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How to Choose the Best Email Marketing Tool in 2024

In 2024, as businesses navigate the ever-evolving marketing landscape, choosing the best email marketing tool becomes crucial. The modern marketing realm demands consistency and a strong connection with consumers. While email may seem like an age-old communication method, email campaigns boast a high B2B lead generation rate.

Surveys reveal that over 90% of business owners credit their success to email marketing. Understanding the key components of a successful email campaign is essential. With numerous tools available, establishing criteria for selection is imperative. Let’s analyze these trends to gain perspective on how to choose the best email marketing tool in 2024.

1. Analytics

When picking an email marketing tool for B2B lead generation, prioritising its capability to provide analytics is crucial. Insights provided by such tools end up becoming the backbone for improvement in future campaigns. Metrics such as campaign effectiveness, open rates, and conversions are the data companies need.

Many tools in the market also provide A/B testing features which lets the marketing team only pick the best strategies for email marketing. 

Overall, robust analytics capabilities within email marketing tools play a pivotal role in driving B2B lead generation efforts. By leveraging data-driven insights, businesses can continuously refine their email marketing strategies. This helps in resonating with their audience, ultimately driving greater success in converting leads into customers.

If generating an analytics report before or during an email marketing campaign is your priority, ActiveCampaign could be a great choice. It provides predictive analytics functionality and identify trends and patterns in audience behaviour. 


How to Choose the Best Email Marketing Tool in 2024


2. Automation

Email marketing strategies with automation end up increasing the chances of generating B2B leads. Platforms which can be automated to nurture leads independently should be given a higher priority. 

The ability of a tool to understand the marketing and sales funnel and provide robust automation is the need of the hour. Prompt automation can assist marketers in saving their time and carrying out lead nurturing without any extra help. 

Generally, email marketing tools with higher intelligence can also understand basic human behaviour and interact with customers in a more personalised manner. This eventually results in higher leads being generated by a tool and bringing in increased returns on investments. An example of this would be HubSpot and its stellar ability to automate emails. 


How to Choose the Best Email Marketing Tool in 2024


3. Personalisation

Numerous companies misunderstand the factor of personalisation and highly undermine it as well. The meaning of personalisation goes far beyond just including the recipient’s name in the email. There’s a deeper method of personalising a single email or an entire campaign as per your target market and its response rate. If done correctly, email open rates can hit the roof.  

Advanced email marketing tools offer content capabilities, enabling you to insert personalised elements such as product recommendations and tailored offers, based on the recipient’s past interactions with your brand. 

While keeping personalisation in mind, Klaviyo is the best tool available in the market to meet your email marketing needs. Its excellent level of personalisation helps create more engaging and relevant email experiences, ultimately driving higher open and click-through rates.




4. Variety

In terms of variety, most marketers are in search of a tool which provides them with the ability to pick templates, fonts and colours that complement their brand image. Not every tool has advanced design tools at its disposal but some do stand out with their stunning features while conducting an email marketing campaign.

Tools that offer advanced design features such as drag-and-drop editors, image libraries, and mobile-responsive templates make it easy for marketers to create visually stunning emails.

To ensure that recipients interact with the email, along with a strong message, it needs to be appealing to the eye as well. This empowers marketers to craft polished and professional-looking campaigns that leave a lasting impression on recipients, ultimately increasing the likelihood of converting leads into customers. 

Mailchimp is an absolute master at delivering easy-to-use and customisable templates for your brand. Its templates are mobile-responsive, ensuring that your emails look great and function seamlessly across all devices, including smartphones and tablets. 


Variety B2B lead generation


5. Compliance

Adhering to protection and compliance regulations is important for modern-day e-businesses. Compliance can have different meanings but the utmost important is consumer’s data. Safeguarding it and using it ethically is a must for each company. 

An ethical email marketing tool should have features to avoid spam and provide features such as double opt-in mechanisms, unsubscribe options, and automatic suppression of unsubscribed contacts to ensure adherence to anti-spam regulations.

This is considered a must for businesses and can prove to be a blessing in disguise. 

When subscribers feel confident that their personal information is handled responsibly and securely, they are more likely to engage with your emails, provide accurate contact information, and ultimately increase your B2B lead generation campaign. Constant Contact is one of those trustable tools known for its competent compliance feature. It has excellent encryption protocols and protects its client’s data.


b2b lead generation



The five criteria analysed above are only a few out of many others which need to be kept in mind while engaging an email marketing platform for your company. Different factors can impact each business and its strategy uniquely but focusing on turn-over and credible leads should be the goal. 

Platforms such as ActiveCampaign, HubSpot, Klaviyo, Mailchimp & Constant Contact have remarkable reviews over the internet and many range of companies have chosen to collaborate with them. They have successfully leveraged these platforms to streamline their email marketing processes, nurture relationships with prospects, and convert leads into loyal customers.

Reach out to us for a quick intro call and get to know more about how SalesHarbor can integrate a strong email marketing strategy for improved B2B Lead Generation.