Guide
How to choose email marketing software: 6 questions to ask
Six questions that narrow the field quickly, and stop you paying for features you will never use.
Most email tools can send a newsletter. The differences that matter are price at your list size, how much automation you get, and how well the tool fits what you sell. These six questions sort that out.
1. How big is your list, and how fast is it growing?
Nearly every tool charges more as your list grows. Price each one at the size you expect in twelve months.
2. How often will you send?
Some tools charge by contacts stored, others by emails sent. If you email a large list rarely, the second kind is usually cheaper.
3. Do you sell products online?
If so, you want a tool that connects to your store and can send emails based on what people bought or left in their basket.
4. How much automation do you need?
A welcome email is standard. Multi-step sequences that branch on what a subscriber does are often limited to higher plans.
5. Who will use it?
If several people need logins, check how many users each plan allows.
6. How easy is it to leave?
Make sure you can export your contacts, tags and consent records. You will want to one day.