Small businesses have loads to give attention to – with out the price range and resources of a midsize or enterprise firm. The selections they make round tech tools and software suites are sometimes extra important than a much bigger firm, as a result of they need tools that inherently make it simpler to run a high quality business with much less. 

There aren’t any scarcity of email marketing tools for small businesses, which is completely logical: Email marketing stays a very highly effective device for small businesses, partially as a result of they’ve extra flexibility with their model and picture. And it’s useful in no small half as a result of whereas it might be scorching to have a cool Instagram web page proper now, IG remains to be pushed by an algorithm; emails go proper right into a prospect’s inbox, which implies a system isn’t deciding who sees your finest stuff.

Email marketing is an amazing relationship-building channel. However with so many potential choices to select from, what’s the finest email marketing device to your small business?

What Options Ought to I Search for in an Email Marketing Device?

As we speak’s email marketing platforms do extra than simply send email to your record. There are a lot of options and capabilities you’ll wish to take into account and consider earlier than selecting the most effective email marketing device to your small business.

Drag & Drop Builder

Creating eye-catching HTML emails is crucial for small businesses for getting newsletters and promos read within the inbox. These emails embody components outdoors of simple plain textual content, together with pictures, colours, completely different font-styles and extra. The tough half is that email clients (inboxes like Outlook, Gmail, Yahoo, iPhone mobile, and the multitude of others) don’t comply with the identical guidelines in relation to displaying HTML emails. 

A drag & drop email builder is crucial for small businesses that wish to send well-designed emails that look great in any email shopper. Drag & drop email builders do double responsibility for small businesses. They make it tremendous simple to create email layouts, add textual content and pull in pictures – with out the need to know any HTML code. And, they’re designed to render your HTML email flawlessly in most ever email shopper.

When you are doing a trial of an email device, spend a bit of little bit of time of their drag and drop builder to guage ease-of-use. You may additionally wish to strive a couple of test sends to the email clients you send to probably the most and be sure to get the results you anticipate.

Admin Tools

Even small businesses will be organized in advanced methods, and your email marketing device ought to allow you to work effectively. 

Chances are you’ll need the flexibility to create sub-accounts if you wish to deal with communication channels in a different way in several departments. Small businesses which have clients, resembling business coaches, consultants and marketing agencies, might require a technique to share email templates throughout shopper accounts.

As your email marketing efforts develop, so do your lists of contacts. As everybody is aware of, there’s cash in your lists – and also you don’t need a rogue shopper or worker to take off along with your proprietary data. If safety is a live performance to your small business, you’ll wish to consider your choices for safeguarding your lists.

Deliverability Tools

The cold laborious fact of email marketing in the present day is that not each email will make it to the inbox. Nonetheless, there are steps you may take to guard your sender repute and ensure you’re delivering as many emails as potential.

As you evaluate platforms, be aware of deliverability assist they supply. Email verification, spam checkers, whitelabel IP, and DKIM authentication can all give your business a lift within the battle for the inbox. 

Record Constructing

Small businesses can have an enormous attain as they develop their email record. Record constructing tools, like on-line types, surveys and polls may help you seize a wider audience. As you test out new email marketing platforms, check out their record constructing tools. Have they got types? Will they embed seamlessly along with your web site? Perceive in case you’ll need a technical useful resource or to not benefit from any record constructing tools an email marketing platform presents.

Record Segmentation

As an email marketing finest observe, you wish to send probably the most related message to everybody in your record. That’s the place segmentation is available in. Your buyer’s inbox is a aggressive place to achieve, and sending a generic message to your entire record is never a recipe for getting seen.

Pulling a listing of contacts who opened a sure email or clicked a particular hyperlink may help small businesses refine their message and enhance engagement with their contacts. As you evaluate email tools, be sure to have a simple technique to slice and cube your contact data and get the proper message into the proper fingers with each send.


Talking of sending the proper message on the proper time, automation helps small businesses scale their email marketing efforts. Email automation may help you send one-to-one emails to a big record of contacts. 

An email automation is a sequence of triggers and actions that fireside mechanically. Triggers will be alerts resembling a contact getting added to a listing, opening an email, or clicking a hyperlink. In the meantime, actions will be steps like sending a particular email or eradicating a contact from a listing. Even just some triggers and actions put collectively can create highly effective workflows for small businesses.

As an illustration, an automation can send a particular supply to a contact who fills out a suggestion type. Extra advanced automations can together with sending a reminder email to a contact who has put an merchandise of their purchasing cart, however has not purchased it but.

Automations can differ from platform to platform, so get a deal with on the scope of automation actions and triggers earlier than you make your ultimate resolution.

A/B Testing

Digital shopping for conduct is altering all the time. A subject line which will have gotten seen a 12 months in the past might really feel stale in the present day. Testing subject traces and email copy can set your email marketing efforts other than the pack. 

A/B testing options will be simple or advanced. It’s undoubtedly a characteristic that may allow you to enhance engagement – so long as it’s simple to make use of to your business.


Measuring the success of email marketing is simple with good reporting tools. If there are metrics you wish to observe that transcend the fundamentals of open and click-through rates, be sure to can get to the data you need along with your email marketing device.

10 Email Marketing Tools to Consider

Ready to find the proper email marketing platform on the proper worth to your small business? Right here’s a shortlist of the most effective email marketing tools serving small business customers in the present day.  


Not solely is Benchmark’s email marketing suite extremely highly effective, however it’s additionally free. Whereas most tools supply free trials or very restricted options of their freemium plans, Benchmark offers you (virtually) all of the bells and whistles of their paid plans. Together with their ridiculously simple drag and drop builder, gentle automations and reporting tools, in addition they supply extra superior options like Google Analytics tracking, heatmapping and social media integration – all for free! For SMBs, Benchmark’s email device is the perfect place to start and the perfect device to develop alongside your business. 


Flodesk is an email marketing device that lets small businesses design stunning emails simply. The structure builder enables you to design customized graphics, eradicating the need for a design device like Canva. Flodesk additionally presents sign-up types to construct your record quicker and numerous workflow automations.

It’s simple to make use of, and there are templates that can assist you get began. There’s a 30-day free trial to test drive all of the options. Better of all, it’s a hard and fast worth service: $38/month flat for limitless subscribers, and limitless email sends.

Picture courtesy of Fixed Contact

Fixed Contact

Fixed Contact is rising quick among the many full slate of email marketing tools. Many email marketing platforms supply automation, A/B testing, surveys, and the like; Fixed Contact has all of that. The platform additionally boasts intuitive types – to make it simpler to construct a listing – and presents on-line trainings and webinars amongst a generally-high degree of help (dwell chat, email, cellphone, and extra). Pricing-wise, they’ve a 60-day free trial (no bank card required). After that, their pricing begins at $20/month.


What small business proprietor hasn’t heard of Mailchimp? Lengthy-known as probably the greatest email tools available on the market, they’ve not too long ago expanded their platform to be extra of an all-in-one resolution. Certainly one of their benefits for small businesses is their pricing structure; you may start at a Free degree ($zero per 30 days) or transfer as much as Necessities (A/B, customized branding, and extra help) or Normal (automation sequence, retargeting ads) all the way in which as much as Premium (multivariate testing, superior automation, cellphone help). No matter your business wants and wherever it at present is working, they’ve a plan for you.


BenchmarkONE was particularly designed with small businesses in thoughts. The general email marketing suite consists of an intuitive drag and drop builder, professionally pre-designed email templates, and with a CRM included in a single platform, they provide the flexibility to construct your email record like a boss with responsive types and automations. The Core pricing for BenchmarkONE is $79/month (though you may select a smaller Lite package deal at $39/month). The Core package deal offers you 5 customers, 500 contacts (though you may get extra with an elevated worth), and a couple of,500 email sends. 

Picture courtesy of ConvertKit


ConvertKit is a great service if the spine of your business is running a blog; it’s ideal for skilled bloggers and creators. Their pricing plans are primarily based on subscribers, however as much as 3,000 subscribers is barely $49/month. With their simple signup types, ConvertKit means that you can simply send engaging presents and incentives. It additionally comes with simple to handle auto-responders permitting you to send drip emails.

Picture courtesy of AWeber


AWeber is without doubt one of the longest-tenured email marketing tools for small businesses, and one of many greater benefits of their platform is that you just get skilled entry regardless of the paid package deal you’re on. Additionally they have a powerful blog for these simply getting began with email marketing, and supply concepts round pre-built email campaigns and extra, permitting email marketing newbies to have a strong start line.

Picture courtesy of Substack


Substack is a more moderen place on this house; you’d need to work as much as their core choices. However, after you construct a listing, they make it very simple to publish and monetize that record primarily based in your variety of subscribers. In case you’re a content-driven business or a visually-driven business and may send out stunning emails, you may make cash instantly out of your record. In most email marketing, there shall be Calls-To-Motion, however numerous the income comes from the final word relationship-building. With Substack, the paid plans permit the income to be instantly from the email subscribers. It’s a special mannequin however price exploring — however you need to start by constructing the record and the record’s belief in your choices.


GetResponse comes with stunning responsive types, touchdown pages, A/B testing, tracking, and autoresponders. Like lots of the different tools on this record, they combine with a wide range of third-party tools like OptinMonster, SalesForce, Google Docs, ZenDesk, and many others. Their primary plan begins at $15/month for 1,000 subscribers. 

Picture courtesy of Drip


Drip is great for e-commerce outlets, partially as a result of their clever e-commerce automation is high-level but in addition intuitive for brand spanking new customers to navigate. Their primary plan is barely $49/month for two,500 customers with limitless email sends and 24/7 help. A few of their bigger customers embody LiveNation and Trivago.

The underside line

Most of those email marketing tools for small businesses will provide you with the identical set of primary (and superior) options, together with list-building, A/B testing, clever automation, segmenting, and a wide selection of templates. Some shall be higher than others by way of the characteristic set of choices; what actually distinguishes most of those email marketing tools is their degree of help. Ask earlier colleagues what they considered completely different platforms; submit on LinkedIn and different platforms to find out. Your email marketing device received’t be perfect; issues will come up that need fixing. Assist is essential! However don’t get scared off by the potential possibility overload of all these email marketing tools. You need email marketing to construct relationships, promote, and develop. Do your analysis, and also you’ll find the most suitable choice for you.

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