A Review of the Top Email Marketing Platforms in 2019
Email marketing is one of the many strands of a complete digital marketing strategy, very similar to that of business text messaging marketing, the only difference is one utilizes an older communication style, and the other utilizes a more commonly used SMS platform. The goal of this type of marketing is to provide information and offers to customers that will lead to sales conversions. This type of marketing is also a good way to build relationships with customers, which in turn will build trust. When customers trust a company, they are more likely to spend money with them and make recommendations to others. When email marketing is working at peak performance, the email is going to have an impact on more than just the person that opens it. There are several email marketing platforms for businesses to choose between, so here is a quick review of two of the platforms.
The cost of a marketing platform has to be one of the first considerations. There has to be some compelling evidence that the cost of marketing is going to lead to a greater amount of sales and profit. The two platforms we are going to cover are Pardot and Sharpspring. When it comes to pricing, Sharpspring is more affordable compared with Pardot. The initial investment for Sharpspring is thousands of dollars cheaper than Pardot, and businesses can pay month to month rather than locking into a full year contract. The annual cost of the Sharpspring platform is a few thousand dollars less than the most basic Pardot plan, and tens of thousands less than their Ultimate package. Pardot includes unlimited emails in each of their platforms, while Sharpspring has a limit of 100,000 per month.
The next most important area to look at its key features. There are certain things that every business is going to want when putting money into an email marketing platform. One of those items is a user- friendly drag and drop interface. Both Sharpspring and Pardot have interfaces that are going to be easy to use and allow businesses to create the dynamic content they need for effective campaigns. Another important feature is the ability to track data after a customer has clicked on a link within the email. This is key information for businesses to have because this is where the rubber meets the road with conversions. Businesses need to know which email campaigns are producing results, which ones need to be adjusted, and which ones need to be scrapped. Some agencies will create custom advertising plans to test, for e.g. cosmetic surgery advertising plans by PracticeBloom are used to market plastic surgeriy packages. Again, both Sharpspring and Pardot excel in this area. A final feature to think about is A/B testing. This is an extremely effective way of testing new features in real time with real customers. Sharpspring has this feature included, while Pardot has it as an add-on for their less expensive platform, and included with the more premium plans.
Lead generation is an aspect that is important to a solid email marketing campaign. Alongside that, have a custom call to action features and auto-complete features can be very useful when customers have already been captured. This is yet another area where Sharpspring and Pardot come out very evenly. The ability to create custom calls to action is there for both platforms, as well as the auto-complete features. Both platforms also offer a simple drag and drop form design feature.
Email marketing is important for businesses because it is a great avenue for building trust with customers. Most people have access to the internet and an email address, and email is one of the quickest and most cost-effective ways to communicate. Email marketing can also accommodate a wide variety of messaging from something very simple to something that is loaded with multimedia features.