Digital marketing is not for the faint at heart. You need to execute and deliver faster than everyone else in your company. Yesterday if possible. A great deal of your work goes into crafting eye-catching email marketing campaigns that turn mere prospects into customers and, later on, into brand advocates.
And with the number of global e-mail users expected to reach 4.48 billion users by 2024, it seems like your mission is about to get even harder.
It’s not that your team isn’t skilled enough to create unique copy that persuades people to buy from your clients. But without an intelligent email marketing software to support their efforts, your message — and click-through rates — will get buried in your prospects’ brimming inboxes.
Deciding on which platform to use isn’t very hard. However, it does take the one thing you can’t afford to spend: time.
The Digital Marketing team at Americaneagle.com is well-versed in walking clients through the entire process from selecting email marketing software to integrating it, and today’s article is meant to help you tackle the first step.
We took a thorough look at four of the most popular types of email marketing software, weighing up various factors such as user-friendliness, level of personalization, mobile optimization, and more.
1. Marketing Cloud
If you’re looking for a well-rounded solution that meets the needs of both your B2C and B2B customers, you’ll love Salesforce’s digital marketing software.
Marketing Cloud encompasses a handful of cutting-edge integrated solutions designed to take care of everything from analyzing data to measuring email performance.
The Email Studio feature, for instance, is nothing sort of revolutionary. It allows you to send out lively messages that look more like virtual art installations than marketing emails, thanks to interactive elements such as carousels and weather reports.
On the same high-tech note, Marketing Cloud integrates with Salesforce's native Artificial Intelligence (AI) tool, Einstein, whose only job is to serve customers daily personalized product suggestions based on their browsing behaviors and purchases. The result? Over 18% higher open rates than expected, according to Salesforce.
Another benefit of employing AI in your email marketing campaigns? It helps you maximize budgets by distributing fewer messages to inactive subscribers. And by eliminating a lot of the manual workload, the platform makes even the smallest team pass for an efficient army of marketers that can deliver to enterprise audiences of millions.
Another Salesforce product, Pardot is a B2B-specific solution which, unlike Marketing Cloud, doesn’t require as much marketing automation experience. Intuitive and user-friendly, Pardot bridges the gap between marketers and sales reps by generating high-quality leads.
The process is as simple as it is brilliant: Pardot is vigilantly tracking prospect activity and marketing interactions, before alerting sales reps in real-time via Salesforce CRM or the Salesforce mobile app.
What’s more, the software’s blended lead scoring and grading system automatically qualifies leads, so sales teams waste no time in engaging with those who are the most receptive to their message.
Similar to Marketing Cloud, Pardot uses tools like email A/B testing, SPAM analysis, and email editor to enhance personalization. The type of content potential buyers receive is never the same. Instead, it changes based on their prospect score, industry, job title, and more, which in return increases click-through rates.
Your B2B sales, however, are only as good as your cycle health. Reports show that up to 70% of a buyer’s decision-making process is made online, before ever interacting with a salesperson. In other words, you’re in trouble whenever your pipeline gets clogged. With Pardot’s Engagement and Lifecycle reports showing you where prospects are getting stuck in the funnel, this becomes a non-issue.
If you’re just getting your feet wet with marketing automatization, HubSpot's software is the way to go.
“Create beautiful emails without designers or IT,” says Hubspot. This straightforward promise is backed up by efficient features.
The Sales Email Templates functionality, for example, enables your team to send higher-quality emails in a fraction of the time by allowing them to jazz up dull, repetitive sales emails or take their pick from a library of built-in templates designed for every step of your customer’s journey.
Another handy component is Email Tracking. Aside from notifying your team when prospects open your emails, the tool comes with a built-in activity stream which gives you a window into prospects’ activity history. By seeing which emails, links, and documents they opened — and most importantly when — you can further refine your email content.
To keep this positive momentum going, take advantage of the Find New Prospects feature. The solution not only tracks companies visiting your site in real-time, but it also uses dozens of filtering criteria like geography, company size, number of visits, and more to find the warmest leads and signal your sales reps. At Americaneagle.com, we utilize the reporting capabilities in Hubspot to get a better grasp of individual companies and the specific content they are consuming.
Featuring sophisticated integrations, Marketo’s email marketing software solution caters to more educated users.
The software helps you create a customer nurturing program from scratch starting with scoring your customers, building your email list, segmenting your goals, and even calculating the ROI of your program via advanced metrics like an overall engagement score.
Marketo’s platform integrates a variety of third-party applications including Salesforce CRM, Slack, Redshift, and Fivetran. It can also combine data collected by Marketo and other sources, such as Facebook and Google into a single repository, giving marketers near-omniscient powers over their audience’s website and email behaviors.
The Audience HubTap takes personalization a step further, dynamically updating your segments in real-time and employing A/B testing. The system has already proven to work great for many companies, some of which saw increased leads by 25% in just a month thanks to Marketo’s automation and personalization capabilities.
And because a pesky delivery error can obliterate all your hard work, Marketo armors you with email deliverability tools like Delivery Benchmark Reports, Spam Content Check, Seed-list Inbox Monitoring, etc. As a nice added bonus, you can review and reschedule your email campaigns on the go, just by using your iOS or Android device with the Marketo Moments app.
While these four types of email marketing software hold great promise, without proper implementation and training, they can easily fall short of delivering on that promise. Our email automation specialists can help. Contact us now and receive the dedicated support needed to achieve your marketing objectives!