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Numerous forms of digital marketing deliver unique, meaningful benefits to brands that utilize them. Social media marketing allows for quick and easy access to a wide variety of users on a multitude of social media platforms. PPC advertising via search engines offers a specific opportunity to target individuals based on their current interest. Yet it is email marketing that continues to remain the most effective form pound-for-pound.

The right email marketing platform allows brands to seamlessly integrate contacts, manage campaigns, collect customer data and optimize the entirety of their digital marketing campaigns. With so many options available, which one is right for you?

Let’s review the criteria you’ll want to consider when choosing the best email marketing solution for your brand’s needs.

Consider Integration

Chances are that your email marketing platform won’t be the only set of tools you’ll be using to engage in digital marketing. As such, how well your email marketing solution integrates with social media, customer relationship management tools and other vital aspects is a crucial consideration.

There are many options available for those seeking to integrate their email solutions with other apps. PieSync, as one example, offers a variety of integrations between many commonly-used brand solutions. They also offer advice on which email marketing services you should use, whether it be AWeber vs MailChimp, SendInBlue vs GetResponse, and so forth.

Mobile Compatibility

Given that almost half of people now check their email via their smartphones on a regular basis, mobile compatibility is a massive consideration for any email marketing platform. Some platforms are basic, offering plenty of analytics power (but little to no mobile accommodation). 

It’s crucial to invest in an email marketing platform that offers mobile-friendly campaign templates, as well as integrated options for readers to select their preferred email format. Without a mobile-friendly email campaign, many people who open your emails will never actually look at them.

Scalability

How easily can an email marketing platform be scaled up, depending on your needs? This is a major consideration before committing to any solution. 

Thankfully, most email marketing solutions allow for quick and easy upgrading of plans depending on subscriber count and required functionality. Nevertheless, it is important to verify that your choice has the features you need and that you can easily continue to grow your marketing presence over time (click here to see top available email marketing platform features in 2020).

Pricing

Last but not least, pricing is a big consideration with email marketing. Given that the only tangible cost to this form of digital marketing is your plan’s monthly or annual cost, shopping around for the most cost-effective solution is recommended. 

There may be seemingly good deals out there that could quickly become money-sinks. For instance, one platform may offer free access for up to 500 email addresses while another offers the same for up to 1,000, but the latter’s price tag may be twice as much once you reach that threshold. With so many email marketing solutions, there is no excuse not to shop around and find the best deal for your exact needs.

Email marketing remains a highly-effective, affordable solution for brands of all sizes. However, your efforts will only be as good as the platform you use to reach audiences. By considering these four elements carefully prior to any commitment, you’ll avoid the pains associated with poor email marketing functionality and performance.