WHAT EMAIL PLATFORMS TO USE & WHY
Here you have it — my comprehensive vetted list on the most popular email platforms and their pros and cons. I am so often asked about what email platforms I recommend for clients and with a plethora of options out there, I know just how overwhelming it can feel. Which one has the features I need? Is it too robust for my needs and bandwidth? Which one can I personalize? Does it have easy and cute templates? So on and so forth. While there are a few platforms I ride and die for, there are some that also do the job just fine to get your started. My #1 advice is to simply just start. Pick one of these that speak to you and start writing, creating, and building your list. You can always move platforms later — don’t let the tech stop you from getting started.
Klaviyo
Also known as my work wife — not a day goes by when I am not on Klaviyo. If you are an Ecommerce brand, you can stop reading here and click on over to sign up for Klaviyo. It truly is the one-stop-shop kinda platform where you can learn about your customers, build segments, create automations, send campaigns, build a SMS list, and so much more. There is something like 250+ integrations too from Shopify, Stripe, Typeform, Google Ads, Meta, etc. it makes it so easy to connect all your data into one spot. I cannot recommend Klaviyo enough, their help team is also superb, they are so nice and help with any troubleshooting. My only “con” is that there are not pre-built cute templates, however they have been working on building that part out I feel like with AI. I always design assets off the platform within Figma, Adobe XD, or Canva then export to upload, et voilà! I could go on and on about Klaviyo, but this is the skinny on it — if you are a product based business you need to get on here. Read more about it HERE and if you want to hear more of my opinion, send me a DM! I give Klaviyo a 10/10.
Flodesk
If you are a service based brand or a personal blog/influencer type, Flodesk might be just the thing! A big pro is that they have cute pre-designed templates you can easily personalize with your logo, colors, and images. They do have an automation feature and some smart flows i.e. an abandoned cart. It’s pretty simple, I like flodesk, the robust data and segmentation part is not there however, which is why I only recommend it as a starting point. That’s the biggest pro here, they make email marketing as a brand less daunting. You can simply get started sending beautiful emails and sign up forms without having to hire someone. I give it a 7/10.
Mailchimp
I’ll give Mailchimp this — I think they really are working hard on themselves. In my opinion and experience, it’s clunky, feels a bit out of date and behind in terms of other platforms. However! It looks like they have come a long way in updating their templates and user experience, but still it’s giving me mid-tier feels. I’d say if you are really looking to get serious with email, build a list, set up automations, and dig into customer behavior data, just go to Klaviyo. I give it a 5/10.
Substack
Substack is great — I use it! It’s a perfect hybrid of blog meets newsletter and for that it’s a yes from me! However, I would not recommend it for any ecom brand. It could work with the right strategy, like if you are writing it as the POV of the founder or send seldom emails and treat this like a blog, but you are unable to connect your products, build automations, and so forth. Lastly I will add, please if you are wanting to turn on paid subscriptions, think about leaving some articles unlocked. You will have better success if people are able to sample your content and see if they 1) like your style of writing 2) resonate with your words and thoughts and 3) want more from you. Substack is low key, it’s chill and feels low lift, which for that it gets a 8/10 in my book.
Squarespace Campaigns
If Klaviyo is my work wife, Squarespace is my work bestie. I have been an avid user and advocate for Squarespace since my first blog launched in 2012 — 12 years ago! All of my website have only ever been on Squarespace and I have built countless of other client’s site on here as well. They have come a long way over the past decade and their email campaign side of things is really decent I’ll say! It is a little bit limited with style, clunky with importing .pngs of designs, mine always end up grainy. But! It does the job. If you are a service, few product, or personal brand I recommend it — of course only if your website is hosted on Squarespace. It’s a great starting point to dip your toes into the space, there’s automations, and smart flows, sign up forms and all the little bits and bobs you need. I give it a 7/10.
Kajabi, ConvertKit, Omnisend, etc.
You’ll see a whole bunch of other platforms out there — even I haven’t even used them all. What I’ll say is first identify what your goal is with email marketing — why do you want to do it? What do you want to say? What do you want your user to do with it? From those answers, this will help guide you to a platform choice. If you are a data/numbers focused brain a platform like Klaviyo or maybe ConvertKit would be really fun for you! If you’re looking for easiness and fun-ness maybe Substack or Flodesk is just the thing. Do your research, sign up for free trials to test out the interface. It’s about finding a platform that let’s you be consistent and not frustrated, if you find that, that’s a 10/10 in my book.
