For many growing companies, an email marketing service provider is one of the first tools you need in a marketer's tool belt -- and for good reason. Email marketing is a quick way to engage with your leads and nurture them into loyal customers. It's also extremely cost effective, with some studies showing an ROI of up to 4400%.
As email service providers (or ESPs) continue to develop, features like A/B Testing, automation, and personalization have made the tools even more valuable to a marketer looking to engage with an increasingly fragmented audience.
And, in 2019, email marketing is just as essential as it's ever been.
But with so many tools available, where should you start? Which tool meets your business' unique needs? And how can you differentiate one tool from the next?
To help you choose the most powerful tool for your team, let's take a look at the best email marketing services on the market today.
Best Email Marketing Services
- Constant Contact
- Campaign Monitor
HubSpot's email tool is easy to use, has an extremely high deliverability rate, and has all the bells and whistles you'd expect to see within an ESP.
When creating an email, you can pick from one of many drag-and-drop email templates, or you can craft a custom template tailored to your brand. Once you've got your template, incorporating content is simple and intuitive.
You can also personalize your emails for different recipients based on device type, country, or list inclusion -- or use a simple personalization token to ensure that each email includes content that is specific to each recipient.
Plus, within HubSpot, you can preview an email as a specific recipient, on a specific device type, or within a specific email provider -- ensuring your email looks exactly how you want it to regardless of how your customer needs to view it.
When it is time to send, using the smart send feature will ensure that recipients receive your email at an appropriate time. Additionally, you can run A/B tests to compare different versions of an email to understand which one resonates the most with your audience. You also won't have to worry about deliverability -- HubSpot maintains a 99% deliverability rate across the network for all marketing email sends.
Outside of the email marketing functionality, HubSpot offers a wide range of reports on your email’s performance, letting you judge what is resonating with your audience and optimize your strategy accordingly.
You can report on something as broad as your overall email performance in Q1, or you can get granular and see how one particular lead is interacting with your emails.
In addition, HubSpot's automation platform makes it easy to scale your email marketing strategy, which will help you quickly turn leads into loyal customers.
Constant Contact is a popular email marketing service for many industries.
It comes with over 100 email templates that you can either use as is, or customize to meet your specific objectives.
Once your email looks good, you can easily schedule it to send to your contacts. In addition to drip email campaigns, you can also have emails go out at a regular cadence to celebrate specific events -- for example, you could have a regular email go out on each customer's birthday.
Constant Contact also makes it easy to manage your contacts.
Additionally, once a list is uploaded, bounces and unsubscribes are automatically updated. They also have "Plus" features that let you execute very specific types of campaigns -- such as a coupon offers, donation collections, or surveys.
Campaign Monitor prides itself in providing powerful, personalized email marketing tools that are simple and easy to use.
Their drag-and-drop email editor is intuitive, and the included analytics make it easy to optimize your email strategy and create targeted segments of your customers.
Personalization is key for campaign monitor. They use data to increase personalized content, and inform your list segmentation to boost your engagement. They also have a visual marketing automation tool so you can create unique customer journeys at scale.
On top of a great email tool, Campaign monitor has an extensive library of resources, helping you become a pro at email marketing.
iContact has been providing one of the best email marketing services available since 2003.
In the time since then, they've built out an easy to use email marketing tool that helps you and your team see results fast. While they have all the simple editing and automation features of other tools in this list, it's their support and customer services team that sets iContact apart.
Customers are paired with a strategic advisor, who helps you get your email marketing strategy right and find success with their tool.
They also have Social+ marketing consultants that will help boost your entire online presence through creative social posts that drive traffic to your site.
Although MailChimp has recently added landing pages and various ads tools, their email marketing service is still their claim-to-fame.
They have millions of customers in over 175 countries, and they use the data they collect off those customers to provide you with actionable insights to improve your email strategy. Their tools are flexible enough for an enterprise company, yet simple enough for someone just getting started with email marketing.
Best of all, MailChimp has over 300 integrations that help you match their tool to your business. By using these integrations to further personalize your marketing, you'll get the most out of your email strategy.
Aweber is an email platform built specifically for small businesses and entrepreneurs.
Their goal is to make it simple for people just getting started with email marketing to segment their contacts, design a professional email, and start nurturing leads. Customers have praised AWeber for its deliverability, and AWeber's deliverability team monitors their servers around the clock to ensure your campaign consistently reaches the customers' inboxes.
SendinBlue is a marketing software platform that sends more than 30 million automated emails and text messages every day. On top of email, they also have a forms tool that lets you collect new leads, which you can then segment into specific lists, and enter into email nurturing campaigns.
Not sure how to kick off your email nurturing campaign? No problem. SendinBlue has a Workflow Library that gives you access to a number of pre-made automation campaigns tailored to specific goals you might have. If you want to run a more nuanced email nurturing campaign, you can always create a campaign from scratch to meet your specific business needs.
By adding a CRM to their marketing tool, ActiveCampaign can help you surface the right leads to your sales team through tools like lead scoring. It also lets you serve up dynamic content within your emails, so you can send one email and provide a different experience to your contacts based on how you segmented them.
Autopilot differentiates themselves from the other tools in this list through their visual marketing tools.
Everything from their email editor to their automation tool is set up to work through a drag-and-drop interface that is intuitive and easy to use.
They also provide collaborative tools, which let your entire team work together effectively on an automation campaign. Using the 'annotate & collaborate' feature, you can quickly mark-up a customer journey and ask your team for feedback or assistance. You can also quickly share your work with your team, ensuring that everyone is on the same page before you start your campaign.
GetResponse is a marketing automation service that is available in over 20 different languages.
On top of email marketing and automation, they also offer a CRM, landing pages, and a complete webinar solution.
They offer over 500 templates to help you get started with email marketing, and also integrate directly with Shutterstock so you always have a library of creative options directly at your fingertips. Their drip campaign tool is managed through a calendar interface, allowing you to see exactly when you will be reaching out to your leads.
Ontraport offers a full suite of marketing automation tools -- including e-commerce functionality, which lets you sell directly to your customers online.
Their visual campaign builder allows you to create detailed campaigns to engage with your audience. Create your campaign from scratch, or tap into their marketplace where they offer dozens of the most common marketing campaigns for you to take advantage of, including abandoned cart nurturing, or webinar sign-up and follow-up.
Their platform also gives you insight into detailed reports that provide information on a number of different questions you might have on your pipeline, including what channels your best customers originate from, and how long it takes to convert a lead into a customer.
The Options Are Endless for Email Marketing Services
Most email marketing tools offer all the essentials needed to craft a basic email newsletter, but your options start to narrow down when you want better customization and deeper data analysis. As a marketer, you might want to consider combining your email marketing tool with a CRM, which will give you all the capability to power your entire customer experience.
Ultimately, for you, the best email marketing tool depends on your team's purpose and particular business needs.
Originally published Apr 18, 2019 7:00:00 AM, updated July 12 2019