A closer look at email marketing

Over the past several months, I have been researching an upgrade to our email marketing platform, which we currently use to share legal PR information with our clients and prospects. In search of a provider that would deliver a text-only version of my email template, I stumbled upon several nifty features that are now widely available on many platforms. Here are some highlights that you can check out to enhance your own email marketing efforts.

Mobile tools: Many companies provide a mobile version or app that allows users to log in and manage their subscriber lists, and track their email campaigns.

A/B testing: Senders can experiment with two different subject lines or two different delivery times, and measure corresponding success rates.

Browser rendering: Integration with programs such as Return Path lets senders preview their email across multiple browsers, email systems and mobile devices.

Personalization: Systems now let you customize more than just individual names in an email. You can also link subscribers with real-time data, including website behavior and other touch points.

Delivery speed: Millions of emails can be sent every 15 minutes, allowing senders to pinpoint exactly when they want their emails to land in their recipients’ inboxes.

CRM integration: Email marketing campaigns can merge seamlessly with your customer and prospect data, which can be stored in your CRM system so your information is always current.

Metrics: Now we can track more than just open and unsubscribe rates. In-depth reporting and Google Analytics integrations provide a deeper and more comprehensive look at client behavior and characteristics.

How are you taking advantage of all that digital marketing has to offer? Let me know if you have any cool email marketing features to add to my list.