If you don’t have a good email marketing program, you don’t have a good marketing program — period. A 2013 report from Custora, a New York City-based marketing analytics firm, showed that 7.5 percent of all gained customers are coming from email marketing, which is better than either Facebook or Twitter, and represents a 4X growth since 2009. That growth is only going to continue.
However, in order to have a great email marketing program, you need to have the right email marketing service in your arsenal. This choice isn’t as easy to make as it may seem. There are dozens of options, and only by evaluating your business’ needs and direction will you know which one is best for your startup. Here’s how to do this:
Define Your Marketing Goals
I’m all about action, but action isn’t effective unless it’s directed. Start off by figuring out what your key marketing needs are and what you need your email marketing to accomplish for you.
Are you at a stage where you want to build engagement and visibility by encouraging signups and sending a newsletter? Or do you plan to increase sales and conversions by using your email campaign to convert customers and link directly to your sales catalog? Because all email marketing services have different features and prices, knowing your exact needs will save you both money and hassle.
One important goal is to make sure your email campaign is readable on mobile devices as well as desktops. More and more customers are on the go, and choosing a service that allows you to optimize for mobile is a key part of a successful marketing plan.
If you need more specific help with your campaign development and strategy, some email marketing services offer professional campaign consulting services. While these services can be expensive, they can also help you avoid misusing time and money if you have a small staff or need expert help.
How to Pick the Best Email Marketing Service for Your Small Business
