Top 9 Email and SMS Marketing Software for Omnichannel Marketing

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To email or to text? That doesn’t have to be a question. There are several software solutions that include email as well as SMS marketing features.

Sure, you can invest in a platform for your email marketing and then in another tool for your SMS marketing. But that’s basically like getting a social media management platform for each social network. It’s completely unnecessary and definitely not the best approach if you want to streamline your marketing efforts — the reason for investing in this type of tool in the first place.

Now that you know that you can easily communicate and promote across both channels, here’s a quick look at why you should:

  • According to SMS marketing stats, SMS has an open rate of as high as 98%. What’s more, the majority of buyers will view your brand more positively if it sends SMS notifications.
  • While the average open rate is much lower for email, email marketing statistics reveal that email marketing can generate a return on investment (ROI) of over $40 per dollar spent. That’s massive!
  • If you’re operating in the B2B space specifically, email can be an invaluable tool for communication too. About half of B2B buyers email their order, while more than 40% use it for purchasing decisions, according to B2B email marketing stats.

To sum up, with email and SMS, you’ll know that your message will get opened without having to spend too much. It’s not a social media post lingering in someone’s feed that might get scrolled past. It’s this direct line of communication that email and SMS offer that make it an essential part of your communication and marketing strategies.


9 Leading Software for Email and SMS Marketing

Top
email sms marketing software
2024

1. Campaigner

Campaigner

Campaigner is almost as old as email itself. Founded in the late 1990s, it has grown to become one of the leading email marketing tools with several offices across North America and a client list that includes several Fortune 500 companies and names like Whirlpool, Xerox, and TripAdvisor.

Needless to say, if you’ve been that long in business, you should’ve received countless online reviews to back up your capabilities. Not only does Campaigner have hundreds of reviews on Capterra, but they’ve also been featured in several of their recent shortlists as a noteworthy product and established player.

As for features, Campaigner includes several automation features to help you reach your target audience at the right time in the customer journey. What makes it such a great tool for email and SMS marketing is that you can use it to send text messages directly via its platform as part of a standalone SMS marketing campaign or as part of your email workflow.

Key features include:

  • Geolocation targeting
  • A free phone number
  • Segmentation
  • Autoresponders
  • Recurring SMS campaigns
  • Personalized SMS content

Plans and pricing: Campaigner offers a number of subscription plans. For the ability to use email and SMS marketing, pricing starts at $104 per month after a generous free 30-day trial.

4.5 out of 5 stars
Campaigner helps you drive sales and revenue using advanced marketing automation, intuitive reporting, and powerful personalization through email and SMS. It even offers a version for eCommerce firms that features Shopify and Magento integration.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.4
Ease of Use
4.4
Support
4.6
Overall Score
4.5
Features & Pricing
Dynamic Content
Segmentation
Landing Pages
Email Templates
Automation Workflows
Conversion Tracking
Drag & Drop Builder
Reusable Content Blocks
Advanced Segmentation
Forms
Reputation Defender
Content Blocks
Geolocation
Conditional Content
Preference Management
Price starting at:$59
Pros and Cons
Lengthy free review period
Intuitive interface and user-friendly
Wide range of features
No forever-free plan for small users
Accessing the free trial isn't always as simple as you'd expect
Template navigation can be challenging
Best for: Small to medium-sized businesses (SMBs), although also viable for larger companies
4.5 out of 5 stars
Campaigner helps you drive sales and revenue using advanced marketing automation, intuitive reporting, and powerful personalization through email and SMS. It even offers a version for eCommerce firms that features Shopify and Magento integration.

2. Brevo (formerly Sendinblue)

Brevo (formerly Sendinblue)

Unlike Omnisend that zooms in on eCommerce sellers, Brevo also serves as a marketing partner for businesses operating in the B2B and B2C space as well as marketing agencies. It describes itself as an all-in-one digital marketing platform that can help growing SMBs with their marketing tasks.

It’s trusted by half a million users for sending millions of emails every single day. Notable email marketing features include its automation and personalization. Both these features have been rated as above average.

In addition to emails, it also supports SMS marketing. You can use it to send bulk SMS marketing campaigns, WhatsApp campaigns, or important transactional text messages like order confirmations or shipping updates. As transactional messages are often time-sensitive, it offers real-time deliverability reporting and engagement stats, helping you to monitor results.

All in all, it’s one of the most reviewed products. It boasts thousands of online reviews on popular review sites like G2 and Capterra.

Key features include:

  • Customizable email templates
  • A drag-and-drop editor
  • Email and SMS personalization
  • A/B testing
  • Advanced segmentation
  • Customizable sign-up forms

Plans and pricing: Brevo offers a number of subscription plans, including a free plan and custom pricing for enterprise clients. Pricing starts at $25 per month and SMS credits can be purchased for as little as $1 for 100 mobile text messages in the US.

4.4 out of 5 stars
Brevo helps businesses grow and build relationships through their marketing tools. Scale faster with marketing automation, email campaigns, and more.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.0
Ease of Use
4.6
Support
4.6
Overall Score
4.4
Features & Pricing
Segmentation
Email Marketing
SMS Marketing
Chat
Shared Inbox
CRM
Marketing Automation
Landing Pages
Signup Forms
Facebook Ads
Transaction Email
Price starting at:$25
Pros and Cons
Deliver time-sensitive information quickly
Advanced Automation included in freemium
Track all customer interactions on one platform
Support can be slow
Bad deliverability rate.
Limited freemium and lite plan.
Bad Drag and drop options.
Best for: Email marketing and marketing automation tools
4.4 out of 5 stars
Brevo helps businesses grow and build relationships through their marketing tools. Scale faster with marketing automation, email campaigns, and more.

3. Omnisend

Omnisend

If you’re running an eCommerce business, be sure to check out Omnisend. It’s an eCommerce-tailored SMS and email marketing automation platform that integrates with a long list of popular eCommerce platforms and tools like Shopify, Yotpo, and Typeform.

It started out as an email marketing tool, but, as its name suggests, it expanded its scope to help users launch and implement an omnichannel marketing approach. Fast-forward three years after it was founded and it added SMS as another channel for automation and marketing campaigns. Over the years, it has also received a lot of recognition and has been included for many consecutive years in several of Capterra’s shortlists both as an emerging favorite and top performer.

What makes it such a great tool for eCommerce purposes is that it offers several features aimed at this niche specifically. It, for example, includes pre-built eCommerce workflows. These workflows can be used for key tasks like cart abandonment and post purchases, helping to save time. Templates that you use to share personalized product recommendations to help with upselling are also included in its email templates selection.

Key features include:

  • Email and SMS automation
  • Several sales and performance reports
  • Unlimited segmentation
  • A/B split testing
  • A dedicated toll-free US sending number

Plans and pricing: To access both its email and SMS features, pricing starts at $59 per month. A free trial (no credit card required) is also available.

4.4 out of 5 stars
This all-in-one email marketing automation platform is focused around helping ecommerce companies grow. Omnisend makes it easy to create personalized emails and automate your email marketing to focus on converting visitors to customers.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
3.8
Ease of Use
4.7
Support
4.7
Overall Score
4.4
Features & Pricing
A/B Testing
Analytics/ROI Tracking
Customizable CTAs
Drip Campaigns
Dynamic Content
Landing Pages/Web Forms
Sales Intelligence
Segmentation
Social Marketing
Website Visitor Tracking
Email Marketing
Marketing Automation
SMS
Web push notifications
Popups & Forms
Reports
Audience sync for ads
Price starting at:$16
Pros and Cons
SMS marketing integration
Contact sync for ads
eCommerce integrations
No RSS feature limits blog connectivity in campaigns
Support can be slow
Unlimited email sends only offered in Pro plan
Best for: E-commerce marketers
4.4 out of 5 stars
This all-in-one email marketing automation platform is focused around helping ecommerce companies grow. Omnisend makes it easy to create personalized emails and automate your email marketing to focus on converting visitors to customers.

4. Keap

Keap

Entrepreneurs and small businesses can keep an eye on Keap. It’s one of the leading CRM software solutions for small businesses and has helped hundreds of thousands over the span of two decades.

Included in its list of features are email and text marketing. It offers stunning email templates, but you’re also welcome to come up with your own design. Then, to help your emails reach the right audience you can automatically segment your contacts that you can store in its CRM using criteria like behavior and industry.

The same applies to its text marketing functionality. There are templates to get you started quickly and you can personalize messages with segment broadcasts and customer data. Plus, your recipients can also reply to your automated broadcasts to ensure effective two-way communication. However, unlike some of the other tools on our list, Keap’s text marketing is currently available only in the United States.

Key features include:

  • Sales and marketing automation
  • Lead and client management
  • A/B testing
  • Reporting and analytics
  • Built-in compliance
  • Customizable opt-in messaging

Plans and pricing: After a 14-day free trial (no credit card required), pricing starts at $189 per month when billed monthly for up to 1,500 contacts and two users. The text service is available as a paid add-on with pricing starting at $9 per month for 500 messages. However, if you choose to pay annually, you can save a generous 20%.

4 out of 5 stars
Keap is an email marketing and sales platform intended for small businesses. Business owners can use Keap to help manage customers, customer relationships, marketing projects, and ecommerce goals.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.4
Ease of Use
3.5
Support
4.0
Overall Score
4
Features & Pricing
Segmentation
Calendar/Reminder System
Email Marketing
Marketing Automation Integration
Quotes/Proposals
Territory Management
CRM
Landing Pages
Email Management
Migration
Reporting & Analytics
AB Testing
Easy-to-setup automations
Price starting at:$159
Pros and Cons
User-friendly campaign building
Simple payment platform
Constant follow-up reminders
Custom reporting and visualization
Difficult to set up automation
No user permissions customization
Landing page builder can be clunky
Best for: Entrepreneurs
4 out of 5 stars
Keap is an email marketing and sales platform intended for small businesses. Business owners can use Keap to help manage customers, customer relationships, marketing projects, and ecommerce goals.

5. Klaviyo

Klaviyo

Klaviyo has been automating customer retention for over a decade. It’s a great tool and, as we mentioned in our dedicated Klaviyo review, the choice to use Klaviyo for customer retention should come to you as automatic as the text and email messages that it sends.

Compared to some of the other tools on this list, the learning curve involved is slightly steeper. That being said, it shares a number of email marketing best practices during the setup phase. Plus, its email templates have also been created with these best practices in mind.

One standout email feature that deserves special mention is its advanced segmentation. You can set up various rules and conditions, such as customers who’ve bought a product in the last month, to reach specific segments. Combine that with its automated flows and 300+ available integrations and you have one super powerful tool for eCommerce marketing. Plus, as it offers a number of pre-built flows, there’s no need to start from scratch (though, you’re welcome to do that too).

Klaviyo SMS allows for two-way texting, which can delight customers who receive human responses when they reply to messages. Additionally, the built-in contact cards ensure that businesses appear with their recognizable identities rather than as anonymous numbers.

Key features include:

  • A drag-and-drop automation builder
  • A/B testing
  • Marketing reports and benchmarks (for email as well as SMS)
  • Pre-built sign-up forms

Plans and pricing: Klaviyo bases its pricing on the number of contacts. It offers a free plan that includes 500 email sends per month and 150 free monthly SMS credits. If you want to reach your customers by means of SMS and email, pricing starts at $60 per month.

Klaviyo
4.8 out of 5 stars
More than just an email marketing platform, Klaviyo is a data-driven customer retention machine, automating newsletters, targeted offers, SMS outreach and more.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
5.0
Ease of Use
4.5
Reporting
5.0
Integrations
4.5
Overall Score
4.8
Features & Pricing
Email Marketing
Mobile Access
Price on request
Pros and Cons
Seemingly endless segmentation possibilities
Dynamic content and rules-based automations create a very personal experience
Excellent resources for learning both the software and email marketing in general
Design tools for emails aren’t super intuitive
No mobile app for management
No phone support
Best for: Small, Medium, and Large Businesses
Klaviyo
4.8 out of 5 stars
More than just an email marketing platform, Klaviyo is a data-driven customer retention machine, automating newsletters, targeted offers, SMS outreach and more.

6. GetResponse

GetResponse

Aimed at businesses of all sizes, GetResponse is a comprehensive email marketing platform that also includes SMS marketing. It’s one of the most popular alternatives to Klaviyo and is used by hundreds of thousands of brands across the world that include major names like Zendesk, IKEA, and Stripe.

It can help you to send bulk SMS campaigns automatically, but not at the expense of personalization. You can use conditions like use behavior as triggers to refine your campaign. Then, to improve open rates, you can, for example, personalize the sender name or use its Time Travel and Perfect Timing tools (these tools can also help you to send emails that are perfectly timed).

As for its email features, it offers all the standard features that you’ve come to expect like a drag-and-drop builder, templates, and action-based automated emails. It’s the automated email responses in particular that users have rated as one of GetResponse’s best-rated features.

Transactional emails are also available as a paid extra.

Key features include:

  • Landing pages
  • AI-powered product recommendations
  • Segmentation
  • A/B testing
  • Automated email and SMS campaigns

Plans and pricing: GetResponse offers several subscription plans, including a free plan. However, to be able to use its email and SMS marketing features, you’ll need to sign up for its MAX plan which offers custom pricing that’s available upon request.

4 out of 5 stars
GetResponse helps users create automated marketing workflows based on their customers and their customers' behavor. Their easy-to-use system helps deliver a more personalized experience to better engage customers and grow sales.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.0
Ease of Use
3.9
Support
4.0
Overall Score
4
Features & Pricing
A/B Testing
Analytics/ROI Tracking
Drip Campaigns
Dynamic Content
Landing Pages/Web Forms
Lead Scoring
Segmentation
Website Visitor Tracking
Email Marketing
SMS Marketing
Marketing Automation
Signup Forms
Web push notifications
Lead funnels
Price starting at:$13.12
Pros and Cons
Comprehensive conversion funnels to build leads
Excellent list management and segmentation
Advanced automation features
Host webinars through the platform
Poor deliverability rates
Limited pricing points; no free plan
Emails from GetResponse go to "Promotions" in user's inbox
Lack of campaign visualization
Best for: Small and large companies
4 out of 5 stars
GetResponse helps users create automated marketing workflows based on their customers and their customers' behavor. Their easy-to-use system helps deliver a more personalized experience to better engage customers and grow sales.

7. Zoho Campaigns

Zoho Campaigns

Zoho is another email marketing software solution that you can check out if you operate in the eCommerce niche. From automated workflows to responsive designs, it offers several tools to improve your email marketing strategy. It’s also straightforward to use, thanks to its intuitive drag-and-drop editor which lets you personalize your content for better engagement. In addition to personalization, it also includes autoresponders to ensure that engagement doesn’t drop during the nurturing process.

While it classifies itself mainly as an email marketing tool, Zoho Campaigns also include SMS marketing to help you reach more of your contacts and double the efforts of your marketing strategy.

Key features include:

  • Interactive elements such as surveys, videos, and polls
  • A/B testing
  • Email send-time optimization
  • Segmentation
  • Email templates

Plans and pricing: Zoho Campaigns base their pricing on the number of contacts that you manage. Not only do they offer a free 14-day trial and free forever plan, but their pricing is also very reasonable. Pricing starts at only $4 per month for up to 500 contacts. This, though, excludes SMS marketing which is available as an add-on. If you’re planning to send about 1,000 SMS messages per month, you’re looking at about $10 extra.


8. MessageBird

MessageBird

MessageBird’s mission is to simplify communication between businesses and customers (and they don’t do this by limiting the number of communication channels). As it’s an omnichannel automation platform for marketing, it can be used to automate all touchpoints across various channels. In addition to email and SMS marketing, it also supports WhatsApp, Instagram Direct, Facebook Messenger, and Google Maps.

As for email marketing, they’re rated as one of the most reliable email senders and help brands to send trillions of emails each year. In addition to their reliability, enterprise clients also turn to them for speed and security.

Their SMS service is equally reliable. MessageBird has direct connections with more than 240 carriers to ensure impressive deliverability across the globe.

Then, to help you leverage the power of both email as well as SMS marketing, it offers an easy-to-use, drag-and-drop builder that you can use to create automated flows. This means that you can customize the journey without needing to write a line of code.

Key features include:

  • Real-time email delivery monitoring
  • SMS and email insights
  • Real-time email campaign tracking and reporting
  • Bulk messaging
  • Email health score alerting

Plans and pricing: MessageBird offers flexible pricing. Instead of charging you a monthly fixed fee, you pay only for the messages and interactions that you need. Its SMS pricing is about $0.008 per message in the United States. Its email pricing starts at about $20 per month for up to 50,000 monthly emails.


9. Campaign Monitor

Campaign Monitor

Not to be confused with Campaigner, Campaign Monitor offers equally impressive email marketing and automation tools. It’s trusted by thousands of businesses, including names like Rip Curl and Digiday. For more social proof, Capterra has recently also shortlisted it as an emerging email marketing software favorite.

Included in its list of features are a drag-and-drop builder, visual journey designer, and real-time performance metrics to mention only a few. It also includes a few team management features that you can use to set up roles and permissions helping you to ensure that your branding gets applied consistently.

In addition to email marketing, it also recently added SMS functionality. With Campaign Monitor in your MarTech stack, you can launch a new SMS marketing campaign in a matter of minutes. Then, to help ensure that your copy is effective and in line with industry regulations, it includes a link shortener and automatically added opt-out copy.

Key features include:

  • Customizable, responsive email templates
  • Segmentation tools
  • An image gallery with millions of free Unsplash photos
  • Real-time reporting
  • A/B testing
  • Transactional emails
  • Send-time optimization

Plans and pricing: Pricing starts at $9 per month. Alternatively, if you know that you’ll be sending emails only occasionally, you can also sign up for its pay-per-campaign option that charges only $5 per campaign and 1¢ per recipient. For more info about its SMS pricing, you’ll need to reach out to Campaign Monitor’s sales team directly.



Wrapping Things Up

If you’re a regular reader of yours truly, you would be quite familiar with email marketing by now. We often cover tips and tools. SMS marketing, though, is an area that we haven’t paid the same attention to.

There are many great email marketing tools, but surprisingly few actually also include SMS marketing features. That being said, the nine that we’ve included in this list are more than capable. Keep in mind usability when testing these different tools. After all, the goal of these types of tools is to save time.

About the Author
Koba Molenaar brings nearly a decade of rich experience in content writing, specializing in digital marketing, branding, SaaS, and eCommerce. Her passion for helping brands, from solopreneurs to established companies, connect with their audiences shines through her work. As a member of the Golden Key International Honor Society, Koba’s commitment to excellence is evident in her work, showcasing her as a relatable and knowledgeable voice in the industry.