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What to Look for When Choosing an Email Marketing Service


Constant Contact email marketing software for small businesses

When you are thinking about trying out a new email marketing service for your business, you have a lot of options to choose from. There are some well-known services in this industry and others that aren’t as well-known but are still very effective. Finding the right option for you requires a few considerations such as the cost of the service, the number of emails that you can send and more.

In this guide, we are going to offer some tips to help you choose the right email marketing service for your business. We’ll cover everything from personalisation to the cost of the service.

Here are 7 things you need to look for when choosing an effective email marketing service.

1. Easy-To-Use Interface

One of the main things that you are going to want to look for when you are choosing an email marketing service for your business is an easy-to-use interface. If you and a few members of your staff are going to be using this service without much training, you are going to want to make sure that it is as simple as possible. Some services will have too many features that you won’t ever get around to using. This can complicate things and make it take longer just to get one email campaign complete. Look for a service that has lots of features but that is organised in a simple, easy-to-use interface. 

Related: How to Grow Your Email List Using 5 Proven Strategies

2. Prices Based On Emails Sent

The cost of the email marketing service that you choose should be one of the factors that you consider. If you have a large mailing list of people already, you won’t want to choose a service that charges based on your number of contacts. For example, Constant Contact charges for each contact which can be very expensive. The good news is that there are alternatives to Constant Contact that charge per email sent. This can be much more cost-effective as you’ll only be paying for what you use. Have a look at the pricing plan and find the right option for your business.

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3. Personalisation Options

Email marketing service providers that offer personalised emails

Did you know that some email marketing services allow you to personalise the emails that you send to your clients? In 2020, customers want to feel valued and personalisation is one of the best ways to make them feel this way. You will want to be able to include their name in the subject line in the base of the email as well as offering personalised suggestions on products. If you can show that you aren’t just sending out the same email to all of your customers, it will be much more appreciated by those who receive them. Not all email services will offer this so make sure to check out the features section. If personalisation is an option, you should consider this carefully. 

Related: How to Increase Your Email Marketing Conversion Rates

4. Automation Features

The last thing you want is to have to spend hours every single week creating email campaigns and sending them out to your customers. For this reason, you should also lookout for any email marketing services that come with automation features. This way, you can save yourself a lot of time and make sure that the emails are automated. On top of saving yourself time, you can also save money as you won’t be wasting hours on this project. Automation is something that still needs to be monitored, however, as you’ll want to make sure that everything is going smoothly.

5. Free Demos

Another thing that you should look for when you are choosing an email marketing service for your business is a free demo. It might be immediately clear from the website how the service works and once you give it a try, you might not like what you find. These services often discuss their positives but don’t mention the things that you can’t do with them. A free demo will allow you to test out the service and figure out if it is right for you. If a free demo isn’t available for download, get in touch with a member of the team and they might be able to provide you with some more information. 

Related: 7 Ways to Increase Your Email Open Rate

6. Great Customer Service

Like anything that you are purchasing, you will want to make sure that the email marketing service provider offers a good level of customer service. This can come in handy should anything go wrong with your campaigns and you need assistance as soon as possible. If the company does not offer live chat or any help, it might be better to avoid them. You are running a business so if you can’t get your email campaigns sent out on time, you could risk losing valuable customers. Check what kind of customer service is offered and read reviews to check that this is accurate.

7. Analytics Option

Finally, when you are looking for an email marketing service for your business, you should check if there are any tools that you can use to analyse the results of your campaigns. This information can come in handy when you want to improve your campaigns and get more traction in the future. Most of the best services offer analytics tools but not all will cover as many things as you might hope. If you do get a free demo version, have a look at the kinds of things that you can analyse and use this information to make the right choice.

Related: How Email List Cleaning Helps You Boost Open Rates

Here are some frequently asked questions when choosing the right email marketing service provider.

  • Which email marketing service is the best?
  • What is the cost of the email marketing service provider?
  • Do they charge per the number of subscribers you have?
  • Is their server hosted locally or it’s cloud-based?
  • Do they have an active refund policy?
  • What are other customers saying about them?
  • Do they offer real-time tracking of campaigns like Constant Contact?

Constant Contact email marketing software for small businesses


If you are planning on trying out a new service soon, make sure to take on board all of the advice that we have given you in this article. Think about the price of the service and don’t forget to check the user interface to make sure that it is easy to understand. When you do eventually find the right email marketing service, you will be able to create the best possible campaigns and drive your sales in no time at all. Make sure to take on board our tips and tricks this year.

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Emenike Emmanuel is a multiple award-winning blogger, CEO of Entrepreneur Business Blog, Chief Evangelist of Ebusinessroom Ventures, and the Lead Coach of an online community of over 12,000 business owners called, The Excellent Entrepreneurs' Network. He’s here to help you start, manage and grow a profitable and sustainable business using digital marketing strategies. Follow him on Facebook, Twitter, Instagram, LinkedIn & Pinterest with this handle, @emenikeng. Telegram group - t.me/yourfirst1000 | Email: [email protected]