7 Must-Have Features in Email Marketing Software

Looking for the best email marketing software? Here's what you need to know:

Easy-to-use automation tools
List management and grouping capabilities
Performance tracking tools
Mobile-ready design features
Integration with other business tools
Privacy and legal compliance features
Email delivery success tools

Key takeaways:

Good email marketing software boosts ROI: $42 return for every $1 spent
Personalized emails get 6x more transactions than generic ones
43% of all email opens happen on phones

Quick Comparison:

Software	Starting Price	Key Features	Best For
MailerLite	Free (1,000 contacts)	Easy to use, automation	Startups
Brevo	$25/month	Pay-as-you-go option	E-commerce
Constant Contact	$20/month	Easy templates	Small businesses
Mailchimp	$13/month	Lots of integrations	Content creators
ActiveCampaign	$15/month	Advanced automation	B2B companies

Choose software that fits your needs, budget, and growth plans. Most offer free trials, so test before you commit.

What Makes Good Email Marketing Software

In today's digital world, email marketing is still a powerhouse for connecting with your audience. But with billions of emails sent daily, your message needs to pop. That's where solid email marketing software comes in handy.

Good email marketing software isn't just about blasting out emails. It's about building real connections with your subscribers. Here's what sets the top platforms apart:

1. Easy-to-Use Automation

Automation is key for efficient email marketing. Look for software with simple workflow builders. Mailchimp, for example, lets you set up emails that trigger based on what your subscribers do. It's a time-saver and keeps your communication on point.

2. Smart Segmentation

Slicing and dicing your audience is crucial. ActiveCampaign shines here, letting you group people based on how they act, who they are, and how much they engage. This targeted approach can boost your transaction rates by 6x compared to sending the same email to everyone.

3. Mobile-Friendly Design

Almost half of all emails are opened on phones. Your software needs to make mobile-friendly emails a breeze. Campaign Monitor offers templates that look great on any screen size.

4. Clear Analytics

Data helps you make smart choices. Go for platforms with detailed reports on opens, clicks, and sales. GetResponse gives you the nitty-gritty on what's working and what's not.

5. Plays Well with Others

Your email software should connect smoothly with your other tools. Drip, for instance, links up nicely with online stores and customer databases.

6. Keeps You Legal

With rules like GDPR around, your software needs to help you stay on the right side of the law. Look for features like double opt-in and easy unsubscribe options. Zoho Campaigns has built-in tools to help with this.

7. Gets Your Emails Delivered

All your hard work is wasted if your emails end up in the spam folder. Platforms like Brevo use smart tech to make sure your messages land in inboxes.

When picking your email marketing software, think about what you need and how much you can spend. Many offer free trials or cheap starter plans. MailerLite starts at just $10 a month, while fancier options like Keap kick off at $299 monthly for the bells and whistles.

Pick a platform that fits your goals and can grow with you. As Dana Carr from Optimove says:

"The basis of email marketing is sending the right message at the right time to the right person."

Choose software that helps you do just that, and you'll be on your way to email marketing success.

1. Easy-to-Use Automation Tools

Email marketing automation is your secret weapon. It's about sending the right message to the right person at the perfect moment. Let's explore why user-friendly automation tools are crucial for your email marketing software.

Why Automation Matters

Picture this: You're sending personalized emails to thousands of subscribers automatically. That's automation in action. Here's the kicker:

Automated emails make up just 2% of sent emails but generate 42% of all email orders. They also boast a 42.1% open rate, 5.4% click rate, and 1.9% conversion rate.

These numbers show just how powerful automation can be.

Real Results from Real Businesses

Check out these success stories:

Amundsen Sports saw a 1010% jump in revenue-per-email with welcome emails, product abandonment, and cart recovery automations.
To'ak Chocolate boosted their email marketing revenues by 460%, with 39% coming from automated workflows.
Naked & Famous Denim's automated abandoned cart campaign led to a 4400% increase in revenue-per-email.

These aren't just numbers - they're game-changers.

Must-Have Automation Features

When shopping for email marketing software, look for these key automation features:

Trigger-based workflows
Segmentation tools
Customizable templates
A/B testing
Analytics integration

Jumpstart Your Automation

Ready to dive in? Here's a quick plan:

Pick a preset workflow (or build your own)
Set up behavior-based triggers
Use audience filters to customize your workflow
Tweak your email content and preheader
Add flow actions (delays, splits, A/B tests)
Consider other channels (SMS, push notifications)

The goal? Create a smooth, personalized experience for your subscribers.

What About Cost?

Good news: Automation doesn't have to cost an arm and a leg. Check out these budget-friendly options:

Omnisend: Free plan with 500 monthly emails. Paid plans from $16/month.
Brevo: Free plan allows 300 emails per day.
Zoho Campaigns: Plans start at $5 for 500 subscribers.

Pick a platform that fits your budget now and can grow with you later.

2. List Management and Grouping

List management is key to email marketing success. It's not just about collecting emails - it's about organizing contacts to send targeted messages that hit home.

Why It Matters

Good list management can supercharge your email campaigns:

Segmented campaigns get 100.95% higher click rates than non-segmented ones.
Email segmentation can boost email revenue by 760%.

These stats show why organizing your contacts is a big deal.

What to Look For

When picking email software, focus on these list management features:

1. Segmentation Tools

Split your audience based on different criteria. ActiveCampaign lets you use tags and lists to segment contacts, with a visual tool for adding tags.

2. Smart Lists

HubSpot's smart lists update automatically based on contact info. This keeps your campaigns targeting the right people.

3. Tagging System

ConvertKit uses tags for detailed segmentation, going beyond basic lists.

4. List Cleaning

Look for software that keeps your list clean. Brevo lets you filter out unengaged contacts, which helps your emails reach more inboxes.

How to Use These Features

Here's how to put these tools to work:

1. Segment by Demographics

Split your list by age, location, or job. A clothing store might send different promos to folks in hot vs. cold climates.

2. Segment by Behavior

Use tags to group contacts based on how they interact with your brand. SendX offers tools to categorize contacts by their actions.

3. Segment by Engagement

Create groups based on email engagement. You might have a "super fan" group for frequent clickers and a "win back" group for those who've gone quiet.

4. Segment by Purchase History

Group customers by what they've bought. This lets you send targeted product suggestions and upsell offers.

Pricing

List management features come at different price points:

SendX: $7.49/month for 1000 contacts
ActiveCampaign: $7.50/month for 500 contacts
HubSpot: Free for up to 2,000 emails/month, paid plans from $45/month
Mailchimp: Free for up to 2000 emails, paid plans from $10/month
ConvertKit: Free for up to 1000 subscribers, paid plans from $49/month

Pick based on your needs and budget. Many offer free trials, so you can test drive before buying.

3. Performance Tracking Tools

You can't improve what you don't measure. That's why performance tracking tools are crucial for email marketing. They give you the data you need to refine your strategy and boost results.

Key Metrics to Watch

Here are the vital numbers you should track:

Open Rate: How many people open your emails? Aim for 20-22%.
Click-Through Rate (CTR): How many click your links? Industry average is about 4%.
Conversion Rate: How many take action after clicking? For e-commerce, over 2% is good.
Bounce Rate: How many emails don't get delivered? Keep it under 2%.
Unsubscribe Rate: How many opt out? Stay below 0.5%.

Real-World Wins

Let's see how companies have used these tools to level up their email game:

1. Omnisend's Analytics Magic

An e-commerce company used Omnisend's tools and found their welcome emails had a 45% open rate, way higher than their usual 22%. They tweaked their welcome series based on this info and saw 30% more first-time purchases from new subscribers.

2. Klaviyo's Smart Insights

A fashion retailer used Klaviyo's AI-powered analytics to spot customers likely to leave. They created a special campaign for these folks and won back 15% of them, adding $50,000 to their revenue in just three months.

Make Those Tools Work for You

Here's how to squeeze the most out of your tracking tools:

Set Benchmarks: Compare your numbers to industry standards and your past performance.
A/B Test Often: Try different subject lines, content, and send times to see what works best.
Slice and Dice Your Data: Look at how different customer groups respond to your emails.
Team Up Your Tools: Connect your email platform with other analytics tools for deeper insights.

Don't just collect data - use it to make smart choices. As Dana Carr from Optimove says:

"The basis of email marketing is sending the right message at the right time to the right person."

That's exactly what these tools help you do.

What It'll Cost You

Prices vary, but here's a rough guide:

Basic tracking: $20-$50/month
Advanced AI features: $100-$500/month
Big-business solutions: $1,000+/month

Most providers offer plans based on your subscriber count and needs, so you can start small and grow.

4. Mobile-Ready Design Tools

In today's world, your email marketing software needs solid mobile-ready design tools. Why? Because over 60% of people read emails on their phones or tablets.

Let's break down why these tools matter and how to use them:

Why Mobile Design Matters

Check out these numbers:

41% of emails are opened on mobile devices
Mobile-friendly emails get 15% more clicks
80% of people will trash an email if it looks bad on their phone

Britt Kascjak from BlogPaws puts it well:

"By designing emails for mobile, you ensure everyone can leverage the valuable information that you are sharing regardless of the device they are using."

What to Look For

When picking email software, make sure it has:

Templates that adjust to different screen sizes
Easy-to-use editors (no coding needed)
Ways to preview your email on different devices
Tools to make images load faster on phones

Tips for Mobile Email Design

Here's how to make your emails look great on phones:

Keep it simple: One column works best
Make text bigger: 17-22px for body text, 22px+ for headlines
Use big buttons: At least 44x44 pixels
Speed it up: Shrink images and keep code light
Add white space: Makes reading easier on small screens

Real Examples

Some brands are nailing mobile email design:

TOMS stacks content on mobile with easy-to-tap buttons
The Met Museum puts product images first on mobile
Mulberry stacks photos and text on mobile for clarity

Picking the Right Tools

Here are some options to consider:

Tool	Cool Feature	Starting Price
Stripo	Tons of templates	$15/month
Postcards	Custom mobile tweaks	$24/month
Sender	Ready-to-use templates	Free plan available
GetResponse	Easy email creator	$15/month

Try a few out before you decide. The best one depends on what you need and how much you want to spend.

5. Connection with Other Tools

Your email marketing software needs to work well with other business tools. This connection can boost your marketing, simplify your work, and give you better insights into your customers.

Why It Matters

Connecting your email platform with other tools lets you:

Sync contact info automatically
Create campaigns based on customer actions
See the full customer journey
Automate your marketing

Key Connections to Look For

1. CRM Connection

Linking your email tool with your Customer Relationship Management (CRM) system is key. For example, connecting Salesforce and Campaign Monitor lets you sync contact details automatically. This helps you send more targeted, personal emails.

2. E-commerce Connection

For online stores, connecting your email software with your shop platform is a big deal. Take Mailchimp and Shopify:

It syncs customer data
Lets you create emails based on shopping habits
Sends automatic emails for abandoned carts

3. Event Management Connection

If you run events, look for email tools that work with event platforms. For instance, iContact can connect with Eventbrite through Zapier. This adds new event attendees to your email list automatically.

4. Website Connection

For businesses with a strong web presence, connecting to your website system is vital. WordPress users can use iContact's forms plugin to manage email forms right on their site.

5. Analytics Connection

Connecting with analytics tools can show you how well your emails are doing. For example, linking Google Analytics with your email platform can show you how your emails drive website visits and sales.

Real-World Example

Campaign Monitor uses its own tool to nurture leads from content downloads. They send a series of automatic emails to encourage people to use their email marketing solution. This connection between their website and email platform has really improved how they nurture leads.

Choosing the Right Connection

When picking email marketing software, think about:

How easy it is to connect
How many different connections it offers
If it can sync data both ways
If it can automate tasks between systems

As Roberta Phillips, a Marketing Manager, says:

"Your CRM and email marketing efforts feed into each other and enhance your sales and marketing campaigns as a whole."

6. Privacy and Legal Tools

Email marketers can't ignore privacy and legal compliance. Let's dive into why these tools matter and how they protect your business.

Why You Need These Tools

Email laws like CAN-SPAM, GDPR, and CASL have strict rules about customer data. Break these rules? You're looking at big fines and a damaged reputation.

Take GDPR: fines can hit €20 million or 4% of your global annual turnover (whichever hurts more). That's not a risk worth taking.

Must-Have Features

When shopping for email marketing software, look for:

Consent Management: Tools to get and record clear subscriber consent.
Easy Unsubscribe: A one-click unsubscribe link in every email.
Data Protection: Strong encryption and secure data storage.
Compliance Reporting: Reports that show you're following the rules.

Real-World Example

Here's how these tools work in practice:

"Proofpoint Essentials Email Security includes email encryption safeguards and advanced risk prevention features to protect against email-based attacks."

This tool locks down your emails and helps you stick to data protection laws.

What About Cost?

Good news: these tools don't have to cost a fortune. Proofpoint's starter package is just $1.65 per user per month. That's doable for businesses of all sizes.

Stay on the Right Side of the Law

Keep Your List Clean: Build your list organically with forms and lead magnets. Don't buy email lists - it's asking for trouble.
Document Everything: Keep records of how and when people joined your list. It's your safety net if questions come up.
Quick Unsubscribes: CAN-SPAM says you have 10 business days to process unsubscribe requests. Pick software that does this automatically.
Be Transparent: Include links to your privacy policy and physical address in every email. It builds trust and keeps you legal.

7. Email Delivery Success Tools

Getting your emails to land in subscribers' inboxes is make-or-break for email marketing. That's where delivery success tools come in handy. They help keep your messages out of spam folders and prevent them from getting blocked.

The Inbox Challenge

Here's a sobering stat: 1 in 6 emails never reaches the inbox. That's a lot of wasted effort. A good deliverability rate should hit at least 85%, with 98-99% being the gold standard. If you're below 70%, it's time to rethink your strategy.

Must-Have Features

When shopping for email marketing software, look for these delivery boosters:

Spam Checkers: These tools scan your emails for potential spam triggers.
Authentication Setup: Look for help with SPF, DKIM, and DMARC. These prove you're legit.
Reputation Monitoring: Keep tabs on how ISPs view you as a sender.
List Cleaning: Automatically ditch invalid or inactive emails to keep your list healthy.

Real Results

Charlie Wijen from Philips puts it plainly:

"We are clear there's a straight-line relationship between better inbox placement performance and Philips' program revenue. We also now have a deep understanding of what affects our deliverability and why, which has improved our engagement levels significantly."

Bottom line? Better delivery = more money.

Tool Options

Here's a quick look at some popular delivery tools and their starting prices:

Tool	Starting Price
Glock Apps	Free plan available
Mailgun Optimize	$49/month
Validity Everest	$20/month
ZeroBounce	$18/month
InboxAlly	$149/month

Boost Your Deliverability

Start with your most engaged subscribers when launching new campaigns. It builds trust with ISPs.
Stick to a consistent sending schedule. Sudden spikes can look suspicious.
Keep an eye on your delivery rates, opens, and spam complaints. Fix issues fast.
Clean your list every six months. Ditch the dead weight.

Software Options and Costs

Picking the right email marketing software can be tough. Let's look at some popular choices and their prices to help you decide.

Budget-Friendly Choices

If you're new or watching your spending, check these out:

MailerLite: Free for up to 1,000 subscribers. Paid plans start at $9/month.
Brevo: Free for 300 emails daily. Paid plans from $25/month.
Zoho Campaigns: Free for up to 2,000 subscribers. Paid plans from $3/month.

These tools give you the basics like automation and segmentation without costing a fortune.

Mid-Range Options

For growing businesses that need more:

Constant Contact: Starts at $20/month for 500 contacts. Includes templates and A/B testing.
Mailchimp: Free for up to 500 contacts. Paid plans from $13/month.
ActiveCampaign: Starts at $15/month for 500 contacts. Known for strong automation.

Big Business Solutions

For large companies with complex needs:

Salesforce Marketing Cloud: Starts around $400/month. Offers advanced features and AI insights.
Adobe Campaign: Custom pricing. Provides sophisticated campaign management.

Quick Comparison

Here's a snapshot of some popular options:

Software	Starting Price	Key Features	Best For
MailerLite	Free (1,000 contacts)	Easy to use, automation	Startups
Brevo	$25/month	Pay-as-you-go option	E-commerce
Constant Contact	$20/month	Easy templates	Small businesses
Mailchimp	$13/month	Lots of integrations	Content creators
ActiveCampaign	$15/month	Advanced automation	B2B companies

Prices often go up with more contacts or emails. Many offer discounts for yearly plans.

Charlie Wijen from Philips says:

"We are clear there's a straight-line relationship between better inbox placement performance and Philips' program revenue. We also now have a deep understanding of what affects our deliverability and why, which has improved our engagement levels significantly."

This shows why you need to think about more than just price when choosing software.

When picking your email marketing tool, think about:

What you need now and in the future
Features that fit your marketing plan
How much help they offer
If it works with your other tools

Conclusion

Picking the right email marketing software can make or break your campaigns. With hundreds of options out there, it's easy to get lost. But don't sweat it! Focus on what matters most to you, and you'll find the perfect tool to boost your email game.

Here's how to nail your choice:

Know What You Need

Make a list of your must-have features. Need top-notch automation? Killer segmentation? Mobile-friendly designs? Knowing this helps you zero in on the right options.

Money Matters

Email tools come with all sorts of price tags. Check these out:

MailerLite: Free for up to 1,000 subscribers, then $9/month and up
Brevo: 300 free emails daily, paid plans from $25/month
ActiveCampaign: Starts at $15/month for 500 contacts

Remember: As your list grows, so does the cost. Pick a tool that can grow with you.

Try Before You Buy

Most providers offer free trials or starter plans. Use them! Test the interface, features, and support before you commit. As Marisa Lather, Marketing Strategist, says:

"You're not just buying a tool; you're investing in a scalable communication strategy."

Deliverability is King

All the fancy features in the world don't matter if your emails end up in spam. Look for providers known for getting emails to inboxes. Tools like Glock Apps (with a free plan) can help you test and improve your email performance.

Play Well with Others

Your email software should connect smoothly with your other tools. Whether it's your CRM, online store, or analytics, good integration saves time and hassle.

Help When You Need It

Even user-friendly platforms can be tricky sometimes. Check out the support options. Look for providers with solid help centers, quick chat support, or dedicated account managers for bigger plans.

Think Ahead

The Venture Harbour Editorial Team nails it:

"Your email marketing tool is something you ideally don't want to change often, so it pays to choose a tool that offers what you'll need today and for the next few years."

Think about where your business might be in a couple of years. Can the platform keep up?

FAQs

What is the best software for email marketing?

Picking the right email marketing software boils down to what you need, how much you can spend, and how big your business is. Here are some top contenders:

ActiveCampaign: A powerhouse for automation. Starts at $29/month for 1,000 contacts. If you're into detailed segmentation and personalization, this one's for you.

MailerLite: Perfect for beginners or tight budgets. Free for up to 1,000 subscribers and 12,000 monthly emails. Paid plans kick off at just $10/month.

Brevo (previously Sendinblue): Great if you want to mix up your marketing channels. Free for up to 300 emails daily, with paid plans from $25/month for up to 20,000 emails.

Mailchimp: The name everyone knows. User-friendly and plays nice with other tools. Free for up to 500 contacts, paid plans from $13/month.

GetResponse: Solid choice for small to medium businesses. Offers automation, landing pages, and webinars. Starts at $19/month for 1,000 contacts.

When you're shopping around, keep these in mind:

How easy is it to use?
Can it automate your workflows?
Will your emails actually reach inboxes?
Does it work with your current tools?
Can it grow with your business?
What kind of support do they offer?