Email marketing is a highly effective digital marketing strategy, more effective than any other marketing channel. Your ROI is3.800%or $38 for every dollar invested. Approximately 18% of companies achieve a higher ROI of more than $70 for every $1 invested.
That being said, email marketing for a business is very different than it is for a smaller business. The database, email volume, integration and features will be completely different than for small businesses.
So if you're looking for the best email marketing tools and strategies for your large business but don't know where to start, you've come to the right place. We cover everything you need to know about business email marketing.
- What is email marketing for business?
- What are the advantages of email marketing for companies?
- Email Marketing Strategies for Businesses
- What features should you look for in a large enterprise email marketing solution?
- The 5 Best Email Marketing Platforms for Business
- Final Thoughts: Corporate Email Marketing (strategies + best tools 2023)
Let's start with what big business email marketing is and how it differs from small business email marketing.
What is email marketing for business?
Business email marketing is a marketing strategy that uses email as a channel to grow the audience of large companies and promote their services and products.
In this article we will useGartner Resultsto classify medium and large companies. Medium-sized companies employ between 100 and 999 people. Large companies have more than 1,000 employees, often on a global scale.
What is the difference between email marketing for large and small businesses?
Email marketing for large businesses differs significantly from email marketing for small businesses. The difference between the two depends on usage and range.
Small business email marketing platforms often have less robust features. They lack advanced features like built-in reporting and lead scoring. You can also limit the number of subscribers or users.
Email marketing tools for large companies offer a comprehensive experience, from advanced reports to customer relationship management (CRM) integrations and data export. These features come at a price that is often prohibitive for small businesses.
What are the advantages of email marketing for companies?
According to HubSpot, email (35%) came firstthird most important marketing channeljust behind social media (44%) and websites (36%) by 2022. However, it is still the most effective channel for marketing. Actually,79% of sellersclassify it as one of the three most important impact channels.
One of the reasons why email is so effective is that you own your email list and can reach customers regardless of email service provider. You also own the content you create and submit.
With channels like social media, you don't own the content you post or your followers, you own the platform. You would lose all your followers and content if anything happened to the platform. This is why developing a solid email automation strategy is crucial for businesses.
Here are more top benefits of email marketing automation to show you why it's the most effective marketing channel:
- Having customers opt in to receive your emails is a great way to promote your brand and products and increase your sales and ROI.
- You can nurture loyal customers by offering them value even when they don't buy.
- You can use email marketing campaigns to qualify leads. That way, your sales team doesn't waste time on bad leads.
- You can use email to direct customers to other marketing channels such as social media.
Email Marketing Strategies for Businesses
- Segment your audienceand personalize your emails.
- Update your automated campaigns based on email engagement.
- Nurture your leads based on their behavior.
- Consider shipping time optimization algorithms like Time Travel and Perfect Timing.
- Control how often you send emails.
Now let's look at 5 effective email marketing strategies for business.
1. Segment your audience and personalize your emails
According to our internal research, personalized emails outperform general messages by 25%. The click-through rate (CTR) for emails with custom texts is 3.18%, while that for generic emails is 2.4%.
Ask for relevant information on your landing pages to properly target your customers. By doing this, you place potential customers in an ideal segment of the buyer persona. This allows you to send personalized emails with content relevant to your specific needs.
2. Update your automated campaigns based on email engagement
If Google invented something like this to address privacy and tracking, open rates would be worthless since Apple and Google have accounts for almost all phone operating systems.
Therefore, consider updating your goals or automated campaigns based on other email engagement metrics like CTRs.
For example, you could send an email announcing an upcoming sale and categorize contacts who click the link in the email as "interested." You can create a special campaign to further target these customers as potential buyers for the sale.
3. Nurture your leads based on their behavior
Customers are more likely to read and respond to an email they receive immediately after taking an action. Because of this, automated emails triggered by recipient behavior have higher engagement rates.
For example himtriggered email open rateis 35.64% while the CTR is 5.31%. On the other hand, autoresponder email open rate is 29.95% and CTR is 3.77%.
Use a marketing automation tool to track your leads' actions through the sales funnel. Segment them based on their interests, behavior, or demographics. Then send personalized content to each group.
For example, you can tag subscribers based on the products they've purchased. You can then send relevant emails every time you update your product catalogue. The more actionable data you can collect, the more relevant your emails will be.
4. Consider using shipping time optimization algorithms like Time Travel and Perfect Timing.
Time Travel allows you to specify the time you want your email campaign to be sent. An email marketing tool likeReceived MAX responseautomatically adjusts the time of your campaign to your subscriber's local time zone.
Perfect Timing uses past behavioral data to adjust the timing of your campaign.
Based on our most recent data, Time Travel generated higher click-through rates (3.62% vs. 2.51%) and open rates (22.48% vs. 20.58%) than you would typically see from newsletters.
Time Travel works best when you know your subscribers and yoursThe E-Mail Marketing Campaignthey are best sent at a specific time. Perfect timing works best with campaigns that are not time sensitive. Therefore, choose the best send time optimization strategy based on the nature of your campaigns.
5. Monitor how often you send emails
Email subscribers rarely bother with frequent communications. In fact, you will see above average opens and CTR even if you send out up to 8 weekly newsletters.
However, one of the reasons customers unsubscribe from newsletters is that they receive too many emails.
So what should I do?
Consider sending fewer emails if your audience cites frequency as a reason for unsubscribing. Also, invest in a platform that offershigh email deliverability. It also ensures robust AI-powered compliance policies, zero tolerance for SPAM, and shipment tracking to enforce best practices.
Also, be transparent about how many emails you send with your signup form. So everyone knows in advance how often and what content they subscribe to. This can weed out people who can unsubscribe quickly.
What features should you look for in a large enterprise email marketing solution?
Many things can determine the right platform for your large organization. Price is a factor.
However, price should not be your only consideration. The best email marketing platforms have most or all of the following features.
1. Advanced automation and segmentation tools
An email marketing service should give you the tools to create automation workflows that engage your audience with personalized offers and dynamic content.
You should also be able to design workflows with lead scoring and advanced segmentation based on customer data.
The platform should offer other advanced features, including a visual workflow builder, web event tracking, and SMS automation.
2. Expert customer support and efficient onboarding process
The best email marketing tools offer priority expert support and professional services across multiple channels including email, phone, live chat, and Slack. The customer service team should always be available to assist you in optimizing your online marketing campaigns for maximum performance.
The integration team should act as an extension of your company and oversee the implementation of your marketing processes, such as: B. Data synchronization methods and marketing automation workflows.
3. Integration with other business tools
An effective email marketing tool should easily integrate with other platforms. This allows you to manage your sales and marketing in one place.
For example, you can integrate your GetResponse MAX account with apps your teams are already using, like Microsoft Dynamics, Shopify, and Google Analytics.
4. Maximum data protection
The platform must store your personal and customer data securely and comply with all international laws.
Safety measures should include:
- Red compatible with PCI
- Multiple servers and firewalls
- daily backups
The 5 Best Email Marketing Platforms for Business
Now let's look at the 5 best email marketing tools for business. We're going to review some of the top features that can help you grow your business.
1. Get MAX response
GetResponse MAX is a powerful email marketing suite built by the GetResponse sales team based on your company's needs, goals and capabilities.
It offers features like lead acquisition, ROI tracking, advanced segmentation, tagging and scoring tailored to your business needs. These tools can help you with thatimprove your click through rateand campaign results throughout the customer journey.
For example, if you have an ecommerce store, theIntegrated GetResponse MAX toolsIt can help you discover new opportunities for cross-selling, upselling, niche selling, repeat selling, and upselling.
GetResponse MAX also offers a dedicated Customer Experience Manager. The admin helps you with the day-to-day aspects of account management, like automating workflows, A/B testing, and setting up your subscriber list.
The onboarding team also manages the implementation process with one-on-one training and review calls. The onboarding process will help you maximize the potential of your new account.
The business email platform offers100+ ready-to-use integrationswith tools your team may already be using. If you also want a bespoke solution, our in-house development team can help you with a custom software development project that suits your business needs.
GetResponse MAX also offers flexible terms and payments.
- Dedicated integration and support
- Web-Event-Tracking und E-Commerce-Tools
- Email delivery rates of 99%
- SMS marketing and web push notifications
- Tagging and scoring so you can monitor your customer engagement
- List building features including landing pages, webinars and forms
- AI product recommendations for ecommerce sellers
- Dedicated Customer Experience Manager to assist you with your daily account operations
- Flexible payment terms and options
Best Corporate Emailautomationtool for: Medium and large companies with strong marketing teams.
Prices: custom prices.
2. Active Campaign
active Campaignis an email marketing automation software with a sales CRM for midsize businesses looking to grow.
Sales CRM automates contact management, lead scoring, task tracking, and deal and pipeline control. This is how your sales process runs smoothly.
The Enterprise plan gives you the control and flexibility to create a personalized service. For example, you can use your own server domain and email headers. You can also edit the CSS to match the look of your website.
The email marketing platform has many pre-built integrations for popular apps. This includes CRM, project management tools, payment processing and accounting solutions.
- Advanced targeting to segment your audience based on their behavior
- Tracking feature to track your subscribers' activity
- Integrated CRM panel to optimize the sales process
- Easy to use drag and drop email layout editor to create beautiful layouts
The best email marketing solutionfor: Medium-sized companies that want email marketing based on a sales CRM.
3. Claviyo One
Claviyo Oneis a comprehensive customer data platform (CDP) that consolidates customer data from multiple sources. As a result, it helps businesses gain a more holistic view of their customers and create personalized, targeted email marketing campaigns.
The email platform offers many integrations and the ability to connect with custom platforms. Your team can easily make these custom integrations with the help of detailed documentation, a helpful community forum, and flexible APIs.
Klaviyo One also has a team of experts to guide you through deliverability, integration and onboarding to help you manage your account and deliver personalized customer experiences.
- Critical, real-time insights generated through data analysis and machine learning
- predictive analytics
- Advanced segmentation and email automation
- Experts to help you deliver personalized experiences and increase conversions
Better Email Marketing Platformfor: Large companies that want to unify their customer data and create personalized experiences.
Prices: custom prices.
4. Send blue
Send blueIt's ideal for businesses that need cloud-based marketing automation tools.
The email platform's SendInTime algorithm analyzes the anonymous behavior of customers from past email campaigns. This machine learning model automatically predicts the best shipping time for each customer within 24 hours.
As a result, the likelihood of customer retention increases, which ultimately increases your ROI.
Sendinblue also offers an expanded contact list based on conditions such as declared interests, previous participation or purchase history. This helps you personalize your email content more efficiently.
- Marketing automation with multi-channel workflows
- advanced segmentation
- Single sign-on (SSO)
- In-app CRM for contact management
- Transactional emails and SMS
- Drag and drop editor with email templates to create powerful subject lines and emails
Better Email Marketing Solutionfor: Growing businesses that need cloud-based marketing automation tools.
Prices: custom prices.
5. Pardot (by Salesforce)
Pardot is a Salesforce marketing automation platform that provides B2B companies with email automation, lead management, ROI reporting, and data analytics.
Business email marketing software helps you create more personalized customer interactions.
For example, you can change the content you show prospects based on past interactions. You can also automatically segment the rest of your contacts.
In addition, Pardot has spam filters to improve the deliverability of your emails.
- Personalization and dynamic email content
- CRM integration with automated lead nurturing
- Spam filter forImprove email deliverabilityand content quality
Better E-Mail-Marketing-Toolfor: Established sales-oriented brands with large marketing budgets.
Prices: Premium plans start at $1,250/month (billed annually).
Final Thoughts: Corporate Email Marketing (strategies + best tools 2023)
Developing an effective email marketing strategy for your business will help you take advantage of this effective digital marketing channel.
To make the most of this channel, you need the right software to help you automate your processes and grow your business. But with so many email marketing platforms out there, we can understand if you're feeling overwhelmed.
Find a solution that meets the specific needs of your business, be it customer retention, lead nurturing or automation. Compare different tools to find the one that can help you achieve your marketing goals.
Choose GetResponse MAX if you want to unleash the full power of marketing automation for your business at a reasonable price.
Learn more about GetResponse MAX
Email marketing continues to be a powerful and effective tool for businesses of all sizes, with email marketing revenue estimated to reach almost $11 billion worldwide by 2023, according to Statista.Is email marketing still effective 2023? ›
Email marketing continues to be a powerful and effective tool for businesses of all sizes, with email marketing revenue estimated to reach almost $11 billion worldwide by 2023, according to Statista.Why email marketing is important 2023? ›
This trend has already been around for a while but is only going to grow stronger in 2023. Interactive responsive emails are the holy grail of email marketing. They boost customer engagement and significantly increase email interaction. Some specific interactive email elements are expected to sizzle in 2023…Which of the following is the most appropriate tools for email marketing? ›
Mailchimp is the best overall email marketing software because it has the features that most businesses need, without being overly complicated or confusing. Businesses can schedule campaigns, A/B test copy, and get reports that include open rates, click-through rates, unsubscribe rates, and more.What is the next big thing in marketing 2023? ›
The best marketing strategy in 2023 will be one with integrated video and written content: Pringle adds that websites still need text information but adding video to showcase products (and then having the ability to add to social media) will help marketers expand their reach to a wider audience.What is predicted for marketing in 2023? ›
In 2023, I expect a rise in brands looking to establish long-term partnerships with influencers and create content that aligns with their business objectives, values and audience. In today's crowded content landscape, brands can stand out by creating content that is authentic and memorable.What is the future of email marketing? ›
By 2023, there will be an estimated 4.3 billion global email users, according to Statista. Since most users tend to look at promotional emails in the same light as spam, future email marketing campaigns should aim to be more personalized.How to start email marketing 2023? ›
- Double-down on personalization. Source: SendGrid. ...
- Create more value. ...
- Incorporate user-generated content. ...
- Conduct A/B testing. ...
- Use automation to improve your results.
One of the main email marketing benefits for businesses is that you can get immediate results. Compared to other marketing strategies that take weeks or even months to see results, email marketing delivers results very quickly. But not only do results come quickly, they're also easy to track.What are your top 3 email list building strategies? ›
- Enticing content upgrades.
- Exit intent pop-ups.
- Fully or partially gated content.
- Squeeze pages.
- Loyalty and referral programs.
- Discounts and deals.
- Exclusive notifications.
- Social media.
The four Ps are product, price, place, and promotion.What are the 5 focus areas of effective email marketing? ›
- #1 - Be Strategic and Holistic. ...
- #2 – Create Compelling Subject Lines. ...
- #3 – Make Your Email Content Rock! ...
- #4 - Use Quality Control. ...
- #5 - Optimize Deliverability.
- Get Personal – But Have Your Boundaries. ...
- Keep Your Subject Lines Short. ...
- Pick the Right Time for Email Sending. ...
- Give Away Freebies. ...
- Send Mobile-Friendly Emails. ...
- Segment Your Subscribers. ...
- Re-engage with Inactive Customers.
In 2023, companies need to make sure that their environmental, social, and governance (ESG) processes are moved to the center of their strategy. This should start with measuring the impact any business is having on society and the environment and then move to increasing transparency, reporting, and accountability.What customers want in 2023? ›
Power to the People. By 2023, consumers are expected to demand more control over their purchase decisions than ever before. Shopping experiences that empower customers with flexible payment options, personalization capabilities and access to a wider range of products will become increasingly popular.What will be different in digital marketing in 2023? ›
So, in 2023, digital marketers will need to diversify their social media campaigns across different channels. One such channel that might have previously been overlooked but that could provide promising brand awareness is LinkedIn, which is forecast to capture 25pc of US B2B spending by 2024.What is the marketing automation trend for 2023? ›
Conclusion. A key focus of trends in marketing automation in 2023 will be to boost campaign performance, improve internal workflows, increase productivity, and increase customer engagement, repeat sales, and revenue.What's one prediction you have for business in 2023? ›
Business-wide, AI and cloud transformation will be the top two trends (and investments). We're already seeing artificial intelligence transform from data science novelty to enterprise necessity. That trend will take a quantum leap in 2023 as more businesses embed AI-based applications into their very fabric of being.What are the social marketing trends for 2023? ›
Authentic, unpolished content and a concerted focus on personalized interactions are paramount to social media success in 2023. To prepare, marketing leaders need to expand their idea of who can contribute to this type of content.What is successful email marketing? ›
In the changed post COVID-19 business landscape, the global market for Email Marketing Software estimated at US$1.7 Billion in the year 2022, is projected to reach a revised size of US$3.4 Billion by 2030, growing at aCAGR of 9.4% over the period 2022-2030.Why email marketing is still king? ›
The ROI Of Email Is Incredible
There are 4.3 billion users of email as of 2023 – Statista. 81% of SMBs still rely on email as their primary customer acquisition channel – Emarsys. Welcome emails have a typical open rate of 91% – Hive. Adding videos to emails can boost open rates by 300% – Martech Advertiser.
- State your business's mission and values. ...
- Craft an executive summary. ...
- Establish your KPIs. ...
- Outline your buyer personas. ...
- Identify your competition. ...
- Describe your content strategy and initiatives. ...
- Clearly define your plan's omissions. ...
- Define your marketing budget.
The average costs of an email marketing agency typically range from a base price of $300 to $500 per month, with tiered pricing that rises with the monthly email volume or contact list size. The cost for a large business could be $2,000 to $12,000 per month.What is the most important goal of email marketing? ›
One of the main goals that companies tend to have is to keep their customers loyal and email marketing is an ideal for achieving this sought after and desired goal. Sending regular messages to your customers is a way of keeping in touch with them so they don't forget you.What is the biggest advantage of email? ›
One of the main advantages of email is that you can quickly and easily send electronic files such as text documents, photos and data sheets to several contacts simultaneously by attaching the file to an email. Check with your internet service provider if there is a limit to the size of email attachments you can send.Why email marketing is good for small business? ›
Email marketing is a great way to develop your brand because it gives you a direct line to the email inboxes of your customers or potential customers. Regular updates give you a great opportunity to create a unique voice, style, and image for your subscribers.What emails do most businesses use? ›
- Zoho Mail.
- GMX Mail.
- Yahoo! Mail.
- Subject Line.
- Google Workspace.
- Zoho Mail.
- Microsoft Exchange Online.
- Boomerang for Gmail.
The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run. The customer is the heart of any marketing strategy. If the customer doesn't buy your product or service, you're unlikely to turn a profit.What are the 6 C's of strategy? ›
The six Cs of strategy include: concept, competition, connectedness, continuity, conviction, and the capacity to change. These are elements of the broad process of thinking about how a business develops its strategic depth and capacity.What are the 4 key strategies? ›
The four most widely accepted key components of corporate strategy are visioning, objective setting, resource allocation, and prioritization.What are 7 key metrics that all digital marketers should measure? ›
- Mobile traffic. Now more than ever, users spend a great deal of time on their mobile devices and phones. ...
- Cost per lead. ...
- Close ratio. ...
- Channel-specific traffic. ...
- Exit rate. ...
- Conversion funnel rates. ...
- Top landing pages. ...
- Wrap up.
- Customer lifetime value. ...
- Repeat purchase rate. ...
- Customer retention rate. ...
- Customer retention cost. ...
- Churn rate. ...
- Net Promoter Score. ...
- Customer Satisfaction Score. ...
- Customer Effort Score.
But in the end, none of them will matter unless you track your campaigns' performance and measure the essential email marketing KPIs and metrics. What is a Key Performance Indicator? Email marketing KPIs help you understand whether email marketing is helping you reach your goals or not.What is the rule of 7 email marketing? ›
The marketing rule of 7's states that a potential customer must see a message at least 7 times before they'll be provoked to take an action.What are the 7 C's of effective email writing? ›
Remembering to be clear, cohesive, complete, concise, and concrete when communicating will help improve your writing. Of course, these principles also apply to verbal communication, where things like body language and eye contact can sometimes muddle a message.What are the most important factors of a successful email marketing campaign? ›
- Key Success Factor: Total Send. ...
- Key Success Factor: Clickthrough Rate. ...
- Key Success Factor: Conversion Rate. ...
- Key Success Factor: Email Sharing. ...
- Key Success Factor: Bounce Rate. ...
- Key Success Factor: New Subscribers. ...
- Key Success Rate: Email Marketing ROI.
Examples of email marketing include sending out a weekly newsletter linking to your latest blog post, emailing customers when there is a limited offer or sale, and emailing your customers about a new product or service.What is email marketing checklist? ›
Email marketing checklist (at a glance)
Define your goal. Check your subject line. Select the right sender. Add preheader (preview) text. Choose the right list.
These emails could share coupons or discounts, provide access to gated content, or announce an upcoming special event. Promotional emails are by far the most common type of marketing emails that customers receive.
- Start collecting customer email addresses. ...
- Learn the types of emails. ...
- Use premade templates. ...
- Lead with a compelling subject line. ...
- Use a clear call to action. ...
- Segment your audience. ...
- Automate where possible. ...
- Track your results.
Fast forward to the present day, and marketers regularly address thousands or even millions with their messages. The future of email marketing is bright. It's still a viable form of promotion, and it's still arguably the best tool out there for delivering relevant content.Is digital marketing a good career in 2023? ›
The demand for skilled digital marketers will only increase in the coming years. According to LinkedIn, Digital Marketing is also one of the top skills to learn in 2023 to boost your career. All these factors show that now is the best time to learn new skills and kickstart your career!Is email marketing effective anymore? ›
Well, you can bet your bottom dollar it is. Absolutely! It is more relevant now than ever before. Research shows us that email is still the best channel to reach people on, ahead of other channels, even with the increase in popularity of social media and other messaging platforms.Is email marketing outdated? ›
Email marketing as a marketing tool isn't dead. But, some email marketing practices are, such as impersonal email address lines, violating GDPR, ignoring user experience, and not tracking metrics. There's no need to hold a funeral: email isn't dead, just outdated.What will replace email marketing? ›
- Text messaging or in-app direct messaging.
- Recorded videos, especially those that are five minutes or shorter.
- Screenshots with markups.
- Collaboration platforms such as Slack.
Email marketing is better for building relationships with current customers, while social media marketing can help you build brand recognition with potential customers. Deciding which strategy to emphasize can help you build a more effective and personalized strategy for a company.
The longer a company waits to reach out to a prospect, the less likely they are to respond to the message. If you wait too long, users may forget they subscribed to your list. This situation can hurt your email deliverability rate and overall engagement.What is the most successful marketing strategy? ›
Most effective marketing strategy: Social marketing
Social marketing is an effective way for small businesses to connect with customers and build engagement in a natural, non-intrusive way.
Successful email marketing requires solid communication skills, data analytics skills, and an understanding of scheduling and automation in much the same way as content marketing and social media marketing. The difficulty level of all three fields is about the same, and they take about the same amount of time to learn.Do Millennials use email marketing? ›
Do you know how to engage millennials with email? In this article, we'll explore all the ways you can elevate your email to boost millennial engagement! Email is one of the most effective ways for brands to engage millennials. In fact, email influences the purchase decisions of 50.7% of millennial customers.