Email marketing software platforms are designed to directly promote a commercial message to a group of people using email. Email marketing is most often used to acquire new customers, increase customer engagement, or share promotional materials. An important feature of email marketing tools is the ability to segment user lists to specifically target subsets of the larger user base. Email marketing platforms that integrate with CRM or digital analytics products can enhance the segmentation capabilities of the platform.
Some email marketing vendors may also offer transactional email tools. Transactional emails are sent in response to a specific action by the user. These emails may include password resets, order status updates or email confirmations. G2 Crowd offers a separate Transactional Email category to compare these products.
Email marketing is often purchased as part of a broader marketing automation suite. This category includes only “best of breed” email marketing products. Based on their own needs and budgets, buyers should decide whether a best of breed email marketing solution or a broader marketing automation suite that includes email marketing would better fit their needs. For more information on the email marketing capabilities provided by the marketing suite vendors, please see the Marketing Automation category page.