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Advantages of Using Email Marketing Software
There are several advantages of using email marketing software. We’re breaking down the top advantages here but please know that this isn’t a definitive list. There are far more reasons to use a good email marketing platform. We’re just giving you the highlights. Why does it matter?
Because email marketing works.
Email marketing is 40x more effective at acquiring new customers than Facebook and Twitter combined. (McKinsey) Clearly, email marketing is not the place to skimp or “make do.”
Sending Emails Without Email Marketing Software is Risky
As a small business owner, you may already be utilizing email marketing or considering it. If you’re sending emails to your clients or customers at all, you’re using email marketing. Unfortunately, many small business owners aren’t aware of the rules of engagement, and that can be an expensive mistake. The FTC’s CAN-SPAM Act governs business emails.
7 requirements of the CAN-SPAM Act:
- Don’t use false or misleading header information.
- Don’t use deceptive subject lines.
- Identify the message as an ad.
- Tell recipients where you’re located.
- Tell recipients how to opt-out of receiving future emails from you.
- Honor opt-out requests promptly.
- Monitor what others are doing on your behalf.
Every month, I receive a handful of emails from small businesses that don’t include an unsubscribe button or their location. That’s number 4 & 5 in the list above, obviously a violation of the CAN-SPAM Act. No biggie, right? Wrong. There are hefty penalties for violations, unless $16,000 PER EMAIL is no biggie. Yikes!
No one wants to get popped for a fine that size, especially when it’s so easy to do email the right way. The best way to send emails to your customers or clients is through an email management system that ensures you’re adhering to the law. It could save you more than a headache!
Top Advantages of Using Email Marketing Software
In addition to federal email laws, there are many reasons to use an email marketing software.
Email Segmentation & Tagging
If you’re sending the same emails to all of your customers and potential customers, you haven’t really tapped into the power of email marketing yet. Email is most effective by sending the right messages to the right people. That requires breaking your master list down into smaller groups of segmented contacts. That can be by location, their status, like if they’re a customer or a prospect, what product or service they’ve purchased, or anything that’s relevant for your unique business.
Email automations are the best thing since white bread! When someone subscribes to your list, there can be an automation that sends them a welcome email series. The entire sequence of approximately 5 emails is automated so new subscribers are hearing from you without the need for you to lift a finger. Automations can be valuable for purchases, onboarding, when subscribers take specific actions, and much more. Automations don’t just provide a better experience for your subscribers, they take some of the work off your plate. That is definitely a win-win!
If you’re not tracking email activities, how do you know what’s working? That’s a big rookie mistake. Email tracking gives you valuable information to nurture people from subscribers to buyers. Being able to see subscriber’s activity like if they’re opening your emails, clicking specific links, going to your website, reading blog posts – that’s how you recognize hot leads. On the other hand, if someone isn’t opening your emails, isn’t engaging, and isn’t visiting your website, why would you want to continue to email them? They aren’t a good lead. They’re simply a distraction if you don’t have tracking data. Or worse yet, they’re taking up your time if you’re treating them like a lead when they’re’ not.
Our Email Marketing Recommendation
For email marketing, we recommend ActiveCampaign. If you receive Type B Studio emails, you’re receiving ActiveCampaign email. Take another look at the bottom of the email and you can see all of the required information is there. So our emails check each of the 7 CAN-SPAM laws.
ActiveCampaign is an ideal option for businesses that want more control with automation without a big expense. While some email marketing platforms will charge you for the same contact multiple times if someone is on multiple lists, ActiveCampaign charges for the actual number of contacts. We like that!
The ability to create simple or advanced automations is included with every subscription level. Again, no extra charges – Score!
ActiveCampaign’s support and education are outstanding. They offer an extensive content gallery full of tutorial articles and videos. Plus in-person or virtual workshops that take a deep dive into the ActiveCampaign software as well as general email marketing best practices.
Check out ActiveCampaign with a free trial to see the massive power it will give your email marketing efforts.
If you’re still emailing a list of people without using email marketing software, you’re doing your business a disservice. Find an email marketing platform you feel comfortable with or find a professional to help you transition to a reputable email marketing platform. This is something we do for our website management clients but there are a lot of professionals who can help you with this. Your business and your customers deserve it!