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There are a few key elements to be on the lookout for when comparing and selecting the best email marketing software for your marketing needs:
- Pre-designed Mobile-Responsive Templates
- Third-Party Apps/Integrations
- List Segmentation Abilities
- Personalization Capabilities
- Advanced Analytics Tools and A/B Testing Tools
- Heatmaps
- 24/7 Customer Service
- Lead Collection Tools
- Ease-of-use
Lead Scoring
Another important component of email marketing and automation is lead scoring. Lead scoring is the process of assigning a value to leads which represent the stage they are at within your conversion funnel. This important aspect can lead to more targeted marketing efforts and cohesiveness between the marketing and sales team, which will in-turn result in increased sales.
Automation creates a sense of connectedness for those on your email list, leading them through the complete marketing journey until the desired action is taken and a conversion occurs.
Finally, you can think of automation in terms of inbound and outbound marketing. Traditional email marketing doesn’t allow marketers to do much but send email blasts, collect minimal data and use it to make optimizations to text in upcoming emails as a result. This process is outbound only.
Automation, however, sends a different message, and quite literally, creates an inbound marketing experience where two way communication is not only something that is sought out, but encouraged.
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