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10 WAYS EMAIL MARKETING PROVIDERS ARE DISRUPTING THE COMMUNICATIONS LANDSCAPE

 1. Home
 2. Email Marketing
 3. 10 Ways Email Marketing Providers are Disrupting the Communications
    Landscape

 * Posted on July 4, 2022
 * By Writer
 * In Email Marketing

Marketing trends come and go, but email marketing is here to stay. Email has
been the primary mode of communicating with customers and other stakeholders for
decades, and email marketing providers have only grown in sophistication and
capability since their inception. 

Email marketing has one of the highest ROIs in digital marketing strategies. And
with the correct email marketing provider, you can have more personalized
campaigns even with mass email sending. You can also save money on traditional
mass email marketing methods, which can be time-consuming and expensive,
especially for small companies.

 


WHO ARE EMAIL MARKETING PROVIDERS? 

 

Email marketing was once limited to large corporations with plenty of money to
invest in traditional methods of communication, such as phone calls and
face-to-face meetings. Email marketing has become a powerful tool for small and
medium-sized businesses to reach consumers and build their brands. Email
marketing providers offer a wide range of digital marketing tools that allow
these businesses to develop and nurture connections with their audience via
email, text, and social media.

Email marketing providers are the companies that offer tools and services to
help companies communicate with their audiences through email. Some popular
email service providers (ESP) include MailChimp, Constant Contact, and AWeber.
Other complete email marketing platforms with Customer Relationship Management
(CRM) systems like Hubspot, Salesforce, and Send-in-Blue.

Over the last few years, email marketing providers have emerged as a new breed
of communication providers with the ability to provide various email marketing
services cost-effectively. Email marketing platforms and service providers allow
companies to send newsletters, automate campaigns, and craft other email
marketing messages for their audiences. They also provide analytics so that
marketers can understand the impact of their email marketing efforts, and they
help companies build and grow their email lists.

An email is a powerful tool that allows businesses to reach customers without
interrupting their day and has the power to build relationships and generate
sales. Email marketing agencies offer a range of features that enable businesses
to reach their audience in new ways, including behavioral segmentation and the
ability to respond to individual emails rather than entire mass email marketing
campaigns. This tool can change how companies communicate with their customers,
generating deeper relationships and increasing sales.

 


THE KEY DIFFERENCES BETWEEN EMAIL MARKETING PROVIDERS AND EMAIL MARKETING
PLATFORMS

 

When choosing an email marketing provider, the first thing to consider is the
difference between email marketing platforms and providers. An email marketing
platform or ESP provides tools designed to make email marketing more accessible
for businesses to manage. Email marketing providers or agencies, on the other
hand, are businesses that specialize in offering email marketing as a service. 

The primary difference between email marketing providers and email marketing
platforms is that email marketing providers often offer software as a service
(SaaS) instead of a DIY platform. This tool allows them to customize and expand
on the features of their platform and services to meet the needs of the business
and email deliverability. With typical ESP or platforms, everything is built-in
and limited to their existing offerings.

 

Depending on the email marketing provider and the email marketing platform,
their differences can be vast. Professional email marketing providers can have
email marketing services no platform may ever provide, such as data validation
and multi-channel capabilities. Therefore, the critical difference between email
marketing providers and email marketing platforms will always be the services.

 


EMAIL MARKETING SERVICES AND TOOLS YOU NEED FROM YOUR EMAIL MARKETING PROVIDER

Typically, your business will need to send at least five types of emails;

 * Acquisitional – To build your email list
 * Informational – This includes newsletters and announcements
 * Promotional – To promote the business products and services
 * Re-Engagement – To increase retention and engagement
 * Transactional – Daily emails needed for standard business transactions

You will need to use every type of email at varying stages of your business life
and with different email marketing campaigns. You may have to change the email
type to suit the target audience and the business and campaign needs. Only an
email marketing provider can help you utilize all kinds of emails to suit your
business needs at every stage of your email marketing campaign. 

Email marketing automation is another tool that is necessary for modern email
marketing. Email marketing automation allows marketers to schedule email
delivery and create workflows for email marketing campaigns. The best email
marketing software also provides segmentation and personalization tools and
marketing automation.

Custom templates and other free email marketing tools like content strategy are
sometimes offered as bonus services by providers and can cost more on email
marketing platforms. An effective content marketing strategy is integral to
email marketing and should be the deciding factor when choosing an email
marketing provider. This means your email marketing provider should be able to
integrate your existing brand and digital marketing strategy into your email
marketing campaigns while matching brand voice and using AI-assisted data
analysis.

 


WHAT ARE THE BENEFITS OF USING EMAIL MARKETING PROVIDERS

 

Number 1; no DIY. No matter how many courses email marketing platforms provide,
there is too much time wasted on trial and error while you find your learning
curve and still have no list to show! As a new business owner without an email
list and seeking business clients, an email marketing platform is nothing more
than a waste of time and investment. Networking is one of the main strengths of
B2B, and using a platform alone negates that when their service focuses on mass
email marketing alone.

Add in the fact that many platforms don’t cater to all types of emails. You can
lose money without an email re-engagement strategy and boring email templates.
Email marketing providers only utilize the best email marketing tools and
software. Even with the best email marketing software, many platforms lack the
marketing automation tools to segment emails by behavior or device effectively.

 

Other benefits of using email marketing providers are;

 * Customized email marketing strategy
 * Integrated digital and content marketing strategy with your email campaign
 * No DIY analytics and segmentation
 * You are not limited to specific types of emails.
 * You get all the benefits of the best email marketing software and marketing
   automation tools without taking email marketing 101

 

The power of email marketing as a communications tool in business is undeniable.
Today, many sophisticated tools are available to help businesses communicate and
build relationships with their customers efficiently, effectively, and
inexpensively. Some of the best email marketing providers in the industry offer
email marketing as a service, while others incorporate email marketing
specialties, such as software or custom email marketing tools.

 


NEW EMAIL MARKETING TOOLS AND COMMUNICATION TECHNIQUES

 

It’s easy for new and even established business owners and marketing teams to
get confused by the plethora of email marketing tools, terms, techniques, and
service providers. And with so many email service providers vying for your
consumer and business data, email marketing automation innovation and data
protection should be the focus in 2022. However, those aren’t the only email
marketing tools and strategies that led to successful email marketing
campaigns. 

 * Mobile Optimized Emails – Since almost 60% of emails are being opened on
   mobiles first, mobile-optimized emails are quickly becoming the norm in many
   email marketing campaigns.  
 * Cold Outreach Techniques for Acquisition Emails – One communication technique
   that is gaining traction when building email lists is using cold outreach and
   not just in Business to Business (B2B) operations. 
 * Marketing Automation for Email Re-engagement Strategy – Many marketing
   platforms leave email re-engagement strategy up to you. Still, those using
   the best email marketing software always account for email re-engagement and
   retention strategies.
 * Animated Content – First, it was images, videos, and infographics; now, it’s
   animated GIFs and emojis. Email audiences now prefer fewer words and more
   visual and animated content.
 * Behavioral Profiling – Personalization using basic demographics is now old
   school. The new school wants to know how the customer feels today and how to
   interpret their mood to match the email marketing campaign.

 

The funny thing about these new techniques and email marketing tools is that
they are driven by analytics collected by email marketing platforms but designed
by email marketing agencies. As you can see, email marketing platforms alone
cannot give you a winning campaign without the innovation of an expert from an
email marketing provider. Alone, you can only do so much with the best email
marketing software. Still, by partnering with an email marketing provider, you
will be able to maximize the functionality of the email marketing tools and
boost customer communication.

 


10 WAYS YOUR EMAIL MARKETING PROVIDER CAN BOOST YOUR CUSTOMER COMMUNICATION

 

Business owners today have a wealth of options when communicating with their
customers. From traditional methods of the telephone to advertising to social
media, and now even influencer marketing, there are several ways to reach your
target audience. But email marketing has always been of the most cost-effective
ways to connect with your audience and one of the most personal.

Here are ten ways email marketing providers are driving the customer
communications landscape: –

 


ANALYTICS FOR SEGMENTATION AND PERSONALIZATION

Platforms go on and on about the availability of analytics, but without a crash
course in email marketing, those reports mean nothing to the average small
business owner. This is why investing in an email marketing agency is the more
intelligent choice regarding analytics. The right email marketing agency will
also help make sense of behavioral and cross-channel analytics and give you
better personalization, segmentation, and targeting.

 


EMAIL MARKETING AUTOMATION

Another feature that can make your head spin is setting up automated email
workflows. They work great, in theory, once you know how to manage your
platform, segment your list, and know the right triggers to use. Too often, you
don’t and can end up sending emails to the wrong person at the wrong time. The
best thing you can do for your business is let the professionals handle this.

 


EASIER DIRECT RESPONSE

Email marketing automation should give you that one-on-one personalized response
once you set it up correctly. However, it is not always the ideal way to handle
B2B clients. With progressive profiling, you can get personalized responses
based on their actions and previously collected behavioral data, which is
perfect for being ‘on the pulse’ of your industry.

 


PUSH OMNICHANNEL MARKETING CAPABILITIES

Email is adaptable, and there is a myriad of ways in which it can be utilized in
an omnichannel marketing strategy. From mobile-optimized emails to programmatic
display ads, emails can be paired with various content marketing and digital
marketing strategies. 

 


TAKE THE GUESSWORK OUT OF A/B TESTING

Much like analytics, A/B testing availability on a platform is only more
time-consuming work for you. By partnering with an email marketing agency or
provider, there will be a limited need for extensive A/B testing. Saving you the
crucial time and money you’ll need to run your business and get ahead of the
competition.

 


DATA VALIDATION AND HYGIENE

Not everyone you sign up with is supposed to be there, and not everyone on your
list is exactly who they say they are. Mistakes happen, and fake email addresses
and names are common. Data validation ensures your email list gives you value
for your marketing efforts. It should be an available service from your email
marketing provider.

 


LEAD SCORING

For any email list to be of value, there must be buyers. Lead scoring helps you
identify those buyers and how much they may be worth to your business for a
lifetime. This is one service you need an email marketing provider for. (DIY at
your own risk)

 


CUSTOMIZED CONTENT AND LAYOUT

Do your customers prefer dark mode? Then get an email marketing provider to
create content that works in an unclear way. Get customized design layouts that
are mobile-friendly and responsive for your next email marketing campaign.

 


AVOID SPAM FOLDERS

Email marketing is permissions based due to marketing ethics and spam laws.
Therefore, any email marketing provider that focuses on double opt-in techniques
and uses email authentication and filtering methods to verify email addresses
will keep your business from spam folders.   

 


MAXIMUM PERFORMANCE WITHIN BUDGET

You need value for your money. You usually have to do more and spend more to get
more from an email marketing platform. In contrast, email marketing providers
can give you maximum email performance (and you do less) for your budget.

 

 

The main reasons behind email’s longevity are its versatility and ownership. The
versatility of email allows email marketing agencies to utilize the tool in
various ways to adapt to almost every digital marketing campaign. And because
you own your email list, you need to ensure those on your email list stay and
continue to support your business for a long time. 

 


TRY OUR EMAIL MARKETING SERVICES

Email marketing providers have improved the way businesses communicate with
their customers by providing them with various email marketing services at a
cost that is cheaper than many digital marketing methods. And with companies
like FrescoData leading the way with innovative email marketing software and
services, starting your list and the first email marketing campaign will soon be
more accessible than ever. This evolution in the email marketing landscape has
led to greater customer engagement, higher conversion rates, and lower costs per
acquisition.

We provide a suite of better email marketing services than any platform, and you
don’t have to build and manage your campaigns yourself. By leveraging the power
of data and artificial intelligence, we can deliver the highest-quality email
campaigns in any industry. We have even partnered with Salesforce to
revolutionize their email marketing campaigns.

Due to our omnichannel marketing experience and data-driven marketing
foundation, we can provide a higher level of customization when designing,
creating content, and targeting your email campaigns. You can have a
personalized email marketing campaign to fit your brand and your target audience
instead of relying on generic templates to generate high-quality engagement.
Regarding B2B email lists, FrescoData is the industry leader, providing you with
access to key decision-makers and not just generic company email lists. 

Through our data enhancement services, get your email lists clean and optimize
with lead scoring. From design layout to content strategy, we work with you to
provide your business with the ultimate email marketing solution. Talk to one of
our experts today.

 

 

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