What the Best Email Marketing Service Should Do for You

HINGHAM, Mass. - July 31, 2023 - PRLog -- When you think of the best email marketing service, the system you use is irrelevant without a team or agency behind it that knows how to use it. At Mequoda, we, and most of our publishing partners, use WhatCounts for email management, an experienced and highly rated email service provider.

To summarize the technical side of what we think the best email marketing service should do for you: Your website and your email system need to compliment one another. If you want to know which emails perform best and why, you won't get that from an email service provider alone. This is where you need a full service Email Marketing solution that can help you optimize your email program, and, eventually, increase sales.

Strategy to Look for in the Best Email Marketing Service

So, you have the technology in place (or at least know what you want), and now you're looking at email marketing agencies. If you're a publisher, you can skip right over 99% of the email marketing service agencies out there because most know how to create campaigns that offer 50% off sales, and Cyber Monday specials, but they don't know how to sell memberships or subscriptions. Even if they do, they don't know about the dynamics of offer testing, which is necessary for a publisher.

Does Your Email Marketing Service Do Offer Testing?

Let's say your goal is to increase memberships to your all-access magazine product. You can run one offer for four weeks, such as 30 Days Free, and run a different offer for the next four weeks, such as $10 for the First Year. The reason we suggest sequential testing is because of the multi-device nature in which consumers engage with our content.

Split-testing is another route, where the offers tested are run out to two segments of equal size for promotional Spotlight emails. This email-only offer is usually a sale or a survey that is not available to web visitors. It is often offered for a limited time so that urgency can be part of the multi-effort campaign.

Does Your Email Marketing Service Practice Content Testing?

What we do for our publishing partners is develop, schedule, deploy, and analyze these campaigns. For example, let's say you're sending ten promotional email Spotlights in a two-week cycle. After completion of this period, you'll identify the five best performing spotlights and the five worst-performing spotlights. Keep the five winners and include them in the next 2-week email cycle, and replace the five losers with brand new creative. Then, rerun the cycle to see who the winners and losers are, and repeat.