How to Choose the Best Marketing Automation Software for Your Business


Marketing automation software enables businesses to market their products and services on multiple online channels through automated repetitive tasks. Using software to manage emails, social media, and website platforms increases productivity and efficiency, and can even reduce errors.

However, marketing automation software comes in various different formats and therefore finding the right one for your business can seem like a daunting task. So, let us discover 3 key elements that can help you to narrow down your choice.

Integration Possibilities

When shopping for marketing automation software it is important to find a platform that can be fully integrated with your other business tools. Consequently, try to find automation software that is fully compatible with your existing customer relationship management system. Not only is integrating your automation platform with your CRM system vital, but you might also want to evaluate any other integration opportunities. For instance, does the software that you are planning to use include social media marketing or account-based tools?

Furthermore, if you rely heavily on email marketing and use platforms like MailChimp, then the automation platform you choose must at least have the capability to send emails in response to triggers and be able to delay sending emails within a given time frame. These integration features can be particularly useful when creating a newsletter or welcome series. More advanced automation platforms might also provide tools for creating custom emails or allow you to track multiple campaigns at one. You can find more information about email marketing and automation software integration by checking out this guide to autopilot mailchimp integration.

Costs and Limits

It might seem intuitive, but one of the most important features to keep in mind when compiling a shortlist of potential automation software platforms is the price. Pricing strata are not always entirely clear and therefore you need to know how much a platform is going to cost you. If a system provides a lot of value and additional features, then the price is likely to be higher. Some automation platforms include a setup fee that covers on-site training for your team to ensure that they can get the most out of your software and so identifying these costs is vital.

Additionally, there are a few automation platforms that have different tiers for varying levels of features. By the same token, in some cases, prices are calculated on a usage fee basis, where the more users you need, the higher the price that you will pay. Similarly, some platforms impose limits on how many emails you can send and charge extra fees for going over these limits. Given these points, always read through any pricing details provided by the software company to determine the potential total costs incurred by your organization, and then use this information to accurately assess potential return on investment.


Investing in the right automation software is fundamental if you are in the process of expanding your business. Scalability is all about assessing the potential for your company to grow without being limited by your existing structure or resources, and therefore you need to know that the automation software that you are investing in is capable of growing with your increasing needs. Most automation software platforms out there operate on a Software-as-a-Service (SaaS) model. Put simply, this means that your business completes regular payments to access the tools and data provided by the system.

That being said, there are some platforms and legacy software options that do not fall into the SaaS category. When considering these types of automation systems, it is therefore important to find out what this means in terms of scalability for your business. Technical and commercial scalability are hugely advantageous for companies of all sizes and so while your business might currently be on the smaller side, you can still benefit from automation software in unique and exciting ways so that you can expand your operations in the future.

Ultimately, using marketing automation software enables businesses to plan, coordinate, manage, and measure both online and offline marketing campaigns. Above all, by taking time to establish your business objectives, current capability requirements, and future plans, you can find the best automation software solution for your marketing needs.    

MailChimp is a hugely popular platform for managing your email marketing efforts. To learn more, take a look at this guide to using MailChimp to its full potential.