Email marketing remains crucial for businesses in 2024. To create engaging campaigns that drive results, your email marketing software should offer these key features:
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Operational Email Deliverability - Tools to ensure emails reach inboxes, like email authentication, list hygiene, dedicated support, and system transparency.
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Email Journey Builder - Build automated, multi-step campaigns with dynamic content, personalization, and send time optimization.
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Personalized Emails with Dynamic Content - Increase engagement by populating emails with personalized messaging and offers based on subscriber data.
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Send Time Optimization - Leverage machine learning to determine the best time to send emails for maximum opens and engagement.
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Live Content - Keep emails fresh with dynamic content like live polls, countdown timers, and real-time pricing that updates on open.
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White-Glove Support - Access to dedicated email marketing experts, an active community, and comprehensive self-help resources.
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Community Engagement and Feedback - Connect with peers, share ideas, and provide input to shape the platform's development.
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24/7 Online Tech Support - Reliable technical support, self-help resources, and a community forum for troubleshooting.
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System Status and Transparency - Clear visibility into the platform's performance, incidents, and scheduled maintenance.
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Integration with Tech Stack - Seamless integration with CRM, e-commerce, marketing automation, and analytics tools for streamlined workflows and data-driven insights.
| Key Benefit | Description |
|---|---|
| Deliverability | Ensure emails reach inboxes |
| Personalization | Tailor content for higher engagement |
| Automation | Create multi-step, trigger-based campaigns |
| Optimization | Send emails at the ideal time for each recipient |
| Engagement | Keep content fresh and interactive |
| Support | Access expert guidance and self-help resources |
| Integration | Connect with other tools for better results |
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1. Operational Email Deliverability
Effectiveness in reaching subscriber inboxes
Email deliverability is critical to the success of your email marketing campaigns. It's the ability of your emails to reach your subscribers' inboxes, rather than being flagged as spam or getting lost. A good email marketing platform should provide features that optimize email deliverability.
Here are some key features to look for:
| Feature | Description |
|---|---|
| Email authentication protocols | Verify the legitimacy of your emails, increasing the likelihood of delivery to the inbox. Examples include SPF, DKIM, and DMARC. |
| Email list hygiene and validation tools | Identify and remove invalid, inactive, or problematic email addresses from your list, reducing the risk of bounces and spam complaints. |
Quality and responsiveness of customer support
Having access to knowledgeable and responsive customer support is crucial when it comes to email deliverability. Look for an email marketing platform that offers dedicated deliverability experts who can assist you in troubleshooting any issues that may arise.
Transparency in system performance and availability
A reputable email marketing platform should provide clear and accessible information on their system performance, including:
- Uptime
- Delivery rates
- Known issues or outages
This level of transparency allows you to make informed decisions and plan your campaigns accordingly.
Flexibility and breadth of integration options with other tools
Consider the integration capabilities of the email marketing platform. The ability to seamlessly integrate with other tools in your tech stack, such as CRM systems, e-commerce platforms, and marketing automation tools, can greatly enhance your email marketing efforts.
By looking for these features, you can ensure that your email marketing platform provides the operational email deliverability you need to succeed.
2. Email Journey Builder
Create Automated Marketing Campaigns
Email journeys allow you to create automated, multi-step campaigns that engage customers and prospects at the right time with relevant messaging. With a visual drag-and-drop interface, you can easily build email journeys tailored to specific behaviors, events, or customer data.
Key Capabilities
| Capability | Description |
|---|---|
| Trigger-based journeys | Set up journeys to trigger based on customer actions like email opens, clicks, website visits, purchases, or custom events. |
| Branching logic | Create dynamic paths within the journey based on subscriber engagement, preferences, or other criteria. |
| Multi-channel integration | Incorporate channels like email, SMS, mobile push, and ads into a unified customer experience. |
Personalize Email Experiences
Journey Builder enables you to deliver highly personalized email experiences at scale by leveraging customer data and intelligent content:
| Feature | Description |
|---|---|
| Dynamic content blocks | Automatically populate emails with personalized content based on subscriber attributes, behaviors, or preferences. |
| Predictive content | Use machine learning to predict and serve the most relevant content for each subscriber. |
| Audience segmentation | Target specific segments with tailored messaging and offers within the same journey. |
Optimize Send Times
Optimize email send times to reach subscribers when they're most likely to engage:
| Feature | Description |
|---|---|
| Send time optimization | Leverage data to determine the best time to send emails to each subscriber for maximum opens and clicks. |
| Time zone and location-based sending | Automatically adjust send times based on the subscriber's time zone or location. |
Dynamic Content
With live content capabilities, emails can dynamically update with the latest, most relevant information when the subscriber opens them:
| Feature | Description |
|---|---|
| Live polls and surveys | Embed interactive polls that update in real-time as responses come in. |
| Countdown timers | Create a sense of urgency with countdown timers that update upon email open. |
| Live pricing and inventory | Ensure emails always display accurate, up-to-date pricing and inventory levels. |
3. Personalized Emails using Dynamic Content
Improve Engagement with Personalization
Personalized emails drive higher engagement rates. By using dynamic content, you can create tailored messaging that resonates with each subscriber.
Personalization Features
| Feature | Description |
|---|---|
| Dynamic Text | Personalize email copy like subject lines, body text, and calls-to-action based on subscriber data. |
| Dynamic Images | Serve targeted images, product recommendations, and visuals matched to each recipient. |
| Content Recommendations | Use machine learning to predict and display the most relevant content for each subscriber. |
Segment Your Audience
Easily create targeted audience segments and deliver personalized messaging within the same email journey. Segment subscribers based on factors like:
- Location and demographics
- Purchase history and browsing behavior
- Email engagement and campaign interactions
- Preferences and interests
Dynamic Content Blocks
Streamline personalization at scale with dynamic content blocks. These modular sections automatically adapt the content based on defined rules and subscriber data, without needing to create multiple versions of emails.
For example, you could set up a dynamic content block to:
- Show different product recommendations for new vs. returning customers
- Display location-specific offers and promotions
- Serve up relevant case studies or resources based on the subscriber's industry
Dynamic content blocks make it easy to deliver 1-to-1 personalized messaging without the overhead of manual email creation.
4. Send Time Optimization
Optimize Send Times for Better Open Rates
Send Time Optimization is a powerful feature that analyzes subscriber behavior data to determine the best time to send emails when they are most likely to be opened. This feature uses machine learning algorithms to create personalized send time profiles for each recipient based on their historical email interactions.
Benefits of Send Time Optimization
| Benefit | Description |
|---|---|
| Higher Open Rates | Increase open rates by up to 25% compared to non-optimized sends. |
| Improved Engagement | Boost click-through rates, conversions, and overall engagement with email content. |
| Personalized Experiences | Create a more personalized email experience for subscribers. |
Automated Marketing Campaigns
Send Time Optimization seamlessly integrates with marketing automation workflows, allowing businesses to set up sophisticated, trigger-based campaigns that capitalize on perfect timing. For instance, a welcome email series can be configured to have each message deployed at the recipient's prime open time for maximum impact.
Personalization Features
In addition to optimizing send times, many email marketing platforms offer complementary personalization capabilities that further boost engagement when used alongside Send Time Optimization, such as:
- Dynamic Content Blocks: Modular sections that automatically adapt messaging, images, and offers based on subscriber attributes and behavior.
- Content Recommendations: Machine learning models analyze individual preferences to surface the most relevant content for each recipient.
- Personalized Subject Lines: Use dynamic text insertion to customize subject lines with the subscriber's name or other data for higher open rates.
By combining Send Time Optimization with these personalization tactics, marketers can create highly contextual and engaging email experiences tailored to each subscriber.
5. Live Content
Dynamic Content That Updates in Real-Time
Live content allows you to insert dynamic elements into emails that update when the recipient opens the message. This creates a highly engaging email experience by displaying the freshest, most relevant information at the moment of open.
Some common use cases for live content include:
- Countdown Timers: Create a sense of urgency by displaying a live countdown to a sale, event, or promotion expiration.
- Real-Time Inventory: Show accurate product availability counts and pricing that adjusts based on stock levels.
- Location-Based Content: Tailor offers, maps, store information, and more based on the recipient's geographic location.
Improving Email Deliverability
Live content can help improve email deliverability by reducing spam complaints. Since the content is always fresh and tailored to the moment, recipients perceive greater value and relevance. This increases engagement while decreasing the likelihood of messages being marked as junk.
Personalization Features
Live content takes personalization to the next level by going beyond static data like names and preferences. It allows for true contextual marketing by factoring in real-time variables like open time, location, and live data integrations. The result is a highly personalized email experience that resonates better with each subscriber.
Automated Marketing Campaigns
Live content seamlessly integrates into automated campaigns and journeys. Trigger-based emails can incorporate dynamic elements like live pricing, inventory updates, or location-based calls-to-action for maximum relevance and timeliness with each send.
| Live Content Benefits | Description |
|---|---|
| Improved Engagement | Increases engagement by displaying fresh, relevant information |
| Better Deliverability | Reduces spam complaints by providing value and relevance |
| Personalization | Factors in real-time variables for true contextual marketing |
| Automated Campaigns | Seamlessly integrates into trigger-based emails for maximum relevance |
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6. White-Glove Support from Marketing Experts
Quality and Responsiveness of Customer Support
When choosing an email marketing platform, the quality and responsiveness of customer support are crucial. You need a dedicated team of marketing experts who can provide guidance, best practices, and personalized assistance to help you maximize your email marketing ROI.
At Maropost, we take pride in our world-class support. Our team of email marketing specialists is available to offer white-glove service, answering any questions and providing tailored recommendations to drive better results. Whether you need strategic advice, campaign optimization, or technical troubleshooting, our experts are just a call or email away.
Availability of a Marketer Community and Feedback Mechanisms
In addition to direct support, look for an email service provider that fosters an active community of marketers. This allows you to connect with peers, share ideas, and gain insights from others facing similar challenges. Maropost's online community is a vibrant hub where customers can engage, collaborate, and provide feedback to shape the future of our platform.
Accessibility of Technical Support and Self-Help Resources
Robust technical support and self-help resources are also essential. A comprehensive knowledge base, video tutorials, and documentation can empower you to troubleshoot issues and optimize your campaigns independently. At the same time, having a reliable technical support team available 24/7 ensures any complex challenges are promptly addressed.
Key Support Features
| Feature | Description |
|---|---|
| Dedicated Support Team | Expert guidance and personalized assistance |
| Marketer Community | Connect with peers, share ideas, and gain insights |
| Technical Support | 24/7 assistance for complex challenges |
| Self-Help Resources | Comprehensive knowledge base, video tutorials, and documentation |
By prioritizing white-glove support from marketing experts, you'll have the guidance and resources needed to navigate the ever-evolving email marketing landscape successfully. With personalized assistance and a supportive community, you can drive better engagement, deliverability, and ROI for your business.
7. Community Engagement and Feedback
Join a Community of Marketers
A good email marketing platform should provide a space for marketers to connect, share ideas, and learn from each other. Look for a solution that offers a community or forum where you can engage with peers, discuss best practices, and provide feedback to shape the platform's development.
At Maropost, we believe in the power of community engagement. Our online community is a vibrant hub where customers can interact, exchange ideas, and offer suggestions for improving our email marketing capabilities. We listen to this feedback and use it to drive product enhancements and new feature development.
Get Support from Email Marketing Experts
In addition to a community, seek an email service provider that offers high-quality, responsive customer support. A dedicated team of email marketing experts should be available to provide guidance, best practices, and personalized assistance to help you maximize your ROI.
Maropost's support team is committed to delivering excellent service. Our email marketing specialists are just a call or email away, ready to answer your questions, offer strategic advice, and provide tailored recommendations to drive better results.
Access Technical Support and Self-Help Resources
Comprehensive technical support and self-help resources are also essential for effective community engagement and feedback. A robust knowledge base, video tutorials, and documentation can empower you to troubleshoot issues and optimize your campaigns independently. At the same time, having a reliable technical support team available 24/7 ensures any complex challenges are promptly addressed.
| Support Features | Description |
|---|---|
| Dedicated Support Team | Expert guidance and personalized assistance |
| Marketer Community | Connect with peers, share ideas, and gain insights |
| Technical Support | 24/7 assistance for complex challenges |
| Self-Help Resources | Comprehensive knowledge base, video tutorials, and documentation |
By prioritizing community engagement and feedback, you'll have access to a wealth of knowledge, insights, and support from both peers and experts. This collaborative approach can help you stay ahead of the curve, continuously improve your email marketing strategies, and drive better engagement, deliverability, and ROI for your business.
8. 24/7 Online Tech Support
Reliable Support for Smooth Operations
Email marketers need reliable 24/7 online technical support to ensure their campaigns run smoothly without disruptions. If issues arise, a responsive support team can quickly resolve them, minimizing downtime and lost opportunities.
Access to Self-Help Resources
In addition to human support, look for email marketing platforms that provide comprehensive self-help resources, such as:
| Resource | Description |
|---|---|
| Knowledge Base | A library of articles and guides to troubleshoot common issues |
| Video Tutorials | Step-by-step video guides to help you optimize your campaigns |
| Documentation | Detailed documentation to help you understand the platform's features |
These resources empower you to troubleshoot minor issues independently and optimize your campaigns more effectively.
Community Feedback and Support
A dedicated community forum or feedback channel can be invaluable for email marketers. It allows you to:
- Connect with peers and share best practices
- Provide input to shape the platform's future development
Look for providers that foster an active community of marketers and demonstrate a commitment to incorporating user feedback into their product roadmap.
9. System Status and Transparency
Clear Visibility into System Performance
A reliable email marketing platform should provide transparency into its system status and performance. This allows you to monitor the platform's health and make informed decisions.
Key Transparency Features:
| Feature | Description |
|---|---|
| System Status Page | A dedicated page displaying the current operational status, recent incidents, and scheduled maintenance windows. |
| Status Notifications | Opt-in to receive email or push notifications about system events that may impact your campaigns. |
| Incident Reports | Detailed reports on past incidents, including root causes, impact assessments, and resolution steps taken. |
By having visibility into the platform's health and performance, you can proactively manage your campaigns and minimize potential disruptions.
10. Integration with Tech Stack
Connect with Other Tools for Better Results
Integrating your email marketing platform with other tools in your tech stack is crucial for streamlining workflows, leveraging data insights, and delivering personalized experiences across channels. Look for platforms that offer a wide range of pre-built integrations and APIs to connect with your CRM, e-commerce, marketing automation, and analytics tools.
Automated Marketing Campaigns Made Easy
Seamless integration with your CRM and marketing automation platforms enables you to create highly targeted and automated email campaigns based on customer data and behaviors. This allows you to nurture leads, re-engage inactive subscribers, and deliver personalized content at the right time in the customer journey.
Personalization Features to Boost Engagement
Integrating your email marketing platform with your CRM and other data sources unlocks powerful personalization capabilities. You can use dynamic content blocks, personalized product recommendations, and tailored messaging based on subscriber preferences and behaviors to significantly boost engagement and conversions.
Optimize Send Times for Better Open Rates
By integrating with your CRM and marketing automation tools, you can leverage data on subscriber behaviors and time zones to optimize send times for each individual recipient. This ensures your emails land in their inboxes at the most opportune times, increasing open rates and engagement.
| Integration Benefits | Description |
|---|---|
| Streamlined Workflows | Connect with other tools to automate tasks and reduce manual effort |
| Data-Driven Insights | Leverage data from multiple sources to create targeted campaigns |
| Personalized Experiences | Deliver tailored content and offers based on subscriber behaviors and preferences |
| Optimized Send Times | Increase open rates and engagement by sending emails at the right time |
Conclusion
Email marketing remains a crucial part of any digital marketing strategy in 2024. To get the most out of email marketing, businesses need to use software that offers a range of essential features.
Key Features to Look For
Here are some must-have features for email marketing software in 2024:
| Feature | Description |
|---|---|
| Operational Email Deliverability | Ensure emails reach inboxes with tools like IP warming and inbox placement monitoring. |
| Email Journey Builder | Create personalized, multi-step email campaigns with a visual journey builder. |
| Personalized Emails with Dynamic Content | Increase engagement with dynamic content blocks that populate with personalized messaging and offers. |
| Send Time Optimization | Maximize open rates by sending emails at the optimal time for each recipient. |
| Live Content | Keep emails fresh with live content like social media feeds, weather updates, or real-time inventory levels. |
By using email marketing software with these features, businesses can create engaging, personalized email campaigns that drive conversions and build strong customer relationships.
Remember, investing in the right software is crucial for staying ahead of the curve and delivering exceptional experiences to your subscribers.
