Few advertising and marketing know-how verticals are as saturated because the email marketing area.
You’ve got actually dozens of e-mail advertising and marketing software program platforms to select from, all claiming to do the identical factor (develop and nurture your viewers utilizing automated emails).
How do you identify which is best for you?
Whereas there is appreciable overlap on this product class, some platforms do have explicit strengths, making them higher suited to 1 use than one other.
On this article, we’re going to debate 8 of the very best email marketing software program options round and provide the inside scoop on which conditions they’re greatest for.
Desk of contents
Our prime 8 picks for e-mail advertising and marketing software program
Earlier than we dive into the highest 8 e-mail advertising and marketing software program platforms, let’s tackle the elephant within the room.
We’re an e-mail advertising and marketing platform (although we additionally supply a bunch of different options, like CRM and sales engagement and automation).
We all know we aren’t the solely choice on the market, and different e-mail advertising and marketing instruments would possibly be higher suited to particular functions.
As an example, we’re best suited to small and medium businesses seeking to take their e-mail advertising and marketing to the following stage.
Within the pursuits of training, the next opinions will objectively discover the professionals and cons of every platform, so you may select which is greatest on your particular utility.
1. ActiveCampaign: Finest for buyer expertise automation for gross sales and advertising and marketing
ActiveCampaign is greater than an e-mail advertising and marketing platform. It’s a full-scale customer experience automation suite.
Sure, you have got entry to in style e-mail advertising and marketing instruments (like scheduled emails, autoresponders, and one-time broadcast e-mail campaigns), however ActiveCampaign goes deeper with options like:
- Dynamic content
- Gross sales engagement automation
- Automated customer support, assist, and success sequences
Key options of ActiveCampaign
ActiveCampaign actually excels on the subject of automation.
Past one-off e-mail blasts, ActiveCampaign opens up the potential of automating:
- Electronic mail sequences based mostly on particular triggers (comparable to a brand new buy)
- SMS marketing cadences
- Viewers segmentation
- Gross sales standing updates
- Transactional emails like order standing updates and product evaluate requests
ActiveCampaign additionally doubles as your gross sales CRM (buyer relationship administration platform), which means you may reduce out that further value middle and save the method of establishing a fancy integration between 2 platforms.
Why ActiveCampaign is greatest for buyer expertise automation
With ActiveCampaign, small and medium-sized enterprise homeowners can automate all facets of the shopper expertise, not simply e-mail runs.
You may mix e-mail and SMS automation, construct cadences that assist advertising and marketing, gross sales, and customer support groups, and combine instantly along with your ecommerce platform to allow seamless buyer experiences.
That’s particularly helpful for SMBs, who typically battle to handle the time-consuming facets of communication throughout the whole customer journey.
Your month-to-month value will depend upon the scale of your contact listing, with plans beginning as little as $9 per thirty days.
All ActiveCampaign plans embrace limitless emails, which means scalability is constructed proper in.
2. Mailchimp: Nice for easy, one-off emails, however shortly outgrown
Mailchimp is 1 of essentially the most extensively used e-mail platforms round.
It’s an incredible alternative for one-off bulk emails, the place you’re emailing everybody in your mailing listing on the identical time.
Nonetheless, if you happen to’re seeking to construct an immersive buyer expertise with segmented emails, conditional content, and start-stop automation, it won’t be the appropriate software for you.
Key options of Mailchimp
Mailchimp gives lots of the options you’d anticipate from a typical e-mail advertising and marketing software, like:
- Automation workflow recipes
- Segmentation and speak to tagging
- Drag-and-drop editor
- A/B testing
- Customized templates
It additionally integrates with in style ecommerce platforms, in addition to Salesforce and Fb.
Why Mailchimp is greatest for easy, one-off emails
Mailchimp has a good set of options for sending your typical advertising and marketing e-mail however leaves customers wanting when they should get a bit extra complicated.
For instance, Mailchimp doesn’t supply lead and contact scoring, SMS advertising and marketing, website and occasion monitoring, or dynamic automations.
So, so long as your aim is to design and ship skilled emails on a one-off foundation, Mailchimp is an efficient match.
Pricing for Mailchimp’s advertising and marketing platform differs based mostly on the variety of contacts you have got.
In case your listing of subscribers is lower than 500, then there are 4 plans obtainable:
- Free: No value, however you may solely ship 500 emails per day with a month-to-month restrict of two,500 sends.
- Necessities (from $11 per thirty days): Max 5,000 emails per thirty days.
- Customary (from $17 per thirty days): Max 6,000 month-to-month emails.
- Premium (from $200 per thirty days): Max 7,500 emails every month.
Study extra about Mailchimp in our head-to-head comparability: ActiveCampaign vs. Mailchimp.
3. HubSpot: All-in-one suite however costly
HubSpot is a big title within the inbound marketing sphere, so it’s no shock it’s additionally a preferred e-mail advertising and marketing software.
For these seeking to get all their gross sales and advertising and marketing instruments in 1 place, HubSpot serves a necessity. Past its advertising and marketing instruments, HubSpot gives a CMS and software program for gross sales, operations, and customer service.
The massive downside, nevertheless, is the value, particularly as you scale as much as HubSpot’s extra superior choices.
Key options of HubSpot Advertising and marketing Hub
HubSpot Advertising and marketing Hub (the title of its e-mail advertising and marketing software) gives a variety of e-mail advertising and marketing, automation, and speak to administration options.
- Break up automations
- Predictive sending
- Automation workflows
- SMS automation
- Lead scoring
- Email deliverability charges
There are, nevertheless, a couple of options HubSpot fails to incorporate, which is a bit disappointing contemplating the value level.
The Skilled plan (it additionally gives Begin and Enterprise plans, however that is the 1 most prospects will go for) doesn’t embrace:
- Contact tagging and superior segmentation
- Dynamic and begin/cease automation
- Predictive email content
- Ecommerce platform integrations
Why HubSpot is a superb all-in-one suite
Should you’re already utilizing HubSpot’s different merchandise (like its CMS or Service Hub), then you might profit from having all of your software program instruments throughout the identical ecosystem because of the robust native integrations offered.
The largest problem with HubSpot’s e-mail advertising and marketing platform is its value.
There are 3 annual plans obtainable: Starter, Skilled, and Enterprise.
Assuming your e-mail lists don’t exceed 5,000 contacts in complete, your month-to-month value will likely be a bit over $1,000, and also you’ll must pay that yearly.
A $12,000 outlay places HubSpot out of vary for a lot of small enterprise homeowners (and that doesn’t account for the $3,000 setup value and the truth that you may solely ship 50,000 emails a month.)
Clearly, there are extra reasonably priced choices that provide related (or higher) e-mail advertising and marketing options.
Study extra about HubSpot in our head-to-head comparability: ActiveCampaign vs. HubSpot.
4. Drip: Excellent e-mail advertising and marketing platform for ecommerce
Drip manufacturers itself as an “ecommerce income engine,” which is only a nod to the truth that it does extra than simply e-mail advertising and marketing.
Different options embrace pop-ups and types (comparable to sign-up forms), listing segmentation, ecommerce analytics, and integration with a wide range of platforms like Shopify, Magento, and WooCommerce.
Key options of Drip
Drip gives lots of the typical options you’d search for when operating ecommerce e-mail advertising and marketing campaigns like:
- A drag-and-drop interface
- Advertising and marketing automation performance
- Electronic mail personalization
- Deserted cart reminders
Drip’s largest energy is contact segmentation, which lets you create a number of buyer segments and guarantee delivered emails are hyper-relevant.
Why Drip is greatest for ecommerce
Drip doesn’t concentrate on another verticals. Should you’re a B2B or B2C brand working outdoors of the ecommerce world, you would possibly battle with Drip.
However if you happen to’re its goal purchaser, you’ll profit from robust integrations with main ecommerce platforms.
Drip’s pricing is a bit troublesome to decipher, however it’s largely based mostly on what number of e-mail contacts you have got.
In case you have fewer than 2,500 contacts, it’ll value you $39 per thirty days. In case you have over 100,000 contacts, you may anticipate to pay no less than $1,299 per thirty days (however that will get you a devoted Buyer Success Supervisor).
Weirdly, when you attain a sure variety of contacts (30,000+), your plan will change to restricted e-mail sends. We advised you it was complicated.
5. Sendinblue: SMB advertising and marketing on a price range
Sendinblue is a superb alternative for entrepreneurs on a price range, as its free plan consists of as much as 300 sends per day and permits for limitless contacts.
Key options of Sendinblue
Most small business email marketing efforts might be completed with Sendinblue. Subscription types, pre-built e-mail templates, and a built-in CRM are all a part of Sendinblue’s characteristic set.
It’s not essentially the most refined of marketing automation instruments, nevertheless. Sendinblue gives some easy automation options (like conditional content material) however misses out on extra complicated features like dynamic automation, predictive recipes, and automatic process administration.
Why Sendinblue is greatest for SMBs
The primary motive is the value. Sendinblue gives a free model, so if you happen to’re not sending a ton of emails (fewer than 300 a day), you may safe an e-mail advertising and marketing software at no month-to-month value.
Although a free plan is out there, essentially the most highly effective options include the paid plans. Two tiers (Lite and Premium) begin at $25 and $65 per thirty days, respectively, and enhance from there based mostly in your month-to-month ship quantity.
Study extra about Sendinblue in our head-to-head comparability: ActiveCampaign vs. Sendinblue.
6. Marketo: Positive for Adobe customers
Marketo is a complete, if considerably costly, e-mail advertising and marketing software supplied by Adobe.
Regardless of desperately needing some design work, Marketo is extensively used.
Key options of Marketo
For what Marketo prices, its characteristic set is severely missing.
Whereas e-mail templates, A/B testing, listing segmentation, and conditional content material are current, Marketo misses out on a number of necessary options:
Why Marketo is an efficient alternative for Adobe customers
Should you’re deeply embedded within the Adobe world, then you definitely’ll see how Marketo matches the larger image (it’s a part of Adobe’s Expertise Cloud).
That’s the one time Marketo presents itself as an affordable answer to assist your email marketing strategy. As a standalone e-mail advertising and marketing platform, it’s tremendous costly for what you get.
Adobe doesn’t promote pricing for Marketo, although you may anticipate to pay round $1,200 a month for the Customary plan.
Study extra about Marketo in our head-to-head comparability: ActiveCampaign vs. Marketo.
7. Pardot: Strongest Salesforce integration
Pardot, owned by Salesforce, is one other 1 of these e-mail instruments with a excessive price ticket, regardless of a reasonably lackluster characteristic set.
That stated, if you happen to’re utilizing Salesforce as your CRM, it might be price trying into for its strong integration between platforms.
Key options of Pardot
Pardot’s major options embrace:
- Email split testing
- Multi-step automation
- Deep integration with Salesforce
- Refined automation triggering
- Electronic mail drip campaigns
Why Pardot is an efficient alternative for Salesforce customers
Being a part of the Salesforce ecosystem, it goes with out saying that Pardot has a robust integration with the favored CRM.
That stated, Salesforce is so extensively used that you simply’ll discover it robust to seek out an e-mail advertising and marketing platform that doesn’t play properly.
Salesforce doesn’t promote Pardot pricing, however studies counsel you’ll pay $1,250 per thirty days for the Development plan.
Study extra about Pardot in our head-to-head comparability: ActiveCampaign vs. Pardot.
Mailmodo is a whole e-mail advertising and marketing software program that helps entrepreneurs create app-like experiences in e-mail with out coding. It’s the go-to platform for sending AMP emails of each enterprise.
Making it straightforward to design and customise your emails, Mailmodo gives a user-friendly drag-and-drop interface. You may observe the efficiency of your emails with detailed analytics and reporting, and schedule emails to be despatched at a particular time or date.
Key options of Mailmodo
- Subsequent-generation WYSIWYG e-mail editor
- Interactive AMP emails
- Click on maps
- Sensible template ideas
- Superior e-mail automation
- Visible e-mail journey builder
It additionally integrates with all of your advertising and marketing stack, from Zapier to HubSpot CRM.
Why is Mailmodo a whole worth for cash?
Mailmodo gives entrepreneurs with the potential to create and ship AMP emails, which is one thing most ESPs don’t present. You may guide conferences, recuperate buying carts, gather surveys and kind responses, and advocate merchandise in a carousel inside an e-mail, lowering redirections and drop-offs.
No free plan is out there, they provide a 21-day free trial, and you may avail of any of those paid plans.
- Silver ($99): Ship emails to 40,000 contacts with a month-to-month restrict of 75,000 sends.
- Gold ($249): Ship emails to 100,000 contacts with a month-to-month restrict of 250,000 sends.
- Platinum ($599): Ship emails to 300,000 contacts with a month-to-month restrict of 1 million sends.
How to decide on the appropriate e-mail advertising and marketing software program on your group
Whereas we’ve made broad suggestions as to the precise wants every platform is greatest suited to, it’s truthful to say that these aren’t their solely makes use of.
In actuality, quite a lot of e-mail advertising and marketing instruments have overlapping options, and it’s not like you may’t use ActiveCampaign for enterprise e-mail advertising and marketing, as an example (actually, we’re typically highly rated for it).
With this in thoughts, let’s discover the 5 key steps in assessing and choosing the proper platform on your wants.
1. Achieve readability in your e-mail advertising and marketing objectives
Step one is to know precisely how you’ll use your advertising and marketing platform of alternative.
Is your aim merely to ship transactional emails to maintain ecommerce prospects up to date on their order standing?
Or do it’s essential develop a collection of sophisticated nurture campaigns that regulate dynamically based mostly on buyer interactions?
Take into account, as nicely, the depth of performance you require outdoors of merely sending emails. Do you want an e-mail advertising and marketing platform that doubles as your CRM, or are you content to combine a brand new software along with your current CRM?
Your solutions to the above questions will shortly get rid of some choices out of your consideration set.
2. Set your e-mail advertising and marketing price range
Your price range for e-mail advertising and marketing units a right away restrict to the variety of software program platforms price trying into additional.
HubSpot, for instance, prices $3,600 a month for 10,000 contacts.
That is outdoors the scope of many small businesses, so HubSpot is straight away eradicated from their consideration.
3. Perceive e-mail advertising and marketing software program pricing fashions
Funds is a crucial issue when selecting any software program platform; it’s essential know that the dedication you’re making is lifelike and reasonably priced.
Nevertheless it’s not simply concerning the sticker worth. You additionally want to know the completely different methods during which e-mail advertising and marketing firms cost for his or her instruments.
The most typical pricing mannequin is the per-seat or per-user mannequin. Right here, you pay based mostly on the variety of folks in your organization utilizing the e-mail advertising and marketing platform.
That is usually mixed with the tiered mannequin, the place there are completely different pricing tiers based mostly on the options you require.
Our pricing makes use of this mannequin, for instance.
Different choices embrace the flat fee pricing mannequin, the place you pay a set payment per thirty days whatever the variety of customers you have got, and the usage-based pricing mannequin, the place your month-to-month value is predicated on the variety of emails you ship or the variety of contacts you have got.
It’s not unusual to mix these approaches, nevertheless.
For instance, the month-to-month worth for ActiveCampaign memberships modifications based mostly on the variety of contacts you have got. Examine the pricing tier for five,000 contacts under with the plans for 1,000 contacts above.
4. Prioritize automation and integration
Automation and integrations are 2 of an important options to prioritize throughout the board.
Automation primarily means that you can preprogram sure actions to allow them to run on repeat. As an example, you may construct a sequence of 6 emails to be despatched sequentially, triggered when a brand new buyer downloads your book.
Not all e-mail advertising and marketing platforms supply this stage of sophistication; some are higher suited to one-off e-mail blasts, like a promotional newsletter.
Integrations enable your e-mail advertising and marketing software program of option to play properly with the remainder of your gross sales and advertising and marketing tech stack.
At a minimal, the e-mail software program ought to combine along with your CRM, as that’s the place all of your buyer contact particulars are saved.
To construct a really immersive omnichannel marketing campaign, nevertheless, you must also search for native integrations along with your social media, digital advert platforms, and web site.
5. Check, analyze, and report on ROI
When you’ve arrange your new e-mail advertising and marketing platform, put some measures in place to find out the return in your new funding.
It’s fairly easy: in case your e-mail advertising and marketing software program isn’t delivering a constructive ROI (return on funding), then what’s the purpose?
The most straightforward technique to measure that is so as to add up all of the income pushed from new e-mail campaigns, then divide that by the overall value of the software program throughout that interval.
$50,000 in new income pushed / $5,000 e-mail advertising and marketing software program value = 1000% ROI.
8 steps to getting began along with your new e-mail advertising and marketing software program
Okay, so that you’ve made your determination and had enjoyable with the unboxing of your new software program platform.
1. Import buyer knowledge
Seize these outdated spreadsheets you’ve been utilizing to handle buyer knowledge and add them to your new platform.
Then, delete these spreadsheets. We’re within the new world now.
2. Phase audiences appropriately
Use the info you have got in your patrons to tag attributes that may aid you construct viewers segments sooner or later.
For instance, let’s say your product is a gross sales CRM. You serve 3 predominant audiences:
Including these business tags to your buyer information will make it straightforward to ship segmented emails, so your patrons solely see content material that’s instantly related to them.
3. Design your e-mail content material
To reap the benefits of the automation performance in your new software program software, it’s greatest to get all the e-mail content material creation achieved prematurely.
That entails writing e-mail physique copy and topic strains, designing creatives like pictures and infographics, after which constructing out the emails within the HTML editor of your e-mail advertising and marketing software.
4. Construct e-mail automation campaigns
Now, construct your e-mail sequences.
Say, as an example, you’ve designed a 5-step sequence for brand spanking new patrons.
As soon as they’ve made their first buy, they’ll be put right into a campaign that welcomes them on board, thanks them for his or her buy, educates them concerning the model, and finally makes an attempt to transform them right into a repeat buyer.
Arrange every of those sequences in your e-mail advertising and marketing software program, utilizing the content material you’ve created in step 3.
5. Combine along with your different advertising and marketing software program
This one’s rather less artistic and a bit extra technical.
You’ll wish to get your new platform plugged into the opposite tech you employ in your advertising and marketing stack.
For instance, possibly you’re operating advertisements on Fb to seize new buyer particulars, and also you need that knowledge to go straight into your e-mail advertising and marketing platform, so it’s essential join it to Fb Adverts Supervisor.
6. Decide e-mail marketing campaign triggers
You’ve got your e-mail sequences arrange and your platform related to the opposite software program you’re utilizing; now, you may outline the triggers that set off computerized sequences.
- New buyer buy
- Electronic mail e-newsletter sign-up
- Ebook obtain
7. Run your first marketing campaign
Hit go on that e-mail sequence, and watch all of the onerous work selecting and establishing a platform bear fruit!
8. Check, measure, and optimize
Okay, don’t relaxation in your laurels simply but.
Use the superior options in your e-mail advertising and marketing software to A/B take a look at completely different e-mail components (like headline copy or CTA placement) and proceed optimizing your campaigns.
Monitor efficiency enhancements within the platform’s reporting dashboard and preserve iterating and making use of learnings to future campaigns.
Continuously requested questions
Why do you want e-mail advertising and marketing software program?
Electronic mail advertising and marketing software program is essential for speaking to massive audiences en masse, making the most of automation options that get rid of guide work, and making certain e-mail content material is delivered to related viewers segments.
What’s the greatest e-mail and SMS advertising and marketing platform?
ActiveCampaign is the best email and SMS marketing platform for rising small and medium-sized companies. (Okay, possibly we’re a bit biased, however we’ll go on document and say that.)
What’s the greatest e-mail advertising and marketing software program to decide on?
This relies lots in your wants. We’ve recognized 8 nice e-mail advertising and marketing software program choices:
Assume ActiveCampaign may be the right e-mail advertising and marketing software program on your wants?
Discover out at present with our 14-day free trial.