One of the main challenges of an SME is to be able to do a lot with little, so choosing the right email marketing tool can bring a big impact to your marketing strategy. Email marketing is one of the most cost-effective marketing tools since it provides companies with complete control over their campaigns and enables direct contact with customers without costly costs.
Even so, it is not always easy to choose the best email marketing tool, since it depends a lot on the budget of each company and the type of campaign you want to create: newsletters, content, dedicated emails or sponsored emails, for example. Although there is more and more information online about the various solutions available, it is not always easy to see the differences between them, since while some offer several free features, others charge for the amount of additional services or contacts, which can create expectations wrong
To make the selection process simpler (and ensure that you choose the tool that best meets your company’s needs), we have created a list of the most commonly used email marketing platforms and their key advantages and disadvantages.
1. Constant Contact
Constant Contact is one of the most used email marketing tools in the world. Offers a free trial period of 60 days, discounts and special payment plans. The most affordable plan starts at $ 20 a month.
- Ease of use and management of lists of emails, contacts and templates;
- Allows you to import contacts from Gmail and Outlook;
- Gives access to tracking and reporting tools and a database of images;
- Integration with Google Analytics;
- Provides application for iOS and Android;
- It offers online support via chat, email or the community itself and provides various video content, such as seminars or webinars.
- High price;
- Limited automation flows;
- Little online storage space.
GetResponse is another popular email marketing solution. Offers a trial period of 30 days. The basic plan starts at € 12 a month.
- Ease of use, with drag & drop;
- Affordable price, even with increasing number of contacts;
- Simple and efficient tracking tool;
- Integration with Google Analytics, SalesForce, Google Docs and ZenDesk;
- Automation capacity;
- Good customer support.
- Limited and unintuitive forms creation and customization;
- Limited automation capability.
MailChimp is one of the most popular tools on the market. It has a free plan for small businesses and paid plans start at $ 10 monthly.
- Free plan for SMEs;
- Simple and intuitive template tool;
- Ease of personalizing emails and creating A / B tests;
- Integration with WordPress, Shopify, Instapage, Hubspot, Facebook, Magneto, among others;
- Comprehensive and easy-to-use tracking and analytics tool.
- Limited free plan;
- As the most used platform, email templates begin to look familiar.
ActiveCampaign combines email sending with a CRM and Sales tool. Prices are directly linked to the number of contacts and plans start at $ 9 per month for 500 contacts.
- Simple and intuitive automation creation tool;
- Integration with WordPress, Zapier, LeadPages, Quote, Salesforce and Evernote, among others;
- Possibility of sending SMS.
- Tool for creating newsletters little intuitive;
- Need to use HTML code to customize campaigns.
Advantages of using email marketing automation tools
One of the major marketing challenges of an SME is to increase the number of qualified leads (MQL) that will be sent to the sales team. This type of lead knows well what he wants (the problem for which he seeks a solution) and has already shown willingness to know his company. He has already had contact with you through a landing page or by downloading some kind of content that you have made available. This will be the main factor when classifying an MQL. But how to increase the number of MQLs per month without necessarily increasing your marketing team?
The best solution for this is to use marketing automation tools for your Email Marketing flow. Doing this your company will have 3 main gains, listed below, that will improve the performance of your team, avoiding the need for hiring for operational work.
1. Automatic migration of the leads during the day of purchase
When your marketing team starts generating a large amount of leads per month you need to be aware of which ones are actually in the moment of purchase. What we call qualified leads or hot leads.
2. Optimized leads management and better sales communication
In addition to the process of nutrition flow automation of your Leads, a very important point is to manage and send the best opportunities to your sales team.
3. Reuse of missed opportunities
A portion of the leads your salesperson approached has good potential, but may not yet be in the right moment of purchase. However, instead of letting go of it at that moment or even discarding that lead, you can use marketing automation tools for nutrition flows and continue to work on the interest of that lead. If it again reaches the end of the flow, you will have a second chance to approach it. This dynamic is interesting because it respects the time of your lead and does not stifle your sales team.
In addition to these email marketing tools, there are other more complete solutions that bring together CRM, Blog, Forms, Lead Scoring, CTAs, Landing Pages and Social Network Management all in one. Having to grow in team to keep up with the increase in operational work is not a very smart option. It is even an indicator that the company’s financial health for the medium / long term is not good. Growing up this way ends up being inefficient and way more expensive. Let web tools optimize your manual tasks and allow you to focus on generating intelligence from digital marketing. In this way you will achieve better results, without necessarily linking it to the growth of the team and, consequently, the costs.
Sarah Feldman is an experienced Digital Marketer and currently working as a Marketing Manager in Digital Express, a leading Digital Marketing Agency in Dubai.