What criteria should I use to compare email marketing automation platforms?

Hi! A really useful comparison goes beyond “price + basic automation” and helps people predict (1) whether the platform will reliably land in the inbox, (2) whether it can target and personalize well, and (3) whether it will still work when their list, team, and data get more complex.

Here are additional criteria that tend to matter most in real-world email marketing automation evaluations:

1) Deliverability & sending infrastructure

• Authentication support: easy setup for SPF, DKIM, DMARC (ideally guided setup), plus help with custom tracking domains.
• Dedicated vs shared sending options: ability to use a dedicated IP/domain when needed, and clear guidance for warming up.
• Deliverability tooling: spam test previews, inbox placement signals (even if partial), bounce/complaint handling, suppression lists, blocklist guidance, and deliverability support when things go wrong.
• Reputation controls: automatic throttling, domain/IP reputation protection, and safeguards against sudden list imports or risky sends.

2) Data model, segmentation & personalization (where platforms really differ)

• Segmentation depth: AND/OR logic, nested groups, exclusion rules, time-based conditions, “engaged in last X days,” purchase/visit events, etc.
• Real-time vs batch updates: how quickly segments update after an event (cart, signup, page view).
• Custom fields + event tracking: flexible properties, behavioral events, and whether events can be used directly in automation triggers.
• Personalization options: conditional content, dynamic blocks, product recommendations, and templating flexibility (beyond first name).

3) Automation power (not just “has workflows”)

• Workflow primitives: waits, goals, branching, frequency caps, send windows, “stop if…,” error handling, retries.
• Multi-step, multi-trigger logic: multiple entry points, re-entry rules, suppression logic, and how it handles contact merging/duplicates.
• Cross-channel options: SMS, push, in-app, webhooks, ads audiences—if your audience expects omnichannel.
• A/B testing inside automations: testing subject lines, content blocks, timing, and paths (not just campaign-level A/B).

4) Reporting & measurement

• Attribution and conversion tracking: revenue reporting, UTM helpers, event-based conversion windows, and how it handles multi-touch attribution (often limited—good to call out).
• Automation reporting: per-step performance, drop-off, time-to-convert, and cohort comparisons.
• Deliverability reporting: bounce types, complaints, unsubscribes, domain-level performance, and engagement trends over time.
• Data export access: can you export raw event/email data easily (and at what cost)?

5) Integrations & ecosystem

• Native integrations that marketers actually use: Shopify/Woo/Wix, Salesforce/HubSpot, Stripe, webinar tools, helpdesk tools, etc.
• Integration quality (not just quantity): two-way sync, field mapping, historical backfill, and how conflicts are handled.
• API & webhooks maturity: rate limits, event webhooks, SDKs, and whether key features are API-accessible.
• iPaaS friendliness: how well it works with Zapier/Make, and whether important triggers/actions are supported.

6) Compliance, consent & list hygiene

• Consent features: double opt-in support, consent timestamps/sources, region-specific consent capture, and preference centers.
• Unsubscribe management: global suppression, list-level vs account-level, one-click unsubscribe support, and easy compliance with unsubscribe rules.
• Privacy tooling: data retention settings, delete/anonymize requests, and audit trails (especially for teams).
• Permissioning around imports: controls to discourage non-consensual list uploads (also a deliverability indicator).

7) Migration & onboarding (huge pain point people underestimate)

• Migration tools: import of contacts, tags, custom fields, suppression lists, templates, and automation recreation helpers.
• Warm-up guidance: recommended ramp plan, sending domain setup, and practical checklists.
• Implementation support: onboarding calls, deliverability review, and whether it costs extra.

8) Usability & team fit

• Editor experience: drag-and-drop + code editor, reusable blocks, version history, mobile responsiveness controls, and accessibility checks.
• Collaboration: roles/permissions, approval workflows, activity logs, and safe sandbox/testing options.
• Quality-of-life features: spam-check previews, test sends, seed lists, content locking, and template governance.

9) Scalability, reliability & cost “gotchas”

• Pricing mechanics: how they charge for contacts (total vs active), sends, automations, “seats,” SMS, add-ons, and overage handling.
• Performance at scale: can it handle large segments quickly, and do automations lag at higher volumes?
• Uptime and incident history: whether they communicate incidents clearly and have reliable status/alerts (even if you don’t score it, it’s worth a checkbox).

10) Security (especially for B2B / regulated teams)

• SSO / SAML, MFA enforcement, IP allowlists
• Data encryption and audit logs
• Vendor security posture: questionnaires, security documentation availability, and admin controls

If you want, share the rough categories and scoring scale you’re using (even just bullet points), and I’ll suggest a clean scoring rubric—what to score as “must-have vs nice-to-have,” plus a few “deal-breaker” flags (like weak unsubscribe handling or limited suppression controls) that can save marketers from choosing a platform they’ll outgrow fast.