The Best Email Marketing Software of 2023

It's no secret that email marketing has come a long way since its beginning in 1978. Gary Thuerk sent the first promotional message to 400 recipients, reaping incredible rewards: an impressive $13 million in sales. An unbelievably successful start for email marketing ever, right?

Since its launch 44 years ago, email marketing has been an exceedingly profitable business asset. Despite the changing digital marketing landscape, email remains one of the most powerful tools. When used correctly, it can be a powerful money-making engine.

In this article, you'll find a detailed overview of the top email marketing software programs of 2023, as well as their advantages & disadvantages. We'll also cover how to get started using these services effectively.

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What is email marketing software?

Email marketing software allows you to create, send, and track emails to large numbers of recipients. With this tool, you can streamline customer communications by sending out promotions, newsletters, coupon codes, announcements and more. Doing the task manually would be near impossible for more extensive customer lists.

Why should I have a mailing list?

Email marketing continues to be a valuable tool in growing your business. Even as we look ahead to 2022, this remains true with the common notion that "the money is on the list." Segmenting customers according to their behaviors and interests can help you target them with relevant content and promotions that will add value to their online experience. As such, every email on your list should be regarded as invaluable for your business.

Email marketing matters because…

It’s universal

It's challenging to find someone who does not use email. In the United States alone, 255 million people have an email address, which will increase as the worldwide population grows. Globally, the number is 5 billion email accounts, representing over half of the world's population. Meaning it's pretty clear that this technology will remain prominent in years to come.

Branding

The importance of branding is essential for any business's growth. A widely accepted theory, known as "the Rule of Seven," suggests that a customer needs to come into contact with the organization's brand or message around seven times before committing to do business with them. This concept has been used in marketing campaigns since the 1930s & still holds relevance today.

Relationship building

As a business, your purpose should be generating revenue and building lifelong customer relationships. Contacting customers directly through their inboxes can efficiently build long-term relationships and surprise them with unexpected offers.

High conversion rates

Email marketing offers a greater return on investment than any other type of marketing. In 2022, the average conversion rate across all industries was 15%, far higher than that of other channels like pay-per-click (which stands at 3.75%). Investing in email campaigns will surely boost your brand's success.

Inexpensive

Email marketing is affordable compared to other revenue streams. Many companies offer software with monthly subscription plans; some even provide free plans if your list size remains below a certain threshold.

Targeting

Sending emails to only a portion of your mailing list at a time can drastically improve conversion rates. You may want to target people you have been on your list for more than 6 months or those customers who have already purchased a particular product. You can gain more conversions from each group's specific needs and interests by honing in on them.

What email marketing software features do I need?

The best software for your company is entirely dependent on what you intend to do with it and your requirements. While some prefer a more generalized program like Mailchimp, which can meet most businesses' needs, others may want something more specialized such as Salesforce. Evaluating your requirements will lead you to the right choice.

Here are the basic fundamentals of email marketing software.

Customizable web forms for collecting email

Email marketing software that provides the ability to design and construct a form is best for those who need to create their own forms. Many platforms integrate with popular form builder plugins such as WP Forms, Gravity Forms, and Contact Form 7 on WordPress. However, the capability to craft forms from scratch within the software should be considered for more experienced users.

Ability to segment your lists

Segmenting your email subscribers is essential for achieving desired conversion rates. To tailor and target emails more precisely, you can use any available data, such as age, interests, preferences, location, activity level, or abandoned cart information. By taking advantage of this granular targeting capability, you'll experience a surge in both open and conversion rates.

Ability to send automated campaigns

With the right drip email strategy, you can plan the timing and sequence of emails to deliver to subscribers. Depending on their interactions with previous emails, you can choose which emails should be sent next. Doing this, lets you keep your messages engaging and effective over time.

What email marketing software should I use?

When selecting the right email software for your needs, you should think carefully about what features you require now & in the future. From advanced search capabilities to accessibility tools, make sure that the software you choose meets your current needs and any potential future requirements so that you don't need to make unnecessary changes down the line.

Mailchimp

Mailchimp is an excellent option for those who are new to email marketing. Their free plan allows users to have up to 2,000 contacts on their list. That makes it an ideal solution for beginners just starting with email marketing. However, this may not be the best option for you if you have numerous contacts already.

Pros:

• Free forever up to 2,000 contacts
• Campaign customization
• Hundreds of software integrations
• Great reporting options

Cons:

• Not for expert-level email marketers
• Expensive for contact lists over 15,000
• Can’t send to more than one list at a time
• For large companies focused on email marketing, there aren't enough segmentation options
• No custom automation

GetResponse

GetResponse is a leading email marketing platform admired for its powerful features and scalability. Particularly noteworthy is their webinar builder, which starts at $40/mo and allows up to 100 attendees. The 500-attendee package is offered for $99/mo.

Pros:

• No credit card free trial
• You don’t get charged for unsubscribed contacts
• Modern automation tools
• Flexible data segmentation
• Webinar builder
• Dashboard customization

Cons:

• No phone support except for Max plan
• Split testing is only for subject lines & content
• Drag and drop interface is touchy

ActiveCampaign

Active Campaign is a comprehensive email marketing solution that caters to both beginner and expert users. It offers users an extensive feature set, competitive pricing, & customer service excellence. Active Campaign provides everything you need to enhance your online marketing efforts - all in one place.

Pros:

• $29/mo, paid yearly or $30/mo paid monthly
• For beginners & advanced users
• Extensive automation options
• Extensive marketing features, including CRM
• Messaging (SMS, chat, & Facebook audiences)

Cons:

• Too much functionality for simple campaigns

Moosend

Moosend is new to the email marketing industry and offers affordable pricing with a good selection of templates, in-depth reporting tools, and advanced features. Give Moosend a try today and see what a difference it can make!

Pros:

• Free trial for 30 days with all features
• $9/mo, $7/mo if paid by the year
• Scalable up to at least 1,000,000 subscribers
• 70+ customizable templates for emails
• Drag and drop email builder
• Advanced reporting

Cons:

• No CRM
• Only average email deliverability
• Not many integrations

Conclusion

Many options are available when selecting email marketing software for your business in 2022. You can find the right solution for your needs, from tools tailored for beginners like Mailchimp to those with powerful automation capabilities like Active Campaign. Take the time to research each option & make sure it meets all of your requirements.