The email marketing industry has always been a competitive one. Considering that email is one of the best channels to build and engage with an audience as well as hike up the sales of your business, you can expect more email marketing platforms to come out from the woodwork.
Despite the hundreds of email service providers available at your fingertips, only a handful of tools rise to the top. MailChimp, GetResponse, ActiveCampaign, and Drip come to mind. While they aren't perfect tools by any stretch, these email providers offer the best services to their target audience.
Among the platforms above, MailChimp mostly comes out on top with the comparison reviews I've written so far. While it doesn't devalue the other tools I've compared beside it – Sendinblue and Emma, MailChimp has proven time and again that its features, usability, and pricing are massive selling points to the intended audience.
However, this post isn't about MailChimp. It is about two of the best email service for business currently available in the market. For users of these platforms, they can even make a solid case that both tools are much better than MailChimp.
Both tools have made splashes in their respective target markets (bloggers for ConvertKit and small businesses for Infusionsoft). Both are known for their email marketing automation that goes on top of their email features. And both are on the list as two of the top email marketing tools.
Therefore, it only makes sense that both go head-to-head and see which between the two is the best email marketing software for you.
In this ConvertKit vs Infusionsoft post, you will learn:
- the unique features that separate each tool from others in the market
- the pros and cons of both tools, so you understand what you're getting from each
- which tool is best for which type of business
- 1 ConvertKit vs Infusionsoft: Which best email marketing platform is perfect for you?
- 1.1 ConvertKit: Converting bloggers into better email marketers
- 1.2 Infusionsoft: big automation tool for small businesses
- 1.3 ConvertKit vs Infusionsoft: Pros and cons
- 1.4 Verdict
ConvertKit vs Infusionsoft: Which best email marketing platform is perfect for you?
Before we begin this comparison review, let me reiterate that there is no perfect tool per se. Some users will find something to nitpick on with one tool while others will love the very same features that others don't like. The developers of these tools are aware that they can't please everyone with their platform. This reason is why it is imperative that they determine which target audience they should be aiming for with their email marketing software.
As mentioned earlier, ConvertKit and Infusionsoft have a precise knowledge of what they are and who should use them.
For ConvertKit, it is designed and developed specifically with bloggers and content creators in mind. They are concerned with growing their readership and getting more people to read the content they publish. To do that, they need to establish trust in their niche and industry, so more people become aware of what their blog is all about. To help bloggers, ConvertKit allows them to create funnels and automated messages where they can share their knowledge with people who sign up. They can create sophisticated funnels that can help them sell their products, get people to download their exclusive content, encourage subscribers to hop on the webinar, and more.
Just like bloggers, small business owners need to find an effective way for them to sell their products and services. They also need more than just marketing automation to help them reach their audience much more effectively. With Infusionsoft, it's not just the quantity of leads that is important – it's also the quality. Using the tool's CRM features, they can profile and score leads, so they get a better understanding of the kind of leads they have. From here, they can craft personalized messages to be sent to each of them. As a result, they can build better relations with the leads and convert them into customers easier and much quicker.
But I'm getting ahead of myself. For you to fully understand what each email marketing tool brings to the table, below is a breakdown of their unique features to help you distinguish one from the other.
ConvertKit: Converting bloggers into better email marketers
Founded in 2015, ConvertKit has made an immediate splash in the market by providing email solutions meant for bloggers. They concerned the market for bloggers looking for easy ways to build an email list and run automation campaign. Judging from my time testing out ConvertKit, there's no doubt in my mind that it is one of the most convenient email platforms I've ever come across with.
Below are the different features you need to know about ConvertKit:
Building and analyzing forms made easy
One of the caveats with bloggers is that they normally have to rely on third-party apps to help them create beautiful opt-in forms. Some of the form creators offered by email service providers don't offer enough customization that will help users design the best possible form for their blog or site.
With ConvertKit, you can use its built-in form creator to make eye-catching sign-up forms that will convince your blog visitors to sign up using a lead magnet. Choose between an inline (form appears within the content body) or modal (form appears and occupies the screen of your visitors at your preferred time). You can also choose the form design that people will sign up to (minimal, clean, and full). The forms are embeddable by pasting the line of code on the preferred location of your blog. You can also use the WordPress shortcode by downloading and installing the plugin on your dashboard.
You can quickly analyze the performance of your forms by looking at their respective conversion rates. This parameter should be good enough to help you make changes on the different variables of your form. You can tweak the copy, change the button color, or choose a different design in the hopes of getting more signups.
Simplest marketing automation tool in the market
The last thing bloggers need is to learn a new skill outside of content creation. While it shouldn't be a problem to acquire skills that complement the ones for your blog, there's only so much time on their hands to do everything. They can't be successful bloggers right now if their time is divided into learning complicated funnels and email campaigns. If I were in their shoes, I'd want a tool that will give me everything I need to know from an email marketing automation tool out of the box, so I don't have to spend time learning it.
While it may sound like an impossible demand, ConvertKit can come up with intuitive automation rules that make creating funnels a breeze.
The visual automation gives you an overview of your autoresponder and its conditions, events, and actions you set for each card. Click on the plus button to add more cards in your funnel until you're satisfied. You can track the performance of each card by looking at the number of subscribers who are still in that step and those who have finished it. This parameter can help you determine bottlenecks in your funnels which you can solve by improving the copy or tweaking other variables of your email.
Subscriber-centric email platform
Instead of segregating your subscribers according to lists, ConvertKit pools all your subscribers who signed up from different forms together and are organized according to tags. You can add more tags under your subscriber's name using the actions in your autoresponder. This helps you identify the preferences of your subscribers so you can send them better broadcasts with the purpose of engaging with them and increasing your conversion rate.
Pricing suitable for bloggers
Before you subscribe for a paid plan, you can use ConvertKit for a 14-day free trial. After that, you need to shell out cash for their paid subscriptions starting at $29/month for not more than 1,000 subscribers. The price increases if your subscribers keep growing – the next plan is $49/month for 1-3k subscribers, and so on. All plans offer the same features – unlimited email sends, unlimited form creation, visual automation, reporting, and more. For users who plan on migrating over 7,500 subscribers from a previous platform, you can get help from a migration expert free of charge.
Infusionsoft: big automation tool for small businesses
Small businesses that think small won't get anywhere. Sure, you have to work your business according to the available budget and workforce you have in tow. However, there are times that you need to take a calculated risk to get to the next level. If done correctly, you won't have to refer to your business as “small” ever again.
Infusionsoft aims to help small businesses make a mark in their respective industries using its all-in-one solution for all things marketing available at its disposal. Below are some of the tool's unique features that aim to get your business at the top:
Personalization at its most personal
At the very heart of Infusionsoft is the ability to send emails with a personal touch using the information they provided. It all starts and ends with its built-in CRM feature. You can edit the details of your subscribers to help you determine the best leads you have on your list.
To help you understand your subscribers much better, every interaction they have with you – emails you sent that they opened, transactions they made on your site – is recorded. You can get a full breakdown of their interaction history so you know the type of emails they want to open and the words they want to hear.
When creating campaigns for your leads, you can use custom fields for all your emails to generate personalized content. For example, the custom field could indicate the name of the subscriber. You can launch the same emails to your subscribers, but the name that will show in the email is that of the subscriber's.
Lastly, you can run A/B testing to see which version of the headline worked best with your recipients. Replicate the successful version on your incoming campaigns, so you enjoy the same success on your succeeding broadcast emails. In fact, you can keep testing your headlines to help improve your open rates.
Launch organized campaigns
Aside from emails using its drag and drop builder, you can send them personalized landing pages to get your subscribers to take action. Choose from over 100+ beautiful templates and 1,000+ hi-res photos available and customize it accordingly. Send a link to the page as part of your campaign to increase your signups or click-through rates, whatever your goal may be. You can also set up custom domains for your landing pages to help with branding and SEO.
Finally, the reports will get you a better understanding of what works and what doesn't in your personalized campaigns. By referring to the open rate and CTR of your campaign, you can look at the variables in your email campaigns that may have contributed to the current rates. Tweak those in the hopes of driving your rates higher than you can imagine.
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Infusionsoft leaves room for integrations with different third-party apps (Zapier, Gmail, Shopify, BigCommerce, etc.) from its marketplace to help boost the performance of your campaigns and improve productivity between tools.
Focus on the money
Businesses are all about closing sales. Thre's no point in having subscribers if you don't plan on monetizing them. Infusionsoft is aware of this fact, which is why its platform is geared towards helping you make more money.
With the help of its CRM tool, you can focus on meeting the needs of your potential customers instead of sending them broadcast emails and down your sales funnel that seem to go on and on. On your customer page, you can create highly focused tasks that you must complete to get them to buy from your business.
When it comes to following up people in your list, the tool lets you create follow-up emails using automaton rules. All you need to do is create the workflow and deploy it. Infusionsoft will take care of sending the messages, so you don't have to. For example, you can create trigger emails that will ask customers for a referral or a review of your services. Instead of just generating a sale from that customer, you can use their positive experience with working with your business as a way to attract more leads down the line.
From here, you need and measure the results so you can determine how to improve the selling capabilities of your autoresponder series for a greater profit down the line.
Paying the price
At the onset, Infusionsoft's pricing and payment structure are odd at the very least. I'm not referring here to the actual fee of their platform – the most basic plan costs less than $100 for 500 contacts. That in itself is already expensive and costs 3x more than ConvertKit charges for its basic plan. However, given its features and usability, one can quickly make the case that Infusionsoft is worth the price of admission. You also have access
However, what could potentially turn off potential users of Infusionsoft is the required onboarding expert to help guide you through the platform. There is no way to skip this step if you want to use Infusionsoft. Navigating through marketing automation features of a platform may not be the easiest of tasks. However, at the very least, the ability to hire an onboarding expert should have been left as an option instead of a prerequisite.
ConvertKit vs Infusionsoft: Pros and cons
ConvertKit and Infusionsoft are comparable in a sense that both are email automation tools. They help create trigger-based emails and drip campaigns to help convert subscribers into customers and repeat buyers.
However, and as established before the review, both ConvertKit and Infusionsoft are geared towards a particular audience. Also, both platforms have their own positive and negatives that you as consumers need to understand before making an informed decision. Since you'll be shelling out cash for these tools, might as well find out the pros and cons of each, so you know what you're getting.
ConvertKit: beauty in simplicity
For bloggers with little to no knowledge about marketing automation, they will have a field day with ConvertKit. It is the easiest marketing automation tool I've tested so far. Creating a variety of sales funnel using “if this, then that” logic is a breeze and allows bloggers to take their content creation skills to the email format. Not to mention, creating beautiful forms with a lead magnet embeddable on your blog that will trigger the funnels once users register is a cinch.
With the ease of use and simplicity comes the limitations of ConvertKit. For all purpose and intent, the software is a very straightforward marketing automation software. While it allows you to advanced segmentation in your list using tags, there's nothing more you can do with it. If anything, it does one thing and does it very well. But for people looking for a more comprehensive email service, ConvertKit may prove to be ultimately insufficient for them.
Infusionsoft: is it truly worth it?
The weaknesses of ConvertKit are the strengths of Infusionsoft. Aside from being an email service provider and email automation platform, it is also has a built-in CRM that paves the way for lead scoring to help you separate your best leads who are close to being your customers from the rest. It also lets you organize and profile your subscribers much better so you can send emails they want to receive. This reason is why small businesses and startups love Infusionsoft. The tool allows them to get into the head of their customers to help businesses create better and more compelling funnels.
While Infusionsoft's features seem to make it the runaway winner in this battle, the cost even for its most basic plan ($99/month for not more than 500 contacts) may be too much for some. To make matters worse for cash-strapped business owners, they need to shell out an additional and required $299 (which was once $1,999) for an onboarding expert to teach them the ropes of using the platform. It would have been much better if the onboarding service were an optional expense to give users a choice, but that's not the case here.
Let's not get it twisted – the onboarding service is a great way to help business owners use the tool correctly and effectively. However, Infusionsoft proves to be a costly solution to your e-mail marketing problems. You're probably better off looking for more cost-effective platforms for now before taking up Infusionsoft's offer.
To conclude this comparison post, we look at how both tools are appropriate for their respective audience. It's tough to not like ConvertKit as a blogger. Its intuitive interface and automation features are easy to figure out from the start without assistance. As an e-mail marketing tool as a whole, it's probably too simple for startups and business owners. However, for bloggers to whom ConvertKit is created for, simplicity is what makes the tool perfect for them. They can focus on creating blog posts while ConvertKit takes care of engaging with their readers via email. This reason makes it arguably the best email marketing platform at the moment.
Infusionsoft is, simply put, all-in-one solution for businesses looking to turn subscribers into customers and grow their sales. Aside from its ability to automate and personalize the communication, its powerful CRM integration lets you profile each of your subscribers so you can send more personalized emails to them for better chances of conversion. The reporting and analytics features help you make sense of your campaigns so you can identify the strengths and weaknesses of your campaign to launch better ones moving forward.
However, the one thing holding back Infusionsoft is the cost. Granted, you can get back what you spend for this email marketing tool if you launch the right campaigns and create smart autoresponder series. However, other tools on the market do the same things at a fraction of the cost. If only Infusionsoft can find a way to make things more financially feasible for its users, then it shouldn't have any problems driving more users to their stead.