15 Top Cheap Email Marketing Software for 2023 - Financesonline.com

What is the top cheap email marketing software?

The top cheap email marketing software is Freshmarketer with its email campaign tools that allow you to engage subscribers in meaningful conversations. With pricing plans starting at only $19 per month for up to 2,000 contacts, the powerful automation tools of Freshmarketer increase engagement and build better customer relationships. Moreover, you can personalize content based on customer data to ensure high open and click rates.

Email remains a top-performing channel for marketers and is one of the preferred channels through which people want to hear from brands. The most effective subject lines are able to motivate recipients to open their emails multiple times a day. This only shows that email marketing software is a crucial tool in building and maintaining engagement. Adding this tool to your marketing strategy, however, need not require significant investment. There are cheap email marketing software available in the market that offer robust platforms that can help you reach your target audience.

Email is considered the gateway to customer motivation in other channels. Here, we present a list of email marketing software that are affordable and packed with features that will provide everything that your business needs to collect and nurture leads, as well as generate conversions.

Marketers need technology to effectively do their job, and email marketing software is just one of the tools that they use in ensuring that customers are engaged with their brand. Investing in technologies that can deliver is the key. The top 3 email marketing objectives identified are communicating with customers, communicating with prospects, and building brand awareness. These three factors are fundamental to building engagement.

Marketers, however, are facing tough challenges in competing for attention in the inbox and poor email engagement. Email marketing software, used the right way, can do segmentation and personalization, and so much more. As the gateway to customer activation in other channels, email marketing is at the core of the acquisition and retention of customers. Welcome emails and newsletters set the stage for the email marketing program that nurtures and retains relationships with customers.

The list that follows identifies software for email marketing that are inexpensive but offers features that can help your customer engagement strategies. Compared to free email marketing solutions that have limited functionalities, here we provide you with a list of the cheapest email marketing software that offers the essential tools that can help you grow your business.

Pathwire, 2021

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Top Cheap Email Marketing Software

1. Freshmarketer

Freshmarketer is an all-in-one marketing automation software by Freshworks. The email campaigns feature allows you to make meaningful email conversations and build better customer relationships. Freshmarketer has a drag and drop editor that lets you build emails from scratch where you can experiment with different designs and layouts.

Before sending out your emails, Freshmarketer has a feature where you can test how your emails would appear on different devices. This preview function helps you optimize your campaigns and ensure that all emails will be effective in starting conversations with your target audience. You can also personalize your subject lines and schedule emails.

Freshmarketer offers powerful automation tools that build engagement through personalization, list management, and subject line optimization. It easily integrates with your favorite marketing tools like API Access, Zapier, Marketplace, Segment, Shopify, and other popular business tools.

Price Range: Billed annually, pricing starts at $19 per month for growing businesses with up to 2,000 contacts. Freshmarketer is free to use for startups and small marketing teams with up to 100 marketing contacts.

Freshmarketer

Try out Freshmarketer with their free trial

What is unique about Freshmarketer?

Preview your email on different devices. With Freshmarketer, you can optimize your email for different devices. Prior to sending your campaign to your target audience, you are assured that your objectives will be served by the emails that you will send to start conversations with customers.
Campaign performance analytics. The powerful custom reports of Freshmarketer go beyond conventional metrics. It lets you drill down into your campaign data and get information that can deliver powerful insights on the effectiveness of your campaigns.
Scheduled emails. Since timing is crucial in email marketing, Freshmarketer lets you schedule campaigns to achieve greater returns. Based on forms submitted and IP addresses, Freshmarketer automatically enriches your recipient’s time zone information.

Detailed Freshmarketer Review

2. HubSpot Marketing

HubSpot Marketing is a powerful marketing automation software that includes an email marketing tool that lets you design and send professional emails. The goal-based email templates of HubSpot Marketing help you craft professional email campaigns that are optimized to display perfectly across any device.

For the most relevant subject lines, HubSpot’s email marketing tool lets you refer to the subscriber lifecycle stage, list membership, or any information in their contact record. You can also schedule your campaigns for optimal email programming. Using A/B tests and analytics, you can identify which subject lines are the most engaging to particular segments.

Built on the HubSpot CRM platform, the email marketing app of HubSpot Marketing ensures that emails are powered by customer data. With over 200 free integrations available, HubSpot Marketing easily integrates with other business tools such as Salesforce, HelloSign, Slack, GoToWebinar, and other marketing and CRM automation platforms.

Price Range: Pricing starts at $45 per month for up to 1,000 marketing contacts. All pricing plans allow you to white label forms, emails, landing pages, and live chat.

HubSpot Marketing

Try out HubSpot Marketing with their free trial

What is unique about HubSpot Marketing?

Powered by HubSpot CRM. The integration with HubSpot CRM software makes it easy to personalize emails and build lists. It also ensures that the contact list is accurate, with all marketing campaigns able to reach their target audience.
Extensive template library. Proven to drive customer engagement, the design of templates as well as the personalization of email facilitates conversations and builds strong relationships with the customer. HubSpot offers various email templates, including those that contain time-sensitive offers or other promotional offers.
Bulk emails are optimized. The capability of HubSpot Marketing email tool is not just sending bulk emails, but it also ensures that emails are optimized before they are sent out to intended recipients. Optimizing email for any device increases the chances of engaging your target audience.

Detailed HubSpot Marketing Review

3. MailerLite

MailerLite is a robust email marketing platform that automates the creation and delivery of emails, as well as the tracking of results. This software offers digital marketing tools that automatically send targeted and perfectly-timed emails, and creates dynamic and engaging emails in minutes.

MailerLite’s advanced email marketing features help you collect subscribers, automate workflows, strengthen customer relationships, and monetize your audience. With its segmentation, tagging, and personalization features, Mailer Lite ensures that all content delivered is relevant based on the interests, geography, and the behavior of your audience.

MailerLite helps you craft newsletters, landing pages, websites, and pop-ups with its drag and drop editors. You can connect your MailerLite account to the most popular web services like Shopify, MailerCheck, Stripe, Typeform, WooCommerce, and Zapier.

Price Range: Pricing starts at $9 per month for three users and $19 per month for unlimited users. For up to 1,000 subscribers, you can use the MailerLite platform for free.

MailerLite

Try out MailerLite with their free trial

What is unique about MailerLite?

Three email editors to choose from. MailetLite lets you create engaging campaigns through its drag and drop editor with interactive content blocks, with a rich-text email, or with the HTML editor. It also provides newsletter templates and an image library.
Integrate ecommerce platforms. Embed custom product blocks in your email campaigns based on your customer’s buying behavior. Integrate Shopify, WooCommerce, and other ecommerce websites. You can also sell subscriptions using Stripe on MailerLite landing pages.
Intuitive automation builder. With MailerLite, you can build advanced marketing workflows by using triggers that automatically deliver emails and update custom fields. You can also auto-resend campaigns to increase engagement.

Detailed MailerLite Review

4. vcita

vcita is a CRM and business management software that offers an email marketing solution that provides everything you need for effective email marketing. vcita lets you add CTAs to your emails and also helps you create coupon promotions to increase sales and promote your products.

From your mobile device, you can easily manage subscribers and create email campaigns with vcita, and get real-time results. The scheduling button for each email campaign provides prospects and clients with the chance to register for events or book appointments. All the one-click actions are designed for the purpose of increasing customer engagement.

vcita helps improve click-through rates by customizing email templates. It has an open and modular system that can be connected with other marketing automation and business management tools such as Wix, Weebly, Facebook, WordPress, Gmail, and Mailchimp.

Price Range: Pricing starts at $45 per month billed annually for up to 5,000 campaign recipients.

What is unique about vcita?

Call to action buttons. vcita allows you to integrate CTAs in your campaigns to provide access to customers from any device. These CTA buttons drive engagement and collect more data about the behavior and preferences of customers.
Send email on the go. With vcita, you can manage subscribers from your mobile device. Based on real-time results of campaigns, you can automatically send follow-through emails, and even remediate poor email engagement.
Easily launch email campaigns. vcita effectively facilitates segmentation and personalization using intelligent tools. You can import contacts and use tags to segment customers, personalize your email content, and optimize email deliverability.

Detailed vcita Review

5. Omnisend

Omnisend is an ecommerce marketing automation platform that allows you to create professional and personalized email campaigns. It eliminates the need to code, or for tedious editing, by providing a library of templates that helps you create stunning emails. You can also design customized emails that will promote consistency for your brand.

The dynamic content editor of Omnisend empowers your business to send more than generic newsletters. It has dynamic content blocks that you can integrate with each email campaign designed specifically for ecommerce so you can easily build shoppable emails.

The ecommerce-tailored segmentation of Omnisend allows you to personalize messages based on the shopping behavior of your contacts. It also offers integrations with a wide selection of third-party software, including BigCommerce, Magento, Shopify, WooCommerce, and other business tools.

Price Range: Pricing starts at $16 per month for up to 500 contacts, including 6,000 emails. Omnisend is free to use for up to 250 contacts at 500 emails per month.

Omnisend

Try out Omnisend with their free trial

What is unique about Omnisend?

Facebook and Google audience sync. The built-in audience sync of Omnisend helps you tap into new, high-affinity audiences by expanding your targeting across Facebook and Instagram and reaching similar audiences with paid ads on Google and YouTube.
Dynamic targeting. Ominisend has a Segment Suggestions feature that helps you build your first segments. This feature also allows you to reach more customer inboxes and at the same time reactivate your inactive contacts. In addition, your saved segments are automatically updated in real-time.
Intuitive segment builder. Omnisend offers a robust segmentation system that is easy to use where you can choose from a variety of filters and combine multiple rules. In this way, you can narrow down your targeting and deliver the most relevant content to your audience.

Detailed Omnisend Review

6. Ascend by Wix

Ascend by Wix, formerly known as Wix ShoutOut, is an email marketing app that includes a newsletter builder and editor. The contacts collected from Wix are automatically funneled into Ascend. With the intuitive email editor, you can either start from scratch or customize the designer-made email marketing templates provided by Ascend.

To increase open rates and engagement, Ascend uses dynamic values to personalize emails, and launch timely email campaigns that promote the acquisition and retention of customers. It lets you track your email campaigns with integrated analytics that show delivery rates, open rates, and clicks.

Ascend by Wix easily interconnects with websites and business apps that can help you to collect leads, analyze traffic, and interact with visitors. It can be integrated into any website, and you can also use third-party apps such as Zapier to connect your favorite business tools.

Price Range: Paid plans start at $10 per month, which includes all the must-haves to get you started, along with five campaigns. Ascend by Wix offers a free version with limited access to features such as forms, email marketing, chat, automation, and social posts.

What is unique about Ascend by Wix?

User-friendly email editor. The designer-made email marketing templates of Ascend lets you create emails that are effective in engaging customers. Colors, backgrounds, and videos are provided to enhance your campaigns and catch the attention of your target audience.
Automate email campaigns. From events to online store discounts you can schedule email campaigns using Ascend. Using customer data, you can identify the best time to send your emails to increase your open and click rates.
Advanced data analytics. Optimize your email marketing campaigns with Ascend by conducting split tests that can provide rich insights into how your customers interact with your content. Moreover, identify how your email is perceived by your target recipients by adding custom fields.

Detailed Wix ShoutOut Review

7. Constant Contact

Constant Contact is a complete marketing platform that includes an email marketing tool that lets you create effective email marketing campaigns like a pro. This platform includes an email editor and a library of templates, automation and segmentation tools, list management, tracking tools, A/B testing, and even a mobile app.

The advanced features of Constant Contact that go beyond the inbox include sign-up forms, surveys, and polls that are able to collect information about customers. The sign-up forms are dynamic and mobile-optimized, thus ensuring that customers can access and remain connected with your brand even from a mobile device.

Constant Contact also has a social media integration feature that creates and posts ads on social platforms like Google, Facebook, and Instagram. It interconnects with over 400 apps, including Zoho CRM, Office 365, WooCommerce, Zapier, and Salesforce.

Price Range: Pricing for Constant Contact is based on the number of contacts. The core digital marketing plan starts at $9.99 per month for up to 500 contacts.

Detailed Constant Contact Review

Best-in-class delivery rates. The email delivery rate of Constant Contact at 97% is one of the highest in the industry. This means that your campaigns will be delivered exactly where you want them delivered—to your target customer’s inbox.
Partner Program. For organizations in need of multiple accounts, Constant Contact offers special pricing for franchises, associations, agencies, and affiliates. With Constant Contact as your partner, you can track what is working and engage your audience.
Affordable pricing. For digital marketing, the core plan’s tiered pricing is based on the number of contacts. This means that you will not be required to pay for more than what you need. You can either go up or go down the tiered pricing based on your mailing list.

8. Sendinblue

Sendinblue in an email, SMS, Facebook, chat, and CRM platform that can help you grow your business by building stronger customer relationships. This all-in-one marketing software helps you personalize every step of your customer journey by creating personalized content.

Through CRM, marketing automation, transactional email, and segmentation, Sendinblue elevates the design, engagement, and deliverability of messages. It also saves time and boosts performance by automating marketing messages to a more targeted audience.

The dedicated landing pages and sign-up forms of Constant Contact turn visitors into customers. It easily integrates with third-party apps such as WordPress, Outfunnel, Make, Elementor, WooCommerce, Shopware, and other business tools.

Price Range: Pricing starts at $25 per month for the Lite plan with no daily sending limit. A free plan is also available, which can send up to 300 emails per day for one user.

Detailed Sendinblue Review

Advanced email personalization. With dynamic content based on your contact information, you can use contact database attributes to create rules on how to display content. These include using the favorite colors of your contact, as well as images based on your contact’s preferences.
Send time optimization. The machine learning-powered Send at the Best Time feature of Constant Contact allows you to send your email campaign at the perfect time. Schedule the individualized send times for each recipient and discover how this level of personalization drives superior engagement.
Contact segmentation. With the powerful segmentation feature of Constant Contact, you can increase opens and clicks. As a result, you can sell more products and services while keeping your customers happy with relevant content.

9. Active Campaign

Active Campaign is a customer experience automation software that provides email marketing, marketing automation, and CRM tools. This automation platform helps ecommerce, B2C, and B2B companies to reach, nurture, convert, and grow customers.

To find the right prospects, Active Campaign uses precise targeting through segmentation, dynamic content, and messaging. The contact management feature of Active Campaign uses simple workflows to automate the marketing process.

Active Campaign makes use of email segmentation, subscription forms, site tracking, and deliverability to create compelling messages and engage audiences. It easily connects with your favorite payment processors, membership websites, and ecommerce stores, including Shopify, Paypal, Stripe, WooCommerce, and BigCommerce.

Price Range: Billed yearly, pricing for Active Campaign Lite starts at $9 per month for up to 500 contacts.

Detailed ActiveCampaign Review

Site tracking. Active Campaign site tracking lets you see what products, services, and information your contacts are most interested in. Once you know these, you will be able to design more targeted follow-throughs that can convert more customers.
Email deliverability best practices. Active Campaign performs email list hygiene automatically to remove inactive addresses. In addition to engaging content, all campaigns have double opt-in and simple unsubscribe processes.
Personalized emails. In brand emails, recipients value personalization. Active Campaign lets you create emails based on the information that you have about your contacts. This makes every message more personal, more engaging, and drive more sales.

10. Active Trail

Active Trail is a marketing automation software that includes an email marketing tool that lets you create newsletters and email campaigns to reach and engage your target audience within minutes. It is a comprehensive email and SMS marketing automation software that helps businesses plan, create and deploy campaigns across multiple channels.

The email newsletter templates of Active Trail are modular and can be modified based on your desired engagement outcomes. Schedule your email sending through the Predictive Delivery feature that takes the guesswork out of choosing the ideal send time.

Active Trail makes campaigns more effective with autoresponders that allow you to configure your emails in such a way that they will respond to customer behavior and triggers. Using the Active Trail API, you can instantly connect Active Trail to your favorite business tools like Zapier, Salesforce, Paypal, Facebook, and WordPress.

Price Range: The basic plan starts at $8 per month, billed yearly, for up to 500 contacts.

Detailed ActiveTrail Review

Optimal email scheduling. The Predictive Delivery feature of Active Trail will automatically send your emails at the optimal time for each and every contact. By analyzing the history of email opening times, Active Trail is able to predict when is the optimal time to send campaigns to each recipient.
Dynamic segmentation. The filters and dynamics group function of Active Trail partitions your recipients into groups that update automatically. In this way, your email marketing efficiency is increased while at the same time effectively managing your email list.
Trigger-based email marketing. Active Trails lets you design automation based on the behavior of visitors to your website and landing pages. Through this, you can activate the automatic delivery of emails to visitors based on their behavior.

11. iContact Pro

iContact Pro is an email marketing platform specifically designed for small businesses. It provides easy-to-use tools that help you design catchy emails, personalize messages, and automate communications. iContact Pro helps you grow your audience by continually improving your subscriber lists and engaging them effectively.

Providing all the essential tools to grow your small business, iContact Pro lets you create responsive landing pages, You can also collect emails, accept inquiries, and build an audience with subscription forms. Email automation encompasses building personalized subscriber journeys that will start your conversation with customers.

The multistep welcome and nurturing emails of iContact Pro build connections with new subscribers and go beyond autoresponders. With iContact you can connect over 1,000 apps and software, including Salesforce, Calendly, Zoom, Acuity Scheduling, Microsoft Outlook, and Webflow.

Price Range: For businesses with up to 1,500 contacts, pricing starts at $23 per month. iContact Pro is free for businesses with a maximum of 500 contacts.

Detailed iContact Pro Review

Superior performance tracking. Quickly grasp trends through the easy-to-understand reports of iContact Pro. Get insights from a single dashboard and see how your audience is growing and how well your campaigns are performing.
Intuitive tools for growing your audience. Grow and manage your audience with unlimited free forms from your website and landing pages. These forms can be customized to your brand using the drag and drop builder.
Collect custom data. To better personalize emails, iContact Pro helps you tailor your campaigns to specific subscriber segments. This is made possible by the custom fields that you can add to your forms, which allow you to collect permission-based data.

12. EasySendy

EasySendy is the email marketing software for bloggers, podcasters, vloggers, business coaches, YouTubers, course creators, and other online creators. Automatically capture subscribers from your website by embedding web pop forms, exit-intent pops, on-site messages, one-click social sign-up buttons, and on scroll pops.

You can also create lists with searchable custom fields with EasySendy, while the segmentation feature allows you to manage and micro-segment new and existing email lists based on subscriber behavior. Known as the hybrid email marketing software, EasySendy can launch various campaigns with autoresponders and automated drip email.

EasySendy interconnects with business tools, including email service providers, landing page providers, lead capture forms, marketing platforms, and other apps such as Zapier, Memberful, CallRail, Gleam, and Unbounce. EasySendy is offered in two plans—the EasySendy Pro and EasySendy Drip.

Price Range: EasySendy pro plans start at $19 per month for up to 10,000 subscribers with two delivery servers. You can also send emails to 2,000 subscribers with the free plan, which will charge you only for sent emails that are billed at the end of each month.

Detailed EasySendy Review

Searchable custom fields. Import your customer emails along with custom fields. You can also define the fields with tags of your choice. From the email list management dashboard, all your custom fields can be easily searched.
Advanced email campaigns. EasySendy includes autoresponder campaigns, event-based email campaigns, RSS feed email campaigns, and plain text email campaigns. You can also add emoji of your choice to the email subject lines.
Real-time reports. With EasySendy you can easily analyze the recent activities of your subscribers along with data on the growth of email campaigns. Getting real-time campaign results is essential to quickly adjust email content and strategy.

13. Mailchimp

Mailchimp is an email marketing platform that lets you create engaging emails that can grow your brand. Building an email template is a breeze with the Creative Assistant, while the Subject Line Helper gives you feedback on the right subject lines that can make your emails click-worthy.

Guiding your email marketing process every step of the way, the Content Optimizer provides suggestions on how to make your email copy, imagery, and layout more engaging. In addition, the Customer Journey Builder automatically sends emails based on the behavior of customers.

Mailchimp is a complete email marketing solution that takes care of the technical work and lets you focus on building relationships with customers. Connect your favorite apps and web services like Mailchimp, Squarespace Commerce, QuickBooks Online, Shopify, and Stripe.

Price Range: The essentials plan starts at $11 per month for up to 500 contacts. You can also use Mailchimp free of charge with limited functionalities for up to 2,000 sends.

Detailed MailChimp Review

Customer Journey Builder. Take customers from prospect to purchase with Mailchimp, which is made possible by the customer journey builder. Tools are provided to visualize the customer journey, pre-built journeys, and personalize at scale.
Multiple starting and branching points. Mailchimp helps you start conversations with customers through automated journeys. Based on customer interactions and behavior, relevant messages are delivered to subscribers with the aim of increasing engagement.
Content Optimizer. This Mailchimp feature helps you improve your email content by comparing it with email best practices. In addition, this tool provides personalized suggestions on how to improve future email marketing content.

14. Mailercloud

Mailercloud is an email marketing solution that lets you create, send, and track email marketing with ease. Craft automated, targeted, and engaging campaigns with the email builder that helps you build email newsletter templates. These mobile-ready and tested email templates empower you to send professional email newsletters in minutes.

Improve your campaigns and increase your open and click rates with Mailercloud through personalization, custom domains and dedicated IP. Efficiently organize your subscribers and keep them engaged through conversations facilitated by regular campaigns, email automation, and A/B testing.

With Mailercloud’s AI-powered tools, you can create a powerful email marketing strategy that can deliver unprecedented growth to your business. Mailercloud easily integrates with CMS, ecommerce, CRM, email newsletters, and other business tools, including WordPress, Zapier, Integrately, Pabbly Connect, and Salesforce.

Price Range: The premium plan starts at $10 per month, which includes access to all premium features for unlimited emails per month. Mailercloud offers a free plan that includes all the essential tools for up to 1,000 contacts.

Detailed Mailercloud Review

Contact monitoring. Segment your contacts and get detailed real-time reports of their activity in a few clicks. Efficient contact management through segmentation, filtering, and identifying unique properties allows you to craft more personal conversations.
Black list monitoring. Mailercloud ensures safe email delivery by using tools such as the broken link checker and also by reviewing email content and header for any blacklisted domains. This black list monitoring tool helps you maintain high outreach rates.
Advanced campaign reports. Mailercloud provides detailed reports of all your campaigns complete with metrics to help you increase conversions. The real-time reports use high-level statistics to track audience engagement and overall growth.

15. Mention

Mention is a market monitoring tool that covers all business monitoring activities over the web, including social media monitoring and management, brand management, web monitoring, competitive analysis, and tracking for Instagram, Facebook, and Twitter.

The media monitoring tool of Mention encompasses measuring campaign performance, which includes email marketing. Features include A/B testing and an automated email workflow that instantly sends behavior-based emails to subscribers.

Monitoring important conversations about your brand or products allows you to evaluate and revise your current strategies to either strengthen or sway customer sentiments, which is crucial to earning the trust of your subscribers. Mention integrations include those with Zapier, Slack, Geckoboard, RSS Feed, and Mention API.

Price Range: Pricing starts at $29 per month for the solo plan which includes two alerts, 5,000 mentions, and five social accounts.

Detailed Mention Review

Easily monitor the web daily. Mention can monitor over 1 billion sources across the web, which ensures that you will never miss a conversation about your brand or product. This feature is important as you can immediately integrate the results of your monitoring into your emails.
Drive your email strategy with real-time insights. Listen and learn from your web monitoring data that analyzes mentions from multiple sources across the web. Filter key conversations to identify trends and get the pulse of your audience to start more meaningful conversations in your emails.
Provide engaging content. The web monitoring feature of Mention will deliver powerful insights that can help you craft the most relevant content. When you constantly monitor your audience, you can generate email and newsletter content that will not just fill in your content calendar but also increase open and click rates.

Choose A Cheap Email Marketing Software That Delivers

The best email marketing software promotes a customer-centric approach. The customer inbox is a private space, and for email marketing to be effective, emails must become more personal and engaging. To craft these types of emails, your software should have the right tools.

Freshmarketer is the top cheap email marketing software based on our review because of its robust features that do not cost as much as other email marketing software that offer the same functionalities. Freshmarketer delivers compelling marketing campaigns that can help you build an engaged subscriber and customer base. You can avail of its free trial to help you decide if this email marketing software will benefit your team.

From crafting engaging emails to designing landing pages and integrating social media, email marketing software has a lot to offer, which can significantly build lasting conversations with customers. In looking for the cheapest email marketing software, check if all the essential tools are included in the pricing to ensure that you are all set to personally know and engage your audience.

By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.