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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
theMarketer From $5-6/month (3 seats)
EngageBay From $14.99/month (750 contacts)
Drip From $39/month
Zoho Campaigns From $2.78/month (billed annually)
EmailOctopus From $8/month
MailChimp From $13/month
GetResponse From $19/month
Campaigner From $59/month
Moosend From $7/month
ActiveCampaign From $29/month
Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

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How 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.

Best all-in-one email, SMS, and push marketing automation

  • Free plan available
  • From $5-6/month (3 seats)

TheMarketer is a versatile marketing solution designed to enhance customer engagement and business growth. It focuses on building long-lasting relationships with customers through personalized newsletters and a powerful loyalty program. The platform allows users to create personalized campaigns quickly and effortlessly, without the need for coding. It stands out from traditional email marketing applications by offering predefined templates that feature the user's own products, providing a realistic preview of campaign appearances.

Why I Picked TheMarketer: A significant aspect of TheMarketer is its marketing automation features, which save time and effort by automating sales-driving activities such as welcome emails, post-purchase flows, and customer anniversaries, creating seamless customer journeys. You can also build loyalty and referral programs, which is easy to set up and tailored to the specific needs of a business. TheMarketer's 'launcher' feature (customizable pop-up) engages customers throughout their website journey, keeping them updated about rewards, loyalty points, and newsletters.

TheMarketer Standout Features and Integrations:

Features include personalized newsletters, loyalty programs, marketing automation, referral programs, feedback and review management, customizable launcher for on-site engagement, easy-to-use campaign creation, GDPR compliance, integration with various services, and a library of ready-to-use templates

Integrations include Magento, PrestaShop, OpenCart, CS Cart, WooCommerce, Avanticart, Gomag, Merchant Pro, Extended, Gtex, Blugento, Zento, Unas, ShopRenter, TeamShare, and Shoptet.

Pros and cons

Pros:

  • Email, SMS, push all-in-one
  • Free for up to 1000 contacts
  • Can build referral/loyalty programs

Cons:

  • Many key features locked to higher paid plans
  • No email-only plan

Best automatic contact prioritization

  • Free plan available
  • From $14.99/month (750 contacts)
Visit Website
Rating: 4.7/5

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

Best for automated ecommerce communications

  • 14-day free trial
  • From $39/month
Visit Website
Rating: 4.4/5

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

  • Freemium version available
  • From $2.78/month (billed annually)
Visit Website
Rating: 4.3/5

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

Best email marketing automation software for beginners

  • Freemium version available
  • From $8/month
Visit Website
Rating: 4.4/5

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

Best for automated tracking and analytics

  • 30-day free trial + free plan available
  • From $13/month
Visit Website
Rating: 4.3/5

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: I selected Mailchimp because it is a highly scalable email marketing automation solution that is a great fit for growing teams. Mailchimp stands out to me because of its extensive feature set that supports collaboration. Additionally, it offers a comprehensive range of training documentation, guides, tutorials, and other support resources that your growing team can reference.

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. Mailchuimp 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:

  • Wide variety of templates
  • Advanced automation features
  • User-friendly interface

Cons:

  • Deliverability challenges
  • Steep learning curve for advanced features

Best for workflows that require a landing page

  • Freemium version available
  • From $19/month
Visit Website
Rating: 4.2/5

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

Best for complex automation workflows

  • 30-day free trial
  • From $59/month
Visit Website
Rating: 3.6/5

Campaigner is an email marketing platform designed to assist businesses in creating, deploying, and analyzing email campaigns. It provides users with tools for designing visually appealing emails, segmenting their audience, and utilizing automation workflows to enhance engagement. Campaigner aims to help businesses optimize their email marketing efforts and achieve better results in reaching and converting their target audience.

Why I picked Campaigner: I chose Campaigner because it offers a useful range of email automation features. These features are best suited for more experienced marketers who can make use of the customizable nature of Campaigner’s workflows. I particularly like the visual builder that comes equipped with a drag-and-drop interface.

Campaigner Standout Features and Integrations:

Features include a drag-and-drop visual builder, customizable workflows and messages, conversion tracking, and autoresponders. Campaigner also offers an extensive list of events, triggers, and condition that experienced marketers can select from to further tailor their email marketing campaigns to specific customer segments.

Integrations include both pre-built and native connectors like Shopify, Magento, Adobe Analytics, Google Analytics, SurveyTown, and more. Connect even more third party platforms with Zapier.

Pros and cons

Pros:

  • Intuitive UI
  • Highly customizable
  • Advanced automation features

Cons:

  • Limited pre-built integrations
  • Complex - not great for beginners

Best for automated cart abandonment emails and product recommendations

  • 30-day free trial
  • From $7/month

Moosend is an email marketing and marketing automation platform designed to assist businesses in creating, managing, and optimizing their email campaigns. Known for its user-friendly interface and drag-and-drop editor, It aims to simplify the email marketing process while providing powerful tools for personalization and engagement, making it suitable for businesses of various sizes.

Why I picked Moosend: I picked Moosend because it offers a user-friendly interface, making it accessible and easy to use. This is especially beneficial for entrepreneurs with limited resources and technical expertise. Moosend's drag-and-drop email editor simplifies the process of creating appealing email templates, and its affordability is another crucial factor for entrepreneurs. It's a cost-effective solution that fits within the budget constraints of early-stage businesses.

Moosend Standout Features and Integrations:

Features include advanced automation capabilities, assisting entrepreneurs with marketing processes, and nurturing leads. Automation features enable personalized customer journeys, helping tailor content and engage audiences. Moosend stood out to me because of their focus on features like cart abandonment emails and product recommendations. These features also make it particularly suitable for ecommerce.

Integrations include both pre-built and native connectors like WooCommerce, Shopify, Ecwid, Magento, Salesforce, Zoho CRM, HubSpot, Pipedrive, WordPress, Blogger, and more. Moosend also supports a RESTful API.

Pros and cons

Pros:

  • Excellent customer support
  • Drag-and-drop email editor
  • Advanced automation capabilities

Cons:

  • Limited A/B testing
  • Limited CRM functionality

Best for B2B email marketing automation workflows

  • Trial accounts, while limited, allow testing of most platform features
  • From $29/month

ActiveCampaign is a robust email marketing automation software designed to help businesses streamline their communication strategies. With advanced features such as personalized email campaigns, automation workflows, and customer segmentation, it empowers users to create targeted and engaging messages. The platform also offers additional tools like CRM integration and analytics, making it a comprehensive solution for optimizing marketing efforts.

Why I picked ActiveCampaign: I chose ActiveCampaign because it is a great fit for B2B teams who need robust automation capabilities, and CRM functionality. ActiveCampaign makes it easy for B2B teams to personalize email campaigns, and segment their customer base as well.

ActiveCampaign Standout Features and Integrations:

Features include advanced reporting and analytics, lead scoring and segmentation, email personalization, CRM functionality, advanced automation features, personalized support and resources, website tracking, and event tracking.

Integrations include both pre-built and native connectors like Shopify, WooCommerce, Salesforce, Magento, BigCommerce, Facebook Custom Audiences, Eventbrite, and more. Connect even more third party platforms with Zapier. ActiveCampaign also supports an ActiveCampaign API.

Pros and cons

Pros:

  • Split testing offerings
  • Built-in CRM functionality
  • Powerful automation capabilities

Cons:

  • Limited email template customization options
  • Steep learning curve for beginners

Other Email Marketing Automation Software

Here are some valuable choices that weren’t included in the list, but are still worth looking in to:

  1. Litmus

    Best for automatable email testing (like spam testing)

  2. Convertkit

    Best user-friendly visual automation builder

  3. Omnisend

    Best for dynamic subscriber segmentation and behavioral triggers

  4. MailerLite

    Best for automating paid email content for subscribers

  5. Constant Contact

    Best for automated A/B testing workflows

If you still haven't found what you're looking for here, check out these tools closely related to digital marketing strategy that we've tested and evaluated.

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.

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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 TypeAverage PriceCommon 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.

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:

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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By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.