The best email marketing software sports a combination of reach and functionality. Given that speed is of the essence in any business, the program must relay messages to large groups of people at once. Your promotional campaigns, as a result, can generate a buzz even before the competition can react.
To give you a clearer view, here are the things you should look for when buying the best email marketing software:
Supports Links, Photos, Attachments and Special Formatting - To hold your audience captive to your products or your promotional message, the emails must be attractive, catchy and a bit comprehensive. You can do such by adding photos and links and using special formatting with html. This is an important feature of the best email marketing software.
Quick Sending of Messages - Time is money, so you don't want to waste time with a clunky or non-intuitive system. With that in mind, the software should be easy to use. Sending mass messages must involve only a few easy steps, so you can quickly launch campaigns to reach your target market.
Group Sending - Reaching large numbers of people at the quickest time possible is a trait of many of the software. This is possible through a contact list management feature, often including the ability to organize your contacts into groups, so you can send your promotional email to the designated recipients with just a few clicks.
Email Tracking - There's no point sending a campaign if you don't measure what effect it has. With email tracking, you will know if your messages reached all of the parties, and how they responded to it. This allows you to measure the ROI of your campaigns, and improve your design and messages for future emails. The best software will not leave out such an important feature.
Quick Installation - The software should be simple to install or set up, so that you start using it and reaping the benefits quickly.
Support - Analyze your support requirements, find out how often you would need support based on the level of your technical expertise and then make your decision. The support options vary between software vendors and you should choose the one that fits your needs.