Email marketing tools
Email marketing tools are software with which companies create, send and analyse newsletters and automated email sequences. They manage recipient lists, ensure lawful sign-ups through the double opt-in procedure and supply metrics such as open and click rates. Modern tools range from simple newsletter sending to complex automation with segmentation, A/B tests and connections to a shop or CRM. The choice of the right tool depends on audience, data protection requirements and the degree of automation wanted and shapes the whole email channel's efficiency in the long run.
Also known as: newsletter software, email marketing software, email sending tools, newsletter tools
Which features should an email marketing tool offer?
A good tool covers a campaign's whole life cycle. That includes a drag-and-drop editor for attractive templates, clean list management with double opt-in, and personalisation through placeholders and dynamic content. Without that basis, every send stays piecemeal and does not tap the channel's potential.
Also decisive are automation and Segmentation. Welcome sequences, cart abandonment emails and reactivation campaigns ideally run on rules with nobody intervening by hand. Fine segmentation by behaviour, interests or purchase history raises relevance and thus the Conversion rate noticeable.
Deliverability should not be underestimated. Professional providers maintain a good IP reputation, support SPF, DKIM and DMARC and offer tools against being classed as spam. Only when emails reliably reach the inbox do good content and segments pay off at all.
Solid analysis matters just as much. Open, click and unsubscribe rates as well as Conversion tracking show which subject lines, content and send times work. Built-in A/B tests and a connection to Google Analytics 4 turn the newsletter into a measurable channel rather than a shot in the dark.
Mailchimp, Brevo, CleverReach, Klaviyo and HubSpot compared
The popular tools set different priorities. Mailchimp is widely used as an all-in-one solution and friendly for beginners but hosts primarily in the US, which raises GDPR questions. Brevo and CleverReach score with EU servers and a focus on the German-speaking market and are therefore often the obvious choice for companies sensitive about data protection.
For e-commerce, Klaviyo is particularly strong because it integrates deeply with shop systems and uses revenue data directly for automation. HubSpot, in turn, combines Email marketing with a fully fledged CRM and suits companies that want to bring marketing, sales and service together on one platform. The table below classifies the tools by audience, data protection, automation and price bracket.
The prices are to be read qualitatively: they depend heavily on contact numbers and sending volume. Beginners do well cheaply with Brevo or CleverReach, while Klaviyo and HubSpot get noticeably more expensive as the feature set grows.
| Tool | audience | GDPR / EU servers | Automation | Price range |
|---|---|---|---|---|
| Mailchimp | SMEs, beginners | mainly US hosting | solid | medium |
| Brevo | SMEs, DACH | EU servers, strong on GDPR | very good | low to medium |
| CleverReach | DACH, mid-market | German hosting | good | low to medium |
| Klaviyo | E-commerce, shops | EU option available | excellent | medium to high |
| HubSpot | B2B, larger teams | EU hosting selectable | excellent | high |
Implementing the GDPR and double opt-in correctly
In German-speaking countries, capturing recipients lawfully is a duty. The double opt-in procedure is the standard: after signing up, the contact receives a confirmation email, and only after clicking the link does the consent count as given and documented. That log is the proof of clean consent in the event of a dispute.
Where data is processed matters too. Tools with EU servers such as Brevo or CleverReach make GDPR compliance easier, while US providers require additional contractual safeguards. Every newsletter needs a working unsubscribe link, a legal notice and a transparent privacy notice.
Handling consent cleanly protects you legally and improves data quality. Sending only to genuinely interested contacts brings higher open rates and better deliverability, because fewer recipients mark messages as spam.
Choosing the right tool
The selection starts with your own requirements, not the providers' feature lists. Plain newsletter sending makes different demands from a shop wanting to use revenue data for automation. Anyone wanting to interlock marketing and sales closely benefits from a tool with a built-in CRM.
Look at how it integrates with your existing landscape: shop system, website or Marketing dashboards. A tool that connects cleanly to Google Analytics 4 and your data sources delivers far more meaningful analysis than an isolated point solution.
Test candidates with a real use case before committing. Ease of sending, the editor, deliverability and support only show themselves in practical use. Since many providers can be cancelled monthly, a switch is possible later, but a well-considered start saves migrations.
Calculate not only the licence cost but the total effort, too. Getting up to speed, building templates and maintaining the automations take time that should feed into the choice of tool. A slightly dearer tool your team masters quickly and that delivers clean data into your marketing dashboards is often the more economical decision than a cheap but unwieldy solution.
Frequently asked questions
Which email marketing tool suits the DACH region best?
For companies in German-speaking countries sensitive about data protection, Brevo and CleverReach are often the obvious choice, because they use EU or German servers respectively and are oriented on that market. Mailchimp is widespread and friendly for beginners but hosts primarily in the US, which requires additional contractual safeguards. In the end the best choice depends on audience, the automation wanted and budget.
What is the double opt-in procedure?
In double opt-in, a recipient confirms their newsletter sign-up in a second step: after entering their details they receive a confirmation email and have to click a link for the consent to be valid and documented. This procedure is the legal standard in German-speaking countries and serves as proof in a dispute. Good email marketing tools implement it automatically and log the consent.
What do I need to watch for on deliverability?
For emails to land in the inbox rather than in spam, a well-kept sender reputation and the correct setup of SPF, DKIM and DMARC are decisive. Professional tools support these authentication methods and monitor delivery rates. Clean list hygiene helps too: sorting out inactive contacts and sending only to interested recipients improves the reputation and with it deliverability for the long run.
Do I need a tool with a built-in CRM?
An integrated CRM pays off above all where marketing and sales work closely together and are to share contact histories. HubSpot combines email marketing, CRM and sales functions on one platform and so avoids data silos. For sending newsletters alone, by contrast, a specialised tool such as Brevo or CleverReach is entirely enough and mostly considerably cheaper.
How much do email marketing tools cost?
Prices depend heavily on the number of contacts and the sending volume. Brevo and CleverReach start cheaply and suit beginners, while Klaviyo and HubSpot move into higher price brackets as the feature set grows. Many providers can be cancelled monthly, so starting with a small volume and expanding later works well.
Can I connect an email tool to my online shop?
Yes, most modern tools offer integrations with common shop systems. Klaviyo is particularly strong here, because it uses revenue and purchase data directly for automations such as abandoned-basket or reactivation emails. Such connections allow personalised sequences that achieve considerably higher conversion rates than generic newsletters.
Related terms
Direct marketing by email and newsletter to win customers, keep them and grow revenue.
Platforms that automate recurring marketing processes such as lead nurturing and campaigns on a rule basis.
Software-driven automation of marketing processes such as email sequences and lead nurturing.
Dividing a heterogeneous market or customer base into homogeneous groups so that messages and measures can be targeted.
The process of winning qualified prospects, along with their contact details, for marketing and sales.
The share of visitors who complete a desired action — the central metric in online marketing.
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