Marketing products and services is an essential part of business success, but the process can be difficult and frustrating. In fact, for many SMBs, marketing strategy is an afterthought, considered only after they’ve perfected their products or services.

This guide from TechRepublic Premium includes information on why email marketing works and an analysis of the relevant features.

The accompanying Excel file in the download is a comparison tool that will help decision makers in your organization evaluate available services and software.

From the guide:

WHY USE EMAIL MARKETING?

While social media marketing tends to garner most of the headlines these days, email is still a widely used and effective way to connect with customers. The general benefits of email marketing include:

Effectiveness. According to Statista, the number of active email users worldwide is around 4.37 billion. Email is so common and entrenched in our culture that it is practically ubiquitous.

FEATURES

There are numerous features to consider when choosing the best email marketing service or software vendor for your business. The overall importance of each feature to your ultimate choice will vary depending on why you are undertaking your email marketing campaign and what you plan to accomplish.

Unlimited emails. Depending on the size of your business, you may not want to choose a vendor that limits the number of emails you can send for each marketing campaign. If you need to send an email to one million customers, then any software limitations will not work