For the B2B marketer, email can be a powerful tool. If you are considering your options, and wondering which is the best email marketing platform for B2B marketers, we have put together a list of some of the platforms that would be worth looking into. Let’s begin with a checklist of what makes a great B2B email marketing platform. You should make sure that you are focusing on these components when picking the best software for your business.
List of B2B Email Marketing Platforms with comparison. Here is a list of features that you need to compare before choosing the email marketing software for your ecommerce.
Best overall email marketing software
With over 130,000 customers, ActiveCampaign was the most commonly mentioned tool that survey respondents were planning to choose for email marketing software in 2022.
ActiveCampaign have earned their reputation as a leading email marketing automation tool by focusing on building a world-class product.
ActiveCampaign’s automation builder makes building automations easy, similar to using a flowchart
It’s by far the most advanced email marketing platform in our list, with machine learning and predictive tools enabling marketers to work smarter and deliver higher ROI.
Often credited for pioneering visual marketing automation, ActiveCampaign is impressively intuitive and easy-to-use compared to some of the tools on our list.
ActiveCampaign’s intuitive drag-and-drop email marketing designer
And while the tip of the iceberg that you see with ActiveCampaign is category-leading, so is what’s below the surface. Their deliverability rates are exceptional (>99%), they integrate with 870+ third-party tools, and go far above and beyond with their security and compliance measures.
ActiveCampaign offers 870+ integrations including native integrations with Salesforce, Shopify, Google Sheets, Slack & more.
As an all-in-one sales and marketing tool, ActiveCampaign comes with an in-built CRM system to manage yours sales, live chat, and of course email marketing automation in one place.
A built-in sales CRM makes it easier to manage deals, but also connects to ActiveCampaign’s powerful automation engine
You’d be forgiven for thinking all of this might come at a hefty cost. Yet, starting at $9/mo, ActiveCampaign is reasonably priced and more affordable than many of the tools in this list.
ActiveCampaign recently published their Customer Success Commitment, which outlines 22 guarantees from their support team including free implementation and migration.
ActiveCampaign’s notable features:
- 125+ Email templates
- 500+ Automation recipes
- 870+ Integrations
- Send SMS, site messages & email
- Landing pages
- Split actions and A/B Testing
- Goal tracking, attribution & sales analytics
- Predictive content, sending & deal win probability
ActiveCampaign offers a free 14-day trial with no credit card required.
A good option for B2B service businesses
HubSpot is world-class in offering businesses an all-in-one sales and marketing platform that includes a CRM, landing pages, email marketing, marketing automation, chat, forms, and everything in between.
While some argue that trying to do everything is HubSpot’s downfall, it does enable them to do one thing exceptionally well; Reporting.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”– John Wanamaker
By using HubSpot as the backbone of your marketing and sales, you can more easily attribute revenue back to the marketing campaign, newsletter, or blog post that influenced each sale. In this sense, HubSpot is more of a CRM that offers email marketing and automation, rather than vice versa.
And if your website is built on WordPress, then you get an extra advantage to using HubSpot as your email marketing tool. HubSpot has a WordPress plugin that gives you the ability to send email campaigns directly from WordPress. The plugin also lets you use a HubSpot form or chat widget to automatically capture contacts in your CRM, all without leaving WordPress.
Hubspot can come at a cost
While much-loved, HubSpot is the second most likely response (behind Mailchimp) to “Which email marketing software are you leaving?” in our survey of 1,700+ email marketers. The reason is almost always the same; Price.
HubSpot position themselves as an affordable option for small businesses by offering free versions of their products – but don’t be fooled by the HubSpot gateway-drug. Their platform becomes exponentially expensive as your list or feature requirements grow.
One business owner I spoke with started on a $50/month plan, and within a year needed a $2,000/month plan that had to be paid annually. The only difference was an extra 15,000 contacts and adding marketing automation, yet they jumped from seeing $50 leave the bank to $24,000.
This is where I feel conflicted about HubSpot.
On the one hand, you could get the same functionality for one-tenth of the price using ActiveCampaign, Benchmark, or half of the tools in this guide. On the other hand, if the value of knowing what influenced each sale is a problem worth paying a five-figure sum to solve, then HubSpot is a strong contender.
This is why we suggest that HubSpot is an ideal choice for B2B service companies, where the value of winning a handful of extra clients a year would easily cover the cost of HubSpot. This extends to larger, or more sophisticated, agencies that must provide clients with in-depth reports on their marketing funnel.
If you just need email marketing software, HubSpot is possibly overkill. But if your search for email marketing software is part of a wider plan to raise to your marketing game and improve performance across your entire sales and marketing funnel, HubSpot is a strong contender – but don’t expect it to come cheap.
A good option for transactional email
We use Sendinblue to send transactional emails for two of our ventures (Leadformly and Serene), as they’re one of the few email marketing providers with servers in the European Union (which helps with our GDPR compliance) and they have good deliverability rates (we’re currently at 98%).
While I can’t comment on their marketing automation features from first-hand experience, it’s evident from our customer surveys that it’s good, but lacks some of the more advanced features (such as goal tracking, native integrations, and annotations).
If you need an email marketing tool with a solid API to get your emails into inboxes with a good deliverability rate, Sendinblue’s pre-built developer recipes make it an excellent choice.
What are Sendinblue’s key features?
If you have a small(ish) team, Emma should be one of your first contenders for email marketing software, with top-rate customer support people who actively engage with making your business successful. The software is easy to use and super intuitive, even for companies as small as 1-2 people who haven’t used email marketing software before.
However, if you expect to grow fast you may outgrow the software within a few years. Its expanded automation features can be clunky to use and don’t offer the full functionality of the bigger automation suites like those from Salesforce and Hubspot.
Despite looking a bit outdated, Aweber sits in a sweet spot of being cost-effective and easy to use. It has all the important features you’d want, without being too feature-heavy. For those starting out, it has great reporting to help you learn what does and doesn’t work, and it walks you through how to set up your signup forms and newsletters.
AWeber lets you use a free trial version of your mailing list that has 500 or fewer names. If you’re a bit more advanced in your email marketing, Aweber has some good features, such as split testing. Split testing enables you to send different variations of a campaign to different segments of your list, allowing you to compare and improve your open and engagement rates.
Act-On is ideal for freelancers as well as small to larger-sized businesses. It’s a full-featured solution with easy-to-create email templates. Though it can be difficult to navigate and sort through contact lists, Act-On offers a feature-rich platform that includes bulk social media posting, sales reports, real-time sales alerts, a mobile app feature, and Social CRM. Users especially appreciate Act-On’s top-tier customer support, especially since there can be a bit of a learning curve with this software.
MailChimp is one of the original and best-known platforms, along with Constant Contact, for small business marketers. It still has the most generous free trial offer of all its competitors, which unlike most of the others is defined by the size of your mailing list (2,000 for MailChimp, vs AWeber’s 500) rather than by a calendar trial period of 14 to 60 days.
MailChimp has also recently added many features such as improved graphics and the ability to build landing pages. On the downside, unlike most, MailChimp requires double opt-in if you’re importing a customer list you’ve built up elsewhere. (Don’t even think of buying lists!) This means asking advance permission from previous contacts to send them marketing emails — and inevitably many will ignore or won’t opt-in again.
Constant Contact is one of the largest and fastest growing email marketing service in the world. It is also the most easy to use and beginner friendly email marketing service.
You can easily manage your email lists, contacts, email templates, marketing calendar, and more.
Each account gives you access to unlimited emails, easy tracking and reporting, built-in social media sharing tools, free image library, list segmentation, Facebook ads integration, and a powerful eCommerce integration for Shopify stores.
Their Email Plus accounts also come with powerful features like email automation, drip campaigns, surveys & polls, coupons, online donations, and subject line A/B testing which helps you send targeted emails to maximize your open rate.
Constant Contact offers unmatched customer support with live chat, phone calls, email, community support, and a vast library of helpful resources.
Aside from online training, they also offer in-person live seminars across the United States. This allow small business owners to quickly learn the basics of email marketing and start using it to grow their business like a pro.
For all the reasons above, we rate Constant Contact the best email marketing service for small businesses and startups.
Constant Contact has a 60-day free trial (no credit-card required). After that their pricing starts as low as $ 9.99 /month.
Many of us who have been in the online marketing space for at least a couple of years have probably heard about email marketing. Email is one of the most effective ways to reach your target audience, and when done properly, you can even write emails to persuade people to make a purchase…..