Email marketing is still one of the most lucrative ways for businesses to connect with prospects and customers. But like all digital marketing channels, email marketing is not immune to change, and the right email marketing tools make all the difference. A great email campaign takes more than creativity, clean design, and snappy copy to land in the inbox. In 2022, careful collection of first-party data, segmentation and personalization are key to generating sales.

Email Marketing in a First-Party Data World

Third-party cookies have been a mainstay in the digital marketing arena for decades now. Recent statistics show that over 80% of marketers rely on third-party cookies to improve user experience, track web visitors, collect data for ad targeting and create personalized onsite experiences. 

Third-party cookies’ bells have tolled, and an era of cookieless internet is burgeoning. Web browsers are restricting the use of third-party cookies: Safari did so in 2017, and the biggest player — Google Chrome — has announced it will end third-party cookie tracking by 2023. 

As this change sweeps across the marketing landscape, marketers have to come up with other ways to drive prospecting, lead generation, and personalization. Leah Lloyd, Senior Director, CRM, and Email at Tinuiti advises marketers to hone in on first-data strategy.

Dr. Ada Barlatt, the founder of OperationsAlly, shares a similar sentiment. She posits, “creating a first-party data strategy is a great way to prepare for these new privacy measures.”

61.9% of brands have heeded this advice and are ramping up first-data collection, while 67.3% have built customer data platforms. Email is growing in prominence as it remains one of the best ways to support first-party and zero-party data collection. Some of the popular use of email marketing include:

  • Asking customers to provide feedback after an interaction with them
  • Sending targeted pop-ups to ask customers for contact information
  • Sharing surveys and quizzes through email to know the customer better

Top Email Marketing Tools for 2022

For your zero- and first-party data strategy to work well via email you have to use the right email marketing tools. Here are the best tools to use in 2022:

BenchmarkONE

BenchmarkONE is an all-in-one customer relationship management and marketing software solution. A scalable solution, made for businesses small and growing, BenchmarkONE offers a streamlined CRM and sales automation platform.

But what does that have to do with email?

Your CRM data directly integrates with BenchmarkONE’s email marketing system, allowing you to manage your email lists, create beautiful templates, and contact your customers right from their interface. 

We also offer marketing automation features that allow you to set up notifications and actions to contact leads when they click a specific link or visit a certain page. BenchmarkONE is a powerful, affordable option. The free plan includes unlimited users, 250 contacts, and 500 emails per month. Paid plans start at $29/mo. for

Hubspot

Hubspot offers a free CRM, but that’s not where the email marketing power resides.

Check out their Marketing Hub, which allows you to create beautiful, on-brand and personalized emails quickly and easily. What sets Hubspot apart is that their marketing platform integrates not only with email, but all areas of your in-bound marketing. From one software, you can manage your company’s blogging and landing pages, which you can then feature in your marketing emails.

Hubspot is a one-stop inbound marketing shop at $800/month. If you only want email design and automation, their pricing starts at $50/month.

Benchmark Email

Benchmark’s claim to fame is a simple to use platform that allows small business owners to create their marketing emails, manage automation, and place sign-ups on their website with ease. Their A/B testing and in-software analytics also offer easy-to-digest, beautifully designed graphs that help owners easily visualize their email trends.

Benchmark is priced based on email subscribers. Their pricing begins at free for unlimited subscribers and 250 emails/mo. Features and pricing scales up from there, starting at $15/mo.

campaign monitor

Campaign Monitor

Campaign Monitor has been a fixture in email marketing for years and they’ve earned that reputation well. Their drag-and-drop email builder is one of the best in the business, with beautiful templates and an intuitive interface. 

Automation and personalization can sometimes be intimidating to new users, but Campaign Monitor makes it easy to incorporate engaging elements in into your emails and send them at the perfect time or trigger.

Campaign Monitor is priced based on volume and starts at $9/month. 

email on acid

Email on Acid

Email on Acid isn’t an email builder; it’s an email checker. Have you ever wondered what your emails look like rendered on different browsers, operating systems, and cell phones? Email on Acid allows you to see exactly what your customers see by simply forwarding them your email design.

You can hit the send button with confidence, after using Email on Acid, that all of your customers are getting the exactly experience you intended. 

Their premium service also tests email for spam analytics, allowing you to ensure that your visuals and verbiage aren’t triggering major spam filters. This means more of your emails will get to the inbox you intended.

Email on Acid starts at $99/month.

Drip

Drip is an ecommerce email marketing platform that allows you to learn deep customer habits from your clients. You get a first-row seat to every click, purchase, and interaction a customer makes on your site, no matter which ecommerce platform you use. 

This information allows you to use their integrated email marketing platform to send highly customized, exactly-on-time messages to your customers. Whether they’re timed or triggered, you can ensure that your messages are what they’re looking for, when they’re looking for it.

Drip is priced based on the size of your email list and begins at $19/month.

BombBomb

Interactive emails are the future. It’s crucial that you find ways to stand out in the increasingly crowded inbox. You want your emails to excite your clients and have them enthusiastically open them, right? Send personalized videos to clients during one-on-one email conversations either by taking a video with your phone, recording your screen, or sharing a video on your computer.

BombBomb is the ultimate email personalization tool. After all, there’s nothing more personal than your face, right? BombBomb starts at $49/month and scales up from there. 

MailerLite

MailerLite is an easy-to-use email marketing tool for small and medium businesses. Besides the clean and streamlined design, it comes with a drag-and-drop email builder to help you create emails with ease. Whether you’re a beginner or a seasoned marketer, it’s easy to create stunning signups and landing pages to drive your marketing strategies.

With the free forever plan, you can manage up to 1,000 email subscribers and send 12,000 emails per month. The premium plans (which are affordable) allow you to unlock unlimited sends per month and advanced features such as newsletter templates, custom HTML editor, dedicated IP, and deliver by time zone.

Moosend

Moosend is a cost-effective email marketing platform for brands that manage a small email list. It provides the tools you need to create and manage email campaigns, signup and subscription forms, landing pages, and transactional emails. Besides that, you can use marketing automation and artificial intelligence to power product recommendations.

Moosend distinguishes itself by being super affordable. First up, the 30-day free trial is quite generous as it allows you to send unlimited emails, use automation workflows and create one landing page and signup form. The paid plans are also on the lowest end of the pricing spectrum in the market. 

Edison Mail

If you’re dealing with multiple inboxes across different providers and want a one-stop shop to manage them all, Edison Mail might be a good pick. While it’s not a CRM (it’s more of an email organization tool), if you’re a busy professional who feels overwhelmed by your inbox this may be a great time saver. If you do a lot of selling or prospecting through email or LinkedIn, you’ll be pleased to know Edison Mail syncs with LinkedIn so you can find your contacts in a couple of clicks. Edison Mail boasts “faster, simpler, smarter” as its key benefits, and definitely ticks those boxes.

Email marketing is always evolving. It’s important to stay abreast on the tools and services out there that could improve your marketing efforts. After all, if there’s an innovative tool out there that you’re not using, it’s likely that your competitors are.

So, stay ahead of the curve and experiment with some new email marketing tools. Just be sure to test, test, test any changes you make to your campaigns.