporting, and advanced statistics, such as email opens and click rates. 

What is email marketing software?

An email marketing service is a tool that helps businesses and individuals plan and manage marketing campaigns through email. 

Although it’s possible to manually send emails to each client, trying to create stellar content while maintaining this goal is a time-consuming process. 

Email marketing software helps ensure the emails clients receive are professional and efficient. The average email subscriber gets up to 13 commercial messages per day, so it’s becoming more and more crucial to use these sorts of services to stand out from the crowd. 

Thus, the purpose of email marketing software is to manage your marketing while you focus on producing quality content. 

The various functions of email marketing software can help you streamline your marketing efforts and review the analytics of your email marketing strategy to understand what areas you need to improve on.

Email marketing software can help both small and big businesses. Whether you need to send a newsletter to a small handful of people or deliver messages to thousands of customers, email marketing automation tools can give you solutions to your problems.  

What are the benefits of email marketing software?

Email marketing software can streamline your marketing strategies in a few ways.

  • Targeted and personalized content. Email marketing automation software allows you to develop targeted messaging that can provide a personal touch to each of your emails. In doing so, you are building your credibility and creating a unique brand identity. 
  • Review your marketing performance. Another major perk is the ability to use your email marketing software’s metrics to see how many people are opening your emails, clicking links you provide, and engaging with your content. For example, you may utilize your software’s click-through rate (CTR). This feature gives you an accurate idea of how many customers interacted with your email and visited the links within. 
  • Establish web domain authority. Email marketing automation tools serve as a way to make your content appear professional. Additionally, the time you’ll save can be dedicated to further strengthening other elements of your site, blog, etc.
  • Save money. Since direct mail campaigns and in-person public events can be expensive, email marketing can help reduce the overall costs of marketing.

Is email marketing software worthwhile?

Not only is email marketing software worthwhile, it’s becoming a necessity. 

According to Adobe, white-collar workers and those ages 18 and over on average use email six hours a day, equating to over 30 hours a week. 

Email marketing software can help you keep in touch with your customers daily. While direct advertising will help people who may not have access to technology become aware of your product, you can also use your email marketing strategies to frequently update your customers about changes in your business.

What are the must-have features of email marketing services?

To best promote your business, and by extension to show respect to your customers, there are a few key features about email marketing software that can help you with your goals.

Keep these ideas in mind as you choose an email marketing software or service to ensure you make a decision that makes sense for your situation.

Message Automation

First, you may want to look into acquiring tools that can help you set up automated responses for various situations. 

These situations may include:

  • Welcoming new subscribers
  • Alerting them when they made a transaction
  • Personalized messages, such as birthday wishes
  • Order confirmation emails

Some email marketing tools may provide you a drag-and-drop interface for you to quickly build emails. The tactic may help you save up time on focusing on other areas of your business.

Mobile Optimization for Email Marketing Services

Apple’s phones and tablets are where many people check their emails, but there are more than 1.5 billion Gmail users. Mobile browsing is quickly becoming the primary way people access the internet, so it’s important for site owners to adjust accordingly.

If you can optimize your email marketing services for mobile use, even more people may feel encouraged to click on your links or find your page helpful.

Robust Analytics

To get the most out of your digital marketing efforts, you can make use of your email marketing service’s reporting features. 

These include:

  • Open rate. This refers to the percentage of people who open your email in a given time frame. It’s a simple statistic, but important in deciding if your subject line is drawing people’s attention. If you are detecting lower open rates than usual, you can try to increase the percentage by using catchy lines, sending emails on specific days, or think up other incentives that you can give your customers.
  • Bounce rate. This is the percentage of how many emails you sent that your customer did not get in their inbox. There are also two types of bounce rates: hard (when your email is not sent to the recipient because their email address or domain does not exist, either due to a misspelling in the email or the email is no longer in active use) and soft (your email does not reach the recipient’s inbox because the inbox is already full.) 
  • Overall ROI. By accessing your program’s return of investment (ROI), you can find out your actual revenue, discover how many leads you generated through your emails, and determine if your gains could result in any potential revenue. 

Optimizing Your ROI

There are a few ways that you can optimize your ROI, such as:

  1. Optimizing emails so that mobile users can easily read them.
  2. Sending thoughtful emails, such as reminding a customer of any items they have leftover in their shopping cart.
  3. Most importantly, taking time in crafting engaging email ideas. Think of how you want to convey your message to the audience and be consistent. Always stay true to who you are, and do not waste your customers’ time by adding in content that neither you nor they would like. 
  4. Changing up how you present your emails by including videos, images, or other visual designs to make the message look sleek and attractive.
  5. Offering promotions every once in a while. People are a lot more likely to open their emails if they know they sometimes have deals in them. 

Controlling Your Spam Complaint Rate

If you see your spam rate on the rise, then your recipients are flagging you as such because they may interpret your messages as annoying. 

If your rate is any higher than 0.1%, then reduce the rate by trying the following methods:

  • Do not include an offer in every email you send. Repeated offers may convince some people that you do not care for them as individuals. Vary up your emails by including messages that may comment on a particular holiday or other events that relate to your product.
  • Try to not inundate your recipients with emails. Sending too much may bother your customer base. 
  • Make sure to always include a confirmed opt-in. Give your subscribers the choice to ask for more emails or to unsubscribe. 

A/B Testing

Also known as split testing, A/B testing refers to a process in which you show your customers two or more versions of a web page, page element, or email. 

Each version is known as:

  1. Control: This is your original design for any web element.
  2. Variable: It refers to a variation of the original web element, which can be something as simple as a different element or even a different way to express your message.

Whichever version helps move your business metrics in a positive direction is considered the “winner.” If you implement the “winner” on your web page, then you may see an increase in your overall ROI. 

How to Choose the Best Email Marketing Software for You

After considering what you might consider to be the must-have features for your email marketing software, your next step may be to choose a service that best fits your business model. 

Always choose an email marketing application that best fits what kind of creator you are and how you want to promote your products.

If you are a small business, for instance, it may be better to look into plans that offer free trials. Certain softwares may give you its features for free but then begin charging you after you gain a certain amount of subscribers. 

Consider Marketing Automation Tools

Various email marketing tools will provide different marketing automation tools. 

Some plans may include drip campaigns in which you can send pre-written messages to your customers over some time. Additionally, you can also send different drip campaigns to specific subscribers in your audience.

For example, you can run campaigns thanking your best customers, while sending messages to newcomers and encouraging them to explore your broad range of products. 

What about email campaign management tools?

Along with sending messages to every customer, you may consider bulk email marketing services that permit you to engage with your audience in efficient ways. One such useful feature is email segmentation.

The feature helps you divide your subscribers into specific groups and then send personalized emails to each group. This tactic ensures that the right message is conveyed to the right people.

Getting the most out of email segmentation also involves creating compelling lead magnets. Lead magnets are free resources that entice customers to click on a link. 

Anyone starting with a blog or website may find email segmentation and lead magnets useful to grow their business, so look out for email marketing software that includes these tools.

What are cost-effective ways of distributing email marketing content?

Gaining customers requires various ways to expand to a broader audience. One possible way to do so on a budget is using social media; however, using emails is still considered the best way to gain an audience. 

Despite Facebook and Twitter’s growing popularity, email marketing still has a bigger reach. Furthermore, email has been the main staple of professional culture before the onset of social media. 

Distributing email marketing content to customers both old and new can add up over time, so try to minimize unnecessary messaging or come up with a routine that can help you determine when it’s necessary to send out emails.

While social media may not always be enough to promote a business or site on its own, integrating social media posts and features into your emails can help connect your message to the world of online communication.

Build Your Email List

The term “SEO” refers to search engine optimization. SEO practices help ensure that search engines, like Google or Bing, can easily and quickly find your site and recommend it to users.

The more your content is geared toward being search-engine-friendly, the more likely you are to bring in new readers or customers (even without deliberate advertising or any money spent).

You can use SEO to help build your email list. The more people who find your website, the more people see the option of an emailing list for your brand.

Once people find your page, you can include a pop-up window asking for their email, you can include a PDF that can only be accessed if they provide their email, or more. Here are some options for building your email list:

Create a subscription landing page.

Create a subscribe landing page to promote your email list to social media followers or anyone visiting your site after hearing about it from word of mouth. 

CMS tools such as WordPress or builders like Unbounce can help in creating a landing page. Your landing page may make it easier for new followers to find your site and encourage them to sign up for your email marketing services.

Use pop-ups thoughtfully.

Pop-ups can help divert your audience’s attention to a specific space on the page that is selling a promotion or idea.

However, remember that if there are too many pop-ups, your customers may feel more annoyed than informed. Thus, you should always aim to nail the execution, timing, and content of the pop-up. 

Ensure that the pop-up only includes content that aligns with your business’s goals. These pop-ups may link to other pages or sites, making it easy for you to decide what specifically you’d like to promote to followers.

Consider a feature box.

Your website’s homepage is likely to be the most visited part of your site, so it can be beneficial to include elements that may catch the attention of a search engine, including a feature box.

So, if after perusing your content, the customer enjoys what they see, they may interact with the feature box and sign up for an email listserv, content updates, or whatever else your site has to offer. 

To put together a feature box, you can use plugins such as Plugmatter or code it yourself, if you are familiar with the process.  

Create signup and checkout forms.

Once a customer is buying a product, you can ask them at the moment to opt into your email list.

If you have a commerce business, then you can include a subscribe tick box during the checkout process for people to get emails from you. 

There are various integration tools available to ensure that each email is automatically added to your lists. 

Use a PDF or Ebook

If you truly want to appear as an authority in your niche, an ebook is a nice touch on your page.

Give it a snazzy title and landing page to encourage your website’s visitors to check out your book or download the PDF. Ask for their email in order to do so, and your list will grow. 

Final Takeaway: Email Marketing Makes Life Easier

Email marketing software helps make your business as successful as can be; it allows you to combine frequent and efficient marketing with amazing content creation without burning yourself out.

Deciding which email marketing service is best for you can be a lengthy process, but it’s one that’s worth pursuing. Email marketing delivers your message straight to your customer, so there’s really no better way to potentially get their attention.

Don’t be afraid to take some time to reflect on what your goals are, what areas you’d like to see improvement in, and what expectations you have for the functionality of your emails.

Once you’ve got a good idea of what you’d like to create, it’s much easier to find a service or software that ticks all your boxes without breaking the bank. 

Email marketing is perhaps one of the easiest ways to invest in the success and future of your business, and it’s just a few clicks away.

   

   

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