Email marketing is an extremely effective digital marketing strategy used by businesses of all sizes. It involves sending commercial messages to a list of contacts with the goal of driving engagement, sales, and revenue. When executed properly, email marketing can result in impressive returns on investment (ROI). According to Campaign Monitor, email marketing has an average ROI of $42 for every $1 spent.
In order to run successful email marketing campaigns, businesses need to use specialized software platforms and tools. These enable marketers to easily create, send, and track the results of their email campaigns. There are a variety of email marketing software options available today, offering different features and capabilities.
Types of Email Marketing Software
There are a few main types of email marketing software that businesses typically use:
- Dedicated email marketing platforms – These are robust tools designed specifically for managing all aspects of email campaigns, from list building to design to analytics. Examples include Mailchimp, Constant Contact, Campaign Monitor, GetResponse, and more.
- Email marketing features in CRM software – Many customer relationship management (CRM) systems like Salesforce, Zoho CRM, and HubSpot CRM include native email marketing abilities. This allows for easy integration between email campaigns and other customer data/insights.
- Marketing automation software – These tools like ActiveCampaign, Ontraport, and Keap allow users to create triggered, automated email campaigns that get sent when subscribers take (or don’t take) certain actions. This automates a lot of email efforts.
- AI copywriting software – Newer tools like Jasper and Phrasee leverage artificial intelligence to generate subject lines and email copy based on key inputs and optimization goals.
The right email software choice depends on your business’s specific needs, budgets, team sizes, and other factors. Many businesses use a combination of the above tools as part of their overall marketing tech stack.
Key Email Marketing Platforms
Below is an overview of some of the most popular dedicated email marketing platforms used by businesses today:
Mailchimp
Mailchimp is one of the most well-known and widely-used email marketing platforms. Key features include:
- Intuitive drag-and-drop email builder
- Automation workflows
- Pre-designed email templates
- Sign-up forms and landing pages
- Segmentation and tagging tools
- Detailed analytics and reporting
- Integrations with ecommerce platforms
Mailchimp offers a free plan for up to 2,000 subscribers. Paid plans start at $9.99 per month.
Constant Contact
Constant Contact offers the following email marketing capabilities:
- Drag-and-drop editor with building blocks
- Automated welcome emails
- Contact management tools
- Surveys and polls
- Event promotion features
- Facebook ad creation
- Detailed reports
Pricing starts at $20 per month for up to 500 contacts.
GetResponse
GetResponse provides these email marketing features:
- Pre-designed templates
- Tools for creating webinars
- Email autoresponders
- Automation based on user behavior
- Landing page builder
- Sales funnel capabilities
- CRM and webinar integrations
Plans start at $15 per month for up to 1,000 subscribers.
Campaign Monitor
Campaign Monitor gives users the ability to:
- Design emails with a drag-and-drop editor
- Leverage A/B testing
- Create targeted segments
- Track email performance
- Integrate with ecommerce platforms
- Use automation for workflows
- Generate reports
Pricing begins at $9 per month for 500 contacts.
Benchmark Email
Benchmark Email provides the following:
- Customizable templates
- Drag-and-drop editor
- Contact scoring and tracking
- Automated follow-up emails
- Sign-up forms and landing pages
- Detailed analytics
- List segmentation
Benchmark Email starts at $9 per month for up to 2,500 contacts.
CRM Software with Email Marketing
Many customer relationship management (CRM) platforms have baked-in email marketing capabilities. This allows seamless integration between email campaigns and contact/customer data. Here are some top CRM software options with email marketing features:
Salesforce
The Salesforce CRM comes with Marketing Cloud, which provides the following email functionality:
- Drag-and-drop editor
- A/B testing
- Personalization with dynamic content
- Automated workflows
- Landing pages and forms
- Contact management
- Email analytics
Salesforce CRM pricing varies based on needs and integrations.
HubSpot
HubSpot CRM’s core email marketing features include:
- Pre-designed templates
- Drag-and-drop builder
- Automated workflows
- Email scheduling
- Landing pages
- Contact management
- Email activity tracking
HubSpot CRM starts at $45 per month for 1 million contacts.
Zoho CRM
Zoho CRM comes with the Zoho Campaigns email marketing module, allowing users to:
- Create and send bulk emails
- Design and customize templates
- Setup automation triggers
- Generate reports
- Integrate signup forms
- Manage subscriber lists
- Track opens, clicks, and unsubscribes
Zoho CRM with email marketing costs $12 per user per month, with a $25 minimum.
Marketing Automation Software
Marketing automation platforms help streamline email marketing efforts through triggered campaigns, workflows, and more. Here are some top options:
ActiveCampaign
ActiveCampaign provides robust email marketing automation capabilities, including:
- Pre-designed templates
- Drag-and-drop builder
- Signup forms
- Automated segmentation
- Triggered email series
- Landing pages
- Sales automation
- In-depth reporting
Plans start at $9 per month for up to 500 contacts.
Ontraport
Ontraport enables users to:
- Create automated email journeys
- Design customized emails
- Use drag-and-drop builder
- View detailed analytics
- Integrate landing pages
- Score and segment contacts
- Track sales opportunities
Starter plans begin at $79 per month for up to 1,000 contacts.
Keap
Formerly Infusionsoft, Keap offers these email marketing automation capabilities:
- Email campaign creation
- Automated follow-up sequences
- Contact scoring
- Landing page and form creation
- Ecommerce promotions
- CRM and sales automation
- Real-time reporting
Prices start at $99 per month for up to 500 contacts.
AI Copywriting Software
Artificial intelligence copywriting software uses machine learning algorithms to generate persuasive email subject lines, bodies, and more based on key inputs. This can save significant time while optimizing email performance. Top options include:
Jasper
Jasper provides AI-powered copywriting designed specifically for email marketing. Key features:
- AI-generated subject lines
- AI-generated email content
- Optimized for open rates
- Graphical content generation
- Real-time recommendations
- Analysis of top-performing emails
Jasper starts at $49 per month.
Phrasee
Phrasee uses NLG (natural language generation) and AI to create email marketing copy. Users get:
- Subject line optimization
- AI-generated content
- Automated headline variations
- AI analysis of past email performance
- Ongoing optimization recommendations
Phrasee is priced based on monthly email volume, starting at $480 per month.
Copy.ai
Copy.ai offers AI copywriting capabilities for email and other uses. Key email features include:
- Dynamic subject line creation
- AI-generated email content
- Natural, conversational writing
- Graphical content creation
- Integrates with other platforms
- Optimizes copy for engagement
Copy.ai pricing starts at $59 per month for Individuals and $399 per month for Teams.
Factors to Consider When Choosing Software
With so many software options available, it can be challenging to determine which platform is best for your email marketing. Here are some key factors to evaluate when selecting an email solution:
Email Volume
Consider the size of your email list and average send volume per month or year. Certain platforms offer better value for sending high volumes, while others optimize for smaller lists.
Budget
Pricing can vary significantly, so analyze your budget constraints and needs when evaluating options. Some tools offer free or freemium tiers for smaller users.
Workflows and Automation
If you want to set up automated campaigns and workflows based on user actions, choose a platform with robust automation capabilities.
Design and Customization
Some solutions allow for more creativity and customization in email design than others. Evaluate available templates, editing tools, and assets.
Data Integration
Consider how easily each platform integrates with your CRM, ecommerce store, and other data sources to inform email targeting.
Analytics and Reporting
Tracking email performance and generating reports varies across tools, so choose one that provides the KPIs and insights you need.
Support and Resources
Factor in the level of customer service, educational resources, and documentation provided by each vendor.
Best Practices for Email Marketing Success
While software lays the technical foundation, there are several email marketing best practices you should follow for optimal results:
- Focus on permission-based outreach and provide opt-in/opt-out preferences
- Segment your lists based on user attributes and behaviors
- Personalize content using dynamic fields like first name
- Establish and adhere to a regular email send cadence
- Create valuable, relevant content tailored to your audience
- Drive action with strategically placed call-to-action buttons
- Make emails mobile responsive for optimal experience
- A/B test different subject lines, content, designs, etc.
- Analyze performance data to identify opportunities
- Continuously refine based on learnings and subscriber feedback
The Bottom Line
Email marketing software provides the foundation for executing campaigns at scale. Leading solutions make it easy to manage contacts, create compelling content, automate workflows, and analyze results. When paired with strong strategy and messaging, these platforms enable businesses to boost brand awareness, engagement, and sales with target audiences.
Conduct thorough research to determine the best email marketing solution for your specific business needs and resources. Focus on core features like automation, customization, and data integration during your evaluation process. With a little testing and optimization over time, you can enjoy the substantial benefits of effective email marketing.
