FunnelBrief · Publisher information

Choose an Email Marketing Platform

Start with the work you need to run. A publication, a store and an online teaching business can all send email while needing very different systems around it.

Write one complete journey

Describe how a person discovers you, gives permission, receives the promised content and encounters a relevant offer. Include what happens after a purchase, a failed payment and an unsubscribe. A product that handles the happy path but misses these exceptions may create manual work later.

Compare the same capacity

Use the same real audience size, monthly message volume, people and domains when requesting quotes. Keep monthly billing separate from annual commitments. Record the regular renewal price alongside any temporary discount. A starting price is useful only with the associated limits and assumptions.

Separate essential from optional

Essential functions are those used by the current business. A weekly newsletter may need a reliable editor and audience organisation. A store may need order-based events and customer segments. A live educator may need registrations, reminders, webinar capacity and delivery. Avoid paying for a future operating model that has not been defined.

Test the integrations

A directory logo does not prove that every event or field is supported. Verify the actual connection with your store, payment provider and other services. Test a representative order, cancellation and data update using supported test processes. Decide who will notice and fix a failed connection.

Treat permission as part of the system

Preserve consent, source and suppression records. Do not import purchased or scraped lists. Use a clear signup promise and honour unsubscribes. Moving to a new platform does not create new permission to contact people who opted out.

Measure a useful outcome

Opens are affected by inbox privacy features. Clicks can show interest, but they are not confirmed paying customers. Define the outcome that matters and check whether the data actually identifies it. A change in software does not establish that revenue improved.

Plan the handover

Test a small permitted sample before moving an established audience. Authenticate the sending domain, rebuild a representative sequence and check every exit condition. Keep only one system sending each live sequence during the move. Retain enough history to answer customer questions.

Make the decision

Choose the option that supports the defined work at a sensible complete cost. Include the services you would keep and the time needed to maintain them. If two options perform the required work well, prefer the process your team can operate consistently. Read our editorial policy for how FunnelBrief applies these principles to its reviews.