What the Best Enterprise Email Marketing Solutions Have in Common

Is your enterprise email marketing solution living up to your expectations? Or is your business quickly growing and it’s time to invest in a platform that can handle more than just a few email sends each month. Whatever the case may be, it’s time to upgrade your email marketing technology. But looking into new email platforms can be a daunting task. There are tons of different solutions available and they all have something different to offer — how are you supposed to know which is the best for your business needs? Well, once you really dig into it, each platform really isn’t that different. In fact, most solutions offer many of the same elements. Of course there are some differences, but the biggest things you’ll want to look for are the common core capabilities. 

In this article, we’ll take a look at six things you’ll want to look for in an enterprise email marketing solution. These are the common elements you’ll see from one platform to the next that are essential for running successful email campaigns.

Then we’ll provide you with a list of eight enterprise email marketing platforms and how they can help get your search started. 

Interested in jumping ahead? Here’s a quick look at the platforms we’ll cover in this article: 

  1. Listrak
  2. Marketo
  3. Constant Contact
  4. Pardot
  5. Sendinblue
  6. Hubspot
  7. GetResponse
  8. ActiveCampaign

Six Things to Look For in an Enterprise Email Marketing Solution

There are many things you’ll likely want out of an email marketing platform, and each platform has its unique toolkit. But there are a few common elements you can expect to see from one platform to the next. 

These are important things to consider because they will help to build the foundation of your email strategy and save you time and money in the long run. 

Choosing a marketing platform and finding out that it doesn’t do the most elementary tasks will result in a wasted investment. To help you avoid that, we’ve compiled a list of six things that you’ll want to look for in an enterprise email marketing solution. 

Each of these things is an important element of your email strategy and should be a necessity on your list of needs. 

Email Automation

One of the very first things you’ll want to look for in an email marketing solution is the ability to automate your process. The point of investing in a platform is to help make your teams more efficient and improve upon the work you’re already doing — automation can do just that. 

Email automation is the idea of creating various series of automated emails triggered by your subscribers’ actions and behaviors. Once you’ve created these series, they can then run and automatically enroll new subscribers who fit the rules. 

Automation provides you with so many capabilities and can benefit your efforts in several different ways. From saving time and increasing revenue to improved customer retention and decreased the sales cycle, choosing to invest in automation capabilities is a must. Image courts of Constant Contact. 

One of the most obvious benefits of automation is the time savings you can expect to see, but the benefits don’t stop there. Here are a few other benefits email automation will provide you with: 

  • Improve lead nurturing and do it without manual intervention
  • Increase engagement by sending the most relevant content to subscribers
  • Stay top of mind and increase brand awareness
  • Reduce the potential for errors by planning ahead of time
  • Increase revenue and reduce costs 

Email automation can be used to engage subscribers across their entire purchasing journey. From enrolling new subscribers into welcome campaigns to introduce your brand to sending abandoned cart messages to capture lost sales — it can all be done with automation tools. 

Audience Segmentation

Having the ability to segment your audiences is so important in today’s email marketing world. That’s because your customers expect you to personalize their experience and provide them with the most relevant content to their needs. 

The best enterprise email marketing platforms provide businesses with the tools they need to improve and automate segmentation.  

Segmentation essentially creates groups of customers broken out into smaller segments based on actual customer data and insights. These groups can be formed based on a variety of different factors, but here are a few examples of how you can segment your subscriber list

  • Geographical segments
  • B2B and specialised segments
  • Content-specific segments
  • Behavior-specific segments 

There are so many different ways you can segment your subscriber base. It all comes down to what data you have to process and how you plan to interact with your audiences. Once you begin to see patterns and trends in customer data, you can identify the best segmentation strategies for your emails. Image courtesy of SearchCustomerExperience

The more you know about your customers, the better you can segment them and improve the performance of your email campaigns. 

Luckily, when you use an email marketing platform, much of the work is done for you. And this is something you’ll want to consider when shopping around for the best platform for your needs. 

To make the most out of your segmentation strategy, look for a solution that allows you to enroll new audiences into predetermined segments automatically continuously. From there, the platform should also be able to understand and identify any life cycle changes your audiences go through to keep your content relevant. 

Audience segmentation is something you will want to consider as you research email marketing solutions for your business. 

Email Creation Tools

Creating emails can be a fairly time-consuming process for your entire team. First, someone on your copy team has to write the email content, then someone from design needs to build the creative, and lastly, someone needs to code and send the message. vEmail marketing platforms can simplify this process to save you time and money across the board. With pre-designed templates that are ready to use and simple drag and drop editing tools, you’ll be able to accomplish more in less time. 

Having the ability to quickly and easily create emails with a simple drag and drop creation tool is something you’ll want from an email marketing solution. It will help save time while producing professionally designed messages every time. Image courtesy of Listrak

Since these capabilities are so simple and easy to use, they also eliminate the need to have email specialists. That means that anyone on your team can quickly build a brand-compliant email then schedule and send it. You’ll no longer have to rely on multiple team members to send out one email to your customers. 

Knowing that the ROI of email marketing is $42 for every $1 spent, just think about the savings and revenue you could be making by simplifying the email creation process. Choosing the right platform can easily eliminate barriers to execution when it comes to email creation and design, resulting in even higher ROI.

 

A/B Testing Capabilities

A/B testing can be a very powerful tool for your email marketing strategy. While it might not seem like it, sometimes just minor changes can make a big difference in how an email performs.

Across the board, A/B testing is a good practice, but it can impact your email marketing efforts. It can be as simple as testing the color of your CTA buttons or testing other elements to see what your audiences are engaging most with. Image courtesy of FinancesOnline

Sometimes the placement of a CTA button or the page’s layout may not resonate with your audience. Having the ability to identify this and adjust will help you make the most out of every message. There are tons of different things you can test with email A/B testing. One of the most common things people use A/B testing in email marketing is seeing what subject lines perform best. 

But your testing doesn’t have to be limited to just your subject line. These are just a few other elements you can test within your emails:

  • Call to action button verbiage and color
  • The layout of the message 
  • Personalization
  • Body text
  • Headlines 
  • Images 
  • Offers and discounts 

Choosing an email marketing solution that allows you to A/B test your emails will improve your efforts and continuously increase customer engagement. 

Reporting

Once you’ve launched an email campaign, you’ll want to receive some sort of reporting on it to understand how it’s performing. This is an essential need that your email marketing platform should be able to provide you with. 

Tracking and reporting the success of your campaigns will allow you to provide important report-outs and understand what’s working and what’s not. This will enable you to improve future campaigns and identify anything that might be worth retiring. Image courtesy of Whatagraph

Of course, every platform will have something a little different — but the important part is that you receive the service. Look for a platform that collects the data and then presents it to you in an easy-to-understand dashboard that you can reference at any time. You’ll want to be able to report on many aspects of your email campaigns. It’s essential to track everything from the number of emails sent to how many people opened them and then completed a purchase.

These are a few of the common email metrics you’ll see within a platform’s analytics and reporting capabilities: 

  • Clickthrough rate
  • Conversion rate
  • Bounce rate
  • List growth rate
  • Email sharing/forwarding rate
  • Overall ROI
  • Open rate
  • Unsubscribe rate

 

Tracking these metrics will help you identify what successful campaigns might not be worth running in the future. The more insights you have into how your campaigns are performing, the better. 

Excellent Service and Support

Last but not least, you’ll want to make sure to find an email marketing solution that provides you with excellent service and support. When you first start, you’ll rely heavily on the support teams to learn how to use the platform and transition all of your email needs over. This can be a very time-consuming and overwhelming process, especially for enterprise-level businesses. Considering you likely have hundreds and thousands of contacts, segments, and existing campaigns — you’ll need all the help you can get. Having a responsive team from everything willing to help guide you through the process will make a world of difference for you and ease the stress of the transition. 

 

But it’s also important to find a company that provides you with continued support. You’ll inevitably run into some problems as you work through your email marketing plans, and they should be there to help you solve any issues you’re having with the platform. 

 

Taking the time to ask questions and understand how the company handles its service and support will benefit you in the long run. A poor support team will result in a poor experience for you. 

8 Enterprise Email Marketing Solutions to Consider

Now that you know what to look for in an email marketing solution, it’s time to start the search for the perfect tool for your business. 

When you do a Google search, you’ll quickly find that there are tons of options available. At first, it can be overwhelming to wade through the pages and pages of solutions that pop up. 

But once you start to do your research, you’ll find it all comes down to what your business needs and goals are. Keeping these in mind during your search will help you navigate the world of email automation and find the best tool for you. 

Whether you’re looking for a tool to help simplify the email creation process, to implement A/B testing capabilities, or just to automate your email sending — there’s a perfect solution out there wiring for you.

To help you get started on your search, we’ve compiled a list of some of the best enterprise email marketing solutions available. This will give you a good starting place — and maybe even help you identify the best solution for you. 

  1. Listrak

Listrak is an integrated digital marketing platform that will provide everything you need to create high-performing, effective email marketing campaigns. This solution covers all of the essentials and goes above and beyond with tools like predictive analytics, dynamic content, and more. 

The Listrak platform has all of the email marketing tools you need to create effective marketing campaigns. From sending welcome emails to product recommendations and tracking campaign performance — this platform can do it all. Image courtesy of Listrak

Highlighted Email Marketing Capabilities: 

  • Responsive, drag and drop email editor that simplifies email creation and allows you to insert dynamically personalized AI-driven predictive content 
  • Automation tools to help you send relevant emails to customers throughout their entire purchasing journey with real-time insights
  • Predictive segmentation capabilities that use real-time customer data to identify actionable insights  
  • Automated testing will help to identify what versions are performing best with a smaller audience segment and then send the best performing message to the rest of your audience

Pricing: This platform has customized pricing based on the needs of your business. You’ll need to contact a Listrak representative to learn more about what that looks like for your business. 

Beyond Email: Listrak offers many other solutions and can help you manage a variety of your marketing channels, including SMS messaging, mobile push, and social. If you’re looking for a tool that will allow you to manage various channels and continue to grow with your business, this is a great option. 

  1. Marketo

If you’ve ever researched enterprise email marketing platforms, you’ve probably come across Marketo. This platform has everything you need to manage your subscriber list, create high-performing messages, and automate your efforts. 

Manage all of your email marketing needs from one central platform with Marketo. You’ll have everything you need to see how your campaigns are performing at a glance and can quickly identify new opportunities. Image courtesy of Marketo

Highlighted Email Marketing Capabilities: 

  • Personalize content for each subscriber to ensure you’re sending the most relevant content and create 1:1 interactions
  • Automate nurturing emails to keep audiences engaged throughout their entire purchasing journey
  • Track and measure campaign success to identify attribution rates across all customer touchpoints and truly understand how your emails are performing
  • Easily create responsive emails with the Marketo Engage visual editor 

Pricing: This platform has customized pricing based on the needs of your business. You’ll need to contact a Marketo representative to learn more about what that looks like for your business. 

Beyond Email: Marketo offers businesses a variety of services outside of managing and simplifying email marketing. You can also take advantage of marketing automation, lead management, and revenue attribution tools.

  1. Constant Contact

With the Constant Contact platform, you’ll get all of the basics and a little more. This tool will give you everything you need to create high-performing emails and drive revenue with online selling integrations. 

Automate your emails with intelligent workflows that know what your customers need next. Sending the right message at the right time can make all the difference and will result in higher performing campaigns.. Image courtesy of Constant Contact

Highlighted Email Marketing Capabilities: 

  • Easily create emails with their drag and drop editor that is designed to be used by every skill level — from beginners to experts
  • Automate email sending to keep customers engaged throughout their life cycle with campaigns like triggered email series, resend emails to non-openers, and more
  • Tap into their email for eCommerce tools to grow your online store and share relevant products with customers to increase conversions
  • List management and segmentation capabilities that will help keep your messages relevant and your list healthy

Pricing: There are three plan options available, including the Email plan starting at $20 per month, the Email Plus plan starting at $45 per month, and the Ecommerce Pro plan starting at $195 per month. 

Beyond Email: This platform does provide some services beyond email, but not as many as some of the others. Some of the additional services with this platform include a website builder, an online store, social media ads, and Google ads.

Pardot

Pardot is a B2B marketing automation tool that is a division of Salesforce. That means that if you’re already using Salesforce as part of your business structure, this email marketing tool is an excellent add-on to your current assets. 

Testing the elements in your emails will help you understand what works and what doesn’t. Whether trying out two different subject lines or CTA buttons’ colors, it can all impact how a message performs. The more you test, the better emails you can create for future campaigns. Image courtesy of Pardot

Highlighted Email Marketing Capabilities: 

  • An intuitive email building tool that makes it quick and easy to create professional and responsive emails
  • Automatically send the right message at the right time with automated engagements that can nurture leads, automatically respond to new subscribers, and more
  • Improve personalization through automatic segmentation tools that allow you to stay ahead of any changing customer needs
  • A/B test emails to ensure you’re sending the highest performing messages out to your audiences and learn how to improve future messages

Pricing: There are four plan options available, including the Growth plan costing $1,250 per month, the Plus plan costing $2,500 per month, the Advanced plan costing $4,000 per month, and the premium plan costing $15,000 per month. 

Beyond Email: Pardot does have additional services outside of just email marketing, including lead generation and management, sales alignment, and artificial intelligence. You also have the option to add marketing analytics and Salesforce Engage to your toolbox. 

Sendinblue

Sendinblue will provide you with the tools you need to make the most out of every email you send. This tool equips you with everything you need to continue growing your business from making the creation process simple to allowing you to A/B test your messages. 

Make the most of your email creation with a simple drag and drop editor. Simplify the build process and integrate your branding into each message to keep your brand top of mind. It’s so simple anyone on your team can go in and create a message — no matter if they know design and coding or not. Image courtesy of Sendinblue

 

Highlighted Email Marketing Capabilities: 

  • Easy design emails with their simple drag and drop building tool that integrates your branding into each email
  • Use dynamic technology to add text into your messages to personalize messages with subscriber’s names and more
  • Create segmented lists to group similar customers together and send the most relevant message to each group
  • A/B test emails to ensure you’re making the most out of each message you send and keeping subscribers engaged

Pricing: There are four plan options, including the Free plan, the Lite plan starting at $25 per month, the Premium plan starting at $65 per month, and the Enterprise plan that is customized based on business needs. 

Beyond Email: This platform does provide services beyond just email marketing. If you’re looking to use Sendinblue to expand your marketing, you can use it for SMS marketing, chat, landing pages, a CRM, and more. 

Hubspot

Hubspot is another one of those well-known platforms that many enterprise businesses use to manage their email marketing needs. This platform will give you everything you need to connect with your audiences and turn interactions into conversions.

With easy-to-understand dashboards, you can quickly and easily see how each of your campaigns is performing. This will allow you to pinpoint any potential issues and will enable you to make any necessary adjustments for future messages. Image courtesy of Hubspot

Highlighted Email Marketing Capabilities: 

  • A simple, easy to use email editing tool that allows you to choose from various templates designed to fit the needs of your message
  • Integrate personalization into your emails by using insights like subscriber’s lifecycle stage, list membership, or other data
  • Schedule and automate your campaigns to save time and ensure your message reaches them at the right time
  • Get the analytics and reporting data you need to make informed decisions and report out on how each campaign performed

Pricing: There are two plan options available, including the Free plan and the Marketing Hub starting at $800 per month. 

Beyond Email: Hubspot has many services that go beyond just email marketing. Other platform options include their Sales Hub, Service Hub, CMS Hub, and Operations Hub. 

GetResponse

GetResponse is a marketing automation platform that has everything you need to create high-performing email marketing campaigns. With this platform, you’ll have everything you need, from segmenting your subscriber base to knowing exactly when to send each message.

The more you know about your audiences the better. Having insights into who your customers are and what they’re interested in will allow you to create more personalized messages that will, in turn, will result in better performing campaigns. Image courtesy of GetResponse

Highlighted Email Marketing Capabilities: 

  • Create automated email series that are designed to follow up and nurture subscribers based on their real-time interactions
  • Get the timing right on your messages with their Perfect Timing and Time travel delivery tools
  • Use the drag and drop editor or select from pre-designed templates to make email creation quick and simple
  • Build customized segments that allow you to personalize campaigns at scale 

Pricing: There are four plan options for this platform including the Basic plan starting at $15 per month, the Plus plan starting at $49 per month, the Professional plan starting at $99 per month, and the Max plan that is customized based on business needs. 

Beyond Email: With GetResponse you’ll have access to much more than just email. This platform can also help you manage things like web push notifications, live chat, landing pages, webinars, and more. 

ActiveCampaign

ActiveCampaign is a customer experience automation tool that can help you elevate your email marketing efforts. With the help of this tool, you’ll be able to take your emails to the next level and have everything you need to continue growing your business in one place. 

Creating professional-looking emails doesn’t have to be hard! With the right tools in place, you can quickly and easily create high-performing emails every time. Simply identify the content and imagery elements you want to include and drop them in to create beautiful emails. Image courtesy of ActiveCampaign

 

Highlighted Email Marketing Capabilities: 

  • Send broadcast and triggered emails that are sent based on actual customer behaviors and interactions 
  • Create targeted emails and improve personalization in each message with the help of segmentation 
  • Automate emails to be sent to your audiences without manual intervention to welcome them to your list or move them towards making a purchase 
  • Easily create emails with their drag and drop editor tool to create messages within minutes

Pricing: There are plans based on business type, including B2C, B2B, and Ecommerce. PRicing between the plans is consistent with four options, the Lite plan starting at $9 per month, the Plus plan starting at $49 per month, the Professional plan starting at $129 per month, and the Enterprise plan starting at $229 per month. 

Beyond Email: ActiveCampaign provides customers with a few services beyond email. Their other services include marketing automation and CRM & sales automation. 

Find the Perfect Enterprise Email Marketing Solution for Your Business

Managing your enterprise email marketing strategy can be a challenge, but with the help of an automation platform, you can do more within less time. 

Finding a platform that provides you with everything you need, from simple email design tools to detailed reporting — and everything in between is a must have. This will allow you to do more with what you already have and tap into advanced technology that can help expand your current efforts. 

With this list of platforms and a good understanding of what to look for in an enterprise email solution, you’re ready to get out there and find the perfect option for your business. Just remember to always keep your business goals in mind and don’t settle on something that doesn’t live up to your standards.

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