Features
Top Performing Features
Mobile optimization
Users can easily optimize emails and landing pages for mobile devices.
Category average: 8
Lead nurturing automation
Users can set up targeted drip email campaigns based on time intervals or prospect behavior, to automate the lead nurturing process and move them further down the sales funnel.
Category average: 8.7
List management
This involves creating, filtering, editing, merging and de-duping lists of contacts.
Category average: 8.5
Lead scoring and grading
Users can set up the software to automatically rate leads based on calculations such as buying signals, such as form submissions, or page views, and automatically qualify leads based on demographic factors.
Category average: 8.4
Email & Online Marketing
Using software to manage lists, send emails, automate email campaigns, and track results.
WYSIWYG email editor
Users can create html emails through a drag-and-drop interface, without html coding knowledge.
Category average: 8
Dynamic content
Users can tailor email, website or landing page content depending on the viewer or recipient (e.g., email salutations that include the recipient’s name).
Category average: 6.9
Ability to test dynamic content
Users can test dynamic content prior to launching a campaign.
Category average: 6.7
Landing pages
Users can create web pages that are customized to a particular email or campaign. Landing pages often include web forms which can capture visitor information and integrate it back into the MA software.
Category average: 7.5
A/B testing
Users can experiment with different variations of a campaign and measure results. Testable aspects might include subject lines, header images, or landing page copy.
Category average: 7.9
Mobile optimization
Users can easily optimize emails and landing pages for mobile devices.
Category average: 8
Email deliverability reporting
The software helps ensure inbox delivery of email campaigns, through features such as deliverability tests, opt-in management, bounce handling, suppression lists, dedicated IP addresses, and delivery monitoring.
Category average: 8
List management
This involves creating, filtering, editing, merging and de-duping lists of contacts.
Category average: 8.5
Lead Management
The process of tracking and managing prospective customers from lead generation to conversion.
Lead nurturing automation
Users can set up targeted drip email campaigns based on time intervals or prospect behavior, to automate the lead nurturing process and move them further down the sales funnel.
Category average: 8.7
Lead scoring and grading
Users can set up the software to automatically rate leads based on calculations such as buying signals, such as form submissions, or page views, and automatically qualify leads based on demographic factors.
Category average: 8.4
Campaign Management
Users can schedule campaigns and/or events with reminders, announcements, etc.
Calendaring
The software helps users maintain a calendar of all marketing activities.
Category average: 7.5
Event/webinar marketing
Users can streamline event marketing with features such as personalized invitations, registration, reminders and post-event follow-ups.
Category average: 8
Reporting & Analytics
Users can report on and analyze usage, performance, ROI, and/or other metrics of success.
Dashboards
Users can create, customize and share dashboards, which provide an overview of the most important metrics.
Category average: 7.6
Standard reports
The software offers pre-built reports with metrics standard to the category.
Category average: 7.5
Custom reports
Users can create custom reports.
Category average: 7.1
Platform & Infrastructure
Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.
API
An API (application programming interface) provides a standard programming interface for connecting third-party systems to the software for data creation, access, updating and/or deletion.
Category average: 8.1
Customizability
Users can customize their instance with features like custom fields and custom objects.
Category average: 7.3