Picking an email tool

Each email tool is strong for specific use cases. Mismatch = frustration + cost.

Decision tree

• DTC e-commerce with Shopify: Klaviyo
• Newsletter / creator: ConvertKit or Beehiiv
• B2B SaaS with product events: Customer.io or Braze
• Broad small biz: Mailchimp or MailerLite
• Enterprise marketing: Marketo, HubSpot, Iterable

Migration is annoying but possible

Don't panic-pick. Plan for one migration over the business lifecycle.

Avoid

Using 'the one I already have' when it doesn't fit your use case.