Digital Marketing trends and channels keep changing with time. While some trends come and go fast, one of the trends that has remained for a long time is email.

Email Marketing continues to be one of the best channels for both B2B and B2C businesses. Studies reveal that 73% of B2B marketers use an email newsletter to reach their target audience. Around 80% of mid-sized businesses say that email marketing is the most essential tool for customer retention.

In this guide, we will discuss what email tools are, their uses, how to choose the best one, and the 15 best email marketing tools that can increase the number of subscribers.

So, are you ready to jump into the ocean of email marketing tools? Let’s dive in.

What are the Best Email Marketing Tools in Digital Marketing?

An email marketing tool is software that helps to create, send, and maintain a track of email campaigns. It streamlines the procedure of designing emails, handling subscriber lists, checking email marketing campaign performance, and many more. Therefore, it is one of the simplest ways to promote products, services, and correct information to the target audience.

Generally, email marketing tools include well-designed email templates along with analytics dashboards that help focus on specific vital metrics like click-through and open rates. They even have segmentation, email automation, and personalization features.

What to Look for in an Email Marketing Tool?

Choosing the correct email marketing tools is essential. Selecting the best email marketing tools in India depends on the specific requirements of a business, the size of the email list, your budget, and the features you require for your email marketing campaigns.

Here are a few criteria to look for while choosing the best email marketing tools:

Simple to use: The best email marketing tools must be user-friendly and intuitive. The time you spend battling with a wrong tool is the time taken away from critical business activities.

Price: While choosing the best email marketing tools, you must consider immediate and future costs as your feature or subscriber list should grow.

Scalability: Make sure your chosen tool caters to your requirements when your business grows. Repeated tool changes can be a costly affair and disruptive, too.

Integrations: The best email marketing tools you choose should be compatible with other tools that you use, like eCommerce platforms, CRM systems, and social media integrations. It can help simplify workflows, retain data consistency, and result in more upsells and fast deals.

Segmentation: Segmentation capabilities are essential for targeting various industries, company sizes, or stages in the purchasing cycle.

Automation and personalization: Personalized content can improve engagement. Look for the best email marketing tools for automated email workflows depending on specified triggers and behaviors.

Reporting and analytics: A comprehensive understanding of click-through rates, bounce rates, open rates, and more can guide strategy and enhance campaigns with time.

Deliverability- Ensure your email marketing tool has a reputed name in the market for receiving mail in the inbox rather than the spam folder.

Email Templates- Access to mobile-responsive and well-designed templates can save time and ensure your emails look professional.

Customer support- A responsive customer support team can play a significant role, mainly when you face issues.

Email platforms have a wide range of features. The challenge is understanding those features and finding the one that suits your needs.

Let’s check out each feature in detail.

Drag-and-drop-user interface– The best email marketing tools must have a drag-and-drop editor. Mailchimp is one of the best email marketing tools that has this feature.

Segmentation- No individual on your list should receive a different email. Your email marketing campaigns must be sent to specific customer segments.

Your email marketing campaigns must be sent to specific customer segments. Most of the best email marketing tools include advanced segmentation features that allow you to categorize your target audience based on their buying history, demographics, and interests.

Personalization– is much more than putting the target audience’s first name in the body of the email. Customers look for a personalized experience with the brand despite the marketing channel they choose to interact with. Advanced personalization includes:

Automation- Email automation is one of the most significant features you should consider while searching for the best email marketing tools.

Automation is setting up email campaigns and marketing flows that automatically go out depending on customer behavior. Some of the best email marketing tools can even allow you to automate customer journeys using different channels like SMS, push notifications, and email.

A/B Testing: It is essential in running an email marketing campaign. The best method to improve your conversion rate is to check your subject lines, preview text, the body, and the design of your emails. Studies prove that nearly 58% of companies that set email marketing campaigns do A/B testing for their emails at least once yearly.

SMS Marketing: One of the easiest ways to boost your email marketing efforts is to connect with new channels. One among them is SMS.

Chatbots-Chatbots are another great tool combined with the best email marketing tools. There are a few email tools that are in combination with chat tools. If you are running a campaign for B2B, then you could combine your email campaigns with specific targeted chats available on your website.

E-commerce brands must combine email campaigns with messages received on WhatsApp, Facebook Messenger, and other channels their customers might use. It works well with discarded cart emails and retargeting promotions.

Analytics and Reports: Every email marketer believes in analytics reports. Analyzing each email campaign is essential for making the campaign successful.

As an email marketer, you should check the unsubscribe rate of every campaign to ensure that you are sending only a few emails. Also, check the deliverability rates of your mail to ensure that the emails do not end up in the spam folder.

In addition, you must check your site’s bounce rate to ensure that your customers are not clicking on an email and leaving.

How are Email Marketing Tools Used to Engage Your Audience?

Email Marketing can be helpful as it:

• Educates customers about new products or services.
• Shares business news and industry events.
• Alerts customers about promotions and contests.
• Promotes blog content.
• Guides customers regarding sales funnel.

Now that you know the multiple uses of email marketing tools, you should check out the best tools to make your email campaign successful.

15 Best Email Marketing Tools in 2024

Here are the ten best email marketing tools in 2024 to boost your digital marketing practices.

1. Mailchimp– One of the best email marketing tools, and for all good reasons, Mailchimp does not let you down. This tool has many exciting features that help build and engage customers and convert leads into sales.

One of the drawbacks of Mailchimp is this email marketing tool is designed for something other than eCommerce. It needs to develop core features like eCommerce tracking or automation, making it difficult to set an abandonment email flow. It does not include built-in integrations that eCommerce companies require.

Overall, it is one of the best email marketing tools, especially for those just starting or in the initial stage of building an email marketing strategy.

Features:

• Consumer journey builder
• Behavioral targeting
• Customized templates
• Dynamic content

2. HubSpot- HubSpot- Mainly known for its marketing automation platform, launched a free email marketing tool that can support many small businesses’ transactional email needs.

Whether you must send kickback emails from lead offers, promote existing campaigns, or send thank you emails after a purchase, the accessible version of HubSpot’s Email Marketing tool can do these for you. One of the significant features of HubSpot’s free email tool is its ease of use.

The tool comes with a handy drag-and-drop visual editor. Also, it comes with customized, ready-made templates that help you send different types of emails.

Features:

• Engage subscribers and customers with customized email campaigns
• Curate on-brand, professional emails by using the drag-and-drop editor
• Easily categorize emails by using data from HubSpot Smart CRM
• Boost client engagement with customized emails
• Personalize every email in bulk

3. Brevo- Previously known as SendInBlue, it is an all-in-one platform for all email marketing needs and includes various other channels. It helps with SMS, email marketing, chat, Facebook Messenger, and a built-in CRM. It is like a combination of email marketing tools and a customer service platform.

Features:

• SMS & Email personalization
• Marketing automation
• Mobile-friendly drag-and-drop editor
• Customized emails
• Landing page builder
• Sales CRM
• Live Chat
• Integration of Facebook ads

It is one of the best email marketing tools as it comes with a free plan for around 300 emails daily, which lets you send emails to your unlimited contacts. Their paid plan starts at $25 monthly, and you can send about 20K emails monthly.

4. Omnisend- Another on the list of best marketing tools is Omnisend. It is an all-encompassing marketing automation platform curated for e-commerce businesses to develop digital marketing strategies.

This tool’s user-friendly interface and advanced features simplify the designing and executing targeted campaigns across different channels, including SMS, push notifications, and email.

Features:

• Omnichannel communication- The email marketing tool facilitates smooth communication with clients through different channels, helping brands to engage with their customers in a personalized way.
• Advanced automation- The tool provides robust automation tools that let brands develop sophisticated workflows depending on customer behavior, leading to improved engagement and high conversion rates.
• Complete analytics- Omnisend offers different reporting tools and detailed analytics, helping users maintain a record of their campaign’s performance and make data-driven decisions for the future.

5. Sender- is one of the best free email marketing tools with exciting features that ensure deliverability. With this tool, you can create attractive newsletters even if you do not have HTML knowledge. Select and customize a template with videos, text, and images. You can even customize your newsletters based on the recipient. It will have a considerable impact. 

The analytics feature of this tool makes it one of the best email marketing tools. With this, you can know who opened your emails and who clicked on the links, at what time where they spread, how many people opened the mail but didn’t click the link and much more. This tool also helps you build perfect buyer profiles based on your subscribers’ actions so you can easily optimize your current email strategy and curate convincing offers.

Features:

• Designer email templates
• Higher email deliverability
• Smart automation
• Advanced analytics tools

6. SendPulse- SendPulse is a multi-channel marketing tool, but its email marketing feature makes it the best.

It includes a lot of professionally designed email templates that can be customized easily using a drag-and-drop editor. You can fix these personalized emails to be sent automatically to the right audience and at the right time.

The subscriber rating feature of SendPulse is a great way to find your most important subscribers. It allows you to track the open and click rates and the unread and read rates of every subscriber. You can also set replaceable text fields to customize your emails by gender, name, age, job, and date of birth.

Features: 

• Insightful email builder
• Creative subscription forms
• Wide range of responsive templates
• Customization
• Segmentation

7. Benchmark Email- Benchmark Email is one of the best email marketing tools, especially for those who want to design responsive emails that look attractive despite the device on which they are viewed.

You can add images to your email using this tool. This email editor helps add effects, text, and stickers to make the message more effective.

Also, this tool allows you to select from millions of pre-designed templates based on the industry, occasion, and type. If you are HTML savvy, you can use the code editor to curate emails from the initial stage. The dual view feature allows you to see the design while editing it. It simplifies the entire email creation process.

Features:

• Over 200 templates
• Drag and drop editor
• Marketing automation
• 1500+ integrations
• A/B testing

8. Gist- Simplify your marketing plans with this email marketing tool. Through their wide range of online marketing products and services, users can develop unique customer service experiences for their customers.

It is the best solution, and it includes marketing automation, event tracking, and live chats. These features make Gist one of the best email marketing tools.

Features: 

• Engage in real-time discussions with customers through chatbots and live chat.
• Get leads from various channels, including social media platform
• Save time and increase productivity through inbox automation. 

9. MailerLite- Advanced features like the landing page builder and pop-up customizer make it one of the best email marketing tools. Along with essential features like a drag-and-drop email builder, this email marketing tool has a fascinating text editor and a built-in photo editor to create exciting emails.

You can design responsive landing pages matching your emails, enhancing your chances of attracting conversions.

You can even conduct split tests on multiple email variations to find the best way to attract conversions and clicks. MailerLite also offers you a thorough campaign report comprising vital statistics like unsubscribe rate, click rate, open rate, and many more.

Features:

• Three editors to make responsive campaigns
• Send targeted campaigns and customized content
• Track campaign performance

10. GlueUp- For organizations in the event industry, it is necessary to use email marketing tools that offer the exceptional support that you need to push sales and grow your revenue.

This email marketing tool is changing the event industry with online solutions that help grow a business. Formerly known as EventBank, this tool offers the tools you require to create excellent events easily.

Features:

• Curate and promote hundreds of events that engage your customers
• Advertise and sell training courses and webinars
• Engage and expand your organization’s membership through its membership management suite

11. Mailjet- Mailjet comes with insightful and collaborative tools to help you build efficient email marketing campaigns.

Personalize any pre-designed email templates and curate responsive emails to impress the recipient, no matter whichever device they use. If you have a huge team, you will love this tool’s real-time collaboration feature that supports seamless collaboration.

Also, this email marketing tool allows you to add dynamic content to curate relevant and customized emails for each customer. It helps you to get better results from your email marketing campaigns. Also, you can incorporate the platform into your CRM and manage your mailing list easily through one dashboard.

Features: 

• Simple user interface
• Create, send, and track emails
• Build campaigns within a few minutes
• Comprises of ready-to-go libraries

12. ConvertKit- ConvertKit is a vital email marketing tool for designers. It is known for its automation and simplicity.

Features:

• Visual Automation Editor- The visual automation editor of this email marketing tool simplifies the curation of complex automation sequences, letting users create customized workflows to attract leads and engage with subscribers.
• Tagging Subscriber- The tool provides strong tagging capabilities, helping users classify subscribers based on their preferences and purchasing behavior to enable personalization and targeted communication.
• Landing Page Builder- The tool has a landing page builder, allowing users to create effective and simple landing pages to collect leads and expand their email list.

13. Zoho- Attractive email templates and real-time analytics make Zoho one of the best email marketing tools. It engages your audience base and improves sales. With Zoho’s wide range of digital tools and applications, you can automate your marketing strategies and enhance productivity. Everything, including accounting, sales, human resources, and marketing, can be streamlined through Zoho.

Features:

• A range of applications to support all assets of your marketing and sales strategies.
• Change your digital marketing strategies with interactive email campaigns, landing page builders, and forms.
• Find business prospects via detailed performance tracking.

14. Moosend- Perfect for email automation, the lengthy list of Moosend’s features is meant to encourage users to create practical and beautiful emails. To use this tool, you don’t require any degree in design!

To set campaigns for product recommendations and cart abandonments, incorporate Moosend with your online store. Share subscription forms on all social media channels to expand your mailing list and grow your client base. With this email marketing tool, you can promote your business with a few clicks.

Features:

• Start strategic email marketing campaigns with automation and segmentation
• Expand your email list with customized sign-up forms on your website and social media platforms
• Preset marketing tasks to engage with your customers in a much better way

15. AWeber- Why is it one of the best email marketing tools? Because of its user-friendly interface and challenging features catering to businesses of different sizes. Famous for its effective results and simplicity, AWeber provides features like:

• Template Library- AWeber offers a distinct library of templates that can be customized, making it simple for businesses to create attractive and professional emails without the need for design skills.
• Segmentation and tagging- The tool lets users categorize their email list depending on communications and subscriber behavior. Tagging options offer a basic level of customization, helping personalized and targeted communication.
• Reporting- The analytics tools of AWeber provide details on campaign performance and subscriber engagement, helping users refine their strategies for best results.

Steps to Integrate Email Marketing Tools with Your Current Platforms

Incorporating your email marketing tools with your current platforms is essential for a smooth workflow and improved data management. Here are a few crucial tips on how to incorporate your email marketing tools with different popular platforms:

1. WordPress- If you have a WordPress website, incorporating your email marketing tools is simple. Most email marketing tools offer integrations or plugins exclusively designed for WordPress. These plugins let you easily insert opt-in forms in a website and sync your subscriber lists with the email marketing tool. 

2. Shopify- For eCommerce businesses using Shopify, incorporating your email marketing tools can help you attract more sales and engage with your target audiences. Many email marketing tools provide integrations with Shopify, letting you sync your customer data, create targeted email campaigns, and keep track of the success of your campaigns. 

3. CRM Platforms- Incorporating email marketing tools with your Customer Relationship Management Platform is essential for improved data management and personalized marketing. Most email marketing tools incorporate popular CRM platforms like HubSpot, Marketo, and Salesforce. 

Essential Tips for Maximizing the Effectiveness of Email Marketing Campaigns

To enhance the efficiency of your email marketing campaigns, try following these tips:

Divide your audience: Separate your subscribers into small groups based on their behavior, interests, or demographics. It lets you send more personalized emails, which results in maximum conversions and more engagement. 

Add a personal touch to your emails: Use unique content or tags to personalize your emails using the name of the subscriber, past purchase history, or location. Personalized emails have a high chance of getting a reply from the audience. 

Do A/B testing- Test various subject lines, calls to action, and email templates to find the one that works best for your customers. A/B testing lets you improve your email campaigns and optimize them for the best results. 

Mobile optimization: With maximum emails being opened on mobiles, ensuring your emails are mobile-friendly is vital. Use responsive email templates and check your emails on various devices to ensure a smooth experience for subscribers. 

Monitor and keep track of your campaigns: Know how your email campaigns are performing by using the analytics supported by your email marketing tool. Track metrics like click-through rates, conversions, and open rates to find those areas that need improvement.  

Streamline your work with email marketing tools!

Email marketing automation is an excellent option for businesses looking to streamline their efforts to drive better results. With email marketing tools, you can set workflows that send emails based on specific events or actions, like a new subscriber, a final purchase, and an abandoned cart.

This helps you to send targeted emails on time without any manual work, which saves both time and effort. In addition, generally, automation tools offer advanced features like lead scoring, dynamic content, and behavior-based triggers, which enhance the value of each campaign.

Using the Power of Email Marketing

Companies are looking for experts with a whole skillset across domains like social media, PPC, email marketing, etc. Customers are selected for an email marketing job if they are exposed to top vendors and updated with the latest digital marketing trends.

Most of the above-mentioned free email marketing tools come with solid features even without upgrading to a paid plan. Small marketers and businesses can make the most of them as they save both money and time. Even if business owners need to fulfill their business needs, many paid plans are affordable and flexible to fit the budget.

If you are a beginner in this field, check out our email marketing guide for detailed information.