Email marketing is important. But it can also be — depending on how deep you dig — quite complicated.
That’s where email marketing tools come in handy.
There are literally hundreds of tools (free and paid) that will help you manage, optimize, and personalize your email marketing efforts. To make things simpler, we’ve compiled this list of what we think are the top 50 email marketing tools of 2021.
We’ve broken them into 6 categories…
- Email Marketing Lead Generation Tools
- Email Marketing Optimization Tools
- Email Marketing Management Tools
- Email Marketing Personalization Tools
- Advanced Email Marketing Tools
- Email Marketing Software Tools
Email Marketing Lead Generation Tools
These 10 email marketing tools are perfect for generating leads and growing your email list.
Need opt-in forms? OptinMonster is a great tool for building floating bars, scroll boxes, exit-intent popups, gamified wheels, lightbox popups, and pretty much any other type of lead-gen form. It has over 300 5-star reviews on WordPress, is used by more than a million websites, and offers a 14-day money-back guarantee. OptinMonster integrates with virtually all popular email service providers and website builders.
Quizzes are a great way to generate leads for your business. For example, Warby Parker, the ecommerce store selling glasses, uses a quiz to capture email addresses and sell products. In fact, we have a full quiz funnel guide over here. And TryInteract is the best quiz builder we’ve found — you can create personality quizzes, scored quizzes, and assessment quizzes. They even have pre-created quizzes you can use if creating your own feels like too much of a chore. And it’s 100% free to get started (note, though, that you’ll have to pay about $200/year if you want to use your quiz for lead-gen).
If you’re going to generate leads, you’ll probably need some sort of landing page — that is, a page that’s dedicated to getting visitor’s email addresses. SeedProd is an easy-to-use landing page builder for WordPress users. It’s used by more than a million people and has more than 3,000 5-star reviews on WordPress. Features include tons of landing page templates, a drag-and-drop editor, spam protection, responsive page designs, and lots more. And it starts at just $39.50 per year.
If you’re a WordPress user, then WPForms is another tool you can use to create tons of different forms for lead-gen. WPForms allows you to create contact forms, payment forms, survey forms, newsletter forms, registration forms, opt-in forms, and tons more. It has over 100 templates to get you started and it’s trusted by over 4 million users. Pricing starts at $39.50 per year.
AeroLeads is similar to Hunter in that it allows you to find business emails, but it’s a little more sophisticated (and expensive). AeroLeads has a Chrome plugin that allows you to “find verified business emails of your prospects and leads with their job title, company, website, location, [and] LinkedIn URL.”
If you’re doing a lot of cold email outreach, then you might consider signing up for AeroLeads. It starts at $49/month.
GetEmails is a relatively new tool on the marketplace that’s caught our attention. Using website cookies and referencing large email address databases, it allows users to capture the email addresses of people who visit their website without having those people opt-in. GetEmails’ “secret sauce” is that they “only pass you email addresses we have known activity for (opens or clicks), within the last 14 days in our network. We also scrub known unsubscribers and complainers.”
Obviously, if you use GetEmails, you’ll need to have some finesse in terms of your welcome sequence (and give them a chance to unsubscribe if they don’t want to be added to your list), but if you do it right, GetEmails can be a great way to generate high-quality leads.
If you have a newsletter, then you might consider building a referral program to reward subscribers for getting their friends on your email list. This is partly how both Morning Brew and The Hustle built million+ followings (learn more here). And SparkLoop is the leading tool for creating a referral program for your newsletter. It creates a unique referral link for all of your subscribers, you add milestone rewards to incentive sharing, and your email list grows. Easy peasy. The price of SparkLoop adjusts based on how many subscribers you have — a list of 10,000 costs $99/month.
KingSumo is a tool that’s dedicated to just one thing: helping you grow your email list through “viral giveaways”. How does it do that? Well, first you choose something to giveaway that will specifically appeal to your target market. Once you’ve decided, you can use KingSumo to host the giveaway and collect email addresses. But here’s where it gets really nifty — KingSumo prompts new entrants to share the giveaway on social media channels and rewards them with additional entries for doing so. Cool, right? It’s free to get started!
Email Marketing Optimization Tools
These 10 tools/resources are perfect for optimizing your email deliverability and performance.
At Email Mastery, we are always busy creating high-value content for email marketers. We have a 7-day email marketing course that you can join for free over here. We also consistently do detailed analysis on different brands with excellent email marketing practices (we call these “Teardowns”) — such as Slack, Headspace, Warby Parker, YETI, and lots more. Aside from our email Spotlights (which visually highlight the specific optimizations of individual emails), our Mastery Topics database (which explains key email marketing terms), and our free resources and articles, we also provide monthly email marketing campaign ideas with subject line, copy, and segmentation advice.
You can join our email list to stay up-to-date.
Omnisend has a free subject line tester that you can use to quickly and easily analyze the likely effectiveness of your subject line before you send it. After you enter your subject line idea and click “Test Now”, it’ll spit out a subject line score with improvement recommendations relating to length, wording, spam folder alerts, scannability, and subject line preview.
If you follow its advice, the tool doesn’t guarantee that your subject line is going to perform like you want it to… but it definitely increases the likelihood!
11. AB Testguide
Among email marketers, A/B testing has become an important practice — consistently A/B testing subject lines, email copy, segments, and CTAs usually results in more engagement and more sales.
But let’s not ignore how mathematical of a process split testing really is. You might split test your emails, but was your sample size large enough to garner significant results? If it was, what is the confidence percentage of that result? These questions are easy to ignore but important to answer… especially since there’s money on the line. AB Testguide is a free tool where you can enter information from your split test and determine the statistical significance of your test results.
What are your competitors doing with their email marketing efforts to attract leads and make sales? What are big brands that you admire and respect doing?
More specifically, what do their welcome sequences look like? Their monthly newsletters? Their abandoned cart emails? Their onboarding sequences?
MailCharts is an awesome tool (we’ve used it at Email Mastery to help with research for our Teardowns) that allows you to observe and analyze the email marketing campaigns and habits of more than 2,500 hand-picked brands — from up-and-coming startups to household brand names. This is a great tool for getting inspiration for your email marketing campaigns and/or for competitive analysis.
Deliverability is a key part of email marketing success — if your campaigns aren’t hitting, for whatever reason, your subscriber’s inboxes… then your message isn’t going to be seen. eDataSource is an email marketing tool that allows you to monitor the deliverability of your emails and correct problems with “near-surgical precision.”
14. Postmaster Tools
Postmaster Tools is a great tool for learning about the deliverability of your emails inside of Gmail inboxes. Users can access data and diagnostics relating to Gmail delivery errors, spam reports, feedback loops, and more. You can also use Postmaster Tools to analyze your email performance and “help Gmail route your messages to the right place.”
15. Good Email Copy
Copywriting is a key part of crafting effective emails — after all, words are what sell. And without the right words, you might not convince people to open or convert… even if you have a large list of people within your target market. Good Email Copy is a database dedicated to helping email marketing find examples of excellent email copy that provides ideas and inspiration for their own. They have copy examples from companies like Slack, Trello, Basecamp, and Pinterest.
If you’re looking for email marketing tools, that means you’re an email marketer — and as with all types of marketing, the environment is always shifting. To be as successful as possible, it’s important to stay updated on recent trends and ideas from the email marketing industry. #EmailWeekly is a newsletter that’ll help you do that. It’s free to sign up and you’ll receive “a weekly roundup of email design, code and strategy articles.”
Sendview is a great way to monitor any brand’s email strategy.
It works by letting you generate a random email address (called a tracking address) using which is then used to sign up for any company’s emails. All the emails sent to that address are analyzed for the time of send date, time, and frequency. This data is available as detailed dashboards for easy viewing.
The pricing starts at $49/mo and you can take a 10-day free trial before committing.
18. Taxi For Email
Obviously, you don’t want the emails you send to go to your subscriber’s spam folder — if they do, then your open rate and conversion rate is going to suffer. Taxi For Email is a free tool where you can check the Spam Assassin score for the HTML of an email. This score will reveal how likely your email is to be perceived as spam by household ISPs. It’ll also provide some suggestions for how to improve your Spam Assassin score.
Email Marketing Management & List Hygiene Tools
These 10 tools are perfect for managing and organizing your email marketing efforts.
Good email hygiene is critical for the long-term success of an email marketing strategy — that means cleaning your list of spamtraps, removing email addresses that consistently bounce, and working to re-engage dormant subscribers.
FreshAddress helps email marketers fix “bouncing emails, spamtraps, stale lists, and damaged sender reputations.” Already, they’ve processed more than 18 billion email addresses.
Webbula is another tool — much like FreshAddress — that email marketers can use to verify email addresses, clean email lists, and organize audience data. The four buckets of email marketing management that Webbula focuses on are email hygiene, email verification, data appends, and audience data. Household companies like Twitter, Clorox, Uber, and Pandora use Webbula to maintain clean and well-trusted email lists.
EmailOversight is another great tool for cleaning your email list. It combines “both real-time email verification and email hygiene.” This identifies “more hard bounces and email threats such as spamtraps, complainers, bots, litigators and more. By simply removing these harmful email addresses, it will increase email deliverability performance, help create conversions, increase website traffic, raise engagement rates, and improve sender reputation.”
EmailOversight’s primary feature buckets include email validation, phone validation, email activity, data enrichment, and postal validation.
Customers want to be able to interact with your brand on multiple platforms. And they want to do so seamlessly without having to jump through any hoops. At the same time, they want their information to be safe and secure. Emailage can help — it’s a “proven fraud prevention solution that uses email intelligence as a core risk identifier.” More specifically, it “assesses risks by evaluating email address metadata points such as domain details, email details, risk indicators and, when available, other personally identifiable information.” It then “delivers succinct decisioning data and an email risk score that helps stop fraud without negative impact to genuine customers.”
Since email marketers are people, it’s a little easy to get lost in customer journeys and experiences… trying to connect all the dots in your head. But Funnelytics is a tool that allows users to “visualize the performance of your customer’s journey.” You can “create winning strategies by aligning your marketing teams to better understand the pathways your customers take, the behaviors that motivate them, and the bottlenecks that prevent conversions.” In short, Funnelytics provide important insights that every email marketer would benefit from.
Litmus is a holistic email marketing tool that provides software and resources for users to optimize email performance and track results in a meaningful way. They have more than 700,000 users including household names like Samsung, Zendesk, and Angie’s List. Litmus is especially useful for large companies with large email lists as they allow for near-infinite scaling of data and information.
25. Email on Acid
By its own declaration, Email on Acid is “a tool built to help you deliver email perfection to every subscriber every time.” One of its most useful features is its pre-send content checklist that allows email marketers to systematically optimize campaigns before sending them. The tool also allows you to diagnose deliverability problems, edit emails, view analytics, and more.
Email Marketing Personalization Tools
These tools are great for creating personalized email experiences for your subscribers.
Liveclicker is a simple email marketing tool that allows you to personalize each recipient’s experience based on interests, demographics, or behaviors. For example, you can “adjust messaging and strategy mid-campaign” and automatically update messages based on offer and inventory availability.
Typeform is our favorite tool for creating online surveys. It’s user-friendly, mobile friendly, and attractive to survey takers. You can then take the information you gather from your subscribers and create segments based on their answers to certain questions. Then you can send relevant and timely content to each subscriber.
Namogoo is software that specializes in something they call “Digital Journey Continuity” — i.e. creating a consistent and personalized journey to each subscriber based on the subscriber’s behavior/interests/demographic, etc. Top brands like Dollar Shave Club and Samsonite use Namogoo. It’s worth checking out if you want to take email marketing personalization seriously.
Proof is a tool that focuses on personalization and conversion optimization. More specifically, they’ve created automatic bottom-left popups that add social proof to any landing page or website with declarations like, “20 people started a free trial in the last 24 hours” or “100 people are viewing this page!” This can create urgency, scarcity, and social proof, boosting conversions and making the experience feel more unique.
With a focus on personalization and the customer experience, Segment allows you to track user behavior, build real-time campaigns, analyze the customer journey, and stitch together customer journeys across multiple platforms. It’s powerful software for powerful brands — companies like Intuit and Sotheby’s currently use it.
Interaction Studio is a feature by Salesforce that allows you to get as close to 1-to-1 personalization as possible. Features include individual insights, AI-driven optimization, cross-channel engagement, and testing and analysis. In their own words, you can “Use powerful real-time segmentation and sophisticated AI to determine and deliver contextually relevant experiences that inspire customers to take action.”
32. Movable Ink
Movable Ink allows email marketers to create unique visual experiences based on the interests, demographics, and behaviors of their subscribers. Household brands like NBA, Delta, and Scholastic use Movable Ink to personalize subscriber experiences. Features include the ability to “easily add intelligent creative to cross-channel campaigns to ensure a personalized, consistent, and compelling experience for every consumer,” and “bring data and creative together from any source to create personalized visuals that are always relevant and up-to-date at the moment of engagement.”
33. Nifty Images
Similar to Movable Ink, Nifty Images allows email marketers to personalize email content in real time based on subscriber data. It works seamlessly with every ESP and is super easy to scale. Features include personalized images, countdown timers, charts, and advanced personalization. Nifty Images has over 1,300 customers in more than 70 countries including Adidas, Samsung, and Kia.
Sailthru is another email personalization solution that “helps you engage your customers with personalized experiences across Email, Mobile, and Web.” The software allows you to create robust customer profiles based on behavior and then serve content that is relevant to each subscriber. As a bonus, you can also personalize your SMS, in-store, social, direct mail, and loyalty program experiences using Sailthru.
Advanced Email Marketing Tools
These tools are great for advanced email marketers who want to make deeper optimizations.
35. Good Email Code
This one isn’t so much a “tool” as it is a resource for email marketers. Written by Mark Robbins, Good Email Code is a simple site dedicated to publishing, well, good email code — that includes templates, preheaders, containers, columns, text, link buttons, spacing, and more. This is a great library to reference if you want to learn how to code clean emails with friendly user experiences.
Glockapps is an inbox placement testing tool.
You have to send your campaign to an email list provided by them called the ‘seed list’. It then generates a report to show all of the IP addresses used to send your email and if any of the IP addresses used are blacklisted.
You can also see how different inbox service providers (Gmail, Yahoo, etc.) place your email in different inboxes or whether it’s sent to the spam folder.
Based on these reports you can fix problems and improve the deliverability of your emails. Other tools that it provides include Domain checker, DMARC analytics & Bounce tracker.
They have a free plan for up to 3 Email Spam Tests. The basic plan starts from $59/month.
Ever wonder if your emails are going to go to the Inbox, Spam, or Promotions tab for Gmail users? That’s what GMass’ deliverability tester helps with. Just send your email to the 20 addresses they provide, search for your emails, and see where they landed. It’s an easy way to determine where your emails land before you send them to your list.
DMARC is a recommended email authentication protocol that marketers should use if they want to protect their sending domain and improve deliverability. But setting up DMARC is a bit of a headache on your own. EasyDMARC makes it, well, easy. Just create an account, add the DMARC DNS record to your domain, and then keep up with the reports and insights that EasyDMARC sends you.
39. Return Path
Email deliverability matters a lot. After all, if your subscribers aren’t seeing the emails you send… then that’s a big problem. Return Path is software that helps “achieve world-class deliverability.” Features include in-depth deliverability data, actionable solutions, and access to real-world email experts.
Want to create beautiful emails without hiring a high-cost designer and HTML expert? That’s what Bee helps with. By its own admission, Bee is the “best drag and drop editor for designing mobile responsive emails and landing page.” Features include tons of templates, a drag-and-drop editor, and easy exporting.
Like Bee, Stripo is another tool that allows you to create beautiful and functional emails without hiring an expensive designer. Over 500,000 companies use Stripo to create emails, including Twitch, Uber, and Burger King. You’ll get access to over 700 responsive email templates, and drag-and-drop editor, email testing capabilities, and more.
It’s not a one-size-fits-all cold emailing solution, but it can certainly help with the ideation phase. If you’re trying to come up with ideas for your cold emailing campaign, click the link and go through the process.
Obviously, most ESPs will report on open rates so you know who and how many people opened your emails. But if you’re sending individual emails, then you’re in the dark. GetNotify is a tool that allows you to track when people open your individual emails — it’s great if you’re sending cold pitches.
MJML is a markup language that helps you create a responsive email without you needing to struggle with HTML code (which can be heavy and complex to handle). Its open-source engine takes care of translating what you write in MJML into responsive HTML. So basically, you write less code & save time. It takes care of making your email responsive on all email clients (even Outlook) and devices.
Email Marketing Software
Mailchimp is an email marketing software that is popular for its ease of use. Their drag-and-drop email editor makes it easy & quick for anyone to create & send emails. Mailchimp is highly recommended if you need integrations with other platforms such as WordPress, Paypal, or Shopify.
They offer a free plan, that allows you to send 10,000 emails a month to 2,000 subscribers and comes with only the basic features. This plan is great if you are just starting out building your personal brand or business.
ConvertKit is an email marketing software made for creators — bloggers, artists, musicians, podcasters, etc and focuses on helping creators grow their audience. Their key feature is that they offer different types of landing page templates which you can customize to match your branding. It’s free for up to 1,000 subscribers after which the cheapest plan starts at $29/mo.
Not recommended if you need advanced automation or integration capabilities.
Klaviyo is an email & SMS marketing platform primarily for eCommerce companies. It integrates well with Salesforce, Stripe, and Shopify — tools that are necessary to grow an eCommerce business. Segmentation, sending automation campaigns (welcome email, abandoned cart emails) & personalization are some of the strong capabilities of Klaviyo. It’s free to use for up to 250 contacts and 500 emails a month.
Hubspot is suited for businesses with complex needs. It links email marketing, automation, and the power of CRM to help you focus on the entire customer experience from lead generation to nurturing to sales. With Hubspot, you can do A/B testing, utilize the time zone send feature to optimize engagement, and create automation workflows for efficiency.
ActiveCampaign is a powerful email marketing tool since it provides advanced automation capabilities. You can run triggered campaigns, send sales follow-ups, do automatic segmentation, send dynamic email content, and do much more. It has an in-built CRM that helps you manage marketing & sales teams on one platform. It doesn’t have a free plan & the cheapest plan is $15/mo and comes with basic features.
MailerLite is a good choice if you are a solopreneur, small business or just want to run a newsletter without much complexity of automations. It has an intuitive, drag-and-drop email editor. You can do contact tagging and segmentation but it’s not recommended if you need advanced automation or reporting capabilities. Quite affordable at $10/mo for up to 1000 contacts and unlimited emails.
There’s plenty of tools to choose from in the list above — email marketing resources for generating leads, optimizing performance, managing data, and personalizing the subscriber experience.
You’ve got the toolbox.
Now you’ve just got to take the right tools out of the box and put them into action.
Because even though email marketing can be complicated, with the above tools, it doesn’t have to be overwhelmingly so.