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The first half of 2018 didn’t bring any significant movement to the top 10 most popular email clients. While there have been a few small changes in market share—for example, Apple iPhone and Gmail have both gained one percentage point while Apple’s iPad has lost one percentage point—the overall ranking has remained virtually unchanged with the exception of spots 7 and 8. Outlook.com, which was the 7th most popular email client in December 2017, has lost one percentage point in market share, causing it to drop below Android, which now holds the #7 spot. When looking at email opens by reading environment, we didn’t see any major movements in the first half of 2018. Aside from a little bit of fluctuation in the first quarter (desktop opens rose to a peak of 21% in March while webmail opens dropped to 32%) the first half of 2018 ended close to where it started. In June 2018, mobile opens accounted for 46% of all email opens (down 1% from December 2017), followed by webmail opens at 35% (-1%), and desktop opens at 18% (+1%).  Choosing the right email marketing service can have a significant impact on the success of your marketing campaign. In this article, we will review the 7 best email marketing services for small businesses.

Email marketing is one of the most cost-effective marketing tools for small businesses. According to the Direct Marketing Association, email marketing on average sees a 4300 percent return on investment (ROI) for businesses in the United States. This is because email marketing is easy to manage, gives you full control, and allows you to establish a direct contact with your customers. It’s important to understand that a lot of your success with email marketing depends entirely on the email marketing software you choose because they are responsible for making sure that your emails actually get delivered. These Tools and Service help bring those issues to a end.

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Spending money on marketing is an investment. The difference between an investment and a cost is that you get a return from an investment. And there’s no reason to do marketing if you don’t get a return. That’s why, at FulcrumTech, we focus on ROI when developing and implementing email campaigns. For some reason, many people seem to think that email campaign cost is low compared to other types of marketing pricing. To do it right, however, a significant amount of planning goes into developing, implementing, and testing effective email-campaign strategy and solutions. Plus, once an email campaign is implemented, marketers must monitor, manage, and optimize its performance to continually achieve great campaign results. When it comes to determining how much to charge for email marketing, how do email-marketing agencies do it? From the initial email assessment and campaign plan to building out the email content and design, to sending targeted messages, to ongoing management and optimization, the following factors play an important role in determining the average cost of an email-marketing campaign:

In addition, email deliverability is a primary consideration when comparing and choosing ESPs. Poor email deliverability is something you don’t want to opt for in order to have a low cost email marketing program. Increased deliverability equates to increased revenue and a higher ROI. And even a small improvement in deliverability can make a huge positive impact on your bottom line. Although a majority of deliverability problems originate from email-marketing list issues, the right ESP can help you solve any deliverability problems and provide you with a well-monitored IP address. For example, when choosing an ESP, be sure to find out: The higher the quality of a list, the less work is needed to implement an email campaign, and the lower average cost per email sent. But if the list is not permission based and has a high volume of inactive subscribers, time and effort will be needed to build a quality list. This would likely require search engine optimization (SEO), pay-per-click advertising, and other list-building efforts, resulting in higher email-advertising costs. For any email-marketing campaign to succeed, a strong website foundation is essential. Without that, conversion will be a challenge. So, if your website, social media, and other supporting tools aren’t strong and don’t have a strong reach, some effort will be required to determine how to best ensure that they’re where they need to be to support your email-marketing efforts and lower your email campaign costs.

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