Best Email Marketing Software for Features

Many newcomers in the field of marketing fail to see the importance of email marketing software. Why pay for something when sending emails can be done for free from any old email address? The answer is simple: Email marketing software has various features and tools that make it much easier, more efficient, and more successful than a plain email service provider.

The best email marketing software solutions come with advanced features like visual email builders, segmentation, and various reporting options. All these features can help you create better campaigns and send out emails that can potentially engage with your audience and drive conversions.

With so many options available, it can be difficult to determine which software is the best for you. To simplify your decision-making process, take a look at how we determine the best email marketing software for features.

What Makes the Best Email Marketing Software in Terms of Features?

When looking for a new email marketing solution, you might be tempted to choose the one you've heard about before or one that you've seen advertised. But keep in mind that the email marketing solution with the best features is not necessarily the most popular or well-known software. Don't worry; we did most of the legwork for you by evaluating the top providers on the market.

We examined each software on the market based on custom criteria where each criterion has a specific weight. You can find the importance of each criterion below, along with a description of what the feature brings to the table.

No. of emails

The best email marketing software must be able to send a large number of emails each month. Companies with 1,000+ subscribers on their mailing list sending mass emails will quickly reach their email quota if it is too low. Think about how many emails you plan to send each month and look for a provider that can handle it.

No. of users

Are you the sole member responsible for email marketing, or do you have a team of people who will help? If you need to give other members access to your account, look for an email marketing tool that offers a certain number of collaborators to join.

Remember that role-based access is also useful, enabling you to give members different privileges. For instance, you could be the administrator who controls all the settings while other members have more limited access.

Drag and drop builder

Your customers might receive hundreds of emails daily, and many won't even be opened. As such, your emails must stand out from the rest. A drag-and-drop builder makes creating stunning emails easy, so you can ensure your messages are eye-catching and engaging. It lets you quickly assemble professional-looking emails with images, Call-To-Actions (CTA) buttons, and more. All without needing to know HTML or CSS.

Dynamic content

The beauty of dynamic content is that it allows you to tailor your emails based on the customer's preferences. You can send the same email to different groups of people but with a personal touch. It's an automated function that lets you send bulk emails but with individually tailored content that speaks to each recipient's interests.

For example, if you have a pet store and want to send an email about food discounts to customers who have purchased from your store before, you could use dynamic content to tailor the messaging. People who already own dogs could be shown dog food specifically for their breed, while people with cats would see cat food products instead.

Sign-ups & subscription forms

Lead magnets are a great way to encourage people to sign up for your mailing list. Subscription forms make it easy for customers to subscribe and give you the necessary information. Ensure your email marketing software offers simple yet effective subscription forms optimized for desktop and mobile devices.

Ideally, placing a sign-up form on your website should be a breeze. There are often several preset designs that allow you to customize the look and feel of the forms to match your brand's image.

Geo-tracking

What if you could pinpoint where your customers are located? Geo-tracking allows you to do just that. It enables you to track the geographical locations of your subscribers and send them targeted emails based on their location. You can use this data to create location-based campaigns, such as offering discounts to customers in a particular country.

Geo-tracking also makes it easy to track your email marketing performance by region. This way, you can find out which areas have the highest open or click-through rates and adjust your campaigns accordingly.

Landing pages

We talked about CTAs earlier, but where do they lead? Well, one of the most effective ways to get leads in the first place or to convert your leads into customers is with a landing page. A good email marketing tool offers you the ability to create high-converting landing pages quickly and easily. Upon arriving on your landing page, customers should be greeted with an eye-catching design and a clear headline about what they are getting from you.

CRM

Some email marketing software offer a built-in CRM (customer relationship management) feature. This system helps you track your customers, their orders, and preferences, as well as manage customer support inquiries. Having this information in one place makes it much easier to manage and nurture your leads to ultimately convert them into customers.

A/B testing

Getting an email just right is much like alchemy; you might think you've hit the perfect combination, but there's always room for improvement. That's why A/B testing is essential. It allows you to test different variations of your emails and analyze the results to find out which one performs best. You can bring slight or drastic changes to your emails or test the same email with different subject lines.

A/B testing is an invaluable feature in any email marketer's arsenal. It helps you create more effective campaigns, get better results, and improve customer engagement with your brand.

Segmentation

Another crucial aspect of email marketing is segmentation. This is the process of grouping your subscribers into different categories based on their demographics, interests, and behavior. Segmenting your list ties into personalization, as it allows you to send more relevant emails to each customer. Going back to dynamic content, you can use segmentation to create email campaigns tailored to different customer segments.

SMS

A rising trend in marketing is the use of SMS (text messaging). This type of communication allows you to reach customers on the go and deliver a more personal message. Plus, it helps increase engagement with your brand since people are more likely to view text messages than emails. However, keep in mind that SMS marketing is a completely different beast than email marketing, so make sure you are familiar with all the best practices before getting started.

Analytics

Finally, you'll want to measure the effectiveness of your email campaigns. A good email marketing tool should provide detailed reporting and analysis on the performance of each campaign, allowing you to make data-driven decisions about future campaigns. It should also include metrics such as open rates, click-through rates, unsubscribes, and more.

10 Best Email Marketing Software for Features

How to Choose a Feature-Rich Email Marketing Software?

You might not need every single feature for your email marketing software. Depending on your business model, size, and goals, you could only need a few of them. We recommend planning out your email marketing strategy and identifying the bare minimum number of features needed to achieve those goals.

You can always upgrade your plan as your business grows if certain features are essential for your success. Keep an eye on your priorities and make sure that you get the best value for money among categories. For a general overview of the best email marketing software, check our overall Best Picks.

For a direct comparison between providers, you can also use our Comparison Tool or our Finder Tool if you want a personalized recommendation.