There are lots of email tools on the market. And they’re not always the easiest pieces of software to wrap your head around either.
If you’re like most account-based marketers, you just want to pick a tool, learn how to use it, and then forget it’s even there. Email outreach should be seamless and analytics should be easy to understand.
The problem is that the needs of one company can often be very different to the needs of another.If you’re a small boutique business that deals with a handful of less than twenty accounts, for example, you’ll probably be after a solution that enables you to deliver the greatest level of personalization possible. If you’re running a larger enterprise, however, you might need something that can deal with thousands or tens of thousands of emails and integrate with a range of software providers.
In this article, we’re going to look at five of the best email outreach tools on the market, aimed at a range of business sizes and types. Let’s dive in.
Mixmax is one of the best email outreach tools available. It’s simple, inexpensive, integrates with a number of email services like Gmail, and scales beautifully. There are also a handful of unique features that account-based marketers in particular will like.
If you’re used to using Gmail (who isn’t these days), then you’ll be impressed with the new functionality that it adds to your dashboard. You can also send and track emails from within the Mixmax app dashboard.
One of the best parts is the tracking feature that lets you see who has opened your emails and how many times they’ve looked at them. You can also automatically send your calendar to leads to show your availability with a view to booking a meeting. There are a number of automation options.
Autopilot, as is evident from the name, caters to those marketers and salespeople that are after automation features. This may or may not be of interest to those involved in account-based marketing. Whilst automation is a fundamental aspect of many parts of the ABM process, it’s importance is debatable at the outreach stage.
One of Autopilot’s strengths is that it allows for personalized automation across a number of different touchpoints, including email, apps and even SMS. It’s a powerful tool and there are a lot of features.
If you have a large number of prospects to filter, or you’re dealing with multiple low or medium-value accounts, then the Autopilot platform can give you the tools you need to deliver a high degree of personalization without writing every piece of outreach content yourself, filtering the most likely leads for you to contact directly further down the funnel.
Buzzstream advertises itself as a PR tool but it’s also useful for account-based marketers that want a comprehensive email solution that includes tracking, organization and prospecting.
Buzzstream really shines when it comes to organizing accounts into individual projects and sub-categories and assigning different labels to them. If you want to maintain a birds-eye view of exactly where each of your target accounts is on the buyer journey then Buzzstream allows you to do that.
As a self-enclosed platform, it’s also very well-suited for teams. If you have a number of different campaigns running at the same time and you want to assign different people to them you can segment and manage everything from within the platform.
The beauty of Woodpecker.co is its simplicity. We’ve written about using Woodpecker.co in conjunction with our own tracker in the past. The functionality isn’t as extensive as some of the other entries on this list but if you’re after a team-oriented, streamlined solution that allows you to use templates and automate replies then it’s ideal.
Mailshake is another streamlined tool that is good for those that don’t want to work in a third-party SaaS dashboard. All of the features you would expect - automatic follow-ups, personalized templates, team collaboration - are included but there’s no need to move away from your Gmail account.
Reply is a tool designed for those who want to send and manage emails at scale. Account-based marketers will be drawn to the powerful in-app features that make it easy to create different campaigns and segment leads within those campaigns. Contact information is also kept within the dashboard so information is readily available if it’s needed. For example, you can call a lead from within the Reply dashboard.