According to statistics, email marketing is the communication channel with the highest ROI(Return Of Investment) thanks to which you can send direct communications to your subscribers quickly and easily. It also allows you to generate new leads and retain existing customers.

This is precisely why it is essential to integrate it within a complete and functioning marketing strategy. For the realization of a good marketing strategy, it is essential to use software that makes your work easier and faster.

But how do you choose the right email marketing software for your company’s needs? We’ll explain it to you!

What features should a good email marketing software have?

There are several software packages on the market for sending mass e-mails, each with different features, functionalities and prices. Below we list the most important functionalities that an email marketing platform must have in addition to, of course, sending emails.

Sending double opt-in emails

Sending double opt-in e-mails to confirm the use of personal data by the user is always a good practice to follow.

This is precisely why the email marketing software you choose should automatically send double opt-in emails to all those who fill in your forms within your communication channels.

Read the article on 4Dem to learn more about double opt in emails.

Lead Generation Form Generator

The basis of any email marketing campaign is the collection of contacts, which is done through a lead generation strategy that must, of course, be GDPR compliant.

But how to do this? By integrating acquisition forms and pop-ups into your website or by creating landing pages where you can offer exclusive content and encourage users to leave their contact details.

A good email marketing software should have tools and functionalities that allow you to implement a strategy to increase subscribers to your email and SMS list.

One example is 4Dem, the Italian email marketing platform that allows you to manage the entire sales funnel in a single solution. Thanks to this software, you can not only send e-mails and SMS, but also create a real lead generation strategy.

With 4Dem you can create lead generation forms and pop-ups that can be easily integrated into your website to collect contacts for your newsletter and landing pages where you can show all the benefits to those who sign up. All this can be done quickly and easily thanks to the Drag & Drop editor which, without knowing or using programming codes, allows you to create forms and landing pages.

Automatic Flows

The advantage of an email marketing platform is that it saves time. Precisely for this reason, good software must have within it the possibility of automatic flows that are triggered when a user action is triggered.

By setting up email or SMS marketing automation within your website or e-commerce, you can send the right email at the right time, making the user feel important and fostering loyalty.

Database segmentation for customized mailings

Every person is different, with different tastes and needs. Precisely for this reason, your communications must be customized according to their preferences. But how to know them in order to differentiate your mailings?

Here database profiling and segmentation come to your aid. Using good email marketing software, you can profile your subscribers by sending them specific campaigns based on their interests and customize your communications by addressing them directly and automatically.

For example, with 4Demyou can automatically segment your database by using special behavioral tags to be inserted into the links of your newsletters. These will allow you to profile your contacts on the basis of the clicks made on the sent communications, enabling you to realize increasingly personalized and targeted mailings.

What are the factors to consider for good email marketing software?

Now that you know all the main features your email marketing software should have, we will show you the main factors to consider when choosing a good email marketing platform.

GDPR compliant

The most important factor is definitely full compliance with privacy and data protection regulations. In fact, the moment you start handling the personal information of your users, you have to make sure that the platform you use guarantees data security.
Therefore, avoid using platforms that do not allow you to control, in full compliance with GDPR regulations, the collection of contacts and the management of double opt-in emails.

Deliverability

Anyone who relies on email marketing software expects all their communications to reach their destination. This is why it is crucial to make a point of the deliverability of the platform, i.e. its ability to deliver all emails to contacts, avoiding the SPAM box.

Good deliverability guarantees high coverage and a good open rate. Software that guarantees good deliverability equals optimal service, as it allows all your communications to arrive at their destination.

Cost of Use

Last but not least, the price of a service is certainly the first thing that is evaluated when making a choice. The first choice is likely to fall on free software or plan, but are we sure it is the correct one?

In fact, opting for a platform or plan mainly for low or no cost is not a useful choice. This is because low prices and free service do not guarantee full functionality useful for a complete strategy.