How to Choose an Email Marketing Platform 

Deciding on which email marketing platform is best for your business can feel overwhelming. There are dozens of platforms to choose from, so how are you supposed to know which one is right for your business? If you don’t have the right infrastructure in place to handle your email marketing, you’re not going to be able to reach your subscribers and customers in the way you need to encourage engagement, build those important relationships, generate more leads, and increase sales.

In this article, I am going to alleviate some of the pressure of picking out an email platform by digging deeper into the features to consider and giving detail about 5 specific platforms for you to take a look at.

how to pick out an email marketing platform

Know What You Need

When you start looking for an email marketing platform for your small business, you need to first understand what you are going to use it for. Should you nurture your subscribers with weekly newsletters? Are dedicated sends (stand-alone emails with one offer) better at optimizing your sales and marketing funnel? What about email digests? These are all things to consider when picking out the best platform to send emails on for your business. I encourage you to take time to think about what your email marketing goals are as you begin.

Basic Email Features to Consider 

After you know what types of content you plan on including in your email marketing strategy, you need to look for certain basic features to support those different types of emails. 

Contact Management– you need software that allows you to store your contacts’ names and email addresses in one secure place.

List/Grouping Capability- You need a way to segment the people on your contact list so that you can easily group them and send specific emails to certain groups of people.

Easy to use Email Builder- This looks different for every platform, but you want to choose an email platform that is easy to create, design, and utilize templates when creating your emails. 

Scheduling Tool- Automation is key in many areas of business, and email marketing is no exception! Select an email marketing system that has the capability for you to schedule the email to send ahead of time, instead of having to manually do so.

Metrics– Don’t forget to pick out a tool that allows you to look at basic email metrics. At the very least, you should be able to view the open rate, click-through rate, and unsubscribe rate of the emails you send. 

Obviously there are so many other features to consider, but when it comes to the basics, your email platform needs to at least have these functions to help your business grow with email marketing.

different elements of email marketing

Top 5 Platforms to Consider

There are so many email marketing platforms on the market today, and each of them have their pros and cons. I’ve put together this list of the top 5 email marketing platforms that are great for small business owners. Each of the email marketing platforms on this list offers a unique set of features to explore so you can find the perfect email marketing platform to get the results you need.

MailChimp– Has a great free version, basic features, and affordable plans.

ConvertKit– Best for influencers, bloggers, and creators. Has a great platform experience and and overall integration.

Active Campaign– Great for automations, and has an easy to use platform.

Constant Contact– Best drag-and-drop builder, and has a great landing page building feature.

SendInBlue– Best for growing your customer base, and allows for custumizable CTA’s.

Most of these platforms offer a free version or a trial period, so I encourage you to take advantage of that and play around with the interface to see if it has everything you need and is easy to use.

choosing the right email marketing for you business

Choosing an Email Marketing Platform for your Biz

It’s time to grow your business with email marketing, so don’t let the decision of choosing a platform stop your progress! Picking out a platform for your email marketing does not have to be a dreaded process. I encourage you to think about the features you need for your business and see if they align with one of the 5 platforms I discussed above. As a content writer, I’m here to help turn your emails into something people on your email list notice and look forward to clicking on. Feel free to comment below or contact me if you have any questions about email marketing for your business and don’t forget to check out my services to learn more about how I can help your business! Don’t forget to connect with me on Instagram so that you can stay up to date on my newest blog posts and business tips!