Key Email Marketing Features |

Key Email Marketing Features

There are several key features you should look for when choosing the email marketing software right for you. The following features are all included in our Market Standard, which is a set of metrics we use to compare each vendor.

Check out our email marketing comparison grid to see which top vendors offer the features below.

A/B Testing

A/B testing allows you to create two slightly different versions of the same email campaign. With A/B testing, you are able to test certain elements of your eNewsletter in order to determine the performance of each version with the intent of improving the quality, open rates, and clickthroughs of future campaigns.

Some variables you are typically able to test with A/B testing include:

  • Subject line
  • Date sent
  • Time Sent
  • From address
  • And more


Learn more about email marketing autoresponders.

Google Analytics

Google Analytics is a tool that tracks the activities of visitors to your website, whether that visitor originated from a search engine, an email marketing campaign, or typed in your website address directly. It also records how long visitors spend on each page, what pages they visit, whether or not they buy something, and what outbound links they click on to leave your website. Google Analytics organizes this data and allows you to generate reports that can be extremely valuable in assessing the effectiveness of your website’s ability to communicate with your visitors, as well as the effectiveness of your various efforts to increase quality traffic to your website. Integrating tools like Google Analytics can provide you with valuable statistics to monitor and improve your email marketing campaigns.

Social Network Integration

With more than 500 million active users, Facebook has become one of the most popular websites in the world, so there’s no denying that social networking sites like Facebook—and Twitter and LinkedIn—are incredibly viable resources for reaching out to your customers and meeting prospective clients. Many email marketing companies offer ways for you to easily integrate social networking into your email campaigns, and this integration is an easy and valuable way for you to grow your reader list.


WYSIWYG stands for “What You See Is What You Get” and is an email creation editor that precisely represents what your email will look like to your readers while you are editing it. In general a WYSIWYG gives you the ability to directly manipulate the layout of your email campaign. These editors are usually much easier for beginners as opposed to HTML editors, which are much more difficult to master but can provide more flexibility. For beginners, we strongly recommend selecting email marketing software that offers a WYSIWYG editor.

View our email marketing comparison grid.