How to Choose an Email Marketing Platform? The Pros and Cons of Each

Email marketing, or mail marketing, is one of the most familiar and time-tested methods of reaching out to customers and potential customers. Marketers use emailing to encourage people to come back, to subscribe to a newsletter or to make a purchase. But what technology should you use for your email marketing campaigns? That is the question. 

In the past, marketers used a variety of platforms for their email marketing needs. But due to the rise of cloud computing and the need for integrated marketing suites, companies must now consider whether to stay with a traditional email marketing solution or to move towards something more modern and streamlined.

This article will examine five popular email marketing platforms and compare their pros and cons.

A Brief History of Email Marketing

Email marketing dates back to the early 1900s, when marketers would send out monthly newsletters packed with product news and information. In the 1960s, users began to grow weary of receiving such large amounts of email, and in 1983 the “spam” (unsolicited commercial email) epidemic began, marking the end of the “golden era” of email marketing. Since then, email marketing has mostly remained the same. But despite the spam epidemic, email marketing continued to grow throughout the 1980s and 1990s. According to the Radicati Group, a market research firm, email marketing worldwide revenue is expected to reach $16.9 billion by next year.

Today, email marketing is more important than ever. The rise of the “digital nomad” and “influencer” marked a shift in marketing and sales interactions. Nowadays, brands must consider email marketing as an essential tool in their arsenal, especially since many marketing platforms offer businesses the ability to track and analyze email campaigns. The shift also led to the rise of automated email responders and mass email marketing software, which in turn paved the way for businesses to create and send out massive email campaigns without having to manually write individual emails to each customer.

What Is a Marketing Platform?

In a nutshell, a marketing platform is a tool that helps businesses market and sell their products or services. Let’s examine each type of marketing platform in more detail.

Marketing Automation

Marketing automation, or marketing software as it is sometimes called, can be used to create and automate email campaigns. Essentially, marketing automation allows businesses to create and send out emails without needing to manually write them. This could save businesses a great deal of time and money, not to mention the stress of having to write and send out hundreds of emails every month.

The best marketing automation platforms have advanced email marketing features, including segmentation, personalization, and more. In addition, these platforms must be integrated with a CRM (Customer Relationship Management), so that businesses can track customer engagement throughout the entire sales process, from marketing to payment and delivery. Marketing automation is a marketing platform that allows for complex automation, including campaigns that automatically send out emails based on a business’s website traffic, social media presence, and purchasing behavior. You can find a list of the top marketing automation providers here.

Content Management

Content management, or CMS, is another type of marketing platform used by businesses. Essentially, a content management system allows for the creation and publication of content, including articles, blog posts, and videos. In today’s digital world, content plays a crucial role in marketing and sales, so any tool that can make content creation easier and more efficient is a valuable one.

The most popular CMSs include WordPress, Joomla, and Drupal. A content management system can be very useful for businesses that want to create and maintain a website for marketing purposes. For instance, WordPress is a popular CMS that provides businesses with a free, easy-to-use platform for creating websites. Not only that, but it also offers businesses a variety of free tools, such as email marketing, that can make the entire process of creating a website much easier.

Social Media Marketing

With the rise of social media, companies can now market and sell their products and services virtually anywhere online. In case you’re wondering, social media platforms include websites like Twitter and Facebook, as well as apps like TikTok and Instagram. To effectively market and sell on social media, you must integrate your campaigns on all available platforms.

The best way to do this is with a social media marketing platform. A social media marketing platform (SMM platform) is a tool that helps businesses find and engage with potential customers on social media networks. An SMM platform allows businesses to upload their media (i.e. photos, videos and GIFs) and create blogs, articles, and webinars. In addition, they can use the platform to send out automated emails, schedule social media posts, and track the performance of their marketing campaigns, all without needing to login to each individual account individually.

Search Engine Optimization (SEO)

SEO, or search engine optimization, is the process of improving a site or app’s rankings in search results. When potential customers search for your products or services, your site or app should appear near the top of the list. But how do you get there? That is the question. You can use SEO to drive more traffic to your site, and subsequently boost sales.

The primary goal of SEO is to increase the number of organic (i.e. untargeted and natural, or nofollowed) website traffic that comes from search engines like Google, Bing, and Yandex, without having to pay out-of-pocket to have your website or app show up on the first page of search results. You can use a variety of techniques, including on-site SEO, off-site SEO, and social media marketing to improve your SEO.

Why Should You Choose One Of These Email Marketing Platforms?

Now that you know what a marketing platform is and the various types of platforms available, you may be wondering which one to choose. To help you make the right decision, this article will examine the top five platforms based on their popularity, ease of use, and functionality.

1. A Remarkable Popularity

With over 1.7 million downloads on the Google Play Store, the Snapseum analysis tool has arguably one of the most remarkable app store audiences. More than 60,000 people have downloaded the MindNode app, while the Organic Web, a tool for SEOs, has seen more than 50,000 downloads. These are just a few examples of the hundreds of applications available on the Google Play Store. With such widespread popularity, it is clear that these platforms are not only useful but also easy to use.

2. An Enormous Potential User Base

Whether you are a seasoned business professional or a virtual entrepreneur just getting started, if you’re looking for an email marketing platform with mass appeal, you should consider one of the Linux-based, web-based, or mobile-based platforms. So let’s examine each type of platform in more detail.


If you’re looking for an email marketing platform that is entirely web-based, you should opt for one of the popular platforms, such as HubSpot or Hootsuite. These platforms make it easy to set up automated email campaigns, analyze the results, and take action in real time. Many businesses prefer a web-based platform because they want to be able to access their data from anywhere at any time, and make changes without having to redo everything.


Mobile-based platforms, such as MailChimp and Active Campaign, have taken the world of email marketing by storm. With many mobile-based email marketing platforms offering free trials and attractive pricing, it is clear that mobile is the place to be when it comes to email marketing.

Although mobile-based platforms are usually easier to use than their desktop counterparts, they can sometimes be a pain to set up and manage, especially if you have a bigger database or need more features. But if you are just starting out or are looking for a simple solution, mobile-based platforms could be just what you’re looking for. You should also consult with your mobile carrier to see if they offer any discounts for bulk purchases of email marketing apps.


If you’re looking for an email marketing platform that is completely Linux-based, you should opt for either the standalone mail server option or the hosted solution, such as FastMail or Mandrill. These platforms offer more than enough features for any business, and their steep learning curves make them ideal for those who are new to email marketing, or for those who want to administer their own email servers.

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