Email Marketing

What to look for in email marketing tools

Choosing the right email marketing platform depends on where you are and where you're headed. If you're just starting out with a small list, look for a generous free tier and simple drag-and-drop editors — you shouldn't need to learn HTML to send a newsletter. As your list grows past a few thousand subscribers, automation becomes critical: drip sequences, behavioural triggers, and segmentation can make or break your engagement rates. Pay close attention to pricing models — some platforms charge per subscriber while others charge per email sent, which can make a huge cost difference depending on how often you send. Deliverability is the silent killer: a cheaper tool that lands in spam folders will cost you more in lost revenue than a premium one with strong inbox placement. Finally, consider the ecosystem — do you need deep e-commerce integrations, landing page builders, or CRM features built in, or are you happy connecting separate tools?