Email marketing is a no brainer, but choosing which platform to use to send it can be harder. There’s a wealth of options out there, and we’re absolutely spoiled for choice.
Does the platform you pick make a real impact? Absolutely – especially if you’re sending to opted-in and cold lists. The right software can be the deciding factor between killer results and a flopped campaign.
Don’t worry, though, we’ve got you covered. By the end of this post you’ll know just what to look for.
Choosing the Right B2B Email Marketing Platform for You
Consider Your Goals
The first thing you should do is think about what your goals are. What are you trying to achieve with your emails? Multiple answers are fine – most marketers will end up with a few different aims.
If you’re looking to nurture new leads and keep in touch with your subscribers, for example, those are both things you can typically do with a standard opted-in email platform like Mailchimp or HubSpot.
However, if you’re planning to use cold email to generate new leads, that’s exactly the sort of tool you don’t want to use.
The fundamental difference in inbound and outbound email means you need not only separate strategies, but separate platforms for each. Let’s take a look at some options.
No list of B2B email marketing platforms would be complete without HubSpot. With its robust email editing, personalization, automation, and more, HubSpot is the heavy hitter in inbound for a reason.
Integrated CRM and Marketing Automation make it an even more attractive option, and it also has a superbly-customizable landing page builder. All of this means that not only is HubSpot a great way to send your opt-in email campaigns, it also provides an excellent framework for supporting your outbound emails – we’ll come back to that in a bit.
Another commonly-used platform, Mailchimp offers a snappy email builder and automation tools that make putting together campaigns simple and quick. While it’s not quite as much of an end-to-end offering as HubSpot, it’s a very solid email platform.
It also comes with a mobile app that lets you create and manage your email campaigns on your mobile device, which is pretty handy.
Why Opt-In Platforms Can’t Do Outbound
While the actual act of sending an email doesn’t really change between platforms – you create your email, plug in your contact list, and hit send – there’s a huge difference between sending to opted-in contacts and to cold ones.
That difference is in deliverability – namely, how well your campaigns manage to reach inboxes instead of junk folders. With opt-in, you don’t need to worry about that too much.
Cold email is a different beast, though. Since you can scale your campaigns to an immense size right off the bat, you might find yourself sending a campaign to 100,000 contacts at once. That’s a little more challenging than a newsletter to a couple thousand subscribers!
There’s a lot of factors that play into it. When you send an email, it goes through two spam filter checks. One on the way out of your email client, and one at the recipient’s end. Spam filters track your trustworthiness, or how likely your campaign is to be spam, using something called a sender score.
This is a fairly deep topic that’s beyond the scope of this post, but in a nutshell, there are a wide variety of things that spam filters take into account, and when you set off too many red flags, your sender score is impacted. Lower sender score results in your emails going to the junk folder more, for example.
You don’t want that, obviously, so it’s important to avoid scaring the spam filters. That’s why opt-in email senders like HubSpot don’t work for cold campaigns. (They also often outright don’t allow cold lists anyway!)
So you need a different platform if you want to send to cold contacts and generate leads that way.
Lead Generation: Clickback
Sending cold campaigns is an exceptionally effective way to generate new B2B leads. Those technical challenges would appear to make it a bit more difficult to pull off, but with the right software, you’re golden.
One of the big differences between inbound and outbound email is the contacts themselves. With inbound, you’re organically gathering contacts, but for cold email you need to purchase a list.
The trick is purchasing the right list. You need a high-quality list full of real people, so make sure you’re buying from a reputable data provider that aggregates their data instead of scraping it. Scraped lists are a quick way to ruin your sender score and waste money in the process.
If you’re not sure where to find a good vendor, drop us a line and we’ll refer you!
Clickback’s email lead generation platform is designed to handle all the technical challenges of cold email, so you just need to worry about crafting awesome campaigns!