How to Choose an E-Mail Marketing Platform

One of the first major marketing decisions a company makes is how it will reach out to customers via e-mail, a powerful owned marketing channel that is important to get correct.

Down the road, switching from certain services to others can be time consuming and difficult, although there is nothing wrong from transitioning from a lighter provider to a more robust one down the line as your business grows. If that’s something that you are currently considering, please be sure to contact us.

I’m at a Small Business or a Start Up, relying on e-commerce or lead generation, and we’re just starting to do e-mail marketing.

Generally, the most popular choices here are MailChimp or Constant Contact.

We suggest MailChimp for its ease of use and multiple simple integrations with other systems you may want to use (such as SalesForceIQ, Survey Monkey, Shopify, Squarespace, and more).

Additionally, while Constant Contact offers a free 60-day trial, after which rates start at $20 a month, MailChimp is free so long as you’re under 2,000 subscribers and have yet to send have yet to send 12,000 e-mails in a given time frame. This allows you to build your initial list and e-mail strategy on your own timeframe before having to start paying.

For a more in depth breakdown of MailChimp vs. Constant Contact, head over to the Capterra Blog.

My mid-sized sales based business is growing and I rely heavily on lead generation.

A good choice is HubSpot. While pricing can be more expensive than simpler systems, the benefits are multifold; landing page creation, some of the most robust and easy to activate integrations with CRMs like SalesForce, powerful lead scoring tools, e-mail nurturing, and best in class analytics.

If you are moving into HubSpot we highly suggest having a full time performance marketing person on board or hiring a firm to work with you, such as ours, or both.

If you’re new to HubSpot or looking to add it or switch over, let us know.

My large business relies heavily on lead generation and nurturing and needs a customizable solution.

If this is you Marketo may be a good choice. While the learning curve is much steeper than HubSpot or MailChimp, the ability to customize your workflows, nurture streams, and how you handle leads and integrations makes Marketo a great solution for larger, more complex businesses.

Be aware that having a Marketo administrator in house or working very closely with an agency is a must for using the software given its complexity.

My company relies solely on e-commerce and I’m interested in customer segmentation and predictive marketing.

Bizzy is worth a look, due to its powerful suite of segmentation, coupon, and optimization tools, as well as its close integration with Shopify.

Need more help? Is your business not one of the types listed above? Contact us and we’d be happy to help you find the right e-mail marketing and automation software for you.