The best email marketing tools combine ease of use with powerful functionality. Core features include email editors, automation workflows, audience segmentation, analytics, integrations, and deliverability optimization. Advanced platforms also offer CRM tools, SMS marketing, and revenue attribution.
Email marketing remains one of the highest ROI digital marketing channels, delivering an average return of $36 for every $1 spent. But here’s the brutal truth:
Most businesses choose the wrong email marketing software—overpaying for features they don’t use, or worse, using tools that hurt deliverability and growth.
This independent, in-depth guide compares the best email marketing software and tools available today. It’s built to help small businesses, startups, ecommerce brands, creators, and enterprises choose the right platform based on real use cases, not marketing hype.
If you’re searching for:
best email marketing software
email marketing tools comparison
best email marketing software for small business
Mailchimp alternatives
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You’re in the right place.
Email marketing software is a platform that helps businesses create, send, automate, and track email campaigns. Modern tools go far beyond newsletters—they include automation workflows, segmentation, analytics, personalization, A/B testing, and CRM integrations.
The best email marketing tools help you:
Build and manage subscriber lists
Design professional emails without coding
Automate follow-ups and drip campaigns
Improve deliverability and open rates
Track clicks, conversions, and revenue
Best for: Advanced automation, CRM, and sales-driven teams
ActiveCampaign is widely regarded as one of the most powerful email automation tools on the market. It combines email marketing, CRM, marketing automation, and sales pipelines into one system.
Key Features
Visual automation builder
Advanced segmentation & tagging
Built-in CRM with deal pipelines
Predictive sending & content
SMS and site messaging
Pros
Industry-leading automation
Excellent deliverability
Deep integrations
Cons
No free plan
Learning curve for beginners
Best for: SaaS, agencies, B2B, growing businesses
Best for: Affordable email marketing for small businesses
Brevo (formerly Sendinblue) is one of the best email marketing software for small businesses thanks to its generous free plan and pricing based on emails sent, not contacts.
Key Features
Email + SMS marketing
Automation workflows
Transactional emails
CRM & chat
WhatsApp campaigns
Pros
Excellent free plan
Strong automation for the price
GDPR-friendly
Cons
Email editor can feel basic
Reporting is average
Best for: SMBs, startups, budget-focused teams
Best for: Bloggers, creators, and small teams
MailerLite focuses on simplicity + affordability without sacrificing essential features.
Key Features
Drag-and-drop editor
Automation workflows
Landing pages & forms
Surveys & popups
Pros
Extremely easy to use
Generous free plan
Clean UI
Cons
Limited advanced automation
Approval process for new accounts
Best for: Bloggers, solopreneurs, small businesses
Best for: Creators, YouTubers, podcasters
ConvertKit is built for audience-first businesses, focusing on tagging, segmentation, and automation rather than flashy templates.
Key Features
Subscriber tagging
Visual automations
Landing pages
Commerce tools for digital products
Pros
Creator-friendly
Strong automation logic
Easy audience segmentation
Cons
Limited email design flexibility
Pricing increases quickly
Best for: Content creators, educators
Best for: Funnels, webinars, and lead generation
GetResponse combines email marketing with conversion funnels, landing pages, and webinars, making it ideal for marketers who want everything under one roof.
Key Features
Email automation
Webinar hosting
Funnel builder
Landing pages
Pros
All-in-one marketing platform
Strong automation
Good value
Cons
UI can feel cluttered
Deliverability varies by region
Best for: Marketers, course creators
Best for: CRM-driven marketing teams
HubSpot’s email marketing tool is part of its larger CRM ecosystem, making it perfect for teams that want sales + marketing alignment.
Key Features
CRM-native email
Personalization tokens
Automation (paid tiers)
Analytics & attribution
Pros
Excellent CRM integration
Strong analytics
Free plan available
Cons
Automation locked behind paid plans
Expensive at scale
Best for: B2B, sales teams
Best for: Ecommerce brands (Shopify, WooCommerce)
Klaviyo is the gold standard for ecommerce email marketing, offering deep behavioral tracking and revenue attribution.
Key Features
Ecommerce-focused automation
Advanced segmentation
SMS marketing
Revenue tracking
Pros
Best-in-class ecommerce features
Powerful targeting
Strong integrations
Cons
Expensive as list grows
Not ideal for non-ecommerce
Best for: Online stores
Brevo
MailerLite
GetResponse
ConvertKit
MailerLite
Klaviyo
ActiveCampaign
ActiveCampaign
HubSpot
High inbox placement matters more than features. Tools like ActiveCampaign and Klaviyo consistently perform well.
If you need complex workflows, avoid basic newsletter tools.
Some tools charge per contact, others per email sent. Choose based on your growth plan.
Beginners should prioritize UI simplicity over advanced features.
Searching for Mailchimp alternatives or cheaper email marketing tools?
Top alternatives include:
Brevo
MailerLite
ConvertKit
GetResponse
What is the best email marketing software?
There’s no one-size-fits-all. ActiveCampaign is best for automation, Brevo for affordability, and Klaviyo for ecommerce.
Is there free email marketing software?
Yes. Brevo, MailerLite, ConvertKit, and HubSpot offer free plans.
Which email marketing tool is cheapest?
Brevo and MailerLite are among the most affordable.
What’s the best email marketing software for small business?
Brevo, MailerLite, and GetResponse are ideal starting points.
Choose based on use case, not popularity or brand name.
Want power & automation → ActiveCampaign
Want low cost & flexibility → Brevo
Want creator-focused simplicity → ConvertKit
Want ecommerce revenue tracking → Klaviyo
The best email marketing software is the one that fits your business today and scales tomorrow.
I'm a startup advisor who helps founders choose SaaS tools based on real workflow needs, cost efficiency, and long-term scalability.
Disclaimer: Pricing updated monthly. Always verify on official site.
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