Good analysis. One correction though, EmailOctopus does offer auto-plan downgrades. Screenshot of the billing page on our account: https://share.cleanshot.com/VJdQPrjP
After trying a few also we ended up with EmailOctopus because of simplicity (we only send plain text emails) and cost. The trick was using their Connect [1] plans so it could send via our AWS account, which is cheaper (we pay $30/mo for the 10,0000 subscriber plan).
I also tried Loops and wanted to love it since they're perfect for SaaS companies, but back when I tried them we just got a ton of spam subscribers since they didn't have any built-in mitigation, so our list (and cost) grew.
But that was in their very early days, so I assume they've resolved it by now and I'd like to try them again at some point since they're much more modern and purpose-built for SaaS (and a YC company).
In the "you had one job" category of things to look at from an email marketing tool:
What about email deliverability?
Deliverability refers to the percentage of emails you send that actually make it into your contacts' inboxes.
The tool you choose can impact deliverability. However, it’s a complex topic, and I won’t dive into the details here. If this is something you’re concerned about, there are experts far more knowledgeable than me who can explain it thoroughly.
This ought to be disclaimed at the top instead of the end.
Or unless your emails matter to your customers, with you seeing them as individual names instead of spray and pray marketing.
Deliverability is the single most important thing to reach individuals in the first place, even more critical to maintain the transactional or workflow email relationship.
Anthropic right now has an issue where their "passwordless" emails go to junk for M365 customers (85% of SMBs in U.S.), people literally can't use the service since the email isn't delivered to the inbox.
To your point, in a past gig helping thousands of businesses with turning contacts into not just buyers but fans, I discovered mass marketers don't really care about deliverability at the level of "every single communication must land with every person".
At the same time, I learned customers you want to build a relationship with very much do care. Ever since, when evaluating these, I start there, even before price. How many communications, transactions, or workflows with a future buyer with intent are you willing to fail to connect?
"You had one job" means the primary, not only, dimension. Yes, the primary job of a mailer is for the mail to get there.
That's just one current example of when email delivery matters, likely to resonate with HN as being senders and receivers they recognize struggling with this. Not just a Microsoft thing, we can talk about a dozen where Gmail files things wrongly as well, and where the common element is the mailer.
These mailers all have different levels of trust and deliverability stats. It's critical to know.
This is very relevant to my industry (escape rooms). Our mailing lists quickly reach 10,000+ and unsubscribes happen often.
I was so focused on deliverability with Mailchimp that I didn’t realize (until I just checked) that I’ve been paying for 2,000 unsubscribers. I had assumed I wasn’t. Deleting them would have moved me down a tier. Strongly considering MailerLite now.
Presumably it would also have lost your record of the fact that they'd already asked to not get your email. So you'd have added them back to the spam list if they ever dealt with you again, so they'd have to unsubscribe again.
Spam has gotten so normalized that not only are people not even pretending to get opt-ins, but they don't see why they should have to pay any real attention to opt-outs.
Yes, you are a spammer, and so are most of the businesses on the Internet at this point.
I love the idea of a breakdown like this, but so many of the author's deal-killers are not relevant for most startups (the audience here). This is more of a list of solo freelancers.
After trying a few also we ended up with EmailOctopus because of simplicity (we only send plain text emails) and cost. The trick was using their Connect [1] plans so it could send via our AWS account, which is cheaper (we pay $30/mo for the 10,0000 subscriber plan).
I also tried Loops and wanted to love it since they're perfect for SaaS companies, but back when I tried them we just got a ton of spam subscribers since they didn't have any built-in mitigation, so our list (and cost) grew.
But that was in their very early days, so I assume they've resolved it by now and I'd like to try them again at some point since they're much more modern and purpose-built for SaaS (and a YC company).
[1] https://help.emailoctopus.com/article/161-what-is-emailoctop...
What about email deliverability?
Deliverability refers to the percentage of emails you send that actually make it into your contacts' inboxes.
The tool you choose can impact deliverability. However, it’s a complex topic, and I won’t dive into the details here. If this is something you’re concerned about, there are experts far more knowledgeable than me who can explain it thoroughly.
This ought to be disclaimed at the top instead of the end.
… unless you’re a spammer haha.
Deliverability is the single most important thing to reach individuals in the first place, even more critical to maintain the transactional or workflow email relationship.
Anthropic right now has an issue where their "passwordless" emails go to junk for M365 customers (85% of SMBs in U.S.), people literally can't use the service since the email isn't delivered to the inbox.
To your point, in a past gig helping thousands of businesses with turning contacts into not just buyers but fans, I discovered mass marketers don't really care about deliverability at the level of "every single communication must land with every person".
At the same time, I learned customers you want to build a relationship with very much do care. Ever since, when evaluating these, I start there, even before price. How many communications, transactions, or workflows with a future buyer with intent are you willing to fail to connect?
"You had one job" means the primary, not only, dimension. Yes, the primary job of a mailer is for the mail to get there.
I agree there's lots more to look for as well!
These mailers all have different levels of trust and deliverability stats. It's critical to know.
I was so focused on deliverability with Mailchimp that I didn’t realize (until I just checked) that I’ve been paying for 2,000 unsubscribers. I had assumed I wasn’t. Deleting them would have moved me down a tier. Strongly considering MailerLite now.
Presumably it would also have lost your record of the fact that they'd already asked to not get your email. So you'd have added them back to the spam list if they ever dealt with you again, so they'd have to unsubscribe again.
Spam has gotten so normalized that not only are people not even pretending to get opt-ins, but they don't see why they should have to pay any real attention to opt-outs.
Yes, you are a spammer, and so are most of the businesses on the Internet at this point.