Find the right email marketing platform to grow your business, automate sales, and convent more leads - without technical skills.

Discover how to choose the right email marketing tool for your needs. Whether you are just starting or looking to increase sales, this guide will help you get results faster.

What is email marketing software?

Email marketing software is a digital platform for teams to manage, automate, and track email campaigns. It assists with different tasks such as creating email lists, designing templates, managing campaigns, and analyzing performance.

Email marketing trends

Email marketing software is becoming a strategic priority for sales and marketing teams. According to Capterra’s 2025 Sales and Marketing Software Trends Survey, over half of professionals expect email and SMS campaign costs to rise this year. This growing investment reflects how essential these tools have become—not just for outreach, but for sustaining core operations. 

According to sales and marketing professionals we surveyed, here are the top trends shaping email marketing software decisions this year:

• Email marketing spend is rising: 55% of professionals say costs related to email/SMS mailshots to clients will increase this year compared to last year.

• Email marketing software purchases and upgrades are frequent: 41% of sales and marketing professionals say email marketing software was purchased more than 12 months ago in their organization. 34% say it was purchased in the past 12 months.

• Email marketing software is needed for crucial company’s operations:

As email marketing becomes more central to business operations, buyers should evaluate tools not just on features, but on long-term adaptability and cost efficiency. Ask vendors how their software supports evolving campaign strategies and integrates with CRM or analytics platforms.

This guide provides a five-step process for defining email marketing goals, evaluating tools effectively, and avoiding costly missteps so SMBs can successfully select and adopt email marketing software. Our research highlights the challenges and strategies involved in adopting email marketing software, drawing on real-world use cases and user experiences.

1. Define outcomes: What are your main goals when choosing email marketing software?

Key question: What problem are we trying to solve?

Start with outcomes, not features

Before comparing products or features, define what success looks like for your team.

Set goals that drive results: When choosing email marketing software, align your goals with business outcomes. Here are some examples:

• Launch faster: Cut campaign delays by 20%

• Work smarter: Spot automation gaps in your email workflows

• Track better: Gain visibility into team handoffs and performanc

Expert tip: Map your current campaign workflows before evaluating tools. You’ll uncover inefficiencies, missed automation, and unclear handoffs—especially in teams with ad hoc processes.

2. Explore solutions: How do you find the ideal email marketing software for your team?

With your team goals in place, it’s time to find tools that help you achieve them. Email marketing platforms vary in automation depth, personalization options, and integration flexibility, making the choice feel a bit overwhelming.

3.How is email marketing software typically priced?

Most email marketing tools follow a subscription model, billed monthly or annually. Pricing often depends on the number of contacts, email volume, and access to automation or analytics features.

By understanding how pricing scales with your contact list and campaign frequency, you can avoid surprise costs and choose a plan that supports long-term growth.

Common pricing models:

• Contact-based subscription: Pay based on the number of contacts in your database. Plans typically scale as your list grows.

• Tiered subscriptions: Choose from levels like Basic, Pro, or Enterprise, each offering a bundle of features such as automation, A/B testing, or advanced analytics.

• Flat-rate subscription: Pay one fee for unlimited emails or users, regardless of list size or campaign volume.

• Usage-based: Pricing adjusts based on activity, such as the number of emails sent, API calls, or automation workflows triggered.

Typical price ranges

• Entry-level: Starts at $7/month. Includes basic features like limited storage, a small number of landing pages, and restricted user access—suitable for small businesses just starting out.

• Mid-tier: Ranges from $8 to $949/month. It adds tools like two-factor authentication, automated drip campaigns, and full A/B testing, which is ideal for growing teams

• High-end: Starts at $1,499/month. It offers unlimited storage, a dedicated account manager, and priority support, which is built for large businesses with complex needs.

4.What hidden costs should you watch for in email marketing software?

Lather warns buyers about potential hidden costs that might not be immediately apparent from the label price. These include:

• Fees for onboarding and training

• Charges for data transfers when switching systems

• Caps on email sends or subscriber numbers

Expert tip: Most email marketing tools charge a monthly or annual subscription, with pricing tied to contact volume, email frequency, and access to automation features—so review limits carefully before scaling campaigns.

What should be included in an email marketing software RFP?

When developing your request for proposal (RFP), ensure you set expectations, align stakeholders, and lay the foundation. 

But first, what is an RFP? An RFP is a structured document organizations use to invite vendors to submit bids for a project or service. It outlines key details like requirements, goals, budget, timeline, and evaluation criteria to guide vendor responses.

In the case of email marketing software, instead of listing features, think about how your team runs campaigns. This helps vendors show how their tool fits your real-world process.

Core components of an email marketing software RFP

Include these elements to ensure software providers can tailor their responses to your needs:

• Goals and use cases

Does the tool help you enable the goals you defined in Step 1, such as cutting campaign delays and spotting automation gaps?

• Must-have and nice-to-have features

Include both functional and non-functional requirements. For example, it could offer A/B testing, but it must support template management.

• Integration needs

List the tools you need to connect with. For instance: CRM, eCommerce platform, and analytics tools.

• Scalability expectations

Ensure the system can handle more contacts, campaigns, and automation as your business grows.

• Security and compliance needs

Specify what level of compliance you need, such as encryption, role-based access, and GDPR.

• Request for two demos:

• user-focused demo that walks through your actual email workflows

• technical deep dive for IT or admin teams to evaluate aspects like data security, integration setup, and user permissions

• Who should be involved in selecting email marketing software?

  Email marketing tools impact more than just marketing teams: they touch sales, compliance, IT, and customer success. Early input ensures the tool fits across teams.

  Who to involve—and why:

  • Marketing lead: Owns campaigns and strategy

  • Sales or CRM owner: Ensures lead data syncs

  • IT lead: Handles integration and security

  • Compliance officer: Oversees consent and privacy

  • Finance stakeholder: Tracks budget and ROI

  Expert tip: Getting internal agreement on goals and must-haves helps speed up your search and strengthens your negotiation position.

5.Plan for success: What are the best practices for a successful email marketing software implementation?

Implement smart

Adopting email marketing software is about making sure it fits how your team actually works, not just about choosing the right tool. Ensure the implementation aligns with your workflows and outcome expectations.

Email marketing software implementation roadmap: From project kickoff to go-live ​

Here’s an example of a step-by-step implementation plan for email marketing software:

Build your email marketing implementation team

Include all stakeholders such as IT, operations, team leads, and marketing specialists. 

Set up the software

Configure email templates, design and brand elements, user roles, contact lists, and email campaign automations.

Migrate key data

Import contacts and audience segmentation. Set up email templates and automated workflows.

Run a test campaign

Launch an email campaign in test mode to get used to the system functionalities. 

5. Document software use guidelines

Create a user handbook and share instructions on how to use the tool properly.

Offer role-specific training

Train team members for their specific role, like designers, content marketers, and email marketing specialists.

Go live and track performance

Get IT support on standby for issues in the early stage of the implementation. 

Set a maintenance schedule

Plan period reviews for usage reports and onboarding new team members.

Plan for success: What are the best practices for a successful email marketing software implementation?

Implement smart

Adopting email marketing software is about making sure it fits how your team actually works, not just about choosing the right tool. Ensure the implementation aligns with your workflows and outcome expectations.

Email marketing software implementation roadmap: From project kickoff to go-live ​

Here’s an example of a step-by-step implementation plan for email marketing software:

1. Build your email marketing implementation team

Include all stakeholders such as IT, operations, team leads, and marketing specialists. 

2. Set up the software

Configure email templates, design and brand elements, user roles, contact lists, and email campaign automations.

3. Migrate key data

Import contacts and audience segmentation. Set up email templates and automated workflows.

4. Run a test campaign

Launch an email campaign in test mode to get used to the system functionalities. 

5. Document software use guidelines

Create a user handbook and share instructions on how to use the tool properly.

6. Offer role-specific training

Train team members for their specific role, like designers, content marketers, and email marketing specialists.

7. Go live and track performance

Get IT support on standby for issues in the early stage of the implementation. 

8. Set a maintenance schedule

Plan period reviews for usage reports and onboarding new team members.