What Is Email Management?

 

What Is Email Management?

Email Management is the systematic supervision of the quality and quantity of electronic messages sent from within and received by an organization or a business. Some email marketing tools are so filled with features that they become difficult to use. Others are so simple that they might not offer the power you need. If you feel overwhelmed by all this, go back to your goals and let them guide you. Don’t overbuy, but make sure you have adequate functionality to leverage email marketing adequately. The following are several administration and management features you should think about as you compare email marketing tools.

Bulk Editing

How easy is it to edit multiple contacts in your email marketing tools? Do you have to manually open each contact and record individually to make changes, or are there steps you can follow to edit many at the same time? For example, if you want to add 100 contacts to a list or remove a tag from dozens of contacts, can you modify all 100 or dozens of records at the same time?

Businesses change, markets evolve and your email marketing, goals and strategy need to be flexible enough to grow with your business. If your email marketing tools can’t keep up or requires hours of manual intervention to keep up, then it’s not adequate. That’s why it’s so important to think about the future of your business and email marketing strategy when you choose an email marketing tool.

Integration

Email marketing is so much powerful when it is used in connection with your website, social media marketing, content marketing, online advertising, and other digital marketing tactics. You should choose an email marketing provider that integrates with the other tools you use to manage your marketing initiatives. When tools integrate, you reduce the amount of manual work that must be done to keep all your systems and programs synchronized.

At a minimum, your email marketing tool should integrate with Zapier (https://zapier.com) a tool that connects web applications for streamlining and automating tasks. Many web-based applications integrate with Zapier as do most popular email marketing applications. You might also want to integrate your email marketing application with the tools you use for your invoicing, online calendars, eCommerce site, landing page, customer relationship management, online courses, and so on. The more integrations your email marketing provider offers, the more things you can automate to save time.

Customer Relationship Management (CRM)

Some email marketing tools also offer varying levels of CRM functionality (e.g. ActiveCampaign, ConvertKit, Infusionsoft, and Ontraport). If CRM is important to you, but you’re not ready to invest in or don’t need a full-blown CRM tool like Salesforce or SharpSpring, then one of these email marketing tools might fit your goals. An email marketing tool with CRM features makes it easy for you to follow contacts through your email marketing funnels, track all their interactions with your messages, and close deals with them.

Depending on the types of business you own and your sales and growth goals, choosing an email marketing tool that includes CRM features might make sense.

Performance Tracking and Reports

How do you know if your email marketing efforts are working if you can’t track your results? You don’t, which is why it’s so important that your email marketing provider gives you access to easy-to-understand reports as well as the ability to download and manipulate your raw performance data. Even if you are not an analytics guru, you need to be able to quickly identify which messages are getting opened, which links are being clicked, and what needs to be improved.

In addition, choose an email marketing tools that integrate with Google Analytics or your preferred website analytics tools so you can track contact behaviors from your email messages to your website and vice versa. These behaviors are essential to helping you not only track performance but also develop campaigns and the automation that delivers the most appropriate content. Remember, testing is an important part of email marketing success, and you need data and reports to determine which tests work and which don’t.

That’s all for now, my friends. See you all in my next articles. 

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