Choosing an email marketing platform can be a tricky task. There are so many options out there with different pricing, features, number of contacts allowed and reporting. Choosing the right one will help your business with engaging your customers, keeping track of your subscribers and measuring the success of your campaigns.
For small businesses, D2C brands, agencies, educators and service providers it can be a great way to nurture your leads, keep your customers engaged, provide product updates and promotions. But if you choose a platform based purely on price or number of subscribers you may run into issues with limited automation, hidden costs and poor deliverability.
This guide will walk you through what to look for when choosing an email marketing platform.
By the end of this guide you will know what features to look for and compare between platforms.
What is an Email Marketing Platform?
Email marketing platforms are a type of software that allows businesses to create, send, schedule and measure their email campaigns. This will help save time as you can organise your contacts, create templates and send relevant emails to specific segments.
However, there are many types of email tools:
Email Marketing Software
This type of software is used for sending newsletters, promotions, product updates and customer updates. This usually comes with tools to manage contacts, create templates, schedule and track your campaigns.
Email Automation
Email automation tools allow your business to send out automated messages to subscribers when they complete certain actions. This may be for welcome emails, follow-up sequences or reminders.
Many email marketing platforms will have automation features included.
Transactional Emails
Transactional email services allow for operational emails to be sent to your customers. These would be for password resets, verification codes, order confirmations and payment notifications. These emails usually need a different sending process.
Full Marketing Automation
Marketing automation platforms include emails along with other marketing functions. These may be useful for businesses looking to get more out of their marketing. This may include lead scoring, customer journeys, CRM integration and multi-channel campaigns.
If you’re a small business looking to start with newsletters and minimal follow up then a simple email marketing platform may be enough. However, growing e-commerce and SaaS businesses may need more advanced automation, integrations and customer journey reports.
Why Indian Businesses Need the Right Email Marketing Platform
Most businesses in India use multiple channels to engage with their customers – this may include email, WhatsApp, website, social media and SMS. Email can be a useful tool for detailed announcements, newsletters, educational content, product updates and structured follow ups.
The challenge will be to find a platform that fits your audience, budget and workflow.
Growing number of contacts: As your contact list grows it can become important to manage your contacts and segment them.
Mobile friendly: Emails need to be mobile responsive as many customers will view them on a smartphone.
Regional: If you’re targeting customers in different regions of India you may need templates and content that can accommodate different languages and varying audience preferences.
Small marketing teams: Automation will reduce the amount of repetitive work. This will help your small marketing team send out welcome sequences, newsletters and follow-ups consistently.
Local requirements: Using a platform with INR pricing, appropriate payment methods, easy access to support and clear invoicing will help manage your platform.
Most importantly though, having a large number of subscribers does not guarantee your campaigns will be a success. The deliverability, relevance, engagement and quality of your emails will impact if your email marketing is achieving your goals.
Must-have Features
Before you start comparing the best email marketing software in India you need to decide what features are important for your business now and in the future.
Contact Management
Contact management is a fundamental aspect of email marketing. You’ll want to manage your contacts and send relevant emails.
Look for:
Custom fields to add details such as names, location, interests and customer details.
Segmentation options – this may include engagement, tags, behaviour and purchase history.
Import/export contacts.
Duplicate contact management.
Unsubscribe/invalid lists.
Number of contacts – ensure the platform can manage the number of contacts you expect to grow to.
For example, if you’re an education business you may want to segment your leads from your current customers. E-commerce businesses may need to segment customers by product category or purchase history.
This stops you sending the same email to everyone.
Email Builder
A good email builder will make creating your campaigns easy. Look for:
Drag and drop builder.
Responsive templates.
Custom brand colours, logo and fonts.
Reusable content blocks.
Personalisation fields.
HTML/plain text emails.
Preview tools.
Create a sample newsletter and take a look at how it appears on different screen sizes. Ensure the builder is easy to use and the email is still readable without images.
Ensure personalisation is working as expected. If there is no name or any other fields the email should still make sense.
Automation
Automation can be really useful if you’re regularly sending similar emails based on customer actions.
Automation can be used for:
Welcome sequences – let your customers know about your business.
Nurturing leads – provide helpful information to your potential customers.
Abandoned cart – remind eligible customers about items they have left in their basket.
Re-engagement – encourage inactive customers to engage with your business.
Behavioural follow-ups – send relevant emails based on signups, clicks, purchases and other events.
When looking at automation options in India ensure you can create the workflows, there are plenty of automation triggers and it is included in your chosen plan.
A visual builder can be really useful for teams wanting to create automation without coding.
Campaign Creation & Testing
Ensure the platform can create the type of campaigns you will be regularly using.
These may include:
Newsletters/educational.
Announcements.
Scheduled.
A/B testing.
RSS feeds.
Timezone scheduling.
A/B testing will help you compare different variations on your message. Only change one meaningful thing such as your subject line so you can understand what has impacted the outcome.
Don’t assume a higher open rate means a better campaign. Clicks, conversions, unsubscribes and what your campaign is aiming to achieve will be important.
Reporting & Analytics
Analytics will help you understand if your campaigns are achieving what they should be.
Look for:
Sent emails.
Bounced emails.
Opened/clicked emails.
Unsubscribed/complained.
Link performance.
Engagement by segment.
A/B testing results.
Conversions/revenue (if you have the right integration).
Open rates can be impacted by privacy settings and automatic image loading. Don’t assume they are completely accurate.
For e-commerce businesses it can be more useful to track purchases and revenue generated from email. For a newsletter it may be more useful to track clicks and repeat readers.
Email Deliverability – Most Important Feature
Email deliverability ensures your emails are reaching the inbox of your customers. There are many factors to consider when ensuring your emails are delivered successfully. These include authentication, sender reputation, quality contacts, engagement and best practice.
Even if your platform looks affordable you may struggle with getting your emails into the inbox.
Check for SPF, DKIM & DMARC
These help to authenticate your emails so they can be verified by the receiver.
SPF – tells the receiver which servers are authorised to send on behalf of your domain.
DKIM – adds a signature to your email that can be verified.
DMARC – tells the receiver what to do with emails that have failed the checks and provides reporting.
Ensure your platform has clear information on how authentication works and can help you set up the correct DNS. Gmail have guidelines on what senders need to do depending on their category. View the official Gmail email sender guidelines.
Use a Custom Send Domain
Using a properly set-up domain related to your business will help build a consistent sender identity. Ensure your technical setup meets the requirements of your email provider and the receivers.
IP Reputation & Warm-up
Not all businesses need a dedicated IP address. If you are sending a smaller volume it may be better to use a well managed shared infrastructure.
Some high volume senders may benefit from using a dedicated IP. However, they must have the correct volume, consistent sending and manage their reputation.
If you are using a new IP/domain and sending at scale it can be useful to gradually increase your volume. This will depend on your provider, sending history and engagement.
Healthy Contact List
Don’t buy contact lists and don’t send too many campaigns to contacts that have not given you the right permission. Use sign-up forms, remove invalid contacts, handle hard bounces, respect unsubscribes and track complaints. Whilst verifying your contacts can help you identify some bad contacts it cannot guarantee they will go into the inbox.
You don’t want to send more emails, you want to send relevant emails to people that want to receive them.
Pricing
Most email marketing platforms charge based on number of contacts, number of emails or a combination of both. Some will also have a maximum number of contacts and emails per month.
A free option can be useful to test out simple workflows but may have limitations with automation, analytics, branding and number of emails.
Before choosing a plan check:
Maximum contacts/subscribers.
Maximum number of emails per month/day.
Unsubscribed contacts charged.
Automation & A/B testing.
Extra charges for IP addresses.
Contact verification.
Premium templates & advanced analytics.
Migration, onboarding & support charges.
Cost for Growth
If you currently have 1,000 subscribers but expect to increase to 8,000 in the next year then a cheap plan may not be the best option. If the next plan up doesn’t include the features you need it could get pricey.
Work out what the overall cost will be over 6-12 months.
A simple calculation would be:
Platform cost per month + extra charges + relevant support = approx cost per month.
You can also work out how much it costs per active subscriber by dividing the platform cost by the number of eligible subscribers you actively market to. This should be used alongside your campaign performance.
Compliance & Data Protection
You should ensure you have clear permissions in place for email marketing.
Before you start adding email addresses you should explain why they are signing up to your emails. Use a clear method to gain their permission, clearly state your business and include an unsubscribe link.
Where appropriate you should keep a record of where your signups are coming from and how they gave their permission. Ensure when someone unsubscribes they are not included in any future promotional emails across your systems.
The Digital Personal Data Protection Act, 2023 along with the associated rules apply to how organisations handle digital personal data. Look at what requirements apply to your business to ensure you are giving clear notices, gaining permission and understanding individuals’ rights. Look at the Digital Personal Data Protection Act and seek expert advice where required.
Other best practices include:
Only asking for the data you need.
Limit access to subscriber data.
Look at how your platform stores, handles and exports data.
Have suppression lists in place across your systems.
Do not send promotional emails to those who have unsubscribed.
Have a process in place to answer data requests.
Don’t assume just because you use an email marketing tool that you are compliant. How you collect signups, handle data, what you are sending in your campaigns and your processes will all impact your compliance.
Integrations & Scalability
Ensure your email marketing platform works well with the systems you already have.
Depending on your needs you may want to check if the platform integrates with:
Forms & landing pages – to add new subscribers using clear permission based signups.
CRM software – to link your email marketing with your leads/customers.
Ecommerce platforms – to add the correct workflows.
WhatsApp & SMS tools – to ensure your communications are in line.
Analytics & payment tools – to track how your campaigns are performing.
If you are a growing business then having access to APIs and webhooks can allow you to integrate your email workflows with your internal systems. Ensure you look at what limits you have on your API, what authentication methods are available and how easy it is to troubleshoot any errors.
Pick a platform that can grow with your business. Don’t pay for enterprise features you are unlikely to use.
Support, Onboarding & Ease of Use
Even if the platform has lots of advanced features if your team cannot use them then it may not be the right one.
Check the onboarding process.
Ensure there is clear documentation, instructions on how to set it up, how to set up your email authentication, examples of templates and the ability to upload existing contacts. If you are switching from another provider then ensure you can transfer your campaign templates, subscriber data, automations and suppression lists.
Check what support is available and what hours they operate for. If your team are mainly working within Indian business hours then having support available can really help.
If there is a free trial or guided demo then take advantage of this. Create a sample email, create a segment, set up your automation and look at the campaign report. This will give you more than just a list of features.
Red Flags
Avoid providers that:
Cannot clearly explain how they can help with email authentication and deliverability.
Are unclear on how many contacts you can have and how much you can send.
Have unclear pricing changes and extra charges.
Do not have a good way to manage unsubscribes/suppressions.
Don’t have many options to export your own data.
Have automation features that are behind a plan that is too expensive.
Do not have good reporting or the ability to look at bounced emails.
Do not have a clear process for supporting delivery issues.
Make promises about guaranteed inbox delivery or specific results.
A responsible provider should be able to tell you what they can do, what you need to set up and what limitations they have.
How to pick the right platform
Follow this process to compare your shortlisted email marketing tools.
What is your main aim? Are you looking to send newsletters, nurture leads, promote your products via ecommerce, retain customers or a combination?
How many contacts will you have and how many emails will you send? Work out how many eligible contacts you have and how many emails you expect to send per month.
What are your must haves? E.g. Automation, good email authentication support and CRM integration.
Shortlist 3-5 platforms. Compare the tools to your actual needs.
Compare the overall cost. Look at how many contacts you can have, how many emails you can send, any plan limitations, extra services and how much you expect to grow.
Try a test campaign. Use the editor, personalisation, links, mobile view, signup and unsubscribes.
Compare the reporting and support. Ensure you can answer your business questions and there is support available for technical issues.
Pick the one that will work for you for the next 12 months. Pick one that will work with your likely growth, budget, team and marketing focus.
Focus on the criteria that will have the most impact on your business. If you are a small business with a monthly newsletter then look for something simple and affordable. If you are an ecommerce company look for something with good automation, integrations and tracking.
FAQ
What is the best email marketing platform for small businesses in India?
There isn’t just one option that will work for all small businesses. You need to look at how many contacts you have, how often you will be sending, if you need automation, integrations, your budget and if you need help with deliverability. Try a few options and test how it works.
How much should I spend on email marketing?
This will depend on your audience size, how often you will be sending and what features you need. Start with the lowest plan that provides you with the essential workflows. Work out how much it costs as your contact list grows. Don’t forget extra services and support.
Do I need a dedicated IP?
Many small and medium senders will be fine with a well managed shared IP. If you are a larger sender with a regular sending pattern then it may help to have a dedicated IP. Speak to your provider to see if your expected volume warrants it.
Can I use WhatsApp with email marketing?
Yes. Use each channel for a clear reason. Use email to send newsletters, detailed product information and education. Use WhatsApp for eligible reminders, updates and conversations. Ensure you have the right permissions and follow the rules.
Is a free email marketing plan enough?
If you have a small list and are only sending occasional newsletters then this may be enough. If you need more contacts, more sends, advanced automation, A/B testing and extra reporting then you will likely need to upgrade. Compare the limits against your actual needs.
How can I improve my deliverability in India?
Set up your SPF, DKIM and DMARC, send to permission based lists, have a regular sending pattern, handle bounced emails, respect unsubscribes and track complaints. Ensure your content is relevant and don’t suddenly increase your sends. No platform can guarantee all your emails will go to the inbox.
What is the difference between email marketing and email automation?
Email marketing is sending campaigns such as newsletters. Email automation is sending emails/sequences based on triggers or subscriber actions. Many modern platforms offer both.
Conclusion
Choosing an email marketing platform in India isn’t just about price. Managing your contacts, designing your campaigns, automation, deliverability support, integrations, compliance, customer service and future costs will all play a part in choosing the right tool.
Start by looking at your marketing needs, what features you actually need and use the checklist to compare your shortlisted platforms. Try a live campaign and remember you will need permission based lists, relevant content and regular tracking to be successful.
If you are looking for an email marketing platform that can help with newsletters, email campaigns, automation, A/B testing and RSS to email then GetBiz Campaign could be a great option. They offer features such as drag and drop editor, automation, segmentation, campaign reporting and deliverability tools.
Look at the plans and feature limits to see if it meets your current needs and growth.
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