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8 Email Marketing Metrics That Actually Matter in 2024

Julian Lankstead
Julian Lankstead
Feb 9, 2024
8 Email Marketing Metrics That Actually Matter in 2024

It's time to get real with your email marketing metrics. Forget vanity numbers like open rates (though, who doesn't love a good open?). We're talking metrics that go beyond the "seen" and show the "sold," the "clicked," and the "aha!" moments marking your campaign success.

Email marketing is about laser-targeting your audience and driving results. But with data points, how do you know what truly matters?

Ditch the guesswork with our 8 must-track email metrics. We'll break down the what, why, and how behind each one, empowering you to optimize your campaigns.

Let’s get to it!

What are email marketing metrics?

Email marketing metrics are quantifiable measures that tell you how your email campaigns perform and how recipients interact with your emails. Additionally, by monitoring your email marketing metrics you can evaluate the effectiveness of your email marketing strategy. Email marketing metrics have four general classifications:

  • Engagement: These rates tell you if your audience is  interacting with your messages. Examples are open rates, click-through rates, and email sharing/forwarding.
  • Conversion: These rates measure the success of your campaigns in guiding recipients toward the desired action. The major metrics that show how your email converts are the conversion rates and revenue per email. 
  • Delivery & Health: These rates give you crucial insights into the technical health of your campaigns, ensuring your emails reach the right inboxes and avoid dreaded spam folders. Examples include bounce rates and spam complaints.
  • Growth: These tell you how your email list is evolving, helping you attract new subscribers and retain existing ones. List growth rate and churn rate are examples of growth metrics.

By regularly racking these key metrics, you can use data to confidently fine-tune your email strategy and ensure it is consistently generating results and helping you achieve your marketing goals.

Why are metrics important in email marketing?

With over $10 billion - with a B - generated through email marketing, learning how to read and understand your email metrics helps you get the most of your efforts and maximize results. Metrics aren't just numbers; they're storytellers, truth-tellers, and action-prompters. 

They help you:

  1. Optimize your campaigns: By identifying underperforming aspects, you can make informed adjustments. For instance, A/B testing based on metrics allows you to experiment with elements like subject lines, visuals, or call-to-action buttons. This process helps you optimize your campaigns for maximum impact. It ensures you continually improve your strategy.
  2. Craft captivating content: Understanding what content resonates allows you to tailor future emails to cater to their preferences. For example, analyzing open rates helps you gauge the effectiveness of your subject lines. Likewise, click-through rates highlight the content that attracts the most interest. This insight enables you to craft more compelling and relevant content, increasing engagement.
  3. Predict trends and stay ahead of the curve: Regularly tracking metrics provides a historical view of your email performance. Patterns and trends in metrics can indicate changing audience preferences or industry shifts. By staying attuned to these trends, you can anticipate changes in your audience's behavior and adjust your email marketing strategy accordingly. This approach keeps you ahead of the curve and ensures your campaigns remain relevant.
  4. Prove the ROI of your email marketing efforts: Metrics provide tangible evidence of your success, justifying your investment and securing buy-in from stakeholders. They provide quantifiable data on key performance indicators, demonstrating the impact of your efforts. When presenting these metrics to stakeholders, you're not just sharing numbers. You're showcasing the tangible results of your campaigns. This, in turn, helps in securing continued support from key decision-makers.

In short, email marketing metrics transform guesswork into actionable insights. For the next stop, we'll dig into the top 8 email marketing metrics you need to track in 2024.

8 email marketing metrics that actually matter 

Email marketing metrics are like the vital signs of your email campaigns. They help you understand how well your emails are performing and how engaged your audience is. 

Let's break down a few key metrics:

1. Click-through rate

The click-through metric tells how many folks clicked on the links you dropped in your email. It is a direct indicator of engagement, showcasing the effectiveness of your content and the resonance of your call-to-action. It's like the applause after a killer performance - you want lots of it!

Why click-through rates matter

  1. Audience engagement: CTR shows the level of interest your email generates. A higher CTR indicates that your audience finds your content compelling and is motivated to take further action.
  2. Content Relevance: Check the links that get the most clicks. You can tell the specific content that resonates with your audience by analyzing the links that receive the most clicks. This knowledge is invaluable for tailoring future emails to match their preferences.
  3. Call-to-Action (CTA) Check: A solid CTR means your CTA is compelling, making people tap their screens. If your CTA is clear, compelling, and strategically placed, it should drive a higher click-through rate.

How to calculate CTR

Divide the unique clicks by the number of delivered emails, then multiply by 100.

Let’s say you sent out your email to 1,000 subscribers, and after, you find out that 150 people clicked on your links.

Your Click-Through Rate is 15%. It means 15% of your audience decided to click on your links.

A Click-Through Rate (CTR) of 15% is generally considered quite good. It indicates that many of your audience found your email content compelling enough to take action by clicking on the links. 

A typical CTR can vary by industry and the nature of the email, but a rate of 15% suggests that your email engaged a substantial portion of your audience.

Tips to increase click-through rate

  • Compelling Content: Craft engaging and relevant content that entices readers to explore further.
  • Clear CTAs: Ensure your calls-to-action are clear, prominent, and aligned with the overall goal of your email campaign.
  • A/B Testing: Experiment with elements like CTA placement, wording, or design. That will help you identify what resonates best with your audience.

2. Unsubscribe rate

Unsubscribe Rate metric that reveals the percentage of recipients who choose to opt out of your email list. It's a measure of disengagement and signals when subscribers stop receiving your emails.

Why unsubscribe rates matter

  • Audience feedback: Unsubscribe Rate provides direct feedback from your audience. When someone unsubscribes, it's a clear signal that something about your emails might not resonate with them.
  • Content evaluation: A sudden spike in unsubscribes after a specific email indicates it's time to evaluate the content or frequency of your emails. It helps you identify potential issues and make adjustments.
  • List health: Monitoring the unsubscribe rate helps maintain a healthy email list. High unsubscribe rates might be a sign that your list needs cleaning. It may also mean you're overloading subscribers with too many emails.

How to calculate unsubscribe rate

To calculate the unsubscribe rate per email campaign, divide the number of unsubscribes by the number of active subscribers, then multiply by 100.

Let's say you sent out 1,000 emails, and during that time, 20 subscribers decided to bid farewell and clicked that unsubscribe link.

So, your unsubscribe rate is 2%. It means 2% of those who received your email decided to part ways.

This rate is acceptable because a low unsubscribe rate is generally considered positive. Keep monitoring this metric to ensure it stays healthy, and adjust your email strategy if needed.

Tips to reduce unsubscribe rate

  • Feedback loop: Some unsubscribe forms ask why people are leaving. Use this feedback to tweak your content strategy. It's like learning what songs people want to skip.
  • Frequency poll: If you see a significant increase in unsubscribes, assess the frequency of your emails. Finding the right balance ensures you stay in touch without overwhelming your audience.
  • Content variety: Try to keep your content fresh and varied to maintain subscriber interest. A diverse range of content reduces the likelihood of audience fatigue.

Unsubscribe Rate is a metric that helps you stay attuned to your audience's preferences. While losing subscribers is inevitable, using this data wisely allows you to refine your approach and keep your email list healthy.

3. Conversion rate

Conversion Rate is the metric that tells you how many recipients clicked on your email links and took the desired action afterward. It depicts the moment when engagement translates into success.

Why conversion rates matter

  1. Actionable engagement: Unlike clicks, which show interest, the conversion rate zooms in on the real deal—actions. It could be making a purchase, filling out a form, or any goal you set for your email.
  2. Effectiveness gauge: A high Conversion Rate means your email grabbed attention and convinced people to follow through. It's a solid indicator that your email is effective in driving results.
  3. Campaign impact: Conversion Rate ties directly to your campaign objectives. Whether it's boosting sales or nurturing leads, this metric shows how well your emails contribute to these outcomes.

How to calculate with an example

Divide the number of conversions by the number of emails delivered, then multiply by 100.

Let's say you sent out an email campaign, and out of the 200 clicks, 10 people made a purchase.

So, your conversion rate is 5%. 5% of the folks who clicked on your links became happy customers.

In the example provided, the Spam Complaint Rate is 0.5%. Generally, a Spam Complaint Rate of 0.1% or lower is considered acceptable in the industry. In this case, 0.5% is on the higher side.

A higher spam complaint rate can impact your sender reputation and deliverability. It's essential to investigate the reasons behind the complaints.

Tips to improve conversion rate

  1. Define your goals: Clearly outline the actions you want your audience to take. Whether making a purchase or signing up for an event, a defined goal makes tracking conversions more meaningful.
  2. Optimize landing pages: Often, the conversion journey doesn't end in the email; it continues on a landing page. Ensure your landing pages are aligned with your email content to facilitate a seamless transition.
  3. CTA clarity: Make your call-to-action (CTA) crystal clear. Ambiguity can be a conversion killer. Guide your audience on what steps to take next.

4. Spam complaint rate

The Spam Complaint Rate is the guardian at the gate, telling you how many recipients marked your email as spam. The metric ensures your emails stay in the inbox and out of the dreaded spam folder.

Why spam complaint rates matter

  • Deliverability Concerns: A high Spam Complaint Rate is a red flag. Email providers take spam complaints seriously, and if your rate is too high, it could impact your email deliverability.
  • Content Evaluation: High spam complaints suggest that something in your email content or frequency irks your audience. It's a signal to evaluate and tweak your approach.
  • Brand Reputation: Consistently landing in the spam folder harms your brand's email reputation. Maintaining a low Spam Complaint Rate is crucial for a positive sender reputation.

How to calculate with an example

Divide the number of spam complaints by the number of delivered emails, then multiply by 100.

If you sent out 1,000 emails and received 5 spam complaints:

So, your Spam Complaint Rate is 0.5%. Keeping it low ensures your emails keep landing in the inbox where they belong.

How to keep it low

  • Opt-In Strategies: Ensure your subscribers willingly opt-in to receive your emails. Unwanted emails are more likely to be marked as spam.
  • Clear Unsubscribe Option: Make it easy for subscribers to opt-out. A transparent unsubscribe process reduces the likelihood of spam complaints.
  • Content Relevance: Send content that aligns with subscriber expectations. Misleading or irrelevant content increases the chances of being marked as spam.

5. Bounce rate

Bounce Rate is the email metric that tells you the percentage of emails that couldn't be delivered successfully. Those are emails that fail to reach their intended recipient's inbox.

Why bounce rates matter

  • Delivery health check: Bounce Rate is your go-to for checking the health of your email delivery. A high bounce rate could indicate issues with your email list or the quality of your contacts.
  • List cleanliness: Regularly monitoring bounce rates helps keep your email list clean. Removing invalid or inactive email addresses ensures you send to an engaged audience.
  • Sender reputation: High bounce rates can negatively impact your sender reputation. Email providers pay attention to bounce rates when determining the credibility of senders.

How to calculate a bounce rate

Divide the number of bounced emails by the number of sent emails, then multiply by 100.

If you sent out 1,000 emails and 30 of them bounced:

So, your Bounce Rate is 3%. It means 3% of your emails hit a roadblock and couldn't be delivered. 

A Bounce Rate of 3% is generally considered acceptable. It's common to have a small percentage of bounces due to some factors. It could be temporary issues with the recipient's email server or invalid email addresses on your list.

But, if you notice a sudden increase or if it consistently exceeds 5%, investigate and take corrective actions

Tips to reduce bounce rate

  • Segmentation and targeting: Ensure you send emails to relevant audiences. This reduces the chances of bouncing due to mismatched content.
  • Regular list cleaning: Remove invalid or inactive email addresses from your list. It's like decluttering your guest list for a smoother party.
  • Use double opt-in: Implementing a double opt-in process ensures subscribers genuinely want to receive your emails, reducing the likelihood of bounces.

6. Deliverability rate

The deliverability email marketing metric measures the percentage of emails that successfully reach your recipients' inboxes.  

Why deliverability matters

  • Inbox presence: Deliverability rate checks if your emails land in the inbox, not the dreaded spam folder. High deliverability means your messages are reaching your audience effectively.
  • Sender reputation: Email providers consider your deliverability when assessing your sender reputation. Consistently high deliverability contributes positively to your reputation as a sender.
  • Engagement impact: Emails that reach the inbox have a better chance of being opened and engaged. A high deliverability rate sets the stage for successful email campaigns.

How to calculate with an example

Subtract the bounce rate from 100%. 

If you sent out 1,000 emails and 970 of them successfully reached the inbox:

So, your Deliverability Rate is 97%. It means 97% of your emails successfully navigated the inbox maze.

A Deliverability Rate of 97% is excellent. It shows that most of your emails successfully reach the intended inboxes. That is a positive sign for the effectiveness of your email campaigns.

Tips to ensure high deliverability

  • Clean email lists: Regularly update your email lists to remove invalid or inactive addresses. This enhances deliverability by focusing on engaged recipients.
  • Authentication protocols: Implement authentication protocols like DKIM and SPF to verify your identity as a sender. This adds credibility and improves deliverability.
  • Engagement strategies: Craft engaging content that encourages opens and clicks. Positive recipient interactions boost your sender reputation.

7. List growth rate

List Growth Rate measures how fast your email subscriber list is expanding. It's is the percentage by which your email list grows over a specific period.

Why list growth matters

  1. Audience reach: A growing email list means a broader audience for your messages. It expands the reach of your campaigns and potential engagement.
  2. Fresh perspectives: New subscribers bring fresh perspectives. A diverse audience can provide valuable insights and enhance the overall engagement with your content.
  3. Long-term sustainability: A healthy List Growth Rate contributes to the long-term sustainability of your email marketing efforts. It ensures a continuous influx of potential customers and supporters.

How to calculate list growth rate

Divide the difference between your current and previous list size by your previous list size, then multiply by 100.

If you started the month with 1,000 subscribers and ended with 1,200:

So, your List Growth Rate is 20%. It means your email party gained 20% more attendees during the month. A 20% growth rate is quite good. It generally suggests effective strategies for attracting new subscribers.

How to boost list growth

  1. Engaging opt-in forms: Craft engaging and clear opt-in forms on your website, landing pages, and social media. Make subscribing easy and enticing.
  2. Lead magnets: Offer lead magnets like e-books, exclusive content, or discounts to encourage sign-ups. Provide value to your audience from the get-go.
  3. Social media promotion: Leverage your social media channels to promote your email newsletter. Use teasers and highlights to spark interest and drive sign-ups.

8. ROI on emails

Return on Investment (ROI) on emails assesses the profitability of your email marketing campaigns. It's the revenue generated for each dollar spent on your email marketing campaign.

Why ROI matters

  1. Business impact: ROI on emails directly ties to your email efforts to business outcomes. It measures how well your campaigns contribute to revenue generation and overall business success.
  2. Resource allocation: Understanding the ROI helps in optimizing resource allocation. It guides decisions on budget, time, and efforts invested in email marketing based on the returns achieved.
  3. Performance benchmark: ROI is a benchmark for the success of individual campaigns. It enables you to identify high-performing strategies and areas that might need improvement.

How to calculate ROI on emails

Subtract the cost of your email marketing campaign from your revenue from the campaign, then divide it by the campaign cost.

For example, if your email campaigns generated $5,000 in revenue, and the cost was $1,000:

So, your ROI on Emails is 400%. It means for every dollar invested in email campaigns, you generated a return of $4.

An ROI on Emails of 400% is excellent. It shows that your email marketing campaigns generate substantial returns compared to the costs. 

Tips to improve your ROI on emails

  1. Segment your audience: Tailor your emails to different segments of your audience based on factors like demographics, behavior, or purchase history. Personalized and targeted content tends to perform better.
  2. Optimize email timing: Experiment with sending emails at different times and days to find the optimal schedule for your audience. Understanding when your subscribers are most active can boost engagement.
  3. Create catchy subject lines: The subject line is the gateway to your email. Create attention-grabbing and compelling subject lines that entice recipients to open and explore the content inside.
  4. Clear calls-to-action (CTAs): Make your CTAs prominent, clear, and enticing. Guide your audience on the actions you want them to take, whether making a purchase, signing up, or downloading.
  5. A/B testing: Experiment with different elements of your emails, such as subject lines, visuals, or CTAs, using A/B testing. This helps identify what resonates best with your audience and allows you to optimize accordingly.
  6. Monitor analytics: Regularly analyze the performance metrics of your campaigns. Identify what's working well and areas for improvement. Data-driven insights help in making informed decisions.
  7. Maintain list hygiene: Regularly clean and update your email list. Removing inactive or invalid subscribers helps maintain a healthy list and ensures your messages reach an engaged audience.

The Power of Design: Elevating email metrics with Beefree

Beyond just the numbers and data crunching, how your emails look and work can make a big difference in getting people interested and clicking through. In the fast-paced world of email marketing, where every click and conversion is a big deal, having emails that are responsive, eye-catching, and well-optimized is key.

That's where Beefree comes in. With its user-friendly interface and intuitive features, Beefree empowers you to create emails that not only meet but exceed the expectations set by the metrics that truly matter. It's not just about meeting expectations; it's about blowing them away. Beefree ensures that your emails are not just visually appealing but also strategically crafted for maximum impact, making a real connection with your audience. The best part? It's free! 

Start designing now!

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Best Practices in Email Marketing for Digital Agencies

Delve into the email marketing best practices that can empower digital agencies to harness the full potential of emails. From crafting compelling content to leveraging automation and segmentation, these practices are essential for driving engagement, nurturing leads, and achieving remarkable results
Beefree team
Apr 10, 2024

For fast-paced digital marketing agencies, it's common to focus on nurturing and expanding your clients' businesses, that you leave little room to promote your own services. While this is unintentional, this oversight may be hindering your agency's growth potential.

That's where email marketing comes in as a game-changer forbusy agencies. With email creation becoming more intuitive, powerful, and 37% of brands increasing their email budgets it's clear to see that email continues to grow as an effective marketing solution.

Let's delve into the best practices that can elevate your agency's email marketing game and unlock new avenues of success.

Why email marketing benefits digital marketing agencies

With 4.3 billion email users, email continues as a sustainable, cost-effective, and high-converting solution to effortlessly balance client acquisition and client retention.

This single strategy enables targeted outreach to engage and move audiences through different stages of the buyer's journey. For new audiences, email marketing can be used to show them your work, promote services, and reasons to work with you. For customer loyalty and retention, email can be used to upsell and/or communicate the consistent value you bring to your clients.

Email marketing presents a lucrative opportunity for marketing agencies of all sizes to thrive and grow. By consistently engaging potential clients and ensuring your presence remains prominent, you establish top-of-mind recall for marketing services.

#1: Segmentation to keep the balance

As your organization grows, you will notice that your audience has a wide range of interests depending on their demographics, business, and needs. Segmentation involves dividing your email list into different groups based on specific criteria, such as industry or stage in your client acquisition journey.

Segmentation enables you to send targeted and personalized content to each group, increasing the relevance and effectiveness of your campaigns and ROI. For example, if you have a segment of subscribers who are interested in social media marketing, you can tailor your emails to provide them with valuable tips and resources in that area.

Seer Interactive, for instance, is a digital marketing agency serving a variety of audiences from digital marketers who need to stay up to date on best practices to prospective customers. You can see in the example below how Seer differs their emails based on the audience.

Email for digital marketers:

Focuses on speaking to digital marketers who are interested in learning more about how to improve their services, what's new in the industry, and new tools and solutions.


Email for potential clients:

The second email targets potential clients who are likely in the discovery phase of what an agency does. Seer provides some insights to help the reader make more informed decisions with comparisons, a checklist, and an article with what to expect. This email, while does not directly promote Seer's services, let's the reader know that this agency is here to help keeping them top of mind.

Segmenting your audience using the customer journey funnel

As mentioned earlier, one of the most beneficial aspects of email marketing for agencies is the ability to maintain balance between client acquisition and customer retainment. In our professional experience, the best way to do this is to map out your customer journey and plan out how each stage serves your audience and of course moves them through the journey. While your client’s journey may vary depending on your services, but typically it entails the following: 

  • Awareness: In this stage, prospects have heard your name but are just getting to know who you are. This is where you can create a sequence of emails for them to get to know your agency, the services you offer, and what makes you unique. 
  • Consideration: This audience is weighing their options about the best marketing agency for them. This is where you will likely begin to provide statistics about the returns you’ve achieved for other clients or share testimonials. 
  • Decision/conversion: This is the stage when prospects just need that final push to take action and sign on as clients. In this stage, you can offer incentives or a free trial of one services.
  • Loyalty: This is the stage when a business has signed on as a client or made a purchase and your goal is to retain them. You’ll want to send these clients loyalty-boosting content like announcements about new products, appreciation for their support, and informative content that is helpful to them.

Ultimately, segmentation is a great way to keep your subscribers engaged and drive client acquisition and retention. Once you have a clear understanding of your client journey and the goals at each stage, now it's time to grow your email list.

#2: Building and growing your email list

To maximize the effectiveness of your email marketing campaigns, it is essential to first start building a quality list of people who are interested in what you have to offer and say.

  1. Make it easy to subscribe: Whether you're using a form on your website or a landing page, make sure that your process is simple. Only ask for only essential information, ideally only up to three. Some suggestions are name, email address, and a question that could help you segment them into groups such as "are you looking for an agency?" This simple question could help segment new subscribers to cold vs. hot leads. Don't forget to use a clear CTA that communicated what the next step is.  
  2. Leverage social media: Promote your email list on social media platforms like Facebook, Instagram, Tik Tok, and Twitter/X to reach a wider audience and encourage sign-ups.
  3. Offer valuable incentives: Provide something of value, such as appealing discounts on a client’s first service or exclusive content like a guide to social media marketing in exchange for people signing up to your email list.
  4. Regularly clean your list: While building and growing your email list, it is important to regularly examine your subscribers and remove those who are not engaging. This helps maintain a healthy list and ensures that your metrics accurately reflect subscriber engagement.
  5. Don’t forget existing clients: Add your existing clients to your mailing list so they can stay up to date on your latest services and offers. Additionally create a segment of former clients who have not engaged with your agency in a while. This segment is perfect for targeted emails meant to re-engage them, like personalized information about where they left off in the process and a call-to-action button for them to jump back in.
  6. Provide compelling content consistently: Deliver content that is interesting, informative, and valuable to keep subscribers engaged and to make them more likely to tell others about your mailing list. The friends they tell may become subscribers and eventually clients.

Keep these best practices in mind to build a high-quality subscriber list who are genuinely interested in your brand. 

#3: Designing high-converting emails

The effectiveness of your email campaigns is directly influenced by the design choices you make. Research shows that visually appealing designs can significantly enhance engagement rates.

Email design best practices

Strategic design choices not only make your emails more appealing, but also drive higher conversions.

  1. Personalize your emails: HubSpot ranks message personalization as one of the most effective strategies for email marketing. Tailor the content based on their interests or past interactions with your brand, such as by including a section for recommended services. This increases engagement and makes your emails more relevant.
  2. Use professional and high-quality visual design: Use high-quality images and graphics that support your message and reflect your brand's identity. A visually appealing email is more likely to capture attention and encourage click-throughs. In fact, according to Campaign Monitor, communications with visuals receive 650% more engagement than those without.
  3. Include a clear call-to-action (CTA): Wordstream found that one CTA in your email can garner 371% more clicks and over 1600% higher sales. Your CTA should be prominent, concise, and action-oriented. Make it easy for recipients to understand what they need to do next, whether it's making a purchase, signing up for an event, or downloading a resource.
  4. Maintain consistent branding: Ensure that your email templates align with your brand's colors, fonts, and overall visual style. Consistency helps build recognition and reinforces trust with your audience, and according to GaggleAMP, customers who feel connected to your brand account for 37% of revenue and spend twice as much.
  5. Design for mobile devices: According to eMarketer, over half of emails are opened on mobile devices. Be sure your emails are mobile-friendly so they still look clean and engaging for your recipients.

Leverage email templates

Email marketing templates are a great asset for your email design. Many email marketing tools offer pre-designed emails that you can easily customize to suit your needs and brand guidelines.

By using pre-built templates, your agency can significantly reduce the time and effort required to create engaging emails, ultimately boosting your return on investment (ROI) by maximizing the impact of your email marketing efforts.

source: https://app.userevidence.com/assets/9921CTHL

Ensure responsive, mobile-optimized, HTML email design

When designing your marketing emails, designing in HTML helps ensure that your emails will be readable in nearly any email app (like Gmail, Outlook, and so on) and device. Fortunately, you don’t have to be an HTML coder to create HTML emails.

Now a days, there are many tools that offer an easy-to-use design interface so you can design your emails and export the HTML the solution builds for you. These tools, streamline and make the design process more efficient, without the need to have any knowledge on HTML or CSS.

By utilizing an HTML email design tool, such as Beefree, not only can you enjoy the peace of mind that your emails will render well, but you also benefit from a solution that helps you and your agency save time, increase productivity, and get more done with less resources.

source: https://app.userevidence.com/assets/7845FVNE

However, not all HTML email builders are made equal.

#4: Choosing the right email marketing software for your agency

A stellar email campaign starts with effective and productive email marketing software. When choosing email marketing software, it's important to consider factors such as ease of use, customization options, integration capabilities with other tools, and more.

Factors to consider when choosing email marketing software

How do you determine which of the many email marketing tools is the best fit for your agency’s needs? Here are some important factors to consider while you weigh your options:

  1. Check out the features: Every software has its own collection of features like scheduled sending, automated options for sending a series of emails, personalization, design capabilities, and so on. Compare tools and their features against your list of must-haves.
  2. Examine the pricing: Cost matters in your ROI. Pick a service that fits your budget.
  3. Consider other capabilities: Some tools offer email marketing along with other helpful services like social media ads, website analytics, and so on. Consider whether there are email marketing tools that will also replace some of your other software.
  4. Try A/B testing: If you’re able to try out multiple email tools at the same time, consider sending a few campaigns with each tool to see if one performs better than the other.
  5. Weigh the integration capabilities: Consider email marketing platforms that may integrate with some of the other tools you use, like your client management system. This applies to email tools that integrate with other email tools too, like BeeFree which provides a user-friendly way to design your emails and smoothly send them with nearly any email sending platform
  6. Preview emails: Check out examples of what other businesses have created using each email tool.
  7. Read reviews and research: See what other businesses (and especially other marketing agencies, if possible) have to say about each tool.

Recommended email marketing tools

Here's a quick rundown of some recommended email design tools that can help maximize your ROI:

HubSpot

  • Key features: AI-driven marketing automation, built-in analytics, advanced segmentation, customizable templates.
  • Benefits: Targeted emails improve ROI and overall marketing strategy. HubSpot's AI can help with segmentation and crafting tailored emails for each recipient.

MailChimp

  • Key features: Easy usability, broad template selection, robust automation, analytics.
  • Benefits: Good for beginners and seasoned marketers alike, MailChimp offers an intuitive platform with high flexibility.

Constant Contact

  • Key features: User-friendly interface, diverse template library, event management tools, social media integration.
  • Benefits: Great for small to midsize businesses. It offers a range of features that can help streamline and automate your email marketing processes.

GetResponse

  • Key features: All-in-one platform, landing page builder, advanced analytics, webinar hosting
  • Benefits: If you're looking for more than just email marketing, GetResponse offers a suite of tools including landing page and webinar solutions.

ActiveCampaign

  • Key features: Advanced automation, CRM integration, messaging features, customer behavior tracking
  • Benefits: ActiveCampaign is ideal for businesses with a focus on customer relationships. It offers extensive automation and tracking capabilities for a more personalized approach.

Beefree

  • Key features: Specializing in HTML email design, with an extensive catalog of email templates to use and a drag-and-drop email editor for complete customization
  • Benefits: While emails cannot be exported via Beefree like the above, Beefree integrates with all major email sending platforms for easy use with your favorite software. Additionally, the application offers free and cost-effective plans to help you get started.
source: https://app.userevidence.com/assets/2327OLKA

To ensure you're choosing the right tool, consider your organization's unique needs, the tool's capabilities, and how well it integrates with your existing marketing tech stack.

#5: Automating Your email marketing efforts

Leveraging automation in your email marketing strategy can significantly enhance your outreach efforts and improve your email marketing ROI. By automating certain aspects of your email campaigns, you can ensure timely and targeted communication with potential clients, increasing the likelihood of engagement.

Automation allows you to schedule emails to be sent at optimal times and personalize content based on user behavior. This not only saves time and resources but also maximizes the impact of your emails. There are several ways that your agencies can incorporate automation, but here are some:

  • Sending an email to clients who started but didn’t complete your inquiry process.
  • Automated welcome series for new clients that introduces them to your work process.
  • Automated follow-ups for webinars, events, or meetings.

Benefits of email marketing automation

  1. Increased efficiency: With automated emails, you can reach a larger number of clients or reach clients more reliably without having to manually send individual emails.
  2. Engagement and lead nurturing: Marketing automation sometimes offers advanced features like lead scoring and nurturing. You can segment your audience based on their behavior or interests, ensuring that they receive relevant content tailored specifically for them.
  3. Advanced user segmentation: Automation allows you to segment your email list based on various criteria such as demographics, purchase history, or engagement level. This enables you to send personalized messages that resonate with each segment of your audience.
  4. Increased conversions: By sending targeted and timely emails through automation, you can significantly improve conversion rates. Whether it's encouraging a purchase or promoting an upcoming event, automated emails can help drive more conversions for your agency.

#6: Tracking and measuring for success

To ensure the effectiveness of your email marketing efforts, it is crucial to track and measure key metrics such as open rates, click-through rates, and conversion rates. This data helps you recognize trends, such as what designs or content resonate the most with your clients, and help make informed decisions for your next campaign.

Important metrics to track

Here are some key metrics that you should track throughout your agency’s email marketing campaigns.

  1. Open rate: Shows the percentage of recipients who opened your email out of those who received it. It gives insight into the effectiveness of subject lines and sender names.
  2. Click-through rate: Measures the percentage of recipients who clicked on a link within your email. It helps you evaluate the effectiveness of your email content and call-to-action.
  3. Conversion rate: Tells you how many recipients took the desired action after clicking through your email. In the case of a marketing agency, that action could be filling out your website’s contact form.
  4. Bounce rate: Tracks the percentage of emails that were not delivered to recipients' inboxes due to invalid or non-existent email addresses.
  5. List growth rate: Allows you to assess how quickly your email list is expanding so you can adjust your acquisition strategies accordingly.
  6. Email sharing/forwarding rate: Measures how often recipients share or forward your emails to others. It can indicate whether your content resonates with your audience and has potential for increased reach.
  7. Unsubscribe rate: Monitors the percentage of recipients who unsubscribe from your emails after receiving them. High unsubscribe rates may indicate issues with targeting, content relevance, or frequency.

To learn more about how to measure and make informed decisions based on each metrics read: 8 Email Metrics That Actually Matter in 2024

Unlocking the power of email marketing for agencies

Digital marketing agencies have a unique business model and a unique use for email marketing. Unlike many businesses, you aren’t trying to use your email marketing to make a quick sale or appeal to impulse buyers. You’re trying to establish a genuine and ongoing connection with potential clients and show them the concrete value you can bring to their businesses. Agency-specific strategies like those above can help you make the most of every email you send.

Want a more efficient way to create compelling marketing emails? The Beefree "Business" plan is the perfect solution for growing agencies to scale their email marketing processes and campaigns. Start your free 15-day Business trial today

source: https://app.userevidence.com/assets/2651YKEJ


Frequently asked questions for agencies

1. How can email marketing help digital agencies maximize their ROI?

Email marketing helps digital agencies maximize their ROI by allowing them to reach a targeted audience, build relationships with clients, and drive traffic to their website or landing page.

2. What are some best practices for email marketing in digital agencies?

Some best practices for email marketing in digital agencies include segmenting the audience according to interests or needs and other factors, personalizing emails, creating compelling subject lines and content, optimizing for mobile devices, and analyzing campaign data to make improvements.

3. How often should digital agencies send emails to their subscribers?

The frequency of sending emails will depend on factors such as the industry, target audience, and goals of the campaign. However, it is generally recommended to maintain a consistent schedule that provides value without overwhelming subscribers.

4. What metrics should digital agencies track to measure the success of their email marketing campaigns?

Digital agencies should track metrics such as open rates, click-through rates (CTRs), conversion rates, bounce rates, and unsubscribe rates to measure the success of their email marketing campaigns.

5. Are there any legal considerations when conducting email marketing for digital agencies?

Yes, there are legal considerations when conducting email marketing. Digital agencies need to comply with anti-spam laws like the CAN-SPAM Act in the United States and GDPR in Europe by including clear opt-in/opt-out options, providing accurate sender information in each email sent, and following other guidelines.

Beefree vs Knak: How Beefree and Knak Stack Up in the World of Email Marketing

Discover the showdown between Beefree and Knak in the realm of email marketing. This blog dissects the strengths, weaknesses, and unique offerings of both platforms, providing valuable insights for marketers seeking the perfect fit for their email design needs.
Beefree team
Apr 4, 2024

There's a multitude of factors contributing to successful email marketing, spanning from your subscriber list to segmentation, personalization, and notably, your email design. In fact, according to Hubspot, 20% of marketers witness enhanced email engagement as a result of enhancing their email design.

However, when it comes to email design, often times email builders in your ESPs can often feel limiting. To help you find the right fit, let’s compare two favorites in the field: Beefree vs Knak.

Beefree vs Knak: An in-depth comparison for digital marketers

Before we put Beefree and Knak head to head to see how they compare to meet the needs of your business, let’s get to know each of these tools.

What is Beefree?

Beefree is a web-based SaaS tool enabling email creators to design emails and landing pages without code. The application features an easy-to-use  interface and translates your design choices to HTML, assembling a responsive email that displays smoothly across all email client like Gmail, Outlook, and more. The ultimate goal of Beefree is to make efficient email design accessible to all, not just experienced coders. The drag and drop builder enables organizations including small businesses and freelancers to elevate their email marketing potential.

Knak at a glance

Like Beefree, Knak is a web-based platform that helps organizations develop professional emails and lancing pages without the need for coding or a design background. Knak’s core focus is streamlining email marketing for larger marketing teams and enterprises. Its features center around collaboration and brand control, allowing administrators to set clear limits so that emails always align with your organization's guidelines.

Feature comparison

How well an email design platform works for your business will largely depend on the features it offers. Which one has the feature lineup you need: Beefree or Knak? Let’s compare.

User interface and ease of use

Making email design easy and accessible for non-coders is the key purpose of both Beefree and Knak, so unsurprisingly, both offer an excellent ease of use. The design interfaces on both platforms are made to be intuitive and to make email design more efficient.

There are some user experience features that differ between the two platforms.

Email testing:

  • Beefree: Users can test how emails will look directly in-app across different devices. You can also test how your email will render in dark mode, send tests, or scan a QR code to easily see how it will look on your mobile device.
  • Knak: Offers an email testing center where users can see how emails will render across different devices and email clients.

AI capabilities:

  • Beefree: In-app AI writing assistant to support copy, image ALT text, and CTAs.
  • Knak: AI capabilities for email translation.

Multi-language content:

  • Beefree: Beefree offers users with the ability to create emails and pages in one primary language and set additional language localizations directly in-app.
  • Knak: As mentioned above, Knak's translation feature is powered by AI. Users can easily create up to 75 variants of your campaigns in different languages.

Integration capabilities?

Template design

Email templates enable professionals to quickly create and send campaigns without the need to start from scratch. Beefree's catalog is the largest in the market with over 1,700+ free email and page templates spanning across a wide range of industries, purposes, and seasons. Even if you prefer to start from scratch, the catalog is a great place to fuel your creativity.

Knak, on the other hand, takes a different approach to providing inspiration. Their Email Gallery showcases 50+ emails from different brands and categories with tips for users to implement into their campaigns. Additionally, to redeem a free template from Knak, there are some prerequisits:

1. Your company must have an annual company revenue of more than $500M

2. You must schedule a 30-minute demo with a Knak expert.

Knak takes a different approach that centers on brand consistency. This platform features an Admin Control Hub which allows administrators to limit users to only specific modules, colors, fonts, images, and customizations.

This way, especially on large teams, administrators will know that every email is on-brand because team members can’t use non-brand colors or design.

As a result, Knak relies less on pre-made templates and more on allowing administrators to create their own templates for internal use.

Customization

As mentioned previously, a downfall of many email builders, specially those in ESPs, is their rigidity. Both Beefree and Knak understand this clearly and aim to provide users with the in-depth customization capabilities.

Dynamic content capabilities?

  • Beefree: Yes
  • Knak: Yes

Brand control:

  • Beefree: Yes with advanced style kits, reusable content blocks, and templates.
  • Knak: Yes with an approved image library, custom colors and fonts, and modules and themes.

Collaboration

Collaboration features also allow both Knak and Beefree to fit smoothly into your workflows. They both allow team members to leave comments in the builder, request for approval, and apply user roles and permissions. Additionally, both solutions allow for integration with project management tools.

As part of their collaboration features, Beefree highlights the importance of organization for large teams. By offering dedicated workspaces for multi-brand businesses where you can add different brand assets, keep campaigns organized by folders, and integrate varying ESPs - Beefree understands the importance of not only seamless collaboration, but increasing productivity.

Cost-effectiveness for email marketing: Pricing structure overview

The Beefree vs Knak pricing is difficult to compare because they’re structured very differently. The pricing of each solution reflects their users. Knak is designed solely for enterprises while Beefree is designed for a wide range of organizations, freelancers, and small businesses. The cost-effectiveness of each solution will depend on your business structure.

Beefree Pricing

Beefree has four plan tiers:

  • Starter: Great for occasional projects.
  • Professional ($25 per month with a 15 day free trial): Best for solo creators or teams of two to three.
  • Business ($134 per month with a 15 day free trial): A self-service solution for scaling organizations.
  • Enterprise (custom): Great for larger organization with complex email needs.

For more on Beefree's capabilities and customer reviews visit: https://www.g2.com/products/beefree-beefree/reviews

Knak Pricing

Unlike Beefree, Knak only offers customized pricing plans so you’ll need to work with a representative to find out your pricing. TrustRadius and SourceForge both report a cost of around $10,000 per year with Knak, but this will, of course, depend on your organization. Knak does offer a free trial of 5-14 days, but you must request it through a representative.

For more on Knak's capabilities and customer reviews visit: https://www.g2.com/products/knak/reviews

Building trust with email marketers

Beefree and Knak both have excellent track records of fostering customer success, ensuring security, and offering their communities with resources with premium support.

Support and client success stories

Due to their difference in users, Beefree and Knak offer different approaches to customer support. For Knak, each customer has an assigned customer support manager. Additional support is available online 7 days a week or you can find answers to FAQs via their Knowledge Base

For Beefree's Business and Professional plans, users receive access to their Beefree CX team and Enterprise plans receive a Dedicated Success Manager for onboarding, training, and success-driven best practices. Free users on the other hand rely on Beefree's Help center and their myriad of resources to help find answers to their needs.

As for client successes, both Beefree's and Knak's customers are proud to share their stories.

One of Beefree’s happy customers is Folderly, an email solutions and organization tool. Folderly had been using HubSpot but wanted more design capabilities, so they chose Beefree to integrate with HubSpot. After investing in Beefree, Folderly saw a fantastic 36% open rate - a 15% increase.

Similarly, Knak proudly serves Foursquare, a location data company formerly known as Factual. The Factual marketing team chose Knak for its smooth integration with Marketo and its email design process quickly simplified. It found that its former 1-to-2-week design process dropped to around ten minutes of work.

Resources and community

Both solutions offer a range of resources to help support and nurture their communities.

Beefree:

  • Community: A space for users to connect, collaborate, find design work, and get advice from other users.
  • Beefree Academy: Real-world examples and tutorials to help you and your team optimize email campaigns, increase productivity, and follow email design best practices.
  • Email Design Blog & More: Go-to resource for all things email creation. From design inspiration, tips, to industry specific solutions.
  • Webinars: Live and recorded sessions to learn and discover the power of Beefree's design suite.

Knak:

Security and compliance

Beefree and Knak have both done their due diligence when it comes to compliance and information security.

Both applications are SOC 2, GDPR compliant, ISO 27001 certified. In addition, Beefree is AWS Certified Cloud Practitioner and an AWS Certified Solutions Architect.

The better choice for your business depends on the security certifications you prioritize.

You can learn more about Beefree's security measures here and learn more about Knak's here.

Making the right choice for your email marketing needs

Ultimately, the decision between Beefree and Knak hinges on the needs and preferences of your organization regarding your email design platform. Will you prioritize the flexibility and creativity of Beefree or opt for the structured brand uniformity provided by Knak? Selecting the right option will enable you to either kickstart or enhance your email marketing initiatives.

To learn more about Beefree, sign up for a Beefree trial.

Beefree vs Stensul: An In-Depth Comparison for Email Marketers

Delve into the comprehensive analysis of two leading email design platforms, Beefree and Stensul. This blog provides a detailed comparison tailored specifically for email marketers, offering insights into their features, functionalities, and suitability for diverse organizational needs.
Beefree team
Apr 4, 2024

Whether email marketing is a new adventure for you or you have years of experience in this excellent marketing strategy, the tools you use can make a world of difference.

The right email design tool can make the design process more efficient, more cost-effective, and more successful without the need for a background in coding or design.

Two of the top tools for email design are Beefree and Stensul. Which one is the right fit for your business? Let’s take a look at Beefree vs. Stensul.

Beefree: An overview

Beefree is a web-based email design application that’s all about making strong email creation accessible to anyone - small business owners, freelancers, marketing agencies, larger businesses, and more. Its goal is to empower any professional to harness the power of email marketing with no need for coding or design experience.

There are two ways to start designing with Beefree.

You can either start with one of Beefree’s 1,700+ templates, crafted by skilled designers for a wide range of industries and purposes, or you can use the drag-and-drop HTML email builder to design your own emails and landing pages from scratch. Both options make it easy and quick to create polished and professional emails that are fully customized for your business. These emails can be sent with any email service provider (ESP), either through a direct integration or by copying the HTML from Beefree and pasting it into your ESP.

Stensul: An overview

On the surface, Stensul is a similar to Beefree. Stensul is a no-code email and landing page design platform that helps to streamline email marketing. The main difference between the two solutions is that while Beefree can be used by anyone from freelancers to enterprise business, Stensul is better suited to serve large businesses due to its structure and pricing.

Stensul is especially known for its robust support. Because its focus is on larger businesses and enterprises, it lives up to enterprise expectations with hands-on support during the onboarding process and throughout a business’s contract with Stensul. Stensul solutions prioritize collaboration,  allowing businesses to easily coordinate their email marketing across teams and tools.

Feature Comparison: Beefree vs Stensul

Since your business has its own needs and workflows, different tools will be better suited to meet your demands. Let’s take a look at Beefree and Stensul side by side to see how their key features compare.

Project capabilities

  • Beefree: Emails and landing pages
  • Stensul: Emails and landing pages

Is coding knowledge needed?

  • Beefree: No
  • Stensul: No

Collaboration capabilities?

Integrations:

  • Beefree: Integrates with your email sending platform of choice and existing project management and communication tools using Webhooks.
  • Stensul: Integrates with a variety of tools for multiple workflow aspects like email service providers and project management applications.

Setup support:

  • Beefree: Enterprise level customers receive a Dedicated Success Manager. For lower tier plans, there is a wide range of public webinars, documentation, and a Beefree Academy for self-service support.
  • Stensul: Customers receive a dedicated enterprise support team, but there is minimal training documentations or online resources available for self-service assistant.

Branding capabilities:

  • Beefree: Extensive customization
  • Stensul: Extensive customization

Templates vs. custom design:

  • Beefree: Custom design and 1,700+ email and page templates.
  • Stensul: Custom design modules only

In depth look into Beefree features.

In depth look into Stensul features.

Pricing: Beefree vs. Stensul

How do Beefree and Stensul stack up when it comes to a cost-benefit analysis? The pricing structures of the two tools are very different, so one may be a better fit for your organization than the other.

Beefree has four plan tiers:

  • Starter: Great for occasional projects.
  • Professional ($25 per month with a 15 day free trial): Best for solo creators or teams of two to three.
  • Business ($134 per month with a 15 day free trial): A self-service solution for scaling organizations.
  • Enterprise (custom): Great for larger organization with complex email needs.

The Starter (free) tier includes many of the tool’s capabilities but in a limited capacity such as limited design storage, a limited number of exports per month, and so on. It’s an excellent way to try out the tool and see how it aligns with your workflows. The Professional, Business, and Enterprise tiers unlock more features and more capacity to allow for a more robust email marketing program. This pricing structure allows your business to easily scale operations with the peace of mind that your solution will grow alongside you.

Source: https://beefree.io/plans-pricing

Stensul has custom pricing for every business. To discover the pricing for your needs, you’ll need to contact the company and schedule a consultation with the team, after which you will receive a custom quote.

Essentially, Stensul has an enterprise-style pricing model that will vary based on your business size and other factors. This means that Stensul has a higher barrier to entry for small businesses and freelancers who don’t want to invest  time in a sales meeting. For enterprises, though, a custom quote from both Beefree and Stensul can allow you to compare the cost for your needs.

Source: https://stensul.com/stensul-pricing-request/

User experience and support

User experience is a foundational priority for both Beefree and Stensul. After all, the purpose of these tools is to open the door to excellent email design for professionals who don’t write code or have design expertise, so both platforms are user-friendly and require minimal learning curve.

As for enabling users to get started, as mentioned previously, Beefree offers two ways to create your emails and landing pages: by designing them from scratch or choosing a templates and customizing it. Stensul, on the other hand, prioritizes custom design rather than templates which can result in a longer time to set up.

As for their customer support, each application takes a different approach. Because Stensul is an enterprise-level solutions they state that "Each of [their] customers receives a dedicated enterprise support team." They also have a Contact page for questions and inquiries.

Beefree, offers a myriad of support resources to help users find just what they need.

  • Help center: Updates with the most recent feature releases.
  • Community: A space for users to connect, collaborate, find design work, and get advice from other users.
  • Beefree Academy: Real-world examples and tutorials to help you and your team optimize email campaigns, increase productivity, and follow email design best practices.

For Business and Professional plans, users receive access to their Beefree CX team and Enterprise plans receive a Dedicated Success Manager for onboarding, training, and success-driven best practices.

What customers say: reviews and feedback

As of April 4th, 2024 both Beefree and Stensul have a rating of 4.7/5 stars on the popular tech review site G2 with varying businesses reviewing each tools. Beefree seems to be most loved by small businesses (50 employees or less) and mid-market (51-1000 employees), while most of Stensul's review come from Enterprises (1,000+ employees).

In Beefree's G2 reviews, users rave about it's responsiveness, easy of use, and time saving features. Some users do note that they wish the platform has more platform had more organizational capabilities in its lower-tier plans.

Read more on what people think of Beefree on G2.

Stensul is enjoyed by users for it's customer support, onboarding process, and similarly to Beefree it's ease of use and integration. Users do note that Stensul can be limiting in terms of customization capabilities and its image editor.

Read more on what people think of Stensul on G2.

Making Your Choice

Beefree and Stensul are both stellar email design tools that work efficiently for their intended purposes. Choosing between Beefree vs. Stensul is a matter of your business’s size and configuration as well as which features are most important for your workflows.

For many businesses, it comes down to trying out various tools to see how they suit your needs. To get started, try Beefree for free.

Best Practices in Email Marketing for Digital Agencies

Delve into the email marketing best practices that can empower digital agencies to harness the full potential of emails. From crafting compelling content to leveraging automation and segmentation, these practices are essential for driving engagement, nurturing leads, and achieving remarkable results
Beefree team
Beefree team
10 Apr
2024

For fast-paced digital marketing agencies, it's common to focus on nurturing and expanding your clients' businesses, that you leave little room to promote your own services. While this is unintentional, this oversight may be hindering your agency's growth potential.

That's where email marketing comes in as a game-changer forbusy agencies. With email creation becoming more intuitive, powerful, and 37% of brands increasing their email budgets it's clear to see that email continues to grow as an effective marketing solution.

Let's delve into the best practices that can elevate your agency's email marketing game and unlock new avenues of success.

Why email marketing benefits digital marketing agencies

With 4.3 billion email users, email continues as a sustainable, cost-effective, and high-converting solution to effortlessly balance client acquisition and client retention.

This single strategy enables targeted outreach to engage and move audiences through different stages of the buyer's journey. For new audiences, email marketing can be used to show them your work, promote services, and reasons to work with you. For customer loyalty and retention, email can be used to upsell and/or communicate the consistent value you bring to your clients.

Email marketing presents a lucrative opportunity for marketing agencies of all sizes to thrive and grow. By consistently engaging potential clients and ensuring your presence remains prominent, you establish top-of-mind recall for marketing services.

#1: Segmentation to keep the balance

As your organization grows, you will notice that your audience has a wide range of interests depending on their demographics, business, and needs. Segmentation involves dividing your email list into different groups based on specific criteria, such as industry or stage in your client acquisition journey.

Segmentation enables you to send targeted and personalized content to each group, increasing the relevance and effectiveness of your campaigns and ROI. For example, if you have a segment of subscribers who are interested in social media marketing, you can tailor your emails to provide them with valuable tips and resources in that area.

Seer Interactive, for instance, is a digital marketing agency serving a variety of audiences from digital marketers who need to stay up to date on best practices to prospective customers. You can see in the example below how Seer differs their emails based on the audience.

Email for digital marketers:

Focuses on speaking to digital marketers who are interested in learning more about how to improve their services, what's new in the industry, and new tools and solutions.


Email for potential clients:

The second email targets potential clients who are likely in the discovery phase of what an agency does. Seer provides some insights to help the reader make more informed decisions with comparisons, a checklist, and an article with what to expect. This email, while does not directly promote Seer's services, let's the reader know that this agency is here to help keeping them top of mind.

Segmenting your audience using the customer journey funnel

As mentioned earlier, one of the most beneficial aspects of email marketing for agencies is the ability to maintain balance between client acquisition and customer retainment. In our professional experience, the best way to do this is to map out your customer journey and plan out how each stage serves your audience and of course moves them through the journey. While your client’s journey may vary depending on your services, but typically it entails the following: 

  • Awareness: In this stage, prospects have heard your name but are just getting to know who you are. This is where you can create a sequence of emails for them to get to know your agency, the services you offer, and what makes you unique. 
  • Consideration: This audience is weighing their options about the best marketing agency for them. This is where you will likely begin to provide statistics about the returns you’ve achieved for other clients or share testimonials. 
  • Decision/conversion: This is the stage when prospects just need that final push to take action and sign on as clients. In this stage, you can offer incentives or a free trial of one services.
  • Loyalty: This is the stage when a business has signed on as a client or made a purchase and your goal is to retain them. You’ll want to send these clients loyalty-boosting content like announcements about new products, appreciation for their support, and informative content that is helpful to them.

Ultimately, segmentation is a great way to keep your subscribers engaged and drive client acquisition and retention. Once you have a clear understanding of your client journey and the goals at each stage, now it's time to grow your email list.

#2: Building and growing your email list

To maximize the effectiveness of your email marketing campaigns, it is essential to first start building a quality list of people who are interested in what you have to offer and say.

  1. Make it easy to subscribe: Whether you're using a form on your website or a landing page, make sure that your process is simple. Only ask for only essential information, ideally only up to three. Some suggestions are name, email address, and a question that could help you segment them into groups such as "are you looking for an agency?" This simple question could help segment new subscribers to cold vs. hot leads. Don't forget to use a clear CTA that communicated what the next step is.  
  2. Leverage social media: Promote your email list on social media platforms like Facebook, Instagram, Tik Tok, and Twitter/X to reach a wider audience and encourage sign-ups.
  3. Offer valuable incentives: Provide something of value, such as appealing discounts on a client’s first service or exclusive content like a guide to social media marketing in exchange for people signing up to your email list.
  4. Regularly clean your list: While building and growing your email list, it is important to regularly examine your subscribers and remove those who are not engaging. This helps maintain a healthy list and ensures that your metrics accurately reflect subscriber engagement.
  5. Don’t forget existing clients: Add your existing clients to your mailing list so they can stay up to date on your latest services and offers. Additionally create a segment of former clients who have not engaged with your agency in a while. This segment is perfect for targeted emails meant to re-engage them, like personalized information about where they left off in the process and a call-to-action button for them to jump back in.
  6. Provide compelling content consistently: Deliver content that is interesting, informative, and valuable to keep subscribers engaged and to make them more likely to tell others about your mailing list. The friends they tell may become subscribers and eventually clients.

Keep these best practices in mind to build a high-quality subscriber list who are genuinely interested in your brand. 

#3: Designing high-converting emails

The effectiveness of your email campaigns is directly influenced by the design choices you make. Research shows that visually appealing designs can significantly enhance engagement rates.

Email design best practices

Strategic design choices not only make your emails more appealing, but also drive higher conversions.

  1. Personalize your emails: HubSpot ranks message personalization as one of the most effective strategies for email marketing. Tailor the content based on their interests or past interactions with your brand, such as by including a section for recommended services. This increases engagement and makes your emails more relevant.
  2. Use professional and high-quality visual design: Use high-quality images and graphics that support your message and reflect your brand's identity. A visually appealing email is more likely to capture attention and encourage click-throughs. In fact, according to Campaign Monitor, communications with visuals receive 650% more engagement than those without.
  3. Include a clear call-to-action (CTA): Wordstream found that one CTA in your email can garner 371% more clicks and over 1600% higher sales. Your CTA should be prominent, concise, and action-oriented. Make it easy for recipients to understand what they need to do next, whether it's making a purchase, signing up for an event, or downloading a resource.
  4. Maintain consistent branding: Ensure that your email templates align with your brand's colors, fonts, and overall visual style. Consistency helps build recognition and reinforces trust with your audience, and according to GaggleAMP, customers who feel connected to your brand account for 37% of revenue and spend twice as much.
  5. Design for mobile devices: According to eMarketer, over half of emails are opened on mobile devices. Be sure your emails are mobile-friendly so they still look clean and engaging for your recipients.

Leverage email templates

Email marketing templates are a great asset for your email design. Many email marketing tools offer pre-designed emails that you can easily customize to suit your needs and brand guidelines.

By using pre-built templates, your agency can significantly reduce the time and effort required to create engaging emails, ultimately boosting your return on investment (ROI) by maximizing the impact of your email marketing efforts.

source: https://app.userevidence.com/assets/9921CTHL

Ensure responsive, mobile-optimized, HTML email design

When designing your marketing emails, designing in HTML helps ensure that your emails will be readable in nearly any email app (like Gmail, Outlook, and so on) and device. Fortunately, you don’t have to be an HTML coder to create HTML emails.

Now a days, there are many tools that offer an easy-to-use design interface so you can design your emails and export the HTML the solution builds for you. These tools, streamline and make the design process more efficient, without the need to have any knowledge on HTML or CSS.

By utilizing an HTML email design tool, such as Beefree, not only can you enjoy the peace of mind that your emails will render well, but you also benefit from a solution that helps you and your agency save time, increase productivity, and get more done with less resources.

source: https://app.userevidence.com/assets/7845FVNE

However, not all HTML email builders are made equal.

#4: Choosing the right email marketing software for your agency

A stellar email campaign starts with effective and productive email marketing software. When choosing email marketing software, it's important to consider factors such as ease of use, customization options, integration capabilities with other tools, and more.

Factors to consider when choosing email marketing software

How do you determine which of the many email marketing tools is the best fit for your agency’s needs? Here are some important factors to consider while you weigh your options:

  1. Check out the features: Every software has its own collection of features like scheduled sending, automated options for sending a series of emails, personalization, design capabilities, and so on. Compare tools and their features against your list of must-haves.
  2. Examine the pricing: Cost matters in your ROI. Pick a service that fits your budget.
  3. Consider other capabilities: Some tools offer email marketing along with other helpful services like social media ads, website analytics, and so on. Consider whether there are email marketing tools that will also replace some of your other software.
  4. Try A/B testing: If you’re able to try out multiple email tools at the same time, consider sending a few campaigns with each tool to see if one performs better than the other.
  5. Weigh the integration capabilities: Consider email marketing platforms that may integrate with some of the other tools you use, like your client management system. This applies to email tools that integrate with other email tools too, like BeeFree which provides a user-friendly way to design your emails and smoothly send them with nearly any email sending platform
  6. Preview emails: Check out examples of what other businesses have created using each email tool.
  7. Read reviews and research: See what other businesses (and especially other marketing agencies, if possible) have to say about each tool.

Recommended email marketing tools

Here's a quick rundown of some recommended email design tools that can help maximize your ROI:

HubSpot

  • Key features: AI-driven marketing automation, built-in analytics, advanced segmentation, customizable templates.
  • Benefits: Targeted emails improve ROI and overall marketing strategy. HubSpot's AI can help with segmentation and crafting tailored emails for each recipient.

MailChimp

  • Key features: Easy usability, broad template selection, robust automation, analytics.
  • Benefits: Good for beginners and seasoned marketers alike, MailChimp offers an intuitive platform with high flexibility.

Constant Contact

  • Key features: User-friendly interface, diverse template library, event management tools, social media integration.
  • Benefits: Great for small to midsize businesses. It offers a range of features that can help streamline and automate your email marketing processes.

GetResponse

  • Key features: All-in-one platform, landing page builder, advanced analytics, webinar hosting
  • Benefits: If you're looking for more than just email marketing, GetResponse offers a suite of tools including landing page and webinar solutions.

ActiveCampaign

  • Key features: Advanced automation, CRM integration, messaging features, customer behavior tracking
  • Benefits: ActiveCampaign is ideal for businesses with a focus on customer relationships. It offers extensive automation and tracking capabilities for a more personalized approach.

Beefree

  • Key features: Specializing in HTML email design, with an extensive catalog of email templates to use and a drag-and-drop email editor for complete customization
  • Benefits: While emails cannot be exported via Beefree like the above, Beefree integrates with all major email sending platforms for easy use with your favorite software. Additionally, the application offers free and cost-effective plans to help you get started.
source: https://app.userevidence.com/assets/2327OLKA

To ensure you're choosing the right tool, consider your organization's unique needs, the tool's capabilities, and how well it integrates with your existing marketing tech stack.

#5: Automating Your email marketing efforts

Leveraging automation in your email marketing strategy can significantly enhance your outreach efforts and improve your email marketing ROI. By automating certain aspects of your email campaigns, you can ensure timely and targeted communication with potential clients, increasing the likelihood of engagement.

Automation allows you to schedule emails to be sent at optimal times and personalize content based on user behavior. This not only saves time and resources but also maximizes the impact of your emails. There are several ways that your agencies can incorporate automation, but here are some:

  • Sending an email to clients who started but didn’t complete your inquiry process.
  • Automated welcome series for new clients that introduces them to your work process.
  • Automated follow-ups for webinars, events, or meetings.

Benefits of email marketing automation

  1. Increased efficiency: With automated emails, you can reach a larger number of clients or reach clients more reliably without having to manually send individual emails.
  2. Engagement and lead nurturing: Marketing automation sometimes offers advanced features like lead scoring and nurturing. You can segment your audience based on their behavior or interests, ensuring that they receive relevant content tailored specifically for them.
  3. Advanced user segmentation: Automation allows you to segment your email list based on various criteria such as demographics, purchase history, or engagement level. This enables you to send personalized messages that resonate with each segment of your audience.
  4. Increased conversions: By sending targeted and timely emails through automation, you can significantly improve conversion rates. Whether it's encouraging a purchase or promoting an upcoming event, automated emails can help drive more conversions for your agency.

#6: Tracking and measuring for success

To ensure the effectiveness of your email marketing efforts, it is crucial to track and measure key metrics such as open rates, click-through rates, and conversion rates. This data helps you recognize trends, such as what designs or content resonate the most with your clients, and help make informed decisions for your next campaign.

Important metrics to track

Here are some key metrics that you should track throughout your agency’s email marketing campaigns.

  1. Open rate: Shows the percentage of recipients who opened your email out of those who received it. It gives insight into the effectiveness of subject lines and sender names.
  2. Click-through rate: Measures the percentage of recipients who clicked on a link within your email. It helps you evaluate the effectiveness of your email content and call-to-action.
  3. Conversion rate: Tells you how many recipients took the desired action after clicking through your email. In the case of a marketing agency, that action could be filling out your website’s contact form.
  4. Bounce rate: Tracks the percentage of emails that were not delivered to recipients' inboxes due to invalid or non-existent email addresses.
  5. List growth rate: Allows you to assess how quickly your email list is expanding so you can adjust your acquisition strategies accordingly.
  6. Email sharing/forwarding rate: Measures how often recipients share or forward your emails to others. It can indicate whether your content resonates with your audience and has potential for increased reach.
  7. Unsubscribe rate: Monitors the percentage of recipients who unsubscribe from your emails after receiving them. High unsubscribe rates may indicate issues with targeting, content relevance, or frequency.

To learn more about how to measure and make informed decisions based on each metrics read: 8 Email Metrics That Actually Matter in 2024

Unlocking the power of email marketing for agencies

Digital marketing agencies have a unique business model and a unique use for email marketing. Unlike many businesses, you aren’t trying to use your email marketing to make a quick sale or appeal to impulse buyers. You’re trying to establish a genuine and ongoing connection with potential clients and show them the concrete value you can bring to their businesses. Agency-specific strategies like those above can help you make the most of every email you send.

Want a more efficient way to create compelling marketing emails? The Beefree "Business" plan is the perfect solution for growing agencies to scale their email marketing processes and campaigns. Start your free 15-day Business trial today

source: https://app.userevidence.com/assets/2651YKEJ


Frequently asked questions for agencies

1. How can email marketing help digital agencies maximize their ROI?

Email marketing helps digital agencies maximize their ROI by allowing them to reach a targeted audience, build relationships with clients, and drive traffic to their website or landing page.

2. What are some best practices for email marketing in digital agencies?

Some best practices for email marketing in digital agencies include segmenting the audience according to interests or needs and other factors, personalizing emails, creating compelling subject lines and content, optimizing for mobile devices, and analyzing campaign data to make improvements.

3. How often should digital agencies send emails to their subscribers?

The frequency of sending emails will depend on factors such as the industry, target audience, and goals of the campaign. However, it is generally recommended to maintain a consistent schedule that provides value without overwhelming subscribers.

4. What metrics should digital agencies track to measure the success of their email marketing campaigns?

Digital agencies should track metrics such as open rates, click-through rates (CTRs), conversion rates, bounce rates, and unsubscribe rates to measure the success of their email marketing campaigns.

5. Are there any legal considerations when conducting email marketing for digital agencies?

Yes, there are legal considerations when conducting email marketing. Digital agencies need to comply with anti-spam laws like the CAN-SPAM Act in the United States and GDPR in Europe by including clear opt-in/opt-out options, providing accurate sender information in each email sent, and following other guidelines.

Beefree vs Knak: How Beefree and Knak Stack Up in the World of Email Marketing

Discover the showdown between Beefree and Knak in the realm of email marketing. This blog dissects the strengths, weaknesses, and unique offerings of both platforms, providing valuable insights for marketers seeking the perfect fit for their email design needs.
Beefree team
Beefree team
4 Apr
2024

There's a multitude of factors contributing to successful email marketing, spanning from your subscriber list to segmentation, personalization, and notably, your email design. In fact, according to Hubspot, 20% of marketers witness enhanced email engagement as a result of enhancing their email design.

However, when it comes to email design, often times email builders in your ESPs can often feel limiting. To help you find the right fit, let’s compare two favorites in the field: Beefree vs Knak.

Beefree vs Knak: An in-depth comparison for digital marketers

Before we put Beefree and Knak head to head to see how they compare to meet the needs of your business, let’s get to know each of these tools.

What is Beefree?

Beefree is a web-based SaaS tool enabling email creators to design emails and landing pages without code. The application features an easy-to-use  interface and translates your design choices to HTML, assembling a responsive email that displays smoothly across all email client like Gmail, Outlook, and more. The ultimate goal of Beefree is to make efficient email design accessible to all, not just experienced coders. The drag and drop builder enables organizations including small businesses and freelancers to elevate their email marketing potential.

Knak at a glance

Like Beefree, Knak is a web-based platform that helps organizations develop professional emails and lancing pages without the need for coding or a design background. Knak’s core focus is streamlining email marketing for larger marketing teams and enterprises. Its features center around collaboration and brand control, allowing administrators to set clear limits so that emails always align with your organization's guidelines.

Feature comparison

How well an email design platform works for your business will largely depend on the features it offers. Which one has the feature lineup you need: Beefree or Knak? Let’s compare.

User interface and ease of use

Making email design easy and accessible for non-coders is the key purpose of both Beefree and Knak, so unsurprisingly, both offer an excellent ease of use. The design interfaces on both platforms are made to be intuitive and to make email design more efficient.

There are some user experience features that differ between the two platforms.

Email testing:

  • Beefree: Users can test how emails will look directly in-app across different devices. You can also test how your email will render in dark mode, send tests, or scan a QR code to easily see how it will look on your mobile device.
  • Knak: Offers an email testing center where users can see how emails will render across different devices and email clients.

AI capabilities:

  • Beefree: In-app AI writing assistant to support copy, image ALT text, and CTAs.
  • Knak: AI capabilities for email translation.

Multi-language content:

  • Beefree: Beefree offers users with the ability to create emails and pages in one primary language and set additional language localizations directly in-app.
  • Knak: As mentioned above, Knak's translation feature is powered by AI. Users can easily create up to 75 variants of your campaigns in different languages.

Integration capabilities?

Template design

Email templates enable professionals to quickly create and send campaigns without the need to start from scratch. Beefree's catalog is the largest in the market with over 1,700+ free email and page templates spanning across a wide range of industries, purposes, and seasons. Even if you prefer to start from scratch, the catalog is a great place to fuel your creativity.

Knak, on the other hand, takes a different approach to providing inspiration. Their Email Gallery showcases 50+ emails from different brands and categories with tips for users to implement into their campaigns. Additionally, to redeem a free template from Knak, there are some prerequisits:

1. Your company must have an annual company revenue of more than $500M

2. You must schedule a 30-minute demo with a Knak expert.

Knak takes a different approach that centers on brand consistency. This platform features an Admin Control Hub which allows administrators to limit users to only specific modules, colors, fonts, images, and customizations.

This way, especially on large teams, administrators will know that every email is on-brand because team members can’t use non-brand colors or design.

As a result, Knak relies less on pre-made templates and more on allowing administrators to create their own templates for internal use.

Customization

As mentioned previously, a downfall of many email builders, specially those in ESPs, is their rigidity. Both Beefree and Knak understand this clearly and aim to provide users with the in-depth customization capabilities.

Dynamic content capabilities?

  • Beefree: Yes
  • Knak: Yes

Brand control:

  • Beefree: Yes with advanced style kits, reusable content blocks, and templates.
  • Knak: Yes with an approved image library, custom colors and fonts, and modules and themes.

Collaboration

Collaboration features also allow both Knak and Beefree to fit smoothly into your workflows. They both allow team members to leave comments in the builder, request for approval, and apply user roles and permissions. Additionally, both solutions allow for integration with project management tools.

As part of their collaboration features, Beefree highlights the importance of organization for large teams. By offering dedicated workspaces for multi-brand businesses where you can add different brand assets, keep campaigns organized by folders, and integrate varying ESPs - Beefree understands the importance of not only seamless collaboration, but increasing productivity.

Cost-effectiveness for email marketing: Pricing structure overview

The Beefree vs Knak pricing is difficult to compare because they’re structured very differently. The pricing of each solution reflects their users. Knak is designed solely for enterprises while Beefree is designed for a wide range of organizations, freelancers, and small businesses. The cost-effectiveness of each solution will depend on your business structure.

Beefree Pricing

Beefree has four plan tiers:

  • Starter: Great for occasional projects.
  • Professional ($25 per month with a 15 day free trial): Best for solo creators or teams of two to three.
  • Business ($134 per month with a 15 day free trial): A self-service solution for scaling organizations.
  • Enterprise (custom): Great for larger organization with complex email needs.

For more on Beefree's capabilities and customer reviews visit: https://www.g2.com/products/beefree-beefree/reviews

Knak Pricing

Unlike Beefree, Knak only offers customized pricing plans so you’ll need to work with a representative to find out your pricing. TrustRadius and SourceForge both report a cost of around $10,000 per year with Knak, but this will, of course, depend on your organization. Knak does offer a free trial of 5-14 days, but you must request it through a representative.

For more on Knak's capabilities and customer reviews visit: https://www.g2.com/products/knak/reviews

Building trust with email marketers

Beefree and Knak both have excellent track records of fostering customer success, ensuring security, and offering their communities with resources with premium support.

Support and client success stories

Due to their difference in users, Beefree and Knak offer different approaches to customer support. For Knak, each customer has an assigned customer support manager. Additional support is available online 7 days a week or you can find answers to FAQs via their Knowledge Base

For Beefree's Business and Professional plans, users receive access to their Beefree CX team and Enterprise plans receive a Dedicated Success Manager for onboarding, training, and success-driven best practices. Free users on the other hand rely on Beefree's Help center and their myriad of resources to help find answers to their needs.

As for client successes, both Beefree's and Knak's customers are proud to share their stories.

One of Beefree’s happy customers is Folderly, an email solutions and organization tool. Folderly had been using HubSpot but wanted more design capabilities, so they chose Beefree to integrate with HubSpot. After investing in Beefree, Folderly saw a fantastic 36% open rate - a 15% increase.

Similarly, Knak proudly serves Foursquare, a location data company formerly known as Factual. The Factual marketing team chose Knak for its smooth integration with Marketo and its email design process quickly simplified. It found that its former 1-to-2-week design process dropped to around ten minutes of work.

Resources and community

Both solutions offer a range of resources to help support and nurture their communities.

Beefree:

  • Community: A space for users to connect, collaborate, find design work, and get advice from other users.
  • Beefree Academy: Real-world examples and tutorials to help you and your team optimize email campaigns, increase productivity, and follow email design best practices.
  • Email Design Blog & More: Go-to resource for all things email creation. From design inspiration, tips, to industry specific solutions.
  • Webinars: Live and recorded sessions to learn and discover the power of Beefree's design suite.

Knak:

Security and compliance

Beefree and Knak have both done their due diligence when it comes to compliance and information security.

Both applications are SOC 2, GDPR compliant, ISO 27001 certified. In addition, Beefree is AWS Certified Cloud Practitioner and an AWS Certified Solutions Architect.

The better choice for your business depends on the security certifications you prioritize.

You can learn more about Beefree's security measures here and learn more about Knak's here.

Making the right choice for your email marketing needs

Ultimately, the decision between Beefree and Knak hinges on the needs and preferences of your organization regarding your email design platform. Will you prioritize the flexibility and creativity of Beefree or opt for the structured brand uniformity provided by Knak? Selecting the right option will enable you to either kickstart or enhance your email marketing initiatives.

To learn more about Beefree, sign up for a Beefree trial.

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