Skip to content
Home » How to Choose Email Marketing Tools and Run Successful Campaigns

How to Choose Email Marketing Tools and Run Successful Campaigns

Even though it is one of the first options for online communication, email has never “gone out of style”. Used extensively to this day, it is one of the main allies to leverage your marketing strategy.

It is essential that you adopt an email marketing tool and start designing your strategy to grow and sell through your email list.

How to choose the best email marketing tool

To be successful in your email marketing campaigns, it is critical that you choose a tool that meets your current needs.

With so many options available on the market, this task can be pretty difficult considering that email marketing tools can have a wide range of functionality.

That’s why we’ve separated some tips for you who are still in doubt about which tool to use and for those who want to understand what should be taken into account when choosing the ideal email marketing tool for your business. 

Accessibility and simplicity

When choosing your email marketing tool, it is essential that you value practicality, especially if you are going to use it daily. 

Therefore, it is necessary to choose a tool that presents itself as simple and intuitive, preferably choose a tool that does not require knowledge of HTML to use it.

That way, you can focus on your campaign and not waste time on the tool’s working details.

Segmentation of your database

It is essential for you to be successful in your campaigns that you can segment your audience based on characteristics such as interests, age, gender, geographic region, income, and many other possibilities.

This segmentation will allow you to optimize your campaigns and consequently reach your target audience with greater assertiveness and generate better results.

Another important aspect, which should be noted, is that in some tools this segmentation is done automatically, while in others it is manual.

Templates and Spreadsheets

Another important aspect is that when creating your campaigns you will use spreadsheets to organize your lists and also templates to make your emails look more professional.

Some email marketing tools offer ready-made files for you to edit the way you prefer and thus save time and practice while using the tool. 

Marketing Automation

This feature will allow your work to become more dynamic, as it is possible to create Workflow or autoresponders from it.

With this feature, you can keep leads warmer or increase the number of contacts that reach your sales teams. 

In addition to other marketing features that will make all the difference during your campaigns and provide you with valuable insights. 

Company Reputation and Support

Last but not least. When choosing an email marketing tool, don’t forget to consider its reputation in the market.

Visit the company’s official pages on social media and see what people comment on, a great option is also to see the company’s reputation on sites like “complain here”.

Also, preferably choose a company that offers a great quality of support and support in your native language. 

7 Email Marketing Tips for Successful Campaigns

Now that you know how to choose the ideal platform to run your campaigns, be sure to check out our tips on how to run successful campaigns. 

1. Create an objective for your campaign

Before thinking about which strategies to use, it is important to define an objective for your email marketing campaign as a priority over all other steps. 

To make this possible, think about what result you hope to achieve with the creation of this campaign, some examples of objectives can be found below:

  • Promoting a product or service to make online sales
  • Generate a welcome message for new leads
  • Improve the relationship with your current customers by providing online service
  • Take your leads to the next stage of the sales funnel

Once you have the objective defined, it’s time to take the next step and develop email marketing strategies.

2. Know who you are writing to

Remember when we said that it is essential to choose a tool that allows you to segment your audience?

Audience segmentation is an important step for those who want to optimize their campaigns and in this sense, it is important to know the characteristics of your target audience, and if it is necessary to build a persona and know its characteristics to whom you will direct your e-mail. mail. 

The more features you know, and the more you structure your email marketing with information relevant to that audience or persona, the greater your chances of success.

3. Enhance your content

In an email marketing campaign, it is essential that you are objective when creating your text.

So, try to write shorter texts, but don’t forget that the reader must find an interesting proposal while reading the text.

And for your email to become more interesting, it needs to contain some basic elements such as:

  • Brief introduction with contact name
  • Value content
  • Attractive offer
  • Image to make it more visual
  • Infographic
  • CTAs
  • A good subject to grab your audience’s attention

The subject is a fundamental aspect of your email, as it can define whether your lead opens the message or not, and it is the subject that ends up being the first point of contact of your email with your lead. 

If your subject is not interesting enough, your email will be ignored or even sent to the trash. 

Therefore, try to express your proposal in a few words in your subject to make the lead interested in it. 

4. Insert CTAs

Choosing the correct CTA according to the content of your email is essential for you to be able to generate more conversions for your business.

In general, CTAs are called to action that you distribute throughout your email, they can be in the text itself or in buttons that will direct the lead to an external page.

It is highly advisable to choose just one CTA and repeat it several times throughout the email so that your contact does not get confused and end up leaving the page without doing anything.

5. Bet on personalization

Once you have your email list, it is very likely that you will also have the name of your contacts, so be sure to send a personalized email being as personal as possible and intimate to the person who will receive the message. 

Avoid using more generic terms when sending your emails, as personality gives your company more credibility, in addition to humanizing your campaign. 

6. Always analyze your results

Most email marketing tools allow you to have access to tracking reports of some metrics that are very relevant so you can understand if your campaigns are succeeding or not.

Therefore, we have separated some indicators for you to evaluate in your own campaigns:

  • open rate
  • Click-through rates (CTR)
  • List inactivation fee
  • Rate of leads that became qualified leads (MQL)

7. Run a/b tests

After analyzing your metrics, or even before, you can invest in a/b tests to determine which content appeals to your lead the most. 

A/b tests work like this: You produce two identical emails and the only difference is the element that will be tested. 

Among the elements that you can test are:

  • Subject
  • Text
  • CTA or any other element that makes up the email

The email that gets the best result will be the one chosen to be sent to the rest of the lead base. 


In this article, I present some of the main options for email marketing tools available on the market and how you can choose the right tool for your business.

Be sure to use the tools strategically following the tips in our article, and also know the features of each tool presented and how it can be applied to your business.

A well-structured email marketing campaign can yield many leads and new sales for your business.

Leave a Reply

Your email address will not be published. Required fields are marked *