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Which capabilities do you actually need?
Only “must have” eliminates candidates — be honest about what you use.
Marketing automation
A/B testing
Audience segmentation
Email templates
Landing pages
SMS marketing
Remove branding
Paid subscriptions
Unlimited forms
Custom domain
Subscription billing
Digital product delivery
Payment processing
API access
Custom sending/tracking domain
Send-time optimization
Ads & sponsorship monetization
Referral program