E-mail marketing tools: the cheaper, the better?

A new independent report from Software Shortlist, performed on 19 leading (US focused) tools suggest we should go for the cheapest tools, as the more expensive ones don't immediately get higher scores. Of course, this only speaks about tools being able to send out emails, so if you want to just do e-mail marketing and nothing more, this could be an interesting report.

The following tools were reviewed: AWeber, Benchmark, Campaign Monitor, Campaigner, Constant Contact, Email Brain, Ennect Mail, GetResponse, GraphicMail, iContact, inwise, JangoMail, MailChimp, newzapp, Savicom, SimplyCast, Streamsend, Vertical Response, and Vision 6.

So not immediately European tools like Email Vision or EmailGarage are included in the review and again the scope, was just e-mails (average of 5000/month).

The key findings:

• 3 of the cheapest tools (about 31 $ per month) received 5 stars
• The lowest scores, 2 stars, were given to tools of over 166 $
• Don't limit your search for a tool geographically: go beyond your borders
• Size is a weak argument
• industry experience: rather focus on B2B or B2C experience
• don't for speculative work: they won't do it, as you are one of the 1000+ clients
• reply on budget questions

You can buy & download the full report here (150$)

None of the larger digital tools like Return Path, Selligent Interactive, Neolane, ,etc were reviewed, which is logic, as they offer more than just sending out an email.

Comments

[Xavier Russo]

Thanks for the mention, Hans. You're absolutely right that we chose to focus our report solely on specialist email marketing tools, not broad integrated systems that also do email marketing.

The response so far from people who've bought the report has been very positive. It seems they especially like the detailed map showing which of 39 key features is included in each product, as well as the independent written reviews & detailed star ratings.

However, I should point out that *within* a star rating (e.g. looking just at 4 star products), price is not necessarily your best guide. Our point is simply that you shouldn't assume that paying more gets you a better product - people need to look more closely at each option.

Thanks again for the feedback. We'll look to include more European products in our next edition.