Tips and Tricks on How to Choose the Best Email Marketing Software for Your Business

Email marketing is far from dead. About 80% of small and medium-sized businesses say that email is their most important digital marketing channel for customer retention and acquisition.

The problem with email marketing is that it’s hard to be consistent. If you want to take full advantage of email marketing, you need to have the right email marketing software.

That will help make email marketing easy and effective. How can you choose the best email marketing software for your business?

Read these tips to learn how.

1. See the Big Picture

You need to see the big picture so you know where email marketing fits into your overall digital marketing strategy. According to, a digital strategy can increase conversions by 77%.

When you know your strategy and the role that email plays, it’s much easier to find the right email marketing tool. You can leverage that tool to get more leads and sales.

2. Automation

Email marketing is so effective because you can automate sequences based on user behavior. For example, someone can sign up to your list because they wanted to download a free guide.

You automate a few emails and then offer a discount on a product. That encourages the customer to make a purchase. You just automated your sales.

Some email marketing tools have this feature available on paid plans only. Others have this feature available for free.

3. Deliverability

The last thing you want is for your emails to go right to someone’s spam box. There are some email marketing tools that have a reputation for delivering emails that hit inboxes quickly.

There’s no way to guarantee deliverability. Your best defense is to read reviews and ask for referrals.

4. Additional Features

What are your business needs? Do you need your email marketing software to integrate with your website? You might need pop-up forms or a CRM.

You might want to segment users for a more complex funnel. In that case, you can send different emails to people who opened your email and those who didn’t.

One other feature is the user interface. Some email marketing tools have a simple interface that makes email marketing easy. That’s what you want to have for your business.

5. Pricing

The cost of email marketing software does vary between providers. If you’re just starting out with email marketing, look for software that is free for lists under 1,000 subscribers and still has the features you need.

If you have a sizable list, your costs could be anywhere from $15 a month to $200 a month. It depends on the provider, the features you need, and the size of your list.