Let’s talk about the elephant in the room: email marketing software (or email newsletter software). It’s the engine that powers your newsletters, your campaigns, and for many people here, a big chunk of your revenue. But here’s the kicker: not all engines are built the same. So, how do you choose the right newsletter software? How do you pick the one that won’t sputter out when you hit the gas?
Here are nine questions to ask that’ll steer you right.
How Much Are You Willing to Spend?
Budget matters. You want the best bang for your buck, but you also don’t want to skimp on features that could boost your newsletter game. Prices can start as low as $10 a month (some companies even offer free, but limited, versions of their platforms), but remember, you often get what you pay for.
Pro Tip: Don’t just look at the monthly subscription fee. Consider the long-term investment and any additional costs like extra features or add-ons that might come up down the line. What will the cost be when your mailing list grows?
Is the User Interface Grandma-Friendly?
Ease of use is king. A complicated interface will only slow you down and frustrate your team. You want a platform that’s intuitive enough for anyone to navigate, whether they’re tech-savvy or not.
Pro Tip: Many platforms offer free trials. Use this time to dive into the interface. Can you easily find what you need to create a killer newsletter? If not, you should look elsewhere.
Does the Software Integrate with Your Current Tools?
Integration is the name of the game. Your email newsletter software should play nice with your existing tech stack, whether that’s your CRM, e-commerce platform, ad-tools, automation tools, or analytics tools.
Pro Tip: Check out the list of native email marketing integrations and tools offered by each platform, and read user reviews to gauge how well they actually work. The last thing you need is a software that promises compatibility but delivers headaches.
What Kind of Automation Features Are Available?
Automation can be your best friend when it comes to sending newsletters. It takes care of the repetitive tasks, freeing you up to focus on content and strategy. But not all automation features are created equal. We’re talking things like welcome sequences, automated list cleaning, automated A/B testing etc.
Pro Tip: Look for platforms that offer automation email templates specifically for newsletters. This can save you a ton of time and keep your content consistent.
Are There Customizable Templates?
Templates can be a lifesaver, especially if you’re not a design whiz. But you also want to make sure these templates offer enough customization to make your newsletters uniquely yours.
Pro Tip: During your free trial, play around with the templates. Are they flexible enough to let your brand shine through? If they’re too rigid, that’s a red flag.
How’s the Deliverability Rate?
Deliverability is crucial. It’s the metric that tells you whether your newsletters are hitting inboxes or getting lost in the void of the spam folder.
Pro Tip: Look for platforms that specialize in high deliverability rates for newsletters. This ensures your carefully crafted content actually gets seen. If you can’t find this information on the platform’s website, message their support team about this.
What Analytics and Reporting Are Offered?
Data is your guiding star. Good newsletter analytics can tell you what’s resonating with your audience and what needs tweaking. Make sure your platform offers detailed analytics specifically for newsletters.
Pro Tip: Real-time data is invaluable. It allows you to make quick adjustments to your strategy, ensuring your newsletters always hit the mark.
How Responsive is Customer Support?
When you hit a snag, you want customer support that’s more human than chatbot. A quick and helpful response can be the difference between a successful newsletter and a flop, especially when you’re first setting things up and trying to get things working smoothly.
Pro Tip: Test out the customer support during your free trial. Send in a query and see how quickly and effectively they respond.
Can the Software Scale as Your Newsletter Grows?
Your newsletter (hopefully) won’t always be a small operation. As you grow, you’ll need software that can keep up without requiring a complete overhaul.
Pro Tip: Look for platforms that offer easy scalability. Can you easily upgrade your plan to accommodate more subscribers or advanced features? Think ahead to systems and integrations you may want to introduce 12-24 months from now.
Choose Your Email Newsletter Software Wisely
Choosing the right email newsletter software is a commitment, not a fling. Do your due diligence, ask these questions, and don’t forget to take that free trial for a spin. Ready to make a choice you won’t regret? Go ahead, take the plunge.
Spend some time watching walk-through videos on Youtube, read plenty of reviews, ask the company for a demo, and make sure you’re 100% sure you’re choosing the right email newsletter software from day one.
