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Email marketing reviews: Software lists, best practices, tips, and strategy


Tags: email marketing best practices, email marketing strategy, email marketing software, email marketing tips, email marketing lists, email marketing reviews, email marketing blog, email lists

The world of email marketing is a fickle one.  It’s an area that every business person knows they should take advantage of, but so many tools and tactics are required in order to make it truly effective. So where do you even start?

It’s wise to begin with email marketing mistakes you should avoid. For example, you’ll get in a lot of trouble if you don’t ask permission to send emails to someone. In addition, poor list segmentation is a quick way to hinder the effectiveness of your list.

Email marketing reviews- Software lists, best practices, tips, and strategy

However, improve your specific email marketing efforts is just as important as avoiding downfalls. The internet is filled with advice, so exploring some email marketing tools and tricks you never knew about will help a lot. These are the tools and tactics that generally pass under the radar, yet they are essential in beating out the competition and maintaining a healthy email list.

Below you’ll find some of the email marketing options to turn your business into something special, at least when it comes to your emails.

Email Spam Test

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This tool is ideal for checking to see if your emails are going through. In short, it’s tough to figure out whether or not your email messages are landing in the spam folder, so why not use a quick free tool to see if they are or not.

Although choosing the right email marketing app is the easiest way to ensure your emails stay out of the spam box, it also factors in elements like your content, subject line and more.

All you have to do is paste in the subject of your email, HTML source code and the plain text email content. The tool then reveals the parts of the email that may be sending it to the spam box.

Litmus Scope

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Let’s say you stumble upon an email that begs to be shared with your followers. If that’s the case, it’s not exactly practical to forward it along to an email list of thousands of people.

Therefore, the Litmus Scope tool provides a way to quickly transform any email in your inbox to a web-based version. You can then share the link with anyone you want or even host a link to it on your website. This is also handy if you recently sent an email of your own content and would like to post it online.


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An effective way to improve your email marketing is to see what your competitors are doing. So, why not spy on them a bit? The MailChart program takes a look at how your competitors are utilizing their email marketing tools, so you can replicate it or try to make your campaigns even better.

The tool provides tracking capabilities, and you can plan your own marketing campaigns based on the results you find. Its great for setting up a solid email marketing strategy, content inspiration, running A/B tests and more.


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This is a readability test tool for checking to see how easy people can go through your email content and understand what you’re trying to say. With the internet, people are only interested in well formatted content, so they can scan and absorb the information quickly.

Simply input the text of your email and run the test to see how well users are going to be able to consume your information.

Campaign Cog

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Email analytics are generally not that great, but with a program like Campaign Cog you can view detailed analytics for your transactional and marketing campaigns. View behavioral data on your subscribers to make wise decisions in the future, and check in on subscriber engagement based on geolocation, activity and social media usage. You also receive a heat-map for seeing where people are most likely to click around in your emails.

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E-mail marketing best practices and tips

1. Segment Your Email List

Segmenting your email list allows you to provide an inclusive and customized experience for your subscribers. You can segment your list based on when someone’s joined, what emails they’ve opened, their demographics and so on. By segmenting your list, you’re able to communicate directly to the consumer – every email they read will be relevant to their life. That keeps them invested, and it keeps you out of their spam folder.

2. Test Your Timing

There are no shortage of articles written on the topic of what the best times and days of the week are to send an email. When the moon is in the seventh house on an odd-numbered day in a month starting with the letter J… you get the idea. The fact is the answer differs from brand to brand, which is why you need to test, test, test. Send emails at 9 in the morning and see how often they’re opened. Send them on a Sunday afternoon. At midnight on Friday. Track your open rates. You’ll notice that some segments of your list respond more positively at different times – so take advantage of that, and automate your email blasts to correspond with the best time for your subscribers.

3. Use Text Emails

Your email message might look great in your inbox, but consider this – the vast majority of your subscribers will be using an email program that blocks out any additional images. All of that time you spend ensuring that your message looks great? It’s a waste. Automation is all about speed, and by having to manually insert and adjust images, you’re losing time. And worst of all? You’re losing it doing something that most of your subscribers might not even see.

4. Allow Your Subscribers To Manage Their Preferences

You want the ultimate in automation? Then let your subscribers work for you. Give them the opportunity to change their subscription preferences. How often do they want to be contacted? What kind of things do they want to hear about? Essentially, your subscribers will segment themselves for you. You won’t have to do anything, but thanks to their updated preferences, you’ll be able to improve on your attrition rates.

5. Select the Right Solution

Too many small and medium-sized businesses end up in over their heads because they select the wrong software right at the start. Instead of being wowed by all of the features a particular email subscription service presents, consider what you need before you start shopping. Make a list. What’s important? What’s not? What’s your budget? Then, when you’re looking for a solution, only consider those that are within your budget, and don’t bother considering features you know you’ll never use.

6. Whittle Down Your List

While having a large subscriber list might seem ideal, it’s not the number of total subscribers that counts – it’s the number of active subscribers. As such, you should constantly be trying to refine your email list. The best way to automate this? Send a break up email to members of your list who haven’t opened one of your emails in a while. If they don’t reply to the break up email, you know you can safely have them removed from your list. And don’t make it difficult to opt out – those aren’t the kind of people you want on your list.

7. Ask Your Subscribers What They Want

This may be the most obvious of these tips yet also the most often overlooked. The first email a new subscriber should see (after the confirmation email) should ask them why they signed up for your brand’s email list. Do this and pay attention to the answer, and you’ll know how you should segment your new subscriber. This allows you to individualize their experience, resulting in a longer and deeper relationship. Ask and ye shall receive, kids.

@steveolenski is a writer who drinks too much coffee and knows a thing or two about marketing.

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