What Is Email Marketing Software?

The core features are: a list builder and subscriber management, an email editor (drag-and-drop or HTML), automation sequences, segmentation and tagging, analytics (open rates, click rates, revenue attribution), and deliverability tools. Advanced platforms add landing pages, A/B testing, and CRM integrations.

Mailchimp uses a list-based model and is designed for traditional small businesses sending promotional newsletters. ConvertKit uses a tag and segment model designed for content creators — bloggers, podcasters, and course sellers. ConvertKit is generally easier to use for complex automation; Mailchimp has a larger template library and better e-commerce integrations.

Use a custom sending domain (not gmail.com), set up SPF, DKIM, and DMARC DNS records, keep your list clean by removing inactive subscribers, avoid spam trigger words, and always use double opt-in. Deliverability varies by platform — dedicated IP addresses (available on higher plans) improve it further.

Yes — consistently. Email marketing typically delivers $36 for every $1 spent (DMA). Unlike social media, you own your email list. Algorithm changes cannot remove your audience overnight. Open rates have risen since Apple Mail Privacy Protection made spam filtering more sophisticated on both sides.

Average open rates vary significantly by industry — 20-30% is typical across most sectors. Creator and newsletter lists often see 40-60% if they maintain good list hygiene. Click-through rates average 2-5%. Focus more on revenue per email sent than open rates, which are increasingly unreliable due to Apple's mail privacy protection.