Best Email Marketing Software for 2026: 12 tools compared for buyers
The best email marketing software is the one that matches your list size, your sales model and the people building campaigns. This page compares twelve tools, from free creator platforms to CRM-based suites and ecommerce specialists. It is written for marketers, store owners, agencies and the IT or procurement leads who approve the subscription.
Tools were compared on automation, segmentation, editor quality, integrations, reporting and how openly the vendor publishes plans. Beyond those basics, the page notes what each vendor says about SSO, seats, dedicated IPs and contract terms, so you can screen options before asking for demos.
Our shortlist at a glance
- Best for lean teams and solo senders
MailerLiteIt is free up to 250 subscribers, paid plans start at $12 per month, and A/B testing is included on every plan, even Free.
$0 (Free, up to 250 subscribers); paid from $12/month (Comfort) - Best fit for Shopify and WooCommerce stores
OmnisendIt ships welcome, abandoned cart and post-purchase flows, segments on purchase history, and connects to Shopify, WooCommerce, BigCommerce and other store platforms.
$0 (Free); Standard $11.20/month at 500 contacts - Best for behavior-driven automation
ActiveCampaignIt is built around automation, adds a light CRM, and sells four tiers, with SSO limited to Enterprise and SMS or WhatsApp as paid add-ons.
$15/month (Starter, 1,000 contacts, billed annually) - Best for agencies managing several brands
Campaign MonitorA visual journey designer and template builder serve small marketing teams, while Enterprise adds multi-team and multi-brand support and every plan includes unlimited users.
Lite, priced by contact tier (amount not published in USD; vendor shows EUR) - Best all-in-one for nurturing and landing pages
GetResponseThe workflow builder, lead scoring, tags and landing pages share one plan, and Certified Sender Alliance membership is listed for deliverability.
EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly - Best for teams that run on HubSpot CRM
HubSpot Marketing HubMarketing, forms and reporting live beside the CRM, and a free tier for 2 users lets teams start before moving to paid seats.
$0 (Free, up to 2 users); Starter from $7 or $20 per seat/month
What is email marketing software?
Email marketing software is the system teams use to collect subscribers, send campaigns and run automated emails to a list. Day to day, a marketer builds a message in an editor, picks a segment, sends it or schedules it, and then reads the opens, clicks and sales that followed. Automations send a welcome series, an abandoned-cart reminder or a follow-up after a purchase without manual work. Small businesses, online stores, publishers, agencies and creators use it. Core capabilities include sign-up forms, segmentation, automation, templates and reporting.
Email Marketing Software side by side
| Tool | Best for | Starting price | Free plan or trial |
|---|---|---|---|
| MailerLite | Best for lean teams and solo senders. | $0 (Free, up to 250 subscribers); paid from $12/month (Comfort) | Free plan, Free trial |
| Omnisend | Best fit for Shopify and WooCommerce stores. | $0 (Free); Standard $11.20/month at 500 contacts | Free plan |
| ActiveCampaign | Best for behavior-driven automation. | $15/month (Starter, 1,000 contacts, billed annually) | Free trial |
| Campaign Monitor | Best for agencies managing several brands. | Lite, priced by contact tier (amount not published in USD; vendor shows EUR) | Free trial |
| GetResponse | Best all-in-one for nurturing and landing pages. | EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly | Free plan, Free trial |
| HubSpot Marketing Hub | Best for teams that run on HubSpot CRM. | $0 (Free, up to 2 users); Starter from $7 or $20 per seat/month | Free plan |
 Mailchimp | Small lists that start free and grow into paid tiers. | Free; paid from $13/month (Essentials) | Free plan, Free trial |
 Constant Contact | Small businesses that want a single vendor for email, SMS and basic campaigns (vendor positioning, not confirmed by the vendor here) | $12/month (Email Lite, 500 contacts, monthly billing); Standard $35, Premium $80; price rises with contact count | No |
 Brevo | Free (price of paid plans not confirmed by the vendor) | Free plan | |
 Klaviyo | Ecommerce brands that want email and SMS driven by store data (vendor positioning) | $0 (Free, 250 active profiles, 500 emails/month) | Free plan |
 Drip | From $39/month (up to 2,500 contacts), per Drip blog | No | |
 Kit (ConvertKit) | Solo creators, newsletter writers, course sellers (vendor targets 'serious creators') | $0 (Free, up to 10,000 subscribers); Creator $33/month | Free plan |
Prices as published by each vendor on October 24, 2026. "Contact sales" means the vendor publishes no price.
The 12 email marketing software tools in detail
Best for lean teams and solo senders
MailerLite
Low-cost email marketing tool with a 250-subscriber free plan and seat limits that rise with the plan.
A budget pick for solo senders, newsletter writers and sellers of digital products through Stripe. Free covers 250 subscribers and paid starts at $12 monthly. Automation counts are capped by plan, three on Free, so check your planned flows. Dedicated IPs and SSO sit at higher tiers.
- Best for
- Small teams and solo senders on a budget (free up to 250 subscribers, paid from $12/month)
- Company size
- Small teams, free plan to Enterprise at 200K+ subscribers.
Key features
- Automation workflows
- Visual builder; 3 active automations on Free, 50 on Comfort, unlimited on Power.
- Segmentation and personalization
- Segmentation plus dynamic content blocks and Smart Sending timing.
- Deliverability
- No explicit deliverability claims on the features page; dedicated IP and deliverability support are Enterprise add-ons.
- Email editor and templates
- Drag-and-drop builder with 70+ content blocks; HTML editors on Free.
Best for
- Small teams and solo senders on a budget (free up to 250 subscribers, paid from $12/month)
- Newsletter and digital product or paid-subscription sellers via Stripe.
Not ideal for
- Teams that need SAML SSO: no SSO is mentioned on the pricing page.
- Organisations needing a dedicated IP below the Enterprise tier.
Pricing: $0 (Free, up to 250 subscribers); paid from $12/month (Comfort) · Free plan, Free trial
Best fit for Shopify and WooCommerce stores
Omnisend
Ecommerce email and SMS tool with a 250-contact free plan and Standard and Pro tiers.
Online stores on Shopify, WooCommerce or BigCommerce are the intended users. Welcome, cart and post-purchase flows come ready to set up, and segments build from purchase behavior. Pro bundles SMS credits, while B2B teams needing lead scoring should look at other tools. Free covers 250 contacts.
- Best for
- Ecommerce stores on Shopify, WooCommerce or BigCommerce.
- Company size
- Ecommerce brands, agencies.
Key features
- Automation workflows
- Welcome, abandoned cart and post-purchase flows.
- Segmentation and personalization
- By behavior, purchase history, engagement; AI-built segments.
- Ecommerce and CRM integrations
- Shopify, Shopify Plus, BigCommerce, WooCommerce, Wix, Ecwid, WordPress.
Best for
- Ecommerce stores on Shopify, WooCommerce or BigCommerce.
- Stores wanting email plus SMS credits on Pro.
Not ideal for
- B2B teams needing lead scoring and CRM sync (vendor positions on ecommerce)
- Buyers who need SSO: not mentioned.
Pricing: $0 (Free); Standard $11.20/month at 500 contacts · Free plan
Best for behavior-driven automation
ActiveCampaign
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise.
Teams that want automation first and a light CRM second should shortlist it. Tiers run from Starter at $15 monthly for 1,000 contacts on annual billing up to Enterprise, the only plan with SSO. Higher-tier prices are not public, so request quotes and price SMS or WhatsApp add-ons.
- Best for
- Small and mid-size teams that want automation plus a light CRM.
Best for
- Small and mid-size teams that want automation plus a light CRM.
- Teams that can add SMS or WhatsApp as paid add-ons.
Not ideal for
- Teams that need SSO without the Enterprise plan.
- Buyers who need plan prices before talking to the vendor: amounts are not shown on the public pricing page.
Pricing: $15/month (Starter, 1,000 contacts, billed annually) · Free trial
Best for agencies managing several brands
Campaign Monitor
Email marketing platform with a visual journey designer and template builder, aimed at small marketing teams and agencies.
Small in-house teams and agencies that value a visual journey designer should try it. Every plan includes unlimited users, but Lite limits sends to 2,500 monthly. Prices follow contact tiers and appear in EUR, so ask for USD figures and SSO terms before buying.
- Best for
- Small marketing teams and business owners who run their own email.
- Company size
- Small marketing teams, owner-run businesses, agencies.
Key features
- Automation workflows
- Visual journey designer for timed email sends.
- Segmentation and personalization
- Segmentation page and Segment Mapper tool.
- Deliverability
- Deliverability section exists on site, details not confirmed by the vendor.
- Email editor and templates
- Email Template Builder with free templates.
Best for
- Small marketing teams and business owners who run their own email.
- Agencies managing email for several clients (multi-team/multi-brand on Enterprise)
Not ideal for
- Buyers who need SSO below Enterprise (not published on the pricing page)
- Teams that want fully transparent per-tier prices in USD (the vendor pricing page shows prices in EUR and does not show amounts for every tier)
Pricing: Lite, priced by contact tier (amount not published in USD; vendor shows EUR) · Free trial
Best all-in-one for nurturing and landing pages
GetResponse
Email marketing and automation platform with workflow builder, lead scoring, tags and landing pages, priced by contact count.
Buyers who want email, workflows and landing pages in a single plan can start at EUR 16 monthly for 1,000 contacts. Seat counts of three to five apply on self-serve tiers, and dedicated IPs plus SSO need Enterprise. Nonprofits receive 50% off monthly billing.
- Best for
- Small teams that want email plus automation and landing pages in one plan.
- Company size
- Small to mid-size; Enterprise tier for larger orgs.
Key features
- Automation workflows
- Workflow builder from templates or scratch, behavior triggers, conditions and filters.
- Segmentation and personalization
- Action-based segments, unlimited tags.
- Deliverability
- Dedicated IP is Enterprise/MAX only; member of Certified Sender Alliance, TRUSTe, Signal Spam.
- Ecommerce and CRM integrations
- Store and CRM data sync via integrations.
Best for
- Small teams that want email plus automation and landing pages in one plan.
- Nonprofits (50% off monthly plans per pricing page)
Not ideal for
- Teams needing SSO below Enterprise (Starter, Marketer, Creator list no SSO)
- Buyers who need a built-in CRM (none described on the automation page)
Pricing: EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly · Free plan, Free trial
Best for teams that run on HubSpot CRM
HubSpot Marketing Hub
CRM-native marketing suite with a free tier, per-seat Starter, and Professional and Enterprise tiers with large contact bundles and onboarding fees.
Pick this if HubSpot CRM already holds your customer data and you want forms, campaigns and reporting in one place. The free tier allows two users. Professional adds a $3,000 onboarding fee, so budget for rollout, and check which plan unlocks SAML SSO.
- Best for
- Teams already on HubSpot CRM that want marketing, forms and reporting in one system.
- Company size
- Small to enterprise marketing organizations; contact tier matters.
Key features
- Automation workflows
- Automation on Free (email campaigns); Campaign Agent plans campaigns from a goal.
- Analytics and A/B testing
- A/B tests listed under Enterprise on the marketing page.
Best for
- Teams already on HubSpot CRM that want marketing, forms and reporting in one system.
- Small teams starting on Free (2 users) and growing into Starter.
Not ideal for
- Budget-limited teams needing automation depth: Professional starts at $800 or $890/month plus a $3,000 onboarding fee.
- Teams needing SAML SSO below Enterprise.
Pricing: $0 (Free, up to 2 users); Starter from $7 or $20 per seat/month · Free plan
Mailchimp
Intuit-owned email marketing platform with a 250-contact free tier and contact-based paid plans.
Owned by Intuit, it works for small lists that begin free at 250 contacts and move up as the audience grows. Paid plans start at $13 monthly on Essentials. Before choosing, compare automation depth by tier, since Free has none and flows stretch to 200 points higher up.
- Best for
- Small lists that start free and grow into paid tiers.
Key features
- Automation workflows
- Free: none; Essentials: up to 4 steps per flow; Standard and Premium: up to 200 flow points.
Best for
- Small lists that start free and grow into paid tiers.
Not ideal for
- Teams that need SSO below the Premium price point.
Pricing: Free; paid from $13/month (Essentials) · Free plan, Free trial
Constant Contact
Email and campaign tool for small businesses; most plan data is not confirmed by the vendor.
Owner-run businesses that prefer one supplier for email, SMS and basic campaigns could shortlist it. Email Lite costs $12 monthly for 500 contacts, with Standard at $35 and Premium at $80. Costs climb as the contact list grows, so price your planned list size.
- Best for
- Small businesses that want a single vendor for email, SMS and basic campaigns (vendor positioning, not confirmed by the vendor here)
- Company size
- Small business (vendor positioning, not confirmed by the vendor)
Best for
- Small businesses that want a single vendor for email, SMS and basic campaigns (vendor positioning, not confirmed by the vendor here)
Not ideal for
- Teams that need verified published pricing before a demo: plan prices are not confirmed here.
Pricing: $12/month (Email Lite, 500 contacts, monthly billing); Standard $35, Premium $80; price rises with contact count
Brevo
Email, SMS and CRM platform (formerly Sendinblue) with Free, Starter, Standard, Professional and Enterprise plans.
Formerly Sendinblue, this suits buyers who want to begin on the free plan and later add SMS or CRM features as needs grow. Plans step from Starter through Standard and Professional to Enterprise. In a trial, check how contact and send limits change between tiers.
Pricing: Free (price of paid plans not confirmed by the vendor) · Free plan
Klaviyo
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles.
Store owners who want campaigns driven by shop data should test it, with billing based on active profiles instead of total contacts. The free tier stops at 250 profiles and 500 emails monthly. Full price lists are not public, so get a quote at your profile count.
- Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Not ideal for
- Buyers who need a published price list: only the Free tier and a $5 Composer line are public on the vendor pricing page.
Pricing: $0 (Free, 250 active profiles, 500 emails/month) · Free plan
Built for online stores that want automated email, Drip is cited by a third-party blog at $39 monthly for up to 2,500 contacts. That figure is not from the vendor, so ask Drip for current plans and compare store integrations during a trial.
Pricing: From $39/month (up to 2,500 contacts), per Drip blog
Kit (ConvertKit)
Creator-focused email platform (formerly ConvertKit) with a free plan up to 10,000 subscribers.
A creator-focused email platform formerly called ConvertKit, with a free plan up to 10,000 subscribers. A visual automation builder reacts to purchases and clicks, and paid plans begin with Creator at $33 per month.
- Best for
- Solo creators, newsletter writers, course sellers (vendor targets 'serious creators')
- Company size
- Individual creators and small publishers.
Key features
- Automation workflows
- Visual automation builder reacting to purchases, link clicks, form submits.
- Segmentation and personalization
- Tags and interest/behavior segments.
- Deliverability
- Claims inbox focus, no metrics published.
- Email editor and templates
- Email designer, few clicks (no detail)
Best for
- Solo creators, newsletter writers, course sellers (vendor targets 'serious creators')
- Creators who want a 10,000-subscriber free plan.
Not ideal for
- Companies needing SSO or admin controls: none mentioned on pricing or security pages.
- Teams that need A/B testing beyond 2 subject lines on Free; features page does not mention A/B tests.
Pricing: $0 (Free, up to 10,000 subscribers); Creator $33/month · Free plan
What to look for in email marketing software
Start by naming the job: newsletters, store revenue flows, lead nurturing or agency client work. Each points toward a different tool. Then check how segmentation and automation work, whether your store or CRM connects natively, and how the editor feels for the people who will build campaigns. Look at seats, SSO and sending limits next, and treat the price per contact tier as the final check once the fit is clear.
Automation workflows
Automation sends emails based on triggers and behavior, such as a signup, a purchase or a link click. Strong tools offer a visual builder with conditions, branching and enough active automations on the plan you would buy. Weak ones limit steps per flow or cap automations. In a demo, build a welcome series with one branch and see how long it takes.
- MailerLite: Visual builder; 3 active automations on Free, 50 on Comfort, unlimited on Power.
- Omnisend: Welcome, abandoned cart and post-purchase flows.
- Campaign Monitor: Visual journey designer for timed email sends.
- GetResponse: Workflow builder from templates or scratch, behavior triggers, conditions and filters.
- HubSpot Marketing Hub: Automation on Free (email campaigns); Campaign Agent plans campaigns from a goal.
Segmentation and personalization
Segmentation lets you send different messages to different groups, based on behavior, purchases, tags or profile fields. Strong tools build segments from live data and update them automatically, plus personalize content inside the email. Weak ones rely on static lists. Ask to build a segment of recent buyers who did not open the last campaign.
- MailerLite: Segmentation plus dynamic content blocks and Smart Sending timing.
- Omnisend: By behavior, purchase history, engagement; AI-built segments.
- Campaign Monitor: Segmentation page and Segment Mapper tool.
- GetResponse: Action-based segments, unlimited tags.
- Kit (ConvertKit): Tags and interest/behavior segments.
Deliverability
Deliverability decides whether messages reach the inbox instead of spam. It depends on sender authentication, list hygiene, sending reputation and, for larger senders, a dedicated IP. Strong vendors document these controls, while weak ones make vague claims. Ask whether a dedicated IP is offered on your plan and what support exists for reputation problems.
- MailerLite: No explicit deliverability claims on the features page; dedicated IP and deliverability support are Enterprise add-ons.
- Campaign Monitor: Deliverability section exists on site, details not confirmed by the vendor.
- GetResponse: Dedicated IP is Enterprise/MAX only; member of Certified Sender Alliance, TRUSTe, Signal Spam.
- Kit (ConvertKit): Claims inbox focus, no metrics published.
Email editor and templates
The editor determines how quickly non-designers can produce on-brand emails. Strong tools provide a drag-and-drop builder, reusable blocks, mobile previews and an HTML option for developers. Weak editors force rework for every send. Have the person who will build campaigns create a real newsletter during the trial.
- MailerLite: Drag-and-drop builder with 70+ content blocks; HTML editors on Free.
- Campaign Monitor: Email Template Builder with free templates.
- Kit (ConvertKit): Email designer, few clicks (no detail)
Ecommerce and CRM integrations
Ecommerce and CRM integrations feed purchase and product data into the email tool, which powers abandoned-cart flows and revenue reporting. Strong tools connect natively with your store platform and sync orders, products and customers. Weak ones need manual exports. Confirm your exact store or CRM is on the list, and check which plan unlocks the connector.
- MailerLite: Shopify, WooCommerce, Stripe; digital products and paid newsletters.
- Omnisend: Shopify, Shopify Plus, BigCommerce, WooCommerce, Wix, Ecwid, WordPress.
- Campaign Monitor: Integrations section on site, specifics not confirmed by the vendor.
- GetResponse: Store and CRM data sync via integrations.
- Kit (ConvertKit): Digital products and subscriptions sold in-platform; Kit App Store.
Analytics and A/B testing
Reports show opens, clicks and revenue, while A/B testing shows which subject lines or content work better. Strong tools track results per campaign and per automation and let you test on every plan. Weak ones restrict testing to higher tiers. Ask which tests are available on the plan you would buy and how winners are chosen.
- MailerLite: A/B testing on all plans including Free (send time, sender name, subject); ecommerce revenue reports.
- HubSpot Marketing Hub: A/B tests listed under Enterprise on the marketing page.
- Kit (ConvertKit): Free plan has 2 A/B subject lines; features page does not mention A/B.
Pricing model and real cost
Email tools usually charge by contact or subscriber tier, and some count only active profiles. Seats, SMS credits, onboarding fees and send limits can raise the total. Strong vendors publish tiers clearly. Price your list at its current size and at double that size, and ask what happens when you cross a tier.
- MailerLite: Tiered by active subscribers; plan sets feature and seat limits.
- Omnisend: Contacts; SMS credits extra.
- ActiveCampaign: Contact tier; users and sends rise with plan.
- Campaign Monitor: Per contact tier; unlimited users on all plans; sends capped on Lite (2,500/month)
- GetResponse: By contact tier, 3 to 5 team seats on self-serve plans.
Target company size
Email platforms are built for different users: solo creators, small businesses, ecommerce brands, agencies or larger marketing teams. A mismatch shows up as missing admin controls, such as SSO and seats, or as paying for enterprise features you will not use. Match the tool to your team size today and in two years.
- MailerLite: Small teams, free plan to Enterprise at 200K+ subscribers.
- Omnisend: Ecommerce brands, agencies.
- Campaign Monitor: Small marketing teams, owner-run businesses, agencies.
- GetResponse: Small to mid-size; Enterprise tier for larger orgs.
- HubSpot Marketing Hub: Small to enterprise marketing organizations; contact tier matters.
Buying email marketing software: security, admin and vendor checks
Once a tool fits the team, the purchase depends on what the vendor commits to in writing: single sign-on, user provisioning, audit logs, where data lives and the contract. The checks below use each vendor's public pages, so a blank means "ask", not "no".
- Try before you buy
- 10 of 12
- Publish SAML SSO
- 3 of 12
- Publish SCIM provisioning
- 0 of 12
- Publish a DPA
- 4 of 12
2 free trials, 8 free plans
ActiveCampaign, HubSpot Marketing Hub and Mailchimp
ask every vendor in writing
request it before signing
Must-haves and what each vendor publishes
A blank is not a no, but it is work for your security review. HubSpot Marketing Hub publishes the most (3 of 5); Brevo, Campaign Monitor, Constant Contact and Drip and 2 more publish none of these controls, so every question goes to their sales team. Tick what your team requires; vendors that drop out show why, and the budget check prices the plan that actually includes single sign-on when you require it.
All 12 vendors shown. Tick a must-have to filter. ● published with the plan, ◐ mentioned without plan or details, ○ not on the vendor's public pages.
| Vendor | SAML SSO | SCIM | Audit logs | Data residency | DPA |
|---|---|---|---|---|---|
| HubSpot Marketing Hub3 of 5 published | ● PublishedEnterprise | ○ Not published | ○ Not published | ● PublishedUS (AWS US East, default) or EU (Frankfurt) for new customers… | ● Published |
| Kit (ConvertKit)2 of 5 published | ○ Not published | ○ Not published | ○ Not published | ● PublishedAWS, region not specified | ● Published |
| GetResponse1 of 5 published | ◐ MentionedEnterprise only | ○ Not published | ○ Not published | ○ Not published | ● Published |
| ActiveCampaign1 of 5 published | ● PublishedEnterprise | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Klaviyo1 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ● Published |
| Mailchimp1 of 5 published | ● PublishedPremium | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Brevo0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Campaign Monitor0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Constant Contact0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Drip0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| MailerLite0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Omnisend0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
What drives a email marketing quote
5 of 12 vendors publish no usable price, so a shortlist starts with knowing what each one charges for. The most common basis here is "platform fee or flat plan" (8 vendors).
- 8Platform fee or flat planMailerLite, Omnisend, ActiveCampaign, Campaign Monitor, GetResponse, Mailchimp, Constant Contact and Kit (ConvertKit)Ask: Which modules are included, and what does each add-on cost?
- 3Quote only, no stated basisBrevo, Klaviyo and DripAsk: What is the price metric, and is there a minimum contract value?
- 1Per user or seatHubSpot Marketing HubAsk: Who counts as a user: admins only, or everyone who approves or views?
| Tool | Pricing basis | As the vendor describes it | Contract terms |
|---|---|---|---|
| MailerLite | Platform fee or flat plan | Per active subscriber (tiered) | Monthly billing available; 14-day trial, no card. |
| Omnisend | Platform fee or flat plan | Per contact (tiered) | Monthly; 3-month prepay option. |
| ActiveCampaign | Platform fee or flat plan | Per contact tier + plan. | 14-day free trial, no card. |
| Campaign Monitor | Platform fee or flat plan | Per contact tier. | Monthly Lite/Essentials/Premier switching allowed or annual contract; Enterprise custom annual. |
| GetResponse | Platform fee or flat plan | Per contact tier. | Monthly or yearly; Enterprise 24-month option. |
| HubSpot Marketing Hub | Per user or seat | Per seat (Starter) / flat + contact tiers (Pro, Enterprise) | Not published |
| Mailchimp | Platform fee or flat plan | Per contact tier. | Monthly plans; 12-month discounted rate; pay-as-you-go option. |
| Constant Contact | Platform fee or flat plan | Per contact (tiered) | Not published |
| Brevo | Quote only, no stated basis | Per send volume. | Not published |
| Klaviyo | Quote only, no stated basis | Per active profile + monthly email volume. | Not published |
| Drip | Quote only, no stated basis | Not published | Not published |
| Kit (ConvertKit) | Platform fee or flat plan | Per subscriber (tiered) | Monthly or yearly. |
How to evaluate email marketing tools in a trial
A fair evaluation uses the same scenario in every tool: import a sample list, build one automation, send a test campaign and read the report. Feature pages describe what is possible, but a trial shows how much work it takes and what is locked behind a higher plan. The criteria below each come with a practical test and the questions to bring to the vendor, so your shortlist is compared on evidence rather than on marketing claims.
Automation workflows
Build the same flow in every trial, for example a welcome series with a branch on whether the subscriber clicked. Note how many steps it took and whether the trigger you need exists. Ask which automation types are limited by plan and whether SMS or other channels are part of the same builder.
Segmentation and personalization
Import a sample list and create a segment based on both a profile field and a behavior, such as clicked in the last 30 days. Check whether segments update on their own and whether you can reuse them across campaigns and flows. Ask how the vendor counts contacts and whether segmenting affects what you are billed for.
Deliverability
Check that you can authenticate your sending domain during setup and see the instructions clearly. Ask whether a dedicated IP is available, how the vendor handles complaints and bounces, and what sending limits apply to new accounts. Send test messages to several mailbox providers and see where they land.
Email editor and templates
Have a non-designer on your team build a campaign from a template in the trial. Time it, and check how the result looks on mobile. Ask about template limits, brand settings and whether approval or locked layouts are available for teams with several editors.
Ecommerce and CRM integrations
Connect your real store or CRM in the trial rather than relying on the integration list. Confirm that orders, products and customer fields sync, and how often. Ask which integrations are native and which need a third-party connector, and whether any are limited to higher plans.
Analytics and A/B testing
Run an A/B test on a subject line and check how easily you can read the winner. Look for click and revenue reports you can export or share, and see how the tool treats opens given privacy features in mail apps. Ask what reporting is included on your plan and what costs extra.
Pricing model and real cost
Ask each vendor for a written quote at your current list size and at double that size. Confirm how contacts are counted, what happens when you exceed limits and which features sit on higher plans. Note which vendors do not publish all prices, because those need a sales conversation before you can compare.
Target company size
Match the tool to your team size and approval needs. Check user roles, whether SSO is offered and on which plan, and what support you get. Several tools in this list reserve SSO for Enterprise plans or do not mention it, so ask early if your security team requires it.
Questions to ask email marketing vendors
The sales call is where you find out what the pricing page leaves out. Prepare the same list for every vendor and write down the answers, so you can compare them side by side later. The questions below focus on data handling, limits, contract terms and support, which are the areas where email tools differ most once the trial ends.
Where is subscriber data stored and what do you sign?
Ask about data location, the data processing agreement and the list of subprocessors. Subscriber lists are personal data, so your legal team will want this in writing before launch.
Do you support SSO and role-based access?
Ask which plan includes SSO and what roles exist. Some tools in this list limit SSO to Enterprise plans, so a security requirement can change the plan you need.
How do you count contacts and what happens at the limit?
Ask whether inactive, unsubscribed and duplicate contacts count, and whether you are moved up a tier automatically. This avoids a surprise bill after a list import.
What deliverability support do you offer?
Ask about domain authentication help, dedicated IP options and what the vendor does when your reputation drops. The answer shows how much support you get after the sale.
What are the contract term and exit process?
Ask about monthly versus annual terms, auto-renewal and how to export your lists and templates. Terms range from monthly plans to custom annual contracts.
Which features and add-ons are not in the quoted price?
Ask for SMS, transactional email, custom reporting and onboarding to be quoted separately. Some add-ons have no public price, so get the figures in writing.
How to run the decision
Run the decision as a short, structured process. Define requirements first, shortlist three or four tools, test each with the same campaign and send each vendor the same question list. Record answers on SSO, data handling, limits and contract terms in one table. Involve security and legal before the final choice, and choose the tool that fits your workflow and risk needs, not the one with the longest feature list.
Our recommendation
Choose the tool that fits your main job, whether that is newsletters, store revenue, lead nurturing or client work, and then check the plan that holds the features you need. Creators and small teams can start free, while stores should favor native platform connectors. Run a trial campaign and one automation with real data, and ask each finalist for written terms on contact tiers, seats and renewal.
Email Marketing Software: frequently asked questions
What is email marketing software?
You use it to grow a subscriber list, design and send campaigns, and set up automated sequences like welcome series or cart reminders. Signup forms, segmentation and reports on opens, clicks and revenue usually come included.
What is the best email marketing software for small business?
MailerLite, Mailchimp, Constant Contact and GetResponse are common small business choices. MailerLite is free to 250 subscribers and paid from $12 per month, while GetResponse bundles automation and landing pages. The best one depends on your list size and sales model.
Is there free email marketing software?
Yes. Kit allows up to 10,000 subscribers on its free plan, while MailerLite, Mailchimp, Omnisend and Klaviyo give 250 contacts or profiles. Brevo and HubSpot also have free plans. Expect caps on automations, send volume or features.
What features should email marketing software have?
Look for a good editor, segmentation, automation workflows, sign-up forms, reporting and A/B testing. Stores should check native integrations with their platform. Teams with security needs should confirm SSO, seats and dedicated IP options, which often sit on higher plans.
How is email marketing software priced?
Most vendors price by contact or subscriber tier, and Klaviyo bills on active profiles. Some charge per seat, such as HubSpot Starter, and add SMS credits or onboarding fees. Always price your list at its current and planned size.
Which email marketing software include SSO below the enterprise plan?
MailerLite (Not mentioned on pricing page); Kit (ConvertKit) (Not mentioned). The other tools either reserve SAML SSO for their top tier or do not say on their public pages.