Most email platforms can send a newsletter. The differences show up later, when you need emails to land in the inbox, automate a customer journey, add a colleague or move to another tool. Use this checklist to compare platforms on what really matters, and the trial questions at the end to test them properly.
Start with what you need
Before you compare features, write down a few facts: how many contacts you have and expect in a year, how often you send, who on your team will use the tool, and which systems it must connect to, such as your website, shop, CRM or billing software.
A short list of must-haves stops you paying for features you’ll never use, or picking a tool you’ll outgrow in six months.
It also helps to rank your priorities. For an online shop, store integration and abandoned-cart automation may matter most. For a publisher, it may be the editor and RSS-to-email. For an agency, client workspaces and approvals come first.
Deliverability tools
A platform that can’t get your email into the inbox isn’t worth any price. Look for:
- Guided setup and live checks for SPF, DKIM and DMARC
- One-click unsubscribe headers added automatically
- Automatic handling of bounces and spam complaints
- A pre-send spam check and inbox placement testing
- A gradual sending ramp for new accounts
- A branded tracking domain
- The option to bring your own sending service (SMTP, Amazon SES, SendGrid) if you need it
Automation, segmentation and content
- Visual automations with branches, waits, goals and exit conditions, not just a fixed drip sequence
- The triggers you need: sign-ups, tags, dates such as birthdays, purchases and abandoned carts
- Segments built on fields, tags, engagement and purchases, updated automatically
- Personalisation with merge-tag fallbacks and conditional content blocks
- A/B testing on subject line, sender, content and send time
- A drag-and-drop builder that produces mobile-friendly emails, plus HTML import for existing designs
- Forms, pop-ups and landing pages with double opt-in
Data ownership and compliance
Your list is a business asset. Make sure you can look after it properly, and take it with you if you leave.
- Full export of contacts, including custom fields, tags, consent records and unsubscribes
- Export of your templates as HTML
- Consent records, suppression lists and a subscriber preference centre
- Tools for handling access and deletion requests
- Clear answers on where data is stored and who processes it
- A data processing agreement you can sign
Pricing, billing and support
| Ask | Why it matters |
|---|---|
| Is the price based on contacts, sends or both? | It decides how your bill grows as your list does. |
| Do unsubscribed or inactive contacts count? | They can inflate your bill significantly. |
| What happens if I go over my limit? | Automatic overage can be expensive; a hard stop can halt a campaign. |
| Which currency, and do I get a GST invoice? | Rupee billing avoids forex swings, and a proper GST invoice supports input tax credit. |
| What are the support hours, and in which time zone? | Help during your working day matters when a campaign goes wrong. |
| Which features are paid add-ons? | The headline price may not include what you need. |
Integrations and team features
- Native connections to your store (Shopify, WooCommerce) or website (WordPress)
- Zapier, Make or Pabbly for everything else
- A documented REST API and webhooks for your developers
- Transactional email from the same account, if you send receipts or OTPs
- Team roles and permissions, and an approval step before campaigns go out
- Separate client workspaces and white-label options if you’re an agency
Questions to answer during your trial
- Import a real list Upload your actual contacts from Excel or CSV. Check that fields map correctly and that unsubscribes stay unsubscribed.
- Build a real email Recreate the email you send most often. How long did it take, and does it look right on your phone?
- Authenticate your domain Add SPF, DKIM and DMARC. Was the guidance clear enough to do it without help?
- Build one automation Set up a welcome series with one branch. Could you do it on your own?
- Ask support a question Send a genuine question during your working hours. Note how fast and how useful the answer is.
- Try to leave Export your contacts and a template. If it’s hard now, it will be harder later.
Red flags
- No way to export contacts together with their unsubscribe status
- Vague answers about what counts as a contact
- Deliverability help only on the most expensive plan
- Support only by email, in a time zone far from yours
- A long contract required before you can try real sending
- A pricing page that hides the cost of essential features
Questions
Do I need a platform built for India?
Not necessarily. What matters is billing in rupees with GST invoices, support during your working day and tools that help you meet Indian data protection law. A platform that does all three simply removes a lot of friction.
How long should a trial be?
Long enough to send at least one real campaign and build one automation. For most teams that is one to two weeks of part-time effort.
Is it worth paying more for better deliverability?
Usually, if email drives revenue. A few more percentage points of mail reaching the inbox is often worth more than a small price difference.
Should I pick the platform with the most features?
Not necessarily. Choose the one your team will actually use well, that covers your must-haves and that you can grow into.