Nowadays, almost all target groups can be reached via email. This is precisely why the newsletter is a cost-efficient marketing instrument and an indispensable tool for customer retention and acquisition. Whether restaurant, craftsman, personnel consultant or retailer – for many small and large companies alike, the newsletter has become an indispensable part of their everyday business!
Newsletters are also increasingly being created using special software so that all steps, from the creation of the mailing to the selection of recipients and dispatch, can be carried out in a database. But newsletter software is a dime a dozen. So how do you recognize professional software? And which functions make a good newsletter software?
Here you will find the 5 most important features that you should definitely consider when choosing newsletter software:
1) Personalization
Impersonal newsletters with content that could not be more inappropriate for some target groups leave a rather negative, even annoying, impression on most people. To ensure that your newsletter is not immediately deleted by your recipients or, even worse, that they unsubscribe from your newsletter, the key word is: personalization.
Professional newsletter software should definitely be able to prepare target group-oriented and individual content for specific interest groups. On the one hand, we are talking about a personal approach, directly via the first name or surname, and on the other hand, selected newsletter topics tailored to the interests of specific recipient groups.
Such personalization not only leads to higher acceptance, but will also inspire your customers with the professionalism of your company!
2) User-friendly editor
Even the most interesting content is ineffective if the newsletter is not attractively designed. However, creating an impressive layout is no easy task with many newsletter software packages on offer. Cumbersome editing options, some of which require in-depth knowledge of HTML, make many companies despair when creating newsletters.
Your newsletter software should therefore definitely have a WYSIWYG editor. This makes it easy to integrate various content elements such as images, text, buttons, etc. and displays your edits exactly as they will later be displayed on the various end devices. No HTML knowledge and no distorted views – so you can use your time for the really important things in email marketing!
3) Receiver filter
In line with the topic of personalization, the various filter options for your recipients should also play an important role when deciding on a newsletter software. Depending on which filters are used in the software, they allow you to send newsletters to specific target groups, for example by contact groups, products, dates, etc. Another advantage of professional newsletter software is the time-controlled dispatch so that you can reach your customers, suppliers and partners at the optimum time.
Also make sure that the software you choose can manage an unlimited number of contacts and can easily import and export possible recipient data from Excel lists. An absolute MUST criterion for a newsletter software is also the so-called duplicate detection, which immediately recognizes duplicate contacts and prevents them from being sent to the same person twice.
4) Mobile presentation
As more and more people access their emails via smartphone or tablet, a correct mobile view is an indispensable aspect of newsletter software. A responsive design provides a remedy here and guarantees the avoidance of annoying cut-off content or distorted images on mobile devices. The individual elements can be automatically adjusted or moved in the newsletter software for a mobile display and better readability.
5) Performance measurement
What would a marketing campaign be without measuring its success? The same applies to your advertising mailings. Professional newsletter software should therefore definitely offer options for evaluation. Recipient lists, click rates on integrated links or videos as well as comprehensive bounce management should not be missing. The software should therefore definitely include soft bounces, i.e. recipients who have not received your mail due to vacation, absence, etc., and hard bounces. The software should therefore be able to distinguish between soft bounces, i.e. recipients who have not received your email due to vacation, absence, etc., and hard bounces, i.e. incorrect email addresses. This gives you the opportunity to sustainably optimize your content and your address list with each new mailing.
Take note of these 5 features of professional newsletter software and you will be on the right track to ensure successful email marketing in your company.
As CRM software, 1Tool specializes in precisely these functions and many more. Let us convince you and get to know our software for digital marketing!
