The best email marketing platforms will equip you with tools like intuitive email builders, email templates, and ways to personalize emails. They also offer advanced features like segmentation and automation to help you engage subscribers and strengthen customer relationships. Finally, each service should have a strong infrastructure to make sure your emails get delivered.

Features to look for:

Email lists. Creating email lists is a must-have. From there, you should be able to easily create campaigns to target your lists (like “newsletter subscribers”). Good email list management will help you send emails that are relevant to different audiences and get your emails in the inbox. 

Signup forms. A staple for lead generation. Signup forms are placed on your website and social media to find new leads and build your email list.

Customer segmentation. Your email marketing service should also help you target specific audiences and interest groups. Use segmentation to further tailor your marketing campaigns for higher success.