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Which Email Marketing Software is right for me?

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which email software is right for me

I am always being asked “Which email marketing software is right for me?”, but this is not really the right question.

There is no one magical unicorn email marketing software, it really depends on what you want.

Not exactly the answer you were after, huh?!

There are a few deciding factors, but really, the biggest one I tell my clients is which one ‘feels right’. Let’s face it, you could come across a piece of software that does absolutely everything, has all the bells and whistles, but if it doesn’t feel right, you are not going to use it.

What is the point of signing up and spending money on software if you never bother to learn how to use it?

Of course, it also depends on what stage of business you are at, if you are a strict service business or if you need it to integrate with a store, if you need landing pages and full automation.

And here is the other thing, you may find a product you love and suits you perfectly, but as you grow, you may find you need to change. Your lists and automations may turn into a complete mess the further along you get and your software is not serving you anymore.

So, does it really atter which software you choose? Honestly, not really. Have a look around and see which one you like based on YOUR Priorities.

The main thing is that you START. Any email marketing software is better than none. Getting started shouldn’t be such a stressful and daunting task. The big secret is that most of the 450+ email marketing software products out there will do what you want it to do and most of them offer a free trial, so if you don’t like it you can always try something else. See is you like the way it looks and feels and then just get started.

But, I’m not going to leave you completely alone. Here is a rundown of some of the big names out there.

Disclaimer: I haven’t used all of the email marketing software programs. It would be impossible to try ALL the programs out there.


Mailchimp is probably the most widely known email marketing software out there. In fact, even if you have no idea what email marketing is, you have probably heard of Mailchimp.

Mailchimp is relatively easy to use, with plenty of integrations and features. A drag and drop email builder, segmenting contacts via tags or groups and simple tracking for analytics.

You can create your own landing pages and they have new features coming out all the time. It is great for beginners as it can be very economical when you start out.

You can start on the free plan, for up to 2,000 subscribers, which is why a lot of people choose Mailchimp, however, there is less functionality on the free plan. The free plans have changed recently so make sure if someone has given you advice, it is the right advice as they may be on a Legacy plan.

The free plan only allows you to have one audience, or list of contacts, however, you can still segment. Personally, I recommend only having one list anyway, it saves you having subscriber double ups.

Active Campaign

Active Campaign is another very popular option. It has the most flexibility with lists and tags, using both to have more options with segmenting. You also don’t double up if one subscriber is on two lists.

It also has the most powerful automations. It does everything, but unfortunately with being able to do everything, it does come with a learning curve and it’s not as pretty as some of the other options.

The automation builder is nice and visual though. I think this is what has taken ActiveCampaign from an underdog to one of the most popular options. You can add automations based on conditions and really see the customer email journey on your screen as you build it.

Starting at only $10 per month it is a very affordable option too.


I have been loving using FloDesk a little lately. It’s the relatively new kid on the block, very user friendly and great for the more visual among us, cause, well, it’s pretty.

You can create your emails with templates or start from scratch using some of their lovely layout options. Pick a layout for each section of your email and customize it with your content. I love the fact that you an also save your brand colours, so you don’t need to type your colour in every time you want to use it. It’s very intuitive and great for creatives.

With Forms you can create simple sign up forms through to full landing pages, which you can then embed in your website.

Again, building a workflow is quite visual and you can see the journey laid out for you, with conditional segmenting.

It is one of the more expensive options at $38 per month, but they do have a 30 day free trial.


Now, I’ll be completely honest, I haven’t used MailerLite as much as the others on this list, but I think it warrants a spot. It does seem to be one of the easier to use options.

With all the usual options of segmentation, email templates and landing pages, there are a few extra benefits, like an option to embed an email survey. You can even monetise your newsletter or sell products direct from your emails or landing pages.

MailerLite also have a free plan, for up to 1,000 subscribers and 12,000 emails per month. Just like Mailchimp, the price increases based on how many subscribers you have.

There are so many options out there. Some people love these options, others prefer to go with ConvertKit or OntraPort. And remember that depending on your website, you may already have some functionality right there, although they are usually not as good as a dedicated email platform.

With most email marketing software offering very similar features, it really does come down to what you want out of it. Make sure it integrates with what you already have and that you will actually use it. It is not actually that hard to switch later if you outgrow your software or something better comes along.

If you need further help figuring out which email marketing software is right for you or you would like someone to set it up for you, get in touch.

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