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Last
month we looked at 10 key features your email marketing software
solution should possess. Here are 10 more…
1)
Scheduled Campaigns
Timing your email send is crucial to achieve a good open rate.
Therefore ensure you have the ability to define when you want
the email to be delivered, as you will not always be able
to be there to start is manually.
2)
Suppression lists
From time to time you will need to knock people out of your
list. This might be people that have already registered for
the event you are promoting or maybe your customer list that
you do not want to see the new introductory offer. In this
situation it is easier to upload these excludes as a list
rather than trying to remove them from your newsletter list.
3)
Campaign Comparison Reports
Looking at email campaigns in isolation only provides half
the story on your email marketing. By looking at campaigns
over time you will be able to identify subject lines that
attract better open rates and offers that generate high click-thru
rates.
4)
Dedicated IP addresses
True permission email marketers also get blocked on occasions.
Typically this will only last a matter of hours but would
impact on anyone else trying to deliver campaigns via your
email service provider. One option is to get a dedicated IP
address for all of your sends, as this will ensure you do
not suffer from other organisations spam complaints.
5)
Data Appending
Uploading data into a brand new list each time means it is
difficult to manage list history such as unsubscribes. Being
able to append to your list also enables you to update personalisation
data from multiple offline databases.
6)
Email-a-friend
The Maxemail email-a-friend module enables marketers to accurately
track who has forwarded the email to friends & colleagues.
This therefore enables marketers to incentivise forwarding
which is the key to successful viral marketing.
7)
Custom Data Reports
This enables you to extract completely custom & unlimited
queries from your reports. This might be viewing all of the
people that have clicked-thru on a specific link and are from
a particular segment of your database.
8)
Support
Email marketing has many hazards such as junk mail filters
& rendering issues. Having access to a support team during
your working hours is essential if you want to avoid these
pitfalls and gain expert advice.
9)
Funnel Reports
These are reports that show the drop off rate at each stage
of your email campaign. For example of those opening the email
what percentage clicked on a link to visit the website. This
type of report provides a much greater depth of analysis than
simply looking at open & click-thru rates in isolation.
10)
Multiple Character Sets
If you send in different languages you will have the need
to encode your email correctly otherwise users will see mangled
text.
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