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How To Choose The Best Email Marketing Tools For Your Business and Budget

In our last post, titled Email Marketing and Management we discussed the importance of email marketing and how to plan your campaign. In this article, we will be taking you through the different criteria and features to look out for in email marketing software tools and how to choose the best for your business/purpose based on your budget.


Email Marketing Tools are software that helps business owners to successfully build a campaign and effectively achieve the purpose of sending. Since these are optimizing software, it is reasonable for the developers to charge for them except if they would be making their money elsewhere while they allow you to use it for free. So, basically based on budget, Email Marketing Tools can be divided into two;

  • Free
  • Paid


Yes! It is not only good for new/small-scale businesses, but it is also useful for businesses that have been in existence for a long time too. It offers a platform for small businesses to play the business game like a pro ― just like the big boys.


The paid email marketing software tools have advanced features absent in the free plans but most of them are affordable for start-ups and SMEs. Some advantages they have over free packages include;

  • Features that allow you to analyze the best time users are likely to open their mail.
  • Tools that help in effectively evaluating your campaign.
  • Excellent customer service.

Popular email marketing software tools include:

  • MailChimp
  • ExpressPigeon
  • Wix ShoutOut
  • Bench Mark Email
  • HubSpot CRM
  • Mautic
  • VerticalResponse
  • Elastic Email
  • AWeber
  • Campaign Monitor
  • ActiveCampaign
  • Mailerlite
  • Get Response
  • Sparkpost
  • Maropost
  • Emma  

Most of the listed tools above have both free and paid packages which are affordable for your budget.

Need to know

  • It is very important to sign up for most of this tools with your privately hosted email ID such as admin@techstackinc.com. The reason is simple, the software tools can prevent you from sending some campaign, skeptical it may be a spam.
  • Ensure you first send the campaign to your personal email to see how it looks before you send it to a larger contact list.
  • The campaign text should be legible enough for customers to read; tiny letters are frustrating to read ― do not make them order a pair of glasses before they can read your product promotion.

Criteria for choosing the best email marketing tool for your business and budget;

  • Number of contacts
READ  Mobile Marketing: The Best Leverage For Your Business Marketing

As a small business owner or digital marketer with few contact lists, you can use free email marketing software tools that will accommodate your list instead of subscribing for a paid tool ― use paid version in cases that require more technicalities anyway.

  • Integration

Use email marketing software tools that will integrate with your company’s customer related software such as Customer Relationship Management (CRM) software to ease your overall customer management task.

  • Email Tracking

Ensure the email marketing software tool you will be using has an inbuilt feature that aids tracking of emails as they are being opened by customers and number of links clicked to evaluate the effectiveness of your campaign.

  • Good Template

Your email layout can either interest the reader or turn them off. Check out different email marketing software tools templates and test them to choose the one with more engagements.

  • Mobile Friendliness

Email template should be compatible with any device especially mobile as more than 67% of your customers will be reading their mail on phone.

  • Customer Care Service

Consider the email marketing platform customer care service before settling for any ― there is nothing as frustrating as having an issue with your account and can’t speak to anyone who could help.


Try out different email marketing software tools before settling for one ― each of them has their pros ― observe the best you are comfortable with and suited for your purpose. In our next post on How To Successfully Use Email Marketing Software Tools Like A Pro, we will be discussing the skills of getting the most out of any tool you may choose.

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