August 5, 2020

4 Things to Consider When Picking an Email Marketing Service

Special to California Business Journal.

On the surface, all email marketing platforms may seem the same. However, they all have fundamental differences that could make a significant difference to your budget, efficiency, and ability to get your messages across. This is why it’s essential that you do your research on different solutions and on email marketing platforms in general before you make a choice. Making the wrong choice could end up limiting you in the future and could make scaling up much more difficult. This is not even mentioning the hidden costs that you might have to deal with. Here are some of the features you should be looking for when picking an email marketing service.

How Much Service Do You Need?

If you’re new to email marketing, getting adapted might be a challenge, especially if you don’t see yourself as a tech savvy person. If that is the case, then support should be a priority. Having someone in your corner to show you the ropes and help you implement strategies will go a long way in making sure that you market in an efficient way, and that you understand the platform’s features. If you’re a beginner, make sure that the service you pick has a good reputation for customer service, and make sure that they have internal resources like an extensive support database and instructional videos.

What’s Your Budget and How Extensive of a Tool Do You Need?

Another thing you have to consider is how extensive of a tool you need and how much you want to spend. In many cases, when people are looking for a tool, most will recommend these top two choices, but, as this article explains, while Mailerlite and MailChimp might be similar in many ways, one could be better for you depending on your operation. MailerLite is a more lightweight option and is therefore much less expensive. However, MailChimp is a much more complete solution and has a CRM component, advanced automation features, and is more scalable. So, it all depends on how many subscribers you expect to get in the near feature, and what you intend to do with the tool.

What About the Templates?

Another thing you should pay attention to is how big their template library is. This is also something you should pay special attention to if you’re still new to email marketing. Having an extensive library with an easy to use drag and drop editor will allow you to create professional emails even if you don’t know HTML. You also have to make sure that these templates are mobile friendly.

Make Sure they Follow Spam Compliance Rules

You also have to make sure that the tool you use obeys spam compliance rules and has a multi level subscription confirmation system. Another thing you should be considering is whether the sender in question has a good reputation and offers dedicated IPs. This is because one of the main reasons why emails go into the spam box is because the IP of the sender has been flagged. Good services make sure to abide by best practices, and will increase the chances of your messages actually getting to subscribers’ inboxes.


These are just some of the features you should be looking for when picking an online marketing service. Make sure that you do your research, and don’t be afraid to ask around before you pick a solution so you can get a second opinion.

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