Email Marketing Software Comparisons. Which Email Marketing Software Is Best?

What Is Email Marketing?

What is email marketing? Basically the use of email to promote products and/or services. But a better email marketing definition is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email.

Which email marketing software is best?

Email marketing is one of the most cost-effective marketing tools. It is easy to manage, gives you full control and allows you to establish direct contact with your customers. For more on this topic, see our guide on why you should start building your email list right away.

While you can use OptinMonster to easily get more email subscribers, the actual email delivery part comes down to your email marketing service provider.

If you aren’t careful, then you might end up paying a lot more money for fewer features and terrible deliverability (which causes you to lose even more money).

A good email marketing service enables you to create highly engaging emails. It also allows you to manage your contacts, segment users into groups, and track the performance of your email campaigns.

Most importantly, a good email marketing service ensures that your emails do not end up in the spam folder.

Email Marketing Software Comparisons

What is the best mass email software?

A survey conducted by The Manifest has revealed that businesses have been leveraging the power of email marketing to achieve different goals, the most prominent of which are customer retention (29%) and boosting engagement (22%). This is proof of the efficacy of email marketing as a tool for growth. (You may read what is email marketing software to know more about its features and benefits.)

SMBs allocate the largest share of their marketing budget on email marketing. (Source: Marketing Land)

Hence, it’s not a surprise that email leads the marketing tools used by small businesses with 54%. It’s followed by tools such as the website and social media with 51% and 48%, respectively, as per Blue Corona. Furthermore, not only is 26% of SMBs are investing on email marketing due to proven effectiveness of this marketing strategy, but it also receives the biggest percentage of SMB’s marketing budget by up to 15%.

As an owner of a startup or small business, you may have a mail-merge spreadsheet as your version of an email marketing system. Since growth is crucial, your marketing demands grow as well. You will soon find yourself drowned in chaotic emails and overwhelmed with unsubscribe lists.

If the budget is one of your main concerns, there are actually plenty of email marketing software programs you can use for free. They go beyond offering a free trial as they actually have plans that you can use without time limit at no cost. Meanwhile, you may also check out this article on how much does email marketing automation software cost to understand its pricing tiers.

Which autoresponder is best?

One of the first questions new (and even experienced) marketers often ask is: “What’s the best autoresponder service or email marketing tool?”  Autoresponders and email marketing tools are some of the most important parts of your business. You use it to follow-up with customers. To keep people coming back to your site. To build loyalty. To make sales. Yet the answer is often not so clear-cut. Do you want the highest deliverability possible? Do you want to import offline contacts? Do you want to integrate your list management with a shopping cart? Do you want to spend $20 a month or $500 a month? The answer to these questions all yield very different answers. Here are the top 10 autoresponder tools on the market, along with who they’re for and what they’re capable of.

What is the best free email marketing service?

Everywhere you look, marketers and online influencers are touting the advice:

Why? Because with an email marketing, you have complete control. Not only do you own your list, but you don’t have to rely on Google’s ever-changing search engine algorithms for website traffic or Facebook’s pay-to-play advertising model. If you want to grow and nurture your business, email marketing is the way to go.

If you don’t know how to start an online newsletter or aren’t sure why you need a list, read on. We’re going to review five of the best free email marketing services, and why you need to start using one.

It might be time to try out a more professional email tool. But wait, before you cry out ‘professional = expensive’, there are actually a bunch of free email marketing services that can do the job well. No more spam surprises and no more embarrassing personal data breaches.

Why Choosing The Best Email Marketing Service is Important?

Email marketing is one of the most cost-effective marketing tools. It is easy to manage, gives you full control and allows you to establish direct contact with your customers. For more on this topic, see our guide on why you should start building your email list right away.

While you can use OptinMonster to easily get more email subscribers, the actual email delivery part comes down to your email marketing service provider.

If you aren’t careful, then you might end up paying a lot more money for fewer features and terrible deliverability (which causes you to lose even more money).

A good email marketing service enables you to create highly engaging emails. It also allows you to manage your contacts, segment users into groups, and track the performance of your email campaigns.

Most importantly, a good email marketing service ensures that your emails do not end up in the spam folder.

Having said that, let’s take a look at some of the best email marketing service providers and how they stack up against each other.

Which email marketing tool has the best and most powerful a be testing features let’s find out hello I’m Shane black from active growth and today I’m looking at these email marketing tools and specifically I’m looking at the a/b testing features why because a B testing is a hugely powerful feature if you have an email marketing system and you have a convenient easy-to-use and powerful a B testing tool in there and you use it all the time that will have a greater impact on your bottom line than possibly any other single feature in one of these tools that’s why today I’m gonna take a closer look at that so these are the tools we’re looking at these are simply some of the most popular in our marketing tools I keep getting asked about.

We’re gonna go through them simply in alphabetical order our first candidate is active campaign so what here an active campaign there are two types of a/b tests we can do the first is when we use the so-called campaign that is that is what they call their broadcast email so if I go test email here I can choose to do a split test on this email then we go through this process where here we choose who receives the email and we can add a segmentation and here importantly we can choose to either just test different subject lines and from information or test different completely different email contents and I quite like this choice at this point because if you just want to test different subject lines that’s a much easier you know it’s a quick test to run then testing different contents but you do have the choice of both so you can basically make it more convenient for yourself

This is the one I choose most of the time right this is very simple test to run testing different email subject lines and that’s pretty simple to do so we choose this and go further through the process so here we’ll choose one of the templates election isn’t isn’t great in active campaign I have to say but here we have test subject line one that would be the first one in the next step we compose our email message and here this is not that easy to find actually but it points it out to you if you try to leave this step before setting a second subject line because so you basically have to click on this gear icon and here’s where you can add one or multiple tests so then we can do it just creates a copy so we can do test subject line two and we can even do more of them so we can test multiple subject lines and once you have this so here you set up your subject lines and also the form information

Best for Email Marketing Features

So I usually only test this and the body or the content of the email is gonna be the same for everyone so then we go to the next step here we get a summary where we see separated by comma the different subject lines we’ve entered and what’s really good here is we can choose either to just run the test and basically let’s just find out and and after the test has run its course we can try and learn something from the results not that interesting I like this option determine the winner so you can either determine it by best click rate or best open rate and you can choose a time period and this mostly depends on the size of your list right the choices you make here so if you have a decently sized list you can maybe delay so you can send a message to you can send a split test to a portion of the list and then three to five hours later determine the winner

Send the winning subject line to everyone else and here’s where you choose the ratio so a 10 10 80 split that would mean that first 20% of your list get the message and the randomly split into two groups 10% each with the different subject lines and then whichever one gets the most opens or clicks depending what you choose here the red the other 80% of your list will get that winning message for most lists especially if you keep the time window short you know unless you have a huge list this is not a generous enough split I like to do a 30 30 40 split so even though that might seem like you’re wasting a lot of traffic on the test but really it means that 70% your list will end up getting a better subject line right and I really like this because it basically means that you can just do this on every message you send and you don’t have to manually do anything you just know that in the end you know 70% of people on your list are gonna get a more targeted message or a better performing message and so then here’s where you set up you’re sending and you send the message

The rest happens automatically so this is this is really cool so this is how an active campaign you can test your email broadcasts so that’s one-off emails that you send your whole list or specific segments of your list but there’s a second and perhaps even more powerful way you can do a/b testing in this tool this happens in what active campaign caused the automation this is where you can do a flow of conditional actions of what happens when all right so we start let’s say someone subscribes to one of our forms you can define what exactly that should be and you have many choices here the idea is simply that someone enters your automation maybe when a tag is added when they submit a certain form when they do a certain thing they enter this automation flow and what you can then do is you can do things like sending emails of course but also you can split your traffic or you can split everyone who comes into this automation for a typical split test we want an even split and then we can define when this should end

Choosing the Best Email Marketing Software

So a good way to do this is to define a goal so you can say I want this to end when yeah let’s say 300 people have met a goal and the goal would be something so maybe they register for a webinar or maybe they buy a product and in most cases this would happen through tags so you can specify conditions and you can really specify all kinds of stuff but in most cases you would have something like a customer tag right they’ve bought something so we have a bunch of customer tags this is an application I’m actually using for thrive themes so I can basically say when someone becomes a customer they make a purchase and we have a system that adds this tag to them that’s the goal right.

I can say I want this split to run until 300 people have reached this goal and once 300 people have reached this goal we’re going to look at which of the two paths has been more effective so which of them has had a bit a larger conversion rate related to this goal and we’re gonna send the rest of people coming through this automation down the path that was more effective so this is great this is great for many reasons first of all because you can so freely define the goal it can be anything from just getting people to open your emails or getting people to click on links or getting people to buy stuff whatever your goals you can set them here and the other thing is that now of course what we can do is we can say okay send an email so we can do something like this right we’re recipie we’re sending people different emails and over time as people come through this automation we find out which one works better but we can send people down to completely different paths right we can use all of that we can send emails and messages we can have different intervals right different waiting periods we can have different segmentations we can try you know a series where we send them a short email every day versus a series where we sent them longer emails less frequently we can try like you know hard selling promotion versus storytelling whatever you want to do you can build two completely separate paths here.

Find out which one works best so this is really powerful and the implementation is great I think the application is very straightforward you can easily imagine how this works and there’s this automation aspect to it so just like with the broadcast team as you set this up once you just leave it running and you know that you know once the goal has been completed by enough people everybody who enters this automation will go down the more effective path one downside I have to mention for active campaign is that in our case to use this to track something like a purchase goal so like I showed you know we basically split and see which path leads to more customers but we did have to build a custom integration for that so there are not many first-party integrations like codeless integrations between active campaign and things like payment providers or membership tools or e-commerce tools where they’re slowly starting to build that but that is one downside that I think is significant right it would be much better if you could just directly hook into your PayPal or your stripe or whatever.

Get purchase data and even better would be revenue data and you know be able to test for revenue that would be perfect and that is currently not possible unless you’re using like one of their very few deep integration type integrations so that is a downside to get really the most out of this you’ll probably have to set up as a peer integration or get some custom coding to send you to know the right tags over to active campaign whenever someone makes a purchase but overall this is some impressive a be testing functionality in active campaign okay candidate number two is autopilot so we have some way let’s do let’s say someone submits a form they enter this journey and they enter an automation so and we want to do a be testing so we have an action here called an a/b split we can say when they submit the form they go into this a B split and then we have a and B so we send people down different paths.

We can set the split amount right so we can do a 50/50 or a different kind of split so then we’d have our usual actions so let’s say we send an email on path a and we send a different email on path B and we can get you to know we can see this quite visually here a goes here because here now so far so good the problem here is that unlike with active campaign we can’t tie this directly to a conversion goal and we can’t automate this so we do have the same kind of thing where I can choose to completely separate journeys to send people down using all of the usual actions so that’s that’s great but if we actually look at how its explained in their knowledge base the example they gave of how to do an a/b split test is is actually this here where they basically say you send you’re you send people down this actually to splits here and test these two newsletters and the idea is that you sent the rest of your traffic down the delay alright there you have them wait and before this wait is over you’re supposed to go and manually check which one of these perform better.

Benefits of Email Marketing Software

Then copy that email put it in here okay so they’re basically saying you know send the email put I guess you know put a reminder on your phone or something that okay before this one day delay or two day delay or whatever it is is up I gotta go and check these two emails you know copy whichever one was the better one and then put it in here into this path which we have a 1090 split so most of the people will then be going down here so that this is basically the problem with the autopilot integration so theoretically it would have this power of being able to give you two totally separate paths and being able to test out the paths but because you basically have to manually then look at the reporting and look at you know what works it’s not you know taking action on what you learn from the from the test results isn’t easy so you can either follow their advice here this would be for basically a broadcast right you send one email and then make sure that most of the people get the email that performed better I think this is not an elegant solution I mean it’s it’s it’s better than nothing and there’s definitely some worse solutions as we’ll see but it’s not great and what you can also do is if you do create two totally separate paths which like I said I think this is one of you know one of the great things is you can do more than just test different emails you can test totally different journeys but it will make it different difficult to then take action on that because you’ll have to go.

Find out okay which one perform best where do they get the most sales and then somehow deconstruct this journey or create a new journey based on the one that one or something it’s just it’s not ideal so I think what they need in autopilot is a way to measure these paths against the goal so on this block right here basically I should have to be able to define what am i wanting formed from the two paths basically analyze those two paths for whatever higher click rate higher open rate more sales something and then automatically choose a winner that’s what’s missing here one thing to note about autopilot is that they only have these so-called journeys that you build so if you build a follow-up sequence or a campaign or whatever you want to call it where people come in continually based on some action and go through this flow you use these journeys but also if you just want to send out of broadcast a one-off email you build a journey that says you know everyone on this list gets this email but that’s it

This is important because for the a/b testing well what I just showed you it so they have an a/b testing feature that’s a bit inconvenient for one-off emails and it’s even more inconvenient really for you know ongoing complex follow-up journeys so I feel like with autopilot it really is you know okay they have an a/b testing feature it but it misses the mark you know this could be so good if it were combined with goals but it’s not so this is I would consider this a near-miss okay next up we have an old-school email marketing tool Aweber from from looking at aweber marketing stuff we can see that they do talk about you know getting higher email open rates by split testing subject lines for example and there are some old videos about how to do it but then if you try and find the current instructions of how to do it this is the closest like KITT it seems that there used to be a split testing feature.

Drip email designs and templates

Aweber but there currently is not so in their campaigns I couldn’t find any way to do it here in their message you know where you create broadcast messages or emails I couldn’t find a way to do it either so it seems that it’s simply not possible so here the answer is pretty short for Aweber there is no a/b testing for broadcast emails no a/b testing for follow-up campaigns that’s it features doesn’t exist or at least doesn’t exist anymore alright next up we have convertkit convertkit is a new ish kid on the block or at least it’s become popular recently so let’s see what it’s got up its sleeve when we create a broadcast email in convertkit we first choose who receives the email and then we go to the next step so here similarly you can choose which list you can add segmentation criteria that kind of thing and here so here we have subject line 1 and right away we have this feature here for an a/b test and I got a error message that I’m not sure why but anyway this would be subject line 2 probably because the email was empty right but anyway you could test subject lines you can’t test content but I think this is commendable because it’s it’s a very simple straightforward feature you can only test two versions you can only test subject lines and that’s it now, of course, it can be really powerful if you can also test your email content but this is like the 80/20 you know the most convenient thing to test is the subject line something you can do every time you send an email.

It’s kind of the simplest thing that you get the highest return on as soon as you go into testing different email content with different links and so on things get complicated but you might not get you know significantly better results for how much more time you’d have to spend on this so I think this is actually good you know I obviously I prefer a more powerful feature but just having a simple thing you know do this right a be test liked has two versions of a subject line that’s it just do this every time you send an email you get good results from that so than on the next step here we can see that each variation will be sent to 50% of subscribers then the we’re winning variation be sent after four hours as far as I can see there’s no way to edit this that’s just the default setting they should make this editable and simply because on a smaller list this will not work as I said before I prefer to use a 30 30 40 split to basically get a more reliable results.

You know maybe four hours isn’t enough for the four hours is reasonable I think but yeah I would like to be able to change this so again I think they went for you know you don’t think about it just do this for you which can be good I would prefer a bit more control here though now what about in follow-up sequences that’s a little complicated in convertkit because there are two aspects to this we have sequences which are basically linear sequences of emails and we have automation which is this automation flows that we’re used to from other tools as well so let’s have a look at one of our test flows here so what we can do is we have a trigger someone gets into this flow and then we send them a series of emails.

How did we determine which email marketing tools to include?

The emails aren’t individually represented in the flow so this is a sequence of emails that someone goes through and if we look at the email sequence itself in here there are no a B testing features there’s no way here to do the same thing for example with the subject line so we can’t do that then so let’s go back to the engagement we can also we can have conditions in the flow so we can jump to somewhere when a tag is added or removed or when a certain date is reached we can send an email sequence to add or remove text or add a delay and we can have a condition which is based on a tag or custom field but this is not like a split right so I can say okay you know does the person have this tag yes or no now theoretically it’s possible to use such a conditional split and kind of try to randomly assign people you know and in Group A and Group B tags when they sign up and then you can try and run something like an a/b test on an automation using one of these conditional splits but no that is not real a/b testing I’ve seen that you know in some cases though and we’ll get back to that in a later example actually you know sometimes this is advertised as yeah you can do a B testing right you can do it like this manual assign tags and manually check reports and stuff no that’s no that just doesn’t count right and so in conclusion with convertkit we have a very simple very easy to use and good a B testing feature for broadcast emails that is it’s good but it’s very limited.

We have no a/b testing for follow-up automation which is too bad but that’s where we stand with kin kick our next email marketing tool is rip and I gotta say right away I was disappointed in the a/b testing features in drip let’s look at why so in campaigns which are linear sequences of emails we have split tests we can create a split test here and we can test one of three things we can either test subject line the from name or the timing of delivery subject line will be against usually the highest the most convenient highest yield thing to test so let’s choose that we choose one of our existing campaigns that the idea is you create your campaign first and you activate it and then you choose it and then you create a split test and kind of add that campaign to the split test so already if this sounds a bit convoluted it’s it’s become loaded so now I’m choosing an email within this campaign that I want to test.

Choose this go to the next step and then this is my first subject line and I go subject line to something else right and I can add more variations so I can test more than two variations against each other here but then from here I can start the test so and then I have a report for this specific email within this specific campaign so again if this seems confusing it’s because it’s confusing right it’s so that I have a report about a split test that runs on a specific email in a campaign which is a series of emails that I’ve created before and there’s also as far as I can see there’s no automatic winner so the idea is I just come back here and determine which one is winning and then end the test.

Choose which one should keep running and this is just for a subject line test in one e-mail in one campaign so I’d have to do this for I have to go through this and make sure my labeling is good right so I know what the hell is going on for all the emails in my campaign I don’t know this just seems unnecessarily confusing to make it more disappointing we have for broadcasts if you send out a broadcast email to your subscribers there’s no a/b testing there this is simply not possible and that let’s look at the automation within workflows so in a workflow like this where we have different steps and different conditions some of these steps are campaigns so this step here represents a campaign which contains multiple emails.

Pricing Model Read More

Within this campaign I can be testing a subject line of an email but not I can’t tie it to a goal right again there’s like there’s no basically the a/b test is almost like it runs separately from everything else I’m doing here and it can’t impact the results of the a/b test can’t directly impact my workflow which kind of defeats the purpose of you know that’s what you’d want from an a/b test within a workflow we can also have conditions here but just as with actually no a fork is a different thing as a bit of a strange thing but we can have conditions like what we have here right we take for a tag and we have a yes and a no path so just like in convertkit theoretically we can somehow finagle this into something like an a/b test but I don’t recommend it and in fact this is like this appointment part three is that this is what they basically recommend there’s a tutorial here that basically says okay you know apply different tags you know to apply your bucket a and bucket B tags to people and then use those tags to send different messages different broadcast messages and then check your analytics and then so on this is not real a/b testing this is not randomized, to begin with and if you have a bucket an in the bucket B and you’re constantly running tests on the same two groups of people without further randomization the more it has to run on that the less relevant two results will become so, in summary, we can do a/b tests in drip but only two individual emails inside campaigns so inside sequences of emails.

We can place those sequences inside an automation workflow but there’s no automatic winner and we can’t make a flow where you know we automatically adjust the flow based on what performs better so and we can’t a test broadcast emails so really this is why I said I was disappointed to look drip is in every other way drip is such like a geeky power user marketing tool you know it has such great features to do some really powerful marketing stuff but somehow on a be testing they have completely dropped the ball and I really hope that they will improve this in the future but as of right now this is pretty bad next on our list is get response get response does have an a/b testing feature and it does it when whenever you create what they call a newsletter so you created an email and in the distribution settings it’s strange that it’s well hidden like this but anyway you click on this and then you would turn on a be testing and so here you choose your list you create your message very similar to the first steps that we’ve seen in other in tools before and yeah so here’s where you decide whether we want a be testing or not then you go to the next step here is where you will be creating your actual email content we have an email builder with various blocks and mobile preview.

So on so you compose your email here you go to the next step and then you have a an a/b test type to choose from so you can choose to test subject lines from fields content so you can create a different message or even use a totally different template or different delivery times which is I think great this is this is you know it’s a good idea not to test these things simultaneously you want to isolate a single factor so having this as a multiple choice here is good and I really I mean I like this interface you know it it kind of walks you through in a very obvious way the only issue really is that initially it’s it’s so hidden the a/b test feature is hidden like that but the flow here really makes a lot of sense and then it’s very convenient to do right so we have subject line one line two and we can add more and yes it’s just as you’d expect when we go to the next step then we choose CBN’s on this step.

Who should use this email marketing software?

We can also have some exclusions so that’s again similar to other setups we’ve seen and then we’ve we have this visual representation our codes this right you can you can choose how the email will be split it seems that it’s limited at 25 25 50 but I guess that’s fine and then very importantly send best message automatically that’s you know for me this is the point of using tests like this you can choose open rate or click rate that makes perfect sense to test and you can choose a duration so here again we could have what would I had last time something like 5 hour delay and you can be notified so this is how we create a split test so the split test is part of the email message now in get response there is now also an automation builder like this and it has basically all the typical software used to you can enter people into automations you can add steps such as moving someone to a list and you can connect the steps to each other to create workflows and what we can do here is well inside one of these we can have our message so this would be an email message right sending an email message.

We can choose what kind of message to send here including newsletters we’ve previously created the AP tests we’ve previously created so in here we can also select a be tests right we can choose to a/b test an email within this flow which is not the same as being able to split the entire flow and as far as I can see there is no feature to do a split of the entire flow but we can have messages within the flow running a/b tests and we can have those messages automatically optimized so with get response we’ve got a pretty good pretty user friendly a be testing feature which can apply to broadcast emails and we can also have emails inside our follow-up workflows or automations be automatically optimized that’s good so we you can think of it like you can have your automatic workflow and it can get better over time get more people to open and click overtime but you can test two completely different flows against each other and you can’t basically try two different flows and automatically lead people down the more effective path after a while so this is one step removed from the kind of thing you could do in active campaign but it’s still pretty good this is one of the better a be testing feature sets that we’ve seen our next tool on the list is eye contact in eye contact when we create a message we get to choose from many of their totally overdone templates and we’ll just go with the default one here and in the editor here is where we can change our email content.

A simple interface to spend less time creating emails

We can enter a test one subject line and we can also call this you know a/b test one or something so this is what the message will be called and then in the tools here we can create a split test so we create a split test and we can duplicate the message so I would compose my message first and then say duplicate and then I can change the subject line and I can also change the content and whatever else I want and oh I should have actually switched to version P here first so here now on version B we’ve got test one as the subject line and version a we’ve got test two but it matters not we have our two test versions that we can switch between so an advantage of this feature is that we can easily test the subject line and content and it’s pretty straightforward right we just use the same editor for both a disadvantage or a limitation is that we can only have two versions which I think isn’t you know this isn’t a huge problem I generally test just the control and want one variation anyway so then we go we can do our previewing and all this kind of stuff you get everything ready to send and then we go to prepare to send in this step is where we choose who receives our message including segmentation options as well and then here it’s a bit strange I mean we have this pre checked.

The split test because we we set it up as a split test we can’t uncheck it but nevermind we have our name that we can change here again and we can choose the percentage so in this case what this means if we have so if we set this to 40% as here means that 20% and 20% will get our two variations and then the rest of the list will get the winning variation interestingly the way this works is that as you can see here after you decide which version performs better so I don’t choose a conversion goal here I don’t choose open rate or click rate or something the idea is that I take a look at which of the you know I take a look at the reports of these messages and then I choose which one I want to send to the rest of the group so it’s not as automated but it’s also it’s not too bad it’s not like super inconvenient either so in eye-contact we have got a passable a be testing feature basically this very middling because it’s fairly well put together it’s not too complicated to use but it does require manual intervention and you know it’s just it’s just not that great it’s not bad it’s not that great doesn’t really stand out but there it is that’s what you can do in eye contact the next tool we’re testing is MailChimp and surprisingly MailChimp does have AP testing features I didn’t expect this because MailChimp is usually kind of basic.

Why Choosing The Best Email Marketing Service is Important?

Beginner oriented but take a look at this in MailChimp when we create a campaign we can create an email and here we can choose to run an a/b test so we’ll call this a be test demo and let’s get started then we choose who should get our a/b test and we can send to everyone or so the segmentation happens in this step here and then next up we can choose what to test so we so again it’s kind of like the other way around a little bit from what we’ve seen before here we kind of set up the parameters of a test first before we get to the actual content now I can choose to test multiple subject lines or we can choose to do the from name or the content but as you can see it’s kind of like the get response version where you can only you can choose one of these things to test and when you test one you can test the others which is a good thing that’s that makes sense so let’s go with subject lines as we’ve done in all the other examples and here we can set how many people this will be tested on again the same principle right we choose the how many the basically they’re the size of the two groups that the test runs on.

Then this is the group that will get the VIN the winning variation so we set this to whatever we want and then we have by open rate click rate or even by revenue so if you’ve connected it to an app that tracks revenue this is great this is a great option and again I’m actually I’m surprised I didn’t expect this from MailChimp right this is the kind of thing that I would have expected from a solution like drip but not from MailChimp so this is great well done MailChimp okay so we have open rate you can also do a manual selection and set the time and here we can get a summary of what this means and then we move to the next step all right so then we have our name here we enter our subject lines test1 test2 and this is a little snippet that can appear in the email preview we can test that but that’s fine and here we do a bunch of another setup for what we want to track Google Analytics integration.

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Things like that and then we go next here we choose some template as usual and because we’ve already setup our subject lines before our test setup is already done so here we just compose the email if you choose to test the content then here you basically create your content and create a version of your content to test and then go to the next step and then we’re basically done so here we have an overview of what’s going on and we can then choose to schedule or send the email now MailChimp has also introduced what they call automations and these automations are in this kind of way calculate the Aweber ones basically series of steps so linear series of steps where you send email messages and you can have triggers you can have triggers other than just wait a certain amount of time you can wait until someone does a certain action clicks on a certain link you can connect it to e-commerce and trigger things by what people buy but it’s not the same kind of it’s not level of sophistication that you have in a proper workflow builder or automation builder like we see in active campaign or drip.

Also with these messages you design here in these automations there’s no a/b testing feature for the follow-up or for the automations so with MailChimp we have a good a be testing system for broadcast emails and in fact a very good one because you can even connect it to your shopping cart and test for revenue that is so cool I want that in all of the tools and you have no a be testing for your automations or follow-up campaigns but these campaigns are very basic, to begin with so you know if you want to build sophisticated workflows you’re not looking at MailChimp anyway the next tool on the list is mailer light and it made a light we can create a campaign we can create a new email and right here we can choose an a/b split test we could use to test either the email subject the from name or the email content and once again we’ll go with subject so we have test 1 test 2 and then we go into the next step which is selecting the content what I what I really like here is you can also get the templates and all that but you can also just do a text editor and I’m all about those texts only emails so here we compose our email and remember we’ve already set the two test subject lines so here’s just about the content then we go to the next step here we define who gets our email.

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We can segment our subscribers into different groups and choose which groups get the email and then we go to the next step and here is where we get to choose the split so here at the last step is where we decide how to run the test and what to do with it and once again we have a visual representation of this – I think it’s great of how the split will go and we can choose to select the winner by open rate or click rate and we can set a delay so it’s very familiar actually right it’s very familiar with the other systems we’ve seen but that’s it here we set up our test and then we set the scheduling or send right away so that is for sending a campaign which would be a broadcast email to your whole list or group on your list made a light also has automation so you can create these flows that can include email messages delays and conditions such as did someone interact with the previous email or did someone is someone in a specific group or not.

You can define various actions and things but in these flows there is no a/b testing so I made a light this is starting to look like a familiar story we can do a/b testing for broadcast emails fairly good feature set there but no a/b testing in our follow-up campaigns so again it’s kind of a middling solution but it’s certainly better than having no a/b testing at all next up is another interesting tool Martic here when we’ve created an email we can go in and choose to add an a/b test to the email and this takes us through all the other steps so we can choose a separate template we can change the subject line I’m going to do that and we can also change this would be email test version or something for internal labeling and here we have to choose how many people will get this and this is the total split so if I if I say 25% here that means that the original that I created this a B test from will get 75% of the traffic and then the winning criteria we can to read rate so that we open rate click-through form submissions doesn’t really make sense on an email very much or download rate if you use mortix asset delivery feature so let’s let’s keep it with this with this setup so we could just save this and then it’s a subject line test or we can go into the email builder and make changes so here if we go back into emails we have this symbol that says it has an a/b test running and down here there are variants so here we can see and I can activate this as well so this would then start the test.

We can have multiple variants now the problem here is in in how this is sent and how you take action on on the AP test because the way this works is that I have this email that has two versions and these emails are separate from from descending descending happens in in a campaign so I create a campaign and did what the campaign does is it sends this email and it will send the email it will send the email to all the contacts in the campaign and the idea is that they can then come back and look at the statistics to see which one performed better, in other words, I have to then take manual action so this will show me the statistics but I have to take manual action on which one to keep sending it’s not that useful for broadcast emails

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Also I have to say it like the whole set up of the emails and the AP test variations and the sending it sounds quite convoluted in this tool now inside a campaign inside an automation building a campaign we can we can build flows workflows like this as well so let’s open the Builder here so here in a flow like this we can have we can have triggers we can have sending options we can have conditions and we can choose emails to send here we can choose to send an email that has an a/b test running that means if we have an automation like this where people are coming in and going through this continuously then there it makes sense there I can get some use out of it because I can let’s say let this run for a week or so.

Then check which email is performing better and then make sure that that email is going to be sent to everyone who comes through this automation in the future so in summary with more tech we have a fairly complicated not that useful a be testing feature for broadcasts and we can insert a be test in our flows but again we can’t test totally separate flows against each other and overall my main problem here is that it’s just not nice to use but it’s quite complicated you have these you have the email that has variants but each variant has like its own interface and it’s not quite shortened then you have to go to campaigns to actually send the email it’s just it’s all a bit complicated and this is it’s the kind of thing where you know I can see this as one of these features that it’s there but you’ll end up not using it very often because yeah it’s just thought you know it’s not user friendly enough so that is more tech now our next two tools are really quick because send in blue has no a be testing features for either broadcasts or follow-ups and the same is true for sandy so sandy comes up a lot because the very cheap solution that you self host.

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Use with Amazon SES and same here there’s just no a/b testing features whatsoever inside so the last two tools on our list were pretty easy to get a grip on so overall as you can see that there’s basically three let’s say broad categories here number one is actually active campaign in its own category because it has just badass a be testing features both for your broadcast and for your you know conditional follow-up automation stuff it’s basically anything you want to test you can do the only thing that’s missing is testing for revenue then we have several tools like get response and MailChimp and convertkit that have some AV testing features you can do some a/b testing often you can just a be test broadcasts but you can test everything.

That’s great I would say that anything that has at least some a/b testing features or at least you can test some subject lines and so on that would be a minimum for me to even consider using a tool and then we have a third category of tools where there are no a/b testing feature at all or the a/b testing features are so limited or so complicated so annoying to use that they might as well not exist and I would put like you know more tick and drip or both solutions where okay they both have a be testing but mmm are you gonna use it are you gonna be happy with it it’s questionable now to get a better overview of all this you can check if you’re watching this on youtube check the link in the description otherwise just scroll down on the blog post.

There’s a comparison table and some written summaries of this and of course I would love to know if you have other experiences if you have other tools that you think I should look at or if you have any questions about how to make use of this kind of stuff just leave a comment below and I’m really looking forward to hearing your feedback so check out the blog post that goes with this pretty important information there and a much easier way to get an overview over you know and make a decision basically based on the comparison table I’ve put together for you and that’s all I’m shaving a lot from active growth thank you for watching and I’ll catch you in the next one.

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