Why You Need an Email Marketing ProgramMay142018

Categories: Email Marketing,Marketing
Why You Need an Email Marketing Program

Email Marketing is one of the best ways to reach your audience because it allows you to carve out a unique personal relationship with people that actually look forward to reading your newsletter each week. Websites and Social Media aren’t as good in cultivating this intangible connection.

You’ll use an Email Marketing program for an array of promotion efforts not tied to getting new subscribers and welcoming them to your list:

Promotion Emails:

Limited Time Offer
New Services
Online Course
Digital Download
Community Event
New Products
Sales and Specials

Update Emails:

Company News
New Blog Post
Upcoming Event
Product Announcement
Webinar Reminder

Non-Selling Emails:

Share a Personal Experience
How-To Series
Tips and Tricks

Did You Know?

  • There are 3.7 billion global Email users as of 2017, and predictions indicate by 2021 there will be 4.1 billion. (Statista)
  • Email is the 3rd most influential source of information for business-to-business audiences, behind peer recommendations and industry leaders. (WordStream)
  • Email Marketing has an average Return on Investment (ROI) of 3,800 percent. For every dollar you invest, the average return is $38. (Salesforce)
  • Email list personalization and segmentation emailing were the most effective Email strategies in 2017. (DMA)
  • Mobile Email will account for 20-75 percent of opened Emails, depending on your target audience. (emailmonday)
  • If your Email is not optimized for mobile, 80% of users will delete it. (Bluehornet)

Highlights of Trusted Email Marketing Program Providers

If you’re searching for a trusted Email marketing program, we’ve listed below some of the oldest and best performing companies, all of which have become extremely popular over the years with users.


Founded in 1998, AWeber has long been a popular Email marketing service, with over 100,000 customers.


  • Tag-based system
  • Extensive selection of form and Email templates
  • Automation tools
  • Detailed reporting
  • Excellent support options


  • Basic automations builder
  • No split testing options
  • Limited reporting for automations

View Plans available from AWeber:


Established back in 2001, MailChimp has grown to become the largest Email marketing service with over 15 million customers globally.


  • Split-testing functionality (broadcasts only)?
  • Various format form builder
  • Library of professionally designed Email templates
  • Extensively supports third party apps
  • Extensive reporting
  • Offers a Free forever plan
  • Quality support channels


  • Somewhat confusing segmentation options
  • Limited marketing automation capabilities

View Plans available from MailChimp:


Entering the market in 2013, this automation-focused email marketing software has become one of the leading Email marketing platforms outperforming many of their competitors.


  • Tag-based system
  • Visual automations builder
  • Auto resend unopened Emails
  • Advanced events and tracking
  • Robust reporting and data filtering
  • Integration addons for WooCommerce and WordPress
  • Excellent support channels


  • Limited split-testing functions
  • Doesn't offer an Email template library
  • Limited form builder

View Plans available from Drip:

Constant Contact

Constant Contact
Touted as the oldest Email Marketing service debuting in 1995, with a business name change to Constant Contact in 2004. Owned by Endurance International, the same company behind Hostgator and Bluehost.


  • User friendly interface
  • Powerful features
  • Tag-based system
  • A/B subject line testing
  • Large selection of Email templates, with editor
  • Robust reporting
  • Extensive reporting
  • Support options that include online training
  • Free 60 day Trial - no credit card required


  • Non behavior-based tagging
  • Basic form builder

View Plans available from ConstantContact:

Constant Contact Sign Up:

Active Campaign

Started business in Chicago in 2003, ActiveCampaign offers affordable plans with emphasis on automation that gives you more control over Email Marketing with less effort on your part.


  • Advanced automation features
  • Lists and tags for subscriber management
  • Thorough split-testing
  • Email Template builder
  • Robust tracking and reporting
  • Responsive support


  • Limited form builder
  • Minimal pre-designed Email templates
  • Learning curve to manage contacts

View Plans available from ActiveCampaign:


An established company established in 1997 now boasts over 350,000 customers.


  • Advanced automation workflows
  • Support for website event tracking
  • Conditional elements and tags for automations
  • Split-testing capabilities
  • Form templates and pre-designed Email templates
  • Activity and ROI tracking
  • Excellent support channels


  • Can’t add tags to subscribers
  • Not able to create Emails within the automations builder
  • Somewhat limited reporting interface

View Plans available from GetResponse:

Tag-Based Email System

When using a tag-based Email system you’re able to segment prospects based on contact behavior that allows you to get extremely targeted with your Emails. Subscribers are counted once regardless of how many tags are applied, so reporting totals and percentages are not inaccurate.

Constant Content Explains:

How to Segment a List:

How to Run A/B Subject Line Testing:

Tips for Successful Email Campaigns

  • Use a trusted Email service provider.
  • Constantly refine your Email marketing strategy to exceed set goals.
  • Add highly visible opt-in forms to your website and offer an incentive for new subscribers.
  • Communicate regularly scheduled useful content to your list.
  • Send relevant offers to your list on a consistent basis.
  • Make a professional first impression with your Email layout and images.
  • The subject line should highlight a benefit or contain an eye catching phrase or question.

When Writing Your Email Communication

  • Display main content at the beginning.
  • Double check your content for grammar and typos.
  • Include a plain text option of your communication.

Most email service providers generate a plain text version of your Email automatically or give you the option to create a plain text version in your Email editor.

  • Include a Call to Action.

  • Make it easy for your readers to share your email content by including social sharing icons and a ‘Forward to a Friend’ button.

The CAN-SPAM Act of 2003 mandates you include certain information in the footer of every email you send:

  • You must include your address in footer of the Email, whether it be a current physical address, a post office box, or a mailbox you’ve registered with a commercial mail agency.
  • Email service providers will normally automatically add this information in the footer of each message, but it’s your responsibility to be sure the address is current.
  • Each email must include clear instructions for unsubscribing from your list. Email service providers will normally add this link, but confirm it’s clearly visible and functioning properly.
  • Make sure your Email is mobile friendly and renders properly on all formats.

Test Your Email. Most Email service providers offer a method to send a test version of your email to yourself.

  • Double check the following in the test Email:
  • Proofread each line, from the subject to the sign-off, to identify errors.
  • Review the ‘from’ field and the ‘reply to’ address.
  • Check to be sure all images display well with the text and are visible.
  • Verify all links are working correctly.
  • Revise any preview text (normally the first 100 characters) will motivate readers to open the Email.

An Email Marketing program is responsible for every aspect of your list, and it's important to use a program you feel comfortable with. Investigate the platforms listed above and decide which one will work best for your situation.


You may want to take advantage of the Constant Contact free trial (no credit card required):

Top 10 Features of Constant Contact: