Email marketing is undoubtedly one of the most effective ways to grow your business – no matter what niche you’re in. In fact, email marketing offers an impressive ROI of 122%, outperforming many other digital marketing strategies. But to truly maximize its potential, you need the right tools at your disposal – and by that we mean the right email marketing platform.
The email marketing platform you choose will determine how well you engage your audience, increase conversions, and build long-term customer loyalty.
So if you’re reading this and you’re not sure what email marketing platform you should choose to take your email marketing strategy to the next level, here are seven essential features the right platform for you should have.
Let’s dive in!
1. Sign-Up Form Builder: Your First Step to Growing Your Email List
Imagine you’re chilling at your favorite coffee shop, chatting with a friend about an awesome online store you found with great products at the best prices.
Small problem in this imagination is, you can’t remember the website’s name because they never asked for your contact info. It’s like leaving a store without the cashier ever saying, “Hey, can we keep in touch?”
That’s exactly what happens when your website doesn’t have a good sign-up form. It’s a missed chance to connect with potential customers. So the #1 feature to look out for is the ability to create sign up forms.
A great sign-up form doesn’t just collect emails; it helps you understand your audience better. Whether you want to gather phone numbers for SMS campaigns or product preferences for personalized offers, a well-designed sign-up form allows you create marketing content your audience actually wants to see.
Key Features to Look For:
- Easy Integration: Make sure your sign-up form plays nicely with platforms like Shopify, BigCommerce, and WooCommerce. This keeps all your data in one place, making marketing a breeze
- Customizable HTML Designs: Your sign-up form should look and feel like your brand. With customizable templates, you can match the form to your website’s style, giving users a consistent experience.
- Multiple Form Types: Mix it up with embedded forms, pop-ups, or full landing pages. Using a variety of form types helps you catch leads no matter where they are in their buying journey.
- Smart Fields: Collect more than just emails—grab phone numbers, product interests, and more. This info lets you create more personalized marketing messages.
- Advanced Targeting: Show forms based on where someone’s located, what device they’re using, or how they’re interacting with your site. This makes your forms more relevant and effective.
Abervin Digital Pro Tip: Try using exit-intent pop-ups – these appear when someone’s about to leave your site and can save up to 15% of visitors by offering last-minute deals or asking for contact info.
By building your sign-up form strategy with these features, you’ll connect with more potential customers and grow your email list faster.
2. Email Segmentation and List Management: Personalized Communication Made Easy
You know how you open some emails and just think, “Holy cow, this person knows me”? That’s the magic of email segmentation. By grouping your audience based on their behavior, interests, or buying patterns, you can send messages that really hit home. And when people feel like an email speaks to them, they’re way more likely to engage and take action.
Key Features to Look For:
- Behavior-Based Triggers: Ever notice how you get an email after checking out a product online? That’s a behavior-based trigger. You can set up emails to automatically go out when someone does something specific, like visiting your site or making a purchase. If someone keeps looking at a certain product, you can send them a special offer for that exact item.
- Automatic List Cleanup: Keeping your email list healthy is crucial. With automated tools, you can get rid of invalid addresses or people who never open your emails. This way, you’re only reaching out to folks who are actually interested.
- Predictive Analytics: This is next-level stuff. By analyzing customer data, you can predict who’s likely to buy next. That means you can focus on the people who are most likely to become high-value customers.
- Loyalty Program Integration: Hooking up your emails with your loyalty program lets you reward your best customers. Send them exclusive deals and special offers as a way of saying thanks for sticking around.
Take Jenni Kayne, a luxury brand that saw a 14.5% bump in email revenue just by personalizing their campaigns. They divided their audience based on interests—some got emails about clothes, while others saw content about home goods. This made sure people were getting emails about things they were actually into, which led to more sales.
Email segmentation isn’t just about organizing your list—it’s about making real connections. By using behavior triggers, keeping your list clean, tapping into predictive analytics, and rewarding loyal customers, you’re setting up your emails to be way more relevant and effective. In today’s crowded inboxes, personalized messaging is the key to standing out and driving sales.
3. Done-for-You Email Templates & Automations: Work Smarter, Not Harder
Let’s be honest – running a business is a lot. Between juggling clients, handling marketing, and keeping things running smoothly, who has time to build emails from scratch? That’s where pre-built email templates and automations come in. They save you time without making your emails look generic or sloppy.
But here’s the catch—not all pre-made email templates are actually good. If you’re just grabbing the first one you find and hitting send, you might be missing out on conversions. So, what should you be looking for? Let’s break it down.
Key Features to Look For:
- Drag-and-Drop Editor: Create Great-Looking Emails Without the Tech Headache: You don’t need to be a designer to send professional-looking emails. A solid drag-and-drop editor lets you build emails that look polished without ever touching a line of code. According to HubSpot, well-designed emails can boost click-through rates by up to 42%. A drag-and-drop builder makes it easy to tweak layouts, add images, and adjust formatting without getting frustrated by HTML. Choose a builder that offers mobile-responsive templates. Over 41% of email opens happen on mobile devices, and you don’t want your emails to look wonky on a phone screen
- Dynamic Content Blocks: Personalization That Feels Effortless: Ever opened an email that felt like it was written just for you? That’s the magic of dynamic content blocks. They automatically adjust based on a customer’s behavior, demographics, or past purchases—so your emails feel more personal and relevant. Research by McKinsey found that using dynamic product recommendations can generate 10-15% higher revenue. If a customer recently bought a skincare product, your next email could feature complementary items like a cleanser or moisturizer. People engage more when they feel like the message actually speaks to them.
- AI-Powered Subject Line Generator: Get More People to Open Your Emails: Your subject line is the first (and sometimes only) thing people see before deciding whether to open your email. AI-powered generators analyze past performance, industry trends, and customer behavior to help you generate subject lines that actually get clicks. We did some research and stumbled on Campaign Monitor’s stat where they say emails sent with personalized subject lines (e.g “This is for you {FIRSTNAME} ) have a 26% higher open rate. To take the guesswork out of what works best, run A/B tests on subject lines to see what resonates with your audience. A small tweak like adding an emoji or switching to a question format – can make a big difference.
- Extensive Template Library: Ready-to-Use Designs for Any Campaign: Not all email campaigns have the same goal or serve the same purpose. Sometimes you need a welcome email for new subscribers, other times it’s a follow-up for abandoned carts, or a promotional blast for an upcoming sale. Having a variety of templates gives you access to designs optimized for different goals ensuring your emails match their purpose. According to MarketingSherpa, emails with a clear, structured layout can improve engagement by up to 30%. The right template makes your message easy to read and visually appealing.
Pre-built email templates and automations aren’t just time-savers, they’re game-changers for your email marketing. When you choose the right features and customize them strategically, you’ll send emails that not only look great but also convert.
And don’t forget—testing is everything. A/B test your designs, subject lines, and personalization strategies to see what works best. Start with a solid template, make adjustments along the way, and watch your engagement rates soar.
4. Email Automation: Keep Customers Engaged Without the Hassle
Let’s say someone signs up for your email list, and instead of waiting days for a generic “Hey, welcome!” message, you send them a personalized email in minutes introducing them to your business, telling that what you’re about and making them feel welcome. A few days later, they receive helpful tips, special offers, and friendly reminders, all perfectly timed – and you don’t have to lift a finger. That’s the beauty of email automation. It keeps your audience engaged, boosts sales, and builds customer relationships on autopilot.
Whether you run an online store, a SaaS business, or offer coaching services, automation helps you stay connected without overwhelming your team. Automation isn’t just about convenience; it’s about delivering the right message to the right person at the right time. Here’s how:
Re-Engagement Campaigns: If subscribers stop opening your emails, automated win-back sequences can rekindle their interest and improve list health.
Welcome Series: The first email a subscriber receives sets the tone for your relationship. A well-crafted welcome series can increase engagement by 33% (GetResponse).
Abandoned Cart Reminders: Nearly 70% of online shopping carts are abandoned (Baymard Institute), but automated emails can recover up to 30% of lost sales.
Post-Purchase Follow-Ups: Thanking customers, asking for reviews, or suggesting complementary products can boost retention rates by 25% (Smile.io).
5. A/B Testing: Take the Guesswork Out of Email Marketing
Let’s be real – sending an email campaign and hoping for the best is like throwing darts in the dark. Will your subject line grab attention? Will your CTA drive clicks? Or will your email get lost in the dreaded promotions tab?
That’s where A/B testing comes in. It’s not magic; it’s just smart marketing. By testing different variations of your emails, you can scientifically determine what works best—no more relying on gut feelings or guesswork.
A/B testing (also known as split testing) is the process of sending two or more versions of an email to a small segment of your audience to see which one performs better. The winning version is then sent to the rest of your list, ensuring maximum engagement.
And the results speak for themselves: Brands that use A/B testing see an average 37% boost in open rates (shoutout to HubSpot for that stat).
But what should you test? Let’s break it down.
Key Elements To Test
A good A/B test focuses on one variable at a time. Here are some of the most impactful elements to experiment with:
1. Subject Lines: The First Impression That Matters
Our experts at Abervin Digital researched the importance of subject lines to an email campaign and perhaps what is most telling about the importance of these first impressions is OptinMonster’s stat that confirmed what we already knew. 47% of email recipients say their decision to open an email is based primarily on the subject line (Source: OptinMonster). A slight tweak in tone, length, or personalization can make a massive difference.
Try testing:
- Short vs. long subject lines (e.g., “Flash Sale: 50% Off!” vs. “Your Exclusive 50% Discount—Today Only!”)
- Personalization (“Hey [Name], Your Special Offer Inside!”)
- Emojis vs. no emojis (Last Chance! vs. Last Chance to Save!)
2. Sender Name: Who’s More Trustworthy?
Your “From” name matters – a lot in getting your email opened. In fact, 68% of consumers say they decide to open an email based on the “From” name (Source: Litmus).
Try testing:
- Brand name vs. personal name (e.g., Abervin Digital vs. Kelvin@Abervin Digital)
- Company email vs. individual team member (support@brand.com vs. jessica@brand.com)
3. Email Copy & Content: Words That Sell
Most people don’t actually read emails—they skim. The way you frame your message can make or break engagement. A study by Nielsen Norman Group found that 79% of users scan emails rather than reading them word-for-word—so structure matters.
Try testing:
- Short-form vs. long-form content
- Storytelling vs. direct offer-based copy
- Bullet points vs. full paragraphs
4. CTA (Call-to-Action): The Click Catalyst
Your CTA is where the magic happens—it’s what drives clicks and conversions. A study by Unbounce found that CTA button color alone can increase conversions by 21%.
Try testing:
- Button vs. hyperlinked text (e.g., “Shop Now” vs. “Click here to get 20% off”)
- CTA wording (“Get My Discount” vs. “Claim Your Deal Now”)
- Button color (e.g., red vs. blue)
5. Sending Time: Timing is Everything
Does sending an email at 10 AM get better engagement than 6 PM? Studies show that Tuesdays and Thursdays around 10 AM tend to perform best (Source: Campaign Monitor), but the ideal time varies by industry and audience.
Try testing:
- Morning vs. evening sends
- Weekdays vs. weekends
- Immediate sends vs. scheduled at optimal times
One of the best things about A/B testing is that most email marketing platforms (like Klaviyo, Mailchimp, and ActiveCampaign) can automatically detect the best-performing version and send it to the rest of your list.
You simply set the rules—whether it’s the highest open rate, click-through rate, or conversion rate—and let the system do the heavy lifting.
A/B testing is powerful, but don’t overcomplicate it. Start by testing one element at a time, for instance, you can test just subject lines so you can isolate what’s driving engagement. Once you’ve nailed down the best subject lines, then move on to CTAs, content, and timing.
6. Email Analytics and Reporting: Know What’s Working and What’s Not
There’s a saying in business: “What gets measured gets improved.” That couldn’t be more true when it comes to email marketing. You can craft the most compelling subject line, design a visually stunning email, and time it perfectly—but if you don’t track performance, how do you know if it’s actually working?
That’s where email analytics come in. They’re not just numbers on a dashboard; they tell a story about what your audience wants, what’s grabbing their attention, and where you might be losing them. The trick is knowing which data points matter and how to use them to improve your strategy.
Let’s break down the key features you should be looking at when evaluating your email performance.
Key Features To Look For:
1. Detailed Performance Metrics: More Than Just Open Rates: Most people glance at their open rates and call it a day. But that’s something email marketing rookies would do. Experts know that while a high open rate is great, what really matters is what happens after they open your email. So let’s take a look at what you should really be considering:
- Open Rate – The percentage of email recipients who open an email. This helps gauge subject line effectiveness but can be misleading due to Apple’s Mail Privacy Protection (MPP), which can inflate open rates.
- Click-Through Rate (CTR) – This is the percentage of email recipients who don’t just open but also click on a link inside an email. This tells you whether your content and call-to-action (CTA) are compelling enough.
- Conversion Rate – The percentage of users who took the desired action (purchased, signed up, downloaded, etc.) after clicking. This is where the real ROI of your email campaign shows up.
- Bounce Rate – Emails that never made it to the recipient. A high bounce rate could indicate a problem with your email list quality.
- Unsubscribe Rate – If too many people are opting out, it’s a signal that something’s off—maybe your emails are too frequent, not relevant, or just not engaging enough.
- Spam Complaint Rate – The nightmare metric. If too many recipients mark your emails as spam, it can hurt your sender reputation and deliverability.
2. On-Site Tracking: What Happens After They Click? : Click-through rates tell you who is engaging, but on-site tracking tells you how they’re engaging. The real value of an email campaign isn’t just getting a click—it’s driving meaningful action on your website.
- Time Spent on Page – If subscribers are clicking but bouncing off your site in seconds, your landing page may not be delivering what they expected.
- Pages Visited – Are they exploring other parts of your site, or just checking out one page and leaving?
- Shopping Cart Behavior – For eCommerce brands, email traffic that results in abandoned carts is a sign you need stronger follow-up sequences.
- Revenue per Email – A crucial metric for businesses selling products or services. It helps you determine the actual dollar value of each email campaign.
Google Analytics, UTM tracking, and email platform integrations can provide these insights, helping you bridge the gap between email engagement and actual business results.
3. Customizable Reports: Get the Data That Matters Most: Not all businesses need the same reports. A SaaS company tracking free-trial signups has different priorities than an eCommerce brand optimizing for repeat purchases. That’s why customizable reporting is crucial.
- Segmentation Insights – See how different audience segments respond to your emails. Are VIP customers engaging more than first-time buyers? Are certain demographics more likely to convert?
- A/B Testing Results – Track variations in subject lines, email design, and CTAs to see what resonates most.
- Engagement Over Time – Find out when your subscribers are most active and adjust send times accordingly.
- Churn Analysis – Understand why people are unsubscribing and identify patterns that might be fixable.
With analytics and reports on your business and goals, you can cut through the noise and focus on the insights that actually move the needle. At the end of the day, email marketing isn’t just about sending emails—it’s about learning from them. The brands that pay attention to their data are the ones that turn email into a true revenue-driving machine.
7. Email Integrations :The Key to a Smooth-Running Marketing Machine
Your email marketing platform isn’t just another piece of software – it’s the glue holding your customer communication together. Whether you’re running an online store, a SaaS company, or a service-based business, your email system should play nice with your website, CRM, and other digital tools. When everything clicks, your marketing runs like a well-oiled machine. When it doesn’t? You’re stuck dealing with data silos, missed opportunities, and clunky workflows.
Not all email platforms offer the same level of integration, and picking the right one can be a total game-changer. Let’s talk about what makes a solid email integration and how it can take your marketing to the next level.
Key Features To Look For:
1. Flexible APIs: Customize Your Setup Without Limits: If you need a tailor-made email setup, look for a platform with an API (Application Programming Interface). APIs give your developers direct access to your email platform, so you can:
- Automate Emails Based on Behavior – Think abandoned cart reminders, welcome sequences, or re-engagement campaigns.
- Keep Customer Data Synced – Make sure your email lists, CRM, and other tools are always up to date.
- Connect to Any Software You Use – Even if your stack includes some niche tools, an API can bridge the gap.
According to Forrester Research, businesses using API-based integrations see a 35% boost in customer engagement because they can send more personalized, real-time emails.
2. Pre-Built Integrations: Plug-and-Play With Your Favorite Tools: If coding isn’t your thing (or you just want something that works out of the box), look for email platforms that already connect with the tools you use. The best platforms offer seamless integrations with:
- Ecommerce Platforms (Shopify, WooCommerce, Magento) – Automate abandoned cart emails, order confirmations, and product recommendations.
- CRM & Customer Support Tools (HubSpot, Salesforce, Zoho) – Keep track of every interaction and personalize follow-ups.
- Marketing Automation Tools (Zapier, Marketo, Mailchimp) – Build workflows that run on autopilot across different channels.
A Statista report found that 72% of businesses pick email platforms based on how well they integrate with their existing tools – because no one wants to deal with unnecessary tech headaches.
3. A Strong User Community & Support System: Even the best integrations can hit a snag, and when that happens, you want fast solutions. That’s why a good support system is just as important as the tech itself. When picking an email platform, check for:
- Helpful Online Forums & Guides – A solid knowledge base or active community can help you troubleshoot issues quickly.
- Third-Party Plug-ins & Add-ons – The more people using a platform, the more custom tools and extensions pop up to make life easier.
- Responsive Customer Support – Whether it’s live chat, email, or phone support, quick answers can save you hours of frustration.
A Gartner study found that businesses with strong user communities spend 40% less time troubleshooting integrations compared to those relying only on vendor support.
Email integrations aren’t just about making things easier—they’re about driving real business results. When your email system works smoothly with the rest of your tools, you get better efficiency, higher engagement, and ultimately, more revenue.
Getting Started with Email Marketing Software
If you’re serious about growing your business, email marketing isn’t just an option – it’s a necessity. A well-chosen email marketing platform can help you build strong customer relationships, increase revenue, and expand your reach. But with so many platforms available, how do you know which one is the right fit?
At Abervin Digital, we’ve helped businesses of all sizes navigate this decision. Want expert advice? Contact Abervin Digital at +1 307-271-5184 or visit Abervin Digital to check out our pricing and packages.
