The Best Email Marketing Software for 2023

Email may appear to be on the wane in 2023, especially given the proliferation of new online channels. However, email for marketing is thriving, and it remains one of the most valuable arrows in a digital marketer’s quiver. It’s a proven method of increasing customer acquisition, retention, and engagement. Often, a company’s first contact with a prospect is via email. Moreover, email marketing isn’t limited to direct advertising. It can also help maintain relationships with current customers through newsletters, surveys, and special offers.

But where to begin? The good news is that email marketing software can make mounting digital campaigns a breeze. It offers tools to help you compose, send, and track email, plus integrate email campaign data with your other backend systems, such as your customer relationship management (CRM) platform. The right solution for your company will depend on your unique needs, which is why we’ve tested and evaluated leading platforms. Check out our top-ranked picks, and then keep reading for a buying guide that will help you choose the best email marketing software for your business.

Deeper Dive: Our Top Tested Picks

Salesforce Pardot

Best Overall

Why We Picked It

Among all the email marketing solutions we tested, Salesforce Pardot stands alone in its breadth of features. A full-service marketing automation solution, it delivers everything you need to execute email campaigns. You’ll benefit from AI-based decision-making tools, social media integration, and a polished user interface.

Who It’s For

While Pardot offers a cornucopia of marketing features, you’ll pay for them. Its steep price tag will definitely deter some people. If, on the other hand, you’re a midsize business with sufficient revenue to justify the expense, your organization’s marketing pros will have all the tools they need for success, in addition to market-leading support.

PROS

• Stellar range of features in automation and email marketing
• Unlimited automation branching
• White glove new user onboarding service
• Convenient integration with Salesforce apps like Einstein

CONS

• Too expensive for smaller SMBs
• Lacks standalone mobile apps

Campaigner

Best for Experienced Marketers

Why We Picked It

Campaigner is a highly customizable email marketing solution that offers a wide range of features at a competitive price. It integrates with an impressive menu of third-party software, and it features a powerful workflow designer. It’s also easier to use than some of its competitors. 

Who It’s For

You can’t go wrong with Campaigner for your email campaigns. However, if your business is midsize or larger, and you need an email marketing system that can scale to mass-marketing campaigns targeting large email lists, Campaigner may just be your best bet. If, on the other hand, your operations are not yet so ambitious and you want a system that integrates more general-purpose marketing automation tools, you may want to look elsewhere.

(Editors’ Note: Campaigner is owned by Ziff Davis, PCMag’s parent company.)

PROS

• Accessible 24/7 customer support
• Productivity-focused UI
• Wide range of templates and options
• Comprehensive onboarding and online resources

CONS

• Requires credit card for free trial
• No free version
• Migrating from other solutions isn’t easy

HubSpot Marketing Hub

Best for Scalable Marketing Plans

Why We Picked It

More than just an email marketing tool, HubSpot Marketing Hub is a comprehensive martech platform that integrates most of the features marketers at small to midsize businesses need. In that sense, it’s competitive with Salesforce Pardot. Because of its integrated nature, its focus is increasingly on tracking and optimizing the entire customer journey, not just the email experience.

Who It’s For

If you’re happy with your current CRM and related sales tools, choosing HubSpot as your email marketing tool will probably be overkill. If, on the other hand, you’re looking for a single solution that integrates CRM, email, and other features, HubSpot has a lot to offer. Just be aware that the price won’t be cheap, and the rich feature set means you might confront a steep learning curve.

PROS

• CRM integration included
• Vast selection of social media management options
• Stellar marketing automation
• Offers integrations with other HubSpot solutions

CONS

• Expensive
• Steep learning curve

Mailchimp

Best for Marketing With E-Commerce

Why We Picked It

A longtime player in the email marketing space, Mailchimp has steadily improved its product to meet the demands of its large customer space. While its core focus remains email, it has integrated CRM and even website-building features into its recent releases, all without compromising its consistent, comfortable UI.

Who It’s For

If you’re looking for a market-leading email marketing solution, there’s no denying that Mailchimp has long occupied that position. Although it’s been steadily adding other marketing features, the new tools aren’t as fully baked as those in some competitors’ offerings. If it’s a comprehensive digital marketing package you’re looking for, consider other options.

PROS

• Full marketing hub
• 
Workable free tier with flexible pricing 

• 
Websites and e-commerce plans bring revenue-sharing options
• Adds turnkey e-commerce for merchants

CONS

• Lackluster email template experience 

• Campaign tracking is limited and somewhat difficult

Sendinblue

Best for Small Business Marketing Automation

Why We Picked It

Like several of its competitors, Sendinblue is looking to evolve from a basic email marketing package to a more comprehensive marketing hub. Its latest iteration includes CRM features and more advanced automation capabilities. It doesn’t hurt that it features an attractive price tag that’s sure to turn some heads.

Who It’s For

Small to midsize businesses looking to get started with email marketing will find a good partner in Sendinblue. You won’t get the same feature set as some of the more costly entries in our roundup, but you won’t pay those prices, either. Sendinblue is rapidly expanding its service, so you might be surprised at what it delivers in terms of upgrades once you’re onboard.

PROS

• Wealth of transactional email and SMS features
• Includes basic CRM functionality
• Impressive range of automation and integration
• Expanded template building options

CONS

• Initial account setup can be tedious
• Data import can be convoluted
• Advanced template creation is a separate service and cost

GetResponse

Best for SMB Automation and E-Commerce

Why We Picked It

GetResponse is a no-nonsense email marketing contender with a straightforward, if somewhat sparse, UI. Its relatively low learning curve makes it a good entry point for organizations that are new to digital marketing. Although it can’t match the big players in terms of features, GetResponse improved its capabilities in the workflow automation and SMS marketing areas. It also offers e-commerce features and a good selection of third-party software integrations.

Who It’s For

Anyone who wants to up their email marketing game, but doesn’t want it to take over their life. It’s easy to use, and has enough functionality to satisfy most small business marketers. However, if you anticipate very high mail volume or the need to automate complex workflows, another solution might suit you better.

PROS

• Expanded features like SMS and email chat
• Powerful auto-responder options
• Easy email marketing features
• Improved e-commerce integration

CONS

• Analytics are underwhelming
• Lacks 24/7 phone support

Infusionsoft by Keap

Best for SMBs and Start-Ups

Why We Picked It

Infusionsoft combines email marketing and CRM functionality in a hybrid solution that’s specifically targeted at small businesses. It’s a little pricey, but that’s because it aims to offer more marketing automation features than just email and autoresponders. Lead and contact management are integrated with the package, and it offers a number of dashboards to help you organize your activities.

Who It’s For

Not everyone will appreciate Infusionsoft’s hybrid approach, particularly within large organizations where sales and marketing staff prefer to keep their concerns separate. Still, it may be just the thing for smaller businesses with lean workforces. Note, though, that Infusionsoft definitely leans toward the email marketing side of the coin, so if CRM is the more critical function for you, it might not fill all of your needs.

PROS

• Combines CRM with email marketing.
• Makes it easy to add contacts
• Great coaching and support options

CONS

• Expensive
• Reporting could use some refinement
• Template designs are limited

Zoho Campaigns

Best for Existing Zoho Customers

Why We Picked It

Zoho offers an entire portfolio of business software, and the various elements of the suite are tightly integrated. In the case of Campaigns, its integration with Zoho CRM will be especially attractive. This integrated approach also makes Zoho a good choice for businesses looking to replace a disparate collection of legacy software, and for early-stage companies looking to quickly get up and running. In addition, Zoho also provides a wealth of education and help resources, plus 24/7 phone support.

Who It’s For

If the concept of an integrated suite of business applications with a consistent, well-designed UI appeals to you, Zoho should definitely be on your radar. You’ll have the additional benefit of a single source of support across multiple teams. However, if a standalone email marketing system is what you’re looking for, and you don’t need the other applications Zoho supplies, we have a hard time recommending Zoho Campaigns at its price.

PROS

• Well-designed campaign and marketing tools
• Convenient integration with Zoho CRM
• Outstanding reports feature

CONS

• Dated email template designs
• Initial setup takes time
• Could be a costly solution for some SMBs

Campaign Monitor

Best for Basic Campaigns and Newsletters

Why We Picked It

Campaign Monitor is a no-frills email marketing system with an attractive UI. It doesn’t try to be a complete marketing automation solution or integrate CRM capabilities, like some others in this roundup. You can compose emails, set up campaigns, and track your progress—and that’s about it. That said, Campaign Monitor will let you get the job done, even if you don’t have previous experience with email marketing.

Who It’s For

Campaign Monitor doesn’t have all the bells and whistles of more full-featured competitors, but that could end up being its appeal for small organizations just getting started with email marketing. It quickly gets you up and running, and delivers most of the tools to run basic email campaigns. Just don’t expect it to grow with your more sophisticated marketing ambitions.

PROS

• Versatile email templates
• Easy-to-use WYSIWYG interface
• Easy automation tool
• Good SMB analytics

CONS

• Contact importing difficult when matching custom fields
• No SMS channel
• Lacks direct online support via phone or chat

Constant Contact

Best for Small Audience Marketing

Why We Picked It

With its focus squarely on email marketing for small businesses, Constant Contact lacks extra features, such as social media and SMS integration. But it is easy to use, includes some basic marketing automation tools, and it has added integrations with third-party software, such as CRMs and e-commerce systems. Another useful tool is its Spaminator, which helps ensure your emails don’t land in recipients’ spam boxes.

Who It’s For

Companies that are just getting started as e-commerce retailers should find Constant Contact offers the basics of what they need. Its UI is intuitive and elegant, and its integrations make it easy to start working with existing contact lists and plug in to e-commerce systems. Be aware, however, that it can be expensive if your contact lists are very long, and competitors do a better job with complex campaigns.

PROS

• Intuitive and elegant UI
• Wide range of third-party integrations
• Superior email deliverability rate

CONS

• Templates don’t offer much flexibility
• Pricing will add up once you have thousands of contacts
• No multi-channel automation

Twilio SendGrid

Best for Large-Scale Marketing

Why We Picked It

Unlike some email systems we’ve tested, which are aimed at smaller businesses, SendGrid targets midsize businesses that want to conduct large campaigns. Twilio claims it processes annual email volumes in the trillions, which few competitors can match, and it consistently maintains high performance and reliability. It also includes integrated A/B testing.

Who It’s For

If you’re planning massive email marketing campaigns with huge contact lists, look into Twilio SendGrid. You’ll be able to work with Twilio’s consultants to ensure fast and consistent delivery. Unfortunately, however, SendGrid’s email design capabilities are lackluster. If presentation is highly important to you, and particularly if you don’t have access to in-house designers and HTML coders, you may find you need an additional tool to get the results you want.

PROS

• Designed for sending emails at scale
• Good reputation management
• Solid email analytics for campaign success tracking

CONS

• Rudimentary template and HTML editors
• Dedicated IP address and email validation only on Pro Plan

Read Our Twilio SendGrid Review

Buying Guide: The Best Email Marketing Software for 2023

What Is Email Marketing Software?

Email marketing software can manage your contact lists, help you design and send compelling emails, and track whether these were opened and read. Options range from text-based template solutions that marketers can quickly make their own to more complex HTML or JavaScript templates. The good news is that it doesn’t cost much to get started, nor is it an arduous undertaking. Many of the solutions in this roundup offer free trials and affordable starter plans, and some even provide onboarding services for new customers. 

Email marketing can take several forms. For example, some businesses might decide their most effective marketing tactic is a value-add newsletter delivered to a gated subscriber community. Others might want to tie their emails directly to their product and sales engines so that they can provide special offers and deals to recipients.

Each approach requires different tools for creating and sending the source email to recipients. Email marketing tools can also help you segment your subscribers by demographics and engagement levels. And you’ll probably want to integrate them with other back-end systems, such as an accounting system, a customer relationship management (CRM) system, and an inventory management system. 

Does Email Marketing Still Work in 2023?

There’s some perception in the market that email is becoming outdated and that it’s being replaced by new channels such as social media, chat, SMS, web landing pages, and even the metaverse. That’s true to some extent—and modern, multi-channel marketing campaigns should undoubtedly take advantage of as many of these channels as possible—that’s no reason to ignore email.

According to market research firm Statista(Opens in a new window), email usage is still virtually ubiquitous. Around 306 billion emails were sent and received daily in 2020, and there were 4 billion global email users worldwide—a figure representing roughly half the global population. Moreover, those figures are expected to grow to 376 billion daily emails and 4.6 billion users by 2025. Based on that market share, it should be clear that email marketing can be not just an effective technique, but a crucial one. 

(Credit: Statista)

However, what is changing is how email users access their inboxes. Statista’s figures showed that the number of emails opened on desktop clients declined to just 18%. In place of these old-school clients were webmail (39% of opens) and mobile email clients (43% percent of opens). In fact, the most popular email client worldwide was the iPhone email app, which accounted for 29% of all email opens. With mobile email so prevalent, you’ll want to be sure your email marketing software gives special attention to this channel.

Email Marketing ROI

The good news is that the cost to reach prospective customers via email is generally low, while the profit potential is high. Estimates of the typical return on investment (ROI) for email campaigns vary, but most suggest it is around $40 per dollar spent. That’s one of the highest rates of return of any form of digital marketing.

Many email marketing plans include unlimited emails per month and bill you based on subscriber numbers. If you have a small list, then look for a company that offers a free plan, a low-cost plan for several hundred subscribers, or even a pay-as-you-go plan. On the flip side, many of these services also offer high-volume plans with 100,000 or more contacts.

As a result, the prices of email marketing contenders we review here vary widely. They start at about $3 per month to send out 500 emails per month in Zoho Campaigns, to as much as $1,250 per month for up to 10,000 contacts in Salesforce Pardot. Occasionally, you’ll even want to negotiate a custom plan directly with a sales rep.

Below, we’ll discuss how to choose the best email marketing software for your business. But first, here are our top email marketing picks for your business.

How to Get Started with Email Marketing

Getting up and running with email marketing software isn’t difficult. Generally, you’ll know right away whether you like a product’s user interface (UI) or not, and most of the contenders we reviewed offer free trials so you can poke around before dropping any cash. Luckily, most of these services have modern-looking graphics and uncluttered layouts. These are not the complex business software UIs of yesterday.

Be sure to look at how a vendor provides tech support, too, since several vendors don’t make support as available as we would have liked. You’ll find that some offer 24/7 phone support, live chat, and email help, while others leave you to rely on online documentation and limited live support hours. The best services offer a combination of self-serve help resources, such as FAQs and articles you can read to find your answers, and live support via chat or phone when you can’t solve an issue yourself. 

Finally, consider any regulatory compliance issues. For example, if you plan to market to customers in Europe, make sure that your software can help you with GDPR compliance. In the US, on the other hand, HIPAA mandates how you can use certain protected health information in your campaigns, while other laws govern how you can market to minors under the age of 18. Consult with your potential vendor to ensure it can help you with the regulations that apply to your organization.

The Golden Rules of Email Marketing

The New Normal: Email Marketing and Mobility

As we mentioned earlier, one significant change for email marketing has been increased engagement on mobile devices, rather than PCs. Mobile users access email throughout the day, and wherever they are. Thanks to payment services like Apple Pay and Google Pay, smartphones have also evolved as e-commerce tools. This can make mobile email a one-stop shop that lets customers go from marketing to purchase in a single session. 

The growing importance of mobile means you should pay special attention to the email designer and analytics sections of any email marketing service. The designer should be able to provide a preview of how your email looks in a responsive format, meaning the HTML correctly sizes images and other elements depending on the device used to view them.

You should also be able to segment your audience based on mobile device data. Some tools may force you to create custom reports to see this data, which means you may have to export it to a third-party business intelligence (BI) tool.

In addition to email, direct SMS marketing is increasingly popular—not least because it exploits an even more personal line of contact with customers. According to recent research, SMS has a 90% open rate on mobile devices compared to straight email marketing, hovering between 20-25%. That’s a clear difference, and marketers are flocking to platforms that support it. However, be careful not to market to the SMS channel too aggressively, because research shows that many people prefer to reserve it for friends and family.

Upping Your Game With Email Integration

Another modern trend in email marketing tools is integration with other systems, most notably CRM and e-commerce tools. Some of the more advanced email marketing services have even begun to resemble CRM systems. It makes sense because both types of software deal with managing and communicating with customers. 

One tactic marketers increasingly use to build more trust in their email messages is incorporating user-generated content (UGC). For example, an email might include a customer review of a product, like those you’d find on e-commerce sites like Amazon. UGC can also draw from other channels, including social media posts and comments in online forums, including your own support forums. According to a study(Opens in a new window) by digital marketing tools vendor Tint, 62% of consumers say they are more likely to click on an image in an email when it’s a customer photo, rather than an image generated by the brand.

Still, other innovative ideas are constantly being introduced to the email marketing realm. Take GetResponse, for example. It’s built a one-button live chat feature you can incorporate directly into your emails. It lets customers go from reading an email to directly interacting with sales or support people in a single experience.

Smarter Email Marketing With AI

Artificial intelligence (AI) has become a big part of many digital marketing efforts, and email is no exception. AI improves email marketing mechanics such as A/B testing and audience segmentation. Depending on how much information you can feed from your CRM and sales systems, it can also help personalize email content to the individual customer level. 

With the correct data, AI can select content, modify customer experiences on the fly, and even interact directly with customers via an AI-enabled natural-language chatbot. If any of that sounds attractive, you must look closely at how a prospective email marketing service has implemented AI and what kinds of features it offers.

Another area where AI can help is with the marketing automation capabilities that most email suites offer to some degree. Automation technology is best suited for prolonged, email-based interactions or drip campaigns. But an important aspect here is tracking the customer journey and the various touchpoints customers face from initial contact to closing the sale.

Using Email Responders to Automate Campaigns

The best email marketing services offer custom autoresponders. These help you stay in touch with your contacts with automatically generated emails based on special occasions (such as a customer’s birthday, anniversary, or past purchases), welcome emails for new subscribers, or thank-you emails for recent purchases, to give some examples.

The most advanced email marketing services offer custom workflows to specify triggers based on actions (such as opening an email or making a purchase) or inaction (such as ignoring emails). With these services, you can also set up a series of emails (such as tutorials) to send to segments of users, and you can pause or stop a campaign at any time. You can also move contacts into new segments once they’ve completed their tutorials.

This level of customization can get very complex, so it’s important not to get overwhelmed at the start. Building a map to help automate your email marketing starts with what you want to tell customers, when you want to say it, and why. Follow that plan, and you’ll quickly build a journey that might start with a welcome email post-purchase and gradually drill down to more targeted offers as your relationship with that customer grows.

Solidifying Your Email Marketing Strategy

Sending out campaigns isn’t much help unless you can track your successes and failures and quickly make adjustments. All of the services covered in this roundup offer some level of tracking, whether it’s simple open and click-rate data, color-coded charts and statistics, or even integration with Google Analytics. Once you’ve got some data on your campaign, you can tweak your content to see what works using features like A/B testing, where one part of your audience receives an email built one way and another set of people get the same email built differently.

In addition to A/B testing, many services now offer multivariate testing, which involves using multiple variations of an entire campaign to test which one performed best. Search engine optimization (SEO) is another important factor for content and landing pages. The right keywords can directly lead your subscribers from their email platform onto your website.

Whether you’re looking for a simple email marketing solution or one with full automation and advanced capabilities, there’s a wide range of solutions out there. One of the contenders we’ve reviewed here should be a solid fit. You’ll see vendors focused on expanding their internal features while others develop significant partner and integration ecosystems. The one constant is that email marketing remains the foundation and an excellent starting point for your digital marketing journey. 

For more on reaching customers and potential clients, check out the Best Marketing Automation Software.