Tools Of the Trade: Secrets of Great Email Marketing

drip-email-marketingBy Polina Polishchuk, Editor,

If you want to employ and effective email marketing strategy, the email marketing client you use should cater specifically to your business. While anyone can simply send an email to a list of subscribers, it is important to take advantage of the special tools that the top email marketing services have to offer. In addition to basic email creation and analytical functions, there are a handful of distinguished features that can help you create successful email marketing campaigns:

Specific design tools

You don't need to be a graphic designer to create emails that are both beautiful and interactive. If you can't afford to hire a designer, choose a service that offers a wide selection of templates and extensive customization tools. Benchmark Email has hundreds of unique templates to choose from, and if you need an extra hand you can pay $299 for them to create a custom template for your business. While Constant Contact doesn't have as large of a selection of templates as Benchmark, they have a stellar template editing toolbar that allows a bit more design freedom.

On the other hand, if you have a designer and HTML expert on hand, there are services that boast easy-to-use coding platforms. Campaigner and iContact are both great options for users looking to build their own template. Both services allow you to toggle between the HTML screen and the design screen, and include a toolbar you can use to edit the design, instantly translating the changes into HTML.

Email consistency and spam checking tools

Different email browsers can display your emails differently, so you should always make sure your emails are consistent, whether they are going to a Yahoo address or a Gmail address. You could do this manually by creating a fake email account in each email browser and sending a test email to yourself to make sure they are consistent. Or, an easier option would be to use GetResponse's Inbox Preview function, which allows you to see how your email will look in every email client and on mobile devices.

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