Email Marketing SaaS: How to Choose the Right Software
Words by
Jennifer Poblete
Last updated
September 27, 2022
Email Marketing SaaS: How to Choose the Right Software

Over and over again, let us tell you―email marketing is a huge part of any successful marketing strategy. With a current market value of 9.62 billion USD, it is expected to grow by 13.3% over the years. 

You get it, you shouldn't miss that. 38% of surveyed B2B and B2C marketers think their practice has even gotten better.

But unless you’d like to do it manually (which we recommend you don’t 😳), you need email marketing SaaS. They’re digital tools to help you manage your email campaigns.

Another but―how do you choose the right software to help you? It can be tricky because there are so many options out there. 

That’s why In this blog post, we'll talk about what to look for when choosing SaaS for email marketing. Let's get started! 😊

What is an email marketing SaaS? 

Email marketing SaaS is a software/service that helps businesses automate email marketing. Marketers use them to create and send emails like newsletters, promotions, webinar invites, and sales letters. These tools are often subscription-based (monthly or yearly) that includes regular updates from providers.

Some features that this SaaS usually has are:

  • customizable templates
  • design tools
  • contact management
  • reporting tools
  • integrations with CRM platforms and webinar solutions

So here are some points why you should use them:

  1. They let you reach a wider audience.

Since almost everyone has an email address, using email SaaS ensures that your message will reach its intended target, no matter how large your contact list is. That’s because tools like this have a high email deliverability rate and use a reliable infrastructure for sending high-volume emails. Also, they allow you to reach a larger audience than you would through other channels.

  1. They get you to save time and money. 

SaaS for email marketing is an affordable way to market to your intended audience without having to invest in costly advertising campaigns. With them, you can easily create and send professional-looking email campaigns easily.

  1. They help boost your ROI.

Email marketing SaaS can help you boost your ROI by providing detailed reports on your campaign’s performance. Using this information, you can fine-tune your strategies and optimize them to reach your target results.

  1. Their providers give reliable customer support.

Say you’re a totally young startup with no solid team of marketers yet. Your use of this software helps your early email marketing efforts. The customer support from the company that created the software is extremely helpful if you run into any problems when maximizing its use.

So what should I first do before choosing an email marketing software?

  1. Assess your needs

First and foremost, you'll need to decide on your goals for your email marketing campaign. Are you looking to increase brand awareness? Generate more leads? Send out monthly newsletters? Make a list of the features that matter most to you. 

  1. Read reviews

Before you choose an email marketing software, it's important to read reviews of your prospect tool. Check out opinions to see what other users have liked and disliked about the software. Also, you can find out what features matter to your peers.

Here's an example:

Some review platforms you can go to are Capterra and G2

  1. Prepare a budget

Email marketing can be fairly inexpensive, but you'll still need to set aside some money for things like list building and email list management. How much are you willing to spend on email marketing? Keep in mind that some advanced features may be more expensive than others.

7 key features to look for in any email marketing SaaS

So without further ado, here are the important features your SaaS should have:

1. Ease of use

An easy-to-use interface is crucial when it comes to email marketing SaaS. If it's too complicated for you to operate, you'll never get the full benefits of the software. Pick a tool with a user-friendly interface.

2. Integration options

Good email marketing service should offer a range of integration options to make sure it works with everything else you have. Integration is key to streamlining your workflow and making sure all your data lives in one place.

3. Reporting

The ability to track email statistics is key to finding out what works and what doesn't in your campaigns. Look for an email marketing SaaS with robust reporting features. That way, you can track numbers like open and click-through rates, plus unsubscribe rates.

4. Automation tools

Look for a feature that allows you to automate certain tasks. Automation can help save you time by automatically sending out emails based on specific triggers―time-based or behavior-based. Great for keeping in touch with your customers without sending out emails manually.

5. A/B Testing

A/B Testing is a feature to look for if you intend to send different versions of an email to test. And then you can measure the results to see which version performed better. This is an important tool for optimizing your email marketing campaigns. 

6. Customizable features

Each business is different, so you need to find a service that offers flexible features. When it comes to emails, you’ll find it easy to match your brand and tone. The customizable features of an email marketing platform should include creating custom templates and segmenting your list.

7. Pricing

Pricing always makes a difference in software choices―and email marketing solutions are no different. You'll want to make sure that the platform you choose offers a pricing model that fits your budget and your needs. It’s a good idea too to opt for a platform that offers a free trial so that you can try out the service first.

Here at CaaSocio, we listed our top 10 picks of email marketing tools- divided into two: for creating email sequences or for sending email blasts. You can check them out in the article below. 

👉 Tools for Email Marketing Your SaaS- Our Top 10 Picks Below | CaaSocio

4 strategies with email marketing once you've chosen a provider

Once you've chosen an email marketing provider, how do you get started? Here are four strategies to help you start strong.

  1. Develop a marketing plan. 

Developing a marketing plan is the first step to successful email marketing. You'll need to decide what goals you're trying to achieve with your email campaign, your target audience, and what content will resonate with them. 


Knowing the target audience is the #1 strategy for a successful email marketing campaign. Once you know who you're targeting, you can zero in on the market fit and messaging.

Here’s a good read on what a copywriter should prepare before writing for you.

Another thing, it’s best to understand the buyer’s journey. Once you know where your customer is in their decision-making process, you can create content that speaks to their needs at that stage. 

  1. Build your email list. 

Grow your email list but never buy them. You can do this by adding a signup form to your website or blog. Collecting email addresses is crucial for any email marketing campaign, so you communicate with leads as soon as possible.

  1. Create great content.

Next is to create compelling content that will engage your readers and encourage them to take action. Your emails should be well-written and informative (yet fun 😊). And most importantly, they should offer value that your subscribers will find valuable. If you can provide something that is truly good for them, you’ll set yourself apart from the competition.

  1. Track your results.

Finally, it's important to always measure the results of your campaign so you can see if it’s really working. 

Picking the right email marketing SaaS

Email marketing is a way to keep in touch with your customers and promote your business. However, it can be challenging to manage your own campaigns. Email marketing SaaS is an efficient system that can help here. 

Finding out which is right for you can be tough. Not only are there a bunch of them out there, but they all have different features.

That’s half the job. Your email content completes the set. If you need help with your email copy, our team is here to help. Book a call with us today and let us show you what we can do to improve your open and conversion rates.

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