Tech Tools For Business Growth – Part 4

Tech Tools can assist your business growth, by providing efficient project management, increasing customer sales, automating financial management and much more.

Use our blog series to understand the advantages and disadvantages of tech tool options.

Part 4: E-Mail Marketing Software

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E-Mail Marketing is one of the most cost-effective and easy-to-manage marketing tools for businesses.

E-Mail Marketing automation tools create, send, test, optimise and report on email campaigns.

There are specific tools such as email subject line generators or inbox placement testing tools, and suites of e-mail marketing end-to-end tools, from e-mail automation to demand generation and revenue attribution.

For further information see


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– automate and measure marketing tasks and workflows to increase operational efficiency and revenue 

– time savings, to allow employees to focus on creativity and strategy

– cost-effective, with no advertising fees or media costs.

– permission-based leading to greater customer responsiveness

– performance reporting to improve ROI

– retain full control, and establish direct contact with customers

– create engaging, personalised emails

– allows subscribers to share your email content to attract new followers and customers.

– manage contacts and segment users into groups for optimal results

 – scalability – use e-mail marketing to its fullest potential while delivering the best experience for subscribers 

– A/B testing of subject lines, calls-to-action, personalisation, content and images to ensure effectiveness.

– forecast future campaign performance based on historical data, using machine learning and AI


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 irritates recipients if email marketing is irrelevant, too frequent or unwanted.

– must comply with legislation including The Privacy and Electronic Communications Regulations (PECR) and the General Data Protection Regulations (GDPR), or may face enforcement action.

 recipients may delete e-mails or unsubscribe if not properly targeted, resulting in a low ‘click through rate’.

poorly designed e-mails may not be delivered, but filtered out as ‘spam’ by email software and internet service providers.

– badly designed e-mails may not display well across multiple devices and email providers.  

– e-mails containing too many images or large files may take too long to load, and lose a subscriber’s interest.


For further information see https//


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Create an email once, then use Automated E-Mail Software to
trigger and send it when criteria are met. For example:
  • a welcome e-mail to new list subscribers 
  • a request for customer feedback shortly after product delivery
  • a renewal notice one month before expiry to retain customers
  • a birthday or holiday e-mail offer
  • an appointment or event reminder
  • an offer at cart-abandonment stage
  • a series of relationship-nurturing e-mails, such as a welcome, an explanation of product benefits, a discount offer and testimonials.

For further information see

Choosing an E-Mail Marketing Solution – Considerations

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List Size – weigh up unlimited emails per month, charged by number of subscribers, against free, low-cost, or pay-as-you-go plans. For a large e-mail list, consider high-volume or a customised plan.

Price – check for discounts for annual payment in place of monthly. 

Appearance – ensure modern graphics and uncluttered layouts in place.

Support– confirm there is a satisfactory level of tech support.

Functionality – make sure you can add contacts manually, or by uploading CSV  or Excel files.

Integration – verify what third-party software it works with, such as enabling you to import webmail contacts and CRM data, and export contacts easily if you leave the service.

Newsletters – check these can be built by importing HTML, from scratch, or using a pre-designed template. There should be drag-and-drop UIs and image libraries to store company photos.

Spam – look for tools to test your emails are not treated as spam or banned.

Unsubscribers – ensure anyone opting out of newsletters can be removed.

Auto-Respondersautomatically generate e-mails based on dates and custom workflows triggered by actions.

Campaign Tracking – use feedback, such as open and click rate, or Google Analytics data, to make adjustments.

GDPR – collect, store and secure personal data professionally, using consent & subscription management and bulk updates,see


Success Metrics

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Open Rate – how many people open your email. To increase it:

  • A/B test your subject line on a small group of subscribers and use whichever does best.
  • Personalise subject lines, such as by adding a subscriber’s name, or promoting products based on buying behaviour.
  • Review your e mail frequency – align it with your subscribers’ needs, to prevent list fatigue.


Click-Through Rate – how many people clicked on a link or a Call-To-Action in your email. To increase it:

  • Create an eye-catching call to action button, using a two or three word urgent phrase to encourage subscribers to click through.
  • Only include one call to action, to provide clear direction. Too many options can cause indecision.
  • Test your call to action, to get valuable insights from your target audience.

Email Visits – the amount of traffic visiting your site because of an email -important when driving traffic to a website through email marketing.

Email Conversions – the number of people following through with an action, such as making a purchase, showing how well your email marketing is converting subscribers into paying customers. To increase it:

  • Provide a value proposition. Say what a subscriber gets and why they should buy from you.
  • Make the conversion process hassle-free for subscribers and with as few steps as possible.

Unsubscribe Rate – how many people opt out of your email list from a particular campaign.  Industry standards suggest 2% as a benchmark.

For further information see 

Why and How To Build An E-Mail List

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An E-Mail list is a list of names and e-mail addresses of people who have given your business permission to send them updates and promotions.

Marketing software can use e-mail lists to send bulk e-mail notifications about your blog updates, online store, or other business promotions.

Building an e-mail list can have a positive impact on traffic and revenue. E-mail is a powerful communication channel because it is:

1. Personal – Direct into the user’s inbox, with no ranking system limiting reach, so very direct and personal.

2.  Purposeful – The user completes a signup form and confirms their email address, so is more receptive to your message, and more likely to convert into a customer.

3.  Targeted – The user has already shown interest in your content. As you know what they like, you can deliver highly relevant offers to get better results (known as segmentation).

4. Ownership – Whilst you don’t own your social media, so SEO efforts depend on platform policies, you own your email list, so have more control.

5. Privacy – E-mail is read in a private inbox, not on a public timeline, building trust and connection.


For further information see


E-mail list segmentation involves grouping your subscribers according to criteria, to better personalise your emails to them based on their interests.

This helps you get higher open rates and click-through rates, and provides a more pleasing customer experience.

For example, group recipients by previous purchases, responses to offers, or interests. For further information see Audience-Personas.

Opt-In Forms

Many website visitors never return. Strategically placed Opt-In forms try to convert them into e-mail subscribers before they leave your website, so you can send relevant messages to re-engage them.

Content Upgrades are an excellent example of converting opt-in forms. Bonus content is offered at the end of a popular blog post, in exchange for visitor opt-in to an e-mail list.


Typical Opt-In Plugin Tool Features:

– clickable lightbox popups, floating header & footer bars, slide-in scroll boxes, fullscreen welcome mat, inline forms, content lock, animations and screen overlays

– customisable call-to-action tools: e-mail subscription, contact and survey forms, live chat, promo bars, and social media follow & share buttons

– behaviour automation and personalisation features –  shows different opt-in forms based on where the user comes from, which page they visit, and what they do on your website

– seamless integration with website and e-commerce platforms (such as WordPress and Shopify), E-mail Marketing and CRM software

 easy to design forms, drag and drop editor, editable templates with  different colours and font options

– exit-intent triggers, campaign templates, A/B testing, Onsite Retargeting, event registration, time delay and geolocation triggers

– lightweight to avoid slowing site performance  


Popular Opt-In tools include:

– OptIn Monster

– Thrive Leads

– Sumo

– GetSightControl

– Picreel

– OptiMonk

– Gleam

– WP Subsribe Pro

– Ninja Popups



Examples of E-Mail Marketing Software

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Software to consider, as reviewed by WP Beginner and PC Mag, includes:

1. Constant Contact



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