Email Marketing Tools

online marketing
online marketing

Email marketing is a tricky business, nay – an art. Some even say it’s a dying art, but this couldn’t be further from the truth. According to Statista, around 281 billion emails were sent and received each day in 2018 alone. 

This is set to increase to 347 billion emails per day in 2023. So, how do you turn these astronomical numbers into tangible results?

You’ll need to get hold of the right email marketing tools to add to your arsenal. Together with some wisdom from Alex Lysak, a digital marketing expert and CEO of ScanTeam, you’ll have everything you need to:


  • Set up effective trigger-based campaigns
  • Grow your email list
  • Test and predict
  • Track results
  • Optimize your email marketing strategy

  • Integrate with social media
  • Generate leads
  • …and much more

 Check out our hand-picked selections of the best email marketing software below.

#1 Build Your Email List With OptinMonster

Your email list is the holy grail of any successful email marketing strategy. Building it is a constant and sometimes daunting task, but it doesn’t have to be.

If you’re careful to honor the inbox, then you won’t get lost in the sea of subscriptions that plague less-informed B2Bs. 

Incorporating email list segmentation to your strategy is one way to help you accomplish this.

However, that’s only half the battle won. To build your email list and get customers actively engaging with you, you’ll need to have a pragmatic approach. 

Pique your customers’ interest and create alluring opt-in forms with OptinMonster. 


This cloud-based email marketing software is flexible, easy to use, and fully customizable. With over 90 themes, you can tailor your opt-in forms or design your own.

Additionally, OptinMonster comes with targeting options, a visual and CSS editor, reporting, and even split testing. 

Other features include:

  • Unlimited campaigns (all types)

  • Subscriber recognition

  • Basic integrations


OptinMonster has a range of plans to suit your needs and your pocket. Choose from the Basic, Plus, Pro, or Growth option. Currently, pricing starts from $9 / €8 to $49 / €43 per month.

Naturally, the more advanced plans come with a host of additional features and integrations. You can find out more on the OptinMonster website.

#2 Predict the Client’s Personality With Crystal

The emerging AI technologies are changing marketing as we speak. The days of guessing your customer’s likes and dislikes are gone. 

Now you can use AI-powered programs to see what your customer wants from your service. You can also talk to the client as if you know them personally, use their favorite words, and make an effortless conversation. No guesswork needed.


Personality AI, the technology that supports Crystal, views social profiles, analyzes behavioral patterns, and suggests the tone and direction of your conversation. 

Using the Crystal app, extension, or website, you’ll gain meaningful insight into your customers’ needs, allowing for a more personalized approach to your email marketing strategy.

You can also create customizable web pages for individual, duo, or team profiles, and premium plans permit white labeling.

Crystal boasts a whopping 80% success rate, with approval of industry leaders like Salesforce and HubSpot Ventures.

Aside from predicting customer behavior, it is also useful for other business areas: sales, recruiting, and leadership. 


Try Crystal out for free, or upgrade to Premium or Premium+ for extra features. You can expect to pay around $29 / €25 per month for the former, while the latter will cost you $99 / €88 monthly. 

#3 Generate Leads & Gain Insights With Woorise

Distractions are everywhere. Notifications chime every second, while website pop-ups have become the norm. It’s hard to compete with, especially when the average attention span is 8 seconds,

That’s why dull, rambling emails tend to stay unread or end up in the Junk folder.

Your campaign needs to be captivating and unique to generate leads and grow your following. Forms are a fantastic way to achieve this. 

Put together attention-grabbing contests, or use insightful forms to gain a better understanding of your subscribers.

Drag-and-drop email builders like Woorise are becoming the industry standard. They’re easy to use, customizable, and they help expand your reach in a number of ways.


Woorise has a straightforward interface, with various design and media options. You can use the app to create tailor-made giveaways, polls, surveys, feedback forms, and more. 

It has a plethora of social actions such as viral share, follow buttons, widgets, and embedding, with specialized integrations for all major social networks.

The ready-made “building blocks” help you craft online payment and order forms, event registrations, applications, and more – all attuned to your brand and mobile-friendly.

Woorise also includes features to track campaign performance, subscriber activity, and overall engagement.

It’s an ideal solution for SMBs (small to medium businesses) looking for the tools they need without expert technical know-how.


Use Woorise for free or choose from one of  three plans – Basic, Grow, and Pro. Billed monthly, pricing starts from €29 / $32 and ends at €99 / $112. You can check it out yourself for full details.

#4 Optimize Across Multiple Devices With Litmus

Times have changed, and so has consumer behavior. Gone are the days when emails sat comfortably on a dusty desktop computer.

According to Statista, almost 50% of all marketing emails were opened on a mobile device in 2018. Of these, a reported 66% were read for longer than the infamous eight seconds (Litmus, 2019).

In fact, Hubspot says that mobile-friendly email ranks second when it comes to marketing tactics.

So, don’t get left behind. Make sure that every email you send is beautifully optimized with an email marketing tool like Litmus. 


This platform helps you build, test, and optimize your email before sending it out. With Litmus Email Previews, you can see the end result on more than 90 email clients and devices. 

This not only assists in strengthening optimization, but it also helps you pick up any snags in subject lines, codes, or links with its built-in HTML editor.

Litmus also provides analytic and insight tools, as well as spam testing, integrations, and more. 


Litmus Basic currently costs $99 / €88 a month, while Litmus Plus is $199 / €177 per month. The Enterprise option is tailored to suit your individual needs and has no set price. Learn more about it on the Litmus website.

#5 Never End Up in Spam With MailGenius

Spam testing and trigger filters have become an essential email marketing tool. Without it, even using the best email sender service, your emails could never see the light of day.

The spam folder is a crowded and cold place. Your bright, fun, and useful emails have no place there. 

Besides, you’ve invested way too much time and effort, so it would be unfortunate if they did. 

Luckily, there’s a solution to help you avoid the pit. 


MailGenius is a supplementary solution that can be used with all the major email providers, as well as email marketing tools like Gmail, Outlook, HubSpot, Salesforce, and others. 

By scoring your email content, MailGenius tells you how to avoid spam filters, ensure HTML best practices, and follow authentication standards.

You can also prevent outside spoofing and find out whether your domain appears on any major blacklists.


Instead of providing a fixed plan and price, MailGenius lets you choose your own based on how many monthly subscribers you have. Alternatively, you can use the pay-as-you-go option.

#6 Track Emails & Gather Data With MailChimp

Once your email has reached the target’s inbox, it’s fair game.

It’s up to your customers to open the email and act on it (and hopefully, you’ve given them enough reason to do just that). 

Tracking tools are vital at this stage. How many clients opened your emails? What are the click-through rates? Is your campaign performing well?

Tracking software answers these questions and gathers data on customer behavior patterns, which ultimately leads to improved and enhanced email marketing.


Mailchimp is a well-known brand with a massive customer base. Some might even argue that it’s the best email sender service. It offers a range of tools, including real-time stats, comparative reporting, ROI monitoring, and more. 

It’s easy to use and has a short learning curve. Once you know how it works, you can also create list segments, track audience growth, gauge top locations, and so much more.

On top of that, the MailChimp mobile app gives you on-the-go updates, so you’ll never miss a beat. You can even set up automated campaigns, reminder messages, or other bulk actions with your mailing list.


MailChimp offers a free version, perfect for start-up B2Bs or SMBs. Or you can sign up for an Essentials plan to start at $9.99 / €8.91, a Standard plan from $149 / €13.37, or a Premium plan with a starting price of $299 / €266.

#7 A/B Test Your Campaigns With Optimizely

Marketing goes hand in hand with experimentation and creativity. With A/B testing, you can see what you’re doing wrong, tweak your strategy, and improve your content.

Create simple emails, but change one variable to see which version gets more traction. It can be anything: a word, a phrase, a picture, or even the position of a content block.

You can have a lot of fun with A/B testing, all while learning new ways to enhance your emails.


This solution is ideal for both marketers and developers. With Optimizely’s A/B testing tools, you’ll gain insight into curious performance stats and how you can turn the tables.

There are countless elements to compare, combine, or change to figure out what works best for your audience. 

You’ll also be able to identify areas of concern, test out alternatives, and ultimately, increase conversion rates. 


Optimizely Rollouts is free along with its range of educational resources. For more advanced requirements, you can check out Optimizely’s Web and Full Stack options and prices on its website, or just try it out for free.

#8 Act on the Available Data With HubSpot

It’s no secret: Data is king. 

As you know, email marketing tools help you gather as much information about your clients and their behavior as possible. 

Although data is invaluable, it’s also useless when it’s not acted upon. To do this, you’ll need to have an understanding of what all the numbers and graphs mean, too.

That’s why excellent reporting and data visualization software is central to your digital marketing strategy.


HubSpot’s customizable dashboards have everything you need and more to serve this purpose. The reports are comprehensive, with various tools to streamline, monitor, and gauge data and performance.

From marketing and sales to automation and analytics, HubSpot has a superb range of solutions.

Almost all the best email marketing tools offer some sort of reporting and data visualization functionality, but what sets HubSpot apart is its integration with the HubSpot CRM. 

This is a robust tool to personalize your relationship with your customers and achieve a real one-on-one feel.


The HubSpot CRM is free, albeit with limited functionality. If you want the full kit, you can use either the Marketing Hub or the Sales Hub. 

Each one comes with features tailored to specific requirements. You can pick and choose your own and find out about pricing on the website. 

#9 Automate Email Sequences With ActiveCampaign

Campaigns have a lot of moving parts, so it might prove challenging to stay on top of the things without any help. 

The level of personalization today’s audience expects can drive you crazy. If your campaign is rushed or unplanned, it could result in a wasted effort.

Emails that slip through the cracks mean missed opportunities, and these are costly. 

Automated email sequences that lead customers through the stages of the acquisition cycle are invaluable, regardless of whether your business is large or small.

If you put in place a tool that does its job well, you’ll be able to sleep soundly while your service or product sells itself.


ActiveCampaign is an affordable drip email tool that’ll make your logic-based email sequences as smooth as butter. 

It offers “triggered emails” functionality. When a customer provokes the email chain, the setup will take action according to the customer’s personal preferences.

For example, if a customer viewed a product on your website and didn’t add it to the cart, the automatic email will ask the customer if they forgot to add it. 

Another email might arrive, reminding the customer to check out similar products.

ActiveCampaign is also great to use if you already have segments you want to target, send autoresponders, and schedule emails. 


Plans range from Lite, Plus, Professional, and Enterprise. Costing depends on the number of contacts you have, with the lowest starting price at $9 / €8. 

The Plus plan costs $49 / €43, while the Professional plan starts from $129 / €115, and the Enterprise plan costs a minimum of $229 / €204. You can find out more on the website.

#10 Integrate Social Media With Omnisend

If you haven’t already, it might be time to take your email marketing to the next level. Why not use social media and messaging apps to deliver the content you’re creating? 

A fair number of your customers are likely to have Facebook, and smartphones are like hand extensions these days. 

In fact, Emarketer found that over 90% of Millennials are active social media users. Gen X came in second at 77.5%, with Boomers last at 48%.

The stats speak for themselves. Instant messaging apps are booming, so the inherent marketing opportunities are boundless.

Facebook Messenger, WhatsApp, and even Instagram DMs can be useful channels.

There’s no reason why traditional email marketing can’t use these platforms. After all, marketing is the science of finding people in their natural environment and bringing your message to them.


Omnisend uses analytics from customer behavior and decides which channel is the best for contacting them. 

In addition to automated emails, Omnisend provides a plethora of options. Facebook ads, Facebook Messenger, Instagram, Google, or YouTube ads, and finally, SMS and push notifications are all included.

Getting the message to your customer via a more approachable platform makes it 250% more efficient than sending it through email alone.

The Last Word

There you have it – some of the top-rated email marketing software. These tools bring something to the table from list-building and data analytics to tracking, testing, and optimization.

Create unique and engaging campaigns, enhance your content, and use social media to your advantage, and you’ll soon see those leads pouring in.

Just remember that even the best email sender service or the trendiest tools won’t produce results unless you put your customer at the center of your business.

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  1. Hi Jeninewingg, thank you for the research, very much appreciated. I’d also appreciate the data set you offered to share if the offer still stands. Thanks again!

  2. lucabet says:

    A very useful post, thanks Jeninewingg!

    I’ve had used email services from different service providers in the past for my own online business although now I have moved to Benchmark Email and using there services.

    I found almost every service providers relatively easy to use but almost everyone lacks in providing support to there client and now-day’s support is like backbone of any service.
    Benchmark Email provide chat & call support apart from email support and that to 24*7 and because of limitless support from Benchmark Email I am sticking with them.

  3. lucabet says:

    Thanks Kelly, Mailchimp have definitely come a long way with their UI over the years, it’s just their service that hasn’t caught up 😉 I haven’t had the chance to play around with Pure360 as much as I’d like, but I’ve heard the same things echoed by several friends who use their service. Looking at their client list, I think they’re more aimed at large companies though.

  4. Renaldo says:

    Hi Jeninewingg..

    Thanks so much for these summary articles. I’m teetering on the edge of a blog and was sooo confused until I found this and your other articles on the topics needed to establish my site.

    Your info is presented in clear and informative manner.. When I launch I’d like to refer readers to your articles.. Is that okay?

  5. Virginia says:

    I recently switched from MailChimp to Mailerlite and have been pleased with the results. I ran into a small problem and the customer service was excellent and responded very quickly (I’m using the free plan).

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