How to choose the best email client for your business
Email is the cornerstone of an effective communication strategy for many businesses. This means that choosing the right and best email client is an important decision that can have a huge impact on your organization. This decision can be vital if you have to manage multiple email accounts.
Ideally, you want to match the individual requirements of your business, with the features offered by email clients to increase productivity and make your email system more efficient. However, with such a large variety of providers to choose from, selecting the right one can seem like a daunting task.
In this article, we take a look at what to consider when choosing the best email client for your business and help you avoid the pitfalls of making a wrong decision. We’re also going to focus on the reasons why email communication is vital in the modern world. Furthermore, to save you time, we’ll provide you with a short list of the most popular email management tips around.
How important are emails in B2B and B2C communication today?
B2B and B2C communications have been evolving rapidly in the last couple of decades. B2B communication is an abbreviation for business to business sales, and the emphasis is on other companies in the industry. Contrary to that, B2C communication is about sales to individual consumers.
No matter which one you’re focused on, as a business owner, you probably already know that emails are a huge element of every online marketing campaign or project management within the firm. Even though social media and networking have entered the world’s stage, emails remain vital.
The email usage has been stable throughout the early 21st century, and we have a lot of data to back-up that statement. According to the research done by the Radicati Group, 269 billion emails are sent and received per day. They expect growth of 4.4 percent over the next four years, which means there will be more than 319.6 billion emails per day by the end of 2021.
The Radicati Group also concluded that by the end of this year (2018), worldwide mobile email users are expected to go over 2.2 billion. These numbers coincide with another related study done by Bluehornet, that states that 80.3 percent of users delete emails, which are not optimized for mobile devices. Three users out of ten will even unsubscribe in this situation.
The Statista company also conducted a survey, and it was concluded that email marketing spending in the United States would grow exponentially. The numbers show that in 2014 the amount of USD spent by customers through email marketing was 2.07 billion. That amount is expected to reach 3.07 billion USD by the end of 2019.
If you want to know more on this subject, check out the following research:
- HubSpot found that 86 percent of professionals prefer to use email for business purposes. Furthermore, they also pointed out in their study that 78 percent of consumers unsubscribe because the companies were sending them too many emails.
- Mailigen stated that 89 percent of marketers use email as their primary channel for lead generation.
- SuperOffice did a report on “The State of B2B Email Marketing” and found out that 77 percent of B2B marketers are using email marketing to drive visits and sales to their websites.
- Ascend2 surveyed email marketing influencers, and the number say that the majority of the target group focused on increasing the engagement rate of email marketing.
- According to Schedule Research, Tuesday is the best day of the week to send emails, and Thursday is the next best option. Correspondingly, the best time of the day to send an email is 10 a.m. and from 8 p.m. to midnight.
- The most impressive information comes from Campaign Monitor when they found out that marketers have seen an increase of 760 percent in email revenue from segmented campaigns. While we’re on the subject of segmented marketing campaigns, MailChimp, also found similar data, that these campaigns get over 14 percent more opens and 100 percent more clicks.
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If we put these numbers and data into perspective, you can understand why managing your email accounts the proper way can be crucial. Email clients are one of the most efficient and elegant ways of doing just that.
What should you consider?
Ultimately, the goal is to find the best fit between the needs of your organization, and the features and other aspects of service offered by each email client provider. When comparing providers, take into account the following points:
Possibly one of the most critical factors to be aware of when choosing an email client is the features it can offer to enhance your business and save you time.
A unified inbox can be invaluable if you are managing email accounts or contacts from more than one provider. This feature brings everything together in a single view, eliminating the need to constantly toggle between various desktop apps and web pages.
Keyboard shortcuts allow you to compose quickly, reply to and forward email, as well as intuitively completing many other tasks.
A snooze function gives you the ability to reschedule email to appear in your inbox at a later time or date. This allows you to declutter your inbox and focus only on what you need.
Integration with apps such as Google Calendar, Dropbox, WhatsApp, Asana, Slack, Facebook, Twitter and many more make it easy to manage everything from one convenient place.
Undo send is a feature that can be a lifesaver if you realize you have made an error after hitting send. A small delay in dispatching your email after clicking send, allows you to cancel it before it is delivered to the recipient.
Customizable options such as layout, color themes, and sound give you the power to make the email client your own and enhance your experience.
Support for multiple languages gives you the opportunity to use an email client in your native language, allowing you to work confidently, efficiently and accurately.
Your business depends on reliable email, and a best email client provider should offer round-the-clock support, in the event that you run into difficulty at any stage. You can get an idea of the quality of support provided by each provider by searching for reviews online.
Look for recurring complaints or common themes, though bear in mind that people often leave reviews when they are unhappy. However, not many people take the time to leave positive reviews.
When you are close to a decision, you may feel that it is worth trialing an email client before committing. This will also give you the opportunity to test the level of support provided.
In addition to the features available, it is also wise to factor in the overall user experience of an email client. Look into ease of installation and configuration, including how simple it is to add multiple email accounts from different providers.
Consider the user interface and assess, whether it is straightforward and intuitive to use. A well-designed user interface will look not only beautiful, but it will also be user-friendly. That should make it easy for you to navigate your way around the system.
You may also want to check how the email client renders HTML. A good client will be able to handle HTML and CSS elegantly, presenting the email as the sender intended it.
The cost of an email client is likely to be a major influence on your decision. Even though it may be tempting to go for the cheapest provider or one of the many free options available, keep in mind that these options are rarely designed for the more advanced needs of a business.
You may find that you are unable to manage multiple accounts, and other features may be restricted. It is best to bring cost into the equation once you have worked through a comparison of the features and other aspects offered by each provider, rather than making a judgment on cost alone.
Additional email managing tips
As we pointed out so far, the most efficient way for you to manage your email accounts is with the help of an email client, but if you think that’s not enough, we have a few more tips up our sleeve.
- Use the one to five minutes rule to decide which emails should get an immediate response. If you can answer an email in five minutes, then you should go for it and not waste time later in the day. However, if an email needs more than five minutes, then you can leave for a more appropriate time.
- Designate an hour during the day for reading, responding and deleting emails. It can be in the morning when you get to work, or before you leave on your launch break. Don’t let emails distract you from the tasks at hand and steal your focus and productivity.
- Clean your inbox regularly for more clarity. This is one of the most useful tips on the subject of email management. A clean inbox will give you a better preview, and it won’t cause you anxiety.
- Manage emails according to categories. You can create folders for processing, separate projects or you can simply archive them to gain more effectiveness in the inbox.
- Straighten your spam filters to suit your needs. Deleting spam emails all day long can be exhausting and counterproductive, which is why straightening your spam filters might be a good solution to avoid the clutter in your inbox.
Email management is an important part of every company’s policy. In order to reach the most optimized working conditions, you can draft guidelines or give your employees tips on how to manage their email accounts more effectively. Furthermore, if you need a boost in customer service management, then email management is a “must.”
Implementing a systematic control of the quality and quantity of emails your organization receives and sends every day can change the way you conduct business. B2B and B2C communication are essentially selling and collaborating with clients via emails, which is why you should have an email policy in place to smooth the process over.
The established business policies and technical standards should be respected at all times to preserve the legal requirements and safety of the company.
Essentially, choosing the best email client is about aligning the requirements of your business, with the services offered by individual email client providers. With the right choice, your business will be able to reap the benefits of enhanced efficiency and productivity in many areas, not only email.
To make the best decision, compare email clients based on the features available, user experience, support offered, and then factor in the cost. If you are still unsure, you could complete a trial to experience everything first-hand.
Sam Hoffman is an email marketing specialist who focuses on providing creative solutions for building brands online. At this time, he is part of the team behind Mailbird content. He frequently writes about the latest advancements in the digital industry.