Choosing an email marketing service provider can be a time-consuming, research-intensive task if you're not sure what to look for. Before you purchase any email marketing software try asking yourself these questions about the service you are considering:

1. Pricing Comparable with Feature Set

Does the service plan meet the 'Market Standard'?

The Email Marketing Software Options "Market Standard" defines what you should expect for an entry level service plan. You can also review the Expanded Pricing comparison page to see how the products stack up at higher volumes.

Market Standard

  • Contact Based Pricing- 500 minimum
  • $15 Monthly Fee
  • Free Trial- 15 day minimum
  • No start up fee
  • 100+ Templates
  • Image Hosting
  • Clickable Data Links
  • Customer Service 9am-8pm EST M-F

2. Ease of Use

Does the service provide functional features and easy-to-use email tools? Â

In addition to the 'Market Standard' listed above, an email marketing software solution should simplify four processes:

Creating email:
Look for Email Creation Wizard, Campaign Scheduler and Anti-spam Check.

Sending email:
Look for easy-to-use Subscribe/Unsubscribe Buttons, Email Confirmation (Double Opt-in), Auto responders and Anti-spam Compliance.

Managing email lists:
Look for List Import Plugins, List Segmentation and Bounced Email Management.

Tracking & Reporting email delivery/success rates:
Look for detailed Real-time Reporting on Click-thrus, Bounces, Views and Opt-outs.

3. Expected Volume of Use

What will my mailing list size look like? How much monthly volume will I be sending?

If you are going to have a high monthly volume, then you should really only consider contact-based service plans. Contact-based services will usually allow you to send unlimited messages to your contact list every month, but some providers limit the number of mailings per month. Â However, if you're only planning to send one email per month to your contacts, email-based service plans can be a less expensive option.

4. Images

Does my marketing strategy rely on images or picture links? Will I be sending image-heavy emails?

Though a few options provide unlimited image hosting, most email marketing software providers do not provide much image hosting space with their standard monthly plans. However, most offer upgrades for an additional fee (usually around $5/month).

But take care to note how much hosting space you'll actually need. For example, iContact offers up to 2MB (approximately 100 images) of additional hosting space for a 20% premium on your monthly fee (just under $2/month at the most basic level), while Constant Contact gives you 25 MB (approximately 1,200 images) for $5/month.

5. Templates

Will I need a range of email templates? Will I be mostly providing my own HTML?

More templates do not necessarily equal more bang for your buck. Most email marketing service providers will provide you with a list of email template categories from which to choose when creating an email. The categories include: retail, real estate, restaurants, travel, advertising, law firms, etc.

You will most likely never even use many of the categories provided in the template galleries. Just be sure that your provider has the template categories you are looking for.

Your email marketing software should come with an HTML editor to help you create your emails. But if you want something more unique and aren't very design savvy, then you might consider purchasing a custom design.

Check out the examples on the providers' websites before you buy. OnMarketer, for example, has some particularly professional looking custom designs for a relatively low price.

6. Feature Set

Will I need survey emails? Â Do I want to select the "from" email address when sending an email? Are these services worth an additional fee?

Survey emails allow you to poll your email recipients and easily get feedback from customers. The pricing and availability for this feature varies among email marketing service providers. iContact and Benchmark Email are two options that will include survey emails for free.

Most providers will allow you to set the "from" email address to the address of your choice for free, though a few providers will charge a fee. This feature can be very important for branding.

Check the Provider Reviews page for more details on the different features of each provider.

7. Branding

Do I care if my emails are tagged with the service provider's brand logo?

In general, most providers will charge you a fee to eliminate their brand from your emails. Constant Contact and Benchmark Email will let you remove the logo for free.

8. Upgrades/Add-ons

Am I interested in a Mobile or Outlook version of email marketing software or other special add-on features?

Email marketing service providers advertise different add-on features. Â For example, OnMarketer will give you an Outlook plugin and/or mobile version for double the price of your service plan. GetResponse offers an ezine (electronic magazine), newsletters and campaign archiving/hosting for double the price.

9. Discounts

Do I want to make a bulk purchase in advance to take advantage of discounts?

Some email marketing service providers give a discount if you pay for at least one year of service in advance. For email-based service plans, a discount will be applied if you make a bulk purchase.

Check the Expanded Pricing Grid for more details on service pricing plans.

10. Support

Do I expect reliable phone and online chat support or online tutorials?

With all the tools that email marketing software provides, you still may encounter difficulties in setting up, using or optimizing your service. Look for online demos, tutorials, or coaching services to help make your email marketing experience trouble free. Also note the customer service hours of each provider.