In a post at the MailChimp blog, Goat Milk Stuff cofounder PJ Jonas said that while she and her husband Jim (and their eight children, who also help run the company) diligently collected emails during trade shows, they wanted to expand without compromising their business’ approachable, family-friendly values. Surprisingly, email marketing allowed them to do both.
In addition to satisfying legal requirements, email service providers (ESPs) began to help customers establish and manage their own email marketing campaigns. The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight and assistance with deliverability issues for major email providers. They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages.
Marketing is a different world from the one that existed a few decades ago — more than that, it is different from the way it was even a few years ago. Modern technology has changed so much about the way that people go about everyday tasks that it now permeates everything that they do. As a result, when trying to reach people through sales and marketing, it should come as no surprise that technology is an integral tool to use.
AdRoll is a high-performance digital marketing software focusing on retargeting. Founded in 2007, it is packed with features for segmentation, cross-device reach, predictive buying, and social targeting. These tools are what allows the software to collect, analyze, and act on customer data with just a few clicks of a button. AdRoll offers four monthly pricing plans for new businesses, emerging businesses, evolving businesses, and expanding businesses ranging from $300 to $10,000.
Zaius is a CRM & Marketing Automation platform built for ecommerce brands. By combining a single customer view, real-time, multi-channel marketing automation, and cross-channel attribution, Zaius empowers marketing teams to drive more repeat purchases and maximize customer lifetime revenue - without any IT support. It’s the first CRM built specifically for B2C marketers.
3. Sending limits – My biggest pet peeve with SendinBlue is the limits they impose on how many emails you can send. Unlike most marketing automation tools that limit the number of contacts you have, SendinBlue limits the number of emails you can send. While it appears to be a monthly limit, it’s actually a daily limit (the monthly limit is divided by 30). This has caused us several issues when going over our quota has meant emails end up being put on hold until the next day.
Ask a stimulating question. Ask your subscribers a question and invite them to reply to your email to answer. You could ask what they’re struggling with (related to your topic), how they found your site, or what challenges they’re facing right now. This information is also marketing gold for you — it gives you ideas for more autoresponders, blog posts, podcast episodes, and other content.
We were really impressed by the ExactTarget demo at Dreamforce (the company was recently acquired by salesforce.com). One thing that stood out to us about ExactTarget is the system’s ability to target communications over multiple channels. Most marketing automation tools focus on email, but ExactTarget goes beyond that and lets you target mobile app notifications, or even messages to the dashboard of a customer’s car (if, for example, you were a car manufacturer).
Constant Contacts is an email marketing service, created to strengthen email marketing practices of small businesses, associations, nonprofits organizations, etc. It offers WYSIWYG editor to create an email campaign, secure contacts list management, social stats reporting tools, images/texts import feature, real-time tracking of your email campaign, etc.
Optimizely is an online marketing platform focusing on website development. Having served more than 6000 companies, they optimize and streamline digital experiences for businesses and customers alike. The software offers behavioral audience targeting and analytics tools to help you take out the digital guesswork and create smarter business decisions based on hard facts. It is also backed with an enterprise-grade security system to keep your data protected. For pricing, they offer three quote-based subscription packages based on your business’ needs.

LeadSquared looks interesting – although I can’t quite figure out what differentiates it from other small business marketing automation software. Out of interest, what separates B2C vs. B2B marketing automation from a software vendor’s point of view? I.e. what’s different about the software that gears it towards B2C companies opposed to if you were targeting B2B clients?
Use personalization. Personalizing the content of your emails (depending on your segment from Chapter 3) will make it so much more relevant and valuable to them. Personalization goes beyond sticking your subscriber’s first name into the email. You need to tailor the actual content of the email to address their needs. For instance, an online retailer will find it much more valuable to read an email with the subject line, “How to build backlinks to your eCommerce store” than just a generic subject line, “How to build backlinks.”
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