Inbound Marketing Blog | Inbound

Five characteristics of the best email marketing software

Written by Steven Male | Jul 7, 2017 2:00:00 AM



Finding the very best email marketing software is nowhere near as simple or straightforward a proposition as a lot of people make it out to be.


In fact, with so many different options available to pick and choose from this selection process can be downright difficult – if not impossible – unless you know exactly what to look for when it comes to the characteristics that all of the truly great email marketing software options offer.


If you really want to get your hands on only the best email marketing software, the kind of email marketing software that can transform your business almost overnight, you’ll want to be sure that you get your hands on software that has as many of these five characteristics as possible.




Email marketing can be, very, very complex – especially when you start to target your lists, segment your customers, and create in-depth marketing campaigns that run into and out of one another – but you need a software system that is as simple and as straightforward to use as it can possibly be.


Simplicity is the name of the game when it comes to marketing software. You need a system that effortlessly integrates into your marketing workflow, a system that you can get up and running immediately rather than one that forces you to learn complex tasks all over again, and a system that is going to work with you rather than fight you every step of the way.




The best email marketing software solution are also going to be effortless lightning fast to deploy.


You need a system that can be signed up for and set up in an hour or less, a system that you can start to utilize right out of the gate, and a system that allows you to begin collecting contact information and sending email messages out just as soon as humanly possible.


Speed of marketing is incredibly important today, especially since we are talking about such a competitive business environment across all markets. You just cannot afford to let your competition get even just a bit of a head start on you or you may never be able to recover.


Email marketing needs to be lightning fast to be effective. Look for platforms that are flexible and adaptable, but platforms that also let you create more complex and more involved marketing strategies funnels as necessary.




The more you are able to target your marketing the more successful it is going to be, and the best email marketing software options available on the market today give you the opportunity to segment your customer lists and your marketing funnels in as many different ways as you wish to.


You simply cannot afford to “shotgun market” the way that big businesses with bottomless marketing budgets advertise on a day to day basis. For starters, businesses that try to be everything for everyone inevitably get lost in the shuffle and lose out to businesses that specialize. Secondly, this kind of marketing requires a tremendous amount of capital and involves a tremendous amount of waste – something that startup businesses and small businesses just cannot afford.


By segmenting your list you’re going to be able to utilize the best email software to create multiple campaigns and multiple advertising messages to all of your customers, really catering to their wants, their needs, and their desires all at the exact same time without getting any of your messages crossed along the way.




You obviously need to measure as many aspects of your marketing as possible so that you can test new approaches, new offers, and new marketing elements. The best email marketing software is going to include as many of these analytics tools as possible, letting you really dive deep into the statistics behind the success or failure of your email marketing so that you know exactly what needs to be changed to improve the results that you are getting.


Sure, there are third-party analytics tools out there that may be able to be used in conjunction with your email marketing software. But you want to be able to utilize the data in as many ways as possible, and a reliable and reputable system is going to have analytics tools baked right in.




Finally, you want to be able to enjoy as much flexibility and extensibility as possible from your email marketing software.


The best tools on the market today are tools that can be utilized with your web host, your social media marketing, your payment processing gateways, your online and off-line marketing tools, and a whole host of other business building solutions you are already utilizing.


Different marketing tools have different APIs and different “hooks” that allow this kind of software to be used in a variety of different applications. The best options are going to give you as much flexibility and extensibility as possible.


HubSpot actually offers all of the above features flawlessly - if you'd like to know about how this all works consider downloading the Inbound Marketing Checklist


Also considering reading:


Six insanely effective small business advertising tactics.


Should you invest time and money in email marketing services?


Why digital marketing agencies always one-up an in-house team