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What are Email Marketing Tools

Release Date

20 December 2016


Email Marketing Tools: What are they? Why should I use one?

An email marketing tool (or platform as it’s sometimes referred to) is an all-in-one solution that helps you:

  • run your email marketing campaigns
  • design your emails
  • manage your contact lists

Some platforms may also include autoresponders and social media integration.

By utilising an email marketing tool or platform, it makes it much more manageable to send out targeted email campaigns to the right audience.

Your emails still come from your email address, however they’re sent via the platform. You choose who they go out to and you design the email in terms of layout and content (by means of easy to use templates).

The tools give you the ability to segment your database; you can do this with whichever (and however many) fields you like. Then, you can use this data to decide who gets sent which emails, and when.

For instance, if you’re a Computer store you can keep track of which brand of PC your customers have bought. Then, you can email them about relevant accessories and promotions to suit their specific computer brand. What’s more, you can track when they last purchased and email them at specific times about relevant upgrades and reminders to renew their software, virus protection etc.

Essentially, an email marketing tool allows you to:

  • Engage with your customers through powerful email automation, sending truly dynamic, personalised communications based on your customers’ real-time behaviour.
  • Build even better campaigns by consolidating insight from all your digital channels — you can import data from your CRM and ecommerce systems as well as your web analytics platform.
  • Maximise the performance of all your email programs through simple and powerful content scoring, delivery monitoring, and campaign analytics.


Mail Chimp


Choosing the right tool for you

 The best email marketing tool for your business will depend on your budget, the size of your database, whether you require marketing automation, which integrations you require, and more. Essentially – there is no one size fits all recommendation.

That being said, if you have no to low budget, you could test the waters of email marketing using MailChimp. They offer a free version, which is great. You can use their drag and drop email builder, segment your database and schedule your emails.

Another tried and tested option is Campaign Monitorwhich allows you to generate actual screens of your email design in popular email clients like Gmail and Hotmail, so you can ensure your campaigns will display as intended in all email clients.

Setting autoresponders is fairly easy and the interface is clutter-free and straight-forward.

Got a slightly larger budget? You might want to try vision6Their powerful drag and drop editor comes with over 70 mobile friendly templates. Furthermore, you can use spreadsheet view to easily segment your database then create one email that populated with different content depending on the segment of your database it’s going out to.

Email marketing platforms are great for simplifying and organising (as well as tracking) your email marketing campaigns.

If you’re not sure you’re getting the most out of your platform, or you’d like some help getting started with one, you can contact one of our marketing consultants on 1800 505 529 or by submitting an enquiry.

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