MARKETING

How to choose an email marketing platform

By The Biz List · Research-based guide

Before comparing platforms, decide who your email list is for and what you want to send. A regular newsletter, a welcome sequence, and a client follow-up process can involve different requirements.

Write the plan before picking the platform

Describe your first three emails and how someone would subscribe. That simple exercise gives you a concrete workflow to test.

For a consultant, the list might share useful guidance that helps prospective clients understand their options. For a creator, it might connect new content with a recurring newsletter. Choose the platform around the work you intend to do.

Test the everyday editing experience

Create a draft email and view it on a phone. Try adding a link, image, and short introduction. If editing the kind of email you will send regularly feels awkward, a long feature list will not fix that friction.

Build the signup path

Check how a form fits on your website, what a subscriber sees after signing up, and how the first email is triggered. Make sure the form can explain what readers will receive.

Compare the automation you actually need

List a few concrete actions: send a welcome email, deliver a resource, or place subscribers into a topic group. Verify which plan supports that sequence and whether you can understand and edit it easily.

Understand how costs grow

Compare the current plan limits for subscribers, sends, users, and automation. Check how inactive contacts are counted and what happens when your list grows beyond the plan.

Keep moving your list in mind

Review how you export subscribers and their relevant fields. Find out what information can move with you if you switch platforms later.

Two starting points

Kit and MailerLite are options to explore. Create the same small test in each, compare the plan you would need, and choose based on your workflow.

Official product information: Kit · MailerLite. Check current plans before choosing.