Email marketing is one of the best ways to create an engaged audience and can be essential to generating revenue for your business. It’s important that you nurture your email list and provide them with useful content, so they keep coming back to your site and purchasing from you. In order to do that, you need to have the right tools. There are so many email marketing platforms out there, just getting started can be daunting. We’ve written this article to help you identify your email marketing needs so you can choose the best platform for your business.
Why are you creating an email list?
If you understand why you’re creating your email list, you can identify what you need your email marketing platform to provide. Are you creating a list to build a community? To generate product sales? To direct traffic to affiliate links?
What is your budget for email marketing?
Many email marketing platforms will charge based on the number of subscribers, but there are options that are free until a certain amount of users have subscribed, like MailChimp and MailerLite. Identify what price point will fit in your current budget. You can switch to a new platform once you have grown your email list and hopefully your budget.
Pay attention to how billing works as well. Some platforms consider one user who subscribes to more than one list a separate subscriber each time. As your lists grow, this can be much more expensive than considering each user or email address only one subscriber no matter how many lists they subscribe to.
What integrations do you require of your email marketing platform?
If you are providing services, content or products through another source, you may want to research which email marketing platforms integrate with that source. Do you sell courses on Teachable? Or sell your books through online book stores? Check to make sure you can collect emails from those sources with the email marketing platform you are considering before getting started.
Do you plan on segmenting your email list?
If you’re not planning on segmenting your email list, you may want to do some research and consider it. Segmentation allows you to send specific emails to a targeted audience for better engagement. Research the platforms you are considering to make sure that they offer segmentation and how they segment users.
What email automation capabilities will be useful?
Automation can save you time and increase your productivity and conversion rates. Automation such as content upgrades, cart abandonment and drip campaigns can make a huge impact. Research to make sure the automation tools you require are available.
Making the email marketing platform decision
Now that you’ve figured out what you’re looking for in an email marketing platform, making the decision should be a lot easier.
Still not sure and want more advice?
We like ConvertKit. It’s easy to use, ticks all of our boxes and just plain works well. It’s affordable and doesn’t require any technical skills.
If you’re techy, like to experiment and want to most ROI, Drip is a great choice.