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Email Marketing Software Definition & Meaning

Email marketing software is an application that helps marketing teams automate and streamline their email marketing efforts. Email marketing is just one facet of marketing automation and the software allows teams to manage the email segment of their marketing automation process. Ideally, email marketing software will have features such as automation, templates, and data analytics and be able to manage email campaigns. Some platforms may even have simple lead generation tools.

The more personalized email marketing is, the better. Personalization allows businesses to specifically target potential customers with content that promotes products and services for which they've been searching. Email marketing software should also work to avoid spam flags by using a good internet protocol address and factors of authentication; customers receive so many promotional emails that they’re likely to mark frequent emails as spam. Email marketing software should carefully tailor emails and make sure they seem legitimate so that they don’t get flagged.

In recent years, artificial intelligence has become a more important part of email marketing. AI gathers info from large amounts of data, such as online behavior, demographics and purchasing history, and sends custom content to consumers based on those insights. AI also helps direct specific promotions to the right customers and correctly paces email send rates and times so that customers don’t receive too many or too few emails.

Best email marketing software

These are a few of the best email marketing software applications in 2020:

  • HubSpot
  • Constant Contact
  • MailChimp
  • OmniSend
  • ConvertKit
  • AWeber
  • GetResponse

Some, like MailChimp, GetResponse, and Constant Contact, are great choices for small businesses. Others, such as HubSpot, are good marketing automation tools.

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