Find the best Email Marketing Software

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EmailOctopus

FrontRunners 2024

EmailOctopus is an email marketing software that helps businesses design, launch and manage personalized email campaigns using customizable templates and the drag-and-drop editor. Organizations can use the automation functionality...Read more about EmailOctopus

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Salesforce Marketing Cloud

Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud

Leadify

Leadify is an enterprise-level SMS and Email marketing automation platform. The system specialises in optimising financial service lead generation marketing efforts, in the South African context. Leadify has processed over four b...Read more about Leadify

OneSignal

OneSignal is the market-leading customer engagement platform offering mobile push, web push, email, SMS, and in-app messages for developers and marketers, all on one platform. OneSignal offers tools such as customer journeys, A/B ...Read more about OneSignal

Bitrix24

Bitrix24 is an online workspace for small, medium, and large businesses. It features over 35 cross-integrated tools, including CRM, tasks, Kanban board, Gantt chart, messenger, video calls, file storage, workflow automation, and m...Read more about Bitrix24

EVALANCHE

EVALANCHE is a cloud-based marketing automation solution that helps turn visitors into qualified leads. It helps individuals create personalized landing pages quickly and integrate them easily. With highly optimized landing pages ...Read more about EVALANCHE

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Bloom Intelligence

Bloom Intelligence is a platform for restaurant and retail WiFi marketing. Use existing WiFi access points to collect visitor behavior data while at your place of business. Passively collect comprehensive customer profiles with ve...Read more about Bloom Intelligence

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Pinpointe

PinPointe is a cloud-based email marketing tool that helps small, midsize and large enterprises across various industry verticals to create, distribute, analyze and manage their email marketing campaigns. PinPointe allows us...Read more about Pinpointe

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Xert Precision Suite

Xert Precision Suite is a cloud-based email marketing platform that helps businesses to target, manage and optimize email campaigns. The suite consists of different modules for email marketing, contact management, events marketing...Read more about Xert Precision Suite

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Campaign Monitor by Marigold

Campaign Monitor by Marigold is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verti...Read more about Campaign Monitor by Marigold

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ActiveCampaign

ActiveCampaign helps small teams power big businesses with the must-have platform for intelligent marketing automation. Customers from over 170 countries depend on ActiveCampaign’s mix of pre-built automations and integrations (in...Read more about ActiveCampaign

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Keap

Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v...Read more about Keap

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Salesforce Marketing Cloud Account Engagement

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-...Read more about Salesforce Marketing Cloud Account Engagement

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Brevo

Brevo is a cloud-based email marketing tool suited for organizations of all sizes. It offers marketing automation, email campaigns, transactional emails and SMS messages functionalities within a suite. Brevo allows users to crea...Read more about Brevo

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Experiture

Experiture is an integrated hybrid marketing automation and customer engagement solution that caters to small and midsize businesses across various industry verticals and helps them to create and manage marketing programs across e...Read more about Experiture

5.0 (2 reviews)

Act-On

Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On

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Marketo Engage

Adobe Marketo Engage is as a centralized marketing hub for orchestration and execution of cross channel campaigns to acquire, engage, nurture, expand and retain customers, throughout complex buying journeys. Marketo Engage facilit...Read more about Marketo Engage

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Dialog Insight

Dialog Insight is a cloud-based email marketing solution that caters to businesses of all sizes across the various industry verticals. It is customizable and can be adapted to particular business needs. Dialog Insight allows ...Read more about Dialog Insight

4.8 (4 reviews)

OpenMoves

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...Read more about OpenMoves

Winning Email

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...Read more about Winning Email

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Buyers Guide

Last Updated: March 16, 2023

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.