What Is Email Marketing Software?

As commerce and information exchange have turned more globalized and digitized, a practical email marketing software becomes a necessity. An email marketing software makes use of email lists to broadcast valuable content that can both inform your leads and promote your brands. It serves to drive engagement through hyperlinked emails and attractive subject lines with its online tools.

Why Do You Need Email Marketing Software?

Growth and profit is the goal of every business. One way of achieving that is through email marketing. With the software, you can make the most of the market and benefit your business.


Deliver High-Impact Content to Your Subscribers

Email marketing is a means to deliver your brand right into your subscribers' inboxes. Unlike social media, where the viewers could be varied and untargeted, a subscriber list is a more reliable and highly targeted means to get your brand out to those who need to hear them.


Amazing Opportunity for Analytics

The emails you send out can be analyzed like website traffic. The data you could collect can be an indicator of what email campaigns click or flop. The analytics will also allow you to see engagement opportunities and content weaknesses.


Direct Line of Communication with the Audience

With email marketing software, you get to create customized content that fits various demographics of your target market. Furthermore, the software helps you to respond better to queries and thus making your brand more engaging.


Improves Brand Awareness and Customer Relationships

Relationships with leads and customers are often built through subscriptions and kept through engagements. Regular emails allow a brand to stay at the top of minds among subscribers. Email marketing software gives you constant contact with customers and leads.


Lead Generation and Revenue Generation

As emails can reach people who are on any device, email marketing is something that can be taken advantage of. Well-placed links and relevant content could increase website traffic. It could help boost sales as emails on offers and deals could be sent to subscribers who opted to receive such updates.

Core Features of an Email Marketing Software

It's not easy to choose the best email marketing software in a relatively saturated market. With that said, you must check whether or not they include these key features. It pays to be a wise marketer.

 Sufficient Capacity

The best email marketing software should ensure that your email load would be able to reach the stretches of your target market and client base. Typically, a higher capacity requires greater costs; thus, a balance must be struck between the email volume and contact list limit.

Effective Email Designer

The visual appeal and audience impact of a marketing email rely heavily on its ingenious design and digital accessibility. The design of the email needs to make clear the intent of a marketer, and it needs to make a reader engaged.

Visual, Drag-and-Drop Email Builder

A good email builder has to be advanced in capabilities to cater to your needs. It also has to have a friendly user interface that allows one to navigate with ease. A drag-and-drop is a convenient feature that allows instinctive designing that will get the job done right.

Ready-to-Use Templates

As email campaigns turn to cater to more marketing needs, it would take more than an intuitive builder to make cost-effective campaigns. Professional and effective templates would add convenience to the creation of marketing content.

Cross-Platform Integration

Emails are just one part of the huge umbrella of digital marketing strategy. Integrating email campaigns with other digital platforms—such as email providers, social media, websites, and applications allows you to get more leads.

Customer Relationship Management

Customer Relationship Management or CRM and email marketing software go hand in hand. CRM helps you get a 360-degree view of your customers. This could list and sort the traits of your clients and subscribers. 

Analytical Tools and Tracking

Email marketing software tools allow you to conduct analysis and tracking. Being presented with data, and having the means to analyze them allows you to see what works or what does not work. Numbers and cold hard facts could help identify strengths and opportunities. It will also help in mitigating weaknesses and threats.

Intelligent Automation

Handling email campaigns do not have to be done by people 24/7. A software that has autoresponders and time-based sending feature would create better business responsiveness and possibly a higher lead generation.

Landing Pages

A landing page is basically a page on a business website that is solely dedicated to lead conversion. Typically, a link in an email would lead to a landing page, which is usually an incentivized form. Not only is it easier to load on the screen, but it also directs attention to the desired action. Statistics show that your consumers engage better on a landing page than on a home page.

Customer Support

Reliable customer service is an important feature to help build rapport between you and the software provider. You need this when problems arise in email campaigns that fail to go through or errors in the template designs.

Educational Resource Library

Email marketing software may come with a glossary of marketing jargon. It can even go more comprehensive by providing the best marketing practices and proven digital strategies. This type of resource benefits you holistically into improving not only emails but marketing in other formats as well.

Practical Payment Plans

An email marketing software could offer you practical payment plans that suit your budget and needs. It can be a free trial or a paid plan.

Types of Email Marketing Software

Different marketing needs call for different software. Thus, you need to know your business best to choose the right solution. Each type has its competitive edges. It is up to you to mark which works best for you.


Direct Sales Software

With direct sales software, you could easily send out your product and service catalogs right into your subscribers' inboxes. Once your leads click on the links, it could potentially lead to sales and revenues. 

Best for 

Marketers, retailers, and service providers

Pros of Direct Sales Software

It helps with promoting the products and services you offer.


It could help with boosting sales and generating revenue.

Cons of Direct Sales Software

Your subscribers could get annoyed with your catalogs if you merely send out catalogs and listings.


Newsletter Software

A newsletter software will get you an open line of communication between you and your audience. You could send out a variety of content that could bring brand awareness, entertain readers, and share valuable information.

Best for 

Marketers, content creators, and brands

Pros of Newsletter Software

It could spark interest from readers as they receive content that could be relevant to them.


It reduces the chances of your subscribers from unsubscribing because they could find value in the emails you send out.

Cons of Newsletter Software

It may or may not land you with sales and revenue. It is not as provoking as direct sales; thus, it is not a surefire way to boost income.


Transactional Software

Your customers and clients would want to receive updates on their invoices, billings, and subscriptions. Rather than having you or your staff sending them out one-by-one, a transactional software would take that burden for you.

Best for 

Retailers, service providers, and subscription services

Pros of Transactional Software

It conveniently updates your customers and clients on the transactions they have with your business.


It helps you get better clicks, especially because your customers are interested in their own purchases. With a timely email leading them back to your site, you could score additional sales and subscriptions.

Cons of Transactional Software

It focuses more on the administrative side than on the marketing side of things. This is why you have to supplement transactional emails with other content like related products.


Autoresponder Software

An autoresponder acts upon triggers, which are the acts of your consumers. It can be used to send out multi-tiered emails that could aid in lead nurturing, a customer connecting, and email trash disposal.

Best for 

Customer service of businesses

Pros of Autoresponder Software

It could respond to different consumer feedback. If a user subscribes, an autoresponder will send a welcome email. If a user purchases, an autoresponder will send a transaction email.


It gives timely responses to your leads and consumers. Without human factors at play, an autoresponder is capable of giving a reply instantaneously.

Cons of Autoresponder Software

Mapping out your multi-tiered replies would take time. It would require you to make a lot of templates for different situations. However, when all is done, it is ready to go.


Unique situations still require human intervention. Especially for queries that require specific and technical instructions, an autoresponder would not really help certain consumers.

Who Needs Email Marketing Software?


Bloggers and Content Creators

Subscribers are normally interested in the content sent through emails. This is pretty much the reason why they subscribed in the first place. You may send out links to the latest postings to these subscribers. In the end, link clicks could generate more traffic into your blogs, websites, or channels.


Marketers and E-commerce Store Owners

Email marketing software is for big and small business owners alike. While social media is great for getting your name and brand out there, email is still an excellent digital platform to regularly engage with leads and customers. You can use this tool to send out offers, updates, and promotional materials to subscribers.


Organizations and Teams

Are you heading an organization or a team? Larger organizations may find the need to send out work-related announcements through email. It is a professional way to streamline organizational efforts. Emails are a reliable solution to keep your members of a team or organization updated as it is common among working professionals to stay on top of their work emails.

Frequently Asked Questions

The thing about ineffective email marketing is not that they are sent too inconsistently but rather they are not differentiated enough. An email that is almost no different than the next is a surefire way to make recipients disinterested and unsubscribe from the listing.

Newsletter Emails

These types of email marketing are normally done to improve brand recognition and increase market awareness. It allows a business to position itself in the minds of its leads and thus nurturing these leads into regular customers. 


Transactional Emails

Customers are highly interested in transactional emails as it gives them a follow up on an action they did on your site. It is especially useful for retailers and service providers. 


Behavioral Emails

Different behaviors of subscribers may require a particular type of email. Behavioral emails work best with an autoresponder of email marketing software. 

Announcement Email

An announcement email could contain a new product launch or a location branch opening. This type of email could conjure up excitement among readers, especially when an air of mystery is added to it. 


Job Posting Email

Dubbed as the We're Hiring email, a job posting email gives a sense of importance among your subscribes. What better way of valuing your subscribers than by giving them first dibs or a shot in getting to work with you. 


Anniversary Email

An anniversary email is a good way of thanking your loyal subscribers. It could contain a message informing a subscriber that they have been with you for a year or more already. 


Value Email

A value email is like the carrot stick among all types of email marketing. It does not have to be blatantly urging users to take action, but it could be an interesting email that an inbox reader would likely open. It could include current news, inspirational stories, tips, advice, and motivational quotes.

Order and Shipping Emails

These types of emails are relevant for customers who placed an order on retailing e-commerce. Order and shipping emails also lead to several clicks by customers due to personal interest. 

     These typically include:

     1. Order confirmations

     2. Receipts or Invoices

     3. Billing Statements

     4. Bill of Lading or Shipping Notices

     5. Cancellation Notices


It would also be great to integrate product or service promotions, especially if they are closely related to the transaction on hand. 


Subscription and Renewal Emails

Another type of transaction email is the subscription and renewal emails. These are targeted for paid subscribers of service and software providers. 

     These typically include:

     1. Subscription Success

     2. Unsubscription Notices

Welcome Email

Often triggered by a new email subscription, a welcome email typically thanks to a subscriber. It may add what type of content a subscriber could expect. It is also an invitation to stay tuned for the coming update. 


Abandoned Cart or Browsing Emails

With certain site tracking tools, a business owner could tell whether a logged-in customer has items left in a shopping cart. It can also determine if a user has left open an online file like a shared PDF. 


An abandoned cart or browsing email could have a provoking subject line that says, "You forgot something." This could be an income-generating opportunity wherein potential customers would recall their prior interest in a particular item. 


Offer Email (Free Gift, Free trial)

An offer email could provide a link towards a discount coupon, cheaper deals, a free gift, or a free trial period. This type of email is often triggered by a new subscription. Then again, it may be sent out regularly. It could be given in exchange for a particular expected action. It could even be simply given away–no strings attached and to thank loyal subscribers. 


Survey Email

A business should get input from the consumers themselves. This is where a survey email is handy. It could lead to a landing page where a subscriber could fill in and answer questions. 


New Product Email

It is a great tactic to jumpstart sales of a new item to highly engaged users. A new product email does exactly this. Whenever a new item is added to the product listing, details of this item could be sent to the inboxes of subscribers. This type of email could nudge leads into inspecting an item and potentially checkout online. 

The quick answer to this question is an absolute no. An untargeted, generic email list is like throwing a pebble to the ocean. Not only will it really generate leads but it may also be a waste of time and resources.

There are different techniques that are within reach which could help in the growth of the email subscriber list. These techniques include the use of social media, the business website, or the email itself. 


Social Media

1. An online contest can be used to promote an email subscription. A condition to join an online contest could include subscribing to the email newsletter. 

2. Promoting an offer or a freebie in social media is another way to get in touch with interested leads. An email could be required to redeem such offers or giveaways. 

3. Facebook Business Pages have a Call-to-Action feature which could be used to lead to a landing page where visitors could input their email to subscribe. 

4. Pinterest can also be a way to promote through aesthetic visuals that are relevant to the business or content creation. These images could be linked to a subscription form. 

5. Youtube allows content creators to add end cards to a video. These hyperlinked cards can also lead to subscription landing pages. 


Websites and Blogs

1. Website visitors could be asked for feedback especially when they have been on a page for a certain amount of time. An email may also be requested when they permit to give it. 

2. The website may also include links to offers that would require an email to acquire.

3. A blog that can be subscribed to is not only a good way to increase search engine ranks, but it is also a way to turn blog subscribers to email subscribers in the long run. 

4. Include places for clients’ reviews. Readers are more engaged when they are given a platform to have a say on things. Giving these reviews would require them their emails. 

5. Creating some "bonus" content could also work. A blog may post free basic tips and advice on a certain matter. For more advanced teachings, subscription to the email newsletter could be requested. 



1. Create emails that make an impact. Growing the subscriber list is not only about adding new people but it is also about keeping people engaged. 

2. Ensure that social media sharing buttons are accessible. It is possible that subscribers would like to share an offer they received in an email. Make it easier for them to do so, as it could benefit the business as well. 

3. One may consider making segments of email listings. A subscriber may opt to receive certain kinds of email depending on what they are interested in. A checklist upon initial subscription would do just the trick. 

It could often be up to debate whether an HTML or a text type of email would generate the most clicks. However, the real answer is that it requires a hybrid between these two types.

There is actually no definite answer to this question. The best time largely depends on the demographics of your subscriber lists. Marketers could ask themselves several questions. Are they in a particular timezone? Are they young people and night owls? Are they of the older generation and early birds? 


This is where email metrics play a huge part in creating effective email campaigns. It is possible that through trial and error, a digital marketer would be able to identify the best time to send out emails.


1. Grow the subscriptions list through high-engaging and relevant content. 

2. Use autoresponders to send timely emails. 

3. Add a personal name or an official name in the Sender emails. 

4. Keep it simple with three typefaces at most. 

5. Make content that works across devices. Usually, it is 500 to 650 pixels wide. 



1. Do not purchase email lists. Not only does it violate data privacy, but it is also ineffective in lead generation.

2. Do not manually send out every single email. A business with high reach would find this inefficient and costly. 

3. Avoid No-Reply email addresses, if possible, since subscribers prefer opening emails that are written by real people. 

4. Make a clutter of an email with over a handful of typefaces and graphics. Not only is it an aesthetic disaster but it will also seem unprofessional. 

5. Creating an email of more than 650 pixels wide. It could be inconvenient for mobile users as they would need to view the email horizontally due to hidden text. 

Yes, you may avail of an open source email marketing software for the free full version. Take note, however, that the features will be very limited. Nonetheless, getting free software can give you an idea of what you would want from a premium and paid software.

Open Rate

This signifies the percentage of email opens. It helps you in strategizing subject lines to induce email opens. 


Clickthrough Rate

It counts the rate of link clicks within the email. This also shows how well integrated the links are. 


Conversion Rate

A metric that shows the percentage of recipients who clicked a link within an email, and performed the desired action, such as filling a survey or purchasing. It helps in the analysis of whether the marketing strategy has met the goals of a business. 


Bounce Rate

This shows the percentage of emails that failed to reach recipient inboxes due to invalid addresses or other issues. This rate helps in cutting down the subscriber list and giving more room to relevant leads. 


List Growth Rate

It shows the rate of growth in the size of your subscriber pool. This percentage will tell how wide is the market reach of the campaign. 


Email Sharing/Forwarding Rate

It is a percentage that shows the proportion of recipients who had the email campaign and either forwarded it or shared it on social media. You could utilize this data and see what sort of content is worth sharing. 


Overall ROI

The return on investment rate shows the proportion of revenue over your campaign spending. This is especially great for business owners who want to see actual results from their marketing efforts.


Unsubscribe Rate

This reveals the percentage of unsubscribes after a particular email was opened. The rate can be used to figure out what type of content ticks of recipients.

Step-by-Step Guide on Start Your Email Marketing Campaign

Step 1: Choose an email marketing software 

You could weigh in what core features matter to you, such as capacity, email designer, platform integration, automation, analytics, and customer relationship management. Check email marketing software reviews and comparisons, so that you can get a rough idea of user satisfaction. You can even check the top 10 email marketing software. They rank well for good reasons.


Step 2: Build your email list

You can choose between purchasing an email list or growing an organic listing. Importing contacts from existing customers is also an option. What matters is that you have a list of subscribers and their addresses where you can send out your emails.  


Step 3: Know your goals and audience

You have to set goals for your business. What do you want to increase? Sales? Website traffic? Customer loyalty? These goals will determine how you would position your business in emails. You also have to know your market or audience. The way you word out your subject lines and body of your emails depends on who has to read them.


Step 4: Plan out your campaigns

You have to refer to your goals to know what campaigns are appropriate. If you want to increase sales, you could consider sending out offer emails or abandoned cart emails. If you want to increase customer loyalty, you can send out anniversary emails or value emails. In planning out the campaign, make sure that there is as much variety as possible. If you send out the same type of emails over and over, your subscribers tend to ignore them or the campaign could end up in spam emails.


Step 5: Create your first campaign

An important thing to remember is that you have to capture your readers’ attention. You don’t have to outright clickbait them, but it is enough that your subject lines are compelling. Also, the content has to be reader-friendly such that a reader could see everything within 8 seconds or so.


Step 6: Measure results

You have your first email rolled out. Now, it is time to see how it went. With email marketing software, tracking email metrics is as easy as viewing webpage analytics. Everything will be presented to you—the number of opens, clicks, forwards, and more. The data will help you assess the performance of your email and that would dictate how your future marketing efforts will proceed.