12 Email Marketing Tools To Grow Your Audience

By Indeed Editorial Team

Published March 11, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Email is a powerful instrument companies often use in their marketing strategies. Many email marketing tools and programs exist to help businesses create and track messages, organize email lists and grow their audiences. For these tools to be effective, it's important to choose the appropriate software for your company's needs, goals and size. In this article, we list 12 email marketing tools, describe their features and benefits and explore some factors to consider to help you choose the right one for your organization.

What are email marketing tools?

Email marketing tools are software programs that help marketing professionals in nearly any industry reach their audiences through email. They might use it to communicate with current customers about promotions and products or to gain new ones. These tools make it easier for teams to design, create, send and track the emails they send to their subscribers or marketing lists. They receive metrics such as open rates they can use to determine whether a campaign is effective. More advanced email marketing tools include features such as automation and personalization.

Related: Q&A: What Is Email Marketing?

12 email marketing tools to consider

Hundreds of email marketing tools exist, some of which are free and offer basic features and others that have a variety of payment tiers. Certain tools are designed for particular industries, such as e-commerce or blogging. It's important to understand the top email marketing tools available so you can choose the right one for your team. Knowing about these tools can also help you be well-informed during job interviews and learn to use them faster when starting a new marketing job. Here are 12 to consider:

1. Mailchimp

Mailchimp is a comprehensive marketing tool that provides the features companies of all types need for their email campaigns. It's straightforward to use and makes designing and creating campaigns easy. It also integrates with hundreds of other platforms, such as Shopify and WordPress. Popular features include:

  • Drag-and-drop email design

  • Autoresponses

  • Email scheduling

  • Segmenting by group or location

  • Tracking and analytics

Mailchimp's basic free plan allows companies to send up to 10,000 monthly emails to up to 2,000 contacts. Upgrading to a paid plan adds features such as A/B testing and reports on metrics such as open and click-through rates.

2. Omnisend

Omnisend is one of the leading email marketing tools for e-commerce brands, particularly large ones. It helps companies have consistent marketing across many channels by integrating with social media, other e-commerce platforms such as Shopify and Magento and loyalty programs like Yotpo and Smile.io. Omnisend's features include:

  • Automated email, push and SMS notifications

  • Performance reports

  • Attractive and efficient email and newsletter design

  • Surveys, polls and forms

  • A/B testing

  • Dynamic discounts and coupon codes

E-commerce brands can use Omnisend to not only create relevant marketing campaigns but also get product reviews, gain return customers and reduce buyers' chances of abandoning their virtual shopping carts.

3. MailerLite

MailerLite is one of the easiest email marketing tools to use, making it ideal for teams who want a simple platform they can learn quickly. It's known for its drag-and-drop design feature that allows you to create customized emails without knowing HTML. You can also choose from its many pre-made email templates. Other features include campaign reports, surveys, landing pages and personalization.

A free plan allows companies to send up to 12,000 emails to up to 1,000 contacts per month. Paid plans add advanced features such as promotional pop-ups and click maps, remove the MailerLite branding and send emails to more contacts.

4. ConvertKit

ConvertKit is an ideal email marketing tool for bloggers, authors and content creators wanting to grow their brands. Its newsletters are designed specifically for these professionals. This easy-to-use platform's features include:

  • Segmentation and funnels for more targeted email marketing

  • Email sign-up forms for incentives and upgrades

  • Autoresponses

  • A/B testing

  • Email templates

  • A landing page builder

  • Email support and learning materials

Users can sell products and subscriptions through ConvertKit, as well. Sign up for a pro plan to get advanced features such as subscriber scoring, a newsletter referral system and advanced analytics.

Related: Using a Blog To Market a Business

5. Benchmark

Benchmark is a good email marketing tool for small businesses, specifically agencies and consultancies. It's easy to use and emphasizes email and newsletter design, which many agencies value to gain clients. Benchmark's beautiful templates also give clients a positive impression and a good user experience. Other features include:

  • Integration with more than 1,500 platforms

  • Landing pages

  • Automation

  • Polls and surveys

  • A/B testing

  • Reporting

  • Sign-up forms

  • A drag-and-drop email builder

Companies can use Benchmark to create and send compelling email marketing campaigns to current and potential clients.

Related: Complete Guide to Newsletter Marketing

6. Autopilot

Autopilot is ideal for companies that need automated email marketing. This smart tool automatically sends the right emails to the right recipients at the appropriate time, giving marketing teams more time to focus on other tasks. Its key features include:

  • Multi-channel marketing

  • Integration with other applications

  • Drag-and-drop interface

  • Monitoring and reporting on user activities and campaign performance

  • Lead captures from websites, blogs and apps

  • List organization

Teams can collaborate within Autopilot to build email automation sequences quickly and easily. They can also automate their entire email marketing workflow.

7. ActiveCampaign

ActiveCampaign is another platform that focuses on automation using its automation builder—a visual tool for building multi-channel automated email marketing sequences. Ideal for small businesses, its features include:

  • More than 125 email templates and 500 automation recipes

  • Integration with more than 800 other applications

  • Custom reports

  • Landing pages

  • Personalization

  • Predictive content and sending

  • A/B testing

  • Customer relationship management

Using ActiveCampaign's hundreds of automation recipes, you can create customized email campaigns for each user or subscriber. Its goal is to increase engagement with your subscribers. Helpful guides and customer support make setting up and learning this tool easy.

8. Drip

Drip is an email marketing tool for e-commerce sites and online stores. This platform has designed all its templates and lead generation forms specifically for e-commerce. Its workflows and list segmentation send customers personal emails based on their shopping behaviors. Drip's other popular features include:

  • Integration with e-commerce stores

  • Discount codes

  • Email and SMS marketing

  • Reporting

  • Retargeting

  • Split testing

  • Visual automation

Drip is also easy to use and has good customer support.

9. Moosend

Moosend is a cost-effective email marketing tool for companies with small marketing budgets. You can pay by subscriber numbers or emails sent, depending on which costs less. Moosend's basic features include:

  • A template library, plus customizable templates

  • Landing pages

  • Marketing automation

  • Email list building tools

  • Analytics and metrics such as open rates, clicks, bounces, purchases and product views

  • A/B testing

Moosend offers all the email marketing elements a small business might need. You can choose a basic free plan that comes with sign-up and subscription forms, reporting and analytics or opt to pay only when you send emails.

10. HubSpot

HubSpot is an overall top marketing platform because it has the tools and analytics to support any size or type of marketing campaign. It's ideal for companies looking for a software that can handle all their marketing needs, including email marketing. While HubSpot has multiple pricing plans with various levels of features, small businesses with less advanced marketing requirements might benefit from its free email marketing tool, which includes:

  • A drag-and-drop visual editor

  • Email and newsletter templates

  • Integration with other HubSpot tools

  • Email performance tracking and management

  • A/B testing

  • Audience segmentation

  • Automation

This free tool lets you send up to 2,000 emails per month. As the business grows, you can subscribe to a paid plan to gain more features. Because HubSpot built its email marketing tool on its CRM platform, you can customize your emails based on real customer data.

11. Sender

Sender is a free email marketing tool for teams that want to create attractive newsletters without using HTML. You can choose a newsletter template from Sender's library, customize it with copy, images and video and personalize it for each recipient. Sender's key features include:

  • Advanced analytics

  • Buyer profile builder

  • Pop-ups and sign-up forms

  • Automation

  • Drag-and-drop design builder

Sender is a budget-friendly option for startups and businesses trying to grow their audiences. If you have more than 5,000 subscribers, you can sign up for a paid plan to support more recipients.

Related: 15 Email Marketing Services To Grow Your Business in 2021

12. Sendinblue

Sendinblue is a reputable email marketing platform that allows you to build professional newsletters and automate workflows. Its key features include:

  • Customer relationship management

  • Landing pages

  • Responsive email design templates

  • A/B testing

  • List segmentation

  • Automation

  • Transactional email

  • Sign-up forms

Sendinblue is easy enough to use without coding knowledge, and it allows you target narrow audience segments with different messages.

Factors to consider when choosing an email marketing tool

The success of your email marketing campaign often depends on the tools you use to launch and maintain it. The right email marketing tool for your business depends on its size, industry, budget, goals and needs. Consider these factors when choosing one:

  • Integration: Choose a tool that integrates with your CRM software and the other apps and programs your marketing team uses. Integration allows you to gather better metrics, analyze customer data and determine with campaigns perform best.

  • Mobile optimization: Because many customers read their email on their smartphone or device, make sure your email marketing tool has templates optimized for mobile view. This feature allows your audience to easily view emails on both their computer and their phone.

  • Features: Choose a tool that performs the functions you need to run an effective email campaign. Consider features such as automation, tracking and analytics and customization.

  • User interface: Find a tool that is simple to use, so it makes your job easier. Look for user interfaces with drag-and-drop capabilities and easily customizable templates regardless of your HTML skills.

  • Email segmentation: You're likely to have better engagement if you can segment your audience into specific groups by interest, location or demographic. Choose a tool that allows you to create customized campaigns for different email recipients.

  • Automation: Top marketing tools automate many of the manual and repetitive steps involved in email marketing to save you time. Look for tools with automated email scheduling, analytics, tracking, segmentation and delivery receipts.

  • Testing: Testing subject lines, body text, design and calls to action can help you determine which combination gets the most audience engagement. Choose a tool that lets you A/B and split test your marketing email elements.

  • Analytics: Performance reports and analytics tell you whether your email marketing campaign is meeting its goals. A tool that tracks open rates, click-throughs and bounces can provide you with this information.

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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