If you are unaware of the importance of email marketing, chances are, your business is not particularly successful. It’s certainly not as successful as it should be. A recent Econsultancy survey asked business owners what they thought of email marketing. More than 70% stated that the returns on investment they received from email marketing is good or excellent with only Search Engine Optimization (SEO) ranking higher in their eyes. Almost 40% of industry executives suggested that email marketing was the single most powerful marketing tool they had at their disposal. More than 60% of those surveyed stated that they would definitely increase their email marketing budget for the upcoming year.
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Given the popularity of email marketing, it’s no surprise that companies offering services are a dime a dozen. This makes it difficult to choose the right one for your business. This is especially pertinent for small businesses which don’t have the luxury of trial and error. If they are trapped in a lengthy contract, it could be disastrous for their organization. This is why you should never choose an email marketing service that doesn’t offer a free trial. A money back guarantee and a free trial are not the same thing. Money back guarantees can be tricky whereas a free trial should have no catches.
You would be forgiven for thinking that email marketing services at the top end of the market are all similar. In actual fact, there will be a disparity in the features offered as well as the price. For example, you may find that one top level company offers automation and segmentation features while another highly rated company does not. This is why you must check individual services. Don’t assume that they are all the same. Look for an email marketing service that provides exactly what you need when you need it. Don’t settle for second best, the success of your company depends on it.
Ease Of Use
When it comes to using the service, make sure that the dashboard is easy to use. There is nothing worse than being tied to a contract only to find that it’s extremely hard work to add or delete the addresses of email recipients. It’s likely that you’ll need to send thousands of emails, don’t choose a service that makes this more difficult than it needs to be. This is another good reason to use a free trial.
If the email service provider doesn’t have great customer support, don’t waste your money on them. Email marketing campaigns are supposed to be efficient in terms of time and price. If you experience problems which take days to solve, it defeats the purpose of using email marketing. For example, MailChimp doesn’t have phone support but it does have excellent live chat support.
Email marketing services base their prices on the number of subscribers you have. For example, BenchMark Email charge $9.95 a month for 500 or less contacts and $112 a month for up to 25,000 contacts. $1,300+ a year is small change for a big organization but serious money to a small business. Read as many reviews as you can and familiarize yourself with the concept of email marketing. This research will save you time, effort and cash.