Email marketing is without a doubt one of the most effective ways to engage customers and drive traffic to your website, and it continues to be the leading marketing channel with a better ROI than any other type of marketing.
The fact is, just about everyone you are trying to reach uses email, as it is a fast and reliable form of communication that is preferred by the majority of consumers today. Simply put, if you are not in your customers inbox, your competition is.
When evaluating which email provider you want to go with, it is important to select a service provider that can meet your needs to ensure that you maximize the value you have invested in your domain.
Small business email marketing solutions
The small business email marketing solutions are a great fit for solopreneurs and a few person organizations that do not require a lot of features from their email service provider. It is a perfect way to send out simple emails, and the companies that typically use these email solutions do not have much need for personal service or additional consultancy. Most times, a how-to video is more than adequate.
There is typically not a huge need for personal service or additional consultancy from their ESP
While some of the email tools available to small businesses are strictly for sending out small amounts of email, other small business solutions are capable of sending out mass emails. So how do you spot a small business email marketing solution?
A small market email marketing solution has one or more of the following characteristics:
- Usually put pricing on their website, offer a “freemium” email marketing plan, or a free trial
- Most user support is self-service or limited
- One size fits all
- Tracking and reporting is usually very basic
- Very limited functions, at most an auto responder
- Openly offers affiliate programs as their sales tactic
Medium-sized business email marketing solutions
The medium-sized business email marketing solution is oftentimes the most confining part of the market. Email service providers are feature-rich in some points, but might lack in others, so hen evaluating which email provider you want to go with, it is important to select a service provider that meets your requirements and expectations. Things can therefore get a bit more serious in the mid-market
It is important to select an ESP that meets your requirements and expectations.
If your business is a bit more ambitious, some of these solutions might be a good fit, especially if you have a need for a more extensive email marketing solution. Some ESPs offer full service email marketing. Others will not, but will help you get set-up. So how do you spot a mid-market email marketing solution?
A mid-market email marketing solution often has one or more of the following characteristics:
- They ensure high deliverability
- Allows for great target messaging
- Sophisticated tracking and analyzed campaign results in real time
Enterprise market email marketing solutions
The enterprise market is where companies gravitate to when they need a sophisticated or high level solution. Data, integration, deliverability and automation are key when things get serious.
If a businesses is looking to scale in size or depth, an enterprise market email solution is an excellent fit, since they will get a sparring partner of the same level. Enterprise market ESPs will always have the basic functions covered and will often have a couple of different strong points that differentiate them from the competition. So how do you spot an enterprise market email marketing solution?
An enterprise email marketing solution often has some of the following characteristics:
- Often boasts one or two strong points
- Has an international presence
- Often has a high profile CEO with consultants on board
- Has a world-class support/customer success team
- Will be able to complete the most complex data, automation and integration projects
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