How to Choose the Right Emailing Platform

At Mailkit, we believe that technology makes sense when it meets real needs. That's why we've prepared an overview of six areas to help you gain more clarity and ultimately make the right decision.

1. Clearly Define Your Expectations

Before you dive into comparing features and pricing, be clear about what you really want. What are your goals? Who is your team? How complex are your campaigns? Do you need help with emailing, or can you handle it all yourself?

Start by imagining your “ideal world.” Grab a pen and paper and write down what you’d ideally like to send to your customers, regardless of your current capabilities or budget. This list will help you set short- and long-term priorities and avoid a platform that could quickly feel limiting. 

2. The Quality of Support is Key

Can you handle a new tool alone, or do you need support? Depending on the answer, support can be a key differentiator when deciding which platform to choose.

Find out:

• How quickly, in what language, and through what channels does support respond?
• When will support be available?
• What is free and what will you have to pay for (think several years ahead)?

• Will you get a dedicated contact, or someone new each time (bot, project manager, etc)?

3. Functionality and Scalability

Some tools are beginner-friendly for simple campaigns (easily accessible, manageable, cheap or even free) but as you grow, your demands and expectations will grow too. A basic tool may not be able to keep up. Consider the cliché about cars when comparing number one Fabia vs. Mercedes S class. Both vehicles are fine, but each offers incomparably different parameters, for a significantly different target audience.

Focus on:

• Compatibility with your “ideal world” list.
• What you can manage yourself vs. what requires provider help (watch for hidden costs).
• The basic, standard and enterprise version levels that are often offered. What do you get for free, and when will you have to upgrade? What does this mean in terms of immediate and long-term costs?
• The ability to handle multiple languages, international campaigns (in case you expand).
• Integration capabilities (CRM, e-shop, analytics - the same applies to these tools, and you will also increase your needs for them over time).
• Campaign automation and data management. Do you run into obstacles when you do the basics?
• Data quality in reports, A/B testing, recommendations, API options, loyalty system and other advanced features. You can only grow if the tool allows you to.

4. Deliverability: If Your Emails Don’t Arrive, You Won’t Make Any Money

You might have a great tool, fantastic content, perfect design, attractive product, and a thoughtful strategy—but if emails don’t reach the inbox, it's as if you never sent them. You’re only generating costs.

Ask:

• What exactly happens when you click “send”? That’s probably the thinnest line between your success, and holding your head in your hands.
• Who handles sending and delivery? Is it the tool provider, or a third party?
  • If a third party, who is it, and why do they use this tool?
• What is the sender's reputation? That determines their ability to deliver.
• And the key thing is: what happens when something goes wrong and all your emails end up in spam? At that point, your business is KO'd and you have to get back on your feet. Will it take an hour or a week? It can be a matter of a simple complication or an existential crisis.

5. Security and Legal Assurance

Email marketing works with sensitive data. GDPR and other regulations are not just stories–they are a reality that precisely defines your rights and obligations. You are responsible because you are the sender. You approach your business responsibly, right? It can't be any different here.

Ask:

• Where, for how long, and how is data stored? Who has access to it?
• Does the vendor claim your data is safe? If so, based on what assurances?
• Are there subcontractors and therefore subprocessors of personal data and sensitive data (and here we are again - is the platform sending your mail, or a third party)?
• Is the platform compliant with GDPR and legislation in general? It's not just about the Czech Republic. The Internet knows no borders. It is global, and you'll definitely have more responsibilities than you might think - so err on the side of increased security.
• How is your data protected contractually? If the worst happens, are you protected?

6. Price, But in the Context of Value

Price should never be the only criterion. A cheap solution can end up costing you many times more due to missing features, having to pay for every modification, consultation, or poor deliverability. Unfortunately, all too often it is the first disqualifying criterion. Suppliers know very well what the market offers, how they perform compared to the competition, what they are strong at, what they are weak at, and the pricing of their solutions is set with those strengths and limitations in mind. A more expensive tool can earn you twenty times more at the end of the day, and a cheap one can be a black hole for money.

Consider:

• Differences between versions (basic vs. enterprise).
• What determines the pricing model: database size or number of emails?
• How quickly and easily can you work with the tool (time and human resources are easy to cost). Remember: today’s needs may change by next year.
• What is the price for additional modules, support, integrations?
• What are the financial consequences if the tool fails?
• Is a potential supplier offering a suspiciously high discount? They may know of a way to make up for it over time.
• Do you want to work with the provided technology yourself, or are you considering an agency/consultant? For what, for how long, and at what intensity? Maybe you just want to help build the “main pillars” and then you can handle it yourself. What will it cost you? Will the tool provider allow for something like this?

Conclusion: There is No One Perfect Tool for Everyone

There is no one right answer. No tool is designed to suit everyone. Every development has a clearly defined target group – some are aimed at the masses, others at companies with specific requirements.

The most important thing is to think it over very carefully from the beginning. If you know clearly what you are looking for, your choice of tools will be much more precise (send a RFP - Request for Proposal). Take the time, talk to your colleagues, and find out the cross functional needs and demands across departments in your company. Believe me, a potential supplier will appreciate a well thought out and relevant demand.

If Mailkit is a good fit for your RFP, don't hesitate to contact us. We will be looking forward to meeting you! :-)