Avoid an Email Marketing Mishap

Simply put, an email marketing platform is a tool that helps you create, send, and optimise your email campaigns.

These platforms offer features like ready-made templates, automation, contact segmentation, A/B testing, and analytics. Depending on the one you pick, you could also get access to some advanced and niche tools.

Choosing the right email marketing platform can make a significant difference in how effectively you reach and engage with your audience.

Before you commit, it’s crucial to evaluate your options thoroughly. Here’s a checklist to guide you through the process:

1. Evaluate Ease of Use

If you’re just getting started with email marketing, it’s important that the platform is easy to use.

A straightforward platform lets you focus on creating engaging content instead of struggling with complex features.

Platforms to Consider:

Mailchimp and Constant Contact are renowned for their user-friendly designs.

They both offer drag-and-drop editors that make creating beautiful emails straightforward, even for beginners.

Test these editors yourself to see how quickly you can design an email without getting bogged down in details.

2. Compare Pricing Plans

Understanding the pricing structure is essential to ensure the platform fits within your budget, both now and as your business grows.

Action Steps:

Calculate your current subscriber list and project how it might grow over the next year.

Explore the pricing tiers for each platform.

For instance, Mailchimp offers a free plan for small lists, but costs can escalate quickly as your list expands.

On the other hand, ActiveCampaign offers more advanced features at a higher price point, which might be justified if you require those capabilities.

3. Identify Essential Features

The right features can significantly impact the success of your email marketing campaigns.

It’s important to prioritise which features are most important to you.

Key Features to Look For:

Automation: ConvertKit excels in automation, making it ideal for bloggers and content creators who want to set up sequences that engage their audience over time.

Segmentation: Being able to segment your audience allows for more targeted marketing.

A/B Testing: Platforms like HubSpot provide robust A/B testing tools that help optimise your campaigns by testing different versions of your emails.

Advanced Analytics: Detailed reporting tools are crucial for tracking the performance of your campaigns and making data-driven decisions.

4. Check Integration Capabilities

Your email marketing platform should work seamlessly with the other tools you use, such as your CRM or e-commerce platform.

Considerations:

ActiveCampaign is particularly strong in CRM integration, making it a powerful tool for managing customer relationships.

Mailchimp offers a wide range of integrations that are perfect for small businesses.

Look for platforms that provide API access if you need custom integrations or more control over your workflows.

5. Test Customer Support

Good customer support can be a lifesaver, especially when you encounter issues while setting up or running campaigns.

How to Test:

Visit the platform’s website and see what support options are available—live chat, phone support, email, etc.

Try reaching out with a question to gauge the responsiveness and helpfulness of the support team.

Constant Contact is known for its strong customer support, which can be particularly valuable when you’re just starting out.

6. Explore Free Trials

A free trial allows you to test a platform’s features without financial commitment, making it easier to determine if it’s the right fit for your business.

Platforms Offering Free Trials:

HubSpot and ActiveCampaign both offer free trials that give you access to their full suite of features.

Use the trial period to set up a small campaign and see how intuitive the tools are to use and whether the platform meets your needs.

7. Consider Scalability

As your business grows, your email marketing needs will evolve. It’s important to choose a platform that can grow with you.

Scalability Factors:

Can the platform handle larger lists and more complex campaigns as your business expands?

HubSpot is a great choice if you’re looking for a platform that can scale with your business, offering advanced features as you grow.

Also, consider any additional costs associated with scaling up your efforts. Some platforms may seem affordable initially but can become expensive as your needs expand.

So there you have it, the more points you can check off, the better your chances of avoiding costly mistakes and selecting a platform that aligns with your email marketing goals.

Just like steering clear of Michael Jackson’s Pepsi moment, the right choice will keep you on course and prevent unnecessary drama.

The key is to choose a platform that fits your needs and effectively connects you with your audience.