Internet Marketing Digital_marketing_for_dummies | Page 376

Choosing Email Marketing Software
As we explain earlier in this book (see Chapter 11), email marketing is critical to the
success of most digital marketing campaigns. Hundreds of email marketing tools are
available to choose from, but a few stand out in the crowd.
The best email applications have the following characteristics:
Deliverability: If your email never reaches prospects’ Inbox, nothing else matters.
Look for an email service provider with a sterling reputation so that your email avoids
the Spam folder.
Automation: If you want your email marketing to be working even when you’re
sleeping or on vacation, look for an email service provider with the capability to build
automated email campaigns that are triggered by a customer or prospect’s behavior.
Reporting: You want to monitor the open and click rates on your emails, among other
things. Look for an email service provider with a full reporting suite.
Mobile friendliness: More and more of your email is being consumed from the small
screen. Your email service provider should be able to deliver readable email to phones
and devices.
Here are some email service providers that we recommend.
Maropost
www.maropost.com
Maropost provides enterprise-level email marketing software with the capability to handle
complex email automation campaigns and advanced email segmentation.
AWeber
www.aweber.com
Despite its low cost, AWeber has a sterling reputation for deliverability, and the software
integrates seamlessly with other popular tools like WordPress. If your budget is tight,
AWeber is an outstanding choice.
Klaviyo
www.klaviyo.com
Klaviyo offers solid email marketing software for businesses that sell physical products.
The software integrates with your shopping cart, payment platform, customer relationship
management (CRM), and more.