Email marketing terms

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Email Marketing Tools

Email marketing tools are tools marketers use to create, send, test, optimize, and report on their email campaigns. One of the most common email marketing tools is an email service provider, or ESP, like Campaign Monitor. Campaign Monitor enables businesses to craft beautiful emails, create automated journeys, and deliver personalized messages that improve your relationship with customers. 

ESPs often integrate with key technologies your business needs. For instance, Campaign Monitor’s Salesforce integration enables you to automatically pull in key data that will power automated, personalized email campaigns. This means you can deliver exactly the right message at the right time to the specific subscriber, building better relationships. These integrations and built-in features are examples of tools within a tool.

When choosing an ESP, or any type of email marketing software tool, you want to make sure that the features offered are appropriate for your business goals. Too often, brands end up spending too much money on a tool with features they don’t even use. Likewise, saving money by choosing an ESP that doesn’t offer all the features you need. Without the right features, you’re leaving money on the table. That’s why Campaign Monitor offers several types of pricing plans so you can choose between Pay As You Go and a more robust plan.

But an ESP isn’t the only type of email marketing tool. An email marketing tool could be a specific tool related to email marketing like an email subject line generator, or an inbox placement testing tool, or a suite of tools that enables a marketer to do all their email marketing end-to-end.


Campaign Monitor is an example of an email marketing tool. The Inbox Preview Tool is an example of a tool within the tool.

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