15 Best Email Marketing Automation Software Of 2024
10 Best Email Marketing Automation Software Shortlist
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With so many different email marketing automation software solutions available, figuring out which is right for you is tough. You know you want to automate repetitive tasks such as sending welcome emails to new subscribers, follow-up messages to customers, or promotional emails based on specific user actions—but now need to figure out which platform is best. I've got you! In this post, I'll help make your choice easy, sharing my personal experiences using dozens of different email marketing automation tools with brands of all sizes, with my picks of the best email marketing automation software overall.
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The Best Email Marketing Automation Software Summary
| Tools | Price | |
|---|---|---|
| Mailchimp | From $13/month | Website |
| Omnisend | From $16/month | Website |
| Klaviyo.com | From $45/month | Website |
| Keap | From $249/month (billed annually) | Website |
| HubSpot Marketing | From $800/month + $45/month for additional seats | Website |
| EngageBay | From $12.74/user/month | Website |
| Drip | From $39/month | Website |
| Zoho Campaigns | From $2.78/month (billed annually) | Website |
| EmailOctopus | From $8/month | Website |
| GetResponse | From $13.20/month | Website |
Compare Software Specs Side by Side
Use our comparison chart to review and evaluate software specs side-by-side.
Compare SoftwareHow to Choose Email Marketing Automation Software
With so many different email marketing automation software available, it can be challenging to make decisions on what email marketing automation software is going to be the best fit for your needs.
As you're shortlisting, trialing, and selecting email marketing automation software, consider the following:
- What problem are you trying to solve - Start by identifying the email marketing automation feature gap you're trying to fill to clarify the features and functionality the email marketing automation software needs to provide.
- Who will need to use it - To evaluate cost and requirements, consider who'll be using the software and how many licenses you'll need. You'll need to evaluate if it'll just be the marketing team, or the whole organization that will require access. When that's clear, it's worth considering if you're prioritizing ease of use for all, or speed for your marketing software power users.
- What other tools it needs to work with - Clarify what tools you're replacing, what tools are staying, and the tools you'll need to integrate with, such as accounting, CRM or HR software. You'll need to decide if the tools will need to integrate together, or alternatively, if you can replace multiple tools with one consolidated email marketing automation software.
- What outcomes are important - Consider the result that the software needs to deliver to be considered a success. Consider what capability you want to gain, or what you want to improve, and how you will be measuring success. For example, an outcome could be the ability to get greater visibility into performance. You could compare email marketing automation software features until you’re blue in the face but if you aren’t thinking about the outcomes you want to drive, you could be wasting a lot of valuable time.
- How it would work within your organization - Consider the software selection alongside your workflows and delivery methodology. Evaluate what's working well, and the areas that are causing issues that need to be addressed. Remember every business is different — don’t assume that because a tool is popular that it'll work in your organization.
Best Email Marketing Automation Software Reviews
Below, you’ll discover an overview of top-notch email marketing automation software that offers essential features like automation and segmentation.
Mailchimp is a popular and user-friendly email marketing platform that empowers businesses to create, send, and analyze email campaigns. Known for its drag-and-drop interface and a variety of customizable templates, Mailchimp is accessible to both beginners and experienced marketers.
Why I picked Mailchimp: Mailchimp offers robust automation tools, including customer journey builder and pre-built automation templates, which allow users to create personalized and targeted email sequences. The platform's advanced segmentation capabilities also enable marketers to deliver tailored content to specific audience groups based on behavior, preferences, and engagement. Additionally, Mailchimp's AI-powered recommendations optimize send times and subject lines, improving open and click-through rates.
Mailchimp Standout Features and Integrations:
Features include marketing automation, landing pages, audience segmentation, A/B testing, and more. This versatility with offered features helps growing teams diversify their marketing efforts and engage with audiences via multiple channels. Mailchimp also includes features that support team collaboration, such as multi-user accounts, user roles and permissions, and collaborative workflows.
Integrations include both pre-built and native connectors like Salesforce, Shopify, WordPress, WooCommerce, Facebook, Google Analytics, Stripe, Magento, Eventbrite, and more. Connect even more third party platforms with Zapier. Mailchimp also supports a RESTful API.
Pros and cons
Pros:
- Easy-to-use interface with drag-and-drop features
- Variety of customizable templates
- Users can access detailed analytics and reporting features
Cons:
- Can get expensive with larger audience lists
- No email scheduling on free plan
Omnisend
Best for dynamic subscriber segmentation and behavioral triggers
Omnisend is an omnichannel marketing automation platform with a focus on e-commerce businesses. It allows users to create and manage personalized email campaigns, SMS messages, push notifications, and more, all from a single platform.
Why I picked Omnisend: I chose Omnisend because of its strong customer segmentation capabilities. Since the platform is designed for ecommerce businesses, segmentation options are tailored to include demographics, purchase history, engagement levels, and a variety of filters based on transactional events and purchase patterns. Furthermore, Omnisend offers dynamic segmentation which assigns customers to a lifecycle stage based on behavior triggers. It then collects data into a lifecycle state roadmap so you can make your retention strategies more targeted.
Omnisend Standout Features and Integrations:
Features include a drag-and-drop email builder, templates, and personalization options such as dynamic content blocks and personalized product recommendations. These capabilities help deliver tailored content to different customer segments, enhancing engagement and conversion rates.
Integrations include both pre-built and native connectors like Shopify, Prestashop, WooCommerce, BigCommerce, Facebook Custom Audiences, SMSBump, ReCharge, Google Customer Match, Magento, and more. You can connect to more third-party platforms with Zapier. Omnisend also supports a RESTful API.
Pros and cons
Pros:
- Multi-channel capabilities
- Comprehensive reporting and analytics
- Advanced automation and segmentation options
Cons:
- Limited social media integrations
- Limited CRM functionality
Klaviyo is an email marketing automation software designed to help businesses create and manage effective email campaigns. Tailored for e-commerce and online businesses, Klaviyo integrates seamlessly with popular platforms like Shopify and Magento, allowing users to leverage customer data for personalized and targeted communications.
Why I picked Klaviyo: The platform's automation features, such as flows, allow businesses to create automated email sequences triggered by customer actions or events. This ensures timely and relevant messaging, which can significantly boost customer retention and conversion rates. Additionally, Klaviyo's user-friendly, drag-and-drop interface makes it easy to design and implement complex automation workflows, even for those with limited technical expertise. Its powerful segmentation and dynamic content features further enhance the personalization of automated campaigns.
Klaviyo Standout Features and Integrations:
Features include A/B testing, which allows marketers to experiment with different email elements to optimize performance, and predictive analytics, which provide insights into customer behavior and future actions. Other notable features include customizable signup forms, real-time reporting, advanced segmentation, SMS marketing, and pre-built templates.
Integrations include Shopify, Salesforce, Wix, WooCommerce, Adobe Commerce (Magento), BigCommerce, Google Analytics, Facebook Ads, Instagram, Stripe, PayPal, QuickBooks, Zendesk, and Slack.
Pros and cons
Pros:
- Detailed reporting and analytics
- Advanced segmentation capabilities
- Drag-and-drop automation builder
Cons:
- Setting up flows and segments can be complex
- Can get expensive with more active profiles
Keap is a versatile CRM and automation software specifically designed to help small businesses streamline their operations and enhance customer engagement. It combines a range of tools for managing customer interactions, automating marketing processes, and capturing and nurturing leads.
Why I picked Keap: Keap enables businesses to create and send personalized email campaigns using customizable templates, ensuring that each message resonates with its intended audience. The software’s automation capabilities allow for the creation of sophisticated workflows, automating follow-ups, and lead nurturing sequences. Additionally, Keap offers advanced segmentation tools, allowing businesses to target specific groups based on behavior, preferences, and other criteria.
Keap Standout Features and Integrations:
Features include dynamic form creation, which allows businesses to design custom forms for capturing leads and integrating them into their email marketing campaigns. It also supports multi-channel communication, enabling businesses to engage with customers not just through email, but also via SMS and social media. Additionally, Keap has robust analytics and reporting tools provide deep insights into email campaign performance.
Integrations include QuickBooks, Zapier, WordPress, Shopify, Gmail, Outlook, PayPal, Stripe, Leadpages, and ScheduleOnce.
Pros and cons
Pros:
- Easy-to-use platform
- Comprehensive CRM and marketing tools
- Powerful automation capabilities
Cons:
- May not be ideal for larger businesses with more complex needs
- May be expensive for those with tighter budgets
HubSpot is a comprehensive platform designed to streamline and enhance marketing, sales, and customer service activities. It offers a suite of tools that help businesses attract and engage customers. Known for its user-friendly interface and robust features, HubSpot caters to businesses of all sizes.
Why I picked HubSpot: As an email marketing automation software, HubSpot offers a drag-and-drop email editor, which allows users to design professional-looking emails without needing any coding skills. Additionally, HubSpot’s email marketing tool is tightly integrated with its CRM, enabling personalized email campaigns that can significantly boost engagement rates. The software’s advanced segmentation, automated scheduling, and targeting capabilities ensure that emails reach the right audience at the right time, while the A/B testing functionality helps optimize email performance based on real-time data.
HubSpot Standout Features and Integrations:
Features include customizable templates, real-time performance tracking, automated workflows, email scheduling, lead nurturing, dynamic content, contact management, analytics and reporting, mobile optimization, and GDPR compliance tools.
Integrations include Salesforce, Shopify, Zapier, WordPress, Google Analytics, LinkedIn, Facebook Ads, Google Ads, Eventbrite, SurveyMonkey, GoToWebinar, Slack, Trello, Asana, and Mailchimp.
Pros and cons
Pros:
- Many customization options
- Easy-to-navigate platform
- Intuitive drag-and-drop email builder
Cons:
- May be pricey for smaller businesses
- Free version is very limited
EngageBay is an all-in-one marketing automation platform that integrates various tools such as email marketing, CRM, and social media automation. Aimed at small to medium-sized businesses, EngageBay enables users to streamline their marketing efforts through features like email campaigns, lead nurturing, and customer relationship management. With its comprehensive suite of tools, EngageBay facilitates a centralized approach to marketing, helping businesses effectively manage their customer interactions and campaigns in a unified platform.
Why I picked EngageBay: I picked EngageBay because it is known as an all-in-one email marketing automation software that combines various marketing and CRM functionalities. EngageBay sets itself apart due to its versatility and ability to work well for a variety of different industries, from customer service to enterprise sales.
EngageBay Standout Features and Integrations:
Features include contact management, email marketing automation, landing page customization, CRM pipeline management, live chat and helpdesk, social media management, marketing analytics, SMS marketing, web analytics, and more.
Integrations include both pre-built and native connectors like Gmail, Outlook, Facebook, Twitter, LinkedIn, Instagram, PayPal, Stripe, and more. Connect even more third party platforms with Zapier. EngageBay also supports a RESTful API.
Pros and cons
Pros:
- CRM functionality
- Easy-to-use
- All-in-one solution
Cons:
- Language limitations
- No dedicated mobile app
Drip is a sophisticated email marketing automation platform catering to e-commerce businesses, providing tools for creating personalized customer journeys and automating targeted campaigns. With robust segmentation capabilities and automation workflows, Drip allows users to deliver highly tailored messages to different customer segments. The platform also integrates with e-commerce systems, providing insights into customer behavior and enabling businesses to optimize their marketing strategies based on real-time data.
Why I picked Drip: I chose Drip because it is recognized as a powerful email marketing automation software for ecommerce businesses. It has a range of features that help ecommerce businesses segment their customer bases, analyze data, and create personalized and dynamic content.
Drip Standout Features and Integrations:
Features include advanced segmentation, automation workflows, abandoned cart recovery, product recommendations, analytics and insights, customer support, and a scalable infrastructure.
Integrations include both pre-built and native connectors like Shopify, WooCommerce, BigCommerce, Salesforce, WordPress, Unbounce, Facebook Custom Audiences, Magento, and more. Connect even more third party platforms with Zapier. Drip also supports a RESTful API.
Pros and cons
Pros:
- Scalability for growing ecommerce businesses
- Advanced segmentation and automation capabilities
- E-commerce-focused features and integrations
Cons:
- Steep learning curve for complex automation workflows
- Limited template customization options
Best email marketing automation software for Zoho users
Zoho Campaigns is an email marketing platform offered by Zoho, providing businesses with tools to create, send, and analyze email campaigns. As part of the broader Zoho ecosystem, it seamlessly integrates with other Zoho applications, offering users a comprehensive suite of tools for marketing, sales, and customer relationship management.
Why I picked Zoho Campaigns: I selected Zoho Campaigns because many organizations use Zoho’s other platforms, and it’s easier to pick up for existing Zoho users. This means less money and time spent on training if you already use Zoho for its other offerings.
Zoho Campaigns Standout Features and Integrations:
Features include personalization, email templates, A/B testing, email analytics, subscriber management, workflow automation, and a user-friendly interface.
Integrations include Zoho CRM, Zoho Forms, Zoho SalesIQ, Zoho Analytics, Zoho Survey, Zoho Social, Zoho Desk, Zoho Recruit, Zoho Projects, Zoho Creator, and more. Connect even more third party platforms with Zapier. Zoho Campaigns also supports an API.
Pros and cons
Pros:
- Highly customizable
- Easy-to-use
- Native Zoho integration
Cons:
- Contact management complexity
- Email deliverability issues
EmailOctopus is a cost-effective and user-friendly email marketing platform designed for small to medium-sized businesses. Known for its simplicity and affordability. With a focus on delivering reliable and straightforward email marketing solutions, EmailOctopus is an accessible choice for businesses looking to engage with their audience through targeted and well-crafted email communications.
Why I picked EmailOctopus: I picked EmailOctopus because it is considered a user-friendly email marketing automation software that's suitable for beginners. EmailOctopus offers a variety of beginner-oriented features such as drag-and-drop editors and basic integrations with popular CRM and ecommerce tools.
EmailOctopus Standout Features and Integrations:
Features include a user-friendly interface, subscriber management, automation workflows, pre-designed email templates, and reporting and analytics. While these features may not be as extensive as some of the other tools on this list, they are easy-to-use and require little training to pick up on quickly.
Integrations include both pre-built and native connectors like Salesforce, Shopify, Eventbrite, WooCommerce, Squarespace, Stripe, Pipedream, GrowSurf, Google Sheets, and more. Connect even more third party platforms with Zapier. EmailOctopus also supports a RESTful API.
Pros and cons
Pros:
- Deliverability and compliance
- Cost-effective
- Easy-to-use
Cons:
- Customization limitations
- Limited advanced features
GetResponse is a comprehensive email marketing platform that provides tools for creating, managing, and optimizing email campaigns. GetResponse enables businesses to efficiently engage with their audience. Additionally, it offers landing page creation and webinar hosting capabilities, making it a versatile solution for marketers seeking an all-in-one platform to streamline their digital marketing efforts.
Why I picked GetResponse: I picked GetResponse because it is often considered a reliable email marketing automation software for small businesses. Compared to its competitors, it is easy-to-use, affordably priced, and an all-in-one solution that is best-suited for small businesses who don’t have the resources available to invest in multiple platforms.
GetResponse Standout Features and Integrations:
Features include list building and management, email templates and editor, marketing automation, reporting and analytics, and customer support. It is also scalable and able to accommodate the growth of small businesses.
Integrations include both pre-built and native connectors like Shopify, WooCommerce, BigCommerce, Salesforce, WordPress, PrestaShop, Salesforce Commerce Cloud, Magento, and more. Connect even more third party platforms with Zapier. GetResponse also supports a RESTful API.
Pros and cons
Pros:
- Affordable pricing for small businesses
- All-in-one marketing solution
- Responsive customer support
Cons:
- Phone support not available for all pricing plans
- Limited template customization options
Other Email Marketing Automation Software
Here are some valuable choices that weren’t included in the list, but are still worth looking in to:
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Selection Criteria for Email Marketing Automation Software
Selecting the right email marketing automation software involves a careful evaluation of what they have to offer. Through extensive personal trials and research, I've developed criteria to guide software buyers towards making an informed decision.
Trends in Email Marketing Automation Software for 2024
Here are some trends I’ve noticed for email marketing automation technology, plus what they might mean for the future of the marketing industry. I sourced countless product updates, press releases, and release logs to tease out the most important insights.
Integration with AI and Machine Learning
- Trend: The use of AI and machine learning algorithms to personalize email content and optimize send times.
- Evidence: Many leading platforms have introduced features where AI analyzes subscriber behavior to predict the best times to send emails, ensuring higher open rates and engagement.
Advanced Personalization and Segmentation
- Trend: Moving beyond basic personalization, software now offers deeper segmentation and dynamic content customization.
- Evidence: Tools are evolving to allow for segmentation based on real-time activities and detailed subscriber profiles, enabling highly targeted and relevant email campaigns.
Emphasis on Privacy and Compliance
- Trend: With increasing global data protection regulations, email marketing tools are enhancing privacy features.
- Evidence: Updates frequently include improved consent management tools and features that help businesses comply with regulations like GDPR and CCPA, demonstrating a commitment to user privacy and data protection.
Interactive Email Content
- Trend: The incorporation of interactive elements within emails, such as polls, surveys, and sliders.
- Evidence: Some of the most novel updates include the ability to embed interactive content directly in emails, engaging subscribers directly from their inbox and providing immediate feedback to marketers.
These trends point towards a future where email marketing automation becomes more intelligent, personalized, and integrated into the broader digital marketing ecosystem.
What is Email Marketing Automation Software?
Email marketing automation software is a tool that enables businesses to send out emails automatically, based on predefined triggers and schedules. This software allows for the segmentation of email lists, personalized content delivery, and the scheduling of emails to be sent at optimal times. The purpose is to streamline the process of engaging with customers and prospects through email, making it more efficient and effective.
Features of Email Marketing Automation Software
Below are essential features that play a vital role in email marketing automation software:
- Email Campaign Management: Create, design, and send targeted email campaigns. Use customizable templates, drag-and-drop editors, and HTML editing.
- Contact Management: Manage subscriber lists or contact databases and import contacts. Segment them based on criteria such as demographics, behavior, or engagement levels.
- Automated Email Workflows: Design and automate sequences of emails triggered by events/actions.
- Personalization and Segmentation: Deliver personalized content, offers, or recommendations based on subscriber preferences. Segment contacts for targeted messaging.
- Tracking and Analytics: Track email performance metrics such as open rates, click-through rates, and conversions. Analyze campaign effectiveness with reporting and analytics features.
- A/B Testing: Conduct A/B testing by creating different versions of an email. Use them to test different elements like subject lines, content, or CTAs to improve campaign performance.
- Drip Campaigns: Set up automated series of emails sent at specific intervals. Use this to nurture leads, onboard new customers, or re-engage inactive subscribers.
- Workflow Automation: Automate actions and tasks based on triggers or events. Integrate with other systems and platforms like CRM, ecommerce, or social media.
- Landing Page Creation: Build customized landing pages for specific campaigns or purposes.
- Autoresponders: Send automated responses or follow-up emails based on specific triggers or events. Examples include welcome emails or order confirmations.
Benefits of Email Marketing Automation Software
Email marketing automation software has become a pivotal tool for businesses looking to optimize their digital marketing strategies efficiently. Here are five primary benefits that highlight the value of email marketing automation for users and organizations:
- Increased Efficiency and Time Savings: Automation software drastically reduces the time spent on repetitive tasks. By setting up automated email campaigns, businesses can ensure consistent communication with their audience without manual intervention, freeing up valuable time for strategy and creative efforts.
- Enhanced Personalization and Segmentation: With these tools, businesses can deliver highly personalized content to specific segments of their audience. This level of personalization improves the relevance of the communications, leading to higher engagement rates and a more personalized customer experience.
- Improved Conversion Rates: By automating the email marketing process, organizations can more effectively nurture leads through the sales funnel. Targeted messages sent at optimal times based on user behavior can significantly increase the likelihood of conversion.
- Advanced Analytics and Reporting: Email marketing automation platforms offer in-depth analytics and reporting features. These insights allow businesses to measure the success of their campaigns, understand customer behavior, and make data-driven decisions to optimize future marketing efforts.
- Scalability: As businesses grow, their marketing strategies need to scale accordingly. Automation software supports this growth by enabling users to efficiently manage large volumes of emails and complex segmentation strategies without compromising the quality or personal touch of each communication.
Email marketing automation stands out as a transformative tool for businesses aiming to enhance their marketing strategies. By embracing these benefits, organizations can foster stronger relationships with their audience, drive conversions, and achieve substantial growth in their digital marketing endeavors.
Cost & Pricing for Email Marketing Automation Software
Choosing the right email marketing automation software can be a daunting task, especially for those new to digital marketing tools. Understanding the specifics of each plan will help you select the one that best fits your business needs and budget.
| Plan Type | Average Price | Common Features Included |
|---|---|---|
| Basic | $10 - $25 per month | - Email campaigns - Basic automation features - Basic analytics - Limited templates |
| Standard | $25 - $100 per month | - Advanced automation workflows - Enhanced analytics - A/B testing - Custom templates |
| Professional | $100 - $500 per month | - Comprehensive automation options - Detailed analytics and reporting - Multi-channel marketing campaigns - Integration with CRM and other tools |
| Enterprise | $500+ per month | - Customized automation capabilities - Dedicated support - Advanced integration options - Unlimited email sends |
| Free Option | $0 | - Basic email sending capabilities - Limited number of contacts - Basic templates - Basic analytics |
When selecting a plan, consider both your immediate needs and potential future growth. Starting with a basic or free plan can be a cost-effective way to get acquainted with email marketing automation, while standard or higher plans offer more advanced features for scaling your marketing efforts.
Frequently Asked Questions
The following are answers to commonly asked questions regarding subjects related to email marketing.
What is the difference between an email marketing tool and a marketing automation tool?
How do I build my email list?
Additional Email Software Reviews
Marketing software comes in all shapes and sizes, from social media platform management to website and product reporting. You'll probably need several tools to cover the whole gambit of needs. Here are some other software review lists that I recommend checking out:
- Email Marketing Analytics Tools
- Personalized Email Marketing Software
- Video Email Marketing Software
- White Label Email Marketing Software
Conclusion
As I conclude this in-depth exploration of email marketing automation software, I hope you can see how integrating such a tool can bring significant benefits to your business. Whether you aim to improve the efficacy of your email campaigns, personalize customer interactions, or gain valuable insights into your email marketing performance, email marketing automation software can help.
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