The best email marketing software in 2024

Katie Morley

Dec 13, 2023

Katie Morley

Dec 13, 2023

Every year, email marketing grows bigger, and in 2024, it’s set to generate over $12 billion in revenue.

Companies investing in email marketing need to adapt to the trends and expectations of customers. The popularity of email means it’s oversaturated, and if you want to stand out, it’s no good sending generic, one-size-fits-all emails to your customers. 

Leading brands use email marketing software to engage customers with relevant, high-value content tailored to their needs and wants. NA-KD, one of Europe’s fastest-growing fashion retailers, scaled its marketing efforts and increased CLTV by 25% by incorporating email marketing into its omnichannel customer journeys

In this article, we’ll help you discover the importance of email marketing software, how it can help you and your business, and the best email marketing software options for 2024. Let’s get into it.

Table of Contents
  1. What is email marketing software?

  2. The benefits of email marketing software

  3. How do I choose the best email marketing software for my business?

  4. The best email marketing software for 2024

  5. Choosing the right email marketing software can transform your marketing efforts

  6. Email Marketing Software FAQ

What is email marketing software?

Email marketing software providers allow you to streamline your email marketing efforts, automating processes such as A/B tests, send times, and personalization so you can spend your time refining and perfecting your strategy. Most software providers offer both transactional and marketing email options to help marketers deliver relevant, contextual content through emails.

By reaching new and returning customers through email and integrating it into an omnichannel customer journey, marketers can establish stronger relationships, cultivate loyalty, and increase retention. 

The benefits of email marketing software

99% of consumers check their email every single day—in fact, 73% of millennials say it’s their preferred form of communication with businesses. However,  It’s up to you to put these stats to good use. Here’s why you should: 

1. It enhances the customer experience

If you find an email marketing software that leverages data-driven insights to personalize campaigns, you can reach your customers on a channel they check every single day, with content that’s personalized and relevant to them. 

Power your email marketing campaigns with insights including preferences, behaviors, and purchasing history to deliver relevant content and segment your subscribers. Demonstrate how well you know your subscribers, drive loyalty, and boost revenue with personalized, relevant content that hits the mark every time. 

Cross-channel personalization email SMS on-site

2. It saves valuable time and effort 

Your email marketing software should also be an automation tool. Nobody has time to hit send on every single campaign. Instead, build automated workflows triggered by specific customer actions—you can also incorporate this into an omnichannel marketing journey that covers channels beyond email, including Whatsapp, SMS, and push notifications. 

For example, if you build a cart abandonment workflow, any customer who abandons their cart on your eCommerce store will be automatically moved into a workflow that sends reminder emails to complete their purchase. All you need to do is build the workflow once, and every single cart abandoner will be automatically moved over in real time, without any manual effort.

Insider standard segmentation categories

3. It will improve your conversion rates

Making customers feel valued and understood is the key to boosting revenue. It costs 5X more to acquire new customers than retain old ones, so sending timely, relevant, contextual messages has a direct impact on your bottom line. Tailored emails aligning with recipients’ interests and behaviors will increase conversion rates and average order value.

Leading brands around the world are recognizing the value and impact of personalization. One of them is the world-leading beauty brand, Clarins. When Clarins began to power its campaigns with data to personalize its content across channels including email and SMS, it saw a huge 45% increase in lead capture, a 4% increase in conversions, and 30X ROI within just three months. 

Insider Clarins Architect automated journey email web push SMS

How do I choose the best email marketing software for my business?

On average, 333 billion emails are sent daily. If you want to cut through the noise and reach your customers, you need email marketing software that can support you with segmentation, deliverability, and boosting click-through rate and conversions in the quickest time to launch. 

Sound too good to be true? We promise it isn’t—Insider enables thousands of brands to do all of that and more, every single day. 

Here’s what else you should be on the lookout for in your email marketing software:

Is the interface user-friendly?

A user-friendly interface ensures your team can quickly adapt to the software, saving time and reducing the learning curve. An intuitive software should enable you to launch campaigns quickly so that you can focus your time on finetuning your strategies and content to help reach business goals.

Does it offer template designs and customization features?

Another huge timesaver is customizable templates. Your email marketing software should have plenty available, catering to different business goals and industries, and easily customizable to your brand. 

A good email marketing software should be able to take this even further with templates that incorporate dynamic content, such as gamification, surveys, and polls. Interactive, well-designed emails are more likely to engage the recipient, leaving a positive impression and increasing the likelihood of conversion.

Gamification template as a dynamic content in personalized email marketing

What are the list management and segmentation capabilities?

Successful email marketers know that bigger isn’t always better. Effective list management and segmentation enable you to tailor messages based on demographics, behaviors, and preferences, increasing engagement and driving conversions. 

With precise targeting, you can nurture customer relationships, optimize campaign performance, and adapt swiftly to changing market dynamics. Having strong segmentation and list management capabilities isn’t just about sending the most emails, it’s about ensuring you deliver content that resonates with each segment of your audience, maximizing the efficiency of your efforts, and ensuring campaign success.

What are the deliverability and spam-checking processes?

A high deliverability rate ensures that your emails reach the intended inboxes instead of spam folders, maximizing the impact of your campaigns. Tight spam-checking features not only safeguard your sender’s reputation but also guarantee that your emails avoid the dreaded spam folder, ensuring they receive the attention they deserve and enhancing overall campaign effectiveness.

Does it have comprehensive analytics and reporting features?

Analytics and reporting provide vital insights into campaign performance, user engagement, and conversion metrics. This data empowers marketers to refine strategies, optimize content, and precisely target audiences, ultimately ensuring maximum impact and return on investment.

How does it enable zero-party data collection?

With cookies sunsetting in 2024, features that enable zero-party data collection are pivotal in martech software. Your email marketing software should enable marketers to create engaging email content that captivates your customers within the inbox. Embed forms, countdowns, surveys, and eCommerce elements directly into your emails to collect zero-party data and power your customer journeys

Insider AMP email interactive product that enables zero-party collection

The best email marketing software for 2024

Your email marketing software needs to create, segment, automate, and analyze at scale. Here are 2024’s top contenders:

#1 Insider

Insider homepage

Insider offers the most extensive personalization and automation capabilities on the market. With AI-powered segmentation, predictive data analytics, behavioral triggering, and omnichannel journeys across 12+ channels and hundreds of APIs, your emails will never get lost in the inbox. Insider’s automation capabilities enable you to send timely and relevant messages at scale, improving engagement, conversion rates, and customer retention.

Insider has been ranked as a leader in categories like personalization softwaremobile marketing softwarecustomer data platform (CDP), marketing automation software, and more.

Insider G2 ratings personalization engine personalization software CDP mobile marketing software

Insider empowers marketers to:

  • Integrate email seamlessly with omnichannel journeys: Craft a cohesive story across every channel, with individually tailored content and recommendations, placing email at the heart of your omnichannel marketing strategy.
  • Drag, drop, or code campaigns yourself: Insider’s intuitive email drag-and-drop editor simplifies email campaign creation. Our user-friendly interface allows easy customization by dragging and dropping elements like text, images, and buttons into your email template—no coding needed. You can also preview your email in real-time to ensure a streamlined experience on all devices.
  • Use pre-built templates to speed up launch time: Leverage Insider’s library of pre-built templates to ensure every email is visually appealing and optimized for conversions. Speed up the campaign creation process while tailoring the templates to match your brand’s identity, so customers can recognize you anywhere.
  • Enrich experiences with AMP for Email: Transform static emails into dynamic, interactive experiences. Embed forms, countdowns, surveys, and eCommerce elements directly into your emails, collecting zero-party data while delivering a seamless user journey.
  • Leverage 120+ micro-segments: Customize email campaigns based on user engagement, attributes, events, and predictive behavior. Hyper-target by considering purchase and visit history, actions, and shopping patterns. Insider’s 120+ micro-segments enable highly personalized email campaigns for maximum impact.
  • Power your campaigns with AI: From automatically selecting your A/B test winners to using data-driven insights to determine the most optimal times to send your emails. Insider’s AI-powered capabilities enable you to take a hands-off approach without compromising the quality of your campaigns.

#2 Mailchimp

Mailchimp homepage

Mailchimp is a prominent email marketing platform, offering user-friendly features for designing, sending, and tracking email campaigns. It provides a comprehensive suite for managing subscriber lists, A/B testing, and optimizing engagement across diverse marketing channels, however, it is only for email marketing and does not offer wider channel capabilities.

#3 Klaviyo

Klaviyo homepage

Klaviyo is an email marketing platform specifically for e-commerce businesses. It offers various personalization, automation, and contact management features. It is limited to email and SMS experiences.

Learn more: 11 Best Klaviyo Competitors and Alternatives

#4 Omnisend

13. Omnisend

Omnisend is a cloud-based eCommerce automation platform for email marketing with pre-built templates and automation. Besides email, teams can use Omnisend to send web push notifications and build signup forms and popups.

#5 Brevo (Formerly Sendinblue)

Brevo (formerly Sendinblue) homepage

Brevo, formerly Sendinblue, is a marketing platform across email, SMS, and WhatsApp. ​​Its capabilities include list management, segmentation, and detailed analytics.

Choosing the right email marketing software can transform your marketing efforts

Finding the best email marketing software can make or break a business. A good platform serves as the backbone of your marketing efforts, streamlining campaigns, enhancing audience targeting, and providing invaluable insights through analytics. However, the best platform goes a step further—it should enable you to optimize efficiency, refine strategies, leverage AI power and machine learning, and ultimately amplify the impact of your marketing initiatives across multiple channels.  

Book a demo to discover how world-leading brands like NA-KD, Slazenger, MAC Cosmetics, and more, are using Insider to reach their email recipients with engaging, relevant content. 

Email Marketing Software FAQ

How do you optimize your email marketing strategy?

Optimizing your email marketing strategy involves segmenting your audience, crafting compelling content, and using data analytics to refine your approach over time. You can A/B test elements such as subject lines, CTAs, and send times to improve engagement and conversion rates.

How do you automate email processing?

You should invest in email marketing software with workflow automation features to automate email processing. Create predefined triggers and actions based on subscriber behavior or milestones to send targeted emails automatically, saving time, and ensuring timely communication.

What is email marketing software?

Email marketing software is a tool that helps businesses create, send, and track email campaigns to engage with their audience effectively. It provides features like email templates, list management, analytics, and automation to streamline your email marketing efforts.

How effective is email automation?

Email automation can significantly improve your email outreach effectiveness by sending personalized, timely emails to the right people at the right moment. It increases engagement, conversion rates, and customer retention while reducing manual labor and errors.

Why is email marketing important for businesses?

Email marketing is essential for businesses because it’s a cost-effective way to reach and nurture a targeted audience, drive sales, build brand loyalty, and gather valuable customer insights.

How does email automation work?

Email automation works by setting up triggers and rules within email marketing software. When a subscriber meets specific criteria, the software automatically sends relevant emails based on your predefined workflows.

What’s the difference between email marketing software and a transactional email service?

Email and SMS marketing software focuses on creating and managing marketing campaigns, while transactional email services primarily handle one-to-one communication, like order confirmations or password resets.

How do you get started with email marketing?

To start with email marketing, first, choose an email marketing software provider that suits your needs. Then, build a clean, segmented email list, create compelling content, design visually appealing emails, and set up automation workflows. Monitor your results and continually refine your strategy for better results over time.

Katie is an award-winning content marketer with over eight years of experience in content strategy, development, and copywriting. As Global Content Director at Insider, she currently oversees content strategy across 26 regions. Fun fact: Katie read 64 books last year (for which she owes a long commute and two week-long holidays where she spent approximately six hours a day with her nose in a book).