18 Best Email Marketing Software Services [Free and Paid]

You’ve run a few email campaigns, and got some good feedback. Or maybe you’ve just launched your company newsletter. No matter what messages you send out, it can be a lot easier using email marketing software.

Email marketing is still the go-to medium for communicating with customers and prospects. In 2019, 78% of marketers saw an increase in email engagement. They also generated an average of $42 for every $1 spent (4,100% ROI).

A big part of this success depends on email marketing software. The single tool can help you easily collect, communicate, and grow with your audience.

Read on to see whether or not your company needs an email marketing service, and what main features to look for. We also share our 18 top recommended email marketing software tools to launch your next campaign.

First, what is email marketing software?

(Or skip straight to the software tools.)

Email marketing software goes far beyond just sending email. It’s basically any software tool used to create, send, test, and/or monitor your email campaigns.

If you’re sending emails to groups of people (i.e., newsletter subscribers, members, partners), you’ll want more than just an individual email account.

Bulk emails involve a lot of steps: segmenting audiences, designing emails, setting schedules, checking feedback, and more.

An email marketing service can make your manual workflow much easier. Plus, most platforms provide performance data and analytics that can help improve your campaign.

If you’re not using any email marketing service, you may be falling short on your campaign’s full potential.

Key features of email marketing services

Looking at today’s best email marketing services, you’ll notice many share similar features: a drag-and-drop email template builder, mailing list segmentation, automated drip campaigns, etc.

The main differences are usually the ease of integration (can it connect to a CRM or other tools), and learning curve (is it intuitive or does it require intensive training).

Here are some features to look for when choosing email marketing software:

• Email sending limits: The exact limit depends on your plan, but it’s important to find an email marketing service that doesn’t limit your growth. Look for companies that allow you to easily upgrade to a higher plan as you grow.
• Email builders and templates: How will your email look? Many email marketing services include easy drag-and-drop email builders and customizable email templates. These allow you to create beautiful emails across all desktop, tablet, and mobile.
• Mailing list management: Send subscribers exactly what they want by segmenting your audience. As your mailing list grows, you’ll want to create segments in order to organize and optimize your email marketing efforts.
• A/B testing tools: As you continue to send out emails, you’ll want to test which messages work best (i.e., different subject lines, different days/times sent, CTA copy). This advanced feature will help you create the most effective email campaigns and improve audience engagement.
• Email marketing features: There are many other features to look for in email marketing software: merge tags (for email personalization), autoresponders (for drip email campaigns or quick response), or the ability to create surveys. Also check if the software offers hosted or embedded signup forms so you can invite subscribers right away.
• Integration and plugins: Email campaigns are one piece of your overall marketing strategy. It’s good if the tools used for email campaigns can integrate with your other business applications (i.e., CRM, ecommerce, social media, analytics).
• Analytics and reports: Get insights about your messages, campaigns, and audience. The important metrics are open rates, CTRs, geolocation, how long a reader stays on your email, etc. Some tools will track your data in real-time so you can see audience actions as they occur.

Do you need email marketing software?

All businesses can benefit from email marketing software. Even if you don’t have a regular email newsletter or content, emails are a great way to promote sales, events, and connect with your customers.

The key, however, is to select email marketing software appropriate for your business needs. With so many options available, it can be easy to end up with a tool that includes features you don’t even use.

Take a look at your current email marketing strategy. Consider how it might change in the next year or two. Then, choose a software tool that fits your plan.

Maybe you want to focus solely on emails asking for referrals. Or looking to engage customers through channels other than email. In that case, we offer you a few other alternative software tools:

• Tools to help you with referral marketing
• Software for all stages of digital marketing
• Communicating with your brand ambassadors
• Communicating with influencers for your brand

Our evaluation criteria

Note: The software is not listed in any order of rank or recommendation. Our aim is to put together a complete source of email marketing software, and give a clear picture of all the available options. Prices are generally based on annual billing, and may change depending on the payment plan you choose.

18 best email marketing software