Updated on 19 November 2023

Best Email Marketing Tools

Email marketing can be very effective if done right. To do it right, you can use one of the email marketing tools mentioned in this article!

The Logician

Trademark of a Living Legend

Updated on 19 November 2023

Empower Your Campaigns: Why Email Marketing Software is Essential

Your email marketing campaign is one of the most crucial aspects of your business’ success. But how many times have you deleted an email accidentally and had to redo the whole campaign? As it can be so frustrating, marketing teams spend weeks, even months developing the best campaigns.

Luckily, there are revolutionary solutions that will prevent this – the best email marketing tools! Email marketing services streamline your email marketing efforts. They come with a wide range of features, depending on your chosen service, and boost your business position on the market.

In this article, we’ll learn what email marketing tools are and how to choose the best one. We’ll also explore the features they offer, why you should use them, who uses them, how to improve your email deliverability, what awaits them, and the issues you may encounter. I’ve also provided you with a list of the best email marketing tools!

What Are Email Marketing Tools?

Email marketing tools, also known as email marketing software, help marketers create and send email messages efficiently. They support all businesses in forming their brand identity and adopting a structured and practical approach to email marketing.

More precisely, email marketing tools are programmed to send promotional messages to a targeted audience via email. Therefore, they are one of the most critical channels for gathering customers, boosting your business engagement, and establishing excellent brand recognition.

So, if your team plans to incorporate an email marketing solution, you must first determine your current audience size, as well as the approximate future growth of your mailing list. Here’s where email marketing software with the possibility of sending unlimited emails comes in handy!

Some of these tools are capable of restricting your email-sending frequency so you don’t overwhelm your customers. This is because email platforms usually have well-designed email templates and analytics dashboards. Due to this, they focus on specific vital metrics, such as open and click-through rates.

Warning

If you overwhelm your consumers with promotional emails, you can achieve the counter effect of the campaign – losing your customers

Because of their analytic nature, email marketing software helps with monitoring email, subscriptions, notifications, general email communication, integration with different marketing strategies, automation, sales, campaigns, and analytics. Some of them even have integrations with website builders that allow you to design your professional site.

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How to Choose the Best Email Marketing Tool?

With hundreds of email marketing tools on the market, choosing the best one is pretty challenging, and trust me, I’ve experienced that. Luckily, thanks to the Internet, you can now easily make the right choice and get the top email marketing tool for your business. I found the following methodology very helpful, so let’s have a look at what you should consider:

Features: You must look for a tool with various features, such as templates, segmentation, analytics, A/B testing, list management, mobile optimization, and personalization. Therefore, you will find the best tool that caters to all of your needs.
Ease of Use: A neat interface is crucial for the best email marketing tools. This is because whether you’re a beginner or a more advanced marketer, you need to be able to navigate through its services and handle everything with ease.
Deliverability: High deliverability rates ensure your emails land in the recipient’s inbox, not the spam folder. This is especially important nowadays when emails have spam filters that protect customers from suspicious content.
Customer Support: Even the best email marketing software may show issues. That’s why you need to consider the availability and quality of its customer support. Always go for email marketing tools with 24/7 support, which is accessible through many channels, such as live chat, email, and phone.
Scalability: While limited resources may be sufficient when starting email marketing, it doesn’t mean you won’t grow out of them. So, choose a platform that can grow with your business, adding more features and higher limits as your number of customers grows.
Third-Party Integrations: It’s always important to see whether the email marketing software can integrate with other tools you use, such as CRM systems, e-commerce platforms, or website builders. If it can, you will get one seamless experience.
Compliance: When choosing an email marketing tool, verify it complies with CAN-SPAM, GDPR, and other requirements to avoid any regarding management and user privacy.
Pricing: You should always compare the pricing models of the tools you’re considering. Remember that some charge per contact, others by the number of emails sent. So, it’s best to check for additional costs for premium features, free plans, or a free trial period to test their service.

Note

Sometimes the more expensive the tool, the better. This is because the price of the platform often depends on how many advanced features it includes

Reputation: Besides checking for various features and capabilities, you must see if the email marketing tool is reputable. I recommend reading reviews from existing users, especially those with similar businesses or needs as yours.

Important

This list will help you make an informed decision and find the best email marketing tools. But what you should keep in mind is that the best choice will always depend on your personal needs and preferences. So, stick to this list, but always consider what your business needs at the moment.

Top Features to Look for In an Email Marketing Tool – The Logician’s Insights

In the list above, I just briefly mentioned what features are important for providing a fantastic experience to your customers. However, now I’ll go into more detail and explain each feature separately. Let’s start with the following:

Drag-and-drop interface: In order to be easy to use, the email marketing tool should have a drag-and-drop interface. It will enable you to easily create email campaigns without spending a lot of time.
Contact management: This feature allows you to import and export contacts from your list, segment them into different groups, and manage your subscribers’ preferences with ease.
Email templates: Thanks to the variety of email templates, which are designed professionally, you can customize them to match your brand and be eye-catching.

Tip

By choosing the right email template, you can not only make an eye catching campaign, but you can also automate and personalize it, as some of the templates come with such options.

Personalization options: Crucial for engaging your subscribers, personalization contributes to inserting recipient names easily, customizing email content based on their preferences or past interactions, and using merge tags for a personalized touch. You can even customize loyalty or rewards program information for each subscriber.
Segmentation: Not every person on your list should receive the same email. Therefore, you need to send your campaigns to different customers. Luckily, most tools let you divide your consumers based on their interests, purchase history, demographics, and online behavior.
Automation: Automated emails are great for achieving brand awareness, onboarding processes, and sending personalized notifications. Tools that include this feature send emails based on specific events, such as welcome emails, promotions, abandoned cart reminders, or birthday discounts.
A/B testing: This feature allows you to test different versions of emails to see which one is the best. As a result, it helps you improve your success. You can detect potential mistakes before sending the email, as it enables side-by-side testing of different subject lines, content variations, or send times.
Analytics and reporting: Email marketing software employs many reporting options (click-through rates, deliverability success, and open rates). They track and monitor the performance of your marketing strategy and follow the subscriber growth.
Deliverability and spam compliance: It prevents your emails from being marked as spam due to spam testing, authentication protocols, and compliance with different email marketing regulations.
Advanced targeting: The best email marketing tools offer various options that enhance your campaign’s outcomes. This feature varies from product to product and helps you tailor the campaign to different groups of consumers.

Why Should You Use the Best Email Marketing Tools?

Utilizing the most effective email marketing service benefits various businesses by enabling you to create different and attractive email promotions, loyalty messages, and unique digital communications.

Note

By establishing specific mailing lists, the best marketing email tools help you connect to your customers at optimal times.

Email marketing mainly works in two domains – promotional emails and loyalty emails. Promotional mail involves news and ads, while loyalty email follows customer actions, such as transactions and the most common searches.

Note

You will always be up-to-date with your users’ preferences, and you can offer them a tailored experience.

Therefore, email marketing software contributes to strengthening your current relationship with customers, as well as forming new ones with potential visitors. They send emails that target new customers and motivate the existing ones to engage in your business and make purchases.

Thanks to their automation, email marketing tools enable a smooth schedule of personalized emails. More precisely, organized and segmented lists result in more precise monitoring of crucial metrics, such as subscriber counts. Now, let’s see how these tools help your business:

Establishing brand identity: Creating a promotional or loyalty email assists in strengthening your brand identity across different channels by improving customer engagement and retention. You’ll also remain consistent due to the customized templates, creating continuity between your site and the marketing trends.
Loyalty communication: Email marketing software lets you engage with your target audience, giving you exclusive insights into customers’ preferences. It also allows marketers to share new features with their subscribers, which determines a successful strategy for acquiring potential customers.
Customer segmentation: Segmenting email marketing lists helps determine the type of content a group wants to have delivered, typically leading to better open and click rates. The tools detect your consumers’ location in the sales funnel and create various groups according to their needs.
Email automation: Sending thousands of emails at once is challenging. So, these tools automate sorting through recipients, entering a subject line, and sending emails.
In-depth performance tracking and analysis for more effective campaigns.
Integrations with other marketing tools for deeper insights and clearer cross-brand messaging.

For Who Are Email Marketing Tools Essential?

Email marketing is one of the most common campaign strategies nowadays. More precisely, most marketers and sales teams use this approach.

Marketing teams work together and create successful email marketing campaigns. Thanks to the tools, they plan different approaches in advance. In fact, due to the effectiveness of the personalized strategies that marketing tools establish, 77% of marketers face an increase in email engagement.

On the other hand, sales teams usually come up with the idea for a marketing campaign and collaborate with marketers to achieve the best one.

Tip

Many users prefer receiving news about the brand by email and, meaning you must create captivating promotional offers that are mobile-optimized.

Acquiring More Subscribers: How to Improve Email Deliverability?

As I mentioned, email platforms employ spam filters that send suspicious emails directly to the spam section. Therefore, you need to ensure your email ends in the recipient’s inbox, especially if you’re just starting. Consequently, there are a few things you can implement to achieve this.

Use a Professional Email Address

Email platforms like Yahoo, Gmail, and Outlook have unique algorithms that help them detect spammy behavior. The starting point is always your email address.

In order to boost your reputation and enhance email deliverability, you must use a professional business address. Due to this, customers will get the attention of your customers, as you won’t be using a generic address.

Tip

You can create a username that will visually look like this: [email protected].

What’s more, this tip will ensure that your deliverability rate is higher than the industry’s average, which is about 80%.

Note

Marketing standards state that you should aim for a delivery rate of at least 95%. However, try to get delivery rates as close to 100% as possible so that most of your emails reach your subscribers.

Send Tailored Emails

Personalizing your emails based on your customers’ needs is a must. This will help your email marketing campaigns face a surge in their open and click-through rates, which will contribute to future email deliverability.

That’s why I always recommend sending a welcome email to all new subscribers and then dividing users regarding their interests.

Important

You should also provide an unsubscribe link for users so they can unsubscribe instead of marking your emails as spam.

Types of Email Marketing Tools

As many email marketing tools are on the market, they are divided into a few groups. This enables you to choose a proper platform for your needs easily. What’s more, you can use the email marketing software in two ways – locally hosted on existing infrastructure or deployed as a cloud-based service.

So, let’s have a better look at what types of email marketing software you can employ in your online business.

Promotional and Direct Sales Email

Promotional or direct sales emails are a common and pretty famous email marketing type. As the name implies, they promote your offers (services and products) to a specific group of customers.

Note

You can send promotional emails to the whole consumer list or just one segment of it.

Moreover, as the email marketing platform has different templates, you can create a proper campaign and then monitor its effectiveness, such as its open rates, click-through rates, and other vital metrics.

Newsletter Email

Businesses also utilize email marketing as a communication platform for email newsletters. Newsletter email tools will help you intrigue your customers with your content while at the same time adding value to your products and services.

Thanks to the fantastic capabilities of email marketing tools and their templates, you can create and deliver quality content to your target audiences.

Tip

You can develop articles, tips, announcements, and guides about your products, services, and your business in general.

Transactional Email

The transactional email group of marketing software is often used by businesses that want to deliver transactional emails to their clients. This form of email marketing is also known as an opt-in phase. It got its name because the recipient basically has to agree for you to add their email address to your list.

There are a few examples of transactional emails, such as confirmation emails, password reset requests, and email receipts (if the payment method includes your email address).

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Transactional emails are pretty interactive, as you initiate contact with your customers, and they have to take action.

Note

In this group, the email marketing tool has two functions – an administrative tool (for the examples above) or a marketing tool, as you can also include your marketing campaigns.

Autoresponders and Multi-Tiered Email

With this type of email marketing tool, you can send bulk multi-tiered emails regarding the actions upon opening the email and the customer’s feedback.

Note

Many of these tools provide next-level features that let you track your main message through various tunnels, such as whether there is a shopping cart activity.

Autoresponders allow you to set specific triggers initiated by your consumers. Suppose the customer signs up for a free trial of your service, adds your product to the cart, or makes a purchase.

Any of these actions will trigger the autoresponder to send out welcome or thank you emails, which will help you improve the experience of your customers and engage them more with your brand.

Machine Learning and AI: Future Trend of Email Marketing Software Platforms

As the digital world is an ever-changing field, email market software won’t remain the same. In fact, it is already adapting to some of the most significant changes in the industry.

AI and machine learning are already in huge progress. We are all aware of the numerous chatbots and other tools that rely solely on AI. Therefore, industry experts predict they will become part of email marketing sooner than we think.

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Machine learning utilizes algorithms and analytics processes that will help email marketing platforms identify the best days and times for sending emails. As a result, engagement and open rates will drastically jump.

In addition, marketers will be able to reduce the churn rate or the number of subscribers who unsubscribe from your emails. This will be possible once machine learning algorithms identify which subscribers are most likely to cancel your campaign and why.

Chatbots are another great channel that you could combine with email marketing. Currently, only some email tools have partnered with some of the best AI chatting tools.

Tip

You can implement chatbots for direct communication with your consumers on your official website.

Furthermore, if you’re running an e-commerce brand, you can combine email campaigns with messages on Facebook Messenger, WhatsApp, and other channels that your users rely on. Ultimately, 95% of marketers find AI integration effective.

Possible Issues with Email Marketing Software

While email marketing tools enhance many businesses and bring outstanding results to their owners, even the best ones can encounter issues. Here’s what to look out for!

Compliance

Compliance is a pretty tricky obstacle. In the case of email marketing software, the biggest problem is compliance with the CAN-SPAM Act. More precisely, the CAN-SPAM Act has different requirements for emailing that you must fulfill when sending your campaigns.

Warning

You can even face fines if you fail to adhere to CAN-SPAM requirements.

Therefore, you need an email marketing tool that proves its compliance with the CAN-SPAM Act.

Besides this, you should also look out for the General Data Protection Regulation (GDPR). It regulates how companies utilize their customers’ personal data and directly impacts how you handle the confidential data of your subscribers.

Spam filters

Spam filters are present in most email platforms, and they can impose significant challenges for your email campaign. Luckily, many email marketing platforms come with spam filter metrics that help them understand better why your emails end up in spam folders.

Note

Email marketing software also provides practical solutions for preventing your emails from ending up in the spam section.

Conclusion

Email marketing is a frequently used type for promoting businesses. However, it comes with different requirements you must fulfill in order to establish an effective strategy. Therefore, you need to choose the best marketing tool that will enhance your brand reputation.

Thanks to the various features that email marketing software employs, you will achieve strong brand awareness and integration with other marketing tools, acquire more customers, and automate the email-sending process. I hope this guide will help you!

Frequently Asked Questions

Email marketing software is a tool that enables you to develop, send, and track emails to your list of subscribers. These services will help you come up with well-written email campaigns that will attract more customers. On top of that, you can also get insights into key metrics, such as open rates and click-through rates.

You should use email marketing software as it significantly improves your business. It makes it easier for you to handle tricky email campaigns, segmentates your audience, automates the process, analyzes the campaign’s performance, establishes brand identity, and contributes to integrations with third parties.

Anyone can use email marketing software. However, marketing and sales teams usually use email marketing tools most frequently. They help them create an effective strategy that will attract more customers by sending news and ads or more personalized emails according to their needs.

Yes, there are different types of email marketing software. You can find promotional and direct sales, newsletters, transactional, autoresponders and multi-tiered email marketing software. This classification is based on the way you can employ email marketing tools in your business.

The potential issues with email marketing software are compliance and spam filters. More precisely, email marketing tools must comply with the CAN-SPAM Act, which implies different requirements for sending emails, GDPR that impacts how you handle the personal data of consumers, and spam filters that often mark your campaigns as spam.

The cost of email marketing depends on many things. First and foremost, it depends on the company you choose and its services. Also, the price varies depending on the plan and the features it includes – the more features, the higher the price. However, you can find some pretty affordable tools; some of them even come with free versions.

Yes, email marketing is still effective. Email marketing is one of the most used and most effective digital marketing forms in 2023, and thanks to the rapid changes in the technological industry (AI implementation and machine learning), it has become even better than in the past.

Choosing the best email marketing service is important for your brand reputation. More precisely, email marketing tools help you acquire more customers by strengthening your brand identity. Therefore, you must find an email marketing service with top-notch features and abilities.

The best free email marketing service is Mailchimp. It comes with up to 1,000 subscriptions and some pretty extraordinary features, such as A/B testing, AI implementation, and email scheduling. As a result, you’ll get an incredible email marketing experience.

Yes, email marketing can help with SEO. However, it doesn’t impact it directly. Still, you can use it to gain more traffic to your website, and getting relevant traffic reduces your bounce rates. Due to this, your rank on popular search engines will drastically increase.

To use email marketing to engage with your audience, you must fulfill a few things. It’s best if you start by understanding your audience and providing them with personalized emails according to their preferences. Also, you need to be consistent and not send emails at random times or too often.

Email marketing matters because it allows you to build relationships with potential and loyal customers. More precisely, it represents an opportunity for you to directly contact them and offer what’s best for their needs. As a result, you’ll become more reputable and establish better brand awareness.

No, email marketing is not the same as CRM. Email marketing focuses on promoting your products and services to your customers, and CRM helps you manage the relationship with both current and potential consumers.

To get started with email marketing, you need to define your audience, set your goals, choose a reliable email marketing platform, determine the type of campaign you’ll use, create a list of customers, segment it, write your email, and test it before sending.

Yes, you can integrate other apps with email marketing software. However, you need to find a service that allows third-party integration with various apps, such as CRM and e-commerce apps.

Yes, email marketing services are effective for mass campaigns. Besides their unique features like automation of the process and an email schedule, these tools allow you to send unlimited emails at any time.

Yes, email marketing is beneficial for small businesses. It helps you engage more customers via online selling and even re-engage customers who have not purchased from you in a while.

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Best Email Marketing Tools

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Frequently Asked Questions

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Best Email Marketing Tools

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Frequently Asked Questions

What Is Email Marketing Software?

Why Use Email Marketing Software?

Who Uses Email Marketing Software?

Are There Different Types of Email Marketing Software?

What Are the Potential Issues with Email Marketing Software?

How Much Does Email Marketing Cost?

Is Email Marketing Still Effective?

Why Choosing the Best Email Marketing Service Is Important?

Which Is the Best Free Email Marketing Service?

Can Email Marketing Help with SEO?

How to Use Email Marketing to Engage with Your Audience?

Why Does Email Marketing Matter?

Is Email Marketing the Same As CRM?

How to Get Started with Email Marketing?

Can I Integrate Other Apps with Email Marketing Software?

Are Email Marketing Services Effective for Mass Campaigns?

Is Email Marketing Beneficial for Small Businesses?

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