With so many email marketing software options in 2024, it's difficult to know you've found the best solution for your needs. 

Email marketing is an effective strategy to add to your business's arsenal to keep an active funnel for updates, re-engagement, or promotion emails. An effective email marketing strategy can be crucial for digital and ecommerce businesses, in particular to communicate with new customers and share relevant content.

Not all email marketing automation software is created equal. Each one offers distinct features, at different price points, for companies of varying sizes. We'll break down some of the top options and how they can help your business grow.

What is email marketing software?

Email marketing software bridges the gap between your company and potential customers or leads. With the right tools you can send your carefully crafted email marketing campaigns to leads and customers with ease while also getting valuable data on performance. 

Email marketing platforms allow you to view metrics on drip campaigns, manage contact information with subscription or unsubscribe compliance, and organize email sequences and scheduling.

Many email marketing software companies offer extra features to help grow and manage your leads. Some offer easy landing page creation, signup forms, and straightforward email creation with templates. 

One of the benefits of email marketing software is measuring the click-through rates and open rates on emails, then using that information to segment audiences further. This allows you to focus your efforts and serve certain campaigns to subscribers at different points of the customer journey. For example, you can send specialized emails to new subscribers, promotions to a user who left a product in their shopping cart, or discount codes to returning customers.

What features should you look for in email marketing software?

Each email marketing software includes features that most companies can use. Some offer more robust email marketing tools for some areas vs others, others focus on integrations, and some are more customizable. 

Let's break down some of the top things to consider when choosing the right software for your goals:

Send volume

Can you send as many emails as you need to at a price that makes sense? Most software options offer different volume limits at different payment tiers. Some software gives you the ability to send unlimited emails, but only allows you to manage a certain amount of contacts at a certain price point per month. 

Integration

Does the software support your CRM, ecommerce site (such as Shopify), or other systems? Can you use the email marketing software for retargeting campaigns on social media that you manage?

Migrating systems

If you need to migrate from one company to another, will migration of your contacts and customer data be well-supported? Losing access to your valuable data can mean sending contacts to the wrong parts of your funnel or worse still, starting over.

User-friendly

Does a whole new system, and learning curve, make sense to you and your team? Can you easily create an email, template, or campaign? Will you need to bring in a specialist to code or maintain the platform?

Customization

Can the software be customized to your specific needs? You may not want the software to have its branding on your campaigns or landing pages. 

The top email marketing software in 2024

Email marketing is a proven path to growth and success for many companies. Trends for email marketing have shown a large increase in open rates. Getting your message to your customers by serving them relevant content can improve your user experience and increase your conversion rates. 

Here are some of the top email marketing software solutions that can help you reach those goals:

Mailchimp

Mailchimp is one of the most well-known tools, with plenty of free features and advanced paid features. 

Send up to 1,000 free monthly emails and handle up to 150,000 emails per month with their premium version. Free features include integration with over 300 systems and basic analytics. More advanced features include A/B testing, dynamic content, and behavioral targeting.

Zoho Campaigns

Zoho Campaigns has plentiful basic features and affordable plans with expanded features. Send up to 6,000 emails to 2,000 contacts each month for free, or send unlimited emails under their professional tier, with a sliding scale price based on your amount of contacts. 

Basic features include up to five users, access to signup forms, and basic templates. Their highest tier gives you advanced features like recipient optimal open time sends, email polls and attachments, cart abandonment emails, and purchase follow-ups.

MailerLite

MailerLite offers some more advanced features with its free version, and offers Enterprise tier support. Their free version allows sending 12,000 emails per month to 1,000 contacts, and includes an email marketing automation builder, website builder, landing pages, and comparative reporting. 

Their Enterprise level gets you access to a dedicated success manager, dedicated IP, and consultation. Those who don't need as much support can opt for an advanced tier that includes HTML editing, automation, and smart sending.

Superhuman

While not an email marketing software, Superhuman is blazingly fast email that supports smart, effective outreach. Features like Snippets, Send Later, and Reminders are highly valued by effective marketing teams. Superhuman AI works to match the voice and tone of emails you've already sent, applying that same voice to new emails. Just provide a few phrases, and Superhuman AI will turn your ideas into a full-fledged email.

High-performing teams using Gmail and Outlook choose Superhuman to move faster and collaborate more effectively. 

How can you improve your email campaigns?

Email marketing software can help lift some of the burdens of creating separate campaigns, automating what emails go to what segments, and capturing leads. Making sure your emails are engaging and using the right tools is imperative. 

While email marketing software can help streamline the process of sending emails, you still need to provide direction. 

Here are some steps to take to get started with a new email marketing solution:

1. Pick an email marketing software

Once you've reviewed the options, you'll want to trial and get familiar with the new software. 

These systems will send emails on your company's behalf, and unlike a system like Gmail, they're specially designed to send highly formatted designs and handle sending to larger groups of people. It might be most likely that your first goal is to serve emails to a certain number of users and send them to a landing page.

2. Set up your funnel

If you're already collecting email information, you'll want to import your contacts into your marketing software. 

If you're collecting emails for the first time, you'll want to set up your integration with a form on your site. This form can be an offer to a newsletter, offering discounts, an e-book, or a trial. Offering something for free in exchange for an email address is a great way to grow your email list.

3. Write intentional emails

Before your email content is even displayed, you'll want to consider what makes a good marketing email. Your email should be sent from your business name or an easily recognizable name, with a subject line that is short, concise, and enticing to click on. 

Emojis are a great way to stand out, here. The body text should be short, informative, and tell the customer exactly what you want them to do. The CTA should be clear and in the form of a button or obvious link.

4. Segment your audience

With a growing list of contacts, you can begin to take advantage of your marketing software's strengths. With audience segmentation and personalized campaigns, you can send an email, or set of emails, to maximize the chances of the conversation you want. 

You can send certain emails to return customers, for example, while new potential customers can receive lead-nurture emails. You can go even further by addressing segments of an audience based on location or website interactions.

5. Review the results

Check your stats, reports, and A/B testing results. See what emails are being opened and which CTAs show higher conversions, and make sure to remove bounced contacts. Fine-tune your approach, then review the results again for optimization and improved marketing efforts.

The bottom line

The best email marketing software for you will match your needs. Keep your goals and top needs in mind so you can begin growing your campaigns. With the automation features of email marketing software, you can quickly and easily get set up to deliver email campaigns for ecommerce, welcome emails to new customers, and run automated email campaigns.

Are you seeking the most powerful way to manage your email? Superhuman is the fastest email experience ever made. It works seamlessly with Gmail and Outlook and will help your team work more efficiently, collaborate more effectively, and save you hours every week. Sign up today and fly through your inbox twice as fast.