Emails have been and remain a powerful marketing tool that can boost your sales immensely if you use it right. Salesforce states that the average return for email marketing is $38 for every $1 invested in the campaign. And, while many can argue that they barely check and read their emails, the reality is the opposite: 91% of respondents from a Marketing Sherpa study claimed they wish to receive regular promotional emails from the companies.
But that doesn’t mean you ought to spam your customers with regular emails – the trick is to send the right email at a right time to a right user. In addition to that, consider numerous email marketing strategies, like:
- Abandoned cart emails
- Optimization for mobile
- Proper timing
- Gift giving
And many more. Luckily, the majority of email marketing services has a variety of in-built marketing tools and features that help automate your marketing strategy and keep a track on advanced analytics.
A tech expert from Onilab company reviewed five services and gave an expert opinion on each one. Below you will see the most used and known email services for e-commerce platforms.
Table of Content:
- Oracle Responsys
This email marketing platform is beloved by marketers for its rich functionality, extended capabilities, and flexibility in terms of customization.
Oracle Responsys offers omnichannel delivery and allows to tailor campaigns to look and perform perfectly on both web and mobile devices. Another important advantage is that the platform is scalable and thus fits businesses of any size. Responsys puts an emphasis on its ability to individualize any email on all the levels, from imagery to the actual content.
This service would work best for big corporate clients. Its main advantage is a huge variety of different features, like work with SMS or preliminary email rendering on different devices. Responsys does not have a Magento extension, which is quite a disadvantage if your store runs on this platform. However, this issue can be easily fixed due to the ease of integrating Magento with third-party services like Oracle. Overall, it’s flexible, scalable and very customizable, so I’d recommend Responsys for sure.
Being called a “MailChimp on steroids” by Luke Ives Pontifell (President of Thornwilow Press), Dotmailer is another efficient email marketing service, that is designed for e-commerce and also comes with ready Magento extension.
Dotmailer has a number of extensions for the leading e-commerce platforms and ERPs (Magento, Shopify, MS Dynamics). The platform offers an incredibly easy, drag-and-drop type of email building and can automatically resend the emails at a time when they are most likely to be read. Dotmailer also has a split-testing feature that allows testing different elements of an email, and the service independently identifies, which creative works best.
This service has a clear interface and a simple email builder, so it’s quite easy to work with it. But one of the flaws is that the integration with Magento 2 is not so smooth. Another flaw is that certain functions are available only upon addressing the Dotmailer directly, i.e. the function of autoresponse.
MailChimp is one of the most well-known marketing automation platforms that can be integrated with numerous platforms. In addition to email marketing, the platform also helps you with Facebook, Google and Instagram ads, landing pages, and postcards.
The MailChimp email marketing includes a variety of options, for example:
- RSS-to emails
- Welcome emails
- Abandoned cart emails
- Order notifications
- Product follow-up
As well the platform provides A/B testing and advanced analytics to track your campaigns and see what works best for you. Because of MailChimp proven reputation and excellent performance, it remains one of the most preferable email marketing services.
MailChimp is another efficient service for email marketing. It has a very varied functional, convenient email builder and allows up to 2000 clients in its free subscription plan. However, the service can “freeze” your account if they decide so, which is very inconvenient.
Remarkety is designed specifically for e-commerce and contains all necessary tools to decrease abandoned cart rate, retain customers and increase personalization. The platform allows you to send intelligent and highly personalized emails, based on customer data and purchase history.
Due to accurate customer segmentation, Remarkety offers a 100% individual approach towards every shopper. The platform features include personalized email coupons, product recommendations, transactional emails, and newsletter automation. In order to ensure you are not missing on anything, Remarkety has a wide variety of analytical tools (including real-time analysis) to track customer’s behavior and tailor the offers correspondingly.
Remarkety offers a variety of integrations, thus being suitable for both freelancers and big corporations. The functional is rich as well and includes such features, as Marketing Calendar, Loyalty Marketing, and Event Marketing. Among the disadvantages are poor analytics, not so flexible pricing and poor email builder.
This service seems incredibly user-friendly due to a number of reasons. It does not require any HTML knowledge, has drag-and-drop email design functional, and allows to instantly reform emails for both desktop and mobile, taking care of good looks throughout all platforms. As well, iContact offers seamless API integration, advanced analytics, integration with Salesforce, A/B testing, and a number of sweet additional features.
In addition to email marketing service, the iContact team offers help with content writing, design, and overall advertising. Sounds good enough since these people will be 100% aware of what’s going on with your emails and what can be improved.
The interface is indeed very user-friendly and clear, pleasant to work with. iContact has advanced analytics and, what is really good, a ready Magento module. In addition: many ready templates, A/B testing, performance tracking. The interface is a bit complex when creating segments, but overall, the service seems worth trying.
The tech expert considered MailChimp to be the most attractive in terms of its functionality and features, the possibility of an “account freeze” is a serious drawback of this service.
Oracle Responsys and iContact seem the most suitable and high-performing email services due to a rich variety of features, add-ons, and scalability. While iContact is not so popular like other services, it remains equal to the competitors. As for Responsys, this service proved the quality of performance and its suitability for big businesses.