1. Count the audience you can email
Estimate the active, permission-based subscribers you expect to contact. Ask each provider how it counts active contacts, archived records, suppressed contacts, and unsubscribed people. A low headline price can change once your active list crosses a tier.
2. Estimate sends, not just subscribers
One campaign sent to 800 people is about 800 email sends. A monthly newsletter, welcome sequence, and event reminders all add to the volume. Check both the audience tier and the monthly sending allowance.
3. Map the first automation
Sketch a simple welcome flow: a signup trigger, a useful first email, one follow-up, and a clear way to stop or change the sequence. Then check how many active automations, triggers, steps, and conditions your plan supports.
4. Check the publishing tools you will use
List the forms, landing pages, website pages, integrations, and reporting views your workflow needs. Look for the exact limits on your plan. A feature may exist in a product while its allowance differs by tier.
5. Compare the full monthly bill
Compare the same subscriber count, billing interval, currency, and tax treatment. Check whether sending volume, extra seats, dedicated support, or add-ons change the total.
6. Check portability and support
Before importing a list, find out how to export contacts, unsubscribe records, forms, and automation data. Read the support hours and channels for the plan you are considering. Keep a copy of your own consent records and suppression list.
A simple comparison sheet
| Question | What to write down |
|---|---|
| Audience | Active contacts and expected growth |
| Sending | Campaigns per month × recipients, plus automation email |
| Automation | Triggers, steps, branches, and active flow limits |
| Publishing | Forms, landing pages, websites, and custom domain needs |
| Operations | Seats, integrations, export options, support route |
| Cost | Price at your list size, billing interval, and tax |
Once you have the sheet, compare current documentation and pricing for each provider. Recheck before you buy because plan names, limits, and prices change.