Best Email Marketing Tools 2024: Complete Comparison

Are you looking to boost your digital marketing campaigns and achieve better results? Knowing which are the best email marketing tools is a key first step. Read on to discover everything you need to know about choosing the perfect platform and carrying out a well-crafted campaign.

Quality things are made to last. For now, the digital marketing strategy that has been on the market the longest is email marketing or mailing. And it’s not for nothing: in 2023, the average ROI of this type of campaign was 36:1. That is, every dollar invested generated 36 USD of profits. Incredible, right?

Of course, to achieve such an ROI, it is not enough to send emails in bulk, left and right. It is essential to have a solid strategy that allows you to reach your customers in more than one way. Today, thanks to technological advances, email marketing tools are the best resource to generate it.

What are email marketing tools and why are they important?

Now, email marketing tools are messaging platforms that incorporate functionalities that allow you to develop comprehensive mailing strategies.

They usually offer the option to create websites, landing pages and subscription forms, or integrate with CMS, such as WordPress. Through them, they retrieve data on your customers’ behavior and demographics, while generating new contacts.

They also tend to record information about the type of interaction your contacts have with the emails you send and the pages on your website. These metrics allow you to adjust your campaigns to achieve better results, as well as personalize your messages, which is crucial when it comes to generating conversions.

In addition, the best email marketing applications incorporate automation functions. These include both the automatic sending of emails (individually or in sequences) and the generation of content through writing assistants. This not only allows you to develop efficient campaigns and eliminate possible errors but, above all, it allows you to save a good amount of time.

Key features to look for in an email marketing tool

We’ve already seen some of the reasons why email marketing tools are important for developing a good mailing campaign. Now let’s see what the best email marketing platforms have in common. In other words, what makes them stand out from the average. 

Ease of use

First of all, a productive email marketing tool must have an intuitive interface that is easy to use. This helps to enable more dynamic and therefore effective campaign management.

The best platforms seek to maximize every second. Therefore, they tend to have reduced learning curves. This makes them suitable for both users without specific knowledge and for professionals in the field.

They also tend to provide reports and data, both on performance and on the target audience, in a way that is easy to interpret. In this way, they also make it easier to implement them when developing mailing strategies… And they improve the performance of a campaign in general.

Furthermore, the logical operation of these platforms helps reduce the number of errors that are made. Not to mention that it facilitates access to all of its functionalities, so that not a single aspect of your mailing campaign is left uncovered.

Campaign automation

One thing that the best email marketing apps feature is automation features. This means that targeted emails are sent to a specific group of contacts, at a specific time, and under specific circumstances. In other words: everything that forgetful people and those who never have time when they need it need to breathe easy.

This feature is perfect when you have a contact list that spans multiple time zones and you value your sleep. Some of the best email marketing tools allow you to adjust the sending time to the customer so that the notification of a new email reaches them at the right time. After all, it’s not the same to receive a promotional email at 10 in the morning than at 8 at night.

Automation, however, goes beyond scheduling a time for sending and assigning recipients. It also covers the sequences of emails that are sent when a user interacts in a certain way with your website. 

Look at the following newsletter and, most importantly, its subject line. When did I receive it? Hours after visiting the business’ website and seeing what jeans they had. Coincidence? We know it’s not. Good email marketing software and a solid strategy? We know it is.

Of course, the number of stages and steps in each sequence will depend on each platform, the plan purchased and the objectives to be met.

A few months ago, for example, we helped one of our clients develop a sequence to reactivate customers. We established that when the platform system identifies a customer who has not interacted with the page for 3 months, an email should automatically be sent. This first email consists of an invitation to see the new products of their brand.

3 days later, the customer (whether he or she has logged into the site or not) receives a second email, with a promotional code to be used within a week. After 5 days, if the customer has not reactivated, a third email is sent reminding him that the offer (exclusively for him) is for a limited time. The customer still does not activate, but does not unsubscribe? 3 months later, the sequence repeats itself. And so on.

And automation doesn’t end there either. As we mentioned, it often includes technologies for generating content that are increasingly based on AI. It also encompasses functions for collecting and analyzing data, and for personalizing your emails. Which, as we’ve seen, is crucial.

Personalization and segmentation

Personalization is essential for successful email campaigns. The key to achieving this on a mass scale? Segmenting your contact base based on the data they provide when subscribing to your page and interacting with it.

The best email marketing platforms allow you to segment your contacts in detail. For example, by their date of birth, their interaction with certain pages on your website, their location, or whether they only use a mobile phone or a computer. 

This opens up a world of customization possibilities, ranging from promotional offers that arrive with the subject line “Your birthday gift!”… To emails that remind you that the product you saw on a certain website is still available for you to purchase… As was my case with the Ver. jeans.

This feature of email marketing software is often integrated with email automation. Have you ever wondered how some companies manage to send emails that start with the customer’s name? Now you have the answer. 

But this can also be applied on a larger scale. Let’s say you have a business with international reach . Segmenting your customers by country will allow you to launch specific mailing campaigns for holidays and special dates specific to each region. Among other things (such as changing the language of the emails) that help to personalize, more and more, your mailings. And to avoid mistakes that, as humans, we can always make!

Integration with other tools

However, email marketing platforms already bring several benefits to digital campaigns. The best email marketing tools increase these by allowing integration with other tools.

Take segmentation, for example. When integrated with other tools, the mailing platform has more sources to obtain data about its contacts. The more data you have, the more precise segmentations you can make and the more personalized your emails you can make.

So, if you check the Instagram page of a business you’re subscribed to, the email marketing tool they use will retrieve information about your behavior. The same will happen with their Google and Facebook ads or with their business on Shopify. As long as the platform is integrated with these applications, of course. This will allow you to have a more “global” view of your customers and focus your campaigns better and better.

On the other hand, integration with other tools makes email marketing campaigns more effective, as it centralizes all the information you have about your customers. In addition, this means that the data is updated in real-time. This helps ensure that your campaigns are never out of place and, above all, facilitates the scalability of your operations.

Comparison of the best email marketing tools: Paid plans

You already know what a good email marketing application needs to have. Now it’s time to start looking for the perfect software for your campaigns. But the offer is too wide. So much so that, at some point, one ends up choosing the first mailing tool that appears. 

And we’re not the ones saying this: some of our clients are saying it, who came to us frustrated with the email marketing software they chose some time ago. That’s why, to help you make a decision without panicking or regretting it later, we’ve prepared a comparison of the best email marketing tools .

Typically, email marketing apps combine a free plan and several paid plans, which are tailored to different needs. Some software stand out for their free offering. However, others have the best-paid plans on the market, both for their price-quality ratio (such as Brevo and Moosend) or for the features they offer (such as GetResponse and Mailchimp). 

Let’s see what these paid tools are and, above all, why they are, for us, the best. If you already knew any of them and you agree with us (or not) tell us in the comments. We are interested in your opinion!

Mailchimp

Are you looking for a comprehensive tool with proven effectiveness? Mailchimp is what you need. This digital marketing platform allows you to manage your campaigns in a simple way, taking advantage of the latest AI innovations. Although its paid plans do not include the sending of transactional emails, these can be added as an add-on. Its functionalities include:

• Operation and editing. Mailchimp is characterized by its intuitive and clear operation. It offers more than 130 email templates and supports editing with custom HTML code.  
• Automation. Uses AI-powered automation tools, such as Intuit Assis, available only in paid plans. Features include a subject line wizard and a dynamic content creator, as well as pre-designed email sequences ( Customer Journey Builder ) and options to automate email sending.
• Personalization and segmentation. This is done automatically. Segmentation includes behavioral targeting, predictive demographics, and web behavior tracking, among others. The number of “segments” into which contacts are divided varies depending on the plan chosen. 
• Integration with other tools. Mailchimp integrates with over 300 apps, including Google Analytics, Canva, Wix, Shopify, and Instagram.
• Analytics. Includes the option to perform A/B testing and, in its Standard and Premium plans, multivariate testing (A/X).
• Others: Landing pages and forms can be created to register new customers. 
• Plans offered. Their cost depends mainly on the number of contacts. Broadly speaking, they have the same functions. However, how advanced they are varies. Premium, for example, has no limits on the number of segmentation lists. The other plans do.
  • Essentials: $13/month, starting at 500 customers. Includes 4-stage customer journeys, allows you to segment up to 3 contact lists, and supports 3 users per account.
  • Standard. Recommended by Mailchimp. For a base of 500 contacts, it costs $20 per month. It adds predictive segmentation, behavioral targeting, and an AI-powered campaign manager. It has customer journeys with up to 200 stages, with branches. It segments up to 5 contact lists and supports 5 users.
  • Premium. $350 per month, for a database of 10,000 contacts. The number of users supported by an account and segmentation are unlimited.

Brief

Among other things, Brevo’s strong point is its advanced automation options. Let’s take a closer look at what this multi-channel digital marketing tool has to offer:

• Operation and editing. It has an intuitive interface, which includes a drag-and-drop editor, as well as pre-designed templates. The plus? Its editor can be used on mobile devices. This makes it perfect for taking advantage of the time you spend on buses, in traffic jams and waiting rooms.
• Automation. This email marketing platform automatically sends pre-set messages such as welcome and abandoned cart emails. One of its features is marketing automation. With it, you can create automated scenarios to target your contacts at different stages of the conversion funnel. Its predictive sending AI optimizes the sending time according to each customer’s schedule. It also automates contact segmentation, dynamically personalizes email content, and includes an AI-powered subject line generator. 
• Personalization and segmentation. Depending on the plan, this email marketing platform offers more basic or advanced segmentation options. All of them use AI technologies. Brevo tracks how your customers interact with your website and your networks, and uses this data to generate personalized emails.
• Integration with other tools. You can create custom webhooks that are activated by certain actions of your contacts. Thanks to them, you can integrate external or internal tools. In addition, it includes the option of adding plugins to access specific functions.
• Analytics. This email marketing software offers real-time statistics. Its more advanced plans (Business and Enterprise) include geolocation data, information about your customers’ devices, and heat maps to see which part of an email was clicked. It also offers statistics on openings and clicks by domain. Its basic plan only provides data on sending, opening, and click rates.
• Others. Brevo allows you to send transactional emails and create customizable subscription forms. 
• Plans offered. The price of the plans on this platform depends largely on the number of emails sent per month. Its somewhat limited free plan allows a maximum of 300 emails per day. The other plans start from a base of 5,000 emails per month, which goes up to one million in the Business plan. How else do they differ? Let’s see:
  • Starter. It starts at $9 per month, with a limit of 500,000 contacts. The big downside? You have to pay an additional $9 to remove the Brevo logo from your emails. Plus, you can only create automated scenarios for 2,000 contacts, using the marketing automation feature.
  • Business. Its price starts at $18 per month and starts at 5,000 emails. However, it does not have a limit on contacts. It offers more advanced features than the Starter plan, such as A/B testing, send time optimization and multi-user access with an add-on. It also has no limits on the number of automated scenarios you can create.
  • Enterprise. Its pricing is tailored to each client. In addition to the Business plan features, it adds customization options for the number of shared inboxes, unlimited contacts, and multi-user access without an add-on. It also allows you to integrate internal SEO and SAML authentications.

Moosend

This email marketing software offers comprehensive features to help you maximize your web campaigns. Even its basic plans feature advanced tools, with which you can develop a good mailing campaign from start to finish. 

• Operation and editing. It has an intuitive interface to create emails, newsletters, subscription forms and landing pages, with more than 90 pre-designed templates. These are customizable and have a responsive design, which adapts to different screens.
• Automation. All Moosend plans come with email automation. This includes AI-powered writing suggestions and the design of automated sending sequences (custom or templated).
• Personalization and segmentation. Recupera provides information on your customers’ interaction with your page, as well as demographic and location data. With this platform, you can use them to segment your audience and generate personalized content automatically.
• Integration with other tools. Supports integrations with software such as Zoho CRM, Facebook Leads Ads, WordPress, Google Analytics and Emailheatmaps.
• Analytics. Moosend tracks your customers’ interaction with your website. It also provides insights into your email deliverability, open rate, and click rate. It also records unsubscribes and complaints and enables future predictions and A/B testing.
• Others. This app offers the option to include countdown timers in your emails. None of their plans have limits on the number of emails sent.
• Plans offered. It allows you to take a free 30-day trial, during which you can access its main functions, with a maximum of 1,000 contacts. It also includes the option to buy credits of 350,000 emails or more, with no expiration date. Its paid plans, on the other hand, are:
  • Pro. Start with a database of 500 contacts, with no email limits, for $7 per month. Includes automated workflows, advanced reporting, and customization options.
  • Moosend+. It has a custom price. Unlike the Pro plan, it allows you to send transactional emails and includes audience discovery and file storage features. However, this is done through add-ons. It also offers custom reports.
  • Enterprise. Its price is also tailored and its features are almost the same as those of the Moosend+ plan. What makes it different? On the one hand, it does not require add-ons. On the other hand, it is in the number of users it supports (more than 10, with role assignment), in the priority attention and in its deliverability and strategy optimization service.

GetResponse

This email marketing platform offers various payment plans that adapt to the needs of different types of users. In addition, you have the option of contracting them for one month, twelve months or twenty-four months, as you prefer.

• Operation and editing. GetResponse has, like other top email marketing software, a very intuitive and easy-to-use interface. It provides email and newsletter templates that can be customized with a drag-and-drop editor.
• Automation. Offers AI-powered automation options. These include autoresponders, email and subject line generators, predictive sending, and more. 
• Personalization and segmentation. It includes tools to segment your contact base based on their data, their behavior, and their place in the conversion funnel. It also allows you to automatically personalize your emails and generate email sequences aligned with the different stages of the conversion funnel.
• Integration with other tools. GetResponse supports integrations with over 170 apps. Some of them are Magento, Google Ads and Google Analytics, Meta Ads, WordPress, WooCommerce, and Shopify.
• Analytics. With this tool, you can track the performance of your email marketing campaign, using data on customer interaction with your site, email opening rates, and click rates. All in real-time. It also allows you to perform A/B testing. Less expensive plans also include customized reports. 
• Others. GetResponse features also include transactional email sending, a visual workflow builder, lead magnet funnels, landing page builders, and signup forms.
• Plans offered. This email marketing software features 4 paid plans. All of them (except GetResponse Max) can be tried for free for 30 days.
  • Email Marketing. It costs 15.6 USD per month, with the annual plan and a base of 1000 contacts. It enables one user per account and a single active website. However, within the latter you can create and connect unlimited domains and pages. Although this plan allows you to have a store center, create promotions and deliver electronic products, it does not send transactional emails. In addition, it has customer generation and lead magnet funnels, but not sales funnels.
  • Marketing Automation. It costs $48.6 USD per month, for one year, and for 1,000 contacts. GetRepsonse adds Perfect Timing and Time Travel tools to its “basic” features. The first ensures that your emails reach your contacts at the “perfect time” for each one. The second takes into account your customers’ time zone when sending them an email. It also includes dynamic segmentation features, sales funnels, and supports up to 5 active websites and 5 users per account.
  • Ecommerce Marketing. This plan starts at $97.6 per month for one year, for 1,000 contacts. Unlike the previous plans, it is more geared towards e-commerce. It allows you to send fully automated transactional emails, as well as promotional code emails, abandoned cart emails, and recommended product emails. It incorporates e-commerce metrics into your customer segmentation and reporting. 
  • GetResponse Max is GetResponse’s premium option. It costs $1,099 per month for one year. In addition to the features of the other plans, it adds SMS marketing tools, an unlimited number of accounts and users, as well as a dedicated sending IP and domain. You can perform FTP imports and automatically segment customers based on SMS data and external segments. If all this weren’t enough, this plan supports up to 10 active websites and offers the option to rebrand.

Free email marketing tools: What are the best options?

We mentioned above that some email marketing apps stand out for their free offering. Why? Because, in addition to having all the features that the best email marketing tools should have, their free plans are not as limited as those of most of these softwares.

Of course, they still have their drawbacks, especially in terms of the number of contacts and emails you can send. This is why free plans are often used by small businesses or startups. For companies that are already established or have the potential to expand quickly, paid plans can be a better option. Especially with tools like Email Octopus, which dynamically adjust the cost of the plan based on the number of users and emails sent per month.

Mailrelay

The email marketing tool Mailrelay has one of the best free plans on the market. Why? Because it allows you to access all the features of its Enterprise plan (which costs 67 EU per month) for free. 

And this might not be much if you could only send, say, 300 emails per month to 100 contacts… But in Mailrelay the limits are different: this tool allows you to reach a limit of 20,000 contacts in its free version and send up to 80,000 emails per month. 

It is important to note, however, that the page specifies that its Enterprise and Standard plans have increased deliverability … Something that is not specified for the free version. But, anyway, let’s see what features it offers:

• Operation and editing. Mailrelay has an intuitive interface that allows you to create emails and newsletters easily, with its drag-and-drop editor. It also allows you to upload HTML designs.
• Automation. The free version of this email marketing tool automates the sending of your emails for a specific day and time. The same applies to your RSS newsletters. Plus, you have the option to send emails to segments of your contact list.
• Personalization and segmentation. The features of this software allow you to segment your contact base and personalize your emails. You can, for example, include the name of each contact in the emails they receive or hide certain parts of the message.
• Integration with other tools. To help you maximize the performance of your campaigns, Mailrelay includes an API to integrate external software. 
• Analytics. This app provides you with the data you need to optimize your email campaigns. Its free version tracks how many of your emails are opened, which ones and which links are clicked, whether there is spam, among other things. It also allows you to perform A/B tests so you can fine-tune your strategy.
• Others. Mailrelay gives you the option to create and update subscription forms and landing pages. It also serves to send transactional emails. It also offers the possibility of using different senders.

Sendgrid

SendGrid was acquired by communications company Twillio in 2018. It specializes in sending transactional emails at scale. Companies like Uber, Spotify, and Airbnb use SendGrid for their email marketing campaigns. 

However, this email marketing app is not just for established companies, as it also has a free plan that is perfect for those just starting out. Especially since the number of emails it allows you to send is somewhat limited: 6,000 per month, with only 100 contacts.

• How it works and how to edit. SendGrid features a dynamic, easy-to-use drag-and-drop email editor. It includes customizable templates, as well as the option to design in HTML.
• Automation. The free version of this email marketing tool automates the sending of both one-off emails and drip campaigns.
• Personalization and segmentation. With this software, you can segment your contact base into lists, either automatically or manually. Through the Contact API, lists can be updated in real-time.
• Integration with other tools. Sendgrid supports integrations with programs such as Google Cloud, WordPress, Agile CRM, Microsoft Azure, Lytics, and others.
• Analytics. One of the strengths of Sendgrid’s free plan is its data analysis offering. It records deliverability and bounce rates, unsubscriptions, the number of clicks and messages opened only once, as well as spam. It also retrieves data on the browser used and geolocation. It also allows you to create subscription forms, preview your emails and perform A/B tests. It includes a spam test that, in its free version, tests up to 3 emails. Testing credits can be purchased separately.
• Others. This email platform allows for transactional emails, even in its free version. While its free plan doesn’t offer a dedicated IP or an email validation tool (for this, the Pro and Premier plans are required), it does allow you to authenticate your domain.

Email Octopus

Even though it automatically adjusts the cost of its paid plan, the free version of this email marketing app is one of the best. It certainly has some limitations, such as the number of contacts, not being able to remove the Email Octopus branding from the emails, allowing only one user per account, or reports being available for 30 days. However, it has the same features as its paid plan (including email sequence automation). Let’s see what they are:

• Operation and editing. Email Octopus has a simple interface. It uses a drag-and-drop editor, but also supports the option of creating emails with HTML. It also offers pre-designed and customizable templates that adapt to different screens.
• Automation. One of the advantages of this tool is that it allows you to automate up to 3 email sequences. Each one has a maximum of 5 steps and is adapted to the characteristics of your contacts. It is also possible to send specific emails automatically.
• Personalization and segmentation. Email Octupus, in its free version, allows you to store up to 10 data fields about your customers and tag them based on them. Its paid version supports up to 50 data categories. 
• Integration with other tools. This tool can be integrated with Google Analytics, Zapier, and Make. It also includes an API for other integrations.
• Analytics. Tracks, among other things, when each contact opens your emails and the number of clicks they make. However, as mentioned, these reports are only available for 30 days.
• Others. Email Octopus’ free plan gives you the ability to create up to 3 landing pages and subscription forms. It also allows you to incorporate your domain into the email address.

SendPulse

Like Email Octopus, SendPulse ’s free plan excels at its automation features. While it has some limitations compared to its paid plans, it’s perfect for businesses just starting out. The same goes for those looking to nurture a moderate customer base. What’s on offer? Up to 15,000 emails per month, with a base of 500 contacts, 3 email addresses, and a domain. Other than that: 

• How it works and how to edit. SendPulse makes it quick and easy to create responsive emails with a drag-and-drop editor and over 130 customizable templates.
• Automation. It has the Automation 360 tool that allows you to create automated message flows. These are triggered by contact actions and include registration emails, feedback, customer reactivation, abandoned carts, post-purchase emails, and more. With the free plan, you can design up to 5 sequences and an event with 50 elements. In paid plans, the number of sequences ranges from 10 to unlimited.
• Personalization and segmentation. Automation 360 is also used to filter your campaigns and segment your contact base with tags. However, for advanced segmentation options, a paid plan is required.
• Integration with other tools. To provide a more comprehensive service, SendPulse can integrate with other marketing software. Some of them are Google Analytics, WooCommerce, Facebook Lead Ads, Agile Forms, Shopify, Amazon, Sclack, PayPal, and Typeform.
• Analytics. It offers data on deliverability, opening, conversion and unsubscription rates. It uses tools such as Google Analytics for this. In its paid versions, it offers the option to carry out a complete set of A/B tests.
• Others. This email marketing platform allows you to send up to 12,000 transactional emails with its SMTP API, in its free plan. It also allows you to create subscription forms and a website with a maximum of 50 pages, 10,000 visits per month and 100 MB of storage. Another of its strong points is that it includes a contact verifier that accepts, for free, up to 100 emails. 

Tips for choosing the right email marketing tool for your business

You already know what to look for in an email marketing tool and which platforms are the best. Now, let’s look at how to choose the one that’s best for you.

Identify your business needs

One thing to consider when choosing an email marketing tool is determining exactly what features you need. Platforms like SendPulse, for example, are ideal for startups. On the other hand, Mailchimp’s Premium plan or Moosend’s Enterprise plan are suited to large companies with an email marketing team behind them.

What factors do you need to consider when selecting the email marketing tool that best suits your needs? Let’s take a look:

• Marketing objectives. It’s important to ask yourself what you want to accomplish through your email marketing platform. Transactions? Generating new leads? Communicating news? Once you know that, you can determine what features you’ll need to accomplish that and choose an app that offers them.
• Automation. If you know you’ll need advanced automation features (like nurturing campaigns or abandoned carts), make sure you can run them with the platform you choose. Short on time to write? Check to see if your email marketing app includes a content builder. 
• Reporting and analytics. Make sure that the platform or plan you choose can retrieve and analyze data that will help you evaluate your campaign and adjust it accordingly, if necessary. Don’t forget to check that it allows you to integrate with the tools and applications you are working with.
• Personalization. Considering the segmentation capabilities of an email marketing tool is crucial… Not to mention the customization options it offers. Is it possible to create dynamic, segmented content? Can you only include the customer’s name or modify pre-designed templates? What data does it work with? Try not to hire the services of an email marketing platform before answering these questions!

Evaluate the available budget

Taking into account the available budget is also a very important issue. First of all, it is not advisable to choose an email marketing tool that you cannot maintain in the long term. If you think that to do so you will have to compromise your investment in other areas of the business at some point, this platform is not for you. The ROI of email campaigns is high, yes, but it is not a question of speculation.

Another option that is always worth considering is prepaid plans, offered by tools such as Mailrelay, Sendgrid and Moosend. You can also consider choosing a platform that determines the cost based on the number of contacts or emails. This way, you will be sure to pay only for what you need. 

Once you’ve determined which email marketing platforms offer you the best price-to-feature ratio, it’s time to decide on one. How do you do that? Read user and expert reviews, research which companies use them, and finally, give them a try.

Try before you buy

As you may know, the best email marketing tools usually offer trial periods or free plans. These allow you to try out specific plans and access more or less basic features. However, they are enough to give you an idea of ​​how your email campaigns will develop if you choose a specific email platform.

It is best to try out various tools and analyze, among other things:

• How it works. Is it intuitive? Easy to learn? Does it offer all the features you need?
• Value for money. How much is it worth paying for this platform? Is its free plan better than others?
• Metrics. It is worth trying out email marketing tools that include data analysis in their free or trial plans. Another option is platforms that allow you to integrate apps like Google Analytics to measure their performance. This way, you will know exactly:
  • How good is your deliverability?
  • Your bounce rate.
  • How email marketing affects your customers’ interaction with your business.

Once you determine what each tool really does for you, you can make an informed decision about which email marketing platform is best for you.

Common mistakes when using email marketing tools and how to avoid them

To err is human, and although email marketing tools certainly aren’t, those of us who use them can make mistakes from time to time. When auditing email campaigns, we realized that there are mistakes that are repeated more than others. As prevention is better than cure, let us tell you what they are and, above all, how you can avoid them.

• Not cleaning up your contact database. You probably know (because you’ve done it) that many people delete promotional emails without opening them. Keeping these types of contacts is detrimental to your email campaigns. Not only because you’re paying for “customers” who don’t generate any profits, but also because this can affect the deliverability of your emails. How can you prevent this? Regularly remove very, very inactive customers from your contact lists or those who don’t pass verification tests. Or, even better, look for an email marketing tool that incorporates this functionality.
• Use non-responsive designs. Nowadays, we use computers less than cell phones. Whether or not your email adapts to a smaller screen can be the difference between a conversion and your contact base unsubscribing. To avoid this, try using templates with responsive designs. Previewing your emails on different screens, or segmenting your contacts according to the device they use most are also strategies to follow.
• Not having a clear CTA. The call to action is what tells your customer how to react to the email. It’s those buttons that say “subscribe” or “buy” and that usually appear at the bottom of emails. Scroll up a bit and find the image of Ver’s email. Do you see those blue buttons that say “buy”? Well, those are the CTAs, and in this example, they couldn’t be any clearer. Just as it should be.
• Sending too many emails. Saturating your contacts’ inboxes is never the way to go. If you use a web-based messaging service, we don’t need to explain why. But if you have any questions about this, let us know in the comments and we’ll be happy to answer. How to avoid sending too many emails? Easy (say it, don’t do it): have a well-designed mailing campaign and don’t send emails just for the sake of it.
• Not analyzing your performance. Studying the bounce, deliverability, opening and click rates of your emails is crucial to optimize your campaigns 100%. Why? Because this data is a solid basis for evaluating whether a campaign works or not, in a more comprehensive way than if you only consider the number of sales generated. Serious digital marketing companies always work with data. And, even if you are not a marketing company, this is what you have to do to achieve optimal results. How to avoid this mistake? Well, as you can see, the best email marketing tools include comprehensive analysis among their functions. Take advantage of them!

Best email marketing tools: we close in 9

Let’s review the best email marketing applications that offer features that suit different types of companies (large, small, international, etc.) and users (with or without knowledge on the subject). Therefore, it is necessary to:

• They have an intuitive and easy-to-use interface.
• They offer comprehensive automation and segmentation options (key to a successful email campaign). 
• They include features to measure the performance of your campaigns.
• They offer integrations with external software to expand their field of action.

The 8 email marketing tools we reviewed above meet these requirements. With them, it is possible to develop a total mailing campaign to a greater or lesser extent. What do we mean by this? A campaign that helps you capture contacts, convert them into clients and, if they are already clients, keep them active. Have you already tried doing it with any of these tools? Tell us about your experience. We want to hear from you!

Of course, good software is not always a guarantee of a perfect campaign. Sometimes, the problem is the time you have available. Sometimes, it is the design of an effective strategy. And other times, you want something out of the box… something professional-grade.

The 8 best tools are actually 9. Because when email marketing applications are not enough, you can always turn to the services of a professional who will accompany you in the process of maximizing your web marketing campaigns… Or, better yet, to the services of a team of professionals who will help you achieve your goals in a creative and comprehensive way.

At Enjoy Minder you will find the team you were looking for. We are committed and trained professionals: designers, strategists, analysts, and much more. We guarantee, at all times, a quality service. Our strategies are backed by data and seek to take advantage of all the possibilities offered by web marketing. Count on us to bring your emails close to your audience. Exactly where they should be. 

Tell us how we can help you with your email marketing campaigns. Are you looking for something more comprehensive? We are with you on every front, supporting you step by step, channel by channel: SEO, social media, online advertising and web design. Do you need anything else?