How to Choose the Right E-mail Marketing Platform?

The way we communicate and conduct business has changed dramatically in the last decade. As people have shifted to mobile devices and kept in touch through apps and SMS, the importance of email marketing has increased, but so has the complexity. After all, with each new generation, comes a new way of communicating and a new set of expectations around marketing. As a business owner, having the correct marketing strategy in place can be the key to your success. One of the most significant decisions you will make is choosing an email marketing platform. The following are some of the key considerations you need to make when choosing an e-mail marketing platform:


The first thing you will want to do is assess the features available on the platform you are considering using. This is especially important if you are looking for a free solution. If your goal is to build a list of subscribers, you will want to make sure the platform you choose offers the necessary features to do so. Some of the features you will want to look for include:

  • Statistics
  • Analytics
  • User management
  • A/B testing
  • Marketing automation
  • Content curation (e.g. newsletters, welcome emails)
  • To-Do lists
  • Coupons/discounts
  • Downloadable resources (e.g. ebooks, checklists, etc)
  • FAQs
  • Marketing reports
  • Audience segmentation (e.g. demographic, psychographic, etc)
  • Custom fields

Another aspect of choosing the right email marketing platform is being mindful of your vendor. You don’t want to choose a company that overcharges or provides a bad experience. On the other hand, you don’t want to choose a company that doesn’t have the features you need. Take your time in reviewing their features and reading reviews from previous customers before making a decision.


The next thing you will want to do is assess the user interface of the platform. One of the significant considerations when choosing an email marketing platform is how easy it is to navigate and use. After all, you will be using this platform to get your work done. Having a user-friendly interface is key to ensuring you have a good experience when using the software.

Look for a platform with a clean, modern design and simple to follow instructions. Additionally, make sure to check out the documentation and user guides provided by the company. Accessibility and discoverability are two other significant considerations when choosing a marketing platform. Make sure that any steps you take to grow your business are as straightforward as possible. You don’t want to spend your time unraveling complex steps because you weren’t able to easily find the information you needed when you needed it. For example, if you’re using an email marketing platform to send out coupons, make sure that the steps are as simple as possible so that you can get the best results from your marketing dollars.


One of the significant considerations when choosing an email marketing platform is cost. It is essential to put your expenses into perspective. The majority of the platforms available today are free, but that doesn’t mean you can’t incur any costs. These costs can include the purchase of simple equipment (e.g. a printer), website domain, and monthly subscription fees. When choosing a marketing platform, it is essential to consider the cost of ownership and whether or not that is within your budget.

As a business owner, you don’t want to become overly dependent on a single solution. Especially since your business likely already depends on a lot of technology, why not try and find a solution that suits your needs. Having more than one solution can help ensure you’re not completely tied to one platform. Some of the alternatives you can consider include Hubspot, Mailchimp, and ConvertKit. Each of these solutions has their drawbacks, but also their merits. For example, Hubspot tends to be more expensive than Mailchimp, but it also provides a much more robust set of features.

Solutions For Various Industries

Another important consideration when choosing a marketing platform is to consider the industry you are in and the type of customers you are trying to reach. If you’re an online retailer, you will want to look for a solution that is built for e-commerce. If you’re a service-based business, you will want to look for a solution that provides phone or email support, as well as online marketing tools. Knowing which solutions are best suited for your industry can help you choose the right e-mail marketing platform. Additionally, understanding your target audience and what they want can help you choose the right content to send out.


If you’re an online retailer, you will want to look for a solution that is built for e-commerce. This will allow you to process transactions, track sales, and follow up with customers easily.

An e-commerce-compatible solution will also provide you with the necessary tools to launch your online store quickly and easily. This will help ensure your product is featured on a prominent shopping site and drive more traffic to your store. You can also access marketing tools to grow your store’s audience and gain more credibility with potential customers.


If you’re looking for a content creation platform, you will want to consider Mailchimp’s Content Hub. It’s a one-stop-shop for all your content creation needs. Not only does it have a vibrant community willing to support and help you along the way, but it also offers a wealth of in-house tools to make the process as painless as possible. Additionally, you can integrate your content with other platforms to grow your reach and drive more traffic to your site.


One of the significant factors that make Mailchimp’s Content Hub special is the integration of third-party platforms and tools. Not only can you use the service to produce and distribute content, but you can also link up with various tools and platforms to leverage their power. The best part is that you don’t have to run around looking for tools or trying to figure out how to use various platforms. Mailchimp takes care of all that so you can focus on growing your business. Additionally, you can track the performance of all your content using the platform’s integrated analytics tool.

If you’re looking for a standalone solution, Mailchimp is also available as a standalone product, providing you with all the features of its Content Hub along with a few extras. While it doesn’t offer the same level of integration, it still provides a robust set of features that will make it easy for you to get up and running quickly.


An important part of any marketing plan is reporting. Whether you’re gathering feedback from customers or analyzing your performance over time, it’s essential to know where you stand and what you can do to improve. If you’re looking for a solution that offers powerful reporting capabilities, Mailchimp’s Content Analytics can help. This tool gives you the ability to organize report cards, track the performance of different content types and campaigns, and much more. It also provides you with all the necessary charts and graphs to make informed decisions about your marketing efforts.

If you’re looking for a solution that can pull in lots of data, consider Hubspot’s Campaign Monitor. It can pull in data from lots of different sources, such as Twitter, Facebook, LinkedIn, and Gmail. Additionally, the platform offers a robust set of features, including:

  • Automation
  • Segmentation
  • Reporting
  • Integration with other platforms (e.g. Salesforce, Trello, and GitHub)
  • Personalization
  • Measurement

Choosing the right email marketing platform can be tricky, but it’s worth it. You will be able to make the right decision by taking the time to find the platform that best suits your needs. Keep in mind that while there are many features a platform must have to be considered “the best,” none of them are perfect for everyone. For example, if you’re looking for a solution that is extremely simple to use, you might want to opt for a free option. On the other hand, if you’re looking for a solution that offers a lot of features, you might want to opt for a premium solution.

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