Marketing Trends 2011: 3 Factors to consider for Email Marketing Tools

Mike Hanbery - 11.26.2010 7:03 AM

I was recently part of an online discussion in a LinkedIn group about Email marketing  tools. Recommendations and insights were sought to aid the comparison of ExactTarget, Constant Contact and MailChimp.

(Disclosure: Webolutions uses ExactTarget. We also manage client accounts on ExactTarget and Constant Contact.)

All of the responses were thoughtful and each endorsed a service based on ease of use and design options.

Choosing an Email Marketing Tool

Especially if you're doing it yourself, ease of use is essential. We wouldn't be much of a design company if we didn't stress the importance of...well, design. So, yes, the appearance of all of your outbound communications, emails included, should be consistent with your overall brand image. Your colors, your images, your fonts, etc.

But that's not the end of the equation. As with everything in business, its essential to put yourself in the shoes of your customer. Why does she subscribe? What will cause her to open the email? What specific action do you want her to take once she has opened it? Is it easy for her to take that action? How does that action benefit your business?

A couple of the less obvious but critically important elements of email marketing systems are:

Email Analytics

All data are not created equal. Some email services go beyond open rates, bounce rates and click-throughs. How "deliverable" is your email?

Integration with Social

Email is, by definition, a social medium. Yours should enhance your overall online presence by integrating seamlessly with major Internet social networks. 

Integration with Mobile

Mobile is now. Smartphones and tablets are becoming more robust, more capable and more prolific. In 2011, "going to where your customers are" means reaching them while they're on the move. I could go on, but you probably need to take a moment to "check in" to the establishment you just entered and send a text your friends that you've arrived. Does your email system include and integrate with a mobile marketing presence?

Why You Care

Broadcasting to an empty channel is a waste of time. Without goals there are no successes. Success in business is inseparable from quantitative metrics. Choose a system that fits your capabilities, yes, but that can enable you to grow, and that can grow with you.


Are you happy with your email marketing? What do you use? What do you wish it did? What would cause you to make a change?

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