What to consider when choosing an email marketing tool for your business in Ghana
- agnes2718
- Mar 25
- 4 min read
Email marketing is a remarkable digital strategy for building relationships, promoting products and increasing sales.
Ghana has a spiraled growth of smartphone usage with over 17 million internet users.
Gone are the days where email marketing was a luxury for large corporations, in today's digital world it is a necessity for the many retailers in Accra and service providers in Kumasi, to ensure lead nurturing for sustainable conversion of the leads.
The critical part here is selecting the right tool that will not limit your marketing potential.
In this guide, we explore considerations for Ghanaian businesses when choosing an email marketing tool for their business to be able to pick a tool that actually works for the Ghanian market.
Deliverability
If the campaign messages sent out do not get to the recipient's inbox, then there's no point to running the campaign anywhere since the intended lead will not be able to see it.
Users rarely check spam folders and even when they do, messages that land in spam are never taken seriously.
What to consider:
delivery rates of the service provider for the African domains
if dedicated IP addresses are supported
if email authentication standards are maintained like SPF, DKIM and DMARC set up.
Why it matters:
This element directly impacts the success of your campaign. 95% high deliverability rate should be the target to yields estimated results from the campaigns.
Favorable pricing
Majority of the global email marketing tools charge is USD or euros. Looking at it in those currencies may appear cheap but when the local Ghanian currency weakens, the price inflates.
What to consider:
Tools that factor in local currencies for a better negotiating position.
There are free tools that offer generous tiers enough for small and medium companies to get started.
Tools that accept local payment methods like mobile money (MTN Momo, Airtel TIGO money, Vodafone)
Longer payment periods like yearly or quarterly subscriptions normally come with a discount, it would be wise to take advantage of it other than ordinary monthly payments.
Why it matters:
Making a purchase always goes hand in hand with affordability to allow the business grow and scale to more advanced options.
Ease of use and set up
Most businesses in Ghana operate with small teams and yet all roles have to be managed, seeing the campaign manager handle customer service, procurement, order packaging and overall administration.
It's vital that the tool does not become an added burden but rather a relief.
What to consider:
A drag - and - drop email builder is a must.
Pre-built templates tailored to your industry to simplify campaign creation.
Tutorial videos for easy set up and onboarding.
Reliable customer support.
Why it matters:
To save time for the team to focus on other vital roles and responsibilities that come with marketing and campaign success.
Automation capabilities
Nothing saves time like automated workflows. Emails are sent automatically based on customer behavior like welcome emails, follow-ups, purchase confirmations among others.
What to consider (features):
Automated email sequences
Trigger - based emails
Drip campaigns
Why it matters:
To foster consistent and timely communication with the customer which may trigger a purchase.
Segmentation and Personalization
The selected tool should enable you send targeted campiagns, that is different messages to different groups of subscribers.
Messages can be tailored based on:
Demographics, that is, gender or age among others.
Purchase history of the customer.
Customer behavior
Why it matters:
Customers can be very sentimental; a mere personalized message creates a special bond that triggers a purchase.
Analytics and reporting
Surely performance has to be measured clearly and accurately.
At the very least insights should be centered around:
Open rates
Click-through rates
Conversion rates
Bounce rates
Unsubscribes
Why it matters:
To pave way for improvement and measure success of the campaign.
Integration with other existing tools
Many platforms combine email marketing with CRM and multi-channel communication like SMS and WhatsApp to ensure that email marketing does not operate in isolation.
Integration with online platforms like Shopify, WooCommerce is also vital for businesses that operate online shops.
Why it matters:
Communication is streamlined, efficiency is improved and the business owner is happy.
Mobile - First Capabilities
Smart phones have become a non-negotiable for internet users in Ghana and all over the globe.
Emails sent should be tailored to look and function properly on mobile screens.
Why it matters:
Ghanian businesses access a wider market reach, and it creates convenience for potential buyers and leads.
Scalability
As a small Ghanian business owner, the tool that you purchase should still be able to cater to you as your list grows.
Many platforms are affordable with small lists but expensive as your email list grows.
What to consider:
A tool that supports multi-user access especially if you have a sizeable marketing team.
Free tools have limit user access.
Why it matters:
It is very time consuming and costly in the long run to keep switching tools. Also, data may not be clearly captured or transferred from on tool to another.
Email marketing tools Ghanian businesses can use to nurture their leads, retain customers and grow their sales
Tool | Best for | Key features | Pricing model | Why it works for Ghana |
Trembi | Growing businesses and multi-channel marketing |
| Affordable monthly charge depending on number of emails per campaign |
|
USMS-GH Email marketing automation | Local bulk messaging and automation |
| It is subscription based | Locally focused solution for Ghana |
Mailchimp | Small and Medium Enterprises, starting businesses |
| Free + paid plan | Easy to use, scalable, good delivery rates, |
Hubspot | CRM, marketing and customer service |
| Free forever plan and upgrades | All in one platform for sales, marketing and customer management |
In conclusion:
For businesses in Ghana, it is possible to combine global tools depending on what the business needs and the growth goals are. Some tools may be good to start with and others better as you grow. The secret is in knowing what your business needs are and what tools can better solve them!
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