In 2022, how crucial will email be to digital marketers? Perhaps a lot more than you realize. While social media, SMS messaging, and video conferencing have mostly supplanted email as our primary means of communicating with friends and family, email remains an important channel for businesses and brands to communicate with their customers.
Multichannel campaigns are today’s best practice, according to marketing gurus, and this is correct. To get their messages in front of consumers, savvy marketers will utilize a combination of social media, direct mail, chat, display ads, SMS, web landing pages, and even the metaverse. However, you might be surprised to realize how important email is to many successful digital marketing.
According to recent data conducted by one of our Editors’ Choice winners for email marketing tools, 64% of small businesses use email to communicate with clients, which is more than any other digital medium except social media and websites. 77 percent of marketers saw higher client engagement with email in 2021 vs 2020, whether it was due to isolation during the worldwide pandemic or for other reasons. It’s no surprise that four out of five study participants would prefer give up social media than email.
It takes more than a spreadsheet full of email addresses to succeed at email marketing. You’ll need software to assist you write, send, and track emails, as well as to link data from your email campaigns with your other backend systems. Fortunately, there is lots of assistance accessible. We look at 11 of the most popular email marketing systems and rank the best ones in this roundup. But what distinguishes them as the best? Here are a few things to think about.
What is Email Marketing?
Email marketing, as the name implies, uses emails to advertise products, services, or client connections. There are other marketing strategies available, but none offer a return on investment as high as $38 for every dollar spent.
Email marketing has helped businesses build long-term relationships with their clients, and organizations frequently convert leads into customers through this channel. There is a lot of email marketing software on the market, manufactured by the finest software development company, which makes it difficult to pick just one.
Who uses email marketing software?
Email marketing, as the name implies, is an important duty of the marketing department. Email marketing specialists may be the primary users of this program, depending on the size of the firm. Account managers, content creators and managers, and business development executives can utilize it to develop and manage client relationships, generate leads, and boost conversions.
Why Email Marketing for Small Businesses
The figures above should persuade you that email marketing is effective. And you’re missing out if you haven’t already started. Even better, it’s not too late. You will be in a better position to make better decisions for your business in terms of digital marketing, particularly email marketing, after reading this guide.
Here are a few reasons why your small business should use email to communicate with customers:
Build Trust and Credibility
Nobody knows about you or your business while you’re just getting started, just like every other business. All of the money and time is spent here. Most businesses do not rise past this level if they are not attentive.
You gradually begin to create trust and reputation by giving information and staying in touch with your audience via email. Remember that consistency is crucial in any sort of content marketing. You establish authority in your sector, and when people trust your products and services, you begin to reap the benefits of your labor.
Stay in Touch
Your clients and customers are also people. They function in the same way as humans do. Even if it’s a business transaction, feelings and emotions will always be present.
Before consumers decide whether or not to buy your goods, they must consider whether or not there are any better and more cost-effective alternatives.
Consistently sending emails to your subscribers keeps you top of mind. You not only establish confidence and credibility, but you will also be the first to come to mind when they require a service or product similar to yours.
Make certain that whatever you give to your audience is both valuable and useful. Spam is disliked by most people. Keep that in mind as well, or your emails will end up in the spam bin.
Increased Conversion Rate and Higher ROI
After all, the primary reason you’re investing in email marketing is to sell your goods and services. Yes, your immediate goal may be to spread the word about your services and generate leads, but your ultimate and primary goal will always be to turn those leads into profit.
According to the statistics above, email marketing done correctly is not a waste of time. It is, in reality, cost-effective and gives excellent value for your money.
It’s also understandable that email marketing isn’t for everyone. When it comes to running a business, there are numerous aspects to consider, all of which contribute to your success. You also can’t be an expert in every aspect of your company.
It’s great if you have the time and resources to study. However, for certain results, you may always hire a professional email marketer.
Reach your Targeted Customers
Any digital marketing campaign’s success hinges on its ability to target the right audience. One of the benefits of email marketing is that you have a variety of tools at your disposal to assist you reach out to your specific potential consumers and clients.
Segmentation is one of these properties. This tool allows you to personalize your emails and newsletters for a specific group of people. In terms of gender, demographics, and age, your items may be designed for a variety of audiences.
When operating email marketing campaigns, segmentation can help you ensure that the emails you send are directed to the right people. Consider the following example:
“Segment an email for a male audience in the United States between the ages of 24 and 30.”
You can customise certain emails for your specific target even if your products and services are designed for people of all ages and from various corners of the world. Email marketing helps you to customise your emails to a specific target audience via segmentation.
It is an Affordable form of Marketing
You probably don’t have a million dollars to execute several campaigns across multiple platforms while you’re just getting started. We’ve seen a variety of options, including social media marketing, influencer marketing, PPC advertising, and more. These are also fantastic, but they may be pricey.
Fortunately, email marketing is one of the most cost-effective methods available.
Why Choosing The Best Email Marketing Service is Important?
For small businesses, email marketing is one of the most cost-effective marketing strategies. Email marketing generates a 4300 percent return on investment (ROI) for businesses in the United States, according to the Direct Marketing Association.
This is due to the fact that email marketing is simple to use, gives you complete control, and allows you to communicate directly with your clients.
It’s critical to realize that your email marketing success is mostly determined by the email marketing software you use, as they are responsible for ensuring that your emails get delivered.
If you’re not careful, you’ll find yourself paying a lot more money for fewer marketing options and poor email deliverability rates (which causes you to lose even more money).
Best Email Marketing Software for Small Business
The finest email marketing tools for building a focused email list and designing newsletters to deliver to your subscribers, automating your email marketing campaigns, and analyzing reports and analytics are included below.
1. Constant Contact
Constant Contact is one of the world’s most popular and fastest-growing email marketing services. It’s also the most user-friendly email marketing service for beginners.
Manage your email lists, contacts, email templates, marketing calendar, and more with ease.
Unlimited emails, easy tracking and reporting, built-in social media sharing features, free image library, list segmentation, Facebook ads integration, and a sophisticated eCommerce integration for Shopify stores are all included with each account.
Email Plus memberships also include advanced features like email automation, drip marketing, surveys & polls, coupons, online donations, and subject line A/B testing, all of which help you send targeted emails and increase your open rate.
With live chat, phone calls, email, community support, and a large collection of useful materials, Constant Contact provides unrivaled customer service.
They offer in-person live seminars across the United States in addition to online training. This enables small business owners to quickly grasp the fundamentals of email marketing and use it to build their company like a pro.
Constant Contact is the best email marketing service for small businesses and startups for all of the reasons stated above.
Constant Contact offers a free 60-day trial (no credit-card required). Following that, their pricing starts at $20 per month.
WPBeginner users can save an extra 20% by using our Constant Contact coupon code.
SendinBlue is a business-focused SMS and email marketing platform. They are one of Europe’s most rapidly developing email marketing platforms.
It’s a simple platform with great capabilities for creating visually appealing and engaging emails. Their easy-to-use drag-and-drop email editor is ideal for those who are new to email marketing.
Beginner-friendly marketing automation capabilities are included in SendinBlue, allowing you to send transactional emails, set workflows for automatic follow-up emails, and segment users. It may also use AI algorithms to determine the optimal time to send bulk emails, ensuring the best email deliverability.
SendinBlue provides an email marketing package with unlimited contacts that is entirely free. Their free subscription allows you to send up to 300 emails every day, but they will brand all of your emails.
For Lite, their paid plans start at $25 per month. You can also add SMS to your account, however the cost will vary depending on how much you send.
They recently upgraded their premium plan to incorporate more advanced tools such as a landing page builder, live chat, sales CRM, and Facebook ad integration. As a result, users now get greater value for their money.
You may also utilize SendinBlue’s SMTP bulk email marketing solution to send automated or transactional emails from your WordPress site. You don’t need this for email marketing campaigns, but if you have a large website and want automatic real-time content-based emails, it’s a good feature to have.
For eCommerce, bloggers, and digital marketers, Drip is a strong enterprise email marketing tool. They provide a variety of solutions to help with marketing automation, sales funnels, and personalisation.
All popular website builders, including WordPress and WooCommerce, are seamlessly integrated with their email software. This makes it simple to add pop-ups and opt-in sign-up forms to your website and collect more leads.
Drip’s clever marketing automation capabilities, smarter email segmenting, split testing features, list groupings, and a visual automation workflow builder set it apart from competitors like Campaign Monitor. These tools enable you to reach out to specific clients on your email list in order to increase sales.
Live chat support, webinars, automation training, extensive courses, free guides, and superb documentation are all available through Drip.
We use Drip for a number of our businesses because it enables us to send mass emails while also interacting and engaging with each consumer on a personal level with their clever eCommerce marketing automation.
Their eCommerce revenue attribution feature tells us how much income each email marketing campaign generates.
Drip is the best email marketing software for eCommerce websites and business owners who want more complex tools to improve their marketing efforts, despite the fact that it’s a little pricy.
Drip offers a free trial and plans that incorporate all of its services start at $49 per month.
They just added SMS notification as a feature to all plans, allowing you to communicate with your customers via email and SMS. For store owners, this makes them a true all-in-one email marketing platform.
HubSpot is one of the most well-known CRM and email marketing softwares on the market.
Their email marketing solution is free to use and includes a number of strong automation capabilities that can help you build your business.
You may design a completely unique newsletter using their simple drag-and-drop email builder and a variety of templates that match your brand’s personality and colors.
You may customise your emails for each subscriber depending on things like device kind, country, list membership, or any other specific information you have about the particular subscriber thanks to the direct integration with HubSpot CRM.
Send time optimization, high email deliverability, A/B testing, extensive performance statistics, marketing automation, drip programs, and more are all included in HubSpot.
HubSpot’s all-in-one marketing platform includes email marketing, CRM, automation workflows, sales tools, website builder, operation hub, and more, which is one of the key reasons why small, medium, and corporate customers select HubSpot.
The CRM and all of HubSpot’s free marketing, sales, service, and operations capabilities are included in Hubspot Email Marketing’s free plan.
You can send 2,000 emails and store an infinite number of subscribers with the free version. You can customize signup and popup forms, create landing pages, manage and track your online marketing, and so much more. It comes with everything you’ll need to get started.
If you require more advanced features, their subscription options begin at $45 per month.
For professional bloggers, authors, and marketers, ConvertKit is a powerful email marketing tool. It is both simple to use and tremendously powerful.
ConvertKit’s one-of-a-kind feature is that it lets you quickly offer content upgrades and incentives alongside email registration forms. It also has simple auto-responders that allow you to send drip emails from their emailing service.
You can quickly split your subscribers into those who are interested and those who have already purchased using ConvertKit. This helps you enhance conversions by sending personalized automated emails. This is known as targeted email marketing in the marketing world.
They include a/b testing, gorgeous email templates, a landing page builder, smart workflows, and other things you’d expect from a top-tier email marketing solution.
ConvertKit provides email-based assistance and has a large knowledge base with excellent learning resources.
ConvertKit has a number of features tailored to creative and professional bloggers, such as sponsored newsletters, which is why we consider them to be the finest email marketing solution for professional bloggers.
They’ve even made it possible to sell digital products and subscriptions on the same platform.
ConvertKit has a 14-day free trial and prices start at $29 per month. They also provide a 30-day money-back guarantee.
Extensive features like a newsletter referral system, subscriber scoring, advanced reporting, and Facebook custom audiences are included in their Creator Pro subscription.
For small enterprises, Moosend is a cost-effective email marketing service. It includes a variety of marketing automation tools, as well as email list building tools, landing pages, and more.
By picking from their dozens of pre-made email templates or developing a completely bespoke template, you can rapidly build an email newsletter and personalize the email style to match your brand in minutes.
The wonderful thing about Moosend is that all of their plans, even the free one, include marketing automation tools. You may create a personalized subscriber journey for your email subscribers using their automated workflow designer.
Moosend provides complete email analytics, including email opens, clicks, bounces, product views, transactions, custom event tracking, and even anticipated demographic data.
A/B testing, email heatmap analytics, countdown timers, conditional content, AI-engine for product suggestions, popup forms, floating bars, newsletter signup subscription forms, and other conversion optimization features are included in all plans.
Moosend offers a free plan with up to 1,000 email subscribers and an infinite quantity of emails for an indefinite period of time (no credit card required). After that, their Pro package, which includes a landing page builder, transactional emails for eCommerce websites, team management, and more, starts at $8 per month.
AWeber is one of the world’s oldest and most well-known email marketing service companies. They provide a variety of tools for managing email marketing for small and medium-sized enterprises.
It’s simple to get started with AWeber. It integrates with the majority of systems, including WordPress.
You’ll have access to ready-to-use HTML email templates, list management, autoresponders, a/b testing, and complete email tracking.
Other sophisticated email marketing tools offered by AWeber include AMP emails, automatic RSS-to-email for blogs, and subscriber segmentation based on tags.
Live chat, phone help, email assistance, live webinars, and a large collection of how-tos and tutorials are all available as support alternatives.
AWeber offers a free plan with a limit of 500 subscribers. Following that, their cost begins at $19 per month. You can also save even more money by signing up for quarterly or annual plans.
Mailchimp is one of the most famous email marketing service providers in the world, owing to the fact that they give an email marketing service plan that is always free.
Although we no longer suggest it because there are better options on the market, the sad reality is that we can’t compile a list of the top email marketing software without include Mailchimp owing to its widespread use.
Mailchimp has a drag-and-drop email builder, autoresponders, contact segmentation into groups, and simple analytics tracking. It also allows you to configure delivery times based on the user’s timezones, as well as geolocation-based segmenting.
MailChimp can be readily integrated with WordPress, Magento, Shopify, and a variety of other platforms.
When compared to other providers on our list, such as HubSpot, Drip, or ConvertKit, Mailchimp’s marketing automation tools are extremely limited.
Mailchimp has attempted to introduce numerous “advanced” capabilities in recent years, but based on my testing, they aren’t actually advanced.
Email, live chat, and a comprehensive instructional knowledge base are all available for Mailchimp support. However, their customer service is frequently delayed and falls short of Constant Contact’s level of care.
Mailchimp is a free plan that allows you to send 12,000 emails to up to 2,000 subscribers for the rest of your life. Because you don’t get capabilities like send-time optimization, advanced segmentation, multi-variate testing, and so on, this plan is rather limiting. In addition, you must include their logo in your email. Last but not least, help is limited to email only, which is good if you’re a hobbyist, but if you’re running a professional business, you need dependable support.
Their paid plans begin at $10 per month for up to 500 users and rise in price every 500 subscribers.
You’ll have to upgrade to their $299 per month plan if you want limitless audiences, extensive audience segmentation, multivariate testing, and comparison reporting.
What to consider when buying email marketing software
Time and resources
It’s critical to consider how much time you’ll devote to your email marketing initiatives. Some email marketing software includes a number of advanced features that are beneficial to businesses who value email marketing and have the means to design highly focused campaigns that provide results.
If you only want to spend a few hours a month generating email campaigns, a simpler, more straightforward solution with fewer bells and whistles is far more appropriate for your company. If you’re new to email marketing — or email marketing software — you’ll want something that’s straightforward and simple to use so you can get up and running quickly and see results, even if you don’t have a lot of time to devote to campaign creation.
Pricing structures: Number of contacts and emails you send per month
Most email marketing software pricing is based on the number of contacts you have, so make sure to verify how cost-effective each pricing plan is for your organization.
Some subscriptions allow you to send an unlimited number of emails every month, while others have a limit (this is especially common in free plans). Some email marketing programs have the same functionality regardless of whatever pricing plan you choose (the only variation is the quantity of contacts), while others have extra features in higher-tier pricing plans.
Free trials vs. free plans
Some email marketing services provide a free trial for a defined amount of time (usually 30 days), and others offer free plans with limited features. While free plans are ideal for small enterprises on a budget, make sure the software you choose meets all of your requirements; otherwise, you’ll have to pay for a paid plan.
Marketing automation or email marketing
If you want to establish successful email marketing campaigns, make sure all of your marketing functions, such as social media marketing and mobile marketing, are integrated. As a result, while some software providers offer stand-alone email marketing solutions, email marketing functionality is sometimes included in marketing automation software.
WHAT TO EXPECT IN 2022
Remote work and more e-commerce transactions have resulted in a substantial increase in the quantity of online messages transmitted, including emails, during the last two years. The daily number of emails sent and received in 2021 was forecast to be around 319 billion, and that figure is only expected to rise in 2022 as people deal with the COVID-19 epidemic.
However, because of the increased number of opened emails, businesses will need to remain competitive in their marketing techniques in order to be heard above the din. To attract like-minded customers, email marketing will become increasingly loaded with user-generated material, such as testimonials, reviews, and images. Prospective clients are more likely to try your product or service if they see positive feedback from existing customers.
With the “death of the third-party cookie,” email marketers will be focusing more on building personal relationships with clients through email. When they can’t collect data anymore, it’s critical that they have a devoted client base to rely on for referrals. In targeted emails, we may expect to see more specific offerings, recommendations, and wording.
More of these emails will be automated, even if they are personalized, meaning customers may receive more emails than ever before. Companies will aim to express their messaging in the most succinct manner possible in order to get their point over fast and establish a connection with customers over competing brands. To do this, email marketing experts anticipate that in 2022, organizations will abandon templates in favor of plain text and short descriptions. As businesses fight for clients in an age of content saturation, bite-sized content, such as short movies, will become more popular.