Email Marketing is perhaps one of the most popular channels for B2B lead generation. With several products & service providers who help with this task, businesses often struggle to evaluate and choose the best email marketing platforms for their specific needs? In this blog, we deep dive into the key aspects that B2B marketing managers, email marketers, business owners, and IT managers should consider.

Assessing Top Platforms

A high-quality platform for email marketing should offer a robust set of tools to create, manage, and track email campaigns. Look for features like A/B testing, analytics, and template builders. Most platforms offer a free/ discounted trial for a limited period. While the time period might not be sufficient to evaluate all parameters, especially performance once, it will give you some insights into the usability of each platform. Choose a platform that you believe you or your team can use consistently over a long period of time.

Automation and Integration

Email marketing automation can be a game-changer, enabling you to send timely, relevant emails to your audience without constant manual effort. Two things are critical for you to be able to execute your campaigns well: Easy & robust automation and integration with other tools you use.

Automation capabilities should allow you to build both time based and event based sequences. Integration capabilities with other software can streamline your workflow, ensuring a cohesive strategy across all marketing channels.

Evaluating Deliverability and Support

Email deliverability can make or break your campaign’s success. Ensure the platforms you’re considering have a proven track record of high deliverability rates. Equally important is responsive customer support, as this can help quickly resolve any issues that may arise.

Successful Case Studies

Look for case studies that showcase successful platform email marketing usage. Learning from others’ experiences can provide insights into how a platform could benefit your own B2B campaigns.

Comparing Prices and Plans

Cost is a decisive factor, especially when considering services like Mailchimp, known for its tiered Mailchimp pricing structure. Balance your budget with the value you receive. Sometimes, investing a bit more can significantly enhance your campaign’s effectiveness.

Choosing the right email marketing platform is a crucial decision. Take your time to research, compare, and test drive potential platforms. With the right partner, your B2B campaigns will not only reach their targets but also deliver the desired business impact