We’ve said it before, and we’ll say it again: email marketing is not dead.
Most businesses, by definition, are in the business of making money. And in order to make money, you often need to market your business to new potential customers. Email marketing has proven itself to be not only a great way to reach customers old and new, but also a cost-effective marketing tactic, with an impressive average return of$40 for every $1 spent.
It was certainly one of the first, if not the first, type of marketing software we decided to adopt here at Capterra more than a decade ago.
With so many options, it’s difficult for a marketer to know where to start. That’s why we’ve produced our Top 20 Most Popular Email Marketing Software infographic to help familiarize all the growing businesses who are looking into email marketing for the first time.
(Disclaimer: While this research is a good way to familiarize yourself with the big players in the email marketing industry and get a high-level overview of the marketplace, it’s notall inclusive. These solutions are simply the most popular email marketing solutions, not necessarily the most functional or even the best fit for your needs. It’s important to review all of your options before creating your shortlist.)
The Top Email Marketing Software research is just one study in Capterra’s Top 20 infographic series. You can learn more about why we decided to perform this Top 20 research from our first blog post in this series.
As in all of our top 20 software studies, we determine the rankings based on our Software Popularity Index, which takes into account:
- Number of current customers
- Number of active users
- Social influence (Twitter followers, Facebook likes, LinkedIn followers)
- Number of reviews on Capterra
These numbers are weighted and ranked to establish the Top 20 list. Customers and Users each make up 40% of the final score, while the social and reviews component accounts for the remaining 20%.
For this infographic, “customers” refers to the number of unique companies with access to the software. “Users” refers to the number of people actively using the licenses to create and send email campaigns. Both of these metrics refer only to those active in the last year. For some of these email marketing software solutions, there is a limit of 1 user per license.
Our definition of “email marketing” in this infographic excludes many of the more advanced marketing software solutions, such as those included in our Top 20 Marketing Automation reports. While most marketing automation solutions include email marketing capabilities, it’s usually just one tool in a series of features and functionality, such as landing page creation, lead scoring, content management, and more. By comparison, these providers focus exclusively on email marketing. Similarly, we excluded any email service providers that aren’t primarily used for marketing purposes, such as Gmail, Outlook, or Yahoo Mail.
Update 5/30/18: You may notice that we have excluded a very well-known solution called MailChimp in this most recent update. While MailChimp topped our lists in previous versions, this solution has expanded their functionality, so we have transferred them from the email marketing report to marketing automation.
The numbers we used to calculate the Top 20 ranking are below. To obtain the customer and user estimates, our team contacted the email marketing software vendors directly to provide their data. Because many of the companies on this list are privately held, they do not all disclose this information publicly, but we challenged any submissions that seemed inaccurate or inflated compared to the overall market size. If a particular vendor could not disclose a specific number, we developed our own estimates based on our industry research. The highlighted figures in the table below represent these estimates, which we calculated using publicly available information and our own industry averages.
Each of these metrics on their own is imperfect, but combined, they provide an accurate picture of the email marketing landscape and some of its “big players.” We believe these are the best estimates available to the public at this time.
We update our infographics once a year. If you have questions about the research, or think we missed any email marketing vendors, please let us know!
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