How to Choose Marketing Automation Platforms in 2022

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Table of Contents

  • Features
  • Cost
  • Scalability
  • Usability
  • Integrations


Obviously, the first and most important criterion is the marketing automation features that a tool offers.

Automated emails are the most common marketing automation. It’s almost universal in marketing automation.

As a result, an email marketing tool’s level of automation becomes its distinguishing feature.


Because most marketing automation platforms focus on email automation, their pricing is based on your contact list size or email volume.

So, before choosing a marketing automation platform, compare prices.

Compare the plans based on the number of contacts you can reach for each budget.

In addition, look for marketing automation software providers who offer customized pricing plans.

By not purchasing an unnecessary plan, you can save a lot of money. You only pay for the services you use.


You should also choose a tool that is more scalable. A small tool that meets your current needs may seem ideal, but it will not be able to support your growing business.

That doesn’t mean you have to buy expensive enterprise software right away.

However, make sure the tool you choose has enterprise or customized plans you can upgrade to.


When people hear “marketing automation,” they assume it’s complicated and unfriendly. But this is untrue.

Usability should be a top priority when choosing a marketing automation platform.

Investing in something that cannot be fully utilized is futile. A complex tool can also be time consuming and wasteful.

A marketing automation platform should have a clean, simple, and intuitive user interface.

Most marketing automation software claims to be able to do this, but don’t believe them.


A marketing automation tool’s integrations are another important factor to consider. In most cases, automation tools focus on just one or two aspects.

Marketing automation software must be integrated with other tools and platforms to be effective.

Even if you have an all-in-one automation tool, you must integrate it with your CRM, email marketing, etc.

Examine the websites for this information. Occasionally, you may need to look through the Frequently Asked Questions sections.

Also, once you have a basic understanding of each platform’s customer support, read reviews to verify these claims.

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