Mailing tools: what they are, features and how to choose the best one

Mailing tools, also known as bulk email platforms, emailing software or email marketing tools, are online applications that facilitate the creation, sending and analysis of email campaigns.

In other words, instead of having to send emails one by one manually, you’ll have an automated infrastructure that allows you to:

• Segment your contacts
• Personalize the content of your messages
• Schedule sends for the best possible time
• And even receive detailed reports on the effectiveness of each campaign.

These solutions arise from the need to optimize the time and resources invested in communicating with the target audience.

In modern marketing, it is not enough to send a generic message to an entire contact list.

Instead, the ideal approach is to use mailing tools capable of:

• Adapting content to each recipient
• Measuring open rates
• Tracking the percentage of clicks on links
• Measuring conversions
• And analyzing the behaviors resulting from campaigns.

This way, you can gain valuable insights to improve your messages, adjust sending frequency and optimize the profitability of each action.

Main Features of Mailing Tools

There are numerous email marketing platforms on the market, and each one offers different features.

However, we can highlight some common features that are usually present in most mailing tools:

Custom template design

A key advantage of these services is the ability to create emails with attractive, professional designs.

This includes visual elements, customized sections, and integration of your brand identity.

Additionally, many of these software solutions offer drag & drop editors, making the creation process simple even for those without programming or design skills.

Advanced contact segmentation

A good email marketing tool lets you split your subscriber list based on specific criteria, such as age, geographic location, interests, purchase history, or previous email reading behavior.

This segmentation ensures that the message reaches the people who are interested in it, increasing the chances of getting better results.

Campaign automation

Automation is perhaps one of the most valuable features of mailing tools.

With it, you can schedule email sending based on certain triggers, such as when someone subscribes to your newsletter, makes a purchase, or abandons a shopping cart.

These automated workflows save time, keep the message consistent and increase conversion rates.

Analytics and results measurement

Every email marketing strategy must be measurable.

These platforms provide access to detailed statistics, including reports on opens, clicks, unsubscribes, conversions and the revenue generated.

From this data, ongoing adjustments can be made to campaigns, content can be improved and effectiveness can be increased.

Integrations with other marketing tools

It is very common for mailing tools to integrate with other resources, such as CRM systems, e-commerce platforms, social media, lead management tools and even data analysis platforms.

These connections ensure that information flows in an organized and centralized manner, making it easier to make data-driven decisions.

Why Use Mailing Tools in Your Marketing Strategy?

Adopting a bulk email platform can make the difference between ineffective communication and a strong marketing strategy. Some of the advantages include:

Cost efficiency

Manually sending emails to dozens or hundreds of contacts would not only be a logistical nightmare but also a waste of time and resources.

With an email marketing tool, the whole process becomes faster and more efficient, allowing you to save both money and work hours.

Personalization at scale

These solutions not only allow a higher level of personalization, they also make it easy.

You can send specific messages to each segment of your audience, addressing them by name, referring to their past interests, or making recommendations based on previous purchases.

Increased conversion rate

By delivering more relevant content with the right message at the right time, your email campaigns will have a much better chance of driving conversions, whether in the form of sales, sign-ups, downloads or any other goal you pursue.

Better customer relationships

Maintaining constant, friendly, and useful communication with your subscriber list builds trust and closeness.

Over time, the relationship grows stronger, which translates into greater audience loyalty and, as a result, a positive impact on your brand’s reputation.

Measurement and continuous improvement

Mailing tools allow for detailed tracking of results, providing a solid foundation for decision-making.

If something isn’t working, you’ll know quickly and can change your strategy.

If something works, you can reinforce that action for greater impact.

How to Choose the Best Mailing Tool?

The wide variety of email marketing platforms can be overwhelming.

Therefore, before deciding on one, you should consider some key criteria:

Ease of use

A simple, intuitive interface makes all the difference, especially if you are just starting out in digital marketing.

Make sure the tool you choose offers an easy-to-use template editor, clear segmentation options and clear reporting dashboards.

Segmentation capabilities

The ability to filter and divide your database based on specific characteristics and interests is crucial to the success of your campaigns.

The more precise the segmentation, the higher the conversion rate.

Automation features

Before subscribing to a service, research the campaign automation options it offers.

From welcome emails to abandoned cart recovery, these automations can be key to optimizing return on investment.

Analyzing results

Make sure the tool provides detailed campaign statistics, such as open rates, clicks, conversions, and other data.

This level of analysis will allow you to adjust your strategies more effectively.

Integrations with other platforms

If you already use a CRM, an online store, or analytics tools, it is advisable that the mailing tool integrates with them.

This synergy facilitates information management and provides more comprehensive reports.

Value for money

Consider your business budget.

There are free options with limitations and more advanced paid ones.

Carefully evaluate your needs before committing to an expensive plan that you might not fully utilize.

Example of a Mailing Tool: Mailrelay

Among the solutions available on the market, Mailrelay stands out for its ease of use, versatility and segmentation capabilities.

This emailing tool offers a free plan with powerful features, including the ability to send campaigns to thousands of subscribers at no upfront cost, making it a very attractive option for those who want to get started with email marketing without taking on too much risk.

Additionally, Mailrelay provides quality technical support and an intuitive interface, suitable for both beginners and experienced digital marketing professionals.

Its drag & drop editor allows for quick creation of personalized newsletters, while its statistics system provides real-time data to understand how your campaigns are performing.

In numbers: the free account lets you send up to 80,000 emails a month to 20,000 contacts, with chat, ticket and phone support. Paid plans start at €48 a month. If you want to see how it compares with other platforms based on your list size, check out this comparison of mailing tools by number of contacts.

Best Practices to Maximize the Use of Your Mailing Tools

Having email marketing software is only the first step.

To fully leverage its potential, it is advisable to apply certain best practices:

Build a quality subscriber list

Forget about buying databases.

It is better if your contacts voluntarily subscribe to your list.

This way, you make sure you are reaching people who are interested in your messages.

Set clear goals

Before launching a campaign, ask yourself what you want to achieve: more sales, more website traffic, downloads of a resource, etc.

Having a specific goal will help you design more effective emails.

Create relevant content

To stand out from the competition, your emails must be useful, informative, and engaging.

Avoid spam and generic messages, and make sure each email provides value to your subscribers.

Use segmentation wisely

Send messages tailored to the needs and preferences of each contact group.

For example, if you sell sportswear, one segment may be interested in running gear, while another prefers yoga attire.

Test and optimize

Don’t settle for the first results.

Experiment with different subject lines, calls to action, sending times, and frequencies.

Analyze the data and apply continuous improvements to boost performance.

Watch your sending frequency

Bombarding your subscribers with constant emails can lead to fatigue or, worse, unsubscribes.

Find the right balance—neither too frequent nor too scarce.

Which mailing tool to choose

There is no mailing tool that is perfect for everyone. Choose one that lets you start for free, has the features you will actually use (editor, segmentation, automations and statistics) and doesn’t suddenly get expensive as your list grows.

Test it with a real campaign before deciding, and apply the best practices in this guide: a permission-based list, clear goals, useful content and a frequency your subscribers appreciate.

Frequently asked questions about mailing tools

These are the most common questions when choosing mailing software.

What is a mailing tool?

It is an online application for creating, sending and measuring email campaigns sent to a contact list. It includes a template editor, subscriber management, scheduled sending and statistics.

Are there free mailing tools?

Yes. Many platforms have a free plan with limits on contacts or sends. With Mailrelay, you can send up to 80,000 emails a month to 20,000 contacts for free. You’ll find more options in free mailing.

Is a mailing tool the same as an email marketing tool?

Yes, they are two names for the same type of platform. You can see how to choose one step by step in email marketing tool.