1. Email Marketing

Guide to choosing the right email marketing tool

Email marketing has proven itself to be a valuable tool in today’s dynamic digital world. It’s not just about sending marketing emails; it’s your key to building meaningful connections with your audience and achieving real business impact.

However, in order to excel in email marketing, you need the perfect set of email marketing tools based on your business needs. Whether you’re a small business, an e-commerce venture, or a well-established enterprise, choosing the right email marketing tool is crucial to ace the email marketing.

In this blog, we will help you select the right email marketing tools, so you can get the best out of your email marketing efforts. So, let’s dive in.

Benefits of Email Marketing

Email marketing is a powerful tool that can help your business in many ways. It can help you build a personal connection with your audience.

Here are some other benefits of email marketing that you should know about:

Cost-effective communication

Email marketing is an incredibly cost-effective way to reach your audience compared to traditional advertising methods.

This lets you send personalised emails to your subscribers without spending a lot of money. It also helps you get the best results by sending emails to an audience who wants to hear from you and your brand.

Enhanced customer relationships

Another benefit is that email marketing helps you reach your subscribers exactly when you need to, be it a sale or holiday. You can ensure your email reaches them on time. This not just helps build relationships but also develops loyalty.

Targeted messaging with personalisation

Email marketing allows you to segment your audience based on factors like purchase history, location, or interests that you can use to send personalised emails. This level of personalisation helps you to increase the relevance of your marketing emails, leading to a higher engagement and conversion rates and ultimately improving the overall user experience.

Conversion tracking for optimisation

It’s also relatively easier to track conversions and interactions on your marketing emails.

You either use the inbuilt analytics or rely on UTM parameters, which can be tracked inside analytics tools like Google Analytics.

Using this data, you can easily understand what works and what doesn’t in your email marketing.

Parameters to pick the right email marketing tools

Choosing the right email marketing tools is an important decision, as your choices needs to be aligned with your requirements and goals.

To ensure you make the best choice, consider these essential parameters before making any investment:


Your budget plays a crucial role in determining the right email marketing tool. Start by understanding your financial constraints and identifying a tool that fits your budget.

Many tools offer tier-based pricing, so you can select one that meets your needs without incurring unnecessary expenses. Try to strike a balance between affordability and the features you require.

Understand your use case

Different businesses have different use cases for email marketing depending on their end goal. For instance, if your primary goal is to send newsletters, share valuable content, and engage with your audience, consider tools like EmailOctopus.

On the other hand, for businesses requiring as infrastructure for sending transactional emails, such as order confirmations, receipts, password resets, or notifications, should use tools like Mailgun.

Understand your use case and ensure that you invest in a tool tailored to your requirements.


Ensure the tool you choose addresses your business’s unique challenges and objectives. Start by identifying your pain points and feature requirements.

These may include list segmentation, automation, integration with various platforms, or advanced analytics. Look out for a tool that offers solutions to these specific challenges, enabling you to streamline your email marketing efforts and achieve your goals effectively.

Customer support

Having a helpful and responsive customer support is a must when picking any tool that’s important for your business.

Look out for customer support options along with their reviews on platforms like Capterra so that you can avoid tools with a poor customer service. Quality customer support can be a lifesaver in troubleshooting problems that can come anytime.

Top email marketing tools you should consider using

The market has so many tools, picking the one that works best for your business might be a challenge.

Here are some of the top email marketing tools you can consider, depending on your use case:


When you need an email marketing tool that’s both budget-friendly and feature-rich, EmailOctopus stands out as an exception. Its main goal is to provide a simple yet powerful email marketing solution tailored to businesses of all sizes.

Using EmailOctopus, you can effortlessly create and manage your email marketing campaigns. It also comes with user-friendly features like a drag-and-drop email editor, email automation, a landing page builder, subscription forms, and friendly customer support.

Pricing: EmailOctopus even comes with a free plan, allowing you to send 10,000 emails to 2,500 subscribers at no cost. If you need more advanced features, the Pro plan is available for just $16 per month for 2,500 subscribers.


Mail-Tester is an email spam tester that analyses your email on various parameters, including domain DNS, blocklists, and HTML content. It gives your email a score, making it an excellent tool for ensuring your emails reach their intended recipients.

Pricing: It’s completely free for most use cases.


Litmus is a well-established email visual testing tool that can test your email across 90+ email clients and visualise how your email appears on different devices. It can also identify issues like broken links, allowing you to fix them before sending the campaign.

Pricing: Litmus doesn’t offer a free plan, but it provides a 7-day free trial, after which the base plan starts at $99 per month.


Popupsmart is a versatile pop-up tool that allows you to display different content in pop-ups based on geolocation or the device being used. It also comes with some unique offerings like gamified and social sharing pop-ups. Popupsmart also offers native integration with EmailOctopus, allowing you to seamlessly sync subscribers.

Pricing: A free plan is available, providing most of the functionality and allowing you to display pop-ups to up to 5,000 visitors. Paid plans start at $39 per month, offering extended capabilities for serving up to 100,000 visitors.


MailerLite is another popular email marketing tool with a user-friendly interface, just like EmailOctopus. It offers features like a drag-and-drop editor, but more advanced capabilities, such as HTML emails and promotional pop-ups, are reserved for higher-paid plans.

Though many email marketers use MailerLite, their recent price hike has made it unaffordable for many.

Pricing: MailerLite’s free plan allows you to send 12,000 emails to 1,000 subscribers, while the paid plan for 2,500 subscribers starts at $25 per month. To access all features, including HTML emails and promotional pop-ups, a $40 monthly plan is available for the same number of subscribers.

DMARC Digest

DMARC Digest by Postmark is a simple yet effective DMARC monitoring tool. Just use the DNS record provided to connect to your domain, and you’ll start getting weekly DMARC reports in a simpler format.

Pricing: The basic DMARC report is free and delivered via email. For the pro plan, which offers unlimited entries and access to their dashboard, you can subscribe for $10 per month.


Choosing the right email marketing tool is not just a choice; it’s a strategic investment in your business’s growth. Whether you’re a small business or a thriving enterprise, your email marketing tool should align with your unique needs and goals to make your campaigns efficient and cost-effective.

With the right tool in hand, you can build direct connections, engage with your audience, and build customer relationships while delivering cost-effective, measurable, and personalised campaigns. So, choose your email marketing tool wisely, tailor it to your operations, and unleash the potential of email marketing.

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