Email marketing is one of the most powerful marketing tools for developing customer and client relationships that lead to more engagement — and business!
of U.S. adults like to receive promotional emails from the companies they do business with. (MarketingSherpa, 2015)
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Here’s what you should look for in an email marketing service provider:
1. Easy-to-create, beautiful emails
You shouldn’t need to be a professional designer to create emails that match your brand and make your business look professional. It should be easy to create or customize beautiful emails that drive real business results.
2. Support when and where you need it
Not everyone is a marketing or tech wiz. As a small business owner, you don’t have enough hours in the day to learn a new skill or troubleshoot. In addition to easy-to-use tools, your email marketing service should provide you with support and guidance in any way you want to receive it.
3. Measurable results
You should have access to in-depth reporting to see key metrics like emails sent, who opened, who clicked through, and which links they clicked on. In addition, you should also be able to see important details like spam reports, bounces, and opt-outs. This reporting allows you to see which emails are working best and learn what makes your customers take action.
4. Assurance that your emails will reach your customers
Your email service provider should work diligently to maintain strong relationships with email clients like Gmail or Outlook and establish reputations for sending permission-based emails. As a result, you’ll see more of your emails delivered to your recipients’ inboxes, and less emails in the spam folder.
5. Mobile-friendly templates
It’s no secret that we live in a mobile world, and it’s important that your messages look great on whatever device your readers are using at the time, whether that’s mobile, tablet, or desktop. Make sure your email service provider offers templates that seamlessly adapt no matter how your customers are reading them.