Following are some of the main features that email marketing software should include.
Email message automation is among the most advanced features that Email Marketing Software can offer. Typically, this feature enables the
retailers to send emails in response to a specific activity or to send email messages in a series based on a set of rules.
Almost all Email Marketing Software will allow retailers to send email messages in plain text format. But the best ESPs are now allowing HTML and CSS to create responsive email templates that fit the recipient’s device.
Effectively, this is mobile optimization for email. In many cases, using responsive design with email templates will demand at least a basic understanding of HTML and CSS, but the key is that the Email Marketing Software gives users enough latitude and design to make the design work responsive.
Advanced List Maintenance
Adding and removing email subscribers is a key feature that every Email Marketing Software has to offer. Don’t just settle for this. Expect your Email Marketing Software to automatically remove hard bounces—i.e. invalid email addresses—and soft bounces after several failures.
Opt-outs and subscription changes should also be streamlined. And look for the ability to set up list management rules to help keep everything clean and up to date.
CAN-SPAM Compliance Built-in
The Federal Trade Commission has the right to enforce this standard. The Act includes requirements for how subscriptions are managed and includes content and requirements for sending behaviours and guidelines. Look for an Email Marketing Software that takes the lead in assuring that messages sent in the U.S. comply with the requirements of the Act.
Email marketing can work best if it is closely integrated with other systems or services. Email Marketing Software should offer simple or easy to use APIs or platform extensions that allow email functionalities to be added at least to the e-commerce platform. But there may be possibilities to integrate email functionalities and workflows with mobile apps, social apps, or loyalty programs to name a few possibilities.
A few examples of beneficial Email Marketing Software integrations could include a Google Analytics connector to track email clicks and conversions; an integration with Strikeiron’s cloud-based email verification; or a 4-Tell product recommendation tool to send personalized messages.
Dedicated IP Address
In email marketing, a specialized Internet Protocol address is one that only your business uses to send messages. Having your own IP address can improve delivery. This feature is actually intended for companies that send a significant number of messages.
Look for this capability when considering Email Marketing Software, even if your business isn’t ready for this at first. As the business expands, a dedicated IP address can improve the delivery capability.
Email marketing simply will not work if messages don’t get through, and while email marketers may not have had a great deal of experience with deliverability, Email Marketing Software should.
Look for Software that is willing to share that information in the form of content that shows some of the basic best practices for delivering emails, tools that look for deliverability issues in a particular message or campaign, and data that offers guidance on deliverability. At the end of the day, the marketer should be looking for an email partner.