With hundreds of email services providers on the market, it can become very daunting to find applications or software that can address your email marketing needs.
We will dig a little deeper into the process to understand more what goes on within the backend. It's also good to go in with the understanding that there isn't a "best one" as business needs, budgets and resources play a very big role to what works for one that doesn't for the other.
There are 3 levels of applications tiers:
- Enterprise Applications
- Mid Size
- Small Business to Individuals
The pricing between the 3 levels can start at "free" into the millions of dollar contracts. Pricing structure varies with each vendor as well, some have a the per-x-amount of contacts or per-x-amount of emails sends. Enterprise level can vary with each company and needs but many have a platform cost (base) then it can be a combination of contacts, records, email sends and/or features.
How do the differ and why are there so many?
Email today, is still the #1 effective way of communication, for years people have been anticipating it to die down, but it is quite the opposite. Emails now, have become highly intelligent and interactive where where the contact points and capabilities have almost become unlimited. Therefore more businesses have sprouted to address and specialize in some of the complexities.
Many of the top tech companies employ some of the top tier platforms that address the huge data demand and customizations each business requires. Corporations employ hundreds of engineers, developers, database admins, etc that work on their digital realm daily
The platforms have a big overhead that usually needs to be managed by a team of experts and usually it is usually broken apart between several departments such as engineering (responsible for the integrations with systems and infrastructure), database ops (capture, managing and moving the data), development (building the applications and components), email specialists (work with the templates, creating templates and manage the email deployments) and marketing (strategy, camaigns and with some companies the email specialists live within marketing). You also have designers that work on email templates and front application designs.
Also these platforms integrate with a lot of the large enterprise platforms that offer any type of implementation that corporations need from data warehousing, analytics, performance application and many more.
- Salesforce Marketing Cloud
- Adobe Experience Cloud
- Adobe Campaign Standard
- Oracle Marketing Cloud
These applications can scale up and sort of represent the best of both worlds. A lot more feature rich out of the box tools but also offer the integrations of a bigger team such as providing API's, automations, and web hooks.
The pricing can range from several hundreds per month to hundreds of thousands.
Small Business to Individuals
These platforms are geared towards easy set up and low overhead. They usually provide basic email functionality that is comprehensive for any user and get you started right away. These plans start from Free to several hundred per month.
- Active Campaign
- Constant Contact