Email Marketing Tools: what are they, which are the most used and everything you need to know

Email Marketing

Email Marketing Tools: what are they, which are the most used and everything you need to know

So that you understand when to use each of the tools, they were divided into topics related to the daily life of an Email Marketing professional

Email Marketing Tool is used for creating email marketing campaigns. Most tools enable the creation and editing of the email template, storage of contacts (Leads), email triggering and monitoring, measuring metrics such as email open rate and click-through rate. The Email Marketing is the heart of a digital marketing strategy. It is an excellent tool for any company to engage with its audience in a personalized way.

For a long time, several companies committed abuses in Email Marketing, making the wrong use of the strategy. This caused the email to be left aside and “exchanged” by other channels, such as social networks, by many companies.

It turns out that one channel does not exclude the other and, nowadays, with the market more educated about good practices and with a more developed technology, Email Marketing is standing out for having unique and valuable characteristics.

One of them is reach: an email is the simplest and most fundamental thing anyone can have on the internet and people already have the tool fully incorporated into their lives.

Another is that emails are a more direct and in-depth form of contact. On social networks, everyone talks, and the various conversations get lost among each other. Also, if someone is not online at the time of publication, they are unlikely to return to read what has been published before.

Emails are looked at more carefully, usually every day. As much as we all have to deal with some unwanted spam, there is a greater propensity to keep track of every message, and everything that is important and useful will be opened and read.

What Makes an Email Marketing Tool

If your company is starting to do Digital Marketing, you may have found it difficult to send emails on a large scale or manage an extensive contact list. An Email Marketing software is there to remedy this pain.

Some actions you can do with an Email Marketing tool:

  • Segment your contacts: To have full control of the audience that will receive your emails;
  • Create efficient layouts: To help you design your emails and create replicable templates;
  • Automate the triggering of your campaigns: To gain productivity and efficiency in sending emails;
  • Track the performance of the shots: To see how many opens and clicks your campaigns had, among other statistics.

The most used Email Marketing tools in Brazil

Many companies also understand that there is no point in generating traffic and not relating to their visitors.

According to the TechTrends survey, carried out in partnership with Rock Content, 87% of technology companies use some Email marketing tool. Mailchimp and RD Station Marketing were among the first place in the survey.

Here is the list recommended by Blue World City, of the most used tools for sending emails in Brazil, according to the survey:

  • mailchimp
  • RD Station Marketing
  • Locaweb Email Marketing
  • ExactTarget – Salesforce
  • All In Mail
  • Akna
  • GetResponse
  • Benchmark
  • KlickMail
  • Mailee
  • E-goi Email Marketing

Meet RD Station Marketing

The RD Station Marketing is all on a platform created by the Digital results for you to automate and manage your Digital Marketing actions, going beyond Email Marketing.

In the “Email Marketing” functionality you create email campaigns with drag & drop editor, have access to different email templates, segmentation possibilities and a complete performance report.

With more than 17 thousand customers in more than 20 countries, RD Station Marketing is the market leader in Marketing Automation tools in Brazil, according to the B2B Stack.

How to Choose an Email Marketing Tool: 4 Cautions You Must Have

Every company that already has or intends to include an Email Marketing strategy in its planning has already gone through (or will go through) the challenge of choosing software that meets its needs.

The big problem is that there are many different tools with different features on the market and it’s quite common to get lost among so many options.

First of all, the two main questions that the company must ask itself at this time are:

  • What is your goal with Email Marketing?
  • What functionality does your company really need to achieve these goals?

Below, we will show you what are the main points that a company should look for when looking for the ideal Email Marketing software.

1. Does the software/company have a good reputation in the market?

The first step is to know the reputation of this Email Marketing software. See which companies they use, look for successful cases and, if possible, talk to someone who uses this tool.

This point is important because it will show whether the company has good support, whether the tool is easy to use, whether the delivery and reporting of campaigns are good, among others.

Not only the reputation of the company itself should be assessed, but also the reputation of the sending email IP.

Talking to a seller of that company, or through a service channel, ask about the reputation of the IP address of this tool and, if possible, check out , a service that monitors and evaluates the sending reputation of various IPs.

Read more in the post Deliverability in Email Marketing.

2. How is the integration with Landing Page and CRM services?

We understand that Email Marketing is a very important part of the Inbound Marketing strategy and, as it is a part of the whole, it is very essential that the tool has integration with others that are also fundamental for the inbound strategy, such as Landing Pages, CRM and Analytics.

There are two main objectives of these integrations:

  • Avoiding loss of information and consequent poor segmentation: this is the case, for example, of sending product campaigns to those who are already customers and software updates for those who are not yet customers;
  • Get more intelligence about Leads: know, in addition to which materials this person downloaded, which email campaigns and automation flows participated, engaged, etc. When we think about sales, this type of information is very important to help approach potential customers.

If your company already uses a CRM or service to capture Leads pages, it is important to make sure that the Email Marketing software has this integration.

Another option is to use “horizontal” Digital Marketing software, such as RD Station Marketing, which has all these tools (Email Marketing, Landing Pages and CRM) already integrated with each other and with third parties.

3. Are the lists static or dynamic?

One of the keys to success in Email Marketing is segmentation. The more targeted an email is, the greater the Lead’s interest in the subject and, consequently, the better the direct metrics (open, click) and indirect (response, Landing Page conversion rate) will be.

To segment a Leads base before sending a campaign, it is normal to work with lists, whether they are static lists, where Leads need to be added and updated manually before each submission, or dynamic lists, where the software will do for you, this filter is based on various information, such as the position the Lead occupies, the purchase stage it is in, the market segment in which it operates, or even its topic of interest.

In addition to this automatic segmentation, the company also saves time by not having to worry about manually updating lists before each campaign submission.

4. Does the software have Marketing Automation functions?

When your company evolves in the use of Email Marketing and Inbound Marketing strategy, it is natural that you start to feel the need to also do Marketing Automation.

Whether to heat up Leads and increase the number of contacts passed to the Sales area, or to maintain an account for the volume of leads generated monthly, it is important to assess from the beginning whether the chosen Email Marketing software also has the Automation functionality, be it simpler, with Autoresponders, or more advanced, with Workflows, for example.

Once again, the use of a tool that has dynamic lists and is integrated with other services used by the marketing area is important, as it will help a lot when starting to work with Marketing Automation, avoiding loss of information and rework, if needed tool migrate.

Checklist: Important Points You Should Assess

Below are some points that your company should check when evaluating Email Marketing software:

  1. Do you have a good IP reputation?
  2. Do you have successful cases?
  3. Does it have integration with your company’s CRM?
  4. Is it integrated with the Landing Page service your company uses?
  5. Does the tool provide information about the open, click, unsubscribes, bounces and click map?
  6. Does it allow you to segment the Leads base from this information?
  7. Allows you to create automation flows from these interactions with an email campaign?
  8. Does it have merge tags – the possibility to use, in the text, personalized information, such as the Lead’s name?
  9. Is the support good? If there is any doubt about the tool or about any concept of Digital Marketing, can you count on experts on the subject?
  10. Provide ready-made templates, needing only to change images or texts?
  11. Do you accept importing contacts that your company already has?
  12. Inform the invalid contacts (unsubscribes and invalid emails) for cleaning the list?
  13. Do you have a history of each contact, to know which campaigns a particular Lead received, opened and clicked on, as well as which Landing Pages it converted?
  14. Do you have Marketing Automation?

The tools for managing Email Marketing that we use at Resultados Digitais

In the day-to-day of an Email Marketing strategy, different needs arise, which not always only the Digital Marketing tool used to trigger emails can be enough.

So that you can better understand when to use each of the tools we use, they have been divided into topics according to routine:

1. Tools for managing strategies and planning

It is important that every Email Marketing professional has a focus on strategies and planning.

That said, we consider it important that these strategies are in 3 major points:

  • Public
  • Contents
  • Creation

These strategies, well defined and organized (that’s where the tools come in), create structured and efficient Email Marketing.

Audience mapping

Before sending any emails it is extremely important to know your audience. We do this as follows here at Digital Results:

  1. We conducted interviews with our customers to understand how they bought our product, RD Station Marketing, and the resolution of what problems led them to use the tool. We annotate everything on Google Docs or ;
  2. From there, we use Mind maps in Mindmeister to map these issues and how to solve them. We have the paid version of Mindmeister, but you can perfectly fine use the free version to do this;
  3. We separate our users into personas;
  4. We create a content agenda for each persona, in Google Docs itself, and there we discuss what content the user wants to know.

Content Mapping

After understanding who our audience is, what content each persona could receive, it’s time to map, prioritize and organize content production.

All this management is done via Trello and Google Docs.

Content creation for emails

We now have an agenda for audience and content, and we know when and to whom each content will be delivered.

Now it’s time to create the emails, whose texts we all produced using Google Docs.

2. Tools to create emails, targeting and sending emails

At this point, we already have the public and all the planning organized. Here we go back to check, via Mindmeister, which segmentations we will use.

After that, having the email created in Google Docs, we go to the trigger tool to insert the emails.

Here at Resultados Digitais we use RD Station Marketing, our own Marketing Automation software to make and trigger our emails.

Applying the text to the tool is very productive, as the tool has drag and drop (drag and drop). You can simply select your text and paste it into the tool, without understanding any code.

To create segmentations, we always use the fields filled in on our Landing Pages and analyze the behavior of our users (everything has already been mapped via Mindmeister). After that, we created the segments in RD Station Marketing and selected them before the triggers.

In addition, we also have to look at grassroots management. It is always important that a target does not receive 2 emails, right? We also do this via RD Station Marketing. It is possible to exclude segments from certain shots within the tool.

PS: an alternative, if you edit your emails in HTML (which I don’t suggest) is to use Sublime Text or Adobe Dreamweaver.

3. Tool to reduce errors before shooting

To avoid errors (and errors in emails are fatal), we always use a checklist before our shots. It can be applied to Trello, Google Docs, Evernote or

  1. Are there images over 100kbs?
  2. Does the sum of the images exceed 500kbs?
  3. Is the sender correct?
  4. Has the text been validated and approved by the editors?
  5. Has the layout been validated?
  6. Is the subject created?
  7. Segmentation: is the audience correct?
  8. Is there a plain-text and alt text email in the images?
  9. Are the links ok?
  10. Was a test sent to 2 different people for validation?

These are the main points we consider before sending our emails. We only fire if all options are validated.

There’s nothing to stop you from creating your own, it’s even better to do it that way, as there may be particularities in your organization in terms of approval.

4. Tools for analysis

Our analysis is greatly facilitated by the use of RD Station Marketing. We pulled ready-made reports straight from the tool and inserted them into Google Sheets.

There are also other external tools that we use to analyze the deliverability of our emails. Let’s talk about which ones are below.

What Email Marketing metrics do we analyze?

  1. Delivery;
  2. Opening;
  3. Clicks;
  4. Conversion rate (action after click, for example, filling a Landing Page);
  5. Qualified Leads generated;
  6. Leads accepted by sales;
  7. Opportunities;
  8. Sales.

And what tools do we use in these analyses:

  1. RD Station Marketing ;
  2. Google Analytics ;
  3. Sender Score ;
  4. Mail-tester ;
  5. MX Toolbox ;
  6. Google Postmaster ;
  7. Google Sheets.

After analyzes are computed and organized, we report via Google Docs to our managers.

We hope that everything you needed to know about Email Marketing tools is now clearer. Remember that, if you are looking for a tool, regardless of the chosen Email Marketing software, during the evaluation, it is always important to do a trial period to check all the points presented and see if your company will get used to the tool.


So that you understand when to use each of the tools, they were divided into topics related to the daily life of an Email Marketing professional Email Marketing Tool is used for creating email marketing campaigns. Most tools enable the creation and editing of the email template, storage of contacts (Leads), email triggering and monitoring, measuring…