Marketing Software Resources

Articles and Discussions to expand your knowledge on Marketing Software

Resource pages are designed to give you a cross-section of information we have on specific categories. You'll find articles from our experts and discussions from users like you.

Contents

Marketing Software Articles

80+ Marketing Statistics to Shape Your 2026 Marketing Strategy

Marketing has always changed shape with its channels, but the shift underway in 2026 is different in kind. The marketing statistics that mattered two years ago described a discipline organized around search traffic, social reach, and email lists, with budgets allocated accordingly.

by Darshayita Thakur

2023 Trends: Making Your Marketing Win in Times of Loss

This post is part of G2's 2023 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Emily Malis Greathouse, director, market research, and additional coverage on trends identified by G2’s analysts.

by Victoria Blackwell

Marketing Software Discussions

What's the best mobile marketing platform for avoiding unsubscribe spikes caused by poor personalisation and over-messaging?

I've been researching the best mobile marketing platform for avoiding unsubscribe spikes caused by poor personalisation and over-messaging, and it's one of those questions where feature lists are almost no help. Every platform claims smart frequency controls, but the reviews tell a different story once teams hit scale.

From reviews filtered specifically around personalisation controls and frequency management:

CleverTap: One travel industry team described the challenge of reaching users within a tight window without triggering fatigue, and credited trigger-based journeys and real-time segmentation as what made it work.
Braze: Reviewers cite intelligent timing and per-user channel selection as what stops campaigns feeling like blanket blasts, with Liquid personalisation enabling genuinely individual messaging.
MoEngage: Behavioral targeting means campaigns hit users based on real actions rather than full-base sends, with real-time segments naturally excluding recently-messaged cohorts.
Insider One: Comes up for cross-channel frequency capping, where a user already reached on email doesn't then get the same message via push.

Has any platform genuinely helped bring down opt-out rates through better frequency or personalisation controls? Would really love to hear what actually moved the needle.

Unsubscribe spikes usually come from two different problems that get filed under one heading, and they take different fixes. Over-messaging is a volume problem, so a frequency cap or smarter send-time genuinely helps; poor personalisation is a relevance problem, and no cap touches it, because a perfectly-paced message that's clearly not for you still gets the unsubscribe. The trap is reaching for frequency controls (the feature every platform leads with) when the spike is actually relevance-driven, so the numbers don't move and it reads like the tool failed. Before shortlisting on frequency features, worth pinning down which one your spike is: was it volume, or messages landing on the wrong people?

Answered: Amita Jain on July 13, 2026

Cross-channel frequency control seems like the piece I’d pressure-test most. Email, push, SMS, and in-app caps can work individually while the same customer still gets overwhelmed across channels. Has anyone compared Braze, CleverTap, MoEngage, and Insider on whether their frequency rules genuinely coordinate across multiple journeys and channels?

Answered: Shubham Gupta on September 14, 2026

Cross-channel frequency capping is probably what would move the needle most for me. Personalisation helps relevance, but if someone gets hit with the same campaign on email, push, and SMS in a short window, opt-outs can spike regardless of how tailored the message is.

Answered: Preksha Buttan on September 15, 2026

To put a method behind the diagnosis: look at where the opt-outs cluster. Volume fatigue spreads fairly evenly across a campaign because it's about cumulative exposure, while a relevance problem concentrates in the one segment that got a message meant for someone else. If opt-outs by segment look flat, capping will help. If a single segment carries most of them, no cap will touch it.

Answered: Amita Jain on September 16, 2026

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What's the best mobile marketing platform that combines email, SMS and push notifications in one integrated interface?

Hey G2 community! I've been looking into the best mobile marketing platform that combines email, SMS, and push notifications in one integrated interface, and it's harder to find a clean answer than I expected. Most platforms claim multi-channel, but the reviews tell a different story once teams are live and managing all three channels day-to-day.

The ones that come up most when reviewers specifically discuss channel integration:

Braze: Reviewers describe tying email, push, and in-app into a single canvas without switching tools. Does SMS feel as native as push and email in practice?
OneSignal: Users describe managing push, email, and SMS from one dashboard with setup taking around 20 minutes and clean cross-platform API documentation. How does it hold up running all three simultaneously at scale?
CleverTap: Reviewers describe orchestrating journeys across email, push, SMS, and WhatsApp from a single workflow builder with behavioral triggers connecting the channels. Is the WhatsApp integration genuinely useful, or more of a nice-to-have for your use case?
MoEngage: Campaign creation across push, email, and in-app described as intuitive and not dependent on engineering support. Reviewers flag not needing to coordinate across separate tools as a key reason they chose it.

Iterable and Insider One also come up, though more in enterprise and e-commerce contexts.

Which of these has actually felt like one tool rather than three bolted together? Would love to hear what the weakest channel integration has been in your experience.

The shared dashboard is the easy part to demo, the harder question is whether the channels sit on one user profile and one send-budget underneath, or just share a screen. SMS is usually the tell, since it's often the channel added later, sometimes through a separate provider, so it can end up reading from its own identity and consent store. The test I'd run for "one tool, not three": set a global cap of, say, three messages a week and see whether SMS actually draws from the same budget as email and push, or spends its own. Has SMS been the channel that broke the shared-cap assumption for anyone, or does it hold up?

Answered: Amita Jain on July 13, 2026

Lots of platforms add SMS later through a separate provider, so it reads from its own identity store and has its own budget. The test is whether SMS actually draws from the same message cap as email and push or spends independently. That's how you tell if it's genuinely one tool.

Answered: Darshayita Thakur on September 15, 2026

Good to see the shared-budget test getting picked up. The thing worth adding now is what you do when the answer comes back no. If SMS does spend from its own budget, the workable fallback is capping at the person level outside the platform, usually with a suppression list every channel checks before sending. It's inelegant and it works, and it's worth knowing that before ruling a platform out on that one test alone.

Answered: Amita Jain on September 16, 2026

MoEngage has felt the most like one tool for us specifically because campaign creation across push, email, and in-app didn't require pulling in engineering every time we wanted to launch something new.

Answered: Mahima Chavan on September 16, 2026

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What is the best email marketing platform for ecommerce business?

The best email marketing platform for ecommerce business tends to become more about timing, personalization, and revenue impact rather than just sending campaigns. Looking at tools in the email marketing software category, I find that the ecommerce-focused platforms seem to differ based on how well they connect with customer behavior and purchase data.

What I’ve been trying to understand:

How well tools handle abandoned cart and lifecycle flows
Whether segmentation actually improves conversion rates
How easily platforms integrate with ecommerce systems
What level of personalization is realistically achievable

Some that stood out for me:

Mailchimp is widely used with ecommerce integrations and basic automation like cart recovery and product recommendations.
Brevo (formerly Sendinblue) supports transactional emails and automation, which can be useful for order updates and lifecycle campaigns.
GetResponse offers automation workflows and landing pages, which can help manage campaigns and conversions together.
Constant Contact is simple to use with ecommerce integrations, though more suited for straightforward campaigns.
Zoho Campaigns provides segmentation and automation, especially useful if you’re already using Zoho tools alongside ecommerce.

For ecommerce teams, what actually made the biggest difference in results, better automation or better segmentation?

Could you also share your thoughts on which platform handled lifecycle flows like abandoned carts most effectively?

Answered: Krithika Sathyamoorthy on April 7, 2026

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