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Email Marketing Software


 
Campaign Monitor logo
 
Campaign Monitor is an email marketing solution that can help businesses add new subscribers, send email newsletters and generate various reports. It is suitable for businesses of all sizes. The solution offers several features that... Read More
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Campaign Monitor is an email marketing solution that can help businesses add new subscribers, send email newsletters and generate various reports. It is suitable for businesses of all sizes. The solution offers several features that... Read More
 
Pardot logo
 
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step... Read More
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Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step... Read More
 
ActiveCampaign logo
 
ActiveCampaign is an integrated marketing and customer relationship management (CRM) suite with a foundation in email marketing. Targeted towards small-to-midsize businesses, the software is designed to help organizations build their... Read More
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ActiveCampaign is an integrated marketing and customer relationship management (CRM) suite with a foundation in email marketing. Targeted towards small-to-midsize businesses, the software is designed to help organizations build their... Read More
 
Klaviyo logo
 
Klaviyo is a cloud-based email marketing solution for e-commerce businesses of any size. Key features include integration with a variety of platforms, audience segmentation and performance reporting. Klaviyo allows users to send out... Read More
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Klaviyo is a cloud-based email marketing solution for e-commerce businesses of any size. Key features include integration with a variety of platforms, audience segmentation and performance reporting. Klaviyo allows users to send out... Read More
 
Desk.com logo
 
Created for customer service professionals, Desk.com is a customer support engine for rapidly-growing companies. The system integrates with Salesforce, and contains a variety of reporting features that aim to help administrators make... Read More
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Created for customer service professionals, Desk.com is a customer support engine for rapidly-growing companies. The system integrates with Salesforce, and contains a variety of reporting features that aim to help administrators make... Read More

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Emma logo
 
Emma is a web-based email marketing platform that helps users design email campaigns and review their performance. The solution can be used on multiple devices, including smartphones and tablets, using native applications. Emma helps... Read More
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Emma is a web-based email marketing platform that helps users design email campaigns and review their performance. The solution can be used on multiple devices, including smartphones and tablets, using native applications. Emma helps... Read More
 
SendinBlue logo
 
SendinBlue is a web-based email marketing tool suited for organizations of all sizes. The software comes with tools and templates for marketing automation, email campaigns, transactional emails and SMS messages. SendinBlue facilitates... Read More
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SendinBlue is a web-based email marketing tool suited for organizations of all sizes. The software comes with tools and templates for marketing automation, email campaigns, transactional emails and SMS messages. SendinBlue facilitates... Read More
 
Infusionsoft logo
 
Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
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Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
 
RedCappi logo
 
RedCappi is a web-based email marketing solution that allows users to create, send and track email campaigns and newsletters. The product can be used by small, midsize and large enterprises alike. This solution enables users to share... Read More
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RedCappi is a web-based email marketing solution that allows users to create, send and track email campaigns and newsletters. The product can be used by small, midsize and large enterprises alike. This solution enables users to share... Read More
 
Autopilot logo
 
Autopilot is a visual marketing software that enables users to create automated marketing campaigns and convert leads to customers. The product offers multi-channel marketing capabilities including online, email, in-app, SMS and snail... Read More
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Autopilot is a visual marketing software that enables users to create automated marketing campaigns and convert leads to customers. The product offers multi-channel marketing capabilities including online, email, in-app, SMS and snail... Read More

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Xert Precision Suite logo
 
Xert Precision Suite is a web-based email marketing platform that helps target, manage and optimize email campaigns. The suite consists of different modules for email marketing, contact management, events marketing, forms management... Read More
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Xert Precision Suite is a web-based email marketing platform that helps target, manage and optimize email campaigns. The suite consists of different modules for email marketing, contact management, events marketing, forms management... Read More
 
Workfront logo
 
Workfront is a leading Software as a Service (SaaS) or "cloud" based project management system. They offer collaborative work managing tools including task, portfolio, resource management and more.
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Workfront is a leading Software as a Service (SaaS) or "cloud" based project management system. They offer collaborative work managing tools including task, portfolio, resource management and more.
 
PinPointe logo
 
PinPointe is a cloud-based email marketing tool that helps small, midsize and large enterprises create, distribute and analyze their email marketing campaigns.  PinPointe allows users to create email campaigns from a library of over... Read More
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PinPointe is a cloud-based email marketing tool that helps small, midsize and large enterprises create, distribute and analyze their email marketing campaigns.  PinPointe allows users to create email campaigns from a library of over... Read More
 
Experiture Marketing Platform logo
 
Experiture is an all-in-one marketing automation and customer engagement platform used by small to midsize businesses in many verticals. In addition to creating marketing programs across email, web, mobile and more, the system... Read More
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Experiture is an all-in-one marketing automation and customer engagement platform used by small to midsize businesses in many verticals. In addition to creating marketing programs across email, web, mobile and more, the system... Read More
 
MPZMail logo
 
MPZMail is a cloud-based email marketing software solution that helps users design, create and schedule emails and track their effectiveness. The solution can be used by individuals and organizations across a range of industry segments.  MPZMail... Read More
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MPZMail is a cloud-based email marketing software solution that helps users design, create and schedule emails and track their effectiveness. The solution can be used by individuals and organizations across a range of industry segments.  MPZMail... Read More

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Zoho Campaigns logo
 
Zoho Campaigns is a web-based email marketing solution that offers customer relationship management (CRM) and social media integration. This product enables users to reach out and engage with their customers by automating the marketing... Read More
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Zoho Campaigns is a web-based email marketing solution that offers customer relationship management (CRM) and social media integration. This product enables users to reach out and engage with their customers by automating the marketing... Read More
 
Act-On logo
 
Act-On is a comprehensive marketing automation tool designed to offer businesses a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and analytics,... Read More
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Act-On is a comprehensive marketing automation tool designed to offer businesses a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and analytics,... Read More
 
PlanPlus Online logo
 
PlanPlus Online is a complete online solution for customer relationship management and business collaboration. It includes modules for SFA, customer support and email marketing, all designed to enhance overall productivity.
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PlanPlus Online is a complete online solution for customer relationship management and business collaboration. It includes modules for SFA, customer support and email marketing, all designed to enhance overall productivity.
 
Hatchbuck logo
 
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
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Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
 
Marketo logo
 
Marketo offers a web-based email marketing platform for companies of all sizes to form and preserve engaging customer relationships.  This marketing suite features integrated applications that deliver a range of capabilities including... Read More
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Marketo offers a web-based email marketing platform for companies of all sizes to form and preserve engaging customer relationships.  This marketing suite features integrated applications that deliver a range of capabilities including... Read More

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Oracle Marketing Cloud logo
 
Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
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Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
 
Real Magnet logo
 
Real Magnet is a marketing automation platform that helps users increase customer engagement by creating and tracking email marketing, social media and mobile campaigns. Features include standard campaign templates, workflow builders,... Read More
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Real Magnet is a marketing automation platform that helps users increase customer engagement by creating and tracking email marketing, social media and mobile campaigns. Features include standard campaign templates, workflow builders,... Read More
 
QZZR logo
 
QZZR is a web-based quizzing software that allows users to create custom and self-branded quizzes, helping them to drive traffic on social media platforms, present targeted offers and generate qualified leads. Features include a drag-and-drop... Read More
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QZZR is a web-based quizzing software that allows users to create custom and self-branded quizzes, helping them to drive traffic on social media platforms, present targeted offers and generate qualified leads. Features include a drag-and-drop... Read More
 
Salesforce Marketing Cloud logo
 
Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
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Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
 
Dialog Insight logo
 
Dialog Insight is a cloud-based email marketing platform suited for small and large businesses alike. It is customizable and can be adapted to particular business needs. Dialog Insight allows users to deploy real-time, personalized... Read More
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Dialog Insight is a cloud-based email marketing platform suited for small and large businesses alike. It is customizable and can be adapted to particular business needs. Dialog Insight allows users to deploy real-time, personalized... Read More

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StandPilot logo
 
StandPilot is a stand management, lead management and email marketing system for exhibitors at conferences and trade shows. Users can capture and process leads, manage stand building activities, showcase products from an interactive... Read More
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StandPilot is a stand management, lead management and email marketing system for exhibitors at conferences and trade shows. Users can capture and process leads, manage stand building activities, showcase products from an interactive... Read More
 
OpenMoves logo
 
OpenMoves is a cloud-based email marketing platform designed for small and midsize businesses. It offers campaign management, lead nurturing and analytics within a suite. OpenMoves features an automated triggered email module that... Read More
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OpenMoves is a cloud-based email marketing platform designed for small and midsize businesses. It offers campaign management, lead nurturing and analytics within a suite. OpenMoves features an automated triggered email module that... Read More
 
Winning Email logo
 
Winning Email is a cloud-based email deliverability improvement solution designed for small and midsize companies. Winning Email integrates with many popular email service providers such as MailChimp, AWeber and MadMimi. This allows... Read More
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Winning Email is a cloud-based email deliverability improvement solution designed for small and midsize companies. Winning Email integrates with many popular email service providers such as MailChimp, AWeber and MadMimi. This allows... Read More
 
Delivra logo
 
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, health care,... Read More
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Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, health care,... Read More
 
TriggMine logo
 
TriggMine is a cloud-based email marketing service provider suitable for online retailers of all sizes. Users can create email workflows, configure pre-made email campaigns, customize marketing emails with company branding and analyze... Read More
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TriggMine is a cloud-based email marketing service provider suitable for online retailers of all sizes. Users can create email workflows, configure pre-made email campaigns, customize marketing emails with company branding and analyze... Read More

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MoonMail logo
 
MoonMail is a cloud-based email marketing tool suitable for small to midsize companies in all industries, particularly marketing agencies, designers and developers. Key features include configurable email templates, email automation... Read More
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MoonMail is a cloud-based email marketing tool suitable for small to midsize companies in all industries, particularly marketing agencies, designers and developers. Key features include configurable email templates, email automation... Read More

 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: July 11, 2017


Email marketing is one of the most popular marketing techniques around. In fact, if measured by volume alone, it’s probably the most popular marketing method of all time! So what exactly is email marketing, what does it accomplish for businesses and why is it so popular? We answer these and other questions below.

Many describe email marketing as the online version of direct mail marketing. They’re similar, since both help companies reach out to customers with their marketing message. They’re also similar because both are relatively cheap and so can be sent in large quantities. This lets companies reach larger and wider audiences with greater frequency and lower expense.

While there are some similarities, it’s not until we look at the differences between the two methods that email marketing really begins to shine. Most significantly and unlike direct mail, emails are trackable. This allows marketers to see which recipients are engaging with their content and, in some cases, how they engage with it. Mature email marketing efforts use this information to refine future marketing efforts, whether by email or other channels.

Email marketing software is the tool that businesses use to run and automate common email marketing tasks. The software is also used to measure the engagement and impact of each email marketing campaign and to help companies find better ways of segmenting their customers and audience. (While it’s theoretically possible to engage in email marketing without dedicated software, the vast majority of companies need the automation that email marketing software provides in order for it to be a profitable strategy.)

This guide will help you learn more about email marketing software systems and their range of functions. With this information you’ll be ready to make the right purchase decision and put email marketing to work for you. Here's what we'll cover:

What Is Email Marketing Software?
Common Email Marketing Software Functionality
Key Considerations

What Is Email Marketing Software?

In general, email marketing software is used to create, launch and track email campaigns to promote a company’s marketing message. It uses email as the primary vehicle for ''keeping in touch'' with leads. Its goal is to nurture the leads and keep the brand’s solution top-of-mind, until the leads are ready to convert into paying customers. These systems are designed to improve efficiency by automating the more common activities of email marketing, of which there are many. They can also provide insight into the success rate of each individual campaign. Additionally, they help companies generate and maintain more consistent messaging across all email marketing communications.

Specifically, most email marketing solutions include tools that help companies capture and segment leads, automate email delivery and track the results of email campaigns.

Common Email Marketing Software Functionality

While capabilities may vary from vendor to vendor, most email marketing programs typically include the following functionalities:

Lead capture Captures lead information from web forms, landing pages etc.
Basic segmentation Groups contacts or leads by shared characteristics (e.g., by demographic or household attributes, or by industry segment or past purchase history).
Email templates Time-saving templates that can be used for frequently sent messages and requests.
Mass email delivery Provides the means to send emails in batches to groups of contacts.
Drip (scheduled) email delivery Automatically sends email messages over a scheduled period of time, helping keep the marketing message top of mind.
Email open rate and click-through tracking Tracks the success of individual email campaigns by measuring the frequency with which prospects engage (open, click links etc.).
Reporting and analytics Provides reports and dashboards to help companies measure leads, email performance, landing page performance, web activity and more.

Key Considerations

Here are a few other things to keep in mind as you evaluate email marketing products:

Consider what mediums your customers are using.

Consumers now interact with emails on multiple devices (such as mobile phones and tablets). Consider systems that optimize emails for viewing on mobile devices. If you or your customers are social media users, look for a system that allows you to incorporate social components into emails. For example, you might consider a system that includes email templates with social sharing buttons.

Decide what degree of personalization you'd like to offer.

If all you want to do is send a monthly newsletter to a large group of contacts, select any system that sends mass emails. If you'd like to automatically send emails on a pre-determined schedule, also look for drip email functionality. To send personalized emails to leads based on their interactions with your company or website (a form of drip email marketing), choose a system with strong segmentation tools and the ability to send targeted emails.

Email Marketing Software

Salesforce Marketing Cloud offers drag-and-drop segmentation capabilities that let users send targeted email messages based on web analytics, customer data and other interactions

Make sure your new system supports necessary integrations.

When comparing email marketing solutions, think about the other tools it'll need to communicate with. You might consider vendors that offer native integrations with customer relationship management (CRM) products, or plug-ins that connect the platform to other software. If you plan to use your mobile device to access your email marketing system, look for a vendor that offers a native or web-based mobile app. Many vendors also offer integration support and services.

Consider what you'll need in the future.

Stand-alone email marketing tools typically only track interactions related to email campaigns. However, some are offered as part of larger marketing cloud suites. Among other things, these suites include tools for:

  • Social media
  • Mobile marketing
  • Marketing automation
  • Sophisticated analytics and campaign management

If you expect your business to need these other capabilities, consider a marketing suite. Alternatively, you might look for an email marketing platform that is customizable and can integrate with other systems if you'd prefer to add capabilities over time.

 

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