The Business Inside: Understanding the Usage of Email Marketing Tools

In case you think that Email Marketing is an old school thing than you probably need to think again. More than 3 billion people are using email worldwide, which means, it’s at an all-time high demand right now. It’s been around for a very long-time and many businesses all around the globe use this practice to this date. And now due to COVID-19 infection, it has given enterprises the opportunities to utilize this practice more than ever. Even you at some point in your life have received marketing emails from businesses. In case you don’t know, it works in the B2B space also.

Email marketing is a SaaS (cloud) based platform that allows you to create, send, and analyze emails for lead generation and audience engagement. More importantly, there are tons of free email marketing tools available, but remember, not all free tools will offer the same features.


Today, in this article, we’ll look into some of the effective email marketing tools that you can use to promote your business, products, or services to your target audience.

email marketing tools

If you are new into the digital marketing world, or you are using email marketing for the first time for your business, you will be concerned about which features to look for, how many emails can you send, and whether you will get positive results or not.

All your answers lie in one solution i.e., the kind of tool you choose for yourself. If you look on the internet, you’ll find hundreds of free and paid email marketing tools. And you would probably like to go for the tool that’s easy-to-use and doesn’t need any advanced technical skill to operate. Plus, that can assure data security would be an ideal choice.

With email marketing tools we have plenty of options in the form of reporting, platform, creating a list, how your campaign went, and selecting what of email you want to send, etc.. Following are some of the tools that you can use:

Why you should use Email Marketing Tools?

Let’s take a look to understand why you must use these tools:

  • These tools allow to you send bulk emails to your target audience. For example, in the case of Marketo, you can send emails to segment audiences, which is a good thing for you as a digital marketing strategist.
  • You can create multiple campaigns, segment-wise contact list, and can send specifically designed content to a particular audience. You can segment your contacts based on geolocation.
  • An email marketing tool allows you to segment your users, create workflows, and send transactional emails. If someone purchases from your website or store, then you should be able to send the transaction details through email. It’s a convenient way to keep-in-touch with your customers. 
  • The tools consist of multiple email templates to choose from, offer list management, and email tracking mechanism with detailed insights. “Which emails bounced back, how many recipients clicked on the email,  what percentage of people opened your email, what links they clicked on,” these are some detailed insights that you need from the platform that you are using.
  • You can create automated campaigns and set up email delivery based on the user time zone. The tools that allow you to perform multi-variate testing is a plus point.
  • You can analyze your email campaign performance and optimize them from time-to-time. Some tools allow you to trigger automatic responses based on action taken by the user.


***I’m going to use Mail Chimp as an example to explain how an email marketing tool works.***

It is a tool mainly used by small and medium-sized businesses as it offers a free plan to send 12000 emails per month for up to 2,000 subscribers. In addition, you get features such as A/B testing, list segmentation, etc.. However, you should know that you don’t get access to premium support in a free version. Also, your emails will have MailChimp branding on their footer. It’s paid plan starts from $10 per month, in which you can send unlimited emails to a maximum of 500 subscribers.


MailChimp can easily integrate with your e-commerce software like Magento, WooCommerce, WordPress, etc. if you are using any. To understand it better, let’s take a look at some of the features that MailChimp offers:

  • Multiple email templates to choose from,
  • User segmentation and grouping,
  • Run multiple email campaigns,
  • Offers social sharing,
  • Mobile Signup Forms,
  • A/B Testing,
  • Delivery by time-zone feature,
  • Automated email delivery,
  • Multiple reporting and campaign archives,
  • Spam filter diagnostics,
  • MailChimp Editor, Snap, VIPs, Mobile, Coupon Scanner, etc..

With email marketing, you want something that’s able to cater to the email to your intended audience. For example, if you are selling men’s shoes, then you want that email to send to the male audience only. In MailChimp, you can divide your audience into groups and choose templates accordingly.

You can use Google URL Builder to add campaign parameters and can track the email campaigns in Google Analytics. All you need to do is enter the website URL and campaign information, and the URL will get automatically generated for you. After that, you can track the campaign activities in Google Analytics.

So, this was all about the email marketing tools from my side. I tried to share some basic understanding about why you need these tools and what features you can expect to use if you get one. I hope you find this article to your liking. Give a like if you liked my post and leave a comment describing your viewpoints. I always welcome new ideas.

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