The right email marketing software can make a big difference in helping you build an email marketing list for your business.

In addition, the best software will allow you to create beautiful newsletters, manage your subscribers, and track your results.

However, it can be tough to know which tool is right for you with so many options available.

In this article, I will go over the crucial factors to consider when choosing the best email marketing software and provide you with my top recommendations.

Let’s get right into it.

What Is The Right Email Marketing Software?

While there are tons of email marketing software providers, choosing the right one can be difficult.

The best way to start your search is by identifying your specific needs.

For some businesses, basic functionality, like the ability to create and send newsletters, is enough.

But if you are running a more complex operation with multiple lists and campaigns, you will need something more robust to handle those needs.

Whether you want to improve your marketing strategy or enjoy better customer relationship management, choosing email marketing services that offer those capabilities will be critical to the success of your business.

Types Of Emails

Before looking at the key features to consider when choosing an email marketing tool for your business, knowing what type of email you regularly send can also be a factor in your final decision.

The types of email campaigns that you send can be enhanced if you use the right tool for the job.

The following are some of the types of emails that one can send to their subscribers:

1. Transactional Emails

Before looking at the key features to consider when choosing an email marketing tool for your business, knowing what type of email you regularly send can also be a factor in your final decision.

The types of email campaigns that you send can be enhanced if you use the right tool for the job.

The following are some of the types of emails that one can send to their subscribers:

2. Direct Sales Email

Direct sales emails are sent to sell a product or service to the recipient.

They typically include a solid call to action and a sense of urgency to encourage the reader to take action.

3. Newsletter Emails

Newsletter emails are typically sent regularly (weekly, monthly, etc.) and contain updates about your company, information about new products or services, or helpful information related to your industry.

4. Autoresponders

Autoresponder emails are automatically triggered based on a specific time that passed from an initial trigger (such as joining an email list).

They are typically sent in a series and can be used to welcome new subscribers or customers, provide helpful information, or upsell products or services.

Now that you know the different types of email content you can send, let’s consider the key features when choosing an email marketing platform.

Key Features To Consider In Email Marketing Software

Here are the crucial features to consider.

Marketing Automation Features

An email marketing app specializing in automation will offer various features to streamline your email marketing efforts.

Email marketing automation tools can save you a lot of time by automatically sending emails to subscribers based on their specific actions (such as signing up for a newsletter or making a purchase).

The ability for email subscribers to automatically click on a link and unsubscribe from a mailing list is a vital email automation feature to consider.

According to various email marketing laws and regulations, this also needs to be in place.


As your business grows, so does your email list.

And with a more extensive email list comes the need for more sophisticated segmentation capabilities.

One can use email tools to divide an email list and send targeted content to specific groups of people – and not to others.

With segmentation, you can group your email subscribers based on specific criteria (such as location, age, gender, interests, etc.) and send them targeted content that is relevant to them.

This helps to ensure that your subscribers are only receiving content of interest to them, which can help improve engagement and click-through rates.

Landing Page Builder

Landing pages are a crucial part of any digital marketing campaign.

These pages should be designed with conversion in mind.

Being the pages that influence whether someone joins your email list or not, they need to be high-converting.

An email marketing tool with a landing page builder can help you create professional-looking landing pages without needing a web developer.

Having templates that use a drag-and-drop to build an opt-in page can be a valuable feature, as it allows you to quickly create landing pages without the need for a web developer.

Optimization is also something to consider when choosing a landing page builder.

The ability to A/B test different versions of your landing page can help you determine what works best for your business and your potential subscribers.

Ecommerce Functionality

Having set workflows created as part of your ecommerce marketing strategy can save you time and hassle.

For example, sending automated abandoned cart emails can help recover lost sales and boost your bottom line.

Ecommerce businesses looking for an email marketing solution should also consider the ability to send product recommendations and cross-sells.

The ability to segment your list based on purchase history can also be a valuable tool, as it allows you to send targeted content that is relevant to each subscriber.

It’s good to point out that WooCommerce, an eCommerce platform for WordPress, has a built-in email marketing solution.

This might be a solution to consider if your business deals in this industry.

Apps And Integrations

Small business owners use a wide range of apps and services to run their businesses.

When choosing an email marketing solution, it’s essential to consider how this marketing platform will play along with other tools you are already using.

For example, Salesforce integration is a common feature that quite a few email marketing software tools offer.

Integrating with popular CRMs, ecommerce platforms (including Shopify and WooCommerce), webinar software, and various payment processors can be a valuable feature in an email marketing solution.

24/7 Support

Success in the email marketing space depends on one’s ability to solve problems quickly.

And, when problems arise, it’s essential to have access to support that can help you resolve them promptly.

The best email marketing platforms will offer 24/7 customer support via phone, email, and live chat.


Sending targeted email marketing campaigns that reach your subscribers’ inboxes is essential to success.

The best email marketing platforms will offer a wide range of features to help ensure deliverability, such as IP warm-up, automatic suppression list management, and real-time deliverability monitoring.

Law Compliance Features

Most successful email marketing systems will offer a wide range of compliance features to help ensure that your email campaigns are compliant with the law.

The ability to add an unsubscribe link in every email and set up automatic unsubscribe functionality is an important feature to consider.

Ease Of Use

The best email marketing services will be easy to use, even for those with no prior experience.

Whether used by beginners or advanced users, the right platform should be intuitive and offer a wide range of features that one can easily access.

Smartphone Compatibility

A successful email marketing campaign is not only about creating great content but also about being able to communicate with your list while on the go.

The best platforms will offer apps for both iOS and Android devices and a mobile-optimized website so that you can manage your campaigns from anywhere.

Reporting And Analytics

Having precise business analytics and metrics is critical for any business owner.

And when it comes to email marketing, it’s essential to have access to detailed reports that show you how your campaigns are performing.

The ability to track open rates, clicks, unsubscribes, complaints, and even revenue generated from email campaigns can help you to fine-tune your email marketing strategy and ensure that your campaigns are as successful as possible.

Pricing That Fits Your Budget

Cost-effective marketing is essential for any small business owner.

The best email marketing platforms will offer a wide range of pricing options to fit any budget.

Many email marketing platforms will even offer a free plan for those with a small list or a limited budget.

The important thing is to find an email marketing platform that offers the features you need at a price that fits your budget.


Email marketing software offers an excellent opportunity for small businesses to scale their marketing efforts.

The best email marketing platforms will offer various features that can be scaled up or down as needed, such as automated email campaigns, drip campaigns, and segmentation.

While there are solutions that limit the number of emails that one can send, being able to send unlimited emails is an important feature to consider, especially as your business grows.

Options For Developers

While most email marketing tools are designed for those with no coding experience, some offer options for developers.

If you’re looking for an email marketing platform that offers more flexibility and control, consider a platform that provides API or integration options.

Cross-Channel Promotion

Whether you want to use social media marketing to promote your email campaigns or use email marketing to promote your social media campaigns, it’s essential to have the ability to do both.

Marketing features related to lead generation should always be considered part of a holistic approach to reaching one’s customers.

A/B Testing

Using A/B testing is an essential feature for any email marketing platform.

A/B testing allows you to test different aspects of your email campaigns, such as the subject line, sender name, content, and call to action – all to see which ones perform the best.

List Growth And Signup Forms

Your contact list is one of your most valuable assets – having inbuilt tools that give you the ability to grow your contact list is an essential feature in any email marketing platform.

The best platforms will offer a wide range of signup forms that can be customized to match your brand and placed on your website or blog.

Advanced features that can help with list growth include pop-ups, exit-intent forms, and various lead magnets.

Email Design

The audience that subscribed to your email list did so because they were interested in the content you have to offer – and there’s nothing wrong in delivering this content in the most visually pleasing way possible.

It’s essential to ensure that your email design is engaging and includes relevant images, videos, and CTAs.

Whether you are sending a welcome email or a promotional email, the correct email templates can make it easier to get your message across.

SMS Marketing Integration

The best email platform for your business could also offer SMS marketing features.

With SMS marketing, you can reach a wider audience with your communications.

And by integrating SMS marketing software into your email marketing campaigns, you can create a more seamless experience for your contacts.

The ability to follow up with contacts via text message can also help to increase conversions and sales.

Email Formats

Whether you want to send an email in HTML or plain text format, the email marketing solution you choose should be able to accommodate your preferences.

HTML emails offer the ability to add videos, images, and other multimedia content to your messages, allowing you to customize them to match your brand easily.

On the other hand, plain text emails are lighter and load up faster, which might be the better choice in some situations.

List Segmentation And Personalization

Audience segmentation and personalization are essential features in any email marketing solution.

With segmentation, you can send targeted messages to specific groups of people based on their interests, location, or other factors.

And, with personalization, you can add the recipient’s name or other information to the email to make it more relevant to them.

What Are Some Of The Most Popular Email Marketing Tools Around?

Wrap Up.

Email marketing software helps companies advance people through the customer journey quickly.

With email being both a top-of-funnel marketing activity that one should use to move people from awareness to evaluation and offer the possibility of being used in the backend to drive loyalty and customer retention, any business can benefit from utilizing an email marketing platform.

The best email marketing software makes it easier to create beautiful and practical emails, track engagement, segment audiences, and integrate with other marketing tools.

Startups, more established businesses, and enterprise companies should be using an email marketing service to nurture prospects and customers.

By knowing which features to look for, you can ultimately choose the best email marketing software for your needs.

Further reading on AdamEnfroy.com: Want to learn how to send cold emails to prospects in your business?

Check out my list of the best cold email software this year.

You can also read about the best Mailchimp software alternatives to consider.


Editorial Process:

Our reviews are made by a team of experts before being written and come from real-world experience. Read our editorial process here.

Some of the links in this article may be affiliate links, which can provide compensation to us at no cost to you if you decide to purchase a paid plan. These are products we’ve personally used and stand behind. This site is not intended to provide financial advice. You can read our affiliate disclosure in our privacy policy.

Sam Trabulsi

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