Five Top Tips for Choosing an Email Marketing Platform

Email marketing continues to be a proven strategy for promoting your business, helping to attract new customers, and build up a bond of trust with your existing ones.

And while many consider it to be ineffective as it’s an ageing technique, the results show that email marketing is as effective as ever, with 59% of B2B marketers stating it’s their most effective channel for revenue generation this post from Kuno Creative.

There are plenty of different email marketing platforms out there, many of which are available at relatively low prices.

Which email marketing platform is right for you will largely depend on the size of your business and your needs, whether it’s a simple text-based email editor or full HTML and JavaScript templates.

We spoke to UK Business Lists for their five top tips to ensure that you find the platform which is right for your business size and budget.

Tips for choosing an email marketing platform

Don’t Pay for What You Don’t Need

While most email marketing software is relatively affordable, it’s still important that you don’t pay over the odds when you don’t need to.

Many plans will offer you unlimited email sends on a monthly basis, billing you on the basis of how many subscribers you have.

However, if you have a very small list of subscribers, it might be worth seeking out a platform which offers a free, or low-cost pay as you go plan.

Just know what your needs are before committing, and enquire about all the options too as many will offer discounts, for example, if you pay by year rather than month.

Most platforms will also offer free trials, which are a good way to take a peek at the capabilities and functions of the platform before committing, but just be wary that many will ask for your card details, so be sure not to get caught out by a bill when the trial expires!

Check the Tech Support

Something a lot of people fail to check (and that many platforms are unfortunately lacking in) is the level of technical support available.

While some platforms will offer 24/7 phone, live chat and email support, others will just refer to online help pages.

Preferably, you should look for a platform which offers a mixture of self-service support resources and live support too for the times when you can’t solve the issue yourself.

How Easy is it to Manage Subscribers?

If you already have built up a good list of email subscribers, how easy will it be to import it into your new platform?

Many will allow you to copy and paste or import a CSV/Excel file, but some of the better platforms will also integrate with third-party software such as Gmail and other CRM data, which can be invaluable for businesses with a larger email list.

It’s also worth checking how easy it is to export your contacts too, in case you ever come to switch to another platform in the future.

Make Sure That You Can Test for Spam

Email spam filters are increasingly sophisticated, but that also means that they filter out a lot of stuff which isn’t spam at all!

Many seemingly harmless terms will set alarm bells ringing for many email service providers, which will be a real spanner in the works for your campaign.

This is a real concern when it comes to your email marketing, so it’s important that your software features a tool which will allow you to test your emails for spam before sending them.

Look Out for Custom Auto-Responders

Custom auto-responders can be a very useful tool for email marketing, which will help you connect with your subscribers through automatic emails generated for events such as their birthday and thank you emails when they make a purchase.

However, you should also be on the lookout for even more advanced systems, which can set up custom triggers such as when a reader opens an email, makes a purchase or ignores a certain amount of emails.

These are just some of the things to be on the lookout when you’re looking for a new email marketing platform, but one of the best things to do is try and get as many free trials and possible, and play around to find the one which is right for you and your business.

For a great roundup of some of the top email marketing platforms around, check out this comparison from PC Mag.


Lynne Huysamen

Mommy to a pigeon pair, blogger and online marketer. Lover of chocolate, good books and buckets of coffee.

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