When searching for an email marketing app, the sheer volume of options can be overwhelming, but following a structured process can help you find an app that fits your needs without feeling overwhelmed. First, determine the type of emails you want to send, whether it's transactional, drip campaigns, newsletters, or a combination of these. Next, identify the must-have features for your email marketing goals, such as A/B testing, HTML editing, automation, and industry-specific features. Then, build a testing team with representatives from different departments to help evaluate potential apps. Create a shortlist of apps that meet your needs and test each one with your team, paying attention to integrations with other apps and features you may not need. Finally, start with a free plan to get started and be prepared to switch if your chosen app doesn't serve the right purpose. By following this process, you can make an informed decision about which email marketing app is best for your business.