I’ve searched high and low for an email marketing platform that can take my already successful marketing campaigns to the next level. So far, I haven’t found one. That is — until now. The best enterprise email marketing platform is a game changer for online marketers who are looking to expand their reach and grow their customer lists
Bigger email lists means better conversions. This is why you need to have a tool that can allow you to manage email subscriptions and send great campaigns to your audience. This is why I’ve built this list of the best Enterprise Email Marketing platforms.
What makes a good enterprise email marketing platform?
In the SaaS world, enterprise refers to a large business that could have hundreds of employees and thousands of leads to deal with on a monthly basis. Generally speaking, a company with more than 250 employees is considered to be a large enterprise and this is the kind of business enterprise software is designed for.
Unlike smaller businesses, you need a system that your entire sales and marketing team and use seamlessly. You also need a platform that empowers you to handle a large volume of leads and customers and increase the number of leads you’re capable of dealing with as your business grows.
Here are some key things to look out for in enterprise email marketing/CRM software:
- Leads/customers: Enterprise tools should allow you to handle high volumes of leads/customers.
- User profiles: Check the limit of user profiles you’re able to create.
- Automation: These are the features that will help you handle and convert more leads with the same-sized team and budget.
- Personalisation: These are the features that help you turn customer data into more effective marketing messages.
- Analytics: You want to know how your entire team is performing as a unit and as individuals.
- Testing: Built-in testing features should be part of any enterprise email marketing tool.
- Priority support: As an enterprise customer you should be first in line for support when you need it.
- Dedicated account rep: You should also have a dedicated account rep who is familiar with your business and account, as well as the platform itself.
- Integration: You want to make sure your enterprise email marketing/CRM software integrates seamlessly with your other tools.
- Templates: Quality is more important than volume and the ability to create, customise and save your own templates is important.
You need all of this in an intuitive platform that your entire team can get to grips with and use to improve sales and marketing results. These are standards we’ve set for the recommendations in this article and here are the five top platforms we think you should pay attention to.
What is an enterprise email marketing software?
An enterprise email marketing software is one which can handle a vast amount of data and huge email lists that large businesses deal with, and yet offer the flexibility and array of email marketing features that typical ESPs provide, and cater specifically to the needs of enterprises.
So when you are looking for an email marketing software for your enterprise, you should consider the level of automation, ease of use, data you can get to make decisions that can have a considerable impact, quality of customer communication support, and of course, your budget, etc.
Yes, it can be overwhelming.
So to help you get closer to making a decision, we have analyzed 4 email marketing software & provided the inside look and pricing for them.
Pardot allows you to align your sales & marketing into one platform. With its detailed analytics, dashboards, and automation, the marketing team can quickly provide relevant and actionable data to the sales team to talk to the right customer at the right time.
Let’s see how they do it.
Pardot’s Engagement Studio:
For lead nurturing (developing relationships with subscriber/lead at every stage of the sales funnel) Pardot offers a visual canvas-like feature called Engagement Studio. Here you can create your drip email marketing campaigns & automation with three elements – action, triggers, and rules.
You can have up to 10 scheduled and active repeating programs at a time.
You also get some building blocks to get started and create your own automation engines.
A beneficial feature is the ability to test your program before activating it. You can see how a prospect will be sent emails based on different actions and logic. You test all possible combinations and make any improvements before making it live.
Pardot’s Email builder:
Pardot’s email builder allows you to craft emails in three ways:
- Create your own template
- Import a template from 3rd party builder: Just replace the existing HTML code with your custom code to see your email.
- Edit an existing template
Note that all the three ways will require you to know HTML & bit of CSS to work around. There is no drag-and-drop functionality, yet.
Pardot is planning to launch a new email builder called ‘Lightning Email Builder’ to fill in the gaps of mobile responsiveness, modern templates & may be drag-and-drop functionality that is lacking in the current builder.
In case you want to see a version of the email in your inbox before you send it to your subscribers or customers, you can do send a test email or do a rendering test (available only for pro & ultimate edition customers)
Pardot’s Lead Scoring:
Pardot’s lead scoring system assigns a value to each prospect that defines their level of interest – higher the score, more interested the prospect, and vice-versa. Then based on scores, you can create different segments like highly engaged, moderately engaged, or not engaged. This will help your sales team to talk to the prospects in a way that’s aligned with their interest level.
You can also use lead scoring to send drip emails to nurture colder leads to a sales-ready state.
Pardot assigns default scores to certain activities e.g. points for form submission are 50, but you can tweak these numbers based on your strategy.
Pardot’s Pricing starts at $1250, and it’s a reasonable price for a powerful automation tool for an enterprise, but powerful analytics, decision making dashboards, A/B testing are only available at higher plans.
You can also get some add-ons like Salesforce Engage or AI-driven recommendations by paying an additional amount.
Mailchimp has been popular amongst beginners as well as enterprises. It’s been in business for 18+ years so it had time to build a polished, tested, revised product and that shows in it’s under interface, templates, reporting, etc.
Let’s look at features that will help an enterprise business:
Mailchimp’s Email Builder:
Mailchimp’s email builder is easy to use, has a clean interface and you don’t need to know HTML to create your emails
You will find 5 main categories of templates to choose from:
- Layouts (Featured & Basic): Choose an option and build on top of it
- Themes: Pre-defined templates you can customize
- Saved Templates: Templates you created or exported from 3rd party platforms
- Campaigns: Email campaigns you sent in the past
- Code Your Own: Option to create your template using HTML, from scratch.
All layouts are mobile-friendly.
All the categories of templates can be edited with drag & drop functionality, except when you code your own. Mailchimp offers only 13 functional units for you to manipulate with text, images, social media, videos, and buttons.
Each campaign report in Mailchimp will give you an overview of results on different metrics (open rate, unsubscribe, bounces, etc).
In addition to this, you can also view more details under different tabs – activity, links, social performance, eCommerce purchases, conversations, and analytics.
There is also a built-in sharing tool that allows you to share your campaign report with colleagues of clients.
In an enterprise space, as your requirements are diverse, you might need to use tools outside of your email marketing platform.
So for the functions that MailChimp doesn’t provide on its own platform, it helps you to integrate with third-party tools, easily.
For example, you can integrate PayPal with Mailchimp and import contacts of everyone who buys using your PayPal into your email marketing ecosystem. Or you can create sophisticated forms and quizzes for lead generation, sales, and client onboarding on Typeform & integrate with your Mailchimp account.
For some of the websites, Mailchimp is a default option for email marketing integration (e.g. Shopify, Squarespace).
Mailchimp’s pricing is based on a combination of the number of contacts and the level of features you want to access. So if you have high customers or need advanced features, you will have to go for higher-priced plans.
And, do note that you will be charged for Subscribed, unsubscribed, and non-subscribed contacts because Mailchimp believes that they are still in your ecosystem & you can reach them via social media retargeting, etc.
Mailchimp’s Venture Into eCommerce
One important update for all those looking at Mailchimp as an option is that Mailchimp has also recently launched its own online stores for SMEs, and a new service for booking appointments. The appointment booking service went live on 28th April 2021, and the new eCommerce features are scheduled to become available for the US and UK Mailchimp customers by May 18th 2021.
New ‘Websites and e-commerce’ plans were introduced (and free-plan users will have to pay 2 percent transaction fee). Transaction fees is reduced for users of different pricing grades, for example, those who go for a Plus plan at $29, only 0.5 percent transaction fee will be applicable.
Besides, for $10 extra, Mailchimp’s branding will be removed and you will get email and chat support, and you will only have to pay 1.5 percent transaction fees.
All their plans will also include SEO tools and Google Analytics integration. Plus, you can build websites with unlimited pages and without bandwidth restrictions.
And when it comes to the online stores by Mailchimp, you can build your product catalogues, manage your orders, and taxes and shipping configurations.
But if you don’t need all of these additional features and services, you should still proceed with comparing Mailchimp with other email service providers.
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.
WPBeginner users can use our Constant Contact coupon code to get an additional 20% off.
Email marketing keeps your brand top-of-mind with your audience and is one of the most cost-effective ways to do that. And it’s a necessary part of every successful digital marketing campaign. That’s why you need the best enterprise email marketing platform by your side!