Best Email Marketing Software for Integrations

The Internet almost became a synonym for interconnectedness. It enables businesses to seamlessly connect with partners and customers, no matter how far they may be. But when it comes to software, particularly email marketing software, proprietary systems can sometimes make it difficult to use different tools together.

For example, you might want to pull data from one source and manipulate it in another tool. Or you may want to integrate the contacts from your CRM into your email marketing campaigns. These tasks become increasingly complex if done manually, and that's why a platform with integration capabilities can add significant value when used with an email marketing solution.

That being said, not all platforms are created equal. Some have better integrations than others, and a platform's ability to integrate with other software can be a deciding factor when choosing an email marketing solution.

To help you make the right choice, we've evaluated and summarized the best email marketing software with regard to integrations.

What Makes the Best Email Marketing Software for Integrations?

We looked at dozens of integrations to determine which email marketing software has the best ones. Much like the criteria for our overall Best Picks, each integration component has a specific weight to it. This weight represents the importance of the component in our evaluation process. Here is each component and their weights contribution to the integrations score.

Number of Native App Integrations

First off, you'll want to know how many native apps the platform can integrate with. A native integration is more reliable and secure than a third-party one, so if the email marketing software you choose has more native integrations, it will give you peace of mind that your data is safe and sound.

For reference, native integrations are built directly into the platform and do not require any extra setup or a third-party tool. They are more likely to be easier to navigate since they have been tested by both sides and are part of the platforms.

API Access

If there is no native integration, API access can still allow you do to a lot of things if you have developers by your side. An Application Programming Interface (API) allows you to connect external software with your or other platforms and make it easier to manage data between them. It basically allows both programs to communicate with one another and exchange information.

Access to an API makes it possible to pull or push data into your email marketing software or sync the contact list between two tools. APIs are a powerful tool for connecting software, so you'll want to make sure that your chosen email marketing platform provides its API keys and instructions for setting up the integration if you need it.

Salesforce

Salesforce is one of the most popular CRMs in the world. If you already use it for customer relationship management, then having a native integration with your email marketing software can be a huge benefit. It will make it much easier to sync data between the two systems and give you more control over your contacts and their information.

New additions to Salesforce can also automatically be synced with the email marketing software and vice versa, meaning all your customer data is kept up-to-date and accurate.

WordPress

If you're like nearly half of all websites on the Internet, you could have a website built on WordPress. A native integration with your email marketing platform opens up a whole new range of possibilities for you, such as creating subscription forms and custom newsletter signup forms that are synced with your email marketing software.

A WordPress integration can also make it easier to track user activity on your website and segment contacts in the email tool accordingly. And if you're also using WooCommerce, then a native integration could even handle sending transactional emails.

Shopify

Shopify is another popular ecommerce platform. You'll need a native integration if you want to send promotional emails, product recommendations, segment users, etc. Since Shopify isn't as versatile as WordPress, you'll want to ensure that your chosen email marketing tool can integrate with Shopify easily and securely. You'll be able to use all the data gathered on Shopify, such as customer purchase history, to create more personalized emails.

Zapier Triggers

Sometimes, you need a very specific integration that isn't available with a native solution or API. In other cases, the API access might be too cumbersome. Zapier is here to the rescue. Zapier allows you to integrate two different software applications with a few clicks.

Zapier triggers allow you to automate certain aspects of your email campaigns and make them much more efficient. For example, you could set up a Zapier trigger so that whenever someone subscribes to your mailing list, this information (e.g. email and name) are also sent to another software that you use where a new contact is being created.

We measure the Zapier trigger that software offers by the number of triggers offered.

Zapier Actions

The customer subscribing to your list was the trigger in the example above. Each trigger results in an action, in this case, creating a new contact including the name and email address. With Zapier actions, you can handle the other side of the workflow (the one that responds to the trigger).

Also here we evaluate the email marketing tools based on the number of actions.

10 Best Email Marketing Software for Integrations

How to Choose an Email Marketing Software with Great Integrations

Unlike other more subjective criteria, integrations are all about what works best for your individual needs. You must take a good look at your business model and requirements before you can make an informed decision. Are you using WordPress or Shopify? Is Salesforce an important part of your business? Will you need to use triggers and actions through Zapier instead of directly connecting two software applications?

Once you have a good idea of the necessary integrations, choosing will be much easier. To make comparing easier, you can use our Comparison Tool to see which of your preferred software tools offer the best integrations for you. Add or remove as many email marketing tools as you want and get a comprehensive picture of what each one can do for your business.