为您的业务选择合适的电子邮件服务提供商的5条提示

更新:14年2020月XNUMX日/文章作者:WHSR来宾

在过去的几年中,绝大多数企业都依靠电子邮件营销来 发展您的业务 并增加他们的收入。

电子邮件营销的投资回报率为 4,400%。 For every dollar businesses spend on email marketing, they see $44 in return.企业在电子邮件营销上每花费XNUMX美元,他们就会获得XNUMX美元的回报。 Data also indicates that email is the biggest source of conversions with a conversion rate of数据还表明,电子邮件是最大的转化来源,转化率是 4.38%.

相比之下,企业平均 每2美元收入1美元 they spend on paid advertising.他们花在付费广告上。 Meanwhile, social media ROI can be extremely difficult to measure.同时,社交媒体的投资回报率可能非常难以衡量。 In fact,事实上, 52% 的营销人员承认,他们在社交媒体上查看收入时会遇到挑战。

The numbers don't lie.数字不会说谎。 Email marketing is a reliable and proven driver of revenue for brands of any size, from small family businesses or global eCommerce stores.电子邮件营销是小型家族企业或全球电子商务商店中各种规模品牌的可靠且行之有效的收入来源。

尽管电子邮件营销的有效性确实取决于多种因素,但最重要的选择之一就是选择合适的电子邮件服务提供商(ESP),这通常说起来容易做起来难。

Do a Google search for the term “email marketing” and you'll see countless email marketing tools that you can use—each with their own features, target users, and price points.在Google上搜索“电子邮件营销”一词,您会看到可以使用的无数电子邮件营销工具,每种工具都有自己的功能,目标用户和价格点。 This can make choosing the best ESP for your business a very difficult decision.这会使为您的业务选择最佳的ESP变得非常困难。

在这篇文章中,我们将引导您完成选择合适的电子邮件服务提供商所需的所有步骤,无论您是第一次尝试电子邮件营销还是在寻找 您当前的电子邮件服务提供商的更好替代品.

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选择合适的电子邮件服务提供商的提示

1.概述您的策略

The first step in choosing the right ESP is figuring out how it will fit into your overall email marketing strategy.选择正确的ESP的第一步是弄清楚它如何适合您的整体电子邮件营销策略。 You can outline your strategy by asking yourself questions that include (but are not limited to):您可以通过问自己一些问题来概述策略,这些问题包括(但不限于):

  • 我想通过电子邮件营销实现什么目标?
  • 我如何使用我选择的ESP来实现这些目标?
  • Will I be sending newsletters?我会发送新闻通讯吗? Promotional emails?促销电子邮件? Event invitations?活动邀请?
  • Do I want to create emails using mobile-optimized customizable templates?是否要使用针对移动设备优化的可定制模板来创建电子邮件? Or do I want to还是我想 从头开始创建电子邮件 自己编码吗?
  • 哪些电子邮件指标对我而言至关重要?
  • What types of functionalities will make it easier for me to achieve my goal?哪些类型的功能将使我更容易实现自己的目标? Is it automation?是自动化吗? Segmentation?分割? Or some other functionality?还是其他一些功能?

有很多 电子邮件营销工具 available to you.可供您使用。 Each of these tools has its own unique features, pricing plans, integrations, and target users.这些工具中的每一个都有其独特的功能,定价计划,集成和目标用户。 Asking yourself questions like those listed above will enable you to narrow down your list of options and make it much easier for you to decide.像上面列出的问题问自己,将使您缩小选择范围,使您更轻松地做出决定。

2.考虑您需要哪些功能

This is an essential aspect of choosing an ESP.这是选择ESP的重要方面。 Businesses will prioritize different features depending on their objectives, but these are the features that email marketers use most often.企业将根据其目标确定不同功能的优先级,但这是电子邮件营销人员最常使用的功能。

模板

This is a key feature for many email marketers.这是许多电子邮件营销人员的主要功能。 Templates help email marketers create professional-quality emails in minutes.模板可帮助电子邮件营销人员在几分钟内创建专业质量的电子邮件。 If being able to create emails quickly is a priority, then you should look for an ESP that has a wide range of designs that can be customized to suit your email requirements, whether it's a newsletter, a welcome email, or a transactional email.如果能够快速创建电子邮件是当务之急,那么您应该寻找一种ESP,它具有广泛的设计,可以根据您的电子邮件需求进行定制,无论是时事通讯,欢迎电子邮件还是交易电子邮件。

移动优化

今天,关于 53% 在移动设备上打开的所有电子邮件中。 因此,对于电子邮件营销人员来说,发送在台式机和移动设备上都能完美显示的电子邮件非常重要。 立即将ESP与可响应移动的模板一起使用,可以防止您疏远很大一部分受众并错过宝贵的转化机会。

解析学

The only way to accurately measure your email marketing performance is through analytics.准确衡量您的电子邮件营销绩效的唯一方法是通过分析。 Look for an ESP that has an analytics dashboard that displays all the email marketing metrics you need to monitor such as email opens, clicks, unsubscribers, engagement, and of course ROI.寻找具有分析仪表板的ESP,该仪表板显示您需要监视的所有电子邮件营销指标,例如电子邮件打开,点击,退订,参与度,当然还有ROI。 This way, you can track your overall performance as well as the performance of specific campaigns.这样,您可以跟踪整体效果以及特定广告系列的效果。

来源: 活动监视器

自动化

Like any digital marketer, you probably have a lot on your plate.像任何数字营销商一样,您可能有很多事情要做。 You're a busy person who can't afford to spend a huge amount of time each day just sending emails.您是一个忙碌的人,每天都无法承受仅花费大量时间发送电子邮件的麻烦。 This is why choosing an ESP with robust automation capabilities is crucial.这就是为什么选择具有强大自动化功能的ESP至关重要的原因。 You can set up workflows once and your ESP will take care of the rest.您只需设置工作流程一次,ESP就会处理其余的工作。 For example, you can set up all your holiday emails at the beginning of the year and then just wait for the conversions to come in.例如,您可以在年初设置所有假日电子邮件,然后仅等待转化的到来。

对于有效的电子邮件营销策略,在ESP中正确组合功能至关重要。

3.确定预算

ESP的优点在于,几乎任何预算和业务规模都可以使用ESP。 There are free tools that offer barebones features and there are more expensive, enterprise-level ESPs with more sophisticated functions.有提供准系统功能的免费工具,还有功能更复杂的更昂贵的企业级ESP。

您拥有一些ESP,它们可以满足预算有限的小型企业,预算稍大的中型企业以及每月在ESP上花费数万美元没有问题的《财富》 500强公司。

如果您是一家小型实体商店的电子邮件营销商,那么使用花费巨额资金的ESP并不可行。

You need to remember that email marketing is not about big spending.您需要记住,电子邮件营销与大笔支出无关。 Rather, it's about getting the functionalities that you actually need and keeping your costs relatively low.而是要获得您实际需要的功能并保持相对较低的成本。 The most expensive ESP may not necessarily be the best for your business and your specific set of goals.最昂贵的ESP不一定适合您的业务和特定目标。

尽管您可能会倾向于使用企业级ESP并为之付费,但如果不利用其他功能,最终将浪费宝贵的资源。

品牌起始价对于2,000个联系人最适合公司网站
活动监视器$ 9 /月起$ 29 /月起博客,从小型企业到大型企业。前往
的GetResponse$ 15 /月起$ 25 /月起大小企业前往
恒联$ 20 /月起$ 45 /月起具有活动需求等利基要求的小型到大型企业和公司前往
MailChimp$ 9.99 /月起$ 29.99 /月起博客,企业家和小型企业前往
AWeber$ 19 /月起$ 29 /月起博客,小型企业和企业家前往
Sendinblue$ 81 /月起不为每个联系人收费博客,企业家,小型企业前往

When deciding on an ESP, the key is to thoroughly review their pricing schemes.在确定ESP时,关键是要彻底检查其定价方案。 Most ESPs today have tiered monthly plans where the price increase is directly proportional to the features and inclusions you get.如今,大多数ESP都有分级的月度计划,其价格上涨与您所获​​得的功能和包含物成正比。 If you don't send emails on a regular basis, you can opt for an ESP that offers prepaid plans or “pay-per-campaign” plans.如果您不定期发送电子邮件,则可以选择提供预付费计划或“按活动付费”计划的ESP。

Some ESPs even offer custom pricing depending on your unique requirements.某些ESP甚至根据您的独特要求提供自定义定价。 So, if you find that your needs don't fit into any preset plan, then you're better off looking for these types of providers.因此,如果您发现自己的需求不符合任何预设计划,那么最好选择这些类型的提供商。

4.查看客户支持

Customer service should never be an afterthought.客户服务绝不是事后的想法。 There will be instances when you'll need a little guidance—And in such cases, it's critical that you're able to easily reach out to knowledgeable and helpful customer support representatives who can assist you on any issues you might have.在某些情况下,您需要一些指导。在这种情况下,至关重要的是,您必须能够轻松与知识渊博且乐于助人的客户支持代表联系,他们可以为您解决任何问题。

以下是测试ESP客户支持质量的几种方法。

  • 访问ESP的网站,并检查提供商是否提供24/7全球支持。
  • 致电客户支持号码或向他们发送电子邮件,以查看您需要多长时间才能获得回复。
  • Browse the ESP's website and see if they have guides or other resources that detail how features of the ESP work.浏览ESP的网站,查看它们是否具有详细介绍ESP功能工作原理的指南或其他资源。 Plenty of ESPs upload tutorial videos, so look for those as well.许多ESP会上传教程视频,因此也请查找这些视频。
  • 检查ESP网站上是否有专门的FAQ部分。

More often than not, the difference between a free tool and a paid ESP lies in customer support.通常,免费工具和付费ESP之间的区别在于客户支持。 Yes, you're saving money by using a free ESP.是的,您可以使用免费的ESP节省金钱。 The caveat here is that you won't get support in the event that something goes wrong.需要注意的是,如果出现问题,您将不会获得支持。 On the other hand, if you pay to use an ESP, one thing that is always included in your plan is customer support.另一方面,如果您付费使用ESP,则计划中始终包含的一件事就是客户支持。

包起来

Hopefully, after reading this guide, you'll have a much clearer picture of what exactly you need out of your ESP.希望在阅读了本指南之后,您对ESP中真正需要的内容有了更清晰的了解。 Just keep in mind that there is no such thing as “the best ESP”.请记住,没有“最佳ESP”之类的东西。 Every ESP has its advantages and disadvantages.每个ESP都有其优点和缺点。 You can only choose the ESP that is best for you, your goals, and your budget.您只能选择最适合自己,目标和预算的ESP。


关于作者:Ash Salleh

Ash Salleh是Campaign Monitor SEO的总监,他与内容,复制和分析团队密切合作,以改善整个网站的优化。 Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.在Campaign Monitor任职之前,他还曾在Zappos和Axiata Digital提供SEO和数字营销专业知识。 Connect with Campaign Monitor on与Campaign Monitor连接 FacebookLinkedIn.

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本文由客座撰稿人撰写。 以下作者的观点完全是他或她自己的观点,可能无法反映WHSR的观点。