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Best Email Marketing Software and Services for 2022

Nicole Fallon
, Member
| Updated
Jun 24, 2022

Here are the best email marketing solutions for small businesses in 2022, including low-cost software and solutions for larger companies.
Best for Small Businesses
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Affordable plans for SMBs
Useful campaign features
60-day free trial
Best Bundled Solution
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All-in-one Starter bundle
Free "lite" versions available
Automatic personalization
Best for Growing Businesses
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Flexible, no-commitment plans
Free version
Unlimited contacts
Email Marketing Software with the Best Low-Cost Service
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Free plan for 250 emails a month
User-friendly interface
Automation features
Best for Planning Campaigns
Customizable to fit any sales cycle
Centralized client communication
Automated sales processes
Here are the best email marketing solutions for small businesses in 2022, including low-cost software and solutions for larger companies.

The Best Email Marketing Software

  • Email marketing software and solutions can help businesses plan, organize, automate, and track their internal and customer-facing email campaigns.
  • Businesses on a budget should consider an email marketing solution with both free and paid versions so they can scale up as their marketing needs grow.
  • When evaluating email marketing solutions, you should consider price, features, and your business's needs to make the best choice for your company.
  • This article is for business owners who want to use email marketing software to automate and improve their email marketing campaigns.

Numerous digital platforms can be used to reach customers today, but companies continue to invest in email marketing because it works. Studies have found that the most successful email marketing campaigns can bring in up to $44 for every dollar spent – an incredible 4,400% return on investment.

Unlike marketing channels like social media and blogs, email marketing creates a direct, one-to-one relationship with your subscribers when a campaign reaches their inbox. Email marketing software allows you to streamline and scale this process while measuring brand engagement. 

To help you find the best email marketing software for your business, we examined more than 100 solutions before narrowing down our top contenders. We looked for cost-effective programs with extensive features for planning, organizing, automating and tracking your email campaigns. We also searched for software with customizable templates to help you create marketing emails that best reflect your branding.

Below are our best picks and an overview of our selection process. Learn more about what to look for in email marketing software by reading our email marketing software buyer's guide.

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Compare Our Best Picks

Email marketing software Use case Starting price Free trial period Free version available Max contacts in standard plans Monthly billing option Live chat support A/B testing Automation features Campaign analytics
Constant Contact Small businesses $20 per month 60 days No 50,000 Yes Yes Yes Yes Yes
Salesforce Marketing Cloud Larger businesses $400 per month No No 500,000 Yes Yes Yes Yes Yes
Freshsales Suite Marketing integrations $19 per month 21 days No 5,000 Yes Yes Yes Yes Yes Planning campaigns Free N/A Yes N/A Yes No No Yes No
Benchmark Low cost Free N/A Yes 175,000 Yes Yes Yes Yes Yes
ActiveCampaign E-commerce $9 per month 14 days No 100,000 Yes Yes Yes Yes Yes
Sendinblue Growing businesses Free N/A Yes Unlimited Yes No Yes Yes Yes
Mailchimp Beginners Free N/A Yes 100,000 Yes No Yes Yes Yes
iContact Scalable option Free N/A Yes 50,000 Yes Yes Yes Yes Yes
HubSpot Bundled solution Free N/A Yes 15 million Yes Yes Yes Yes Yes

Our Reviews

Constant Contact Email Marketing: Best Email Marketing Software for Small Businesses

For the basic service, all you pay are processing rates. There are no monthly or annual maintenance fees.
The app, available for both iPhones and Android phones, includes a full suite of POS features.
Unlike other popular email marketing options, Constant Contact does not offer a free version.
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Constant Contact is our pick as the best email marketing service for small businesses. It has everything a small business needs to create effective campaigns, with affordable plans and easy-to-use tools. The plans let you send an unlimited number of emails, and prices are based on the number of subscribers on your contact list.

Constant Contact has two email marketing plans, Email and Email Plus. At a starting price of $20 per month, these plans can easily fit into the email marketing budget for most businesses. This company also offers the Ecommerce Pro plan for online retailers who want to leverage AI-powered email marketing solutions.

We like that each plan comes with customizable templates, contact management and list-building tools, popup forms, tracking and reporting features, an image library, a mobile app, a knowledge base, and support. We were also pleased with the 60-day free trial to test out Constant Contact's features (the free trial is limited to add 100 email contacts to your list).

Constant Contact is one of the easiest email marketing services to use. Its email editor automatically scrubs your website to find your logo, colors and social media profiles. Once it has this information, you can easily customize templates to fit your business. It has dozens of templates for you to pick from, and you can save your favorite templates to quickly create a new email.

Read Constant Contact Email Marketing Review

HubSpot: Email Marketing Software with the Best Bundled Solution

HubSpot offers a robust all-in-one Starter bundle to kickstart your inbound marketing efforts.
HubSpot has several free tools that allow you to access "lite" versions of its paid products.
The pricing and paid plan options for different HubSpot tools can be confusing and may be too extensive for a small business's basic needs.
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HubSpot is one of the best-known names in marketing software. Its product suite includes Marketing Hub, Sales Hub, Service Hub, and Operations Hub, all built upon its renowned CRM platform. The Starter CRM Suite includes all of these tools for the same price as the Starter Marketing Hub ($45 per month when you pay for a year upfront), making it an excellent bundled solution for your growing business's marketing needs.  

HubSpot's email marketing capabilities are part of its Marketing Hub. This software serves as an all-in-one inbound marketing solution that works in tandem with your email efforts to cover blogging, landing pages, lead management, social media, ads and marketing automation. Email marketing is also available as a stand-alone free tool, which comes with limited features from HubSpot's paid platform.

Like all the best email marketing solutions, HubSpot allows you to easily create effective email campaigns from a series of professionally designed, drag-and-drop templates. We like that HubSpot emails can be automatically personalized based on an email subscriber's stage in the customer journey, list membership, or any information in their contact records, so you can deliver the most relevant campaigns based on that individual user's behaviors and preferences.

With HubSpot's powerful reporting tools, you can gain deep insights on your campaign performance and subscriber data to help you craft effective campaigns that convert.


Sendinblue: Best Email Marketing Software for Growing Businesses

Sendinblue offers flexible, no-commitment pricing for growing businesses that want to pay only for what they send.
Sendinblue's free plan allows for unlimited contacts, and its prepaid email credits can be used anytime to increase your sends.
The free version only allows 300 email sends per day, which means a campaign meant for a larger contact list can't be executed all at once.
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Sendinblue's pricing is based on the volume of emails sent – in other words, you only pay for what you send. This attractive pricing model makes Sendinblue a great email marketing solution for growing businesses with variable email marketing needs. 

Sendinblue has four pricing plans, starting with a free plan and going up to an enterprise version. We found each plan supports an unlimited number of contacts and offers key features like a drag-and-drop email creation tool and customer segmentation. 

We like that the free plan allows you to send 300 emails per day to unlimited contacts and offers a mobile-friendly email designer, a template library, email personalization, SMS marketing, advanced contact segmentation, customizable signup forms, transactional emails, real-time reporting, and more. 

The Enterprise plan is based on a custom price quote and, in addition to all the features of the lower plans, offers access for at least 10 users, managed setup, priority customer support, a dedicated account manager, dedicated infrastructure, priority sending, and a single sign-on (SSO) solution. If you choose a lower pricing tier, Sendinblue offers the option of purchasing email credits that don't expire and can be used anytime to boost your current plan's sending volume.

Sendinblue acquired MeetFox, a scheduling and video-conferencing software platform. This acquisition will elevate Sendinblue’s offerings as various new features benefitting small business owners are integrated over the next 12 months. This includes the ability to add scheduling components throughout social media, apps, direct messaging, email and various other channels. In addition to improved scheduling services, this acquisition will introduce new payment processing options for customers. Users will be able to customize their cancellation policies, automate their invoicing and connect to their Stripe accounts.

Sendinblue's plans and pricing are very flexible, and its unlimited contact list (even on the free plan) is a standout feature among the email marketing services we reviewed.


Benchmark Email Marketing: Email Marketing Software with the Best Low-Cost Service

Benchmark offers a free drag-and-drop email editor as well as a code editor for more advanced users.
Benchmark has various customer support options for both self-service and direct assistance.
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Benchmark is our choice for the best low-cost email marketing service. Benchmark offers a free plan that includes 250 emails per month for up to 500 contacts. Paid plans begin at $13 per month with unlimited sends for 500 contacts.

All plans include automation, lead generation and reporting features. However, the free version's email marketing, automation, lead generation and reporting functions are somewhat limited and simplistic. It's missing some key features, such as behavior-based email follow-up and list management automation, website engagement automation, automated customer journey templates, shopping cart abandonment automation, master accounts and subaccounts, and A/B testing. Of course, it's standard practice for free plans to limit the features. The lowest Pro plan ($13 per month) is still very affordable for businesses on a budget and gives you access to these more advanced features.

Out of the email marketing software tools we reviewed, Benchmark is one of the easiest to use. It offers a drag-and-drop editor for email creation, in addition to a code editor for those with HTML experience. If you're unsure how to use any of Benchmark's tools, there are support options to help you along the way, such as live chat, a blog, a monthly newsletter and videos describing how to use each feature. You can contact customer service by phone or email.

Read Benchmark Email Marketing Review Best Email Marketing Software for Planning Campaigns works well as a project management tool to help you plan and create email marketing campaigns.
You can use to configure automations and workflows to help your team track email campaigns in progress. is not dedicated email marketing software and cannot send out campaigns or directly manage email contacts. is a powerful project management tool that can help your marketing team brainstorm, plan, refine and track email marketing campaigns. It offers many customizable templates, workflow automations, and calendar, chart, and workload views, as well as an ideas and requests board that helps monitor progress.

Within, you can create granular, detailed views of each campaign request that organize each line item by account, priority, goal, audience, send date, reviewer, and request status. This software also includes helpful workflow automations to cut down on the manual work you have to do when handling requests and updating campaign progress. Examples include triggering notifications to the involved parties and automatically updating the status of a request. recently released a beta version of a new product called WorkForms, which gives teams the ability to create personalized business forms and visualize progress in columns. WorkForms aims to save users time, which can be especially helpful for busy marketers managing multiple email campaigns. Users can create automated columns that connect existing work documents to boards so teams can access all their materials in one place. These columns reduce manual tracking work by allowing users to set up custom trigger-based automations. WorkForms can be very helpful in collecting, tracking, and analyzing data from email subscribers.

It's important to note that is not dedicated email marketing software and does not send out or track the performance of your email campaigns. However, it is an excellent tool for planning campaigns from ideation to execution, and can help you view and analyze data about your internal workflows around email marketing.

Read Review

Salesforce Marketing Cloud: Best Email Marketing Software for Larger Businesses

Email Studio is part of Salesforce Marketing Cloud, a data-first marketing solution designed to build lasting customer relationships.
Salesforce is one of the most respected names in CRM software, which means top-notch features and support.
Salesforce Marketing Cloud pricing starts at $400 per month, which may be cost-prohibitive for small and midsize businesses.

Salesforce Marketing Cloud is an excellent tool for mid- to enterprise-sized companies that want to improve their email campaigns and marketing strategies. Email Studio is just one of the many marketing tools in Marketing Cloud. It helps businesses leverage powerful data and email personalization to maintain relationships between their customers and sales teams.

Salesforce is incredibly feature-rich and has an incredible amount of the best CRM software functionality to allow deep customization. Email Studio alone has a variety of features with practically limitless options to digitize and customize your workflow. You can easily scale your campaigns to as small or as large of an audience as you need. Salesforce's data-driven email customization features offer plenty of unique and engaging options for your campaigns. Marketing Cloud allows you to seamlessly integrate your sales, marketing and service data with the rest of the Salesforce CRM. For integrations with outside software, Salesforce provides an open API that allows development teams to create their own integrations.

As one of the most recognized and well-rounded marketing platforms on the market, Salesforce Marketing Cloud is priced accordingly. Small and midsize businesses may find the $400 monthly starting price tag a bit too high for their limited budgets, but larger businesses with the resources to pay for Salesforce will find its features incredibly useful.

Read Salesforce Marketing Cloud Review

Freshworks Freshsales Suite Email Marketing: Email Marketing Software with the Best Integrated Marketing Solution

Freshsales Suite offers an integrated marketing cloud with customer journey builders, landing pages and live chat features.
You can try it free for 21 days and purchase monthly add-ons to increase the capabilities of lower-tier plans.
Freshsales Suite plans are priced per user per month (starting at $19 per month), which can quickly become expensive for growing marketing teams.

Freshsales Suite by Freshworks is an all-in-one solution for businesses looking to automate marketing and sales processes for an affordable price. In our review, we found that the email marketing tools integrate seamlessly with the Freshworks CRM, offering sales teams a fast and reliable way to communicate with prospects and marketing teams the ability to segment and target lists of consumers for custom email marketing campaigns.

Freshsales Suite's email marketing solution delivers tools and multiple engagement options to fit the needs of your sales and marketing teams as well as your customers. You can send promotional emails, schedule newsletters, dispatch event invitations, communicate product updates and announcements, and even deliver internal campaigns with its email marketing capabilities. You can try all of these features and more with the platform's 21-day free trial.

There are three pricing tiers (Growth, Pro and Enterprise), which are priced per user per month. You get a significant discount if you pay annually rather than monthly. Freshsales also offers package add-ons to boost the capabilities of your current subscription without increasing your tier. Because of this pricing model, Freshsales can become expensive if every member of your growing marketing team needs a user account on the platform. However, for small teams that want a user-friendly email marketing and CRM solution that's chock-full of helpful features, Freshsales Suite is an excellent choice.

Read Freshworks Freshsales Suite Email Marketing Review

MailChimp: Best Email Marketing Software for Beginners

Mailchimp offers a full-featured free version.
The Mailchimp interface is very user-friendly.
Mailchimp's free version only allows you to create one audience group.

Mailchimp is our choice for the best free email marketing software. You can send 10,000 monthly emails to up to 2,000 contacts. The free plan provides all the key features you need to run an effective email marketing campaign. It is easy to use with plenty of customizable options, and you can access Mailchimp's list-building and automation tools. However, it only allows for one audience, which means you'll have to get creative with tags to segment your audience. 

We found in our review that Mailchimp makes it easy to scale up if your need grows beyond the parameters of the free option. It offers multiple paid plans that can fit into nearly any business's budget. Each paid plan includes multiuser accounts, an extensive knowledge base, marketing automation, targeted and segmented lists, and analysis and testing features. We like how you can create and publish email campaigns, landing pages, popup forms, Google remarketing ads, and Facebook and Instagram ads on any plan.

Even if you've never used an email marketing platform before, Mailchimp is extremely easy to learn and use. The dashboard is easy to understand, and it's simple to find all the features and tools. Its email creator offers step-by-step directions, so it's hard to miss a step. We also like the drag-and-drop tools that make creating emails and adding pictures simple.


ActiveCampaign: Best Email Marketing Software for E-Commerce

ActiveCampaign integrates with popular e-commerce platforms like Shopify, WooCommerce and BigCommerce.
E-commerce businesses can take advantage of ActiveCampaign's powerful sales automation and advanced segmentation features.
The full e-commerce integrations and features are only available at the Plus tier, which starts at $49 per month.

Email marketing is an important tool for e-commerce businesses, which need to send frequent customer communications, such as surveys and updates on purchases and sales. ActiveCampaign's marketing solutions are perfect for online sellers, with a wide array of tools to streamline your sales and marketing efforts.

We like how ActiveCampaign integrates with more than 850 customer engagement solutions, including Shopify, WooCommerce and BigCommerce. This means your sales data from those platforms automatically feeds into your ActiveCampaign e-commerce dashboard, which allows you to create effective and personalized email campaigns based on your customer data. With over 125 templates to choose from and unlimited email sends, it's easy to develop targeted marketing communications for every customer on your list. ActiveCampaign recently released an upgraded email designer that offers the option to send emails in some new Google fonts. Users can also build a campaign within an automation workflow. ActiveCampaign also updated its Microsoft Dynamics 365 connection to include extended support for formula fields and the display of a Sales Action component, whether or not a contact is an active subscriber.

ActiveCampaign's acquisition of Postmark and DMARC Digests has allowed it to expand its email marketing service offerings. By acquiring Postmark, customers can grow using CXA. DMARC Digests’s email authentication and monitoring solution have also been incorporated into ActiveCampaign.

The one downside to ActiveCampaign is that its best features for e-commerce businesses are only available at the Plus tier or higher. This subscription starts at $49 per month for up to 1,000 contacts, which may not be enough for e-commerce businesses that want to scale quickly. However, if you have the budget, ActiveCampaign provides tons of powerful and useful tools for online sellers who want to effectively communicate and build relationships with their customers. Specialized e-commerce features include custom order management, revenue reports, customer service management, product landing pages and lead scoring.


iContact: Best Scalable Email Marketing Software

iContact offers a free plan with up to 500 contacts and 2,000 sends per month.
This software is very scalable and allows you to easily increase the number of contacts as you grow.
Automation features are limited on iContact's Free and Standard plans.

iContact is a great email marketing solution for businesses that want to start free and scale up in the future. With 500 contacts and up to 2,000 sends per month, the free version of iContact offers everything you need to get started with email campaigns as you build up your subscriber base.

We like iContact's standout features, such as its elegant drag-and-drop email designer and its professionally designed template library. All iContact plans grant access to its template and stock image library, landing page creation and hosting option, A/B testing capabilities, real-time campaign reports, API integrations, and automation features. However, automations are limited in the Free and Standard iContact plans; if you want full access features like Smart Sending (which optimizes send times based on your contacts' time zones), audience segmentation, engagement follow-ups, and multiple event series campaigns, you'll have to upgrade to the Pro plan, which starts at $30 per month for 1,500 contacts.

Pricing for iContact can quickly add up as your subscriber base grows. For instance, the Standard plan jumps from $15 per month for 1,500 subscribers to $45 per month for 5,000 subscribers. Still, for businesses with basic email marketing needs and relatively few contacts, this software offers affordable access to powerful email marketing tools.


Email Marketing Software Costs

Most email marketing software providers charge a monthly fee based on the number of email contacts you have, or the number of emails you send, with a range of plans to choose from. Free options typically provide limited features and cap you at a certain number of contacts and/or monthly email sends, while some paid plans allow you to send out an unlimited number of emails each month. 

If you know or can estimate the number of emails your company will send each month or how many subscribers you expect to have, these numbers will dictate which pricing tier you should choose. Depending on your estimates and the features you want in your software, you can expect to pay anywhere from $9 to $400 per month for premium email marketing plans.

For businesses that only occasionally need an email marketing service, some providers offer per-email or pay-as-you-go pricing. This is a flexible option that lets you pay only for what you use, rather than for a monthly subscription with features that may go to waste. 

Most email marketing services offer a free version of their software or a free trial so you can test the software and see how it works for you. The free trials we found range from 14 to 60 days. We recommend trying as many free trials as you can during your search. Pay attention to how easy it is to design emails, any specific marketing automation features you want, and what other services the software can integrate with.

Email Marketing Software Features

Here's a breakdown of the core features that email marketing solutions offer.

Email Creation Tool

Most services provide an intuitive drag-and-drop tool that allows you to customize your emails, or a library of customizable templates. Some providers have templates that show you how your email will look on multiple devices (such as laptops, tablets and mobile phones) to help you design a flexible and responsive email. 


Many email marketing services offer analytics on your email open rates, click-through rates, bounce rates, audience geolocation, conversion tracking, customer behavior trends and more. Some integrate with Google Analytics, while some provide their own analytics that present the info in easy-to-read charts and graphs. 

Marketing Automation

Marketing automation is the ability of a service to send specific, targeted emails to customers when they complete a certain action. For example, if a visitor to your website signs up to receive emails from you, your marketing automation tool triggers a welcome email to go to that customer's inbox. Marketing automation can be an effective timesaver, and many email marketing services offer ways to make automated emails more personal, which leads to higher engagement and ROI. 


Segmentation is another helpful way to deliver more relevant messages to your audience by grouping them according to age, location, gender, industry, interests or other factors. Segmentation allows you to send different emails to different groups, rather than sending one mass email that may not be relevant to your entire customer base. 

Contact Management

A contact management tool helps you acquire, sort and manage email contacts; it also provides features like automatic deletion of dead or duplicate contacts, importing, exporting, grouping, and integrating with other management tools like a CRM or CMS. 

Social Media Integration

Most email marketing services integrate with social media platforms, allowing you to grow your contact list, schedule posts, and track your followers' engagement to determine what's popular. Integrating your social media with email marketing helps you make the most of multichannel marketing by providing more information about your customers as well as more opportunities for them to see messages from you.

Benefits of an Email Marketing Service

Email marketing isn't necessary for every business. However, for some businesses, it is a good way to reach customers and improve your overall marketing strategy. Email is one of the most-used communication channels, which makes it a prime opportunity for businesses to get their message out.

It can also increase engagement for your business, both on your website and social media platforms, by encouraging customers to click links. By sending regular emails to your customers, such as thanking them for subscribing or sending a discount code, you can build rapport and trust, which in turn creates a higher likelihood of return customers.

Email marketing also provides an excellent opportunity for personalized marketing, which has become increasingly popular among consumers. Most email marketing services allow you to customize your emails based on personal details, location, customer behavior, location and more, which leads to a more fulfilling shopping experience for your customer.

Email marketing campaigns also have a positive environmental impact? In fact, according to an analysis by Sendinblue, one email produces 0.174 grams of carbon dioxide, which is better than a paper letter’s average of 19.5 grams of carbon dioxide, but it can add up if you’re sending out thousands of emails at a time.

Choosing Email Marketing Software

If you're looking for a new email marketing solution, here is a step-by-step guide to help you choose the right one.

1. Define your budget, parameters and goals for your email campaigns.

As with any marketing strategy, you'll want to define the scope of your efforts before searching for a software solution. Figure out how much of your marketing budget you want to allocate to email marketing, as well as your plans for campaign frequency and the overall goals of your campaigns (brand awareness, sales, customer loyalty, etc.).

2. Identify the top providers.

Run a simple search engine query to identify the market leaders in the email marketing software category. The top contenders will be easy to spot by the number of times they appear on "best picks" lists and how high up they are in your search results.

3. Read reviews to narrow down your options.

Read customer reviews and reviews from sites like Business News Daily to learn about the pricing, features, limits, pros and cons, and customer support of each service you're considering. This will help you eliminate providers that are outside of your budget and don't offer the right mix of features and value for your needs.

4. Contact your top choices and/or sign up for free trials.

Many popular email marketing solutions offer free trials or fully free versions of their software. Create an account to try out each of your top contenders and play around with the templates, email builders, and other features. Consider ease of use, API and integration options, automation features, and the contact or send limits of your preferred plan. You may also wish to contact customer service to ask any additional questions and to test the level of support you may receive as an ongoing customer.

5. Decide on your email marketing software and begin running campaigns.

Once you've tried out your top software choices, commit to one and begin building your email list to start running campaigns. 


Advantages of Email Marketing Software

Email marketing software offers many advantages for businesses that want to develop strong, direct relationships with their customers.

  • Personalized, automated customer engagements: The best email marketing software allows you to use customer data to create and deliver personalized campaigns that will resonate with each recipient. With automation tools, you can set up workflows to automatically send tailored emails to certain customers based on purchasing behaviors, special dates like birthdays and anniversaries, approaching contract milestones, and more.

  • Reports and insights: Email marketing software offers a treasure trove of data to help you improve your marketing campaigns. You can see which subscribers opened, ignored, or deleted your emails, as well as which campaigns were opened multiple times and led to website click-throughs. With A/B testing features, you can send two versions of a campaign to see which one elicited the most engagement.

  • Scalability: Most email marketing solutions offer multiple pricing tiers that allow you to scale up your contact lists and email sends as your business and subscriber base grow. You can reach and manage hundreds of thousands of contacts from one easy-to-use platform.

  • Integrations with other marketing solutions: Email marketing platforms that are part of larger marketing software products, such as CRM solutions, allow you to manage your contacts and communications throughout the customer journey. Your whole team will have access to important customer data and insights when your email marketing software integrates with your other systems.

Email Marketing Software FAQs

What is an email marketing strategy?

As with all marketing channels, no two email marketing strategies are the same. An email marketing strategy is designed to help you reach your marketing goals, whether that is improving brand recognition, increasing sales, or just keeping your customers up to date.

Once you identify your marketing goals, you can create a series of emails and workflows with tools such as automation, email templates, and list segmentation.

What is the difference between traditional email marketing messages and transactional messages?

Traditional email marketing is designed to communicate with many people. These emails can share information about your business, such as news, promotions and special events. You can send these to your entire subscriber list or only certain segments of your list.

Transactional emails are sent to individual customers after they perform certain actions. For example, when a customer makes an online purchase from a business, the confirmation email they receive is a transactional email.

Why is an effective email marketing strategy so important?

Email marketing is one of the most cost-effective ways to market your products and reach your customers. If executed correctly, email marketing campaigns can help you build trust with your customers, encourage users to visit your website, and ultimately result in more sales and satisfied customers.

How do I know if my email marketing campaigns are working?

The best email marketing services have extensive reporting and analytics. To determine if your email marketing campaigns are successful, check the recorded data once an email is sent. The reports should indicate how many people received your email, the click-through rate, bounces, etc.

How do email marketing services help you grow and maintain your contact lists?

Email marketing services offer several tools to help you obtain and manage email addresses from your customers. Most software options integrate with your current email address book to start your list. In addition, many provide the ability to embed signup forms on your website and social media accounts to grow your contact list.

Most of these software solutions also have automatic tools that keep your contact list up to date by removing inactive addresses and customers who unsubscribe from your emails.

What are automation tools, and how do they make the email marketing process easier?

Automation tools allow you to set up recurring emails, which automatically go to certain subscribers based on actions they take. For example, if you set up a welcome series, a contact will receive a welcome email once they subscribe to your list.

Is it really feasible for someone without marketing experience to master email marketing?

While you might not hit a home run with your first campaign, email marketing services provide everything you need to eventually be successful. The software offers a selection of design tools to help you create emails (including templates and sample emails), contact management solutions to help you manage and grow your distribution list, and analytics to determine if what you're doing is working.

What types of analytics do email marketing services provide?

One of the biggest reasons email marketing is so popular with businesses is that you can track its success. Services typically provide details such as who opened your email, who immediately deleted it, who forwarded the email to others, and who bought your product or service.

You can drill down into the data by looking at the days and times emails are being opened, and the types of customers – male, female, old, young, etc. – who engage with your emails most. All of this information helps you increase the success of future campaigns.

Can you use email marketing in conjunction with social media?

Yes, most email marketing services let you take advantage of the social media following you've built. Many providers let you connect your campaigns with your social networks, so your emails automatically post to Facebook, Twitter, Instagram and other social platforms. In addition, the services let you collect email addresses for your contact list with prebuilt social media signup pages.

You can also get data on whether your email campaigns are resonating on social media by checking which messages are being liked and shared on Facebook or retweeted on Twitter.

Does email marketing software integrate with any programs I already use?

Yes, most email marketing services integrate with at least some popular business applications. The most common integrations are with Salesforce, WordPress, Shopify and Magento. These integrations save you time and resources by automatically transferring content between your email marketing platform and your other software. Some providers also let you tap into their application programming interface (API) to build your own custom integrations.

What if I have trouble with the service? What help is available?

Whether a problem occurs when you're designing an email, managing your contact list, or deciphering the analytics, most service providers offer customer support, either through live chat or a toll-free number. Rather than sending an email and waiting hours or days for an answer, you can reach the company and get help for the problems you're experiencing. Additionally, most providers have an extensive online knowledge base of user guides, videos, and whitepapers that explain the ins and outs of the service and how to use each feature.

What should I look for in an email marketing service provider?

Ensuring that the software actually delivers your email is one of the most critical aspects of any service. You want a service that delivers your emails to your customers' inboxes – not their spam folders. Segmentation and automation are also features that small businesses should look for.

How do I choose an email marketing software solution?

When deciding which email marketing software is right for you, draw up a list of features that are essential, features you would like but could live without, and features that you do not need or want. Then, narrow down your choices based on these lists. Determine what you want your email marketing service to do for you and what you hope to get out of it.

What to Expect in 2022

Over the last two years, remote work and increased e-commerce transactions have caused a sharp increase in the number of online messages sent, including emails. It's estimated that the daily number of emails sent and received in 2021 was roughly 319 billion, and that number is only projected to grow in 2022 as people continue to contend with the COVID-19 pandemic.

However, because of the increase in opened emails, companies will have to stay competitive with their marketing strategies to be heard through all the noise. Email marketing will become filled with user-generated content, including testimonials, reviews, and photos to try and reach like-minded customers. The more prospective customers see positivity from loyal customers, the more likely they’ll be to try your product or service.

With what's being called “the death of the third-party cookie,” email marketers will also be trying harder to create personal connections with customers through email. When they're no longer able to collect data, it's important they have a loyal customer base to work with referrals. We can look forward to seeing more specialized deals, recommendations and language in targeted emails.

More of these emails, though personalized, will be automated, which means customers may receive more emails than ever before. Companies will be trying to deliver their messages in the most concise ways possible to get their point across quickly and make that connection over other brands. To do this, email marketing experts predict companies will ditch templates in 2022 in favor of plain text and pared-down descriptions. Bite-sized content, including short videos, will be on the rise as companies try to compete for customers in the age of content overload.

Nicole Fallon
Nicole Fallon Member
Nicole Fallon has written hundreds of B2B-focused articles on topics such as marketing, business technology, leadership, and HR/organizational management. In addition to covering small business trends and software reviews, Nicole runs a digital marketing agency, where she and her team create high-quality content for a wide range of B2B and B2C brands.
Image Credit: anyaberkut / Getty Images
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