Effective email marketing campaigns are designed for all devices on which users can read their emails -- desktop, tablet, and smartphone. Email campaigns that are designed for mobile devices are especially important -- a quality known as "responsive design." In fact, 73% of companies today prioritize mobile device optimization when creating email marketing campaigns.
What's the difference between them? One-off communications versus prolonged, email-based interactions. For example, email marketing tools are excellent for one-off communications. You can use these tools for the one time you'd like to send someone an automated email response when they join a subscriber list, on their birthday, or when you promote a new product. But marketing automation tools are better suited for prolonged, email-based interactions. For example, you can use marketing automation tools whenever you want to guide someone from a subscriber list to a product purchase. Or you can send thank-you emails or send new product promotions—all without having to lift a finger after the workflow is designed.
While email is the most mature (that sounds better than “old,” right?) form of digital marketing, there’s no shortage of marketing technology innovation in this area. Both startups and established vendors continue to develop new capabilities for formatting, targeting, sending, and monitoring the impact of email messages, as well as functions like list building, inbox management, video email, deliverability, branding, custom email signatures and more.
Mailchimp is a very well-known email marketing tool that integrates with popular apps and services like Salesforce, Eventbrite, Google, Twitter, Facebook, Shopify, and SurveyMonkey. This inbound marketing tool allows you to easily sync your data from those services, import content from other sources, and learn how your campaigns are affecting your business. Along with reports to show you how well you’re connecting with your audience and how much money you’re bringing in, Mailchimp gives you tips for improvement. Mailchimp Mobile Dashboard enables you to check in from anywhere.
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Surprise: Customer loyalty is the key to success. And you can reward your loyal customers by giving them something for free every now and then. Create a “surprise” email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but, the reward is huge!
Purchased lists are ineffective, and they impact everyone else who uses Mailchimp, too. If you send emails to a list of people whose contact info you bought, many of the emails will get identified as spam. Some spam filters will flag a campaign if anyone with the same IP has sent spam in the past. When you use Mailchimp, your email is delivered through our servers, so if one person sends spam, it could prevent other users’ emails from reaching inboxes. But by forbidding Mailchimp users from using purchased lists, we increase deliverability for everyone.
As a growing business, you may also be looking for a CRM solution, and you'll find that the more advanced email marketing services have begun to crossover into CRM. It makes sense: Both types of software deal with managing and communicating with customers. A handful of these services are one-stop shops, either offering both email marketing and CRM out of the box or as add-on services.
A tracking pixel is a snippet of code that allows you to track your subscribers’ activity across various channels like your website, landing pages, and newsletters. Then, you also have the option to send emails triggered by certain behaviors. So for example, if a subscriber goes to your site and checks out your product page, a tracking pixel can send an email with a special offer for the specific product the viewed.