A guide to select the right Email Marketing Software for your Business

Select right Email Marketing Software

Email marketing is considered to be one of the most influential methods of digital marketing as it can promote your business on a large scale. It can be used to send automated emails about your product or updates on the existing product, which makes it a direct point of contact to reach potential customers. 

Implementing the right marketing strategy alone is not going to bring out any fruitful results. For the strategy to work successfully, it is important to select the best email marketing software.

Email marketing software can be absolutely effective in so many ways as it can provide tools for promotional activities, grabbing customer’s attention on special occasions, calculating marketing return of investment (MROI). It can also be integrated with existing CRM and solutions and can gain meaningful customer insights. 

More than 86% of the businesses prefer email as their primary mode of business communication.

Selecting the right email marketing software provider that is best suited for your business is a crucial task. Below are some of the essential factors to consider when selecting an email marketing software provider.

  • List segmentation
  • Automation
  • Scalability 
  • Flexible pricing
  • Deliverability and readability  
  • User-friendly platforms

List segmentation

There is a wide range of variations in the category of customers such as long-term customers, new customers, geographical location, gender, age, etc… So, the marketing approach towards the customers must vary with these characteristics. For instance, there is no point in promoting your product to an overseas customer if your product is confined within the borders of your country.

To send targeted emails for every segment effectively and gain customers, maintaining a subscriber list segmentation is a good idea. Also, the email marketing tool must seamlessly integrate with the existing CRM so that it can manage valuable customer data.

segmented emails bring about 58% of the revenue.



These days customers expect an acknowledgment mail, every time when they make a purchase. These kinds of emails maintain customer-engagement and improve the sales of your product. 

For small businesses that send over 1000 emails a day to their customers, a response email can be done manually by their employees. But when it comes to larger enterprises, this idea is not practically adaptable. Hence it is advisable to select an email marketing software provider that offers tools to automate email responses.


The needs of the customers keep changing and the businesses have to adapt themselves to the changes. The approach towards marketing also changes with the changes in the needs of customers, so that the companies can let their customers know that they offer the solution/product that they need. 

Nobody wants to switch from one EMS provider to another as it involves a lot of effort. This is why you have to make sure that the email marketing platform you choose is scalable and can accommodate your needs as your business scales up.


Flexible pricing methods

Many email marketing software providers offer free trials or freemium versions that are best suited for small businesses and startups. Whilst, some providers offer to price based on the number of users or subscribers. Most commonly, the providers offer a starting rate that increases if you scale up to the advanced/premium version. Based on the needs of your business, you can choose a suitable email marketing software provider.


Deliverability and readability

The most important step in the process of email marketing is to ensure email deliverability. To gain revenue from email marketing the email has to be delivered to the customer’s mailbox in the first place. If not, the email content will be not opened or clicked by the customer.

It is found that most customers prefer to use mobile devices to check emails rather than using desktops. This means that the templates offered by the provider must also be mobile-friendly or else the templates cannot be displayed properly. 


User-friendly platform

Choosing an email marketing platform that is complex to use will only slow down your marketing process as it will be very time-consuming. Before choosing an email marketing platform, do some research about the platform, ask the existing customers about it and read the reviews of the platform on trusted websites. Choosing a user-friendly email marketing platform will make your day-to-day digital marketing job a lot easier.

Businesses found that email marketing is highly influential than social media marketing.

Email marketing plays an important role in keeping your business up and running. So choose the right email marketing platform that offers tools to create a fluid, interconnected and undisturbed buying experience for the users. Email marketing also enables you to build relationships with the lead, existing customers and new customers. With the right messages, email marketing can be a powerful and effective marketing tool that can reach a wide array of customers.

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