Choosing the right service for your email marketing campaigns and strategies can be daunting. After all, you don’t want to use the wrong tool for the job.
The good news is, it doesn’t have to be that way AT ALL.
While there is no shortage of email marketing providers, there are a handful that will serve you best. My personal favorite work for startups to significant internet marketing influencers.
Understanding the difference between each email marketing provider can be the difference between major profits, or major pain in your business.
While it may not be hard to switch from one provider to another, wouldn’t you rather do away with that?
In this article, I will make the decision making process easy and straightforward. This post will layout the most important features that should dictate your decision process.
The three criteria will be based on:
- Integration – how well it integrates with other 3rd party solutions
- Segmentation – ability to send targeted emails
- Automation – perform functions based on subscribers actions
3 Factors To Determine the Best Email Marketing Provider
How long the company has been in business is a HUGE factor to take into account. The longer the company has been in business the better rapport they have built with ESPs like Gmail, Hotmail, and Yahoo.
This means that the probability of your email getting marked as spam will decrease by sending emails from their server.
When picking an email marketing platform look for how long a company has been in business first. Don’t choose any provider that has not been in business for at least the last 3 years.
Perhaps this is the most important specification when deciding which platform to go with.
The effectiveness of your email marketing efforts will be dependent on your ability to get in your subscriber’s inbox. A company that has been in business for a while will have pretty good deliverability rate because of their reputation.
If the website is unappealing and hard to navigate before you sign up, chances are creating and sending emails will be a clunky process. Ideally, you want a email marketing provider that has a nice, clean, and modern design with Drag & Drop capability.
Sign up for a free trial and test drive their dashboard before you make a final decision. If you can’t figure out the interface, more than likely you will end up paying someone else who does.
How Deep Do You Want to Go?
Now that you understand the 3 main factors to take into account when choosing an email marketing provider, the next question you need to answer is how targeted would you like to get with your marketing.
The level of depth will determine which provider will be best for your biz.
3 Levels of Email Marketers
A beginner email marketer is building a list because they heard “the money is in the list”. They don’t have a strategy for utilizing email marketing and do not know how to grow their email list.
If they do have a list they are only using it to send broad email “newsletters” to their entire group without any segmentation.
This is where Mailchimp shines, especially with their free email marketing features. However, even for startups, I still recommend Active Campaign.
An intermediate email marketer has a list and a strategy. They use email marketing to make and increase sales in their business. Their emails are usually not very targeted, but they do use segmentation at a fairly basic level to produce the desired results.
Intermediate marketers also have their autoresponder integrated with other 3rd party platforms to increase their conversion rates and get the most out of their email marketing efforts.
For this type of marketer, I recommend Aweber. It’s simple and easy to use, without too much technical segmentation. However, I still recommend Active Campaign for it’s versatility and ability to the simple tasks mentioned above.
Advanced email marketers send very targeted emails. They use segmentation (and/or tagging) to help determine the hottest leads in their funnel. They understand the importance of being able to measure the actions of every lead in their funnel with great resolution.
These marketers more than likely are using a CRM + email marketing platform to integrate all their marketing tools into one resource to maximize their profits and scale their business.
For advanced marketers, there’s infusionsoft, ontraport, convertkit, and my personal favorite (and recommendation) Active Campaign.
Why Active Campaign?
The ability to segment, tag, and know where every contact is in your funnel system starting at $9/month?!? That’s a no brainer.
As a beginner, you might just use simple campaigns. But if you ever want to scale your business, and still build a solid relationship with your subscribers, Active Campaign IS THE most cost effective and most efficient solution.
So there you have it. The most straight-forward criteria you can use to select the email marketing platform that will best suit your business needs.
There are many other reputable services out there that I did not mention. That does not mean that they are not good. Most of them have trials. So don’t hesitate to try them out and find out what’s best for your biz needs.
I recently compiled a 3-minute email marketing guide with the TOP 3 TOOLS TO QUICKLY GROW YOUR EMAIL LIST. This guide will show you the three simple tools you need to start building and growing your list. CLICK HERE and download the guide.