Insight: What Marketers Look for in an Email Marketing Platform

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Last week we ran a poll on Twitter @emailcenter for marketers to vote on the main factor when choosing a new email marketing platform – the results are in!

twitter question

When creating the poll we were limited to just four options, and in reality we could have listed far more. We kept it simple focusing on price, advanced functionality, ease of use and time-saving tools.

Unsurprisingly, the main factor that marketers are looking for in an email marketing platform is ease-of-use. This quick poll highlights the same results as many pieces of research including Econsultancy’s Email Census 2015, that puts having a tool that is simple to use as the most important thing for email marketers.

twitter answer

Maxemail’s Friendly Transition

We have well documented the recent transformation of our very own platform Maxemail, making it much more user-friendly and intuitive. Plus, in addition to our updated software, all of our clients receive one-to-one training session tailored to their needs, meaning they’re not just left to get on with it. We work with you to get up and running fast. In hindsight, I would have removed the ‘time-saving tools’ option as this is quite possibly too similar to ‘ease of use’.

Powerful Functionality

The second most important factor when choosing an email marketing software is that it has advanced functionality. It goes to show that email marketers are in touch with the latest trends and tools available to them, yet surprisingly there are still so many businesses out there using a batch and blast strategy when it comes to sending their email campaigns.

There may be influencers within your organisation that have the idea ‘the more you send the better results you will get’, but this isn’t always the case. This is why email marketers are turning to advanced tools like dynamic content to give their subscribers different information based on the data that they hold on them. This can work particularly well for retailers who use previous purchase data to add recommended products in their emails.

The Value of Email Marketing

Interestingly, the lowest votes went on price. We often talk about the effectiveness of email marketing in terms of return on investment (ROI) and this really shows that businesses are more concerned with having a platform that meets their expectations in terms of ease of use and functionality. We all have a budget, but that they are less influenced by the cost of the product.

In this market you generally get what you pay for. If you just want a basic system that you can load a list to and send batch emails, you have a wide selection to choose from. However, we have noticed that many businesses are turning to more advanced platforms as they really see the value in getting the right message, to the right person, at the right time.

My Challenge to You…

I think you’ll be surprised at how powerful, yet simple to use, our system is and I challenge you to either sit in on a demonstration or trial it for yourself – you will be amazed at what it can do!

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.