---
title: "Email marketing software: how to choose the right solution"
description: "Criteria for choosing email marketing software: deliverability, automation, GDPR, price. A guide to comparing email marketing solutions."
url: "https://publicitefrance.com/en/blog/logiciel-emailing-choisir/"
lang: en
translated_from: "https://publicitefrance.com/blog/logiciel-emailing-choisir/"
category: "Tools"
publisher: "PubliCité France"
updated: "2026-08-02"
keywords: ["email marketing software", "email marketing", "newsletter tool", "emailing solution"]
monetisation: "SaaS affiliation"
---

# Email marketing software: how to choose the right solution

**In short:** good email software isn't chosen on the sticker price, but on **deliverability**, **automation** features, **GDPR compliance** and fit to your volume. Email remains one of the highest-ROI channels.

## Why email marketing remains essential
Email is a channel you **own**: unlike social networks, you don't depend on an algorithm. Used well (segmentation, automation, relevant content), it often shows one of the best ROIs in digital marketing.

## Selection criteria
- **Deliverability**: do your emails reach the inbox (not spam)? This is criterion #1.
- **Automation**: scenarios (welcome, abandoned cart, follow-up), triggers.
- **Segmentation**: target by behaviour and data.
- **GDPR compliance**: consent management, unsubscribe, data hosting.
- **Integrations**: CRM, e-commerce, forms.
- **Price**: often by number of contacts and sends.

## How to compare
Test **deliverability** (test sends), **ease of creation** (editor), and **support quality**. A cheaper but poorly delivered tool costs more in lost emails.

## FAQ
**What's the best email marketing software?**
There's no universal "best": the right choice depends on your volume, automation needs and budget. Compare on deliverability and genuinely useful features.

**Is email software GDPR-compliant?**
Serious solutions offer consent and unsubscribe management. Also check data hosting and compliance documentation.

**Is free email software enough?**
Free tiers suit getting started (small volumes), but advanced automation and optimal deliverability often belong to paid plans.

---
*PubliCité France — blog, Tools. Comparison coming in our tools section. French version: /blog/logiciel-emailing-choisir/*