Email marketing: The keys to choosing the best tools

[mouakter12]

Email Marketing platforms are called Email Service Providers (ESP) and they are our digital mailmen. The first thing we need to be clear about is what characteristics are essential for these applications to meet all our needs. Deliverability is the most important. Deliverability? Don't look it up in the dictionary, because it's not there. But it's a word we'll have to become familiar with if we want the best results. Email providers (like Yahoo, Gmail or Outlook) are responsible for filtering and marking as spam all those emails that seem of little interest to their customers - such as mass and commercial emails. The ability of an email to reach its recipient is its deliverability. Is the ESP we use capable of cleverly bypassing all the email providers' filters so that our Newsletter arrives? Yes! Well, it has good taiwan telephone number deliverability and that's what we're looking for!




Once our electronic mail carrier has delivered the email to its recipient, we are also interested in knowing what our client has done with the information, that is, to trace (track) the results of their behavior. Tracking is the second characteristic that we should look for in an ESP. This characteristic is a marvel of the digital age that allows us to know if they have read it but also where they have clicked or what part of the information has interested them the most. The more it lets us know about the behavior of our recipients, the better we can adapt to them.

Finally, we must evaluate the tool's ability to manage our database . Does the platform we have chosen allow us to manage users? It is just as important that it allows us to manage the additions and deletions to our subscriber list as it is that it allows us to easily segment using the criteria that are most interesting to us. Good data management will allow us to choose our recipients using sociodemographic information (sex, age, province, etc.) or by how they behave with our mailings (do they open them? Where do they click?...). Correct segmentation allows us to offer our subscribers the most interesting information without bothering them.

It may seem like a lot to ask, but luckily there are many ESPs capable of all this. Here are some tools suitable for beginners.