How to choose email marketing software: a checklist before you subscribe

1. Estimate your list and your sends

Write down your current number of contacts and your expected number in twelve months. Then estimate monthly sends: contacts multiplied by campaigns per month, plus automated emails. You need both numbers because platforms price differently. Brevo, for example, describes its free plan by a daily limit of 300 emails, while GetResponse prices depend on plan, billing period and list size.

2. List the automations you need this year

Start with the welcome sequence, then add any others: abandoned cart, re-engagement, post-purchase. Check which plan includes each one, because some platforms cap the number of workflows on entry plans.

3. Check the features that change your plan

• Removal of the vendor’s logo from emails.
• Landing pages and signup forms.
• A/B testing.
• Multiple users.

Note the plan on which each appears. A feature that exists in the product may not be on the plan you planned to buy.

4. Confirm consent and import

Only import contacts who agreed to receive marketing email, and keep a record of how they agreed. Check the platform’s import rules and any approval step before your first send.

5. Run a focused trial

Build the same welcome sequence in two platforms. Send test campaigns to addresses on different email apps, check how they display on a phone, and review the reports each platform provides. Note how long setup took and what blocked you.

6. Price your real plan

Use each vendor’s pricing page with your list size or sending volume, the plan that includes your required automations, and your preferred billing period. Compare the twelve-month total.

Questions to ask before paying

• What happens when the list grows past the plan’s limit?
• Can I export my contacts and their consent records if I leave?
• Which plan do I need for every automation on my list?