1.
Improved list management
Managing recipient data and lists can fast become an enormous task. One which can be prone to human error, and can become increasingly complicated as lists grow. But proper list management is essential to email success. It enables segmentation, automation, personalisation, and so much more. So it should be taken seriously. Fortunately, an email marketing service provider (ESP) can conduct most of the heavy-lifting when it comes to list management. An ESP will automatically manage the adding of new subscribers to your list, whilst also removing unsubscribes. And it will enable the user to properly segment, organise, and manipulate their list as they require. Such as via subscription source, opens and clicks, demographics, and behaviour.
2.
Easier campaign creation
There’s a lot of competition in the inbox. Meaning that if your email doesn’t stand out from the crowd, it will easily be skimmed over. And brands today are pulling out all the stops when it comes to email design. Bold images, striking colours, and engaging GIFs are all commonplace in the inbox. Fortunately, email marketing service providers can make creating beautiful emails a breeze. Even for the design novice. An ESP will offer a range of customisable templates alongside drag and drop design capabilities, making it easy to create engaging, consistent emails that are on-brand. And allow users to easily incorporate images, video content, different fonts, and colours. But email isn’t all about looking good, it’s important that they also display correctly on different devices. Fortunately, with an ESP you can be sure that email templates are utilising the most up-to-date code to ensure everything is displayed correctly on all devices. And for added peace of mind, ESPs also offer the ability to view emails on different devices before you hit send.
3.
Streamlined automation
If you are a regular reader of our content, you’ll know we are huge advocates of email automation. Because for brands, the goal is to be able to send one-to-one communications to their audience. Ensuring that their content is timely, highly relevant, and as personalised as possible. But achieving this would be impossible manually. Fortunately, brands can utilise email automation through their email service provider to achieve all of the above. Sending the right email, at the right time, to the right recipient. With little manual intervention. Brands are able to set up email sequences from welcome campaigns to nurturing series. All triggered automatically based on recipient behaviour such as browsing, abandoning a basket, or making a purchase. What’s more, automated emails get 119% higher click rates than regular emails. Win, win.
4.
Advanced personalisation
In a world of ever-increasing consumer expectations, audiences now demand a buying experience that is highly tailored to their own needs and wants. One size fits all email no longer cuts it. In fact, 63% of consumers will stop buying from brands that use poor personalisation tactics. A good email marketing service provider offers brands endless personalised email opportunities. Without the need for additional time, resource, and costs. Instead, an ESP will utilise consumer data, such as demographic, behavioural, and purchase data, to populate emails for the individual. And we’re not just talking about first-name personalisation. Brands can utilise dynamic content blocks in their emails to include personalised messaging, imagery, product recommendations, and prices. All of which is specific to the individual recipient.
