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Welcome to my annual email marketing software update roundup!

This is the space where I share what you need to know about in the world of email marketing over the past year. As with any software, there is constant change and I’m here to help you cut through the noise to see the features that actually matter.

While there have been no massive disruptions like last year's deliverability updates, there have been some noteworthy changes across popular platforms. Let’s get into it!

Minimal Changes: MailChimp, MailerLite, and Kit (Formerly ConvertKit)

Explore These Email Marketing Tools – MailChimp, MailerLite, Kit

These platforms kept things simple this year, focusing on small tweaks rather than major overhauls.

MailChimp

• Most updates revolved around SMS features and Meta integrations
• Email marketing features remain largely the same
• Nothing major to flag if you're a MailChimp user

MailerLite

• Improved Landing Page Builder: Easier to use and much more functional - no more wrestling with clunky design tools that make you want to throw your laptop out the window!
• New Squarespace Integration: Better for forms and eCommerce data syncing
• Still focused on keeping things user-friendly and affordable

Kit (Formerly ConvertKit)

• Rebrand: ConvertKit is now “Kit” , with a refreshed interface
• New Features:
  • Customisable brand colours
  • Direct integration with Gravity Forms
  • Polls in emails – tag users based on their responses

Big Updates: ActiveCampaign

Get Started with ActiveCampaign (Affiliate Link)

ActiveCampaign had a busy year with significant pricing, feature, and workflow changes.

Pricing Changes

• Introduced a new starter plan, making it more affordable to get started
• Restructured plans to separate marketing from sales (deals module)
• Tip: Check your contact level before renewing to optimise pricing!
• For more a more detailed pricing and plan update, check out ActiveCampaign Pricing and Plan Changes July 2024

New Features

• Recurring Payments Integration:
  • Works with WooCommerce, Stripe, and PayPal – a game-changer for memberships and subscriptions
  • Know when someone joins, cancels or even when a payment fails and create your automations based directly on these actions
• Segments Manager (My Favourite!):
  • Centralised and easier to manage - wave goodbye to clunky segments management hidden under lists
  • Eliminates the need to create separate segments for tags
  • Email directly to a tag: Now when creating a campaign, you can select a tag to send to (rather than needing the additional, redundant step of creating a segment for that tag)
• Campaigns Enhancements:
  • New calendar view for scheduling
  • ‘Best send time’ predictions on higher plans
• Streamlined Automations Builder: Faster and more intuitive to use
• Conversion Events: Track the real impact of your automations by assigning dollar values to specific goals. Just add this step to your automations to determine who booked an appointment or purchased your course.
• Unsubscribe Management: Users can now unsubscribe from specific lists instead of all lists

Other Notable Updates

• Preferences Centre Improvements: You can now create a dedicated preferences centre form within the forms settings – avoiding a more complicated approach involving automations
• Brand Kit: Finally - universal branding settings! No more hunting for your logos and colours.
• Acuity Scheduling Integration: New addition alongside Calendly

COMING SOON: A brand-new reporting interface that promises to make data insights clearer and more actionable. Watch this space!

Klaviyo: Powerful but Pricey

Get Started with Klaviyo (Affiliate Link)

Klaviyo continued to focus on eCommerce users with new features but also introduced some controversial pricing changes.

1. Enhanced User Experience

Klaviyo has streamlined the design and functionality of its platform to make campaign and automation building easier and more intuitive. The redesigned flow builder simplifies processes, and the segment builder, already a robust feature, has received additional upgrades. However, the "AND/OR" button logic in segment building could still be clearer, as it's not immediately obvious which option is selected—a detail worth double-checking.

2. List Management Revolutionised

One of the most significant updates is the ability to add or remove users from lists directly within automations. Previously, complex workarounds involving custom fields and segmentation were necessary to achieve this. Now, you can seamlessly move users between lists—for example, transitioning them from a welcome series to a campaign list.

3. Scheduled Flows

Klaviyo now offers a scheduling feature for flows, allowing users to automate the activation and deactivation of sequences. This is a game-changer for time-sensitive campaigns, such as Black Friday (so you don’t have to set your alarm for midnight when your Black Friday promo ends!).

4. New Signup Form Options

Klaviyo has introduced a banner signup form, giving marketers more flexibility in how they capture leads.

5. Dynamic Coupon Codes for WooCommerce

Dynamic coupon codes, once exclusive to Shopify, are now available for WooCommerce users. These codes create unique, time-sensitive offers for individual subscribers, adding a layer of genuine urgency and personalisation.

6. Canva Integration

Designing email assets is now easier with Klaviyo’s Canva integration. You can directly import designs without the hassle of downloading and uploading files!

7. Advanced Reporting and Deliverability Insights

Klaviyo’s industry-leading reporting tools have been further enhanced. A dedicated Black Friday/Cyber Monday performance hub was introduced, providing valuable insights into campaign success and industry benchmarks. Additionally, a new deliverability insights section highlights performance by email provider (e.g., Gmail, Yahoo) and identifies potential issues, giving users a quick snapshot of deliverability health.

8. Reviews Feature

Klaviyo has rolled out a review’s plugin as an optional add-on. While many e-commerce stores already use platforms, Klaviyo’s reviews feature integrates seamlessly with their ecosystem. Key capabilities include:

• In-email review collection: Customers can write reviews directly within their inbox
• Dynamic review blocks in emails: Automatically showcase tailored reviews in your emails, aligning quotes with the content or products mentioned
• Storewide reviews: Collect and display reviews for the overall shopping experience, not just individual products

What's Next?

Who knows! Most of the software providers so far have been gradually ticking off things from my wish list. Just a few more items to go!

AI continues to be a big thing on the horizon, and I am interested to see where it goes to streamline the process.

As with all my advice, take what you need from this roundup and leave what you don’t. Email Marketing isn’t about doing everything, and the software is there to give tools that make connecting with your audience easier, faster and with greater effectiveness.

For more, tune in to these podcast episodes:

The ActiveCampaign Episode 

The ConvertKit Episode

The MailerLite Episode 

The MailChimp Episode 

The Klaviyo Episode