What email marketing platforms are most popular?

Common platforms include Mailchimp, Klaviyo, HubSpot, ActiveCampaign, and Constant Contact. These tools support automation, analytics, and campaign management.

What tools help with email design?

Design tools like Canva, BeeFree, and Figma help create responsive and visually appealing email templates that match brand guidelines and enhance engagement.

Which tools assist in email performance analytics?

Most email platforms have built-in analytics. Google Analytics, Litmus, and Email on Acid offer deeper insights into user behavior, deliverability, and rendering issues.

Are there tools for improving deliverability?

Yes. Tools like Postmark, GlockApps, and SendForensics test deliverability, monitor spam triggers, and help maintain sender reputation for higher inbox placement.

How do specialists manage email lists efficiently?

They use CRM-integrated tools like HubSpot or Salesforce to segment, update, and clean lists. Automations help manage opt-ins, unsubscribes, and bounces efficiently.

Do journalists need to learn design tools for email marketing?

Basic understanding of design tools like Canva or using email builders within marketing platforms helps journalists format visually engaging, reader-friendly emails.

What are the primary tasks of an Email Marketing Specialist?

An Email Marketing Specialist plans, creates, sends, and analyzes email campaigns. They also manage subscriber lists, segment audiences, and automate email sequences to improve engagement and conversions.

Best tools every Email Marketing Specialist should use

Success in email marketing relies not just on strategy and content, but also on the tools that power your workflows. From automation and segmentation to design and analytics, the right platforms can save time, increase efficiency, and boost campaign performance. Whether you're a solo marketer or part of a larger team, having a robust email marketing toolkit is essential. Here are the top tools every Email Marketing Specialist should know and use.

Email Service Providers (ESPs) and Automation Platforms

These platforms form the foundation of any email marketing program. They handle list management, segmentation, campaign deployment, and automation flows.

Mailchimp: Ideal for small to mid-sized businesses; user-friendly with automation and analytics tools
Klaviyo: Excellent for ecommerce brands, offering robust segmentation and Shopify integration
HubSpot: Full CRM with powerful email and marketing automation capabilities
ActiveCampaign: Known for its smart automation and customer journey tracking

Choosing the right ESP impacts campaign complexity, scalability, and integration.

Email Design and Content Creation Tools

Beautiful emails drive engagement. These tools help create visually appealing, mobile-responsive messages without requiring coding skills.

Stripo: Drag-and-drop editor with reusable templates and export capabilities
BeeFree: Easy-to-use HTML email builder with collaboration features
Canva: Ideal for designing branded email headers, social share graphics, and inline images

Clean design and layout are essential for professional, high-performing campaigns.

Testing and Spam Check Tools

Before sending, it's critical to test how your email will render across inboxes and ensure it passes spam filters.

Litmus: Provides previews across 90+ devices and email clients, plus analytics
Email on Acid: Offers inbox previews, spam tests, and accessibility checks
Mail-Tester: A quick tool for checking spam scores and SPF/DKIM configuration

Testing prevents deliverability issues and ensures your message displays as intended.

Analytics and Reporting Tools

Data helps Email Marketing Specialists evaluate and improve campaign performance. These tools make tracking easier and more insightful.

Google Analytics: Tracks user behavior post-click, including conversions and website actions
Looker Studio (Google Data Studio): Connects ESP and CRM data into customizable reports
ESPs' Native Dashboards: Provide open rates, CTR, bounce rates, unsubscribes, and heatmaps

In-depth analytics help refine strategy and demonstrate ROI to stakeholders.

Personalization and Segmentation Tools

Personalized messaging increases engagement and conversion. These tools enhance targeting and dynamic content capabilities.

Dynamic Content in ESPs: Use merge tags and conditional content blocks for tailored messaging
Clearbit: Enrich subscriber data for advanced segmentation
Segment: Connects customer data across platforms for precise behavioral targeting

Smart segmentation enables better relevance and timing.

A/B Testing and Optimization Tools

Optimization through experimentation leads to better-performing campaigns. These tools help refine subject lines, layouts, send times, and more.

Optimizely: A/B and multivariate testing tool (can be used beyond email)
Mailchimp & Klaviyo A/B Features: Built-in tools to test headlines, content, and timing
SubjectLine.com: Analyzes subject lines for deliverability and engagement potential

Testing empowers marketers to continually improve their campaigns.

Compliance and Deliverability Tools

Email marketers must ensure compliance with privacy laws and maintain sender reputation.

OneTrust or Termly: Manage GDPR and CAN-SPAM compliance for opt-ins and preferences
MXToolbox: Checks domain blacklists, SPF/DKIM records, and email server configuration
Postmark or SendForensics: Monitor sender reputation and engagement health

Staying compliant ensures long-term success and trust with your audience.

Frequently Asked Questions

What email marketing platforms are most popular?: Common platforms include Mailchimp, Klaviyo, HubSpot, ActiveCampaign, and Constant Contact. These tools support automation, analytics, and campaign management.
What tools help with email design?: Design tools like Canva, BeeFree, and Figma help create responsive and visually appealing email templates that match brand guidelines and enhance engagement.
Which tools assist in email performance analytics?: Most email platforms have built-in analytics. Google Analytics, Litmus, and Email on Acid offer deeper insights into user behavior, deliverability, and rendering issues.
Do journalists need to learn design tools for email marketing?: Basic understanding of design tools like Canva or using email builders within marketing platforms helps journalists format visually engaging, reader-friendly emails. Learn more on our Transitioning to Email Marketing From Journalism page.
What are the primary tasks of an Email Marketing Specialist?: An Email Marketing Specialist plans, creates, sends, and analyzes email campaigns. They also manage subscriber lists, segment audiences, and automate email sequences to improve engagement and conversions. Learn more on our Core Duties of an Email Marketing Specialist page.