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How to Choose Between Email Marketing Tools?

Prachi is a well-established content writer who enjoys writing about business insights, marketing strategies, lifestyle & other such topics.

How to Choose RIght Email Marketing Tools and Acquire More Customers?

Email marketing forms an integral part of customer acquisition strategy for most businesses today. It facilitates in getting potential leads for businesses, and thus there is enormous competition among brands on this front. Companies can drive traffic to their websites through successful email campaigns, creating opportunities to turn leads into conversions.

So whether you own an e-commerce store, pet food, food chain or anything else, you can turn to the emailing strategy to acquire more customers. However, to do so, you need powerful email marketing tools. The reason being - one, it would make various tasks involved in the process automated, and second, it will make the campaign more efficient.

There are some great tools available in the market for running email campaigns, but before you zero down on any one of them, you need to research their offerings. Read this article to find out how you can choose email marketing software that will work best for your business.

Optimization for Mobile Devices

Today, people are connected to the Internet through their mobile phones and tablets almost 24/7. And, it is most likely that they regularly access their email on these devices. Thus, having your promotional campaign optimized for mobile devices is the way ahead. Most platforms offer this feature, where all messages are optimized for smaller screens. This makes all the messages legible. Besides this, they offer customized templates for mobile users to scan emails quickly. Hence, choose a tool that includes this feature or be ready to lose potential customers to your competition.

Leveraging Analytics

The core of digital marketing is about data analysis and utilizing it to the maximum profitability. The emailing tools offer different analytical reports to understand better how a particular campaign is faring. Some of the standard metrics included in these tools are bounce rate, open rate, click-through rate, and unsubscribe rate. These also feature built-in testing tools like A/B testing and Multivariate testing to analyze curated data statistically. Using the results, you can fine-tune your campaigns to yield better results. Look for this feature in the tool you finalize for your email promotions.


Running manual emailing promotions is decent but lacks the effectiveness of automation practices. This is where emailing tools come in handy, with their feature to set up sequencing for almost every aspect of the campaigns, be it welcome messages, response emails or order affirmations. Automation makes the whole process quick and easy to save time.


Collecting feedback from email subscribers is a good approach when there is a requirement to ascertain their liking or disliking of your offered product or service. Also, it gives a notion to the subscribers that you value their opinion. This helps in gaining their trust. Based on the feedback, you can tweak your offerings if feasible. However, doing it manually can be a daunting task. This is where emailing marketing software can help you automate and optimize the entire job for you within no time.

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Message Limits

Most email marketing service providers put a cap on the number of messages you can send in a month. This arrangement could work for new businesses, but if you are planning to scale up, you should look for those providers who can give you an unlimited plan. This will provide you with the freedom to send as many emails as you want to your existing and potential subscribers.

Spam Testing

One of the significant roadblocks of email marketing is spam filters. Once your message is flagged as spam, be sure that the same would be the fate of your other emails. And once they reach the spam folder of the subscriber, there is hardly any chance that it will be opened. Therefore, look for software that can do spam testing and notify beforehand of any content that can potentially be flagged as spam. This would improve your message delivery and open rates.


If you are planning to initiate your email campaigning for the first time, then look for those providers who offer subscriptions for different levels of business. You would not want to burn your pocket from the beginning. Once your business grows, you can easily upgrade to the next level. Also, be wary of getting into a long-term subscription if this is new for you. Instead, try out free trials or the ones that offer a money-back guarantee. This will give you a chance to experience how the software works and compare it with others.

Final Words

These are some of the best ways to choose among the email marketing tools available in the market. However, at the core, it is about selecting the right fit for you. For instance, one email marketing tool might provide additional features but be costly. However, if you are just starting, there’s no point in spending extra on the features you might not want right now. So, make the selection based on your requirements and the features highlighted in this article to get your email campaign running.

This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.

© 2021 Prachi Doshi

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