When it comes to running a successful business, effective communication is key.
Email marketing continues to be one of the most effective tools for creating and maintaining customer relationships. In a recent survey, 50% of people said that they buy from a marketing email at least once a month!Â
Utilising email software is the best way of conducting email campaigns, promotions and more. However, with so many to choose from, it can be difficult to know which software are the best to invest in, and which features will help you achieve your goals. In this article, we’ll go through our top three email software picks for businesses, breaking down their features, benefits, and why they stand out in a crowded market.
Key Features Of Email Software Explained:
Segmentation: dividing an email list into smaller, more targeted groups or segments based on specific criteria. This allows you to tailor their messages to each segment, making content more relevant and engaging to your audience. Using segmentation enables you to send personalised content that resonates better with your audience, improving open rates, click-through rates, and overall campaign effectiveness.Â
Automations:Â using software to automatically send emails based on specific triggers, conditions, or schedules. These automated emails are typically set up once and then run in the background, sending relevant messages to your audience based on their actions, behaviour, or timelines.
A/B Testing: a method used to compare two versions of an email to determine which one performs better in achieving a specific goal. This could be higher open rates, click-through rates, or conversions. Regular A/B testing means you’ll be continuously learning and improving the success of your email marketing strategy.
Nurture Campaign: a series of automated emails sent to subscribers over time to build a relationship, provide value, and guide them through the customer journey. The goal of a nurture campaign is to engage with potential customers, educate them, and gradually move them closer to making a purchase or action.Â
Our Top 3 Email Software: A Review
#3 – Mailchimp
One of the most popular email software choices for businesses is Mailchimp. Â
It offers a wide range of customisable templates, making the design of your communications quick and easy. There is a huge choice of templates available, although the customisation of the templates is slightly more limited when compared to the options higher up on our list. Additionally, the ‘drag and drop’ editor feature is great for beginners, allowing you to create polished emails without extensive experience in graphic design or coding.Â
Mailchimp also has a strong automation set-up, allowing you to create bespoke customer journeys on auto-pilot. Whilst not as specialised as some other software choices, Mailchimp’s automations are beginner-friendly and more than sufficient for small or medium businesses.
Beyond email, Mailchimp offers tools for social media posting, landing page creation, and even digital ads. This multi-channel approach enables you to manage different aspects of your marketing strategy from a single platform. If you’re looking for an all-in-one software to manage most of your marketing efforts, Mailchimp may be a strong choice for you.
As one of the most recognisable email software brands, Mailchimp undoubtedly deserves a spot on our list for small and medium businesses. However, it can be costly for larger businesses as a larger contact list is significantly more expensive. Â
#2 – Brevo
Brevo allows for email and SMS marketing. For email, you can send campaigns, transactional emails, or automations.
Brevo provides all the standard metrics to measure the performance of your email and stands out for its ease-of-use. The software is generally a more affordable option than other software, with the pricing based on the amount of emails sent rather than the size of your contact list. This means you’ll only pay for the communications you actually send, enabling you to keep a large contact list without necessarily the large price tag!
However, the platform has somewhat limited template options, so you’ll need to confidently design your own HTML designs if you don’t want to use the options that Brevo provides. Â
#1 – Klaviyo
Klaviyo deserves our top spot for email software due to its extensive segmentation features. Campaigns can be easily monitored, and flows make automations easy to create.
Klaviyo’s segmentation capabilities are one of its standout features. The platform allows for the creation of highly targeted segments based on a wide range of data points, including purchase history, browsing behaviour, and engagement metrics. This level of segmentation opportunity allows for content to be sent to highly specific customer groups, ensuring that communications are always relevant and meet customer needs.
Klaviyo also allows for dynamic content within emails, meaning that different customers can receive different versions of an email based on specific criteria. This can range from customer demographics, to how and which emails a customer has interacted with.
All of Klaviyo’s features are easy-to-use, making it suitable for beginners or experienced email marketers. The features work for small businesses and larger ones, with the detailed segmentation allowing you to create highly specialised customer groups thar you can target and track with different communications. Â
Conclusion
Selecting the right email software for your business is easier when you know what features you’re looking for, whether that’s pre-made templates or detailed analytics. Being comfortable with the software you use is essential for your email marketing, which remains one of the most crucial elements of business’ marketing strategy.
