Email marketing software has grown fast in the past two decades. In the early 2000s, companies had to rely on email providers like AOL for basic recipient feedback. Today, email marketing tools help you create and evaluate content in innovative ways. Plus, you can automate many of your tasks, so you can do more with less.
But finding the right technology for your business is often easier said than done. Google “email marketing tools” and you’ll find dozens of options, all claiming to be the best solution. If you’re like me, it’s easy to get caught up in the excitement of researching email marketing automation tools. But you probably don’t want to spend weeks comparing options.
Don’t worry. We’ve done the research to help you find the best email marketing tools. Our guide covers the benefits of email marketing, seven top technologies, and their pros and cons. We’ll also help you determine which features to prioritize during your search.
Understanding email marketing
As the name suggests, email marketing promotes your brand and products by sending content directly to clients’ inboxes. For instance, your business could send birthday coupons and newsletters via email.
Email marketing has increasingly become central to many businesses’ marketing strategies. According to Constant Contact’s 2023 report on email marketing trends, more than 90% of survey respondents report that email marketing is essential to their business’s overall success.
Still, some companies remain reluctant to try email marketing due to popular myths, such as:
- Nobody uses emails anymore: This is far from true. A whopping 92% of Americans used email in 2021, making it the one of the most popular methods of digital communication.
- Email marketing is expensive: There are plenty of email marketing tools you can find that don’t break the bank. For instance, Constant Contact has different plans with tiered pricing and varying levels of features, starting at only $12 a month. That way, you’re only paying for what you use.
- People prefer other marketing channels: Around 55% of consumers report that email is the number one way they want to receive business communications, outranking text messaging and social media.
The benefits of using email marketing tools
Email marketing software is one of the best ways to help your customers get to know you. This technology enables you to deliver high-quality content that customers care about, which builds brand loyalty.
Additionally, email marketing has a high return on investment (ROI). Businesses earn an average of $36 for every dollar they spend on email marketing. This strategy is one of the fastest and most cost-effective ways to increase your bottom line.
Other advantages of email marketing tools include:
- Real-time monitoring of key performance metrics for your email campaigns
- Time-saving automation of repetitive tasks, such as sending welcome emails to new subscribers
- Creation of hyper-personalized content
- Re-engagement with inactive clients
- A/B testing to optimize email content
Is email marketing still effective?
Has email marketing lost its power, given the rise of social media? Far from it! Companies continue to find success when they use this strategy to engage clients and promote their brand image.
For example, at the beginning of the COVID-19 pandemic, Siena Farms used Constant Contact’s email marketing platform to remind customers of its community-supported agriculture (CSA) program. Their CSA membership doubled one week after a single email, and the farm tripled its income from the previous year.
Meanwhile, the real estate agency Good Living Boston used Constant Contact to generate new leads and build stronger client relationships. They sent regular emails with updated property listings to help customers find their ideal homes.
Many factors can make or break an email marketing campaign, including:
- Content relevance: Cut the fluff and focus on providing valuable content that customers want to read. For instance, you can send educational information about your industry, surveys, and discounts.
- Subject lines: Customers are likelier to open emails with short and snappy subject lines.
- Email design: No one wants to read a chaotic or confusing email. Constant Contact provides hundreds of pre-made email templates that you can use to design accessible, stylish, and well-organized emails.
- Frequency: Most people don’t want to be bombarded with spam, but infrequent emails make it easier for people to forget your brand. Constant Contact’s email tracking software can help you determine the ideal email cadence for your customers.
- Call to action: Boost engagement by giving clients something to do after they read your emails. For instance, you can encourage them to join your loyalty program or visit your blog for more educational content.
Methodology: How we ranked the best email marketing tools
As email marketing grows in popularity, numerous vendors have created tools to help businesses take advantage of this powerful marketing strategy. To save you time, we’ve put in the legwork to find the top software.
Here are the six criteria we’ve used to identify the best email marketing tools:
- Available features
- User-friendliness
- Customer support
- Integrations
- Email limits
- Price
Top email marketing tools for businesses
The best email marketing tools can improve your productivity, increase engagement, and earn a high ROI. Here are our top seven picks, their most notable features, and other essential information.
Constant Contact
Constant Contact is one of the most accessible and versatile email marketing tools for businesses in every industry. This software stands out from competitors because it suits people of all skill levels. Constant Contact also offers social media tools and customer relationship management (CRM) tools, making it easy to expand your marketing strategy.
Mailchimp
| Notable features | – Artificial intelligence content generator – Drag-and-drop email editor – Dynamic content blocks Email marketing automation tools – Hundreds of pre-designed templates – Interactive email content, including sign-up forms and polls – List management tools – Mobile app – Multi-factor authentication for data security – Powerful data analytics tools | |
| User-friendliness | High. Marketing professionals can quickly create engaging content using Constant Contact’s intuitive user interface and email templates. Constant Contact’s website also features comprehensive guides for new marketers to get you up to speed quickly. | |
| Customer support | Reach Constant Contact’s experienced customer support team through phone, email, or chat. | |
| Integrations | Constant Contact integrates seamlessly with over 300 third-party services, including Canva, Google Ads, and Vimeo. | |
| Email limits | 10X to 24X the number of contacts | |
| Price | Plans start at $12 |
Mailchimp is a comprehensive digital marketing platform for email marketing, social media, lead generation, and ecommerce. This tool has many advanced capabilities, but you must pay for a pricy premium plan to access most features.
| Notable features | – AI content generator – Automated customer journey points – Dynamic content for some plans – List segmentation – Data analytics and reporting for higher-tier plans – Some pre-built email templates with limited customization options |
| User-friendliness | High. Easy-to-navigate user interface and live support from an onboarding specialist |
| Customer support | 24/7 email and chat support for paid plans |
| Integrations | 300+ |
| Email limits | 5,000 to 150,000 monthly email sends, depending on the plan |
| Price | $20 to $350 per month |
ConvertKit
ConvertKit is designed for creators and small ecommerce businesses. This platform allows users to design emails, create newsletters, and sell digital products.
| Notable features | – Creator network – Ecommerce capabilities – Simple email designer – Visual automations |
| User-friendliness | Below average. Limited email customization options and it’s difficult to import contacts |
| Customer support | Offers how-to guides and support from product specialists |
| Integrations | 3,000+ |
| Email limits | 300 to 1,000 subscribers |
| Price | Free to $25 monthly |
ActiveCampaign
ActiveCampaign offers email marketing and marketing automation tools. This platform also offers ecommerce automation and store performance tracking.
| Notable features | – Dynamic content – Email deliverability protection – Lead scoring – Over 250 pre-built email templates |
| User-friendliness | Average. Accessible user interface and simple automations |
| Customer support | Chat and phone support |
| Integrations | 870+ |
| Email limits | 10X to 15X number of contacts monthly |
| Price | $29 to $149 |
GetResponse
GetResponse is an email marketing platform and website builder. This software can create landing pages, pop-ups, and other elements.
| Notable features | – AI email generator – Autoresponders – Email scheduling tools – Newsletters |
| User-friendliness | Below average. Clunky interface for email design |
| Customer support | 24/7 chat and email support |
| Integrations | 100+ |
| Email limits | Unlimited monthly email sends |
| Price | $15 to $999 monthly |
HubSpot
Hubspot offers free email marketing tools. This technology integrates with the rest of Hubspot’s software suite, which includes commerce, operations, and sales hubs.
| Notable features | – A/B testing – Data analytics – Dozens of templates – Personalization |
| User-friendliness | High. Easy to design email campaigns |
| Customer support | Email and chat support for paid plans |
| Integrations | 1,000+ |
| Email limits | Send up to 500 emails daily with a free account. Paid accounts allow up to 5,000 |
| Price | Some free email marketing tools. Paid plans start at $800 monthly |
Omnisend
Omnisend caters to ecommerce businesses and integrates email and SMS marketing tools.
| Notable features | – Dynamic discount codes – Customizable e-commerce workflows – Landing pages – List segmentation |
| User-friendliness | High. Easy to get started quickly |
| Customer support | 24/7 chat and email support |
| Integrations | 130+ |
| Email limits | Send 500 emails monthly with a free plan and unlimited emails with the highest-tier plan |
| Price | Free to $59 monthly |
Features to look for in email marketing tools
As you shop for the best email marketing service, look for platforms that offer these must-have features:
- Design and template flexibility: Customizable email templates save time and increase visual appeal.
- Campaign management and automation: Email marketing automation tools enable you to create automated messaging paths.
- Personalization and segmentation capabilities: Divide your email list into specific demographics and send them tailored content.
- Analytics for data-driven decisions: Statistical analysis tools allow you to get meaningful insights from data and make informed decisions.
- A/B testing: Refine your content by testing different versions with clients and analyzing their responses.
Additional features to enhance your marketing
Top platforms like Constant Contact offer more features to help you take your email marketing to the next level, such as:
- SMS and MMS marketing capabilities: Expand your reach by contacting customers via SMS and MMS.
- Web push notifications: Engage visitors to your website with push notifications.
- Social media integration: Automatically adapt and share email marketing content to your social media accounts.
- Discounts and special offers: Send clients discounts and offers for birthdays, holidays, and other special occasions.
- Customer data management and optimization tools: Centralize customer data from different sources and use it to personalize content.
Premium tools vs. basic tools
At first, free marketing tools may seem like a bargain, especially if you’re just dipping your toes into email marketing. However, these tools often have hidden costs. For instance, many platforms limit the number of emails you can send on a free plan and keep more robust tools behind a paywall.
Email marketing tools have a high ROI, so paying for premium software is worth it (and it doesn’t have to break the bank). This technology helps you automate and optimize your email content faster, saving time and increasing your bottom line.
Why Constant Contact is your best choice
Constant Contact is the best email marketing service for businesses of all sizes. This platform offers unique features and benefits, including numerous email templates. It also merges with your social media accounts, so you can market to your customers across a host of channels from one convenient platform. Additionally, Constant Contact protects data privacy with firewalls, multi-factor authentication, and other security features.
Read our customer success stories to learn how Constant Contact has helped clients improve their marketing strategies. Sign up for a free trial today to see the benefits for yourself.
Email marketing services FAQ
How do I choose the right email marketing tool?
Figure out your marketing goals and look for software that aligns with these objectives. Ask vendors for a free trial of their software before you commit.
What features should I consider when selecting an email marketing tool?
The top email marketing automation tools have accessible user interfaces, data analytics, triggered emails, dynamic content, and A/B testing.
What are some common challenges businesses face when implementing email marketing tools?
Marketers often find it challenging to integrate email software with existing systems, such as CRM. Constant Contact solves these issues by integrating easily with hundreds of popular apps. Plus, we provide plenty of tutorials to help you train staff to use the tool.
Transform your email marketing campaigns with Constant Contact
Tools for email marketing offer impressive value for businesses. This technology can improve workflows, increase customer engagement, and drive revenue growth.
Constant Contact is your go-to email marketing tool. Start creating your first campaign in minutes with our easy-to-use platform. We also offer plenty of resources to help you take your email marketing to the next level. Schedule one-on-one consultations with marketing experts and enjoy advanced personalization options. Plus, we incorporate the latest trends in email marketing tools, such as AI and data analytics.
Learn how to craft the perfect email with this downloadable guide!
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