Email marketing is one of the most effective digital marketing channels for growing a business. Even in today‘s age of social media marketing, email marketing continues to deliver results.
According to Litmus, email marketing has a median ROI of 122% – that means for every $1 spent, companies make an average of $1.22. With over 4 billion email users worldwide, email marketing provides a huge opportunity to connect with customers and prospects.
However, executing an effective email marketing strategy requires the right tools. Email marketing software automates and optimizes the process, making it easier to create beautiful, engaging emails, automate workflows, track results, and continually refine campaigns for better performance.
In this guide, we will cover:
- The benefits of using email marketing software
- Key features to look for when choosing an email service provider
- The top 14 best premium email marketing platforms
- Tips for creating effective email marketing campaigns
Let‘s dive in!
Benefits of Using Email Marketing Software
Here are some of the key advantages that a robust email marketing platform can provide:
Easy Email Creation
Email marketing software makes it simple to create professional, appealing emails through pre-made templates, drag-and-drop editors, and flexible customization options. This saves time compared to coding emails from scratch.
Marketing automation is a game-changer. You can set up workflows to send emails when users sign up, make a purchase, or trigger other actions. This nurtures relationships and saves time compared to manual outreach.
Maintaining a consistent brand image across all touchpoints is critical. Email software enables you to reuse brand colors, fonts, and design elements across campaigns.
Segment your list based on user attributes and behaviors to send targeted, relevant emails. Software also helps you clean your list by detecting inactive subscribers.
Your emails need to make it to the inbox instead of getting flagged as spam. Email services optimize deliverability through tactics like sender authentication.
Analytics & Optimization
In-depth reporting provides data like open rates, clickthrough rates, and unsubscribes. You can use these metrics to refine your campaigns and copy for better results.
Leading email platforms integrate with other software like CRM, ecommerce, and marketing automation systems. This improves workflows and reduces busywork.
Paid email services are affordable, with customized plans to fit different budgets and needs. Free trials allow you to test them out at no cost.
With these benefits in mind, let‘s look at how to select the best email marketing platform for your unique needs.
How to Choose Email Marketing Software
Here are some key factors to evaluate when researching email service providers:
Pay attention to deliverability rates – the percentage of emails that make it to subscribers‘ inboxes. High deliverability ensures your target audience actually sees your emails.
Look for professionally designed, mobile-responsive email templates that match your brand identity. More templates means less work customizing from scratch.
Evaluate workflow automation features to send triggered emails based on subscriber actions like sign-ups, purchases, date-based series, etc.
Analytics & Reporting
Robust analytics help you identify high-performing emails and continuously optimize campaigns. Track opens, clicks, unsubscribes, device data, and more.
Divide your list into segments based on behavior, demographics, interests and other criteria. Send hyper-targeted emails to each segment.
Lead Capture Options
Adding sign-up forms or landing pages to your website makes it easy to grow your email list. Many providers include these lead gen tools.
Look for integrations with marketing apps you already use like social media, analytics, CRM, ecommerce platforms, etc.
An intuitive drag-and-drop email editor speeds up creating great-looking emails without coding. Evaluate editing and customization options.
Check responsiveness and channels for customer service. Look for educators to help optimize your email marketing success.
By evaluating services based on these criteria, you can zero in on the right platform tailored to your email marketing needs and budget.
Next, let‘s explore the top email marketing software picks on the market today.
14 Best Email Marketing Platforms for 2022
Based on features, user reviews, affordability and more – here are our top recommendations for premium email marketing software:
Omnisend is an email and SMS marketing platform purpose-built for ecommerce brands. It makes it easy to create beautiful, conversion-focused emails.
With Omnisend‘s drag-and-drop editor, you can quickly build emails using pre-made templates or custom designs. It pulls in product data to showcase new arrivals, back in stock items, and more without any manual work.
Powerful automation leverages trigger-based workflows to deploy cart abandonment emails, personalized post-purchase follow-ups, SMS reminders, and more.
Advanced segmentation options allow sending tailored messages to VIPs, loyalty members, high-value customers, and other audience groups.
Omnisend has excellent deliverability and detailed analytics on email performance. It also integrates seamlessly with all major ecommerce platforms.
They offer a forever free plan for up to 250 contacts per month. Paid plans start at $9/month for 2500 contacts.
HubSpot Email is an intuitive email marketing tool packed with automation features. It‘s designed for users of any skill level.
HubSpot offers goal-driven email templates optimized for conversions. Its flexible editor makes customizing emails simple with drag-and-drop modules, personalized dynamic content, and adaptable columns.
Workflows automate multi-email sequences triggered by user actions. You can also A/B test email content to improve results over time.
Email analytics track opens, clicks, and unsubscribes down to the contact level. HubSpot Email seamlessly integrates with their free CRM, making it easy to personalize and segment emails based on contact data.
Pricing starts at $45/month for up to 2,500 contacts. Volume discounts are available.
Mailchimp is a hugely popular email marketing platform used by millions of businesses.
Their drag-and-drop email builder and professionally designed templates make it fast and easy to create great-looking, branded emails. Features like the Subject Line Helper and Preview Text options optimize open rates.
Mailchimp‘s automation tools allow you to create sequences and customer journeys tailored to subscribers‘ interests and behaviors. Settings like RSS-to-email, Facebook ad targeting, and WooCommerce integration extend functionality.
Detailed reports reveal email engagement metrics to help you continuously improve campaign performance. Mailchimp also provides excellent deliverability and anti-spam protection.
Plans start at free for up to 2,000 contacts and unlimited emails. Paid tiers begin at $9.99/month.
Orago combines email marketing automation with a Growth CRM. Together they help convert more leads into customers.
Flexible segmentation options allow dividing your list based on any attribute, including contact history and on-site behavior. Send hyper-targeted emails using IF statements and dynamically swapping content modules.
Orago provides beautiful templates optimized for conversions. You can also create custom HTML/CSS templates from scratch.
Use automation to deploy multi-email workflows based on triggers or schedules. The system integrates with your website, forms, and apps to detect actions and update CRM profiles in real-time.
Pricing is transparent and fully-featured. Plans start at $79/month for up to 10K contacts. A free trial is available.
ActiveCampaign is a popular, user-friendly choice packed with automation features. Their intuitive drag-and-drop builder and library of mobile-optimized templates make email creation easy.
You can deploy welcome sequences, abandoned cart reminders, and sales automations with just a few clicks. ActiveCampaign integrates with your website, forms, and other apps to detect events and trigger workflows in real-time.
Popular features include A/B testing, advanced list segmentation, action-based automation, detailed analytics, and a native CRM with email personalization powered by contact profiles.
Plans start at $15/month for up to 500 contacts. There is also a free plan for up to 500 contacts and unlimited emails.
GetResponse is an award-winning platform with powerful marketing automation capabilities. Their hundreds of professional templates and intuitive drag-and-drop editor make email creation easy.
You can automate multi-email sequences triggered by subscriber actions or schedules. Integration with landing pages, forms, and your website enable capturing leads to build your email list.
Contact management and list segmentation features allow you to group contacts for targeted messaging. In-depth analysis helps optimize your emails and campaigns for top performance.
GetResponse also provides excellent deliverability. Their team is very responsive to optimize inbox placement.
Pricing starts at $15/month for up to 1,000 subscribers. There is a free 30-day trial available.
ConvertKit is designed for creators, online course businesses, influencers, and bloggers. Their email editor simplifies personalizing and formatting professional emails.
You can grow your list using ConvertKit‘s landing pages, forms, and integrations. Welcome sequences and automation rules provide targeted, behavior-based follow up.
ConvertKit enables tagging subscribers, dividing them into segments, and sending tailored content accordingly. It also features A/B testing capabilities and in-depth analytics.
Plans start at $29/month for up to 1,000 subscribers. A free plan is offered for up to 1,000 subscribers.
8. Campaign Monitor
Campaign Monitor is a highly rated, affordable solution with great templates and automation capabilities. Their easy drag-and-drop builder helps you quickly create mobile-responsive emails. Pre-built templates provide a jumping off point.
Workflows automate multi-touch email sequences, while segmentation divides your list to enable personalized messaging. Various social and ecommerce integrations are offered.
Detailed reports provide subscriber intelligence to refine your approach for better results over time. Campaign Monitor also has excellent deliverability rates.
Plans start at $9/month for up to 2,500 subscribers. There is also a free plan for up to 2,500 contacts.
Sendinblue makes it easy to create beautiful, effective emails with their selection of responsive templates and drag-and-drop editor. You can quickly personalize content with dynamically inserted names, preferences, and other attributes.
Their email automation tools help you convert more leads by setting up workflows based on triggers or schedules. Detailed reports reveal campaign performance.
Sendinblue also provides strong deliverability along with simplistic list management options. Their website and form integrations help you easily grow your email subscriber base.
Plans start at free for 300 emails/day. Paid options begin at $25/month for unlimited contacts and emails.
OmniSend is a unique email marketing platform focused on integrations. It seamlessly connects with leading ecommerce platforms like Shopify and WooCommerce.
Once connected, OmniSend automatically imports products, customers, orders, etc. to use in your email campaigns and workflows. This saves an incredible amount of time.
Their drag-and-drop editor and collection of mobile-optimized templates allow you to quickly create campaigns that feel on-brand.
OmniSend enables you to segment your list based on location, purchase history, product views, and more. Real-time behavior tracking powers hyper-targeted emails.
Their email deliverability and support team are also top-notch. Pricing starts at $9/month for up to 2,500 contacts.
11. Benchmark Email
Benchmark Email simplifies creating responsive, beautiful emails using their library of professionally designed templates or custom coding options.
You can easily set up targeted segments and automate workflows based on schedules or user actions. Integrations with ecommerce platforms and other tools are offered.
In-depth analytics reveal email performance at both the campaign and individual level. You can A/B test subject lines and email content to optimize engagement.
Benchmark Email also receives consistently high ratings for excellent deliverability and responsive customer support. Plans start at $9/month for up to 2,500 contacts.
Moosend is a dedicated email marketing platform focused on automations and lead generation. Their drag-and-drop editor and curated email templates help you build your brand.
Moosend enables creating landing pages, quizzes, surveys and advanced pop-ups to grow your email list. Powerful segmentation options allow sending tailored content to subscribers with particular interests and behaviors.
Email automations deploy welcome campaigns, cart abandonment sequences, re-engagement messaging and more. Real-time tracking of on-site interactions triggers customized follow-ups.
Plans start at $19/month for up to 1,000 subscribers. A forever free plan is available for up to 500 contacts.
Sendspark provides beautiful templates and easy customization options to create unique emails for your brand. Their drag-and-drop editor simplifies building responsive layouts.
You can deploy automated welcome series, subscriber journeys based on lifecycle stage, date-driven campaigns, and more. Integrations with webinar software, ecommerce platforms, and chatbots are offered.
Sendspark‘s detailed metrics reveal email engagement to help you optimize performance. They also provide excellent deliverability with an expert deliverability team.
Plans are affordable starting at $14.95/month for up to 1,500 subscribers. Discounts are available annually.
MailerLite offers an intuitive drag-and-drop email builder with ample customization options. You can select from beautiful, mobile-friendly templates or customize your own branded emails.
Their pop-up, landing page, and embedded form builders help you easily grow your email subscriber list.
MailerLite provides basic automation for welcome emails, re-engagement campaigns, RSS-to-email, and more. Contact segmentation allows dividing your list for tailored messaging.
Detailed analytics reveal email engagement metrics to refine your approach. Plans start at free for up to 1,000 subscribers, with paid tiers beginning at $10/month.
Tips for Effective Email Marketing
Whichever email marketing platform you choose, focus on these best practices for creating successful campaigns:
Personalize – Insert subscriber names, location, interests, past purchases, and other details. Personalized emails deliver higher open and click rates.
Mobile optimization – Over half of emails are opened on mobile. Ensure your emails render well across all devices with responsive templates.
Send timely content – Send emails when subscribers are most likely to open them instead of blasting away. Pay attention to days and times with the highest engagement.
Quality over quantity – Focus your efforts on sending valuable content rather than increasing volume. Over 50% of subscribers say emails are too frequent.
Clear call-to-action – Every email should guide readers towards one desired action based on your goal – whether it‘s a click, download, sale, RSVP, etc.
Subject line testing – Try different subject lines to see which ones have the highest open rates, then optimize based on those learnings.
List segmentation – Group your list into smaller segments, then tailor your emails based on subscriber attributes like interests and behaviors.
Automate campaigns – Use email software workflows to deploy welcome series, cart abandonment sequences, re-engagement emails and more.
By using email marketing best practices and a robust platform, you can grow your business by forging lasting connections with subscribers.
Email marketing delivers results – but you need the right tools to execute successful campaigns. Software automates and optimizes the process for you.
This guide covered email marketing benefits, how to select a service provider, the top software options, and tips to boost performance.
Email marketing drives conversions and sales by keeping subscribers engaged. Software helps professionalize your approach.
Look for platforms with excellent deliverability, automation, analytics, customization options, and list management features.
Services like Omnisend, HubSpot Email, Mailchimp, ActiveCampaign and GetResponse provide robust solutions tailored to different use cases.
Focus on personalization, mobile optimization, quality over quantity, timely sending, clear CTAs and more to create emails that perform.
Now you have the information you need to select software that aligns to your budget, needs and goals – and start sending emails that captivate subscribers and grow your business.