Direct marketing is not new, but the avenue it now takes is via the email inbox. It’s not so different from its snail mail beginnings, with marketing being sorted directly to the potential customer, but it is now so much more. It’s also a whole lot greener without paper. It can be sometimes difficult to track hard copy direct marketing, but with the use of email links, a small business can assess what becomes of their email advertising. There are several types of emails that are used to lure potential customers, and bring back repeat business. Promotional campaigns, sent to highlight sales or coupons; lead nurturing, to get brand recognition and coax a sale; invitations to special events; recurring newsletters to keep customers up to date and keep your company in the foreground; and surveys of past or future customers. Email marketing software makes it all easy for a small business owner. What follows is a number of email marketing software available, and what sets each apart from the rest.
When there are several links within an email, Campaigner can be programmed to adjust its response based on which link was targeted. Clicking on a link to look at discounts could prompt an email with a coupon to arrive.
Customer service counts, and Big Response has it. There is unlimited access to software support, both by phone or by email.
Mad Mimi offers a very simple, standard service which may be more useful if a marketer is finding it overwhelming. They also offer a very restricted version for free, plus design support at no extra charge.
They make it even easier for small businesses. Email content is provided, based on the industry parameters, for a fee. Their emails can also embedded with a great presentation service.
Get Response has a great feature in which two different emails can be pitted against each other, so companies can analyze which format is more successful. They are equipped with plenty of social media tools, too.
This software offer great analytics. A marketing department can view what the leads are clicking on, and break that down into a readable idea.
As an added touch, Vertical Response can follow up email marketing with direct marketed materials to a customer’s home by post. It may be old school, but it couldn’t hurt.
MailChimp may be ideal for companies with a much smaller scope. They offer their services for free to a base of 500 email addresses, with 3000 emails sent per month, at no charge. As well, they’ve partnered up to offer online ticket sales and event registration.
Like its predecessor, email marketing is a successful way to gain and keep customers. Be sure to look for companies with a wide range of features and analytics. With email marketing, small businesses are converting potential customers into real sales.