How do you keep customers engaged with your products, services and brand? With many industries changing in real time, this is one of the biggest questions facing business owners today. One way to consistently interact with your customers is through email. But with a wide variety of email marketing software providers out there, which one is best for your business?
That’s the question we’re here to help you answer. We researched the best email marketing software providers in the industry and took a hard look at the features, cost, support and overall value offered by each. The result is this guide of the 10 providers we feel are the best options for small-business owners.
Methodology
To help small businesses choose the best email marketing software for their needs, we evaluated 13 services and 41 distinct plan offerings using more than 850 data points to develop a ranked list. We assessed each email marketing software’s value, general features and additional features. We then assigned our Editors’ Score to each product before selecting the products that rose to the top of our ranked list for inclusion. Read our full methodology here.
Campaign Monitor
Best email marketing software for small businesses
Why we picked it
Campaign Monitor was started in 2004 by two childhood friends, Ben Richardson and David Greiner. Since then, it has grown substantially, broken Australian records for a private fundraising round ($250 million) and become a powerhouse in the email marketing software space.
Campaign Monitor is our top email marketing software recommendation for a variety of reasons. For one, it has many advanced features in its cheapest plan, like A/B testing and transactional emails. Also, it includes unlimited users with all plans and unlimited email sends starting with its second plan.
Campaign Monitor has some industry-leading tech, called Marigold Liveclicker Express, that allows you to set up emails that’ll adjust content in real time depending on a variety of conditions, like when your customer opens the email. For example, if you run a local business like a coffee shop, you could set your emails to advertise a warm beverage if it’s cold outside when the email is opened.
As is the case with any provider, Campaign Monitor does have a few downsides. It can get pricey if you have a lot of contacts. Also, users mentioned that the interface can be confusing and that some design limitations can be frustrating.
Pros
- Advanced features included in cheapest plan
- Unlimited users with all plans; unlimited email sends starting with second plan
- Dynamic email content that changes based on a variety of parameters
Cons
- Pricey if you have a lot of contacts
- Users cite a learning curve for the interface
- Limited customization according to some reviews
Who should use it
Campaign Monitor is a solid email marketing software for any small business. Businesses with a healthy budget looking for advanced content, segmentation and optimization features are especially likely to benefit from Campaign Monitor. If you have a tight budget or just need basic features to send out a few emails a month, you may want to check out some other providers.
ActiveCampaign
Best for advanced email automation
Why we picked it
One of the most well-known names in the industry, ActiveCampaign has been in the email marketing software game since 2003. Thousands of brands in over 170 countries use ActiveCampaign, including high-profile companies like Roland, LeapFrog and the Sundance Institute.
One of the major reasons ActiveCampaign made our list of best email marketing software companies is because of how intuitive it is to create powerful email automation sequences. We’ve used ActiveCampaign to set up extensive automation campaigns in the past and can confirm how simple it is once you get the hang of it.
Another big plus, one frequently mentioned by users in their reviews, is how many integrations ActiveCampaign has. This makes it much less likely that you’ll run into trouble connecting whatever third-party applications you’re already using with ActiveCampaign. And, with a 4.5-star rating on G2 with over 13,000 reviews, it’s clear that the majority of users are fans of ActiveCampaign. The cherry on top? ActiveCampaign has one of the highest deliverability rates in the industry.
Although ActiveCampaign is relatively easy to use, the sheer number of features and options can make the learning curve a bit steep if you don’t have much experience with email marketing and automation. Users also reported that ActiveCampaign can get quite expensive and pointed out that getting formatting right in emails can sometimes be a pain.
Pros
- 14-day free trial
- Powerful and easy-to-use automation builder
- One of the highest deliverability rates in the industry
Cons
- Expensive if you have a big contact list
- Steep learning curve according to some user reviews
- Users say email formatting can be difficult
Who should use it
If you’re planning on segmenting your contacts and want to build powerful and detailed automated email campaigns, check out ActiveCampaign. It’s also a great fit if you anticipate needing a lot of integrations. However, the cost adds up quickly as you get more contacts, so it may not be the best fit for businesses looking for cheap and basic email marketing software.
Constant Contact
Best for newsletter creation
Why we picked it
Founded in 1995, Constant Contact is one of the oldest and most well-known providers in the email marketing software space. Since the beginning, Constant Contact’s focus has been on small businesses, and its longevity in the industry and solid customer reviews show it’s doing something right.
The primary reason we included Constant Contact in our roundup of top email marketing software providers is because it does the basics well. A lot of businesses are just looking for a solid system they can use to send out a few weekly or monthly promotional emails or newsletters. And that, according to users, is what Constant Contact is really good at, thanks in part to its easy-to-use/easy-to-access newsletter templates and reporting. It’s also good to note if you’re a nonprofit and pay annually, you can get up to 30% off.
There are a few downsides to keep in mind if you plan on trying Constant Contact. Users reported that email design elements can be a bit basic and hard to customize. They also note some issues syncing Constant Contact with their external customer relationship management (CRM) software.
Pros
- 30-day money-back guarantee
- Good deliverability rate
- Phone support with basic plan
Cons
- Basic email design and difficult customization per some user reviews
- Some users report CRM syncing issues
- Need Premium plan to make custom automation paths
Who should use it
If you’re a business looking for a great system to send basic email newsletters, offers and promotions, Constant Contact is worth checking out. If you’re on a budget but still want phone support, you’re in luck: Phone support is offered with all plans (not just higher-cost plans like many other providers).
Brevo (formerly Sendinblue)
Best for multilingual and 24/7 support
Why we picked it
Opening its doors in 2012, Brevo (formerly Sendinblue) is a relative newcomer in the email marketing software industry, at least when compared to some of the other heavy hitters in our guide. Being a newcomer hasn’t stopped Brevo from snagging some high-profile clients, though, including Michelin, eBay and Amnesty International.
We selected Brevo as one of our 10 best email marketing software providers for several reasons. First and foremost, it’s the only provider we ran into that provides support in six different languages — English, French, German, Italian, Portuguese and Spanish. Also, Brevo has 24/7 support (although phone and live chat are only available on the Business plan and above). Lastly, Brevo has a decent free plan that includes high-end features like transactional emails, workflow automation and advanced segmentation.
Brevo does have a couple of negatives. Compared to other major providers, its email deliverability rates are low, meaning there’s a greater chance your emails will end up in your recipient’s spam folder. Quite a few users also expressed frustration with the Free plan’s 300-email daily limit.
Pros
- Multilingual support
- 24/7 support
- Solid Free plan
Cons
- Free plan limited to 300 daily email sends
- Low deliverability rate compared to competitors
- Several users mentioned that email and weekend support can take a while
Who should use it
If you (or your email marketing manager/employees) prefer to converse in French, German, Italian, Portuguese or Spanish, then Brevo, with its multilingual support team, is a natural fit for your business. Plus, by offering a variety of plan options, Brevo is a good fit for businesses looking to start small and scale. Just be aware that deliverability rates may not be as good as some competitors. So, if your business sends legal or time-sensitive emails, where prompt and reliable delivery is critical, you may want to choose another option.
MailerLite
Best free email marketing plan
Why we picked it
MailerLite was co-founded in 2010 by Ignas Rubezius and Ilma Tiki, the offspring of a web design agency founded five years earlier. With a focus on simplicity, ease of use and customer support, MailerLite has become a significant player in the email marketing software industry.
There are two main reasons we included MailerLite in our best email marketing software list. To start, it has one of the most robust free plans in the industry, allowing 12,000 monthly email sends for a list of up to 1,000 subscribers. The Free plan also includes some features many other providers don’t offer with their free plans, including A/B email split testing, email deliverability by time zone and an image library with over 1 million free images. The other reason we included MailerLite is because it has the highest average user rating of all the providers we reviewed (at the time of publishing), averaging 4.5-stars between Trustpilot, G2 and Capterra.
One of the drawbacks with MailerLite is that after your first 30 days on the Free plan, you lose access to any kind of human customer support (knowledge base only). Also, users report that advanced automation features are lacking and integrations can be limited and complicated to set up.
Pros
- Free plan with generous monthly email sending limits
- Very well-rated by users
- Helpful customer support
Cons
- Human customer support limited to 30 days on Free plan
- Advanced automation features limited per some reviews
- Some users cite limited/hard-to-configure integrations
Who should use it
If you’re looking for an email marketing software with a top-of-the-line free plan, you should definitely check out MailerLite. Also, the odds are good you’ll be satisfied long term if the high user reviews and many mentions of great customer support are any indication. A few users did mention that MailerLite’s automation features aren’t as robust as some competitors, like ActiveCampaign. So, if you plan on focusing heavily on advanced automation and triggers, you may want to look elsewhere.
Zoho Campaigns
Best for affordable premium plans
Why we picked it
AdventNet, the company that eventually became Zoho, was founded in 1996 in New Jersey. In 2009 the company rebranded as Zoho Corporation and launched its email marketing software system, Zoho Campaigns, in 2012. Since then Zoho has become one of the biggest names in the small-business software provider game, offering a comprehensive and fully integrated suite of business software solutions that can be mixed and matched as desired.
The fact that you can use Zoho products for so many different business applications is one of the reasons we included it in our roundup of best email marketing software providers. You can get applications for accounting, marketing, CRM, HR and much more that all play nicely with each other. But the main reason we included Zoho Campaigns specifically is because of its affordability. It has the most affordable premium plan offered by any of the providers in this guide. With that plan, you get top-end features like advanced contact segmentation, contact scoring and tags, dynamic email content, advanced automation workflows and much more.
Unfortunately, quite a few users reported that Zoho’s interface isn’t very easy to use. Also, users commented that the design templates were a bit dated and that there just weren’t enough. Lastly, Zoho’s automated system flags certain emails it deems “suspicious” for manual review (in an attempt to try to keep delivery rates higher), which can cause slowdowns and delays in sending.
Pros
- Affordable premium plan with advanced features
- Integrates with other Zoho business suite products
- Free plan that offers 6,000 email sends per month
Cons
- Email review process can slow down email sends
- Users report email design templates and features are dated/lacking
- User interface isn’t very intuitive per some reviews
Who should use it
If you’re looking for advanced features at as affordable a price as possible, then you should check out Zoho, especially if you’re interested in using any of Zoho’s other software applications. Just keep in mind that the system might not be the most intuitive, so if you’re new to email marketing, you might want to start elsewhere. Also, if you have large contact lists or need automations with many triggers and emails, Zoho Campaigns may struggle to do the job.
Mailchimp
Best for social media integration and management
Why we picked it
If you’ve spent any time around email marketing software, you’ve probably heard of Mailchimp. It was launched in 2001 with the goal of providing small businesses with access to some of the same marketing tools and advantages that previously had only been available to bigger businesses. Mailchimp was acquired by Intuit in 2021.
Mailchimp’s longevity in the industry means it has had time to develop integrations with lots of different third-party tools, especially social media platforms like Instagram, Facebook and X (formerly Twitter). You can post to social media with any of Mailchimp’s plans (including the free one), which in and of itself is already something many other providers can’t do. But if you pay for the Standard or Premium plans, you can use Mailchimp to schedule posts to be published automatically, track performance across all channels, and even leverage AI tools to work with you to create new social content based on what you’ve posted before.
When combing through user reviews, we found that a lack of email customization and limitations on template design were consistently mentioned as frustration points. Users also noted that setting up and configuring email automations can be a pain, especially compared to other providers. When using Mailchimp in the past, we had issues with email formatting, the result being that we often had to send multiple test emails to ensure the final emails looked right when they reached our recipients’ inboxes.
Pros
- Great tools for integrating with social media
- Free plan available
- Over 300 integrations available
Cons
- Users cite email design and customization limitations
- Email automation is complicated and tricky to configure according to reviews
- Sales chat support isn’t very helpful
Who should use it
If you have an avid following on social media and are searching for an email marketing tool to capitalize on those followers, you should give Mailchimp a look (especially the Standard plan or above). But, if you’re looking to create complex automations or email sequences, you should consider other providers before you pull the trigger on Mailchimp.
GetResponse
Best for nonprofits with a limited budget
Why we picked it
Started in the late ‘90s in a small city in Poland, GetResponse has proven it has some serious staying power in the email marketing software industry. Since going global in 2009, it’s become one of the main players in the space.
Although GetResponse has a variety of things going for it, the main reason we included it in this guide is because of how great of a deal it offers for nonprofits. Once you sign up through nonprofit network TechSoup, you can choose any of GetResponse’s plans for a whopping 50% off. Pair that with unlimited monthly sends, A/B testing and autoresponders included with all paid plans, and you have a solid system and feature set that can grow with your business (nonprofit or not).
Like any software, GetResponse has a few weak areas. According to users, system and email reports aren’t intuitive to pull/use. Also, landing pages aren’t optimized for mobile, which is a big downside. Lastly, users noted that integrations were a weak point, at least when compared to other platforms.
Pros
- Many users reported very few dislikes overall
- Solid deliverability rate
- Great deal for nonprofits
Cons
- Several users mentioned that reports were clunky and not very robust
- Landing pages could be improved/optimized better for mobile per some reviews
- Some users cite limited integrations compared to other platforms
Who should use it
If you’re a nonprofit with a limited budget, then giving GetResponse a try and getting 50% may be a no-brainer. With a solid deliverability rate and very few complaints in a lot of user reviews, GetResponse is a great option for any business. Just keep in mind that if advanced reporting and integrations are something you’ll need, GetResponse might not be the best fit.
Moosend
Why we picked it
Moosend has been around since the early 2010s but was acquired by Sitecore in May 2021. It has an impressive list of clients, including Domino’s, Gucci, Sephora, Vogue and TEDx. Moosend’s claim is that it’s the “simplest and most modern solution.”
Although proving Moosend’s claim is functionally impossible, simplicity and ease of use are the main reasons we included it in our best email marketing software rundown. Users consistently report how intuitive the system is, and Moosend’s ease of use is rated 4.5 stars on Capterra. Plus, with a 30-day free trial (no credit card required), you’ll be able to take it for a thorough test drive to see if it works for your business.
Moosend has a few areas that users reported could use some improvement. For example, many felt that customization options were limited and the template library could be expanded/improved. Other users mentioned that there were glitches in the system that affected performance and productivity. Also, some customers found the analytics system a bit basic and expressed a desire for more advanced reporting.
Pros
- Very easy to use
- 30-day free trial (no credit card required)
- Lots of positive user reviews about customer support
Cons
- Many users mentioned that template variety and customization needed improvement
- Users reported occasional glitches that affected usability/performance
- Customers felt that analytics could be more robust
Who should use it
If simplicity and ease of use are top priorities for you, you should consider Moosend. Another positive is that Moosend’s Pro plan is quite affordable when compared to other providers, even with a fairly large amount of contacts. However, if advanced reporting and custom email design are important to you, you may want to consider other options.
Drip
Best for email/template customization
Why we picked it
Launched in 2012, Drip is a relative newcomer to the email marketing software space. We’ve had our eye on Drip since 2014 when we gave it a whirl and were impressed with how easy it was to draft complex automation sequences and design customized emails. Back then Drip was an upstart software that nobody knew about; now it’s a well-known name in the industry.
Although Drip has changed over the years, one thing that hasn’t is how easy it is to use Drip’s drag-and-drop builder and templates to customize and design effective email campaigns and automation workflows. That’s the main reason we included it in our best email marketing software list. Reviewers also commented on how easy the interface was to use.
Drip can do a lot, but that means that the learning curve can be a bit steep. Although Drip does have a 14-day free trial, its cheapest plan starts at $39 per month, which is one of the more expensive intro plans in this guide. Also, support is a bit sparse. If you pay less than $99 per month, you only have access to email support. Chat support is reserved for customers who pay $99 or more a month. Drip doesn’t offer phone support.
Pros
- Easy-to-use interface
- Wealth of customizable and prebuilt templates
- Simple and clear pricing (although it’s not the cheapest)
Cons
- Fewer user reviews when compared to competitors
- Customers who pay less than $99 per month only get email support
- Entry-level plan is pricey compared to competitors
Who should use it
If you need a lot of email customization and a clean, modern design, Drip is a solid choice. Its simple drag-and-drop builder and customizable templates make it easy to create the designs you want. If you’re on a really tight budget or if phone support is important to you, then Drip might not be the best choice.
Compare top email marketing software providers
What is email marketing software?
Email marketing software helps businesses manage their email interaction with customers/potential customers. It includes digital tools to segment email lists based on a variety of factors, send one-off and sequenced emails to customers, build automated email campaigns that will trigger and send emails to different addresses depending on their activity (e.g., interacted with a specific product, didn’t open your last email, etc.), and more.
Benefits of using email marketing software
- More organized contact list: Group like contacts together, create different send lists for different groups of addresses, and move contacts in and out of lists based on specific triggers
- Advanced email send options: Schedule emails to send at specific times, send based on your contacts’ time zone, send based on contact behavior, etc.
- Email design customization options: Use templates to create newsletters; use drag-and-drop builders or HTML to create your own designs
- Dynamic email content: Tailor email content based on the activity/history of individual users; display different content depending on local weather or time
- Email open and click tracking: Track email open and click rates, send times and return on investment (ROI)
- Advanced email automation: Create in-depth email automation sequences that’ll send emails, segment contacts and so on based on a variety of triggers and criteria
Related: How to create a business email (yes, you should have one)
Essential email marketing software features
As with any diverse industry, no two email marketing software companies will have identical features. However, there are some core features you’ll want to look for when you’re shopping around.
- Drag-and-drop builder: Edit and customize email designs without needing to code
- Variety of prebuilt templates: Personalize your emails and hit send
- Segmentation: Group contacts based on similar interests/actions
- Reporting and analytics: Leverage open rate, click rate and other data to optimize your emails and maximize your return on investment (ROI)
- Automation tools: Set up triggers to send emails, segment contacts, route contacts through a series of emails and more
- Email scheduling: Schedule emails to send at specific times
- A/B testing: Test different email subject lines, content, etc., to see which performs best
- Landing page builder: Customize pages to optimize interaction and capture leads
- Variety of integrations: Connect with other software tools to maximize your email marketing
How much does email marketing software cost?
As with most software products, how much email marketing software costs depends on a variety of factors — size of contact list, desired monthly email sends, features needed, etc. There are email marketing software providers like MailerLite, Brevo, Mailchimp and GetResponse that have a free plan for up to a certain number of contacts/email sends (daily or monthly limit).
In general, basic paid plans cost between $4 and $40 a month for 2,500 or fewer contacts (depending on the plan). Obviously, as your contact list grows, you should expect to pay significantly more, especially if you need premium features or your list exceeds 10,000 contacts.
Other important considerations
To choose the best email marketing software for your business, here are a few other things to keep in mind:
- Budget: Figure out what you can afford and then shop around.
- Number of users/level of user access: Is one user login enough or will you need multiple logins with different levels of permission/access?
- Integrations: Make sure the software you already use is compatible with the email marketing software you’re considering.
- Feature requirements: A platform with a lot of features is exciting, but the sweet spot is finding a provider that has the features you need without a lot of extra ones that make the software harder for you to use.
- Scalability: If you want to grow quickly, make sure you choose email marketing software that can grow with your business.
Methodology
To help small businesses find the best email marketing software for their needs, we researched top email marketing providers using a specific set of desired data points. After we collected this data, we narrowed our list based on three primary categories encompassing 18 different metrics. We weighted each metric based on what matters most for your business. Using the final score for each email marketing software, we selected the email marketing software providers that rose to the top for this list.
We assigned each email marketing service an Editors’ Score encompassing four key areas before converting final scores to a star rating out of five. This score doesn’t affect our selection methodology or assessment of key data points for ultimate list inclusion.
Here’s how our methodology breaks down:
Value (36%)
For small-business owners, value is always a top consideration. What are you getting for the hard-earned money you’re putting out? That’s why value is our heaviest-weighted category when ranking email marketing software providers. We took a look at whether public pricing is available, which providers offer a free plan or free trial, the cost for a monthly or annual subscription, the user/seat limit, and whether or not there’s a one-time software fee.
Additional features (23%)
It may seem backward to give more weight to the additional features offered by email marketing software providers than general features. But, since many core features are similar from provider to provider, the additional features are often what sets an individual email marketing software company apart from the crowd.
That’s why we took a hard look at providers to see if they offer onboarding assistance to get you set up, social media integration tools, email tracking analytics, a web form and landing page builder, and text/SMS campaigns.
General features (21%)
Although additional features may set one provider apart from another, it’s still important that the core features meet the needs of your business. Here, we looked at whether or not email marketing software providers offer unlimited email sends, a library of prebuilt email templates, a built-in image library, drip campaigns, A/B testing and audience segmentation.
Editors’ Score (20%)
Our Editors’ Score for the best email marketing software for small businesses considered four key factors: included features, value for money, popularity and ease of use. After we ranked email marketing software providers using metrics associated with each of the above categories, we evaluated the products at the top of our ranked list and assigned each a score on a scale from terrible to excellent (each descriptor is associated with a numerical value). The final score (inclusive of our Editors’ Score) was then converted into a star rating (where zero is the lowest possible score, and five is the max).
Frequently asked questions (FAQs)
What is the best email marketing software?
The best email software for your business will depend on factors like your monthly budget, how many contacts you have, what features you need and what integrations are important to you. If your main goal is to just get started for free and build a contact list from scratch, then MailerLite is a great choice. But if you want to build in-depth automations with multiple complex triggers, then ActiveCampaign is probably a better choice. If you’re unsure, it’s hard to go wrong with Campaign Monitor, which received our top rating for best email marketing software provider for small businesses.
How does email marketing software work?
Email marketing software provides tools to build your contact list, send emails to subscribers, and perform other complex marketing tasks, such as list segmentation and lead scoring. Smaller businesses may just have one list of contacts and send individual campaigns or newsletters weekly or monthly. Larger or e-commerce businesses are more likely to have different lists and multiple automation campaigns that send a series of emails and perform different actions depending on subscriber response and behavior.
Is there any unlimited email marketing software?
Most email marketing software enforces limits on the total number of users, monthly email sends and the overall size of your contact list, especially for free and basic paid plans. We haven’t yet run across an email marketing software that has a truly unlimited plan (users, email sends and contacts). However, both Campaign Monitor and MailerLite are examples of providers that offer plans with unlimited users and email sends.
How much does email marketing cost?
Email marketing costs will vary based on the features you need and the size of your contact list. MailerLite, Brevo, GetResponse and Mailchimp have free plans that you can use to get started. Basic paid plans range from $4 per month to about $40 per month for anywhere from 500 to 2,500 contacts. Expect to pay significantly more as your contact list grows.
How do you build an email marketing list?
There are many strategies for building an email marketing list. If you have a physical business or sell products and travel to things like fairs or trade shows, you can put out a sign-up sheet or have a QR code visible that links to an online sign-up page. Putting a sign-up form on your website is always a good idea. One surefire way to build your list is to offer a free product, gift or resource of some kind in exchange for email sign-ups.
