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What is Email Marketing Software?

Email marketing software is used by businesses to send out promotional emails to their customers. At the same time, email marketing is an effective method that boost brand awareness with a technique that has the capacity to scale across diverse audiences. This type of marketing includes transaction emails such as approvals and alerts, and promotional emails such as events, newsletters, and ads.Show more Email marketing systems can help a company to target its prospects better, distribute content, and reduce marketing costs. Key features of this software include automation of email tracking and newsletter delivery, designing and sharing of newsletters, creation of permission-based mailing lists, and inbound lead generation. The best way to select the right email marketing app for your needs is to browse our list of top platforms, especially the current category leader Constant Contact.Show less

How was this ranking made?

In order to prepare this ranking of best Email Marketing Software we have examined 715 leading apps currently present on the market, analyzing their features, ease of implementation, client service, available integrations as well as mobile device support with our unique SmartScoreTM rating system. This ranking has been developed by Jenny Chang, our software authority dedicated to the Email Marketing Software category.

List of Top 12 Email Marketing Software

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1. Constant Contact

Our score: 9.6 User satisfaction: 93%

A powerful marketing platform that integrates email marketing, social media, and ecommerce together for more comprehensive marketing campaigns. It includes a website builder and an extensive library of highly-customizable email templates optimized for both web and mobile. Reports and analytics are also quickly generated so you can easily track performance.

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2. HubSpot Marketing

Our score: 9.5 User satisfaction: 99%

HubSpot Marketing is an easy-to-use advanced digital marketing software solution. It is used for a variety of marketing needs and channels from SEO to social media. The platform has a CRM base complete with analytics. It has modules to manage blogs, lead generation, social monitoring, ads, and email marketing.

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3. vcita

Our score: 8.8 User satisfaction: 100%

A multi-featured customer service and business management software for service providers and professionals such as consultants, accountants, lawyers, and others. This solution utilizes essential tools to manage everyday tasks such as calendar and online scheduling, email and SMS marketing, client portal and management, lead generation, and billing and invoicing.

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4. Omnisend

Our score: 9.1 User satisfaction: 100%

An intuitive marketing automation platform that offers integrated omnichannel workflows, smart list segmentation, and smart reporting to boost customer engagement and sales. Omnisend also gives you visibility into your customers' engagement information across different communication channels.

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5. Wix ShoutOut

Our score: 9.1 User satisfaction: 91%

Wix ShoutOut is an intuitive marketing email and newsletter builder and editor. It allows users to create responsive emails to increase the chance of engagement. The solution also has features to help you manage subscribers, analyze email performance, and even share their attractive newsletters on social media.

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6. ActiveTrail

Our score: 9.1 User satisfaction: 100%

A comprehensive marketing automation software for marketers who are still navigating the complexity of automated email and SMS marketing campaigns. ActiveTrail offers modern tools for multichannel marketing including A/B testing, pixel tracker, survey tools, and more. It also provides customizable landing pages and templates for email and SMS campaigns.

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7. Freshmarketer

Our score: 9.0 User satisfaction: 100%

Freshmarketer is a conversion rate optimization (CRO) tool designed to assist marketing agencies and digital marketers convert website visitors into paying customers. It helps users create more targeted customer experiences. The platform does this by providing features such as A/B testing, session replay, and heatmap among others.

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8. Really Simple Systems CRM

Our score: 8.5 User satisfaction: 100%

Really Simple Systems CRM is a full suite sales, marketing, and customer support online CRM platform that is easy to use and works immediately. It has robust modules for pipeline management, contact management, and case management. This scalable CRM platform also has a built-in email marketing feature.

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9. Marketo

Our score: 9.3 User satisfaction: 96%

Marketo is a software tool that helps marketers master the art and science of digital marketing. It is fitted with comprehensive features including modules for email marketing, event marketing, lead management, and ad spending. The software also provides automation options for key marketing processes.

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10. ActiveCampaign

Our score: 9.2 User satisfaction: 100%

ActiveCampaign is a software that combines all aspects of small business marketing in a single and easy-to-use platform. It is packed with powerful features for marketing automation, newsletter management, SMS marketing, and many more. It can also integrate with over 200 external services.

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11. Reply

Our score: 8.5 User satisfaction: 96%

Comprehensive solution for putting email outreach on auto pilot and boosting inbound and outbound campaigns, BD, HR, fundraising and accounting.

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12. ConvertKit

Our score: 8.9 User satisfaction: 100%

ConvertKit is a cloud-based email marketing automation and lead generation solution.

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Email Marketing Software Guide

Table of contents

Most business owners are now becoming increasingly aware of the benefits of email marketing software tools, realizing that such solutions will allow them to improve their business communication efforts. For many, though, it is still difficult to define a clear list of advantages and profits that would merit adopting such programs in their company. To prove that there is indeed much to gain from professional email marketing tools, we’ve prepared this guide for you to give you a detailed look at what this type of software has to offer.

Get to know each product with free trial

A good course of action when looking for the best among email marketing tools for enterprises or smaller businesses is to sign up for at least a few free trials or demo and starter unpaid plans from leading email marketing software providers. With that method, you will have the opportunity to test the important elements and you will get a good comparison of the capabilities of the selected apps. You will also be able to understand what is email marketing software better. The best thing to do is to try services that currently have the highest SmartScore rankings and Customer Satisfaction Rating in our email marketing software reviews: RedCappi reviews, Campaign Monitor, ActiveCampaign, AWeber, Constant Contact, HubSpot, and MailChimp

It may also be a good idea to examine some of the most popular alternatives available on the market. See our Top 10 Alternatives to ActiveCampaign guide for a reliable list of solutions worth trying out.

Targeted Businesses

Email marketing software is welcome in every company handling a large customer database, and looking to summarize contacts under one roof and deliver information in a synchronized manner. The scale and niche of the business are most of the time irrelevant, but there are few specific scenarios where demand generation software is most needed:

  • Businesses looking to provide valuable information via email newsletters. It is quite often in every business that customers need a bit of on-boarding in order to make a purchase, which is exactly why email marketing systems exist. Companies use them to provide relevant information to their customer lists via email newsletters and to allow them to sign up on their platform in order to gather information.
  • Businesses looking to provide leads with ‘irresistible’ and ‘one-time’ promotional offers. Just as in the case of extended product information, companies can use email marketing systems to provide irresistible offers that can engage leads and convert them into customers.
  • Businesses looking to personalize their emails. The biggest advantage of email marketing systems is that they allow companies to personalize the email templates they’re using, ideally by including logos, slogans, and relevant information, or by generalizing the content to save time. This helps to build a stable and individual relationship with each customer, and make them feel as if they were your most important contacts.
  • Publications, media outfits, and influencers that need to build and manage a lively community. With an email marketing software, influencers and online media outfits can build and foster relationships with their community through newsletters. Influencers from social media personalities to podcasters can take advantage of email marketing.

What are Examples of Email Marketing Software?

  • AWeber: An outstanding email marketing platform with superior autoresponders and robust feature suite, designed to meet the needs of businesses from all scales and niches.
  • Constant Contact: As the name indicates, this effective platform allows companies to improve customer relationships, and it is loaded with templates and learning materials.
  • HubSpot: A popular marketing tool packed with all functionalities necessary to create compelling content, and to deliver it in a fast and engaging manner.
  • Salesforce Marketing Cloud: Another powerful Salesforce.com member in charge of providing effective marketing solutions, as well as guaranteeing a strong marketing presence on social media.
  • MailChimp: A well-known email marketing service for small business and mid-sized companies that offers business-enhancing marketing plans and analytics.

For a more detailed list of products, you may want to check out our Top 20 Email Marketing Software ranking. You’ll find a much wider selection of products for comparisons there.

Types of Email Marketing Software

There are many different types of email marketing software, varying from free and basic tool suites to ultra costly and accurate programs. Features can also be categorization criteria, as certain programs do nothing but summarize contact lists, while others are more robust and they allow marketers to personalize their email newsfeeds, track and compare customer behavior and conversion rates, and even do some custom branding. Deployment is also an important factor based on which there are:

  • On-premise email marketing systems. These are covered with a single license and are hosted on the client’s local server. They qualify as the most expensive ones, due to the fact that they require complex setup and occasionally some hardware installation.
  • Software-as-a-service (SaaS) email marketing systems. These are usually paid per month and are hosted on the vendor’s server. The business owner is not responsible for installation, updating, and maintenance.
  • Cloud-hosted email marketing systems. Most of these offer free basic plans and qualify as the most affordable ones due to their universal access and the fact that the client doesn’t need to update them or to for maintenance.

Key Features of Email Marketing Software

There are few essential features the best Email Marketing software should have in order to help you generate successful campaigns, namely those which can reach even ambitious prospects that can be measured in future:

  • Segregated Email Lists. The email list is the basis of every direct marketing campaign, where the team gathers contacts from different sources. An email marketing tool is supposed to summarize contacts from all possible lists (online databases, association lists, list brokers, trade shows, LinkedIn connections, etc.), and to keep the new one updated with minimal manual effort. At the same time, you should be able to segregate and categorize contacts depending on their location, consumer behavior, age, preferences, or whatever category that may be relevant for you.
  • Customizable Design. A big part of any email marketing campaign’s success can be prescribed to email design, namely the looks of your layouts, subject lines, and call-to-actions. The ideal email marketing tool should be empowered with a large customization capacity that allows you to change these elements in order to eliminate any possibility that your email will be tagged as spam.
  • Tracking and Reporting. Most email marketing systems have robust measurement dashboards that allow you to measure your marketing results and to divide budgets accordingly. The data can, later on, be used for generating reports, as for instance sent/unsent emails, open rates, hard/soft bounces, and many others.
  • Testing. Using email marketing software, you should be able to test and optimize your campaigns before sending them out to your complete email list. By testing, we refer to standardized A/B standards, which make it possible to examine separate variables rather than the entire content. Both positive and negative click-through rates and spam compliance evaluators serve to indicate whether you should push a campaign through or to drop it instead.
  • AutoResponders. This is one of the most important features every email marketing system should have. It is because auto-responders automate a large portion of your marketing work and increase conversions by simply informing senders that their email has been received. At the same time, auto-responders can be used to notify regular clients on promotions and discounts and to confirm their subscriptions on your website. Likewise, you can use follow-ups to offer free trials or information sheets to unfamiliar audiences.
  • CRM Integration. It is absolutely normal for a business to expect the world from its email marketing software–the truth is that the good ones among them are not even close to being cheap, which makes us understand by default that they’re going to fit within our software infrastructure. Technically, we should be able to integrate them with any program, but what matters the most is how they’ll synchronize with our CRM system. The CRM integration streamlines the relationship between sales and marketing, and increases both ROI and overall positive effects of your campaigns. In the meanwhile, your CRM will be a critical source of customer data and relevant competitive information, which is more than enough to transform your relationship with customers into a productive and entertaining experience.

Check out our What Is Email Marketing Software guide for a more comprehensible list of typical features and modules available in most solutions.

Benefits of Email Marketing Software

Email marketing software is used for commercial communication with individuals/groups, most often in the form of sales, business requests, promotions, advertisements, or any similar activity aimed to improve customer loyalty and overall brand recognition. This being said, email marketing keeps a business connected with its customers even after sales have been completed.

Digital communication on its behalf, allows the business to target literally every audience on low research and production costs, and get to know all of their interests, shopping habits, likes and dislikes by simply holding a list of valuable contacts and maintaining its accuracy. At the same time, customers benefit from a more personalized relationship and individual treatment for support and important information. Let’s see how that works:

  • Targeted Marketing. Let’s be honest to ourselves: traditional marketing is not targeted marketing. The time of promoting products on popular TV shows is far behind us, because people have changed, the same as their habits. Email marketing allows you to target a specific group of contacts you’ve chosen on the basis of carefully planned criteria, and to customize the message in accordance with what they’d expect to see. That’s how the magic of higher conversions actually happens.
  • Measured Effects. You’ve advertised a service in the local newspaper, and that’s great because you know that many people read it. Still, how could you know the exact number of readers that paid attention to it, or at least of those who came and purchased your service based on what they read? That’s the miraculous power of email marketing: it helps you forecast results, and measure effects based on them. With an effective EM tool, you’ll never risk being ambiguous and immodest and you will draw achievable and realistic metrics concerning your open rates, delivery accomplishment, subscriber retention, or click-to-deliver rates. Consequently, you will estimate which recipients are most responsive, and you will orientate your next campaign towards that specific group.
  • Cost-Effectiveness. ROI may as well be the most appealing and meaningful advantage of email marketing systems since you’re supposed neither to print anything nor to pay any external party to advertise your work. As the Direct Marketing Association claims, email marketing converts $1 of investment into $40 of revenue, so there is no reason not to consider it for your business too.
  • Easier Sharing. There is no easier way to share marketing forms than the email one because it takes but few seconds, and a couple of clicks. The purpose is to inspire subscribers to share your content with other users who’re not on your contact list, acting as your so-called brand advocates. Of course, you’re the ultimate beneficiary in the case, because you become more exposed and gain credibility based on it.
  • Brand Awareness. There is nothing bad in reminding customers about your existence so that they would have you into consideration for future purchases. Each additional email adds value to your marketing strategy, assuming it has been strategically planned and designed to attract enough attention. It is your way of ‘staying there’ even with no deals on the horizon, and to be in a much more likely position to be chosen than competitors who market the traditional way.
  • Collaboration and Teamwork. Take advantage of teamwork by using an email marketing software solution’s collaboration tools. These tools range from task assignment, commenting, file sharing, and group chats. Work on updating contacts together and reply to incoming emails simultaneously. With this, everybody can share the load.

Payment Schemes

Price is a very important factor to consider when choosing the right email marketing solution for you. Moreover, the price is usually determined by the kind of payment scheme you choose. Today, there are three common payment schemes or pricing plans. Here they are:

  • Free. Access to good email marketing platforms doesn’t have to break the bank. In fact, some solutions are available at no cost. Meanwhile, some offer free versions of paid plans or freemium options, which are good for small businesses and growing companies.
  • Monthly Subscription. This is probably the most popular one today. Plans are billed per month. And, this makes it easier for businesses to try out software solutions. They shell out a manageable amount of cash without overcommitting to a solution.
  • Annual Subscription. A yearly plan is perfect for businesses that are already set on a program for the long haul. Also, it is usually priced lower than monthly subscriptions. However, opting out is not that easy.

The Bottom Line

There are many factors to consider when choosing the best email marketing software solution for you. Different businesses have different needs. So, you really need to find a good one that matches your requirements.

Also, you really have to find a solution that is more likely to be used by your organization. This is a really hard act to balance. But, one has to remember the bottom line. Purchasing the right software is not the end of it. It is just the beginning.

You would have to get used to the platform and develop best practices over time. Staff would undergo training and maybe you would experience pushbacks. If you are lucky enough, you won’t experience these birthing pains. However, you should expect the worst and prepare for software adoption thoroughly.

List of Email Marketing Software Companies

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Product name:
Category:
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User reviews:
WebTiger Mail reviews

WebTiger Mail

Email Marketing Software
8.0
By quote
93%
AtomPark Software reviews

AtomPark Software

Email Marketing Software
8.9
$69.85
95%
QuickMail reviews

QuickMail

Email Marketing Software
8.9
$49
92%
MorphyMail reviews

MorphyMail

Email Marketing Software
8.0
$29
100%
Snov.io reviews

Snov.io

Email Marketing Software
8.9
$39
92%
elink reviews

elink

Email Marketing Software
8.9
$15
97%
Proofy reviews

Proofy

Email Marketing Software
8.0
$3
91%
Constant Contact reviews

Constant Contact

Email Marketing Software
9.6
$20
93%
Sendia reviews

Sendia

Email Marketing Software
8.0
$5
96%
SmartReach.io reviews

SmartReach.io

Email Marketing Software
8.0
$19
-
InfoClutch Email ROI Calculator reviews

InfoClutch Email ROI Calculator

Email Marketing Software
8.0
Free
-
WhiteSES reviews

WhiteSES

Email Marketing Software
8.0
$14
-
Conversio reviews

Conversio

Email Marketing Software
8.9
$20
100%
ReachMail reviews

ReachMail

Email Marketing Software
6.4
$10
-
dotdigital reviews

dotdigital

Email Marketing Software
8.8
By quote
97%

Things to consider when you invest in a SaaS

Disaster recovery and security are two key elements that need to be considered by SaaS buyers when evaluating potential providers.

Many SaaS vendors do not have a disaster recovery site. Therefore, ask the following queries to your shortlisted vendors: How do you test your disaster recovery processes? What is your recovery time? How often do you test? Do you have dispersed infrastructure; are your chief site and your disaster recovery site situated in different geographical locations?

You need to be aware that many SaaS providers do not use enterprise-grade infrastructure to deploy SaaS apps. Many programs have multiple providers. For example, there may be a firewall provider, an Internet provider, and a few others too in the mix. If an issue rears up, there is a lot of finger-pointing. This problem is common with on-premise IT systems. The solution is to decrease the number of vendors so that there is answerability to ensure they take responsibility about performance.

Ask the potential SaaS vendors the following queries about security: Is your company SAS70 compliant? What security measures are used at your data centers? What security audits and guidelines does your organization follow? Who manages access and identity management, web application firewalls, log file management, and network connectivity?

Needless to say, take your time to research methodically and get the answers to the above queries before you invest in an apt SaaS system.

Frequently asked questions about Email Marketing Software

What is the best email marketing software?

The best email marketing software is HubSpot Marketing. This total digital marketing platform helps businesses create responsive, engaging, and measurable email campaigns. Also, you can start using its email newsletter creator for free. The creator is also very easy to use. With its drag-and-drop functionality, even a child could design a stunning responsive email. The platform also provides you with performance measurement tools such as A/B testing and analytics. 

HubSpot Marketing is a complete digital marketing suite. It has other modules for related processes that support your email marketing processes. These modules include lead management, blog management, marketing automation, landing pages management, social media monitoring, and website SEO.

What are the benefits of email marketing software?

Different types of email marketing software have different sets of benefits. However, there are general benefits that software seekers expect to get from using them. Here they are below. 

  • Easy email campaigns. Email campaigns are a numbers game. Success, sometimes, depends on how many you have sent. With email marketing software, you can send bulk emails. Also, top products have email newsletter creators and editors so you can send engaging responsive emails.  
  • Optimize campaigns. Use data and insights gathered by analytics modules to finetune email campaigns and newsletters. 
  • Quick response. Reply to emails easily. With a software tool, you don’t have to switch windows or programs just to engage your audiences.
  • Personalize campaigns and responses.  Software solutions provide you with tools for personalized messages and salutations. 
  • Easy collaboration. Email marketing software solutions allow teams to concurrently work on campaigns, newsletters, and reports. They also have team management features for communication and task assignments. 
What are the features of email marketing software?

Here are the general features of email marketing software: 

  • Contacts Database. Most software solutions allow you to store and manage contact details. Also, you can check your conversation history and add important notes here. 
  • List Management. Segmentize your contacts into different mailing lists easily using tags and other tools. 
  • Scheduled Bulk Email. This is a basic feature that any email marketing software should have. With it, you can configure the software to send bulk emails automatically at the time you prefer. 
  • Autoresponders. This feature sends out personalized automated responses to help you deal with a multitude of incoming responses. 
  • Tests and Analytics. These features allow you to gauge the effectiveness of your email campaigns and messages. 
  • Email Newsletter Creator. This module provides you with tools to create stunning interactive emails. 
  • Team Management and Collaboration. Work together with your team on the platform in launching campaigns and engaging customers. 
What is the easiest email marketing software to use?

Most email marketing software solutions are highly usable. They have intuitive user interfaces designed to let your launch email campaigns in just minutes. However, some software solutions have exceptional ease-of-use. Here are three of them: 

  • HubSpot Marketing. This is the ultimate digital marketing solution. The product is widely celebrated by users for its interface design that houses its comprehensive features. You can easily navigate through the software and get it to do what you need to do fast. 
  • vcita. This just may be the best email marketing solution for field and service professionals. Controls are very intuitive and the interface is sleek. It is also packed with comprehensive features, ranging from lead management to SMS marketing. 
  • Constant Contact. A powerful digital marketing platform that combines social media, email marketing, and ecommerce seamlessly. It is hailed for its intuitive user interface that houses its robust features. The program is light as it is powerful. 
What is a good free email marketing software?

A good free email marketing software is hard to come by. Software providers are keen on monetizing their efforts and services. However, one popular platform provides a free tool with features and capabilities that rival paid ones. That software solution is HubSpot Marketing

This is a free email marketing tool that is powered by its CRM base. You can easily store and manage contacts, manage leads, and analyze your conversations. It has an easy drag-and-drop editor so that you won’t need a developer or IT person. The platform includes a central hub for marketing analytics. And, you can even promote your content by managing advertisements from there. HubSpot Marketing also integrates well with other systems. It is indeed the best free email marketing software. 

Jenny Chang

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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FinancesOnline is available for free for all business professionals interested in an efficient way to find top-notch SaaS solutions. We are able to keep our service free of charge thanks to cooperation with some of the vendors, who are willing to pay us for traffic and sales opportunities provided by our website. Please note, that FinancesOnline lists all vendors, we’re not limited only to the ones that pay us, and all software providers have an equal opportunity to get featured in our rankings and comparisons, win awards, gather user reviews, all in our effort to give you reliable advice that will enable you to make well-informed purchase decisions.

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