Every Email marketing platform has multiple features to entice you, but before you go for the ‘all singing, all dancing’ one as yourself what functionality you actually NEED. However, also think forward if you can. The functions you need today could change in a year or so…maybe it is a worthwhile investment to purchase the ‘all singing and dancing’ one? Only you can answer that question.
Here are some examples of what you should look out for.
Dependability
Before making any decisions make sure that you carry out the necessary research into any prospective platform. Look for examples of downtime as this is an important factor (if the platform is down, you can’t use it! Is the provider reliable? Do they have a support line for problems?
A good way to test the professionalism of the service is to call them and judge their customer care abilities. Remember, you are only going to call if there is a problem and, if there is a problem you are going to be stressed – if the customer care is not up to scratch it’s better to find out now.
Another big selling point would be to find a platform that has training resources available. If they want your business, maybe you can get this for free? It’s worth a try. Sometimes, training can save so much time that it is worth the extra cost (if you can’t get it free) and ultimately will save you money.
Integration
This platform will not be being used standalone. It will form part of your existing tools. Will it integrate well. There are so many times that people sign up for a service only to find that it doesn’t work with their existing technology and, thus, costs them so much more as they then have to upgrade or switch to different tools.
In these times, the most important integration will be with your CRM for a large company, and with Social Media platforms for smaller organisations.
Drag and Drop Design Editing
This feature can be paramount if you are new to email marketing platforms. By being able to drag and drop design features on a particular campaign it gives you more control.
Oftentimes, there is an individual in your organisation who will look after your marketing. If they are not around, you must wait to make little tweaks. However, this is not necessarily the case if you have such an easy way to update…it could be you are having a final look at the email going out to all your clients and you spot something you don’t like, click and drag is something we all know how to do.
Templates
Again, if you are a new user, these are invaluable. You can still tweak them if you know how (see above), but they give you a starting point to build on.
Different platforms will have different templates associated, so have a look at them and see which ones fit your vision or brand the best.
Feedback Data
To ensure that your tools are bringing in more business, you are going to need to analyse the figures. Look for a platform with tools that can do this for you, in an easy-to-understand method. Also, make sure that you will be able to export these figures into Excel (or another software) in a way that it will be received easily (we’ve all exported to Excel in the past and been left with hieroglyphics we didn’t understand!)
Automation
In particular, this is a must for online only facilities. Have you ever left your basket in an online shop? Have you ever then received an email from said shop asking if you wanted to checkout? This isn’t a pixie looking in all the baskets and then typing up an email to you…this is automation. The shop has a platform that allows them to make the rule that if someone leaves the page with something in their basket, send them an email, and repeat this for all the time the basket isn’t empty.
In larger organisations this feature is incredibly good for workflow too. It means that people who need to see specific emails at specific times get them!
Summary
Not all email marketing platforms are the same. Some offer enhanced features which, if you don’t know how to use them, are a waste of money…but if you do, could be invaluable.
Research. Don’t get bogged down with the science of one feature as it often blinds you to the other features available elsewhere. Organise some overview sessions (as many as you possibly can – usually online). Once you know what CAN be achieved is when you have the meeting.
Budget can also play a huge part in what platform you choose. However, it is a false economy to go for the cheaper version that doesn’t do everything you need it to.
The key to choosing the right one for you is to collaborate with others who may be using it eventually and make a list of all of functionality you need…not what you would LIKE, what you need.
Write a list of the required features and a list of the ‘would be nice to have’ features. Think of scenarios where you would use the features in the second list and, based on your findings remove them from the list or escalate them to the first list.
Take your time. Do not get rail-roaded and rushed into committing until you are ready.
