{"id":17884,"date":"2021-04-23T07:13:37","date_gmt":"2021-04-23T06:13:37","guid":{"rendered":"\/gb\/en\/blog\/?p=17884"},"modified":"2023-01-16T12:39:57","modified_gmt":"2023-01-16T12:39:57","slug":"how-to-choose-the-right-email-marketing-tool-for-your-business","status":"publish","type":"post","link":"\/gb\/en\/blog\/how-to-choose-the-right-email-marketing-tool-for-your-business\/","title":{"rendered":"How To Choose The Right Email Marketing Tool For Your Business"},"content":{"rendered":"

What Is Email Marketing?<\/span><\/h2>\n

When you are selling or <\/span>marketing products<\/span><\/a> and services, you may be selling in various ways, including phone calls, in-person meetings, or word of mouth.\u00a0<\/span><\/p>\n

Adding email marketing to the list is another step towards generating real interest in your product or service.\u00a0<\/span><\/p>\n

Sending emails to prospective customers is more than just mass-sending the same email to 10,000 people on a contact list.\u00a0<\/span><\/p>\n

Some customers may be interested in buying your services today. Others may not even be aware of your service category.\u00a0<\/span><\/p>\n

Email marketing includes all of the above customer types and more. Emails have the power to persuade or to turn off customers, and must be highly tuned to the particular person to have the best effect.\u00a0<\/span><\/p>\n

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Source<\/span><\/a><\/p>\n

But your sales team can\u2019t afford to hire enough marketers to custom-tailor every email.\u00a0<\/span><\/p>\n

The solution is using an email marketing tool. Each tool is different, but in general, they all provide a way to qualify each potential customer and send them just the right message at the right time.\u00a0<\/span><\/p>\n

This requires the usage of a lot of analytical tools and automation to work just right.\u00a0<\/span><\/p>\n

What is Lead Generation?<\/span><\/h2>\n

Lead Generation, or \u201cLead Gen,\u201d is the process of converting customers from different stages of awareness or interest until eventually, they may be ready to buy your product or service.\u00a0<\/span><\/p>\n

It\u2019s about slowly coaxing customers and educating them about your industry. When they\u2019re ready for sales, they will come to you.\u00a0<\/span><\/p>\n

Lead generation<\/span><\/a> techniques today are a full 180\u00ba from the lead generation of ten years ago.\u00a0<\/span><\/p>\n

Cold calling<\/a> using telemarketers has very little long-term value and often develops a bad reputation. Similarly, sending sales emails to prospects is much less effective than sending well-qualified emails.<\/span><\/p>\n

Sending well-qualified emails is easy if you have the time to individualise emails and send them personally. This is still the way to achieve the highest conversion rate per customer.\u00a0<\/span><\/p>\n

But many less interested prospects can always be receptive to what you have to offer.\u00a0<\/span><\/p>\n

That\u2019s why you need to manage your leads and qualify them. You might want to look into an email marketing agency that can fully professionalise your email program and squeeze every bit of ROI from it that can possibly be squeezed.<\/span><\/p>\n

Lead Qualification Is Critical For Lead Management.<\/span><\/h2>\n

Lead management doesn\u2019t happen in a vacuum. That is, you don\u2019t say that your leads are ready to be sent product sales information just because they have been receiving emails for six months.\u00a0<\/span><\/p>\n

You need more information to make the right decisions based on the lead\u2019s sales funnel stage.<\/span><\/p>\n

To qualify leads, you have a lot of information at your disposal. If the person has filled in an online form, you can track them with tools like Google Analytics.\u00a0<\/span><\/p>\n

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Source<\/span><\/a><\/p>\n

Tools like this can enable you to see what web pages prospects browsed immediately before or after clicking on your form.\u00a0<\/span><\/p>\n

You can use this information to tell if they are prospective customers with high purchase intent or if they\u2019re not quite ready to buy yet.<\/span><\/p>\n

By <\/span>segmenting your leads<\/span><\/a> into different groups of interest level, you are building a sales funnel. Treating the less interested group differently than the more interested groups is how you can get more sales from a smaller sales budget.\u00a0<\/span><\/p>\n

By tailoring messaging more directly to these groups\u2019 interest levels, your company will also see reputation boosts compared to cold calling techniques.\u00a0<\/span><\/p>\n

People really don\u2019t like having their time taken away for something they\u2019re not interested in. By segmenting your messaging and sending fewer messages but tailoring your messages to be highly targeted, you can slowly build interest.\u00a0<\/span><\/p>\n

By the time the prospects are exposed to your product sales information, they will be more likely to be envisioning themselves as purchasers of your product or service.<\/span><\/p>\n

As you can imagine, collecting data and computing performance metrics is a lot of work. That\u2019s why you can use automation tools. Many tools tie-in this analytics data directly with CRM<\/a> (customer relationship management) software.\u00a0<\/span><\/p>\n

CRM software<\/span><\/a> helps companies manage leads, but without lead qualification data, they lack the vital decision information to know what to do with the leads.<\/span><\/p>\n

What Analytics Do You Really Need?<\/span><\/h2>\n

Analytics can be captured at many stages of the marketing funnel. When very little is known about a prospect, you need to find a way to collect information gently.\u00a0<\/span><\/p>\n

Depending on how your new leads are generated, you can set them in one of many lead categories.\u00a0<\/span><\/p>\n

For example, if leads click on a <\/span>social media<\/span><\/a> post about your services, you should send them emails only about services, not products.\u00a0<\/span><\/p>\n

\"kdan<\/p>\n

Source<\/span><\/a><\/p>\n

Let\u2019s say they entered their email address to download a slide deck but declined to receive your newsletter. With this information, you can place them in the lowest tier of marketing qualified leads for services.<\/span><\/p>\n

Based on the lead\u2019s qualification level, you should send them emails less often, specifically regarding services. You should also wait for some period before sending them other emails about products.\u00a0<\/span><\/p>\n

Since they have indicated that they don\u2019t want weekly newsletters, you know they are in the lowest interest tier.\u00a0<\/span><\/p>\n

Still, they have provided you with the first small amount of analytics information, and you can use this in the future.<\/span><\/p>\n

The first impression is perhaps the hardest to do well, but when you send the first email to the marketing-qualified lead, you can begin to collect valuable data to qualify them further.\u00a0<\/span><\/p>\n

Once you have enough data, you\u2019ll be able to move them down the marketing funnel, and then to the sales funnel, and finally to the customer funnel.<\/span><\/p>\n

Email marketing tools allow you to qualify the lead using advanced metrics like email click rate, click-through, engagement time, and more.\u00a0<\/span><\/p>\n

Click rate tells you how many prospects clicked on a particular email to open it. You can perform A\/B testing between different email variants to determine which phrasing or designs have better performance.\u00a0<\/span><\/p>\n

Email Opens<\/span><\/h3>\n

When a user clicks on your email to open it, email marketing tools can record this event. As the first interaction with your marketing material, you now have some critical data that you can act on.\u00a0<\/span><\/p>\n

You can automate sending follow-up emails based on the time that users opened the first email.<\/span><\/p>\n

Email Replies<\/span><\/h3>\n

A well-known way to increase engagement is by asking the reader to respond with their thoughts and comments. It sounds more natural and encourages the readers to create a conversation with your company as if they are talking directly to the CEO.\u00a0<\/span><\/p>\n

\"kdan<\/p>\n

Source<\/span><\/a><\/p>\n

Email marketing tools are the most powerful when tracking the replies and even automatically taking CRM action based on the response received.<\/span><\/p>\n

Email Clicks<\/span><\/h3>\n

Prospective customers that open emails are great, but when they click on something in the email, that\u2019s even better. Your email links can be tracked and provide information to your analytics services on your website.\u00a0<\/span><\/p>\n

Click-through to the website is one of the most powerful <\/span>email metrics<\/span><\/a> because it shows that users are interested enough to learn more.<\/span><\/p>\n

Website Visits<\/span><\/h3>\n

Once users reach your website, they become page visitors. Email marketing tools should track the number of page visits that your website obtains from these website visits.\u00a0<\/span><\/p>\n

Similar to <\/span>analytics<\/span><\/a> tools like Google Analytics, email marketing can track many attributes about the customer\u2019s site visit. These site visit attributes can be fed into your CRM.\u00a0<\/span><\/p>\n

The best email marketing tools serve as a connection between the CRM and your customers. With this data, you can score each lead and move them automatically up or down the sales funnel.<\/span><\/p>\n

Some of the most critical data types for analytics are:<\/span>
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