Email marketing tools, or email marketing software, is a software platform, application, or online service that enables businesses and marketers to create, send, manage, and track email marketing campaigns. These tools provide a range of features and functionalities to help businesses effectively execute their email marketing strategies. 


Email marketing tools provide businesses the necessary features and capabilities to create, automate, and track their email campaigns effectively. They help optimize engagement, build customer relationships, and drive conversions through targeted and personalized email communication.


Features of Small Business Email Marketing Tools


While each email marketing tool provides different features, many of the tools you use will have these common components for creating your small business emails. Check each platform to see which features they offer, along with ease-of-use and if they offer a paid plan to upgrade when you want to add more robust email and sales funnel marketing features.


An email marketing tool usually provides drag-and-drop or HTML editors to create visually appealing and responsive email templates for your campaign creation. They often offer customizable templates, pre-built designs, and the ability to add images, buttons, and other elements. Contact management tools allow users to manage their email subscriber lists. This includes importing and exporting contacts, segmenting subscribers based on criteria like demographics or behavior, and maintaining clean and updated contact databases.


Many email marketing tools offer automation features to streamline and personalize email campaigns. This includes setting up automated workflows like welcome emails, drip campaigns, abandoned cart reminders, and birthday greetings. In addition, users can schedule email campaigns for specific dates and times, ensuring optimal delivery and audience engagement. They may offer features such as time zone optimization and A/B testing to improve campaign performance.


Tracking and analytics are important to your email marketing campaign to determine what works for your business. Many tools provide reporting and analytics capabilities to measure the effectiveness of email campaigns. This includes metrics like open rates, click-through rates, conversion rates, and subscriber engagement. Advanced tools may offer visual analytics, heatmaps, and conversion tracking.


Personalization and segmentation tools allow users to customize email content based on recipient data, such as name, location, or previous interactions. They also provide segmentation options to target specific groups or segments within the subscriber base. Next, compliance and deliverability features ensure compliance with email marketing regulations, such as CAN-SPAM and GDPR. They also help improve email deliverability by managing bounce rates, spam filter testing, and providing email authentication options like DKIM and SPF.


Integration and API features offer integration that allows you to connect one application or software with other platforms, such as customer relationship management systems, e-commerce software, and marketing automation software. This enables data synchronization and streamlines workflows.

The Top Email Marketing Tools for Small Business


There are several free email marketing software options available for small businesses. While these platforms typically have limitations compared to their premium counterparts, they can still provide valuable features for small-scale email marketing campaigns. Here are some popular free email marketing software options for small businesses.


Mailchimp offers a free plan allowing users to send up to 10,000 emails monthly to up to 2,000 subscribers. This platform provides basic email templates, segmentation options, automation features, and basic analytics. Mailchimp’s user-friendly interface makes it a popular choice for beginners.


MailerLite offers a free plan allowing users to send up to 12,000 emails monthly to up to 1,000 subscribers. It provides a drag-and-drop editor, automation workflows, landing pages, and basic analytics. MailerLite’s simplicity and ease of use make it suitable for small businesses.


Sendinblue offers a free plan allowing users to send up to 300 emails per day to unlimited subscribers. It provides a drag-and-drop editor, automation features, contact segmentation, and basic reporting. Sendinblue also offers SMS marketing capabilities.


Moosend offers a free plan to send unlimited emails to up to 1,000 subscribers. It provides a drag-and-drop editor, automation workflows, a landing page builder, and basic analytics. Moosend is known for its user-friendly interface and customer support.


Benchmark Email‘s free plan allows users to send up to 500 monthly emails. It provides responsive email templates, list management, basic automation, and reporting. Benchmark Email focuses on delivering professional-looking emails.


It’s important to note that while these platforms have free plans, they often have limitations in terms of subscriber counts, monthly email limits, and advanced features. As your email marketing expands, you may need to consider upgrading to a paid plan or exploring other options that better suit your requirements.


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