Email marketing is one of the most cost-effective marketing strategies for small businesses. According to Direct Marketing Association, email marketing brings businesses in the US an average return on investment of 4300 per cent (ROI).

This is because email marketing is easy to use, gives you complete control, and allows you to make direct contact with your customers. It is important to understand that a large part of your success with email marketing is entirely dependent on the email marketing software you choose, as it is responsible for ensuring that your emails are actually delivered.

If you're not careful, you'll end up paying a lot more money for fewer marketing features and terrible email deliverability rates (which will cause you to lose even more money).