What you want in email marketing software

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B2B marketers often find that email marketing is one of the most effective ways of reaching their target audience. In fact, the 2014 B2B Demand Generation Benchmark Report by Software Advice says that 97 per cent of all B2B marketers use an email marketing program.

In a crowded field of email marketing programs, which ones stand out? For starters, according to a survey of the best email marketing programs in 2014 by Top Ten Reviews, the top three programs are iContact, Benchmark Email, and Pinpoint.

But what are features you should for in an email marketing system?

Contact Management – Email marketing programs make it possible to email millions of people at a time. To load all those contacts into your mailing list, the program should be able to import contacts from an xls file, or another marketing program.

Easy Email Creation – Whether you want to use HTML or plain text, your email marketing software should provide both options in a streamlined process. Videos, links, and photos should be added with relative ease.

Report Features – To determine on the efficacy of your email campaign you need accurate metrics. The program should track how many people open your emails, how many bounce back, how many people unsubscribe. Marketers will want this data compilation sorted into simple charts and graphs.

Multiple Language Support – Maybe some of your customers don’t speak English as a first language. Successul email marketing programs will offer support for multiple languages so your messages are in the words that they prefer to read.

Spam Compliance – A company can get into a lot of trouble if it does not comply with anti-spam legislation. The best email marketing programs are up-to-date with current laws, and ensure that your company abides by them.

Flickr photo via Mickey !

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