Considerations when choosing email marketing software

Email marketing is one of the most powerful and versatile tools used in modern digital marketing strategies worldwide. Communicating with existing and potential customers on any device is the cornerstone of customer service and it is also a proven way to achieve outstanding ROI by creating welcome emails, product suggestions, special offers and abandoned cart follow-ups.

Here are some of the most important things to think about when it comes to choosing your email software. Obviously, as you explore the market, you will discover the more feature-laden options will be more expensive, but there is nothing worse than paying for features you don't need (or know how to use.)


Is it a simple, minimalist design focusing on engaging copy that will get the best results? Or are your customers expecting sleek branding and rich design features that mirror your corporate website? You can find email software that offers simple template designs that are ready to go, right up to the most state-of-the-art tools for experienced designers only. 


To get the most from your email marketing software, you will need to integrate it with the rest of your digital arsenal. This includes your website content management systems (CMS), Customer Relationship Management software (CRM) and social media channels. Make sure the software you choose is going to sync up easily with all of your other assets before you commit. 

Testing and optimisation

Your email strategies and tactics will constantly grow and evolve based on the evidence from your data analysis. When choosing your email software, think about what you will be doing from a testing perspective. Does your preferred platform allow for split testing to see what elements of the campaign work best? Can you optimise and segment based on audience behaviours? 

Email marketing will help you to boost sales, develop leads, nurture customers through the sales process and provide valuable information on what your audience responds to. Choosing the right software for your needs and budget will make sure you get the best results for your business. 

iFactory are a full-service digital agency based in Brisbane specialising in all aspects of web support and hosting, design, email marketing, digital marketing, app development and much more. Need a hand growing your business? Contact our team and get started with iFactory today.

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