Email Marketing Automation Software – 2018 Buyer’s Guide

In this video I’ll be covering the five
things that you need to consider whenchoosing an email marketing system. Now
normally this is the part of the videowhere people ask for subscribes and
hitting the bell notification icon. You could of course, but what I think would
be more valuable is if you actually signup for my email marketing newsletter.
You’ll get information on when newvideos like this are released and then
also information on when my weeklyoffice hours are – where I answer your
questions live. This video is meant to bemore of an overview and I’ll be
releasing videos in the coming weeks onthe specifics of some of the software
mentioned. So let’s get started. The number one thing to consider when
choosing an email marketing system iswhat is your use case? If you have a
ecommerce store you’re going to wantsomething that allows you to integrate
with WooCommerce or a Shopify orwhatever your cart system is. Some key
features to look for here are shoppingcart abandonment, replenishment emails,
and recommended products. MailChimp issuch a big player in the marketing
automation world that they can offersome of these services, but you may also
want to consider something that’s gearedspecifically to e-commerce such as
Remarkety or Klaviyo. If you sell digital products you may
want to consider Infusionsoft, Ontraport,or clickfunnels.
Kartra is a brand new option fromthe creators of WebinarJam and I look
forward to doing an in-depth review ofthis product as well. These systems can
actually replace your shopping cart insome cases. If you’re an affiliate
marketer you’ll want to pay attention tothe prohibited use cases for any
platform that you choose. For instance, ifyou’re considering MailChimp as an
affiliate marketer, you can read thisfuzzy language about what is not allowed:
Which is affiliate marketing and what isallowed which is affiliate links. I’m
still wildly confused as to what whatthey’re talking about here. OR you can go
over to GetResponse which actually hasa landing page dedicated to affiliate
marketing. If you’re a content creatoryou may consider ConvertKit they have
features that are dedicated to bloggersand youtubers such as offering a content
upgrade through the form submission. If you have a multi-touch sales pipeline
you might want to consider somethingthat connects
your CRM. Some CRMs now offermarketing automation such as Salesforce,
and Zoho. Some email automation systemsnow offer some CRM features such as
ActiveCampaign, SharpSpring and HubSpot. A couple key features to look for here
is lead scoring and syncing with yourhuman-generated
emails. Now the second major factor toconsider is integration with your
existing marketing channels. This includes phone, SMS, webinars, your
existing website, and your PPC marketinglet’s start with phone if you’re logging
a bunch of phone calls with somethinglike RingCentral it would be nice to get
that information back into your CRM theCRM first solutions like Zoho and
Salesforce make that easy. Email oriented platforms fall short as follows:
With sharp spring you can’t even look upa phone number through the search box. In ActiveCampaign you can use the searchbox to look up a phone number but you
can’t do it through the API to log thephone calls automatically. In HubSpot you
can place calls from within the HubSpotsystem but it doesn’t allow for easy
integration with RingCentral. You couldpotentially develop your own software or
use a third party because the HubSpotapi does allow you to search for phone
numbers. Related to phone would be SMS messaging. Many email providers allow you
to have SMS access for an additionalprice such as SendInBlue and ActiveCampaign, others will allow you toconnect through Zapier to Twilio which
is a SMS messaging service. If you planon doing webinars you might find get
response to be a strong value add. They provide email marketing automation as
well as webinars for the same price assome companies charge just for the
webinar software. If you rely on contentto drive inbound traffic then website
tracking will be important to you thisallows you to see which pieces of
content brought different leads in andcan allow you to adjust your content
marketing priorities. Some key things tonote here is that MailChimp doesn’t
offer website tracking. ActiveCampaign does offer website tracking, but it’s
only from the point in which the usersubmits a form. So what that means is
that if theycame in on a specific page and then
visited a few other pages and thensubmitted the form you’d only understand
which page they came in from the pointin history after when they submitted the
form. HubSpot Autopilot Drip and SharpSpringallow you to see a broader
picture and connect the previouslyanonymous website visits with a user
once they’ve been identified. The last thing we’ll look at regarding your
existing channels is your pay-per-click marketing. If you’re using Adwords
Zoho and SharpSpring have strongAdWords integrations. If you’re using
Facebook there’s a couple of levels ofintegration to consider. One is Facebook
lead ads. These allow you toautomatically populate the user’s name
and email address from a Facebook ad. Some email systems tie directly into
Facebook some require a third party bridge. The second level integration to
consider in facebook is the custom audiences. These allow you to take a
group of emails and target themspecifically on Facebook. For a custom
audience to run the minimum size is ahundred but the recommended size is a
thousand because not all of yourcontacts are going to match up with
Facebook users. ActiveCampaign, AutopilotDrip, HubSpot, and MailChimp all offer
Facebook custom audiences. The third thing that we’ll look at is features. A
major thing to consider is if itincludes the website form or if it
integrates with a third party form. This is because this is how a majority of
your email list is going to be populatedthey’re going to come in to your website
and fill out a formSo some email providers do offer form
embeds and some do not. A more advancedfeature when looking at form embeds is
the progressive or two-step form. This is usually attached to higher priced
software but is something that’savailable with HubSpot, Infusionsoft,
ClickFunnels,Pardot, and Marketo. A natural extension to
forms is landing page builders. This is something that might be included in your
email software or something that youwould want to use a third-party for.
Mobile apps might be another featurethat you would want to consider. This
would allow you to collect contactson-the-go, review statistics, and send
emails from your mobile device. MailChimp, Aweber, and GetResponse lead the pack in
the mobile app functionality. The fourth thing to consider is customer support.
This could be none, this could be chat,email, or phone, or a dedicated Account
Manager. Some services that lead the packin customer support are GetResponse
with 24/7 chat support, Aweber with livephone support seven days a week, and
Campaigner with 24/7 live phone supportThe fifth and last thing to consider is
price. MailChimp actually has the mostusers because they offer an extremely
generous freemium model where up to 2000subscribers are free, but you’ll note
once you get up to 10,000 subscribersthat some of the differences in pricing
start to even out and most everyone’sare around the under $100 level. Note
that the prices listed here are baseprices and some of the functionality
that we have mentioned may be includedin some higher packages. You’ll see that
HubSpot stands out because they areincluding a lot of other additional
services compared to the other emailproviders. This includes landing pages,
CRM, forms, and website as an all-in-one serviceTo download this pricing chart
visit the article at tekrific. com . So now that you know what to look for which
software you choose is going to depend alot on your use case. Refer to the text
in the description below for myrecommendation. Have additional questions?
leave those in the comments section below. Also comment on which solution you
chose and why and lastly subscribe tothis channel for other business software
reviews and tutorials. Thanks for watching.