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Buyers Guide to Best Email Marketing Software (2024)

What are Email marketing software and its importance?

Email marketing software is a tool that enables businesses to create and manage email marketing campaigns, automate email workflows, and measure the effectiveness of their email marketing efforts. It allows businesses to build relationships with their customers by sending relevant and personalized messages at scale.

Email marketing software has become an essential component of modern marketing strategies. According to a study by Campaign Monitor, for every $1 spent on email marketing, the average ROI is $42. In addition, email marketing provides businesses with the ability to directly communicate with their audience and build a loyal customer base.

The purpose of this guide is to help businesses choose the right email marketing software for their needs. It will provide an overview of the key features to look for in email marketing software, the different types of email marketing software available, and the factors to consider when making a decision. It will also highlight the top email marketing software options and provide recommendations based on individual business needs and preferences.

Features to Look for in Email Marketing Software

Email Campaign Creation and AutomationDesign and automate visually appealing email campaigns with customizable templates, drag-and-drop editors, and multimedia integration. Includes automated workflows like welcome series or cart reminders.
List Management and SegmentationOrganize and manage email subscribers, with features for adding/removing subscribers, segmenting by behaviour or demographics, and targeting specific groups.
A/B Testing CapabilitiesTest different email campaign versions for elements like subject lines, content, and send times to optimize open and click-through rates.
Integration with Marketing ToolsEnsure seamless integration with tools like social media, CRM, and marketing automation software for a unified marketing strategy.
Analytics and ReportingOffer detailed analytics on metrics like open rates, click-through rates, and conversions, plus subscriber behaviour insights.
Personalization and CustomizationEnable creation of engaging emails with personalization options (like using subscribers’ names) and customization based on behaviour or preferences.
Email Deliverability and Spam PreventionFeatures to ensure emails reach inboxes, including email authentication, spam filters, and list hygiene tools to improve deliverability and reduce spam marking.

Types of Email Marketing Software

TypeDescriptionSuited For
Basic Email Marketing SoftwareOffers essential email marketing features like campaign creation, list management, and basic analytics. User-friendly, easy to set up, and affordable.Small businesses and startups with limited marketing budgets.
Advanced Email Marketing SoftwareIncludes advanced features like segmentation, A/B testing, marketing automation, and integrations. More expensive but offers greater value for larger businesses.Mid-sized to larger businesses with advanced marketing needs.
All-in-One Marketing PlatformsComprehensive solutions combining email marketing with channels like social media and content marketing. Features for lead generation, nurturing, and conversion.Businesses with larger marketing budgets and sophisticated needs.
Open Source Email Marketing SoftwareFree, open source software for self-hosted email marketing. Highly customizable with features like campaign creation and analytics, but requires technical expertise.Businesses with in-house IT support and resources.

Factors to Consider When Choosing Email Marketing Software

BudgetEnsure affordability with a pricing model that aligns with the business’s budget, considering subscription or flat fee options based on subscribers or emails per month.
Business Size and NeedsChoose software based on business size and requirements, from basic features for small businesses to advanced functionalities like marketing automation for larger enterprises.
Ease of Use and Learning CurveSelect software with an intuitive interface, easy setup, and availability of tutorials or training materials, especially for teams with limited technical skills.
Support and Training OptionsOpt for software providing reliable customer support (phone, email) and online resources (user guides, video tutorials) for assistance and learning.
Security and Data ProtectionChoose software with strong security measures (SSL encryption, two-factor authentication) and compliance with data protection regulations (GDPR, CCPA).
Customization and ScalabilityEnsure the software offers customization to fit branding and messaging needs, and scalability to accommodate future growth and evolving marketing strategies.

Top Email Marketing Software Options

MailchimpEmail campaign creation, list management, analyticsFree plan for up to 2,000 subscribersUser-friendly, advanced features such as automation and A/B testingExpensive for larger subscriber lists, limited support options
Constant ContactEmail campaign creation, list management, analyticsStarts at $20 per month, based on number of subscribersEasy to use, range of templates for email design, integrations with other marketing toolsExpensive for larger subscriber lists, limited automation capabilities
SendinblueEmail marketing, SMS marketing, marketing automationFree plan for up to 300 emails per dayAffordable, advanced segmentation and A/B testing capabilitiesLimited email design capabilities, slow customer support
HubSpotEmail marketing, social media, content marketing, advertisingStarts at $45 per month for marketing hubComprehensive marketing platform with advanced segmentation and personalization capabilities, powerful analytics and reportingExpensive for smaller businesses, steep learning curve
Campaign MonitorEmail campaign creation, list management, analyticsStarts at $9 per month, based on number of subscribersEasy to use, range of templates for email design, integrations with other marketing toolsExpensive for larger subscriber lists, limited automation capabilities

Note: Pricing information is subject to change and may vary depending on the features and services included in each software plan.


In conclusion, choosing the right email marketing software is a critical decision for businesses of all sizes. To summarize, here are some important points to consider when choosing email marketing software:

  • Features: Look for email marketing software that offers the features you need to create, manage, and analyze email campaigns, such as automation tools, list management, and analytics.

  • Types of software: Consider the different types of email marketing software available, such as basic, advanced, all-in-one marketing platforms, and open-source software.

  • Factors to consider: Other factors to consider when choosing email marketing software include budget, business size and needs, ease of use and learning curve, support and training options, security and data protection measures, and customization and scalability.

Based on these considerations, we recommend Mailchimp for small businesses with limited budgets and Constant Contact for larger businesses with more advanced marketing needs. Sendinblue is a good option for businesses that need a comprehensive marketing platform, and HubSpot is ideal for businesses with larger marketing budgets and more sophisticated marketing needs. Campaign Monitor is a good option for businesses that prioritize ease of use and templates for email design.



These Are the key features of Email Marketing Software

  • Contact Management
  • Lead Scoring
  • Multivariate Testing
  • Analytics (ROI Tracking)
  • Campaign Segmentation
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