Email marketing is far from dead. In fact, a recent survey conducted by Ascend2 revealed that using emails is the first of the top three most effective digital marketing tactics used by more than half of companies with a rating of 61%. Also, according to Hubspot, 59% of B2B marketers consider email as the most effective channel for generating revenue.
Given this, it is important to be critical when evaluating your email marketing service provider’s performance. Not just because you’d want to get your money’s worth, but also there’s so much riding on the success of your email campaigns.
- They can manage and clean your email list.
A good email marketing service provider gives you the capability to segment and sent to your email list, especially to purchased ones. If they’re equipped to let you do this, your provider enables you to reach your target audience and present you with unlimited opportunities for converting your cold contacts to warm B2B leads. In addition, your email marketing service provider should also give you the tools for ridding your email list of bad data (e.g. inaccurate data, duplications, dead accounts and spam traps). Having them clean your data can help in getting a good sender reputation, which in turn, results to better email deliverability.
- They can protect your email data.
A good email marketing service provider ensures the privacy and security of your email data (like being CAN-SPAM and CASL–compliant). Your provider should operate on a standards-based encryption and protection protocol to keep your emails secure from threats. These safeguards are vital in carrying out your campaigns. For instance, they keep your corporate domains and IPs from being blacklisted so that email deliverability remains unhindered throughout your campaign.
- They have excellent email automation capability.
With a first-rate automation software or platform, a good email marketing service provider doesn’t just save you from the hassle of manually doing specific tasks in your email marketing workflow, but also addresses many aspects of email marketing that contributes to its success like branding consistency, customer engagement and retention, and even streamlining the sales funnel for lead nurturing.
- They can help you execute A/B testing.
A good email marketing service provider makes it easier for you to do A/B split testing. A/B testing is a smart way to assess the effectiveness of certain variables found in your email content (CTA, subject lines, images, etc.) in optimizing opens or clicks. That’s why, A/B testing is an indispensable tool to use when determining what needs to be changed in your email content.
- They have reporting tools that provide real-time data and analytics.
A good email marketing service provider has reporting tools that let you track the performance of your email campaigns. These tools extract and present real-time data and analytics such as the number of emails sent, notifications read, emails read, documents downloaded, documents viewed and email replies. These metrics help you gain insights on your customers’ preferences and ultimately, maintain the right kind of engagement with them.
- They have dedicated technical support.
A good email marketing service provider offers a hassle-free, round-the-clock technical support. You don’t want to find yourself in a situation wherein you’re facing an infuriating email issue without prompt assistance from your service provider–or worse, simply being passed around from rep to rep before reaching the actual technical resource.
Now you know the six signs to look for in a good email marketing service provider! First, they can handle and clean your email list well. Second, they secure your email data. Third, they let you access cutting-edge email automation software. Fourth, they are committed to helping you do A/B testing. Fifth, they have reporting tools for real-time data and analytics and sixth, they have an established, ever-ready technical support. Settling for anything less is like going for a mediocre-level email marketing campaign right from the outset.