Advertiser Disclosure
Advertiser Disclosure: Our unbiased reviews and content are supported in part by affiliate partnerships, and we adhere to strict guidelines to preserve editorial integrity.

Email Marketing Software Reviews

buyers guide
Sort By
  • Benchmark Email Review

    Read Review Visit Site

    Pros Good customer service Easy to use Advanced features Cons Buggy Poorly designed UI Overview For many an evening in 2004, three people sat around a single desk in a small medical office — an office which served as the group’s conference room, lunch room, and idea hub. Backed by a small programming team in […]

  • ActiveCampaign Review

    Read Review Visit Site

    Pros Numerous features Excellent automation tools Integrated CRM tools Cons Steep learning curve Expensive for small businesses Overview ActiveCampaign is a versatile email marketing service with a powerful suite of reporting and automation tools. Founded in 2003 by CEO Jason VandeBoom, ActiveCampaign’s mission has always been to bring automation to email marketing, without losing the […]

  • AWeber Review

    Read Review Visit Site

    Pros Easy to use Numerous templates Good customer service Customizable feature set Cons Poorly-designed user interface High monthly cost Overview AWeber Communications has been around since 1998, when it was founded by entrepreneur Tom Kulzer. Over the past 16 years, the company has grown to include 110 employees and moved from Kulzer’s apartment to a 71,000-square-foot […]

  • Campaign Monitor Review

    Read Review Visit Site

    Pros Easy to use Good customer service Advanced features Cons Over-complicated pricing plans Limited features Limited integrations Overview Campaign Monitor arose as a solution to a problem encountered by undergraduate web designers Ben Richardson and David Greiner: they couldn’t quite find what they were looking for in the existing email marketing tools. In 2004, they […]

  • Campaigner Review

    Read Review Free Trial

    Pros Affordable monthly cost Powerful automation features Good customer support Cons Credit card required for free trial Clunky email builder Overview Campaigner has been in operation for more than seven years, and from the beginning, it has been about providing a quality, affordable tool that works for both beginners and professionals. Parent company J2 has […]

  • Constant Contact Review

    Read Review Compare

    Constant Contact is one of the most popular email marketing service providers, and for good reason. This ESP is ideal for new businesses looking for strong email marketing features and list-based pricing.

  • Drip Ecommerce CRM Review

    Read Review Compare

    Drip is a well-designed, easy-to-use, and effective email marketing and CRM tool. Be wary of the high monthly cost and the few areas of concern in terms of usability and functionality.

  • Emma Email Marketing Review

    Read Review Compare

    Pros Easy to use Good customer service Well-designed UI Numerous templates Cons High monthly cost Limited feature set Overview We all know a girl like Emma: quiet, organized, meticulous, prone to wearing hipster glasses. What we may not know is how Emma functions as an email service provider (ESP). In 2005, Emma was founded far […]

  • GetResponse Review

    Read Review Visit Site

    Pros Easy to use Numerous features Good value for money Cons No refunds Fair customer support Overview GetResponse, one of the older email marketing programs on the market today, remains a strong product with a lot to offer. In its early years, the company operated exclusively in the European market; however, over the past decade, […]

  • iContact Review

    Read Review Compare

    Pros Low monthly cost Good customer support Easy to use Cons Unsuited for large businesses Limited feature set Overview iContact’s focus on small businesses helped set it apart from the more complex automated programs built with the career internet marketer in mind.  Since its founding in 2003, iContact has been one of the key players […]

What is Email Marketing Software?

We’ve all seen them. Those “sign up for our newsletter” buttons on the web pages of our favorite companies, hanging out in the margins begging for our attention. But when you click and fill in your email address, do you consider what happens next? I can’t blame you if you don’t. I always used to assume it just went to some kind of address book in somebody’s Gmail account.

I couldn’t have been more wrong.

In its simplest form, email marketing software allows you to create beautifully designed emails, build lists of subscribers, and engage with your clients/customers on regular basis. At its most complex, email marketing software can become a powerful tool, tracking when and where your customers visit your website and automatically prompting them toward products they are likely to purchase.

There is a lot of variety when it comes to email marketing services, and it can be easy to get pretty overwhelmed by your options. Let’s take a look through what you can expect from this kind of software.

How Can Email Marketing Help Your Business?

At a foundational level, email marketing will inform potential customers of the capabilities of your business. That in and of itself is a good thing! However, there are a few other things that email marketing can do for you:

  • Communicate newsAre you in a field where you regularly develop new products? The answer is almost certainly “yes”; nearly every industry that deals directly with the public does some kind of R&D, whether you are a baker, a barber, or a tech developer. Email marketing is a great way for you to inform your customer base about new products or services that are coming down the pipeline.
  • Automate marketing processes: Most email marketing services available these days offer some form of automation. Basically, this means that you will write a few pre-determined emails (to greet new customers, etc) and let the software do the rest.
  • Design beautiful emails: One of the biggest ways email marketing services are superior to just sending stuff from your own email inbox is that they add a graphic design component into the mix. While it often pays to know a bit about aesthetics with these email editors, they are still capable of delivering far more than your basic email message with only a little effort.
  • Convert “maybes” to “yesses”: While this is by no means a universal feature yet, many email marketing providers offer features that track the activity of visitors to your website and send prompting emails about relevant products to browsing customers.

Common Features to Look For

Do all email marketing services offer the same exact features? No. Are there still broad similarities between competitors? Absolutely. Here are a few of the must-have features you should look for when picking your email marketing provider:

  • TemplatesThis is one feature I find pretty much essential in an email marketing service. Most providers have a library of templates for you to choose from, customize, and fill with information about your business. You can select one template to use every time, or pick a different one whenever you write a new email if you like to keep things fresh. Regardless, it is nice to have a foundation to build from when creating your emails. The fact that these templates are designed to be visually appealing doesn’t hurt either.
  • Analytics: If you are going to pay for one of these services, you want to make sure it is actually helping your business. A great way to find what needs to be improved is the analytics feature offered by most email marketing providers. Analytics can do everything from telling you how many subscribers actually opened your email to letting you know how many purchases were made after clicks on links in your carefully crafted messages. This data can also tell you if people are unsubscribing and if anyone has complained about the amount or kind of emails you are sending.
  • A/B Testing: This feature allows you to create variations within your emails (email A and email B) and then track which version performs better. Pair this feature with the analytics I mentioned above and you are primed to learn what your subscribers and customers want in (or expect from) your emails.
  • Customer Tracking: This relatively advanced feature, while not available from every provider, is nonetheless worth the mention here due to its pretty astounding possibilities. If you choose to pay for this feature, your email marketing software will track your subscribers’ activity and send them personalized content based on their preferences. Needless to say, this one takes a bit more work on your part, but if you can figure out how to budget time for the new content you will need to create, it could well be worth it.

How Much Will It Cost?

This is really the operative question, isn’t it? No matter how attractive the features, no matter the boon it may provide to your business, you have to first be able to pay for your email marketing software. Prices in this field can vary wildly, so let’s take a look at what can influence the final price tag:

  • Number of EmailsEmail marketing software providers price their products in a variety of ways, but one of the most common is based on how many emails you plan to send each month. Obviously, the more emails you want to send, the more expensive your monthly bill. Typically, email numbers start quite small, in the low hundreds. The price tag for those is also pretty small, usually less than $20/month. However, some providers offer the ability to send millions of emails per month, and those plans are usually priced in the thousands.
  • Number of Subscribers: On the other side of the coin, most providers also offer a plan based on how many subscribers you have. The choice between the two plans is usually based on how you are planning to use your email marketing program. If you intend to send tons of emails, it is probably best to go for a subscriber plan; that way, your emails are not limited by price. On the other hand, if you plan on sending one or two messages a month, it is probably best to grab an email-based pricing plan.
  • Features: Obviously, in order to get some of the fancier toys I mentioned earlier you will have to shell out more cash. In particular, high-level customer-tracking analytics comes at a hefty cost. On the other hand, email editors, analytics, and some forms of automation are pretty much standard, so getting access to those features is usually not locked behind a paywall.
  • Staff Logins: Depending on the size of your business, you may need to employ more than one person to keep tabs on your email marketing. Most providers charge extra for multiple login profiles, so keep that in mind as well.

Choosing A Specific Email Marketing Provider

Now that you know generally what email marketing software can do, which features to look for, and what type of pricing you want to go with, it’s time to start looking at specific providers. Our top-rated email marketing software reviews can be found above. If you want a bird’s eye view of the industry, check out this simple comparison of the best email marketing software on the market today.


Featured Offer: We Recommend QuickBooks 🎉

Take QuickBooks Online for a spin with a free trial!

Try QuickBooks Today

Learn More About Our Top Pick 🏆

Payment Depot is our #1 choice for credit card processing!

We love Payment Depot's predictable pricing and excellent service.

Learn More At Payment Depot

Want To Find The Perfect Business Credit Card For You? 🎁

Check out our partner CardRatings to find the right card for your credit score!

CardRatings will help you filter your card options and make comparisons. 👌

Compare Your Options

At CardRatings

Learn More About Our Top Pick 🏆

Lightspeed is an iPad POS perfect for retail and restaurants!

Visit Lightspeed to see all the features you're missing!

Learn More At Lightspeed

Learn More About Our Top Pick 🏆

Lightspeed is an iPad POS perfect for retail and restaurants!

Visit Lightspeed to see all the features you're missing!

Learn More At Lightspeed

⭐️ Featured Promo! ⭐️

Sign up now and qualify for a limited time deal!

Standard Plan: One month free ($29.95 value)
Plus Plan: Two months free ($159.90 value)
Pro Plan: Three months free ($899.85 value)

Learn More

At BigCommerce

Featured Offer: Need Help Picking the Best Lender? 💵

Lendio is a marketplace service that provides multiple custom quotes side by side!

It's free to use! Try it out and find the best rate today. 👌

Sign Up At Lendio

Featured Free Trial: We Recommend Intuit Online Payroll 🎉

Take Intuit Online Payroll for a spin with a free trial!

Try Intuit Today for Free

Featured Offer: Need a User-Friendly POS at a Reasonable Price? 💵

ShopKeep is an iPad POS perfect for small businesses!

Get a demo today! 👌

Learn More At ShopKeep

Our unbiased reviews and content are supported in part by affiliate partnerships, and we adhere to strict guidelines to preserve editorial integrity. The editorial content on this page is not provided by any of the companies mentioned and has not been reviewed, approved or otherwise endorsed by any of these entities. Opinions expressed here are author’s alone.