In the age of the advent of mobile phones and the development of many new means of communication, email remains the preferred channel for brands to organize their customer interactions. Invented in the United States in the early 1970s, email is being used really fast: according to Statista, 293.6 billion emails were sent every day in 2019 and these figures will increase to 347,3 billion by 2022 Must reach!
Why is this channel still widely used by brands, who are the main players in the email marketing market and how to choose their email software specifically according to their needs? We will answer all these questions in this article!
Email Marketing Market Position
Why is email resisting the emergence of new means of communication, especially social networks? With billions of emails sent every day and the trend is not declining, here are the reasons why brands continue to rely on this leverage:
- Excellent ROI: According to the DMA, for 1€ spent, email marketing earns an average of 35€, email is still a cheap means of communication, even if the trend is towards ultra-personalization, which means higher costs.
- Content Delivery: In the context of content marketing, email is the tool of choice for accelerating the dissemination of resources, according to the Content Marketing Institute, 90% of marketing teams use email to distribute their resources.
- Preferred Acquisition Channel: As in digital as in physical, email remains the most powerful acquisition channel, with 40% of customers making a purchase in store after receiving email for business purposes, according to SNCD.
This trend is prompting many players to position themselves in this market which, as datanise shows below, has around 256 different devices! The market is dominated by MailChimp, which you’ve certainly heard of already, then we get Constant Contact and a French player: Mailjet.
With so many solutions at your disposal, don’t hesitate to use this software comparison to help you sort out and identify the options that are really suitable for the size of your organization and your functional needs. to email!
you are lost ? Fear not, in the rest of the article we give you all the keys to making the right choice.
Website Building – Custom Price Estimates
La Fabrique du Net has developed a recommendation engine that allows you to get a free detailed price estimate as well as a selection of software and service providers best suited to your website building needs.
With 256 tools on the market, it is clear that not all software on the market is aimed at the same types of companies: functional depth, value, integration, support… To help you with your choice, we categorized the tools has done. Of ’emailing’ in 3 categories:
These tools are very easy to use and their functional scope mainly includes sending personalized emails and some basic automation options. This type of solution is perfectly suited for the self-employed and VSEs, with the expected annual cost being less than 5,000€/year.
Being more targeted, well structured and having a solid relationship marketing plan for medium sized organizations, these tools provide effective marketing automation functionality, deep integration with most CRM software on the market, as well as significantly advanced, allowing You can supervise all. About your marketing activities. The expected cost is between 5 and 20 k€ per year.
The tools that make up this last category are rare and suitable for large organizations: large groups with very large customer databases. This software is not limited to sending emails and covers all communication channels allowing utmost efficiency in personalization of messages. In terms of the annual budget, the cost of these devices is estimated at between 20 and 50k€.
Go to the respective category, depending on your relationship marketing needs and the size of your customer database, we have taken care to offer the main software on the market for each category.
Which are the main emailing softwares that suit your needs?
Sendinblue’s Email Editor
SendinBlue is an email marketing tool best known as one of the main transactional email services for micro-businesses and freelancers. The platform has grown significantly, especially by integrating some well thought out marketing automation features, on the back of their excellent reputation for sending newsletters in Europe.
Sendinblue’s biggest strengths are its ease of use and excellent value for money. For European customers, it is one of the few email marketing providers with servers located in the European Union (which helps you comply with GDPR). Furthermore, the company’s policy of only accepting customer files with opt-in attests to the quality of its delivery rates.
If you want to go a little further using the marketing automation features, the tool offers an easy-to-use workflow editor, ideal for starting with simple scenarios that will best suit the needs of small businesses.
HubSpot Email Editor
It’s hard to write an article on email marketing without citing HubSpot, which offers companies an all-in-one sales and marketing platform including a CRM, a tool for building landing pages, therefore emailing and marketing automation. , and many other features.
It is a very comprehensive tool, the functional depth of which will require a small learning curve and is therefore suitable for more structured and experienced marketing and sales teams.
HubSpot is establishing itself as an affordable option for small businesses by offering free (very limited) versions that allow you to test out their products. Be aware, however, that the cost of the platform increases as your functionality needs increase.
If you only need email marketing software, HubSpot is probably going to be too much trouble. But if your search for email marketing software is part of a larger strategy to take the marketing leap forward and improve the performance of your overall sales and marketing funnel, then HubSpot is a solid fit!
Celizant’s Email Editor
Of Belgian origin, Celizant provides cross-channel campaign management functions. These allow organizations to plan, define and execute marketing activities. The company offers an all-in-one solution that allows marketing teams to send traditional campaigns and maximize conversion rates.
This solution is primarily intended for mature organizations, larger in size and larger customer databases. The features offered are powerful and advanced: they allow you to go far in your ability to personalize your messages, and that, across all channels.
This functional power is inevitably found in the operation of equipment which can be complex: a steep learning curve is to be expected compared to the equipment presented above!
Are you using a solution that we haven’t presented here? Don’t hesitate to share it with us in the comments indicating the size of your organization.
About the Author
Arnaud Malfilatre, Chief Operating Officer of La Fabrique du Net: I am at the crossroads of strategic and operational matters. I am very much involved with digital marketing and its development.