Email Marketing for Businesses: Strategies + Best Tools in 2023 (2023)

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.

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

Apple has announced itsNew privacy policyin 2021 that lets users choose whether marketers can track their email behavior. This would stop tracking IP addresses (which provide valuable geographic data) and open rates on iOS devices and Apple Mail.

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

(Video) How to Master Email Marketing (2023)

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.

main properties:

• 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.

main properties:

• 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.

Prices:Custom Pricing.

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.

main properties:

• Critical, real-time insights generated through data analysis and machine learning
• predictive analytics
• A/B-Tests
• 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.

main properties:

• 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.

main properties:

• Personalization and dynamic email content
• CRM integration with automated lead nurturing
• segmentation
• A/B-Tests
• 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.