Best Email Automation Software: Everything You Need to Know
For any business to achieve and sustain rapid growth, it must take advantage of the readily available resources. Automation software is one of the ways to do just that by getting the most out of what technology has to offer. In fact, a study by robotics consultant Redwood Software suggests that nearly 59 percent of key business processes could be performed by software robotics by 2022.
Leveraging software technologies to carry out most of the repetitive tasks enhances the efficiency of managing your business. It also brings down the cost of keeping your company running. So if you’ve not embraced automation you’re not exploiting your full potential, nor the basics of SEO, especially as far as email is involved. In this guide, we’ll review and compare some of the best email automation software to help you choose those that are user-friendly, reasonably-priced, and have features that can help you convert your leads into clients.
Types of Email Automation
Welcome Emails are the most straightforward types of email automation. They entail sending well-crafted messages to greet new subscribers and confirm signup. Despite being so simple, people actually take time to read them. In fact, their open rates are 4 times higher compared to other promotional emails. Their click-through rates, on the other hand, are 5 times higher than that of other automated emails. Be sure to create messages that portray you as friendly and approachable. Then, incorporate a reliable email automation platform. Once someone subscribes to your store or blog, the automation software will send your welcome email straight away.
Onboarding emails are perfect for explaining the features and hidden benefits of your product to new customers. They are also great for connecting customers with training, how-to guides, and support resources. You can start an onboarding series as soon as someone purchases your product or service. Ensure new customers are settling in well and have access to meaningful content regarding your offerings. This way, you’ll enhance customer experience and lower your refund rate because each new customer is already familiar with your product or service.
Special Events Emails
Surprising your subscribers with personalized messages during special occasions such as birthdays and anniversaries, can help you build a meaningful connection and a long-term bond with them. Remember, these forms of emails register up to an 18.8% open rate. But before sending personalized emails on these special occasions, confirm if your automation software supports custom values. If it’s there, just go to your opt-in form and incorporate a couple of custom fields. If it’s not there, don’t worry! Just send out tailored holiday greetings.
Follow up Emails
Automated marketing initiatives can also focus on how your subscribers interact with your emails. What if you send an email and many of your subscribers fail to open? Don’t panic! Automation can help you handle such a situation easily. Just modify that message and add a more targeted, more conspicuous subject line. Your messaging software will then send the modified message to those who didn’t open the first email. If you get excellent open and click-through rates (CTR), create another workflow to convert these active subscribers into buyers. You can even offer them a freebie to increase their chance of buying.
Cart Abandonment Emails
These emails are a bit hard to craft compared to the four discussed above. But they are worth your investment. Based on 37 different studies reviewed by Baymard Institute, the rate of online shopping cart abandonment is a whopping 69.23 percent. About 70 percent of incomplete potential online purchases is definitely a great opportunity for conversion. With cart abandonment emails, you can exploit this gigantic potential revenue loss that gives many business owners headaches.
Email Automation Software
Good email automation software should allow you to set up compelling and engaging email newsletters with a user-friendly interface. They should also allow you to hassle-freely send personalized and targeted emails in bulk. That aside, managing your contact list, placing users into groups, and keeping track of your email marketing campaign’s performance should be a stress-free task. The software should deliver your messages into the inboxes of your targeted subscribers, not their spam folder. Here are some of the best email automation tools.
HubSpot Marketing Hub
HubSpot Marketing Hub is a comprehensive marketing system that streamlines the management of all facets of your marketing funnel. You can take advantage of the blogging tool to attract visitors by creating worthwhile, search-engine-optimized content. You can also grow your leads via a landing page and use the CRM to set up an automated workflow to increase contacts and leads conversion.
Due to its many features, this automation platform has a steep learning curve. Fortunately, the company has a vast resource section with comprehensible guides and free courses. Users can leverage these resources to sharpen their understanding of inbound marketing concepts and the best ways to use HubSpot to reach their goals.
- All-encompassing inbound marketing solution for companies, with helpful guidance in each phase of the marketing funnel
- Free CRM
- East to track and analyze the performance of your inbound strategy
Zoho Campaigns is a valuable email marketing tool, especially for businesses that have already integrated Zoho’s suite of products like the Zoho CRM. It comes with adequate pre-set templates and support resources to allow even novices to create striking emails swiftly and effortlessly. Its intuitive user interface and high-performance rates make Zoho Campaigns a great Software-as-a-Service (SaaS) solution for small to midsize businesses (SMBs).
- Delivers a powerful performance when integrated with Zoho CRM
- Robust campaign and marketing tools
- Closed pool reporting
- Smooth contact list creation
- User-friendly interface
Active Campaign is a one-stop email marketing solution has tons of interesting features, such as unlimited emails, a wide range of auto-responders, and third-party integrations. As a result, the user interface appears quite busy. It also offers a 14-day free trial, which is fairly short considering most of the other competing services offer up to 30 days. That aside, it has an extensive section of online support resources as well as live chat support (but not with phone).
- Supports many third-party integration
- Comes with a variety of auto-responder options
- Unrivaled online support
- Comprehensive online resource support
- Modern looking workflows
At $1,250 per month, Salesforce Pardot is bound to give many small businesses a sticker shock. But considering its feature-rich dashboard and excellent deliverability rate, this one-stop marketing automation solution is worth your investment. It comes with many niche features, including list building, contact tags, lead scoring, campaign rules, and loads of other automation functionalities. What’s more, it strikes a perfect balance between wide-ranging capabilities and user-friendliness.
- A broad range of excellent features in email marketing and automation
- Easy to use
- Integrates well with other Salesforce app, most notably Einstein
- Offers unlimited automation capabilities
GetResponse is your go-to platform for all your email marketing challenges. It offers CRM, landing pages, and sophisticated automation. GetResponse’s paid plans begin at $12.30 a month, but NGOs are likely to get an exciting discount.
- Easy to use
- Smart list automation that enables you to add a handful of values to help in automatic segmentation of your contact list
- Custom landing pages and conversion funnel
This automation software is an excellent all-in-one solution for most SMBs. It offers a free plan that allows you to send 10,000 emails per month to 2,000 contacts. This free account comes with loads of valuable tools and templates. Interestingly, even MailChimp’s built-in CRM is accessible on this free plan. Its pay-as-you-go plans are reasonably priced and give some built-in extras like integration and automation options.
- Detailed reporting – the service gives lots of information, ranging from clients, social media, geo-tracking, to Google analytics
- Generous free plan
- An intuitive interface and a great template editor
Have you ever sent cold emails to promote your content, nurture leads, or even build links? If yes, you know how time-consuming and tedious that process can be. By automating your marketing initiatives’ sending/follow up, Mailshake enhances your customer outreach in an effortless and time-conscious manner. Some of the valuable features accessible on this cold email software include pre-written templates, lead catcher, sending calendar feature, and campaign reporting.
- A huge collection of pre-written templates
- Cold emails automation
- Analysis of marketing campaign in real-time to enhance effectiveness and lower chances of being treated as spam
Best Email Automation Software for Small Businesses
Established in 1995, ConstantContact is an authority in the email marketing world. It helps small businesses fully exploit the numerous lucrative opportunities that the internet has to offer with a reliable collection of web-developing, domain, ecommerce, logo building, and online marketing tools. This tool makes management of event invitations, tickets, promotions for subscription and registrations efficient. This efficiency is crucial for brand building and social marketing.
- Comes with remarkable niche features like event management, media library function, and ability to archive past emails
- Intuitive user interface
- Super easy email builder
- High deliverability metrics
This email marketing service started as a digital agency. Since its establishment, it has directed its emphasis towards helping SMBs automate email marketing at a budget-friendly cost. It has an all-encompassing feature set, including transactional emails, Facebook ads that help you go viral, marketing automation, landing pages, SMS, and CRM. It also offers an extremely reliable WordPress’ email plug-in. The cheapest plan is just $25 per month for a staggering 40,000 emails. Remember, this cost is determined by the number of emails sent, not the number of your contacts.
- Competitively priced
- Robust email automation
- A special SMS marketing tool
- Excellent deliverability
As the name implies, Drip is a tool developed for making the drip email process efficient. Despite its simple nature, this app packs lots of worthwhile features. These features include pre-written templates, email gathering technology, and drag and drop essentials for easy creation.
- Fun and interactive to use
- A broad range of automated workflows
- Integrates with multiple apps and solutions
- Efficient email capturing methods
Are you looking for some of the more sophisticated CRM features at a competitive price? ConvertKit allows you to keep track of how your subscribers are interacting with your emails and send them targeted autoresponders. This tool also comes with blueprints that you can leverage to hastily develop autoresponder sequences for virtually any situation. ConvertKit is a smart choice for a small business that’s planning to run ultra-target campaigns.
- Excellent landing page building report
- Helpful live chat support
- Easy automation creator
ConstantContact, Active Campaigner, and SendinBlue Evaluation
Pros: Perfect for small enterprises, nonprofit entities, and individuals, easy and powerful user interface, comes with other campaign types like event registration, A/B tests, and surveys, has a large collection of email templates
Cons: More expensive than Active Campaigner but cheaper than SendinBlue, lacks more sophisticated and flexible workflows, performance doesn’t match the high price
Pros: Created with small businesses in mind, powerfully integrates with a wide array of third-party applications, a large library of online resource support, unparalleled online support, multiple auto-responder options, cheaper than the three.
Cons: Stuffy user interface, no phone support, fairly short free trial
Pros: Perfect for SMBs that are on a budget, has well-designed and efficient email automation, the landing page has an attractive interface and state-of-the-art template options, unique SMS marketing tool, excellent deliverability
Cons: Expensive than the two, limited integration capabilities with other apps and solutions
Statistics on Lead Generation With and Without Email Marketing
Although there are so many modern technologies and channels, email marketing is still one of the most efficient and rewarding tools that digital marketers can’t afford to ignore. In fact, Experian reveals that a business can make approximately $44 for every $1 they put in email marketing. Additionally, a study by Marketingsherpa shows that small businesses generate most of their leads from landing pages (64%) and email marketing campaigns (51%).
According to HubSpot, emails for capturing leads trigger an 8% CTR while general emails result in just a 3% CTR. DemandGen Report, on the other hand, shows that lead-nurturing emails obtain a response rate of as high as 4-10 times than that of standalone emails. These statistics prove that businesses that employ email marketing strategies generate more leads than those that do not. In other words, when operating your business, you most definitely should assume a fixed budget for email automation software services appropriate for your business. You should account these costs as part of your SEO monthly packages.
Email automation tools like the ones discussed in this guide can speed up your business growth without you having to spend long hours of your valuable time and effort in crafting and sending email campaigns. Each of them is good. They all come with similar features and can perform similar functions. You just need a keen eye for details to identify those that are feature-rich and deliver powerful performance.
The user interfaces vary from platform to platform, so does the process of putting a workflow or automation in place. Your final decision is likely to be informed by your personal preference and budget. But it’s advisable to try a few of them for free before settling on one.