Email marketing software
Email marketing software is a platform that provides the tools to create, manage, and send marketing email communications to a contact database, along with tracking and reporting capabilities to measure performance. At a minimum, email marketing software handles the core operational requirements: a contact database, a template builder for creating email designs, a sending engine that distributes emails to large lists, bounce and unsubscribe management, and reporting on opens, clicks, and delivery. More advanced platforms also include marketing automation, segmentation tools, A/B testing, CRM integration, and landing page builders.
The range of platforms available is enormous, from simple tools designed for small businesses with modest list sizes and basic campaign needs, to enterprise-grade platforms that handle millions of sends per day, complex multi-channel automation, and deep integrations with the wider marketing technology stack. Choosing the right platform depends on your contact volume, automation requirements, integration needs, technical resources, and budget.
For B2B marketing teams, email marketing software is typically the central operational tool of the marketing programme. It is where contact data is managed, campaigns are built and sent, and results are tracked. The right platform should integrate seamlessly with your CRM so that contact and engagement data flows in both directions, enabling the kind of personalised, data-driven campaigns that consistently outperform generic broadcasts.
Complete guide to choosing email marketing software
Learn what to look for in an email marketing platform, how to compare your options, and how to make a decision that fits your team’s needs and your programme’s ambitions.
What features should I look for in email marketing software?
Essential features include: a contact database with segmentation capabilities, a template builder (preferably with both drag-and-drop and HTML options), an automation workflow builder, A/B testing functionality, bounce and unsubscribe management, GDPR-compliant data handling, and reporting on key metrics. For growing B2B programmes, CRM integration, advanced segmentation using behavioural and firmographic data, and multi-channel capabilities become increasingly important. Scalability in terms of both contact volume and sending limits is also worth evaluating.
What is the difference between email marketing software and a CRM?
Email marketing software is primarily designed for creating, sending, and tracking email campaigns and automated communications. A CRM is primarily designed for managing and tracking relationships with prospects and customers across all interactions. In practice, many modern platforms blur this distinction: some CRMs include email marketing features, and some email marketing platforms include CRM-like contact management. Spotler offers combined CRM and email marketing capabilities, which avoids the data synchronisation challenges that arise when using separate tools.
How do I migrate from one email marketing platform to another?
Start by exporting your contact database, including all list membership, custom field data, and suppression lists (especially hard bounces and unsubscribes). Review and clean the data before importing it to the new platform. Rebuild your automation workflows and email templates in the new system before going live. Reconfigure your DNS authentication records (SPF, DKIM) for the new platform’s sending infrastructure. Plan for an IP warming period if the new platform uses a different sending IP. Test thoroughly before switching your live programme over, and run both platforms in parallel during the transition if possible.