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Email Marketing Software


 
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
 
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
 
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
 
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
 
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

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dotmailer logo
 
Dotmailer is a Web-based email marketing solution designed for medium and large enterprise customers that offers email design, scheduling and campaign analytics within a suite. This solution offers easy contact management functionality... Read More
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Dotmailer is a Web-based email marketing solution designed for medium and large enterprise customers that offers email design, scheduling and campaign analytics within a suite. This solution offers easy contact management functionality... Read 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
 
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
 
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 (formerly AtTask) is a software solution that allows marketing teams and other departments to prioritize, route, manage and report on all of their work—from large projects to small, ad hoc requests.  With more than... Read More
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Workfront (formerly AtTask) is a software solution that allows marketing teams and other departments to prioritize, route, manage and report on all of their work—from large projects to small, ad hoc requests.  With more than... Read More

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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
 
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.
 
Desk.com logo
 
Desk.com is a customer support engine for customer service professionals in small and midsize companies. The system integrates with Salesforce and contains a variety of reporting features that can help administrators and employees... Read More
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Desk.com is a customer support engine for customer service professionals in small and midsize companies. The system integrates with Salesforce and contains a variety of reporting features that can help administrators and employees... Read More
 
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

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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
 
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
 
Marketing 360 logo
 
Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO)... Read More
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Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO)... Read More
 
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
 
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

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Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: August 14, 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:

Reviewers' Choice
What Is Email Marketing Software?
Common Email Marketing Software Functionality
Key Considerations

Reviewers' Choice

email marketing reviewers choice

 

Reviewers' Choice Products

Delivra FireDrum
Informz Klaviyo
Robly Emailicious
Marketing 360 Rejoiner

Our Reviewers’ Choice list shows the five highest user-rated software solutions for Email Marketing when adjusted for total number of reviews and recency of reviews.

If a software solution has more reviews, and more recent reviews, we value those ratings more highly than a product with fewer, older reviews. This is because is it much harder to get 100 five-star reviews than it is to get 10.

We also know that software vendors continually tweak and update their product, so we believe that more recent reviews tend to be more accurate.

To determine which products made the final cut, we looked at how users rated each solution's:

  • Overall performance,
  • Ease of use, and
  • Customer support

A solution can make the Reviewers' Choice top five in all three categories, or just one or two. All software solutions in the Reviewers' Choice have at least 10 reviews from real software users. The final products are listed in alphabetical order from left to right.

For more details on how we selected our Reviewers' Choice, read the full methodology.

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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