When you’re looking for email marketing services, you’ll find agencies, DIY email platform options, and email marketing specialists. What is the best option for a start-up business? Who can get you set up the fastest? Who would understand your automation needs? Who would know how to stop your emails from ending up in spam? Most of all, who gives a damn? Nobody wants to be treated like a small fish in a big pool. Especially not a start-up.
Finding & choosing an email marketing service for a start-up depends on…
- Whether you have capital ($$$)
- How critical it is for your current phase of growth (email marketing maturity)
- How much time you have on your hands (never enough, right?)
Your answer to these 3 points impact your options. Full disclosure, I’m a Melbourne-based freelance marketer that offers email marketing services for start-ups and SMEs. Sometimes a start-up’s needs are super straightforward – an email confirmation automated post website inquiry or best-practice email templates. These can be quick to set up for those with the know-how.
Tip: Many of the ‘free templates’ on offer in an email platform may not adopt best-practice for your industry.
Some clients require a full suite of comms developed to nurture the client throughout the purchase journey. This tends to be for services or products with a longer lead time, a complex consideration process, or a high price point. For example an online platform, a franchise offering, a travel company or real estate company. Maintaining comms via email throughout the purchase cycle helps keep your business ‘front of mind’, making you a more familiar entity. We trust those that are familiar to us, people we know. The same applies to business. Making yourself a ‘familiar face’ will make you more trusted, and more likely to be selected over less-familiar alternatives.
Choosing email marketing services for a start-up business is impacted by…
1. Capital (Budget)
Great, you have cash to splash I mean, invest, in email marketing. You’re looking for an email marketing specialist or an agency that specializes in the realm of email marketing. You’ve heard it can earn you a killer return on investment, one of the highest in digital marketing – 2022 data averages $36 per $1 spent. Imagine earning that kind of return on the stock market – you might consider hacking the email marketer’s laptop in search of all their secrets. If hacking isn’t your thing, you could talk to someone like me, an Australian email marketer, instead. I’ll quote you depending on the email marketing services you require, and we can go from there.
Choosing an email marketing service provider also depends on your…
2. Current Stage Of Growth
You know your circumstances better than anyone else. But, clearly, since you are looking up email marketing services, you’ve considered it somewhat important. As an external party, who is not yet privy to all the ins and outs of your particular business, here’s an overview on email marketing maturity that can be applied to small businesses and start-ups…
Email Marketing Maturity
If you study this chart on email marketing maturity, you’ll get a better understanding about where you’re at from a marketer’s perspective. Note the orientation section, as well as the ROI row towards the bottom? Getting your bearings may help you recognise the best email service provider for where your business is at.
|Orientation||No defined email marketing strategy, or process for email marketing.||A defined email marketing strategy, and process exists, but can be uncoordinated.||Defined, integrated email marketing strategy across the business.||Integrated, enterprise-wide strategy for email marketing. Campaigns are tracked by engagement and revenue generated.|
|Perspective||A one-dimensional view of email marketing as a push marketing strategy.||Has identified a need for email nurturing campaigns, optimised emails for mobile devices and engaging subscribers.||Long-term commitment to email marketing integrated with other cross-channel activities and ecommerce.||Focused on creating content and personalised messaging. Has analytics with lifecycle strategy.|
|Dependant on no or low-cost email marketing platforms with predesigned templates.||Has auto responders, and triggered workflows on form submissions. Has started using a platform that offers A/B split testing.||Email marketing platform is integrated with CRM, marketing automation (MA), social and ecommerce platforms such as shopping carts.||Comprehensive, end-to-end system with tight CRM, MA, social and ecommerce integrations.|
|Metrics||Counts subscribers.||Establishes analytics requirements, monitors engagement and revenue.||Dashboard monitoring specific email metrics for the business.||Company-wide dashboard with cross channel monitoring, inclusive of email.|
|DIY or contractors.||Email marketing agency, email marketing consultant or part of a digital marketers role.||Dedicated email marketing specialist in-house and/or some established outsourcing.||In-house staff are a part of the digital marketing team.|
|Budget||Budget may loosely fit in with website development.||Dedicated budget.||Increased budget with a business case.||Budget connected to goals.|
Choosing email marketing services for a start-up business also depends on…
3. How much time you have on your hands
You can start down the path of email marketing, (or EDM’s), by yourself. The DIY model, as you can expect, has caveats:
- It eats into the time you’d usually spend on your business
- It’s a slower path to maturity (and thus return on your time as a resource).
It’s these two reasons that most founders or small business owners opt for email marketing services. There are plenty of resources out there to get you started on email marketing, but let’s pretend you agree with me and are more interested in email marketing services…
Compare your options
Whether you are looking for email marketing services for a start-up business or a more established business, most businesses have considered the following options…
|DIY||Marketing Agency||Email Marketing Specialist|
|Cheaper dollars-wise. Just pay for the email marketing platform.||Access to a variety of specialists.||Work 1:1 with an expert rather than an account manager.|
|Quick to try.||Developer support.||More agile than an agency, which tends to be good for start-ups in particular.|
|Offers other services as well.||Usually offers other services as well.|
|Easy to hire.|
|Arguably, faster results.|
|Sucks your time as a resource||Bigger entities can be slower.||One person.|
|Slower path to maturity, and thus ROI.||Takes commitment to find one you trust.|
|You can get flagged as spam early on, impacting ongoing delivery.|
Email marketing services for SMEs
- Platform & template set-up
- CRM integration
- Email launch campaigns
- Automation or drip campaigns
- Audience segmentation
- Retention and lead nurturing
- Conversion Optimisation, A/B split tests etc.
- A wider range of Electronic Direct Marketing (EDM) solutions including SMS
I’m a freelance marketer that has helped companies drive 70% of revenue just through email marketing campaigns. Not bad right? Right, but these kind of results are always a part of an overarching plan. A cohesive email marketing strategy has synergy with your overarching customer journey and that is where I tend to start.
More about my process.
I work with B2B and B2C businesses of all shapes and sizes with their email marketing strategies. From sourcing the best email marketing platform to integrate with your CRM needs, to marketing automation. Need help? Move from a foundational email phase to reaping returns using email strategies specific to your business.