Customers always come first – and they’re always right. It doesn’t matter which of the two you believe because they are the standards when it comes to business ethics.
In email marketing, following these standards doesn’t only mean being honest with your customers. Using tools to tend to their concerns or deliver relevant content are also part of your responsibility.
By using the right email marketing tools for good customer management, you’re able to promote customer loyalty, invite more prospects, and grow your business. All of these create success as an email marketer. Keep on reading to find out how the best marketing tool meets your needs.
1. The ability to manage your email campaigns in one interface
Throughout your journey as an email marketer, you will send a lot of campaigns to your customers. It’s easy to be confused while monitoring all of the individual engagements your campaigns receive. This is because some marketing tools require you to open various tabs for campaign management.
The right marketing tool should have a simple user interface where switching from one campaign manager to another is easy. That way, you’re able to address all of your customers’ concerns without taking too much time.
2. Segment your list for more relevant customer emails
Customers, although individually unique, can be categorized based on their demographics, location, and interests. To keep your customers happy and interested, you need to choose a marketing tool with a list segmentation function so that you can categorize users and send them highly personalized campaigns that best match the different segments they belong to.
3. Ensure deliverability
Once users take an interest in your services and subscribe to your mailing list, they’re going to come back for more. It becomes your responsibility to make all of your campaigns land in their inboxes so that they stay updated on what’s new. The function that an email marketing tool needs for this is the spam-checker.
This is a function that analyzes the content of your campaigns and would notify you that your created campaign has a high chance of getting rejected, bounced, ignored, blocked, or sent to the spam box. It’s also important that you should build a sender’s reputation through IP warming first. The higher your reputation is, the better your deliverability rates will be.
4. Customer relationship management (CRM) email integration
Keeping a record of your customers and their data through a CRM is essential in email marketing. This is one factor that increases the accuracy and relevance of the campaigns you compose. The problem is, you also need an email client to send relevant campaigns.
The data that is stored in the CRM is needed by the email client so that it will know which campaigns are to be sent and the users to which the campaigns are sent. Without CRM email integration, you’ll have to do the sending manually which would result in a lot of your customers receiving your campaigns late.
The CRM that has an integration function will automatically be read by your chosen email client and the client will automatically send your campaigns to your target recipients.
5. Send interactive email content to your customers
Email marketing has significantly evolved throughout the years. Before, campaigns were just formal letters in digital form. Now, email contents are more creative with photos, videos, and even links to social media accounts or a business domain.
But crafting such a campaign is hard to do, especially if a marketing tool doesn’t have a template creator or editor. The marketing tool of your choice should allow you to create campaigns based on your design – particularly an interactive one.
To check this, ask the representative or customer support of your marketing tool if there is a function that allows campaign template creation. Better yet, ask if there are premade interactive templates available.
6. Automate the personalization of campaign content
Plenty of customers prefer to be addressed personally in the greetings of your campaigns. This is because they feel more like a business partner rather than a cash cow. However, writing all of your customers’ names in all of your campaigns will take forever to be done.
Your email marketing tool for campaign composition should be able to read the customer names in your CRM. Then, it should automatically input the names in the greetings before sending the campaigns are sent by the email client.
7. A 24/7 tech support to assist you
There are times when you’ll encounter difficulties when using your email marketing tools. They may be because of errors, regular patches, or features that you aren’t familiar with. That’s why you should choose a tool that has 24/7 tech support.
The tech support will guide you on how to operate your tool properly so that you can keep on making your customers happy by serving them well.
Final Words
Most email marketing tools nowadays already have the features that can help you deliver excellent customer service for business growth. But there are also a lot of tools that lack an integration feature.
Out of all the things you should look for when choosing your marketing tools, integration should always be at the top of your checklist. This is because integration eliminates the need for email marketers like you to do a lot of manual processes.
About the Author
Efrat Vulfsons is the Co-Founder of PR Soprano and a data-driven marketing enthusiast, parallel to her soprano opera singing career. Efrat holds a B.F.A from the Jerusalem Music Academy in Opera Performance.
