Updated 7 October 2026
There is no single best email marketing tool for every business. Compare the work you need to do, the cost of growth and the ability to leave.
Define the essentials
List your audience size, sending frequency, signup forms, segments and any automation you genuinely need. Test the editor with a real message and check the mobile result. Complicated features have little value if nobody maintains them.
Check consent and account control
Look for useful consent records, unsubscribe handling and permissions for staff. Review the provider’s data practices and agreement. Keep the account, billing and sender domain under business control. A tool does not make an unlawful list acceptable.
Compare the ongoing cost
Check how charges change with contacts, sends and features. Review limits, support, integrations and export options. Confirm whether unsubscribed or inactive contacts count toward billing. Provider plans change, so compare current terms before choosing.
Your next move
Trial the same small campaign in a shortlist of tools. ITG can help define a simple template and website signup flow before you commit.
Further reading: Canada’s anti-spam guidance.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!