7 Prime E-mail Advertising and marketing Software program Platforms + Tips on how to Select One


Few advertising know-how verticals are as saturated because the electronic mail advertising house.

You will have actually dozens of electronic mail advertising software program platforms to select from, all claiming to do the identical factor (develop and nurture your viewers utilizing automated emails).

How do you establish which is best for you?

Whereas there is appreciable overlap on this product class, some platforms do have specific strengths, making them higher suited to 1 use than one other.

On this article, we’re going to debate 8 of the very best electronic mail advertising software program options round and provide the inside scoop on which conditions they’re greatest for.

Desk of contents

Our high 8 picks for electronic mail advertising software program 

Earlier than we dive into the highest 8 electronic mail advertising software program platforms, let’s tackle the elephant within the room.

We’re an electronic mail advertising platform (although we additionally supply a bunch of different options, like CRM and gross sales engagement and automation).

We all know we aren’t the solely possibility on the market, and different electronic mail advertising instruments may be higher suited to particular functions.

As an example, we’re greatest suited to small and medium companies seeking to take their electronic mail advertising to the subsequent stage. 

Within the pursuits of training, the next evaluations will objectively discover the professionals and cons of every platform, so you may select which is greatest on your particular utility.

1. ActiveCampaign: Greatest for buyer expertise automation for gross sales and advertising

ActiveCampaign is greater than an electronic mail advertising platform. It’s a full-scale buyer expertise automation suite.

activecampaign email marketing software
ActiveCampaign electronic mail advertising software program

Sure, you’ve got entry to well-liked electronic mail advertising instruments (like scheduled emails, autoresponders, and one-time broadcast electronic mail campaigns), however ActiveCampaign goes deeper with options like:

Key options of ActiveCampaign

ActiveCampaign actually excels in terms of automation.

Past one-off electronic mail blasts, ActiveCampaign opens up the opportunity of automating:

  • E-mail sequences primarily based on particular triggers (similar to a brand new buy)
  • SMS advertising cadences
  • Viewers segmentation
  • Gross sales standing updates
  • Transactional emails like order standing updates and product assessment requests

ActiveCampaign additionally doubles as your gross sales CRM (buyer relationship administration platform), which means you may minimize out that further price heart and save the method of establishing a fancy integration between 2 platforms. 

activecampaign pipeline management crm
ActiveCampaign pipeline administration (CRM)

Why ActiveCampaign is greatest for buyer expertise automation

With ActiveCampaign, small and medium-sized enterprise homeowners can automate all features of the client expertise, not simply electronic mail runs.

You may mix electronic mail and SMS automation, construct cadences that help advertising, gross sales, and customer support groups, and combine straight along with your ecommerce platform to allow seamless buyer experiences.

That’s particularly helpful for SMBs, who typically battle to handle the time-consuming features of communication throughout your entire buyer journey.

ActiveCampaign pricing

ActiveCampaign affords 4 pricing tiers:

  • Lite
  • Plus
  • Skilled
  • Enterprise 

Your month-to-month price will rely on the scale of your contact listing, with plans beginning as little as $9 per 30 days.

activecampaign pricing
ActiveCampaign basic pricing

All ActiveCampaign plans embrace limitless emails, which means scalability is constructed proper in.

2. Mailchimp: Nice for easy, one-off emails, however shortly outgrown 

Mailchimp is 1 of probably the most broadly used electronic mail platforms round.

It’s an excellent selection for one-off bulk emails, the place you’re emailing everybody in your mailing listing on the identical time.

Mailchimp dashboard
Mailchimp dashboard

Nevertheless, in the event you’re seeking to construct an immersive buyer expertise with segmented emails, conditional content material, and start-stop automation, it won’t be the suitable device for you.

Key options of Mailchimp

Mailchimp affords most of the options you’d count on from a typical electronic mail advertising device, like:

  • Automation workflow recipes
  • Segmentation and call tagging
  • Drag-and-drop editor
  • A/B testing 
  • Customized templates 

It additionally integrates with well-liked ecommerce platforms, in addition to Salesforce and Fb.

Why Mailchimp is greatest for easy, one-off emails

Mailchimp has an honest set of options for sending your typical advertising electronic mail however leaves customers wanting when they should get just a little extra advanced.

For instance, Mailchimp doesn’t supply lead and call scoring, SMS advertising, website and occasion monitoring, or dynamic automations.

So, so long as your objective is to design and ship skilled emails on a one-off foundation, Mailchimp is an efficient match. 

Mailchimp pricing

Pricing for Mailchimp’s advertising platform differs primarily based on the variety of contacts you’ve got.

In case your listing of subscribers is lower than 500, then there are 4 plans obtainable:

  • Free: No price, however you may solely ship 500 emails per day with a month-to-month restrict of two,500 sends.
  • Necessities (from $11 per 30 days): Max 5,000 emails per 30 days.
  • Customary (from $17 per 30 days): Max 6,000 month-to-month emails.
  • Premium (from $200 per 30 days): Max 7,500 emails every month.

Be taught extra about Mailchimp in our head-to-head comparability: ActiveCampaign vs. Mailchimp.

3. HubSpot: All-in-one suite however costly 

HubSpot is a big identify within the inbound advertising sphere, so it’s no shock it’s additionally a well-liked electronic mail advertising device.

HubSpot email marketing tool
HubSpot electronic mail advertising device

For these seeking to get all their gross sales and advertising instruments in 1 place, HubSpot serves a necessity. Past its advertising instruments, HubSpot affords a CMS and software program for gross sales, operations, and customer support.

The large disadvantage, nonetheless, is the worth, particularly as you scale as much as HubSpot’s extra superior choices.

Key options of HubSpot Advertising and marketing Hub

HubSpot Advertising and marketing Hub (the identify of its electronic mail advertising device) affords a variety of electronic mail advertising, automation, and call administration options.

Highlights embrace:

  • Break up automations
  • Predictive sending
  • Automation workflows
  • SMS automation 
  • Lead scoring
  • E-mail deliverability charges 

There are, nonetheless, just a few options HubSpot fails to incorporate, which is just a little disappointing contemplating the worth level.

The Skilled plan (it additionally affords Begin and Enterprise plans, however that is the 1 most clients will go for) doesn’t embrace:

Why HubSpot is a good all-in-one suite

When you’re already utilizing HubSpot’s different merchandise (like its CMS or Service Hub), then you might profit from having all of your software program instruments inside the identical ecosystem because of the robust native integrations offered.

HubSpot pricing

The most important concern with HubSpot’s electronic mail advertising platform is its price.

There are 3 annual plans obtainable: Starter, Skilled, and Enterprise.

Assuming your electronic mail lists don’t exceed 5,000 contacts in complete, your month-to-month price will likely be just a little over $1,000, and also you’ll have to pay that yearly.

A $12,000 outlay places HubSpot out of vary for a lot of small enterprise homeowners (and that doesn’t account for the $3,000 setup price and the truth that you may solely ship 50,000 emails a month.)

Clearly, there are extra reasonably priced choices that provide comparable (or higher) electronic mail advertising options.

Be taught extra about HubSpot in our head-to-head comparability: ActiveCampaign vs. HubSpot.

4. Drip: Best electronic mail advertising platform for ecommerce 

Drip manufacturers itself as an “ecommerce income engine,” which is only a nod to the truth that it does extra than simply electronic mail advertising.

Different options embrace pop-ups and kinds (similar to sign-up kinds), listing segmentation, ecommerce analytics, and integration with quite a lot of platforms like Shopify, Magento, and WooCommerce.

Drip email marketing platform
Drip electronic mail advertising platform

Key options of Drip

Drip affords most of the typical options you’d search for when working ecommerce electronic mail advertising campaigns like:

  • A drag-and-drop interface
  • Advertising and marketing automation performance
  • E-mail personalization
  • Deserted cart reminders 

Drip’s largest energy is contact segmentation, which lets you create a number of buyer segments and guarantee delivered emails are hyper-relevant.

Why Drip is greatest for ecommerce

Drip doesn’t concentrate on another verticals. When you’re a B2B or B2C model working exterior of the ecommerce world, you may battle with Drip.

However in the event you’re its goal purchaser, you’ll profit from robust integrations with main ecommerce platforms.

Drip pricing

Drip’s pricing is just a little tough to decipher, nevertheless it’s largely primarily based on what number of electronic mail contacts you’ve got. 

You probably have fewer than 2,500 contacts, it’ll price you $39 per 30 days. You probably have over 100,000 contacts, you may count on to pay no less than $1,299 per 30 days (however that will get you a devoted Buyer Success Supervisor).

Weirdly, when you attain a sure variety of contacts (30,000+), your plan will change to restricted electronic mail sends. We instructed you it was complicated.

5. Sendinblue: SMB advertising on a finances 

Sendinblue is a good selection for entrepreneurs on a finances, as its free plan contains as much as 300 sends per day and permits for limitless contacts.

Sendinblue email marketing platform
Sendinblue electronic mail advertising platform

Key options of Sendinblue

Most small enterprise electronic mail advertising efforts may be achieved with Sendinblue. Subscription kinds, pre-built electronic mail templates, and a built-in CRM are all a part of Sendinblue’s characteristic set.

It’s not probably the most subtle of advertising automation instruments, nonetheless. Sendinblue affords some easy automation options (like conditional content material) however misses out on extra advanced features like dynamic automation, predictive recipes, and automatic activity administration.

Why Sendinblue is greatest for SMBs

The primary purpose is the worth. Sendinblue affords a free model, so in the event you’re not sending a ton of emails (fewer than 300 a day), you may safe an electronic mail advertising device at no month-to-month price.

Sendinblue pricing

Although a free plan is out there, probably the most highly effective options include the paid plans. Two tiers (Lite and Premium) begin at $25 and $65 per 30 days, respectively, and enhance from there primarily based in your month-to-month ship quantity.

Be taught extra about Sendinblue in our head-to-head comparability: ActiveCampaign vs. Sendinblue.

6. Marketo: Effective for Adobe customers 

Marketo is a complete, if considerably costly, electronic mail advertising device supplied by Adobe.

Marketo dashboard
Marketo dashboard

Regardless of desperately needing some design work, Marketo is broadly used.

Key options of Marketo

For what Marketo prices, its characteristic set is severely missing.

Whereas electronic mail templates, A/B testing, listing segmentation, and conditional content material are current, Marketo misses out on a number of necessary options:

Why Marketo is an efficient selection for Adobe customers

When you’re deeply embedded within the Adobe world, then you definately’ll see how Marketo matches the larger image (it’s a part of Adobe’s Expertise Cloud).

That’s the one time Marketo presents itself as an inexpensive answer to help your electronic mail advertising technique. As a standalone electronic mail advertising platform, it’s tremendous costly for what you get.

Marketo pricing

Adobe doesn’t promote pricing for Marketo, although you may count on to pay round $1,200 a month for the Customary plan.

Be taught extra about Marketo in our head-to-head comparability: ActiveCampaign vs. Marketo.

7. Pardot: Strongest Salesforce integration 

Pardot, owned by Salesforce, is one other 1 of these electronic mail instruments with a excessive price ticket, regardless of a reasonably lackluster characteristic set.

Pardot email marketing software
Pardot electronic mail advertising software program

That stated, in the event you’re utilizing Salesforce as your CRM, it could be value wanting into for its strong integration between platforms.

Key options of Pardot

Pardot’s main options embrace:

  • E-mail cut up testing
  • Multi-step automation
  • Deep integration with Salesforce
  • Subtle automation triggering
  • E-mail drip campaigns 

Why Pardot is an efficient selection for Salesforce customers

Being a part of the Salesforce ecosystem, it goes with out saying that Pardot has a robust integration with the favored CRM.

That stated, Salesforce is so broadly used that you simply’ll discover it powerful to seek out an electronic mail advertising platform that doesn’t play properly.

Pardot pricing

Salesforce doesn’t promote Pardot pricing, however stories recommend you’ll pay $1,250 per 30 days for the Development plan.

Be taught extra about Pardot in our head-to-head comparability: ActiveCampaign vs. Pardot.

8. Mailmodo

Mailmodo is a whole electronic mail advertising software program that helps entrepreneurs create app-like experiences in electronic mail with out coding. It’s the go-to platform for sending AMP emails of each enterprise.

image 13

Making it simple to design and customise your emails, Mailmodo affords a user-friendly drag-and-drop interface. You may observe the efficiency of your emails with detailed analytics and reporting, and schedule emails to be despatched at a particular time or date. 

Key options of Mailmodo

  • Subsequent-generation WYSIWYG electronic mail editor
  • Interactive AMP emails
  • Click on maps
  • Sensible template options 
  • Superior electronic mail automation
  • Visible electronic mail journey builder

It additionally integrates with all of your advertising stack, from Zapier to HubSpot CRM. 

Why is Mailmodo a whole worth for cash? 

Mailmodo supplies entrepreneurs with the potential to create and ship AMP emails, which is one thing most ESPs don’t present. You may e-book conferences, get well procuring carts, gather surveys and type responses, and suggest merchandise in a carousel inside an electronic mail, decreasing redirections and drop-offs. 

Mailmodo pricing 

No free plan is out there, they provide a 21-day free trial, and you may avail of any of those paid plans.

  • Silver ($99): Ship emails to 40,000 contacts with a month-to-month restrict of 75,000 sends.
  • Gold ($249): Ship emails to 100,000 contacts with a month-to-month restrict of 250,000 sends.
  • Platinum ($599): Ship emails to 300,000 contacts with a month-to-month restrict of 1 million sends.

How to decide on the suitable electronic mail advertising software program on your group 

Whereas we’ve made broad suggestions as to the particular wants every platform is greatest suited to, it’s truthful to say that these aren’t their solely makes use of.

In actuality, a whole lot of electronic mail advertising instruments have overlapping options, and it’s not like you may’t use ActiveCampaign for enterprise electronic mail advertising, as an example (the truth is, we’re typically extremely rated for it).

With this in thoughts, let’s discover the 5 key steps in assessing and choosing the proper platform on your wants. 

How To Choose The Right Email Marketing Software For Your Organization
Selecting the best electronic mail advertising software program on your group

1. Acquire readability in your electronic mail advertising targets 

Step one is to know precisely how you’ll use your advertising platform of selection.

Is your objective merely to ship transactional emails to maintain ecommerce clients up to date on their order standing?

Or do it’s essential develop a collection of difficult nurture campaigns that modify dynamically primarily based on buyer interactions?

Take into account, as effectively, the depth of performance you require exterior of merely sending emails. Do you want an electronic mail advertising platform that doubles as your CRM, or are you cheerful to combine a brand new device along with your current CRM?

Your solutions to the above questions will shortly remove some choices out of your consideration set.

Get began with automation quick utilizing our FREE pre-built electronic mail automation template starter pack!

2. Set your electronic mail advertising finances 

Your finances for electronic mail advertising units a direct restrict to the variety of software program platforms value wanting into additional.

HubSpot, for instance, prices $3,600 a month for 10,000 contacts.

HubSpot pricing
HubSpot pricing

That is exterior the scope of many small companies, so HubSpot is straight away eradicated from their consideration.

3. Perceive electronic mail advertising software program pricing fashions 

Price range is a crucial issue when selecting any software program platform; it’s essential know that the dedication you’re making is sensible and reasonably priced.

Nevertheless it’s not simply concerning the sticker value. You additionally want to know the completely different methods during which electronic mail advertising firms cost for his or her instruments.

The most typical pricing mannequin is the per-seat or per-user mannequin. Right here, you pay primarily based on the variety of individuals in your organization utilizing the e-mail advertising platform.

That is usually mixed with the tiered mannequin, the place there are completely different pricing tiers primarily based on the options you require.

Our pricing makes use of this mannequin, for instance.

activecampaign plans
ActiveCampaign plan pricing

Different choices embrace the flat fee pricing mannequin, the place you pay a hard and fast price per 30 days whatever the variety of customers you’ve got, and the usage-based pricing mannequin, the place your month-to-month price is predicated on the variety of emails you ship or the variety of contacts you’ve got.

It’s not unusual to mix these approaches, nonetheless.

For instance, the month-to-month value for ActiveCampaign memberships adjustments primarily based on the variety of contacts you’ve got. Examine the pricing tier for five,000 contacts beneath with the plans for 1,000 contacts above.

activecampaign contact pricing
ActiveCampaign contact-based pricing

4. Prioritize automation and integration 

Automation and integrations are 2 of crucial options to prioritize throughout the board.

Automation primarily lets you preprogram sure actions to allow them to run on repeat. As an example, you may construct a sequence of 6 emails to be despatched sequentially, triggered when a brand new buyer downloads your e book.

Not all electronic mail advertising platforms supply this stage of sophistication; some are higher suited to one-off electronic mail blasts, like a promotional publication.

Integrations permit your electronic mail advertising software program of option to play properly with the remainder of your gross sales and advertising tech stack.

At a minimal, the e-mail software program ought to combine along with your CRM, as that’s the place all of your buyer contact particulars are saved.

To construct a really immersive omnichannel advertising marketing campaign, nonetheless, you must also search for native integrations along with your social media, digital advert platforms, and web site.

5. Take a look at, analyze, and report on ROI 

When you’ve arrange your new electronic mail advertising platform, put some measures in place to find out the return in your new funding.

It’s fairly easy: in case your electronic mail advertising software program isn’t delivering a constructive ROI (return on funding), then what’s the purpose?

The simplest technique to measure that is so as to add up all of the income pushed from new electronic mail campaigns, then divide that by the whole price of the software program throughout that interval.

For instance:

$50,000 in new income pushed / $5,000 electronic mail advertising software program price = 1000% ROI.

8 steps to getting began along with your new electronic mail advertising software program 

Okay, so that you’ve made your resolution and had enjoyable with the unboxing of your new software program platform.

Now what?

8 Steps To Getting Started With Your New Email Marketing Software
Steps To Getting Began With Your New E-mail Advertising and marketing Software program

1. Import buyer information 

Seize these outdated spreadsheets you’ve been utilizing to handle buyer information and add them to your new platform.

Then, delete these spreadsheets. We’re within the new world now.

2. Phase audiences appropriately 

Use the info you’ve got in your consumers to tag attributes that may enable you to construct viewers segments sooner or later.

For instance, let’s say your product is a gross sales CRM. You serve 3 primary audiences:

Including these business tags to your buyer data will make it simple to ship segmented emails, so your consumers solely see content material that’s straight related to them.

3. Design your electronic mail content material 

To make the most of the automation performance in your new software program device, it’s greatest to get all the e-mail content material creation performed upfront.

That includes writing electronic mail physique copy and topic strains, designing creatives like photographs and infographics, after which constructing out the emails within the HTML editor of your electronic mail advertising device.

4. Construct electronic mail automation campaigns 

Now, construct your electronic mail sequences.

Say, as an example, you’ve designed a 5-step sequence for brand spanking new consumers.

As soon as they’ve made their first buy, they’ll be put right into a marketing campaign that welcomes them on board, thanks them for his or her buy, educates them concerning the model, and finally makes an attempt to transform them right into a repeat buyer.

Arrange every of those sequences in your electronic mail advertising software program, utilizing the content material you’ve created in step 3.

5. Combine along with your different advertising software program 

This one’s rather less inventive and a bit extra technical.

You’ll need to get your new platform plugged into the opposite tech you utilize in your advertising stack.

For instance, perhaps you’re working advertisements on Fb to seize new buyer particulars, and also you need that information to go straight into your electronic mail advertising platform, so it’s essential join it to Fb Adverts Supervisor.

6. Decide electronic mail marketing campaign triggers 

You will have your electronic mail sequences arrange and your platform related to the opposite software program you’re utilizing; now, you may outline the triggers that set off computerized sequences.

Examples embrace:

  • New buyer buy
  • E-mail publication sign-up
  • E book obtain

7. Run your first marketing campaign 

Hit go on that electronic mail sequence, and watch all of the exhausting work selecting and establishing a platform bear fruit!

8. Take a look at, measure, and optimize 

Okay, don’t relaxation in your laurels simply but.

Use the superior options in your electronic mail advertising device to A/B take a look at completely different electronic mail components (like headline copy or CTA placement) and proceed optimizing your campaigns.

Monitor efficiency enhancements within the platform’s reporting dashboard and preserve iterating and making use of learnings to future campaigns.

Often requested questions 

Why do you want electronic mail advertising software program?

E-mail advertising software program is essential for speaking to massive audiences en masse, profiting from automation options that remove handbook work, and guaranteeing electronic mail content material is delivered to related viewers segments.

What’s the greatest electronic mail and SMS advertising platform?

ActiveCampaign is the very best electronic mail and SMS advertising platform for rising small and medium-sized companies. (Okay, perhaps we’re just a little biased, however we’ll go on file and say that.)

What’s the greatest electronic mail advertising software program to decide on?

This relies loads in your wants. We’ve recognized 8 nice electronic mail advertising software program choices:

  1. ActiveCampaign
  2. Mailchimp
  3. HubSpot
  4. Drip
  5. Sendinblue
  6. Marketo
  7. Pardot
  8. Mailmodo


Assume ActiveCampaign is perhaps the proper electronic mail advertising software program on your wants?
Discover out at this time with our 14-day free trial.


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