# Best Email Marketing Software 2026 | Capterra

> Find the top Email Marketing software of 2026 on Capterra. Based on millions of verified user reviews - compare and filter for whats important to you to find the best tools for your needs.

Source: https://www.capterra.com/email-marketing-software/s/web-based

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# Best Email Marketing Software

Last updated on March 19, 2026

Written by

Molly Burke

Molly BurkeAuthor

Senior Specialist Analyst Experience I have been writing content for Capterra since April 2022. I cover technology trends in retail, hospitality, and custome...

[See bio & all articles](https://www.capterra.com/resources/author/mburke/)

Author

Edited by

Parul Sharma

Parul SharmaEditor

Content Editor Experience I have been an editor at Capterra for over two years, contributing to curating and enhancing content for various niches, including ...

[See bio & all articles](https://www.capterra.com/resources/author/parul-sharma/)

Editor

Written by

Molly Burke

Molly BurkeAuthor

Senior Specialist Analyst Experience I have been writing content for Capterra since April 2022. I cover technology trends in retail, hospitality, and custome...

[See bio & all articles](https://www.capterra.com/resources/author/mburke/)

Author

Molly Burke is a senior analyst and writer for Capterra. She covers customer experience and marketing in the retail and restaurant industries, with a focus on how emerging technology is transforming the way everyday people shop. Her insights on generative AI, social media, and other tech trends have been featured in The New York Times, Vogue, BBC, CNBC, Forbes, and the Financial Times, among other publications.

Edited by

Parul Sharma

Parul SharmaEditor

Content Editor Experience I have been an editor at Capterra for over two years, contributing to curating and enhancing content for various niches, including ...

[See bio & all articles](https://www.capterra.com/resources/author/parul-sharma/)

Editor

Parul is an editor at Capterra with over half a decade of experience curating news, IT, software, finance, lifestyle, and health content. She excels at simplifying complex terms into engaging content for SMBs. Parul has worked as a feature writer for DNA India, India’s premier media portal. She was also the highest scorer in her English literature graduation and post-graduation class.

All Products

Top Products

Talk to an expert - FREE

How we picked the software on this list

**I evaluated the top email marketing software** to help small and midsize businesses improve communication, automate routine tasks, and schedule campaigns with better visibility. **These products reflect real user insights and are arranged to support quick comparison across features, pricing, and usability.** Whether you’re refining segmentation, managing compliance needs, or improving audience engagement, this overview helps you focus on what matters most as you narrow your options. For a deeper look at essential capabilities, check out our [**email marketing software buying guide**](https://www.capterra.com/email-marketing-software/#buyers-guide) **to choose the right tool.**

Sorted by Sponsored

[4.3 (2911)](https://www.capterra.com/p/31898/Constant-Contact/reviews/)

Why we picked it

Constant Contact is a reliable email marketing choice for SMBs seeking straightforward email marketing, highly valued by users for click tracking. Its drag-and-drop editor, customizable templates, and real-time reporting help teams build and track campaigns with ease. The platform also offers event management and social media tools.

Pros and cons based on reviews

Detailed email performance analytics

Maintaining client relationships

Deliverability and spam issues

Account management frustrations

Starting price

$12Usage Based, Per Month

Highest and lowest rated features

Campaign scheduling

4.6

Email campaign management

4.4

Campaign analytics

4.0

Customizable branding

3.9

Third-party integrations

3.3

Landing pages/web forms

3.2

Constant Contact’s \_\_campaign scheduling\_\_ is valued for its reliability and ease, helping users plan and adjust email sends with confidence. Its \_\_email campaign management\_\_ supports efficient creation and tracking, though A/B testing is limited. Reviewers find landing pages useful for lead capture, but note \_\_integration issues\_\_.

Constant Contact's user interface

1.  Reviewers find the interface easy to navigate with clear tabs and minimal jargon.
2.  Templates and hints support fast onboarding and campaign setup.
3.  Some users find the dashboard clunky and hard to navigate.
4.  Design tools and layout feel outdated compared to competitors.

[4.5 (6217)](https://www.capterra.com/p/171840/HubSpot-Marketing/reviews/)

Why we picked it

HubSpot Marketing Hub is a multi-channel marketing platform that integrates email marketing capabilities. The tool is highly rated for engagement tracking, and offers a centralized dashboard and detailed analytics to help businesses understand audience behavior and tailor outreach more effectively. These capabilities make it a strong fit for data-driven marketing.

Pros and cons based on reviews

Time-saving automation tools

All-in-one marketing solution

Frequent bugs and glitches

Restrictive template customization

Starting price

$15Per User, Per Month

Highest and lowest rated features

Engagement tracking

4.8

Template management

4.8

Dynamic content

4.6

Email campaign management

4.5

Multi-channel marketing

4.3

ROI tracking

4.3

Third-party integrations

4.2

Campaign scheduling

4.1

Reviewers find HubSpot Marketing Hub’s campaign scheduling useful for planning and automating outreach across email and social media. The marketing calendar helps users stay organized and adjust timing when needed. Reviewers also rely on its engagement tracking to see how recipients interact with content.

HubSpot Marketing Hub's user interface

1.  Users appreciate the centralized dashboard for managing multiple marketing tasks.
2.  The drag-and-drop menus and visual design help teams adopt it quickly.
3.  Some reviewers say the layout feels cluttered and hard to customize.
4.  Frequent UI changes and hidden features disrupt user workflows.

[4.6 (3406)](https://www.capterra.com/p/132996/brevo/reviews/)

Why we picked it

Brevo stands out as the most affordable email marketing software. It offers SMBs a unified platform to manage email, SMS, and push campaigns. Its automation, segmentation, and A/B testing tools support targeted outreach. Users can centralize customer data for better insights and campaign precision. The interface is approachable for teams with varied technical skills.

Pros and cons based on reviews

Intuitive and accessible platform

Comprehensive marketing toolkit

Strict and opaque account controls

Frequent technical glitches

Starting price

$9Usage Based, Per Month

Highest and lowest rated features

Personalization

4.5

Email campaign management

4.5

Campaign scheduling

4.0

Third-party integrations

3.6

Engagement tracking

3.5

Brevo has an intuitive email campaign management, with users highlighting \_\_automation, segmentation, and performance tracking as key strengths\_\_. Personalization features help tailor content and build stronger audience connections, while list management supports bulk edits and targeted outreach. Third-party integrations are functional but limited, especially for Shopify users.

Brevo's user interface

1.  Reviewers say the interface is intuitive and easy to learn.
2.  Drag-and-drop tools and templates simplify campaign setup.
3.  Some find list management unintuitive, especially at scale.
4.  Users mention that the design feels outdated and hard to navigate.

[4.8 (333)](https://www.capterra.com/p/211147/Levitate/reviews/)

Why we picked it

Levitate helps small businesses in customer relationships and communication. It is an email marketing platform highly valued by users for its campaign scheduling functionality. Levitate boosts email open rates with authentic messaging, simplifies outreach with intuitive workflows, and supports engagement through automation and industry-specific content. Users value its ease of use and personalized campaign tools.

Pros and cons based on reviews

Consistently high email open rates

Consistent and authentic client engagement

Training and learning curve

Bugs and issues

Starting price

$349Flat Rate, Per Month

Highest and lowest rated features

Campaign scheduling

4.6

Customizable branding

4.5

Campaign analytics

4.4

Email campaign management

4.3

Template management

4.2

Engagement tracking

4.2

CAN-SPAM compliance

2.6

Levitate’s campaign scheduling helps users automate outreach and manage reminders with flexibility. \_\_Email campaign tools support personalized communication\_\_ and efficient segmentation, while engagement tracking offers clear visibility into client interactions. Customizable branding reinforces a professional image, though CAN-SPAM compliance raises concerns for some due to flagged emails.

Levitate's user interface

1.  Users consider it easy to navigate and operate on a daily basis through Levitate’s interface.
2.  Levitate simplifies managing client touchpoints and follow-ups thanks to its automation capabilities.
3.  Some users mention reports generated by Levitate are detailed and easy to understand.
4.  Levitate is beneficial for businesses that prioritize efficient client communication.

[## Mailchimp](https://www.capterra.com/p/110228/MailChimp/)

[4.5 (17564)](https://www.capterra.com/p/110228/MailChimp/reviews/)

### Highest overall score

Why we picked it

Mailchimp earns its top spot for combining ease of use with advanced email marketing capabilities. Its AI-powered tools, flexible pricing, and built-in analytics help SMBs launch smarter campaigns. Also, Mailchimp integrates with eCommerce, analytics, content, and social media tools. The free plan includes automation and reporting, making it a strong entry point. Mailchimp is the email marketing tool with the highest overall rating.

Pros and cons based on reviews

Streamlined client outreach

Efficient newsletter creation

Deliverability and spam challenges

Limited editing flexibility

Starting price

$13Flat Rate, Per Month

Highest and lowest rated features

Email campaign management

4.5

Customer segmentation

4.4

Campaign scheduling

4.3

Template management

4.1

Engagement tracking

4.0

Contact management

4.0

Event triggered actions

4.0

Mailchimp’s \_\_email campaign management\_\_ earns strong feedback for helping users build, schedule, and analyze campaigns with ease. Its \_\_campaign scheduling\_\_ is praised for flexibility and time zone support, while \_\_customer segmentation\_\_ allows targeted outreach that boosts relevance.

Mailchimp's user interface

1.  Users appreciate Mailchimp’s intuitive interface, which allows non-technical users and marketers to manage email campaigns easily.
2.  Many appreciate the drag-and-drop tools, customizable templates, and clear step-by-step guides.
3.  However, users express frustration with frequent interface updates.
4.  Some find the interface cluttered or unintuitive, especially as more features are added.

[## ActiveCampaign](https://www.capterra.com/p/79367/ActiveCampaign/)

[4.6 (2561)](https://www.capterra.com/p/79367/ActiveCampaign/reviews/)

### Highly rated for drip campaigns

Why we picked it

ActiveCampaign is an email marketing platform built to transform the work of marketers, agencies, and entrepreneurs. This software platform is primarily used for email marketing, marketing automation, CRM, and campaign management. Users gave ActiveCampaign a high rating for its drip campaign capabilities, which allow users to automate a series of emails based on triggers such as list sign-ups or link clicks.

Pros and cons based on reviews

Consistent platform effectiveness

Advanced email automation tools

Slow performance and lag

Frequent bugs and glitches

Starting price

$15Flat Rate, Per Month

Highest and lowest rated features

Campaign scheduling

4.5

Email campaign management

4.4

Drip campaigns

4.3

Reporting/analytics

4.1

ActiveCampaign reviewers value \_\_automated outreach through drip campaigns\_\_ that trigger based on user actions, helping them nurture leads over time. Campaign scheduling is intuitive, allowing users to \_\_plan sends by time zone\_\_. Email campaign management combines personalization, segmentation, and performance tracking.

ActiveCampaign's user interface

1.  Reviewers say visual builders and organized menus simplify setup.
2.  Segmentation and tagging tools support efficient contact management.
3.  Beginners find the interface overwhelming and hard to navigate.
4.  Some users report clunky workflows and outdated design elements.

[## MailerLite](https://www.capterra.com/p/136603/MailerLite/)

[4.7 (2256)](https://www.capterra.com/p/136603/MailerLite/reviews/)

### Highly rated for customizable branding

Why we picked it

MailerLite is an email marketing platform highly appreciated for its customizable branding capabilities. It allows SMBs to create, automate, and analyze email campaigns. Including features such as drag-and-drop email builders, automation workflows, and subscriber management, businesses can use MailerLite for their audience engagement and email communications efforts.

Pros and cons based on reviews

Comprehensive email marketing tools

Beginner-friendly setup process

Slow performance and lag

Strict account and domain policies

Starting price

$10Per User, Per Month

Highest and lowest rated features

Third-party integrations

4.4

Campaign scheduling

4.3

CAN-SPAM compliance

3.8

Engagement tracking

3.8

Campaign analytics

3.6

MailerLite’s campaign scheduling helps users automate delivery across time zones and manage bulk sends with ease. Engagement tracking and campaign analytics offer clear insights into subscriber behavior and performance trends, though some users want deeper data.

MailerLite's user interface

1.  Reviewers describe the drag-and-drop editor and layout as intuitive.
2.  Tutorials and help resources support fast onboarding for beginners.
3.  Some users find the interface cluttered, especially during updates.
4.  Editing automations and forms can feel clunky or confusing.

[## Systeme.io](https://www.capterra.com/p/198994/Systeme/)

[4.8 (2126)](https://www.capterra.com/p/198994/Systeme/reviews/)

### Highly rated for landing pages/web forms

Why we picked it

Systeme.io stands out as a highly rated email marketing platform for landing pages and web forms. With a drag-and-drop builder and real-time editing, it helps small businesses launch campaigns quickly. Additionally, users value its affordability and automation tools, which make Systeme.io a great choice for small businesses seeking an all-in-one marketing tool without the overhead of multiple platforms.

Pros and cons based on reviews

Seamless migration support

Centralized marketing operations

Challenging domain configuration

Email management limitations

Starting price

$17Flat Rate, Per Month

Highest and lowest rated features

Landing pages/web forms

4.5

Email campaign management

4.5

Lead capture

4.3

Contact management

4.2

Multi-Channel marketing

3.6

ROI tracking

3.5

Campaign analytics

3.4

Third-party integrations

3.4

Systeme.io’s \_\_landing pages and web forms are praised for being easy to build and customize\_\_, even without design skills. Users say they’re effective for lead capture and fit well into sales funnels. The lead capture tools integrate smoothly with automation, helping users grow and manage lists efficiently.

Systeme.io's user interface

1.  Clean dashboard and drag-and-drop builder simplify setup.
2.  Templates and in-system tips help non-tech users get started.
3.  Some find the interface dated and less polished than peers.
4.  Page builder and navigation can feel clunky or overwhelming.

[## GMass](https://www.capterra.com/p/168452/GMass/)

[4.8 (1366)](https://www.capterra.com/p/168452/GMass/reviews/)

### Highly rated for email campaign management

Why we picked it

GMass is an email marketing tool that earns high ratings for email campaign management. Email tracking and engagement tracking are also some of the software’s strong points, making it great for companies that need to monitor delivery, opens, clicks, and responses. Its integration with Gmail and intuitive setup make it a practical choice for teams seeking a streamlined way to personalize, schedule, and track outreach—all from a familiar interface.

Pros and cons based on reviews

Significant time savings

Intuitive and efficient workflow

Challenges with spam filtering

Gmail sending restrictions

Starting price

$25Flat Rate, Per Month

Highest and lowest rated features

Email tracking

4.9

Engagement tracking

4.9

Email campaign management

4.6

Campaign scheduling

4.4

Event triggered actions

4.0

List management

3.8

GMass helps users streamline email outreach with tools for scheduling, automation, and tracking. Campaign scheduling lets them \_\_plan sends at optimal times and manage follow-ups efficiently\_\_. Email campaign management supports A/B testing and mass emailing from Gmail.

GMass's user interface

1.  Reviewers say GMass is easy to use thanks to its Gmail integration.
2.  Users appreciate quick onboarding and intuitive campaign setup.
3.  Some find the interface outdated and visually unappealing.
4.  First-time users report confusion and a steep learning curve.

[## Klaviyo](https://www.capterra.com/p/156699/Klaviyo/)

[4.6 (524)](https://www.capterra.com/p/156699/Klaviyo/reviews/)

### Highly rated for subscriber management

Why we picked it

Klaviyo is a marketing platform designed to help businesses with their marketing, analytics, and service tasks. The tool has earned a high rating for its subscriber management feature. Klaviyo makes it possible to scale marketing automation and personalization across email, SMS/RCS, WhatsApp, push, and ads. It offers native integrations, prebuilt templates and flows, and unlockable analytics such as RFM and funnel reporting.

Pros and cons based on reviews

Intuitive and accessible platform

Advanced customer segmentation

Performance and reliability concerns

Starting price

$20Usage Based, Per Month

Highest and lowest rated features

Campaign scheduling

4.3

Email campaign management

4.3

Lead capture

4.0

Contact management

3.0

Klaviyo helps users manage email campaigns with \_\_flexible scheduling and intuitive tools for building and tracking performance\_\_. Campaigns can be paused, edited, or split-tested, and users value the smart send options.

Klaviyo's user interface

1.  Users say Klaviyo’s dashboard makes campaign setup fast and accessible.
2.  Reviewers value the clean layout and easy access to analytics and tools.
3.  Some describe the interface as clunky and less modern than competitors.
4.  Customization and mobile editing are often flagged as unintuitive.

Featured partners

[Iterable](https://www.capterra.com/p/143902/Iterable/)[4.29 (63)](https://www.capterra.com/p/143902/Iterable/reviews/)

Best for Small Business

-   More than 3 integrations provided
-   Email Marketing features

[Mailjet](https://www.capterra.com/p/130105/Mailjet/)[4.23 (451)](https://www.capterra.com/p/130105/Mailjet/reviews/)

Best for Small Business

-   More than 81 integrations provided
-   Data Import/Export features

[Marketo Engage](https://www.capterra.com/p/75130/Marketo-Lead-Management/)[4.26 (710)](https://www.capterra.com/p/75130/Marketo-Lead-Management/reviews/)

Best for Small Business

-   More than 118 integrations provided
-   Dashboard Creation features

### How to select the right email marketing software

Email marketing software helps small and midsize businesses send targeted messages, automate campaigns, and track performance. Choosing the right tool supports better engagement and saves time.

Define your goals and budget

Start by identifying what you need:

-   Do you want to send newsletters, promotional emails, or transactional messages?
    
-   Will you need automation, segmentation, or analytics?
    
-   Do you need integration with CRM or eCommerce platforms?
    

Pricing varies widely. Most email marketing software solutions on the market are priced on a "per month" basis, and their entry-level pricing plans start from $7 per month. An enterprise product, which will typically cost $1499 or higher, may include additional email marketing features, such as AI content creation, bulk email, marketing automation, knowledge base, email automation, unlimited emails, SMS marketing, automation workflow, customer journey mapping, and priority customer support.

Focus on usability and key features

Ease of use is a top priority for buyers. Commonly sought features include:

-   Campaign scheduling
    
-   Contact management
    
-   CAN-SPAM compliance
    
-   Mobile optimization
    
-   Reporting and analytics
    
-   Event-triggered actions
    

During demos or trials, test how intuitive the interface is and whether it supports your typical campaign workflows. A user-friendly platform helps teams adopt the tool faster and use it more effectively.

Plan for integration and long-term value

Make sure the software integrates with your existing systems—like CRM or analytics tools—to avoid manual workarounds. Also consider:

-   Availability of training and support
    
-   Scalability as your contact list grows
    
-   Features available at different pricing tiers
    
-   Some tools offer free trials or freemium versions, which can help you test before committing. Look for platforms with high ratings for both value for money and functionality to ensure long-term satisfaction.
    

Learn more in our [Email Marketing Software Buyers Guide](https://www.capterra.com/email-marketing-software/#buyers-guide)

## Other software shortlisted by Capterra

[### PosterMyWall](https://www.capterra.com/p/189429/PosterMyWall/)[4.8 (183)](https://www.capterra.com/p/189429/PosterMyWall/reviews/)

* * *

About the product

All-in-one, AI-powered marketing and design app to promote your next big idea. Say bye-bye to multiple apps 🤩

* * *

$13/month

[### Braze](https://www.capterra.com/p/155423/Appboy/)[4.7 (168)](https://www.capterra.com/p/155423/Appboy/reviews/)

* * *

About the product

Braze enhances your email marketing with personalization, real-time analytics, & cross-channel engagement for lasting engagement.

* * *

Not provided by vendor

[### EmailOctopus](https://www.capterra.com/p/147415/EmailOctopus/)[4.8 (653)](https://www.capterra.com/p/147415/EmailOctopus/reviews/)83% rated it with 5 stars

* * *

About the product

EmailOctopus is email marketing software that provides simple tools for businesses to manage subscribers and send emails.

* * *

$9/month

[### Kit](https://www.capterra.com/p/175000/ConvertKit/)[4.6 (239)](https://www.capterra.com/p/175000/ConvertKit/reviews/)

* * *

About the product

Email marketing software built by creators for creators to grow your business with custom forms and simple but powerful automations.

* * *

$29/month

[### Salesforce Marketing Cloud](https://www.capterra.com/p/248536/Salesforce-Marketing-Cloud/)[4.2 (526)](https://www.capterra.com/p/248536/Salesforce-Marketing-Cloud/reviews/)

* * *

About the product

Reach the right subscriber at the right time — every time. Build personalized emails, from basic newsletters to complex campaigns.

* * *

$25/month

[### SendGrid](https://www.capterra.com/p/204113/SendGrid/)[4.2 (751)](https://www.capterra.com/p/204113/SendGrid/reviews/)

* * *

About the product

SendGrid is a cloud-based email API, delivery and marketing platform that helps businesses manage email communication needs.

* * *

$15/month

[### Flodesk](https://www.capterra.com/p/207268/Flodesk/)[4.5 (167)](https://www.capterra.com/p/207268/Flodesk/reviews/)

* * *

About the product

Design emails people love to open.

* * *

$38/month

[### Marketo Engage](https://www.capterra.com/p/75130/Marketo-Lead-Management/)[4.3 (710)](https://www.capterra.com/p/75130/Marketo-Lead-Management/reviews/)

* * *

About the product

Adobe Marketo Engage is a leading AI-powered platform that automates and scales marketing to drive engagement, efficiency, and revenue.

* * *

Not provided by vendor

[### AWeber](https://www.capterra.com/p/95949/AWeber-Email-Marketing/)[4.4 (321)](https://www.capterra.com/p/95949/AWeber-Email-Marketing/reviews/)

* * *

About the product

AWeber helps small businesses write better emails faster with AI, automate campaigns, and drive more sales — no tech skills needed.

* * *

$15/month

[### HighLevel](https://www.capterra.com/p/177156/HighLevel/)[4.1 (85)](https://www.capterra.com/p/177156/HighLevel/reviews/)

* * *

About the product

HighLevel is a cloud-based platform that offers a range of tools and functionalities for sales and advertising agencies.

* * *

$97/month

[### SendPulse](https://www.capterra.com/p/146369/SendPulse/)[4.6 (763)](https://www.capterra.com/p/146369/SendPulse/reviews/)

* * *

About the product

SendPulse is a marketing automation platform for email, SMS, and chatbot marketing and creating websites and online courses.

* * *

$10/month

[### Sender](https://www.capterra.com/p/139770/SENDER/)[4.7 (210)](https://www.capterra.com/p/139770/SENDER/reviews/)

* * *

About the product

Sender is email marketing software with a drag-and-drop builder, automation, and SMS marketing for streamlined campaigns.

* * *

$7/month

[### Zoho Campaigns](https://www.capterra.com/p/253223/Zoho-Campaigns/)[4.3 (314)](https://www.capterra.com/p/253223/Zoho-Campaigns/reviews/)

* * *

About the product

Create, send, and track effective email and SMS campaigns that help you build lasting relationships with your leads and contacts.

* * *

€4/month

[### iContact](https://www.capterra.com/p/221118/iContact/)[4.5 (603)](https://www.capterra.com/p/221118/iContact/reviews/)

* * *

About the product

Our easy-to-use platform provides you with the tools to grow your business. Get iContact Free by visiting iContact.com, link in bio.

* * *

$14/month

[### GetResponse](https://www.capterra.com/p/153948/GetResponse/)[4.2 (519)](https://www.capterra.com/p/153948/GetResponse/reviews/)

* * *

About the product

Engage your audience and grow your business with professional email marketing campaigns - no HTML skills required!

* * *

€16/month

Connect with a Capterra advisor for a free 15-minute consultation

Get a personalized software list aligned to your business needs with guidance from our expert advisors.

## Frequently asked questions

What is email marketing software?

Email marketing software is a digital tool that enables businesses to create, track, and send email campaigns to a targeted audience. It allows marketers to manage and automate various aspects of email marketing, including building and segmenting email lists, designing emails, scheduling and delivering them, and analyzing the results through various metrics.

Which software is best for email marketing?

The email marketing software with the highest overall score, with a user rating of 4.5 out of 5 stars, is Mailchimp.

How much does email marketing software cost?

Email marketing software starts at $7/month for basic plans, while enterprise tools can cost $1,499/month or more, with potential hidden fees. Free and trial versions are available for cost-effective testing.

What features should I look for in email marketing software?

Key features include email campaign management, list management, and template management. You may also will look for common email marketing features like contact management, CAN-SPAM compliance, and customizable fields.

Is there free email marketing software available?

Yes, Capterra lists 333 free email marketing tools and 575 products with free trials, ideal for testing before committing financially.

## About the authors

[Molly Burke](https://www.capterra.com/resources/author/mburke/)

Author

Molly Burke is a senior analyst and writer for Capterra. She covers customer experience and marketing in the retail and restaurant industries, with a focus on...

[Parul Sharma](https://www.capterra.com/resources/author/parul-sharma/)

Editor

Parul is an editor at Capterra with over half a decade of experience curating news, IT, software, finance, lifestyle, and health content. She excels at...

[4.3 (63)](https://www.capterra.com/p/143902/Iterable/reviews/)

Iterable is an AI-powered cross-channel communication platform that helps brands deliver joyful experiences to their customers. [Learn more about Iterable](https://www.capterra.com/p/143902/Iterable/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

Reporting/Analytics

Subscriber Management

[4.3 (2911)](https://www.capterra.com/p/31898/Constant-Contact/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

We deliver the tools to simplify and amplify digital marketing and drive results for your business. [Learn more about Constant Contact](https://www.capterra.com/p/31898/Constant-Contact/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

Reporting/Analytics

Subscriber Management

[4.5 (6217)](https://www.capterra.com/p/171840/HubSpot-Marketing/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

Over 100,000 customers in more than 120 countries use HubSpot's award-winning software to attract, engage and delight their customers. [Learn more about HubSpot Marketing Hub](https://www.capterra.com/p/171840/HubSpot-Marketing/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

Reporting/Analytics

Subscriber Management

Connect with a Capterra advisor for a free 15-minute consultation

Get a personalized software list aligned to your business needs with guidance from our expert advisors.

[4.6 (3406)](https://www.capterra.com/p/132996/brevo/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

Email marketing that works as hard as you do. Grow your business with AI-powered campaigns, automation & more. [Learn more about Brevo](https://www.capterra.com/p/132996/brevo/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

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Subscriber Management

86% recommend this product

[4.2 (451)](https://www.capterra.com/p/130105/Mailjet/reviews/)

The best email marketing software that’s built for devs and loved by marketers [Learn more about Mailjet](https://www.capterra.com/p/130105/Mailjet/)

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Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

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[4.8 (333)](https://www.capterra.com/p/211147/Levitate/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

Mass blast marketing won't cut it anymore. Grow your business and create client happiness with Levitate. [Learn more about Levitate](https://www.capterra.com/p/211147/Levitate/)

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Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

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91% recommend this product

[4.3 (710)](https://www.capterra.com/p/75130/Marketo-Lead-Management/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

Adobe Marketo Engage is a leading AI-powered platform that automates and scales marketing to drive engagement, efficiency, and revenue. [Learn more about Marketo Engage](https://www.capterra.com/p/75130/Marketo-Lead-Management/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

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Subscriber Management

[4.7 (51)](https://www.capterra.com/p/166204/emfluence/reviews/)

Create, automate, and measure email campaigns with dynamic personalization, powerful analytics, and intuitive design tools. [Learn more about emfluence Marketing Platform](https://www.capterra.com/p/166204/emfluence/)

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CAN-SPAM Compliance

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[4.3 (196)](https://www.capterra.com/p/159630/Mailgun/reviews/)

Mailgun is a transactional email API service that enables developers to send, receive, and track emails. [Learn more about Mailgun](https://www.capterra.com/p/159630/Mailgun/)

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CAN-SPAM Compliance

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[4.7 (836)](https://www.capterra.com/p/153508/Omnisend/reviews/)

150k+ Shopify, WooCommerce, and Wix ecommerce stores scale their business with Omnisend’s powerful email & SMS marketing platform. [Learn more about Omnisend](https://www.capterra.com/p/153508/Omnisend/)

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Campaign Scheduling

CAN-SPAM Compliance

Contact Management

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Email Tracking

Mobile Optimization

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85% recommend this product

[4.7 (55)](https://www.capterra.com/p/134176/Pinpointe/reviews/)

Cloud-based email marketing for mid-size enterprises, agencies and high volume senders who have outgrown their current ESP. [Learn more about Pinpointe](https://www.capterra.com/p/134176/Pinpointe/)

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Contact Management

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[4.8 (653)](https://www.capterra.com/p/147415/EmailOctopus/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

EmailOctopus is email marketing software that provides simple tools for businesses to manage subscribers and send emails. [Learn more about EmailOctopus](https://www.capterra.com/p/147415/EmailOctopus/)

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94% recommend this product

[4.8 (6)](https://www.capterra.com/p/237293/InboxAlly/#reviews)

InboxAlly helps repair and protect your email sender reputation and ensure your emails are delivered in the inbox. [Learn more about InboxAlly](https://www.capterra.com/p/237293/InboxAlly/)

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[4.3 (666)](https://www.capterra.com/p/141842/Weave/reviews/)

Appointment scheduling solution that helps businesses manage bookings, reminders, payments, email marketing, reviews and more. [Learn more about Weave](https://www.capterra.com/p/141842/Weave/)

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[4.8 (9)](https://www.capterra.com/p/207036/Soprano/#reviews)

Soprano Connect is an automated communication platform for sending secure, high-trust, time-sensitive enterprise email messages.  [Learn more about Soprano](https://www.capterra.com/p/207036/Soprano/)

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[4.5 (1132)](https://www.capterra.com/p/148516/Marketing-360/reviews/)

#1 Marketing Platform for Email Marketing. [Learn more about Marketing 360](https://www.capterra.com/p/148516/Marketing-360/)

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82% recommend this product

[4.7 (907)](https://www.capterra.com/p/178819/EngageBay-Marketing/reviews/)

EngageBay allows you to grow your business with AI-powered email marketing functionalities. [Learn more about EngageBay CRM](https://www.capterra.com/p/178819/EngageBay-Marketing/)

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84% recommend this product

[4.7 (87)](https://www.capterra.com/p/174023/Customer-io/reviews/)

Customer.io is software that helps businesses create personalized experiences across channels using first-party data. [Learn more about Customer.io](https://www.capterra.com/p/174023/Customer-io/)

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[4.8 (17)](https://www.capterra.com/p/196298/Knak/reviews/)

Knak is the first campaign creation platform built for enterprise marketing teams with no coding required. Ever. [Learn more about Knak](https://www.capterra.com/p/196298/Knak/)

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[4.6 (7)](https://www.capterra.com/p/81919/Marketing-Optimizer/reviews/)

Generate and sell more Internet leads with the only email automation and lead generation software made for Internet marketing experts. [Learn more about Marketing Optimizer](https://www.capterra.com/p/81919/Marketing-Optimizer/)

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[5.0 (20)](https://www.capterra.com/p/211474/MailMonitor/reviews/)

A suite of tools to test, monitor and fix inbox placement issues. Leading platform in ease-of-use and affordability. [Learn more about MailMonitor](https://www.capterra.com/p/211474/MailMonitor/)

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[4.8 (161)](https://www.capterra.com/p/128355/Direct-Mail/reviews/)

macOS app that features a fun and easy-to-use email template editor, list management tools, and insightful campaign analytics reports. [Learn more about Direct Mail](https://www.capterra.com/p/128355/Direct-Mail/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

Reporting/Analytics

Subscriber Management

91% recommend this product

[## Mailchimp](https://www.capterra.com/p/110228/MailChimp/)

[4.5 (17564)](https://www.capterra.com/p/110228/MailChimp/reviews/)

[Capterra Shortlist](https://www.capterra.com/email-marketing-software/shortlist/)

Mailchimp: the #1 email marketing platform with 11M+ users worldwide, offering AI-powered insights & content creation tools. [Learn more about Mailchimp](https://www.capterra.com/p/110228/MailChimp/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

Reporting/Analytics

Subscriber Management

[## Gmail](https://www.capterra.com/p/202338/Gmail/)

[4.8 (13316)](https://www.capterra.com/p/202338/Gmail/reviews/)

Gmail is a cloud-based solution that enables businesses to send, receive, organize, and schedule emails across multiple user accounts. [Learn more about Gmail](https://www.capterra.com/p/202338/Gmail/)

Email Marketing features reviewers most value

Campaign Analytics

Campaign Scheduling

CAN-SPAM Compliance

Contact Management

Customizable Fields

Email Tracking

Mobile Optimization

Reporting/Analytics

Subscriber Management

94% recommend this product

[## Squarespace](https://www.capterra.com/p/143461/Squarespace/)

[4.5 (3380)](https://www.capterra.com/p/143461/Squarespace/reviews/)

Cloud-based software that lets users build professional websites with customizable templates, AI tools, and domain names. [Learn more about Squarespace](https://www.capterra.com/p/143461/Squarespace/)

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Subscriber Management

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[Event Triggered Actions](https://www.capterra.com/email-marketing-software/features/1457-event-triggered-actions/)

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[Multi-Channel Marketing](https://www.capterra.com/email-marketing-software/features/834-multi-channel-marketing/)

[Reporting/Analytics](https://www.capterra.com/email-marketing-software/features/2900-reporting-analytics/)

[Subscriber Management](https://www.capterra.com/email-marketing-software/features/1602-subscriber-management/)

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Table of Contents

-   [What is email marketing software?](#what-is-email-marketing-software)
-   [Email marketing trends](#email-marketing-trends)
-   [1\. Define outcomes: What are your main goals when choosing email marketing software?](#1-define-outcomes-what-are-your-main-goals-when-choosing-email-marketing-software)
-   [2\. Explore solutions: How do you find the ideal email marketing software for your team?](#2-explore-solutions-how-do-you-find-the-ideal-email-marketing-software-for-your-team)
-   [3\. Narrow your list: How do you create a shortlist of email marketing software options?](#3-narrow-your-list-how-do-you-create-a-shortlist-of-email-marketing-software-options)
-   [4\. Get the best deal: How to negotiate your next email marketing software contract](#4-get-the-best-deal-how-to-negotiate-your-next-email-marketing-software-contract)
-   [5\. Plan for success: What are the best practices for a successful email marketing software implementation?](#5-plan-for-success-what-are-the-best-practices-for-a-successful-email-marketing-software-implementation)

## What is email marketing software?

Email marketing software is a digital platform for teams to manage, automate, and track email campaigns. It assists with different tasks such as creating email lists, designing templates, managing campaigns, and analyzing performance.

## Email marketing trends

Email marketing software is becoming a strategic priority for sales and marketing teams. According to Capterra’s 2025 Sales and Marketing Software Trends Survey\[[1](#sources)\], over half of professionals expect email and SMS campaign costs to rise this year. This growing investment reflects how essential these tools have become—not just for outreach, but for sustaining core operations. 

According to sales and marketing professionals we surveyed, here are the top trends shaping email marketing software decisions this year:

-   **Email marketing spend is rising**: 55% of professionals say costs related to email/SMS mailshots to clients will increase this year compared to last year.
    
-   **Email marketing software purchases and upgrades are frequent**: 41% of sales and marketing professionals say email marketing software was purchased more than 12 months ago in their organization. 34% say it was purchased in the past 12 months.
    
-   **Email marketing software is needed for crucial company’s operations**: 2 out of 5 professionals say email marketing software is critical for sales and marketing operations.
    

As email marketing becomes more central to business operations, buyers should evaluate tools not just on features, but on long-term adaptability and cost efficiency. Ask vendors how their software supports evolving campaign strategies and integrates with CRM or analytics platforms. 

This guide provides a five-step process for defining email marketing goals, evaluating tools effectively, and avoiding costly missteps so SMBs can successfully select and adopt email marketing software. Our research highlights the challenges and strategies involved in adopting email marketing software, drawing on real-world use cases and user experiences.

## 1\. Define outcomes: What are your main goals when choosing email marketing software?

**Key question:** _What problem are we trying to solve?_

**Start with outcomes, not features**

Before comparing products or features, define what success looks like for your team.

**Set goals that drive results:** When choosing email marketing software, align your goals with business outcomes. Here are some examples:

-   **Launch faster:** Cut campaign delays by 20%
    
-   **Work smarter:** Spot automation gaps in your email workflows
    
-   **Track better:** Gain visibility into team handoffs and performance
    

**_Expert tip:_** _Map your current campaign workflows before evaluating tools. You’ll uncover inefficiencies, missed automation, and unclear handoffs—especially in teams with ad hoc processes._

### How do you set a budget and requirements for email marketing software?

Once your goals are clearly established, there are two other important points to focus on ahead of evaluating vendors:

-   **Your budget**: How much can you invest?
    
-   **Your requirements**: How will the software help you to meet your goals?
    

Not gathering requirements accurately is the #1 cause of software purchase regret. In fact, 30% of buyers say they’d budget earlier next time to avoid mistakes.\[[2](#sources)\]

Once you have clear and actionable requirements, you will know which key features to look for. In this way, you will be able to get value from the purchase when evaluating vendors.

Let’s look at some of these **key terms** in more detail:

**Term**

**What it means**

**Examples**

**Outcomes**

The results you want to achieve for your business or team. 

Increase open rates by 20%, boost CTR (click-through rates).

**Requirements**

Functional requirements

Non-functional requirements

What the software must do to support your outcomes.

The tasks the software should help you complete.

How the software should work and feel.

Create email campaigns, segment email lists, and track email performance.

User-friendly interface, customizable templates, responsive design.

**Features**

The specific tools or functions in the software that meet your requirements.

Drag-and-drop editor, A/B testing, analytics dashboard.

### How do you define email marketing software requirements based on your business goals?

Once you’ve defined your email marketing goals—like boosting engagement, increasing conversions, or saving time through automation—the next step is to translate those goals into clear software requirements.

**Connect business goals to requirements**

**The table below** is a quick reference for vendor demos and RFP prep, ensuring that every feature request relates to a real business objective.

**Goal area**

**Business goal (outcome)**

**Functional requirement**

**Non-functional requirement**

**Helpful features**

Security

Protect subscriber data and meet compliance standards

Manage user permissions and data access

Must comply with GDPR and offer secure login options

Two-factor authentication

Audit logs 

Permission controls

Data migration

Migrate without losing data

Import contacts, templates, and historical performance data

Real-time data sync (within 5 mins), 99% uptime

Migration wizard 

CSV import/export 

Onboarding support

Integrations

Connect with existing tools

Sync with CRM, eCommerce, and analytics platforms

Should support real-time data exchange and stable APIs

Native integrations 

API access 

Webhook support 

Budget

Stay within budget

Offer scalable pricing based on usage and team size

Should provide a transparent cost breakdown and no hidden fees.

Tiered pricing plans 

Usage dashboards 

Cost alerts

Compliance

Stay aligned with privacy laws

Enable consent and unsubscribe options

Data encryption, audit logs

Consent tracking

Auto-unsubscribe

Privacy policy links

Scalability

Support growing contact lists and campaigns

Handle large volumes of emails and contacts

High deliverability, scalable infrastructure

Dedicated IP

Deliverability monitoring

Volume-based pricing tiers

Reporting

Export and share campaign results easily

Schedule periodic report updates

Customizable formats, CSV/PDF options

Report builder

Scheduled reports

Executive summary view

**_Expert tip_**_: Don’t just compare features—compare trade-offs. If your business is scaling fast, prioritize tools that handle high volumes and automation over deep personalization. Choosing scalability now can prevent costly migrations later and keep campaigns running smoothly as your audience grows._

## 2\. Explore solutions: How do you find the ideal email marketing software for your team?

With your team goals in place, it’s time to find tools that help you achieve them. Email marketing platforms vary in automation depth, personalization options, and integration flexibility, making the choice feel a bit overwhelming.

### What features should you look for in email marketing software? 

Use this glossary to compare tools and rank features by how your team works. Core features suit most teams; common ones depend on specific needs.\[[3](#sources)\]

**Core features**

**Feature definition**

Email campaign management 

Plan, execute, and analyze email marketing campaigns.

List management

Manage contacts across multiple mailing lists.

Template management

Create, save, and repurpose formatting for emails, forms, and other campaign elements.

**Common features**

**Feature definition**

Campaign scheduling

Set campaign schedules by selecting start, pause, and end dates.

Reporting/analytics

View and track pertinent metrics.

Contact management

Manage, organize, and store contact information.

Customizable fields

Customize data fields to support various needs and use cases.

Mobile-optimized email

Ensure the integrity of email formatting when viewed on mobile devices.

Campaign analytics

Track and interpret campaign performance metrics.

Subscriber management

Add or remove subscribers from mailing lists.

Event-triggered actions

Automate predefined actions when specific events occur.

CAN-SPAM Compliance

Ensure all emails are compliant with anti-spam guidelines, as required by the CAN-SPAM Act.

### How is email marketing software typically priced?

Most email marketing tools follow a subscription model, billed monthly or annually. Pricing often depends on the number of contacts, email volume, and access to automation or analytics features.

By understanding **how pricing scales with your contact list and campaign frequency,** you can avoid surprise costs and choose a plan that supports long-term growth.

**Common pricing models:**

-   **Contact-based subscription**: Pay based on the number of contacts in your database. Plans typically scale as your list grows.
    
-   **Tiered subscriptions**: Choose from levels like Basic, Pro, or Enterprise, each offering a bundle of features such as automation, A/B testing, or advanced analytics.
    
-   **Flat-rate subscription**: Pay one fee for unlimited emails or users, regardless of list size or campaign volume.
    
-   **Usage-based**: Pricing adjusts based on activity, such as the number of emails sent, API calls, or automation workflows triggered.
    

**Typical price ranges**

-   **Entry-leve**l: Starts at $7/month. Includes basic features like limited storage, a small number of landing pages, and restricted user access—suitable for small businesses just starting out.
    
-   **Mid-tier**: Ranges from $8 to $949/month. It adds tools like two-factor authentication, automated drip campaigns, and full A/B testing, which is ideal for growing teams.
    
-   **High-end**: Starts at $1,499/month. It offers unlimited storage, a dedicated account manager, and priority support, which is built for large businesses with complex needs.\[[4](#sources)\]
    

**What hidden costs should you watch for in email marketing software?** 

Lather warns buyers about potential hidden costs that might not be immediately apparent from the label price. These include:

-   Fees for onboarding and training
    
-   Charges for data transfers when switching systems
    
-   Caps on email sends or subscriber numbers
    

**_Expert tip_**_: Most email marketing tools charge a monthly or annual subscription, with pricing tied to contact volume, email frequency, and access to automation features—so review limits carefully before scaling campaigns._

## 3\. Narrow your list: How do you create a shortlist of email marketing software options?

Now that you know which email marketing software features are essential and which pricing models are available, it’s time to evaluate tools with purpose. 

This step helps narrow your choices by focusing on: your goals, must-have features, and how each tool performs in your day-to-day work.

### What can you learn from email marketing software reviews by similar-sized companies?

When it comes to day-to-day work, user reviews can reveal what vendors or software demos don’t. Here’s how you will make the most out of user reviews:

-   **Filter by company size and industry** to identify reviews you can relate to
    
-   **Check user experience feedback** to find out if there are issues with the interface or the learning curve
    
-   **Filter by recent** (prioritize they have been published within the last 6-12 months)
    
-   **Keep an eye out for star ratings and written reviews**. A 2-star review explaining specific issues can offer more insight than a 5-star review that simply says “Great.”
    

### What criteria should you use to compare email marketing tools and alternatives?

Once you’ve gathered peer insights, build a shortlist. Comparing tools side by side keeps decisions objective, avoids bias toward familiar options, and ensures alignment with your team’s goals.

**Use a table, such as our** [**free software comparison template**](https://www.capterra.com/resources/software-comparison-chart/)**, to evaluate:**

-   Feature coverage
    
-   Pricing and scalability
    
-   Integration capabilities
    
-   Support and training options
    
-   Security and compliance
    

Use your requirements list to score tools—not just check boxes.

### What are the right questions to ask when evaluating email marketing software?

Ask these questions to evaluate how well a tool fits your business needs—from automation to integration and usability.

**Question to ask**

**Why it matters for email marketing**

**Does the software support the level of automation our business needs?**

Automating certain tasks could be critical for your email marketing processes. These include lead capture, scoring, and routing to ensure timely follow-up and personalized engagement.

**How easily does it integrate with the tools we already use?**

Integration with current CRM or sales systems can ensure seamless handoff and alignment between marketing and sales teams.

**Can team members access and manage campaigns from mobile devices?**

Marketers working remotely or on the go rely on mobile access to build, send, and monitor campaigns.

**Which features require technical setup or custom development?**

Choosing configurable options helps teams stay agile and reduces long-term maintenance.

### What should be included in an email marketing software RFP?

When developing your **request for proposal (RFP)**, ensure you set expectations, align stakeholders, and lay the foundation. 

**But first, what is an RFP?** An RFP is a structured document organizations use to invite vendors to submit bids for a project or service. It outlines key details like requirements, goals, budget, timeline, and evaluation criteria to guide vendor responses.

In the case of email marketing software, instead of listing features, **think about how your team runs campaigns**. This helps vendors show how their tool fits your real-world process.

**Core components of an email marketing software RFP**

Include these elements to ensure software providers can tailor their responses to your needs:

-   **Goals and use cases**
    

Does the tool help you enable the goals you defined in Step 1, such as cutting campaign delays and spotting automation gaps?

-   **Must-have and nice-to-have features**
    

Include both functional and non-functional requirements. For example, it could offer A/B testing, but it must support template management.

-   **Integration needs**
    

List the tools you need to connect with. For instance: CRM, eCommerce platform, and analytics tools.

-   **Scalability expectations**
    

Ensure the system can handle more contacts, campaigns, and automation as your business grows.

-   **Security and compliance needs**
    

Specify what level of compliance you need, such as encryption, role-based access, and GDPR.

-   **Request for two demos:**
    

1.  A user-focused demo that walks through your actual email workflows
    
2.  A technical deep dive for IT or admin teams to evaluate aspects like data security, integration setup, and user permissions
    

## 4\. Get the best deal: How to negotiate your next email marketing software contract

**Lock in the right deal**

After choosing your email marketing tool, negotiate a contract that fits your goals, budget, and risk level.

### Who should be involved in selecting email marketing software?

**Email marketing tools impact more than just marketing teams:** they touch sales, compliance, IT, and customer success. Early input ensures the tool fits across teams.

**Who to involve—and why:**

-   **Marketing lead**: Owns campaigns and strategy
    
-   **Sales or CRM owner**: Ensures lead data syncs
    
-   **IT lead**: Handles integration and security
    
-   **Compliance officer**: Oversees consent and privacy
    
-   **Finance stakeholder**: Tracks budget and ROI
    

**_Expert tip_**_: Getting internal agreement on goals and must-haves helps speed up your search and strengthens your negotiation position._

### What key terms should you know for email marketing software contracts? 

When you control the key terms, it will be easier for you to negotiate the right contract that includes your team's long-term needs.

**Term**

**What it means**

**Why it matters for email marketing software**

**Master Services Agreement (MSA)**

Master contract that sets the rules for how you and the vendor work together.

Sets the legal and operational framework for all future purchases, renewals, and service levels.

**Service Level Agreement (SLA)**

Outlines service-level commitments like uptime, support speed, and delivery standards.

Keeps your campaigns on track when timing and coordination matter.

**Price lock or renewal cap**

Caps how much the vendor can raise prices when it’s time to renew.

Gives you cost visibility so you can plan ahead and avoid budget shocks.

**Liability and indemnification**

Defines who is responsible if there are issues related to data breach or misuse, for example.

Set limits and protections to avoid bearing full risk.

**Sub-processors and third-party vendors**

Vendors may share your data with other service providers.

Helps you understand where your data and your audience’s data will go and who will handle it.

**Data ownership and processing**

Clarifies who owns the data and how the vendor can use or store it.

Ensures your customer data will be treated according to your standards.

**Compliance obligations**

You’re responsible for following laws like GDPR, CAN-SPAM, and others.

Makes you understand how the platform supports compliance, such as consent tracking or unsubscribe tools.

**_Expert_** **_tip_**_: Before you negotiate, ask for a tracked-changes version of the contract. It helps your legal team spot what’s new, what’s risky, and what needs a second look—fast._

### What should you consider when comparing email marketing software pricing?

When comparing various email marketing software vendors, SMB buyers should focus on these key factors to negotiate smarter and avoid hidden costs:

**What to compare:**

-   **Pricing model**: Does the vendor charge by the number of contacts or emails sent?
    
-   **Monthly vs. annual billing discounts**: Does the vendor offer lower rates for annual subscriptions?
    
-   **Renewal terms and price caps**: Does the vendor increase prices at renewal? By how much?
    
-   **Add-on fees**: Are there extra charges for automation, SMS, integrations, or advanced analytics?
    
-   **Tier limits and overages**: What happens if we exceed our plan’s limit?
    

**_Expert tip_**_: Don’t forget to ask how the billing works for inactive contacts or paused campaigns. If you overlook this, you may end up paying for contacts you’re not actively using._

### What are the best tips for negotiating email marketing software contracts?

**Negotiate beyond the price tag**

Pricing and features are important, but don’t overlook the fine print that shapes long-term value.

Consider these tips to negotiate smarter, avoid hidden costs, and lock in terms that support your team’s growth.

1.  **Get everything in writing.** Ask the vendor to include verbal statements on the final contract.
    
2.  **Clarify implementation costs.** Set a limit for setup fees and a process for managing changes.
    
3.  **Watch for auto-renewal clauses.** Negotiate opt-out windows and gain flexibility to switch if needed.
    
4.  **Never accept the first price quote.** Vendors expect negotiation, so take the first price as a starting point.
    
5.  **Ask for throw-ins.** If the price is fixed, negotiate extras like onboarding support or premium modules.
    

**_Expert tip_**_: Before diving into pricing, ask the vendor for a sample contract upfront. Reviewing it early helps you spot restrictive clauses, prep your legal team, and shape the conversation around terms and not just cost._

## 5\. Plan for success: What are the best practices for a successful email marketing software implementation?

**Implement smart**

Adopting email marketing software is about making sure it fits how your team actually works, not just about choosing the right tool. Ensure the implementation aligns with your workflows and outcome expectations.

### Email marketing software implementation roadmap: From project kickoff to go-live ​

Here’s an example of a step-by-step implementation plan for email marketing software:

**1\. Build your email marketing implementation team**

Include all stakeholders such as IT, operations, team leads, and marketing specialists. 

**2\. Set up the software**

Configure email templates, design and brand elements, user roles, contact lists, and email campaign automations.

**3\. Migrate key data**

Import contacts and audience segmentation. Set up email templates and automated workflows.

**4\. Run a test campaign**

Launch an email campaign in test mode to get used to the system functionalities. 

**5\. Document software use guidelines**

Create a user handbook and share instructions on how to use the tool properly.

**6\. Offer role-specific training**

Train team members for their specific role, like designers, content marketers, and email marketing specialists.

**7\. Go live and track performance**

Get IT support on standby for issues in the early stage of the implementation. 

**8\. Set a maintenance schedule**

Plan period reviews for usage reports and onboarding new team members.

### Advice from other email marketing software buyers

In our buyer survey, respondents shared what they’d do differently to avoid software purchase regret. Common traps flagged include underestimating setup complexity or overpaying for unused features.

Read the buyer’s advice\[[5](#sources)\] and learn how to apply it when buying email marketing software:

### Budget and pricing tips

Secure the budget early

Schedule a meeting to align on funding for licensing, onboarding, and any needed integrations with your email marketing system.

Set a realistic monthly budget

Most small teams spend an average of $72 per user/month on their broader marketing software. 

Compare pricing tiers side by side

Check what’s included in each plan. Some features may be locked behind higher tiers.

Check limits and scalability

Make sure the plan supports your current contact list and monthly campaigns and can grow with you.

Watch for hidden costs

Ask vendors about training and integration costs.

### Goal-setting and stakeholder alignment

Clarify goals and desired outcomes

Define 2–3 measurable outcomes (e.g., improved click-through-rate and open rate) and share them with your selection team.

Ensure alignment on evaluation criteria

Set a meeting to agree on key criteria like ease of use, reporting, integrations, and scalability.

Engage a diverse stakeholder group

Include reps from IT (compatibility), finance (cost), operations (process fit), and end users (usability).

Improve communication around decisions

Create a shared log to track vendor feedback, demo notes, and next actions.

### Security and risk management

Perform a security review

Create a checklist of required standards (e.g., GDPR, ISO/IEC 27001) and include it in your RFP.

Develop a vendor risk assessment

Use a simple matrix to evaluate each vendor’s financial stability, support responsiveness, and compliance.

### Evaluation and selection tips

Start with a free trial or freemium plan

Test the interface, features, integrations, and usability before signing the contract.

Update your vendor list

Revisit your shortlist and add at least one new tool.

Consider reviews from similar companies

Read reviews from businesses of similar size and industry to understand real pros and cons.

### Software categories​ related to email marketing

[Campaign Management Software](https://www.capterra.com/campaign-management-software/)

Enables organizations to automate the tracking, delivery, reporting, and analysis of marketing campaigns through the integration of customer data sources.

[Contact Management Software](https://www.capterra.com/contact-management-software/)

Supports the storage, tracking, and management of contact information throughout an organization.

[CRM Software](https://www.capterra.com/customer-relationship-management-software/)

Allows for better customer management by supporting customer interaction, support, and relationship management.

[Marketing Automation Software](https://www.capterra.com/marketing-automation-software/)

Helps companies automate their marketing functions, including campaign creation, marketing workflows, and outcome analysis.

[Survey Software](https://www.capterra.com/survey-software/)

Lets users design and manage electronic surveys, polls, and questionnaires for market research.

[All-in-One Marketing Platform Software](https://www.capterra.com/all-in-one-marketing-software/)

Provides multiple digital marketing tools, such as marketing automation, campaign management, email and social marketing, and lead management, as part of one comprehensive package.

Sources

1.  **Capterra's Sales and Marketing Software Trends Survey** was conducted in July 2025 among 2,452 respondents in Australia (n=231), Brazil (n=224), Canada (n=223), France (n=236), Germany (n=217), India (n=192), Italy (n=219), Mexico (n=229), Spain (n=216), the U.K. (n=238), and the U.S. (n=227). The goal of the study was to understand the sales and marketing software that companies are buying, their benefits and challenges, and the impact of AI on these departments. Respondents were screened for employment at companies with more than one employee, working in management-level roles overseeing sales or marketing operations. Respondents were also confirmed to be at least partially responsible for sales/marketing software purchase decisions within their organization.
    
2.  **Capterra’s 2025 Tech Trends Survey** was conducted online in August 2024 among 3,500 respondents from the U.S. (n=700), U.K. (n=350), Canada (n=350), Australia (n=350), France (n=350), India (n=350), Germany (n=350), Brazil (n=350), and Japan (n=350), at businesses across multiple industries and company sizes (5 or more employees). The survey was designed to understand the timeline, organizational challenges, adoption & budget, vendor research behaviors, ROI expectations, and satisfaction levels for software buyers. Respondents were screened to ensure their involvement in business software purchasing decisions.
    
3.  **Capterra reviews data:** Capterra reviews are collected from verified users for individual software products. [Learn more about how we source our data](https://www.capterra.com/resources/proprietary-data-research/).
    
4.  **Capterra software pricing data:** Only products with publicly available pricing information and qualified software products within the category are included in the pricing analysis. [Read the complete methodology here](https://www.capterra.com/resources/proprietary-data-research/#software-buyers-guides-methodology).
    
5.  **Capterra advisor call notes methodology**: Findings are based on data from telephonic conversations that Capterra’s advisor team had with businesses seeking marketing tools. For this report, we analyzed phone interactions from August 2023 to August 2025. [Read the complete methodology here](https://www.capterra.com/resources/buyers-guide-methodologies/).
    

Note: The applications included in this article are not intended as endorsements or recommendations. They have been obtained from sources believed to be reliable at the time of publication.