Email marketing software allows you to personalise your email marketing communications and automate management of all your mailing lists. It can be either computer or web-based, with the latter allowing you to operate your system from any location.
Email marketing software deals automatically with subscriptions and list removals. People need to be able to opt-in (subscribe) to your mailing list, as well as opt-out (unsubscribe) whenever they want to. The software can set up a double opt-in feature that asks recent subscribers to confirm their subscription via email, and a thank you response that confirms their removal from your mailing list.
Automatic Responders are another valuable feature of email marketing software which can be set to remind subscribers about special offers after a set period of time, thank them for a product order or follow-up on an enquiry that never eventuated in a purchase.
Email marketing software builds a detailed picture of your subscribers through a database. You can quickly identify persons of a certain age, or location for a specific emailing campaign, or customers who have bought a certain product in order to send out an upselling or cross-selling campaign.
One of the most important features of a bulk email marketing campaign is the possibility to track the people who actually open your email, the ones who click through or the ones who forward it to somebody else. It gives you a record of the history of your subscribers' individual actions and a mechanism to compare the effectiveness of various emailing campaigns for your products.