Email marketing is a marketing strategy where you share information about your products or services via email to build trust and relationships with your audience. The best email marketing software can help you increase your customer base and grow your business.
But how do you find the best email marketing software for your business?
What makes an email marketing platform a good choice? lt should let you optimize your marketing strategy using email marketing to build sales pipelines and get higher-quality leads.
Benefits of using email marketing automation software
There are currently 4.2 billion email users worldwide — nearly 50% of the world’s population. What’s more, there are 347.3 billion emails sent a day, so you should consider incorporating email marketing into your business if you’re looking to reach more potential customers.
Email marketing automation software allows you to streamline, automate, and enhance creating, sending, and tracking email campaigns. Below, we will check some of its benefits.
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Cost-effective marketing
Many email marketing services offer free and low-cost plans. Even for paid plans, the cost per subscriber is very low compared to other forms of marketing, such as print or television advertising, that require high upfront and recurrent costs.
They also reduce the expenses associated with traditional print and postage. Instead of investing in printing materials, such as brochures or flyers, and paying for postage, you can send digital messages to a large audience at a fraction of the cost.
Broad reach and unmatched accessibility
The widespread use of email ensures you can reach thousands of people worldwide. Email marketing software lets you connect with a vast audience to instantly announce discounts, promotions, and new products or services.
Also, you can optimize email campaigns for various devices, ensuring accessibility across desktops, tablets, and smartphones. This lets you connect with your audience wherever they are, providing unmatched accessibility.
Stellar return on investment (ROI)
Email marketing is not only about acquiring new customers but also about maintaining relationships with existing ones. Businesses can foster loyalty and encourage repeat business by regularly communicating with customers through newsletters, updates, and exclusive offers. Customer retention is crucial for long-term profitability and contributes significantly to the overall ROI.
Once website visitors join your mailing list, you have a unique opportunity to nurture the relationship and demonstrate your value proposition. If managed correctly, email marketing software can bring in an average ROI of $45 for every $1 spent.
Personalization and tailored communication
With email marketing software, you can personalize and tailor communication to connect with your audience on a more personal level. For instance, if you’re a fitness instructor, you can send customized workout plans based on your existing customers’ fitness goals.
This personalized touch significantly boosts engagement and strengthens your audience’s connection. You can also utilize dynamic content capabilities to insert personalized elements within the email body, such as the recipient’s name, customized product recommendations, or content based on previous interactions.
Real-time analytics and actionable insights
Valuable real-time analytics provided by email marketing software can help you track the effectiveness of your email campaigns and make necessary adjustments. For example, you can track the number of recipients who open their emails and click on links, giving you actionable insights into what your audience is interested in.
Email software also integrates with advanced analytics tools that provide detailed reports and visualizations. You can gain insights into subscriber behavior and demographic information, which can help you identify trends, preferences, and areas of improvement.
Seamless integration with existing tools
Most platforms integrate effortlessly with essential tools like customer relationship management (CRM) systems, allowing seamless contact data synchronization. This ensures that the email lists are always up-to-date and accurate.
For ecommerce businesses, email marketing tools can integrate with ecommerce platforms. These ecommerce integrations enable automated and targeted product promotions, cart abandonment reminders, and order follow-ups, ultimately improving the shopping experience.
Building direct relationships
Unlike marketing platforms like social media, which are influenced by algorithms, email marketing software offers a direct channel to your audience all the time. Algorithms constantly change, directly affecting which content is visible to your audiences as their preferences change over time.
You can also trigger automated emails based on specific actions or milestones, ensuring that the right message reaches the right audience at the right time. You can establish trust, loyalty, and a direct relationship with your audience through consistent and targeted communication.
Key features to look for in email marketing automation software
Choosing the right email marketing system can significantly impact your marketing strategy. And with so many options available today, it’s easy to get lost in the technicalities without paying attention to the factors that matter.
Knowing the key features allows you to create effective email campaigns. This includes managing tasks like creating, scheduling, and tracking campaigns.
Below we will discuss some essential features to consider.
Mailing list management
This feature lets you organize your mailing list into smaller, targeted groups based on specific metrics. You can group your subscribers into customer segments and tailor personalized email marketing campaigns for each subgroup.
List management streamlines updating contact details, removing duplicates, and managing unsubscribes, essential for maintaining a clean and engaged subscriber base. Overall, effective mailing list management is central to optimizing the reach and impact of email marketing efforts.
A/B testing tool
This allows for fine-tuning of your campaign, enabling you to send the best-performing version to your mailing list. The software randomly divides the target audience into groups and sends each group a different email version.
You can assess which elements resonate better with your audience by analyzing key metrics like open rates, click-through rates, and conversion rates for each variation. This data-driven approach helps refine future campaigns, ensuring marketers can continuously iterate and improve their strategies based on real user engagement.
Merge tags
Your email recipients are more likely to respond to emails that mention their name, and merge tags let you do this by incorporating the recipient’s name into your messages. These tags act as placeholders that are replaced with specific details for each recipient when the email is sent.
For example, a merge tag could address each recipient, including their company name, or even personalize content based on their past interactions with the brand. This level of customization enhances the effectiveness of email marketing campaigns, as personalized emails are more likely to capture the recipients’ attention and create long-term relationships.
Analytics and reports
Like other business solutions, email marketing software provides analytics and reports that offer insights into your campaign’s effectiveness. These tools provide detailed insights into various aspects of email performance, such as conversion rates and subscriber engagement.
Analyzing these metrics lets you understand how recipients interact with emails, identify the most successful campaigns, and know which areas you can improve. In addition to performance metrics, email marketing software generates reports that offer a holistic view of campaign success, helping you measure the ROI of your email marketing.
Autoresponders
Autoresponders are among the most essential tools for nurturing leads, welcoming or thanking customers, and addressing queries or requests. They are a pre-set series of emails triggered based on specific actions or events, such as a user signing up for a newsletter or purchasing.
These automated messages enable businesses to cultivate leads, build relationships with subscribers, and deliver targeted content at key moments in the customer journey. By tailoring messages to individual behaviors and preferences, you can provide content that resonates with your audience, leading to higher engagement and conversion rates.
CAN-SPAM rules compliance
As you ramp up your email marketing campaigns, it is important to follow anti-spam regulations like the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act. Your email marketing software should include features that enable users to include accurate sender information, such as a valid physical postal address, in every email.
The software should also provide an easy way for recipients to opt out of receiving future emails, honoring unsubscribe requests promptly. Incorporating CAN-SPAM compliance features enhances the credibility of email marketing campaigns and helps maintain positive relationships with your subscribers.
CRM integration
Most email marketing channels integrate with popular CRM software to streamline the sales and marketing process. Every time you have a lead from the CRM, it can be added to the mailing list and incorporated into email campaigns.
CRM integration also provides context to mailing lists like demographics, so you can seamlessly move positive email responders to the CRM’s contact management and sales pipeline for more engagement. This promotes timely and relevant communications and lets you measure the impact of your email campaigns on customer acquisition, retention, and overall business growth.
Social media integration
The best email marketing software should easily integrate with social media platforms like Facebook, Twitter, and LinkedIn. This allows you to extend your reach beyond the email inbox by sharing email content on popular social networks. You can incorporate social sharing buttons or links within email campaigns, encouraging recipients to share the content with their social networks.
Social media integration also gives you valuable insights into the social engagement of your campaigns. You can measure likes, shares, comments, and click-through rates on social media platforms and view the campaign’s performance across different channels.
Top email marketing automation software
While email marketing has the potential to deliver the highest return on your investment, it is essential to have the right tool for the job. Take time to understand what features and benefits each software offers and how they align with your business needs.
Choosing the right software is the first step to successful automated email campaigns. Below, we will review some of the top email marketing software to make the journey easier.
MailChimp
Mailchimp, originally an email automation tool, has evolved into a comprehensive software with several email marketing automation tools. It now offers services beyond emails, including a website builder and ecommerce functionalities.
MailChimp key features include:
- Intuitive email builder with a drag-and-drop editor;
- Email automation tools for personalized customer journeys;
- Email templates and analytics to track vital metrics;
- Free option for up to 2,000 contacts, with the base price starting at $555 per month for 10,000 contacts and unlimited contacts in premium, customizable plans.
Mailchimp is a versatile and user-friendly platform catering to diverse business needs. Whether you’re a small startup or a large enterprise, Mailchimp provides numerous tools to enhance your marketing efforts and streamline communication with your audience.
MailerLite
MailerLite is an email marketing platform that helps businesses of all sizes connect with their customers and grow their audience. It’s easy to use, affordable and offers a variety of features to help businesses create and send effective email campaigns.
Some of its key features are:
- Robust email automation platform;
- Audience segmentation;
- Email list management based on subscriber interests and tags to track subscriber behavior;
- Drag-and-drop email builder;
- Landing pages and pop-ups to collect leads and build email lists;
- Form builder to create custom forms to collect information from website visitors;
- Detailed analytics and reporting;
- Growing business plan at $10/month, advanced plan starting at $20/month.
MailerLite’s robust email automation platform allows you to create automated sequences that nurture and engage your subscribers. Its affordable pricing and wide range of features make it an excellent option for businesses looking to grow their email lists and reach their target audience.
HubSpot
HubSpot is a popular inbound marketing and sales platform that provides various tools and features for businesses to manage their marketing efforts, including email marketing.
Key features include:
- Drag-and-drop editor;
- Customizable templates, images, text, and buttons;
- Contact segmentation based on various criteria like demographics, behavior, and interactions;
- Integration with other tools and platforms like CRM systems;
- Pricing at $20 per month for 1,000 leads.
Overall, HubSpot is a comprehensive solution for businesses looking to streamline their marketing strategies through its intuitive platform and diverse features. Its user-friendly tools and seamless integrations give your business a launching pad to thrive in the digital age.
Omnisend
Omnisend is a game-changer for ecommerce businesses seeking an effortless email marketing automation tool. Their free email marketing plan offers many powerful tools you would usually find in paid plans, which is a huge benefit for small businesses and startups without a substantial marketing budget.
Some of Omnisend key features are:
- Pre-built automation workflows;
- Subscriber segmentation;
- A/B testing;
- Insightful performance reports;
- SMS + web push notifications;
- Pre-built ecommerce marketing automation workflows featuring emails like welcome series and cart abandonment reminders;
- Email builder with dozens of customizable email templates;
- Paid plan at $16 per month.
As a bonus, you’ll enjoy Omnisend’s integrated SMS feature. There is no need for separate software, as you can send messages across 209 regions worldwide.
Best use cases for each email marketing automation software
Email marketing automation software is designed to streamline and automate various marketing processes, allowing you to work more efficiently, nurture leads, and deliver personalized content to your audience. Identifying the best use cases for each automation software can help you leverage these tools strategically.
Different types of businesses can benefit from using email automation tools. Next, we will discuss some practical applications for the top email marketing solutions.
Small businesses and startups
Startups and small businesses can use email marketing software in a number of ways.
Let’s see how each of the platforms can help:
- Mailchimp: Mailchimp’s landing pages and signup forms make it easy for small businesses and startups to grow their email lists. The platform’s email templates and segmentation features enable you to send targeted and effective email newsletters and promotions.
- MailerLite: MailerLite has a library of professionally designed email templates customizable to fit your brand. The platform allows you to create automated email sequences based on user behavior, such as abandoned cart or welcome emails.
- HubSpot : The platform can help you run promotions and discounts for your customers. You can create email campaigns that announce your offers and then track the results to see their success.
With Omnisend, small businesses and startups can convert prospects into customers through automated email sequences that nurture leads and share product information.
Medium-sized businesses and enterprises
Medium-sized businesses and enterprises can also gain a lot of benefits from those platforms.
Some of the benefits include:
- Mailchimp: Enterprises can use Mailchimp’s segmentation features to segment their email lists based on interests, demographics, and purchase history. This allows them to send more targeted and relevant email messages.
- MailerLite: MailerLite integrates with popular CRM platforms to sync your email list with your CRM database. You can track customer interactions and manage your sales pipeline.
- HubSpot: You can test different email subject lines, content, and templates to see what performs best with your audience. The platform lets you personalize your emails with subscribers’ names, purchase history, and other data.
- Omnisend: Omnisend offers a variety of social media marketing features, such as integrations, to help businesses promote their email campaigns on various social platforms and drive more traffic to their website.
Those businesses can get a scalable and robust solution that streamlines communication, fosters customer engagement, and ultimately drives revenue growth through targeted campaigns and analytics.
Ecommerce businesses
Ecommerce businesses find a number of ways to use such email marketing platforms, as they can leverage their user-friendly interfaces and powerful automation features.
Let’s see why below:
- Mailchimp: Ecommerce businesses can send abandoned cart emails to customers who haven’t completed the checkout process. They can also cross-sell and upsell products to new subscribers.
- MailerLite: You can recommend products to your subscribers based on their purchase history and browsing behavior. The software can send automated transactional emails to customers who abandon their carts, encouraging them to complete their purchases.
- HubSpot: HubSpot can automatically email your customers to confirm their orders and notify them of shipping status updates. You can also score your leads based on their behavior and prioritize your marketing efforts on the leads most likely to convert.
- Omnisend: The platform can recommend products to subscribers based on their purchase history and browsing behavior. Omnisend also allows you to create and manage wish lists for your subscribers.
Those platforms are invaluable when it comes to enhancing customer loyalty, increasing sales, and optimizing the entire customer journey, creating a competitive edge in the online marketplace.
B2B and B2C marketing
FOr Business-to-business (B2B) and business-to-customer (B2C), those platforms provide tools for segmenting audiences, delivering personalized content, and measuring campaign success.
Let’s see how each of the platforms can help:
- Mailchimp: B2B and B2C can use Mailchimp to build customer relationships by sending regular email newsletters with valuable content and insights. They can generate leads by offering gated content like ebooks, white papers, and webinars. B2B marketers can also use the platform to implement account-based marketing (ABM). For example, they can create a segment with the most valuable leads and send targeted email campaigns with personalized content.
- MailerLite: B2B marketers can use MailerLite to send email newsletters with product updates, case studies, and white papers. On the other hand, B2C marketers can use the platform to send email newsletters with product promotions, coupons, and special offers.
- HubSpot: HubSpot can help B2B and B2C marketers promote a new product or service, as well as special offers and discounts through email campaigns.
- Omnisend: B2C marketers can use Omnisend to send customers surveys or questionnaires to get their thoughts on products, services, and overall customer experience. In B2B marketing, the platform can send automated onboarding emails to new customers to help them get started using your product or service.
Also, they enable businesses to forge meaningful connections, nurture leads, and achieve sustainable growth in both the business-to-business and business-to-consumer spheres.
Nonprofit organizations and fundraising
Email marketing platforms play a very important role in nonprofit organizations.
Those businesses can use email software as follows:
- Mailchimp: You can build an email list of supporters and sell tickets or invites to fundraising events.
- MailerLite: Organizations can create custom donation landing pages and event registration pages for upcoming events.
- HubSpot: Nonprofits can send automated thank-you emails to donors and event registrants. HubSpot also provides detailed reporting on your fundraising campaigns to see how much money you raised and where your donors are coming from.
- Omnisend: Fundraising organizations can use the platform to run email campaigns to raise awareness, educate people about their cause, and encourage users to get involved.
By facilitating seamless communication, enabling targeted outreach, and empowering impactful storytelling, these platforms empower nonprofits to amplify awareness, garner support, and drive lasting positive change in their missions.
Event promotion and management
Event promotion and management can benefit from email automation software in a number of ways.
Let’s see some examples:
- Mailchimp: You can grow an event audience by sending email invitations, reminders, and attendee surveys to collect feedback and improve future events.
- MailerLite: The software integrates with popular ticket sales platforms to let you sell event tickets directly from your MailerLite account.
- HubSpot: The email marketing software can send automated event reminders to your attendees.
- Omnisend: You can send subscribers email campaigns, SMS messages, and push notifications from a single platform.
These platforms empower organizers to streamline communication, enhance audience participation, and ensure the success of events, making them essential assets for seamless and impactful event promotion.
Key factors to consider when choosing email marketing software
Now that you know the best use cases for each platform, here are some factors and tips to consider when choosing your ideal email marketing automation software.
They will help you tailor your needs and choose the best email marketing platform for you.
Budget and resources
Consider what you can afford and your resources. Check the costs, subscription plans, and extra essential features or upgrade expenses.
Additionally, evaluate whether the software offers scalable pricing options to accommodate your business’s growth.
Business goals and needs
The software should align with your overall objectives: lead generation, nurturing, customer retention, or direct sales. For instance, if you run an ecommerce business, you might prioritize cart abandonment recovery or customer behavior.
Tailor your software choice to match specific features that directly contribute to achieving your business goals.
Integration with other tools and platforms
Check if the email marketing automation software easily works with your current tools and platforms, such as your CRM, website, and analytics tools.
Seamless integration is crucial for streamlining your marketing processes and obtaining a holistic view of customer interactions across different channels.
Features that matter
Does the email marketing software include essential features like website forms, landing page builders, and mobile apps? These can significantly impact collecting and managing contacts and executing your email campaigns.
Prioritize software that not only covers the basics but also provides advanced features to enhance the effectiveness of your email marketing strategy.
Ease of use and user experience
Pick a software that your sales and marketing teams can use and understand. For instance, an intuitive interface and a design that adapts well to different devices are important for a good user experience.
Additionally, consider the availability of training resources and documentation to facilitate a smoother onboarding process for your team.
Customer support and training
See what kind of help and training the software provider offers. Consider support options like phone, email, or chat, and check how fast they respond.
Ensure that the software provider offers comprehensive training materials and resources to empower your team to make the most of the software’s capabilities.
Security and compliance
Ensure the software and its provider follow data protection rules like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). The software should also provide features such as data encryption and other security measures to protect sensitive information.
Regularly review the software’s compliance certifications and security protocols to safeguard your data and maintain regulatory compliance.
Conclusion
When making your choice, think about what’s essential to your business. For example, if you’re looking to manage extensive email campaigns, it’d be a good idea to pick premium software with advanced features, excellent customer support, and a proven track record.
Alternatively, launching your small online store on a tight budget would be best to start with low-priced, user-friendly software and upgrade later.
Frequently asked questions
What makes email marketing automation software essential for my business?
Email marketing automation software offers an efficient way to connect with your audience and build trust. With nearly half the world’s population using emails, it remains a great tool to boost your business revenue.
How can email marketing automation software benefit my business economically?
Email marketing offers exceptional cost-efficiency. For small businesses, it provides a means to create compelling content and reach thousands of potential customers at a low cost per contact.
What key features should I look for when choosing email marketing automation software?
Focus on essential features that align with your business needs. Consider tools for effective basic contact management, A/B testing to optimize campaigns, merge tags for personalized communication, and robust analytics and reports for insights.