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Mar 30, 2020

Email marketing is critical in today’s business world. The internet has leveled the playing field for businesses when it comes to reaching customers. However, to stay competitive companies need to create targeted marketing campaigns that speak to the needs of prospects. One of the ways of doing this is through various tools, such as email marketing solutions.

There are hundreds of email service providers (ESPs) on the market. The providers offer various solutions which can give you an edge over the competition when building your business.

But how do you determine which ESP is right for you?

What Are Your Goals?

Your immediate and long-term goals should guide you in determining the email service provider to sign up with.

During the initial stages of your business, you may only be sending a few emails to a few hundred subscribers. However, as you start scaling, you may want various features in your email solution, such as triggered emails, automation, detailed analytics, and more.

When choosing an email service provider, think of your immediate goals and check whether the platform can scale over time as your needs become more sophisticated.

Here are the main things to keep in mind when looking for an email service provider:

1. Subscription Forms

The fastest way of building your email list is by setting up subscription forms on your website or other online platforms. Check whether the ESP you want to sign up with allows you to place subscription forms on different channels.

You should be able to customize the subscription forms to match your brand and articulate your message.

2. Email Builder

The ESP should provide an easy-to-use email builder that you can use to create appealing emails. Generally, most ESPs provide email builders that allow users to drag and drop elements and then edit them.

The page builder should have plenty of responsive design options.

3. Personalization

Personalization refers to addressing your subscribers using pertinent information that applies to them, such as their name, age, city, gender, and so on. The ESP should allow you to send personalized emails to your subscribers.

52% of customers would leave a brand that sends non-personalized emails. Don’t let your business fall into that group that might be abandoned by customers.

4. Analytics & Reports

The ESP should provide analytics and reports that can help you track your main email marketing metrics. Tracking your email marketing will help you determine the ROI of your activities and what needs to be done for even better results.

Among the metrics that the ESP should enable you to track include open rate, spam complaint rate, unsubscribe rate, bounce rate, and click-through rate.

5. Integration

Depending on your business goals, you may want to integrate your email solution with customer relationship management (CRM) software. This integration will unlock more data for your business, allowing you to do things like:

  • Automatically send contacts and other data to your online store
  • Transfer data from your subscription forms to your mailing list
  • Let users pay for products right from the emails

6. Segmentation

You should be able to segment your leads in the email solution. Through segmentation, you can provide relevant content to different groups of people, which will improve your open rate.

You can segment your leads to target them based on various attributes such as age, gender, geographic location, income range, interests, and so on.

7. Pricing

Have a budget in mind when looking at email marketing solutions you want to sign up for. Most ESPs have a tiered pricing structure, including free trials or free options. Check out the free options before purchasing a paid plan.

When you sign up for a free trial, check all the features available to see whether the solution will be right for you.

8. 24/7 Customer Support

Finally, you want an ESP that is responsive and will be there to help you when you encounter any problems. The service provider should help you solve problems quickly to ensure your marketing campaigns keep running profitably. Choose an ESP that is quick to offer support through phone, email, or live chat.

Phonexa’s email marketing platform, E-Delivery, provides customizable features, automation tools, personalized email templates, AI-powered analytics, and free integrations to help you get the most out of your email marketing campaigns.


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David Gasparyan

David Gasparyan is the founder and president of Phonexa, a SaaS company that gives businesses all the tools they need to run and optimize their marketing campaigns. David has a formal education in marketing and first started working in the digital marketing space over fifteen years ago, at a time when Google was only a search engine, Facebook didn’t exist, and the internet’s full potential had yet to be realized.

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