ANALYSIS OF THE EXISTING E-MAILING MANAGEMENT TOOLS AND SYSTEMS: METHODOLOGY FOR THE STUDY OF THE EXISTING SITUATION

This study presents a structured and comparative analysis of the most widely used email marketing tools in the context of e-commerce. Building upon previous research on the email marketing solutions landscape, it outlines a rigorous methodology that includes the definition of clear evaluation criteria, the selection of relevant tools, and the use of diverse information sources. Key platforms such as Mailchimp, Brevo, GetResponse, ActiveCampaign, HubSpot Email Marketing, Klaviyo, and Omnisend are analyzed according to essential and advanced functionalities, including automation, personalization, segmentation, integrations, pricing models, usability, support, and compliance. A comparative table synthesizes their main characteristics, offering insights into their respective strengths and market positioning. The analysis reveals that while no single tool is universally optimal, each offers distinct advantages depending on business needs. This work lays the foundation for identifying the limitations of existing solutions and exploring the potential for a more tailored email marketing system aligned with the specific requirements of e-commerce environments.