Best Email Marketing Tools for Small Business Owners
Email marketing remains one of the most profitable channels for small businesses – delivering an average return of about $36 for every $1 spent. In fact, 87% of marketing leaders consider email campaigns critical to their company’s success.
The right email marketing tools can help small business owners in the U.S. engage customers, build loyalty, and drive sales in a cost-effective way. This comprehensive guide examines the best email marketing tools for small business owners, including both free and paid options.
We’ll compare popular platforms, highlight key features (like automation, templates, and integrations), and outline pros and cons for each. Our goal is to help you find an email marketing software that fits your needs, whether you’re a budget-conscious startup or a growing business ready to invest in advanced marketing automation.
Top Email Marketing Tools for Small Businesses (Free & Paid)
Below we review some of the most popular email marketing tools used by small businesses. Each tool section details what it offers, who it’s best for, and a quick comparison of pros and cons in table format. All these platforms are well-known in the industry and can help you create and send effective email campaigns. Let’s dive in!
1. Mailchimp
Mailchimp’s interface emphasizes turning emails into revenue – reflecting its focus on helping small businesses grow through email marketing.
Mailchimp is arguably the world’s most famous email marketing service, known for its friendly branding and user-friendly features.
It offers an all-in-one solution with email templates, a drag-and-drop editor, basic CRM features, and extensive integrations (over 300 integrations with e-commerce, social media, and other apps).
Mailchimp also provides handy automation templates (“Customer Journeys”) for things like welcome emails or drip campaigns, making it easier for small businesses to set up automated workflows.
Free Plan
Mailchimp’s free plan includes up to 500 contacts and allows 1,000 email sends per month (capped at 500 sends per day). This is significantly less generous than it used to be – Mailchimp reduced its free tier after being acquired by Intuit, down from a previous 2,000-contact limit.
With the free plan you get basic reporting, landing pages, and forms, but email scheduling and automations are not included (you cannot schedule campaigns or use autoresponders for free).
Paid Plans
Paid plans start at about $13–$20 per month for 500 contacts (the exact starting price depends on the plan tier). Upgrading unlocks features like automation workflows, A/B testing, chat support, and advanced scheduling.
Be aware that costs can rise quickly as your subscriber list grows – Mailchimp imposes contact count limits on all plans and can become pricey at scale.
Mailchimp Pros and Cons
Below is a summary of Mailchimp’s advantages and drawbacks:
| Pros | Cons |
|---|---|
| Easy to use: Intuitive drag-and-drop email builder that’s friendly for beginners. Rich integrations: Over 800 third-party integrations (Shopify, WordPress, social media, etc.) support connecting Mailchimp with your other business tools. Strong analytics: Comprehensive reports on conversions, e-commerce sales, and audience engagement. Automation templates: Pre-built customer journey workflows for common campaigns (welcome series, follow-ups, etc.) make marketing automation accessible. | Limited free plan: Only 500 contacts and 1,000 monthly emails on free tier, with no email scheduling or automations. Costs rise quickly: Pricing can jump steeply as your list grows; contact and send limits on all plans and some users find the pricing “unfair” or inflexible. No support on free: Customer support is very limited on the free plan (no live or email support). Deliverability quirks: Emails tend to land in Gmail’s Promotions tab (not inbox) according to tests, and some basic templates appear dated. |
Mailchimp is a great all-in-one solution for small businesses starting with email marketing, especially if you value its ease of use and integrations. However, due to the heavily limited free plan and increasing costs, it may not be the top choice for those on a tight budget or those who need advanced features at scale.
2. Constant Contact
Constant Contact is a long-established email marketing platform popular among small businesses, known for its robust feature set and support. Founded in 1995, Constant Contact became one of the most widely used email tools after Mailchimp.
It stands out for offering some niche capabilities beyond standard email campaigns – including event management, surveys, and social media promotion tools – which can be useful for businesses that run events or need multi-channel marketing.
Constant Contact provides a simple, user-friendly email editor with many templates, plus list management via lists, segments, and tags (it even has a basic built-in CRM for contacts).
It supports basic autoresponders and drip campaigns, and features like an RSVP tool for event invitations (letting you collect event sign-ups via email). Small businesses that host events, webinars, or promotions may appreciate these unique features.
Plans & Pricing
Constant Contact does not offer a perpetual free plan (only a 14-day free trial). Paid plans start at $12 per month for up to 500 contacts. All plans include unlimited email sends. However, some advanced features – for example, custom automations or certain segmentation capabilities – require higher-tier packages.
In fact, Constant Contact has been criticized for an unfavorable price-to-performance ratio: you pay a premium for features (like segmentation or if/then automation logic) that many competitors include at lower cost.
As your subscriber count grows, the pricing increases steeply (e.g. ~$35/month for 2,500 contacts, $55 for 5,000, etc.). This can become expensive for small businesses on a budget.
Constant Contact Pros and Cons
| Pros | Cons |
|---|---|
| Niche features: Offers unique extras like event management (create and track event invites/tickets) and polls/surveys within emails – useful for specific industries (real estate, nonprofits, etc.). High deliverability: Consistently strong deliverability rates in tests, helping your emails reach inboxes. Multichannel marketing: Includes social media and Google/Facebook ad integration, plus an SMS marketing option (SMS available for U.S. users). Templates & ease of use: Large selection of email templates and a beginner-friendly editor; very approachable for non-technical users. | No free plan: Only a time-limited trial, so not ideal if you need a long-term free solution for a very small list. Expensive as you scale: Starting at $12 for 500 contacts, prices climb sharply with list size. Many advanced features (e.g. more sophisticated automations, segmentation beyond basics) are restricted to higher tiers, meaning you pay extra for features that are standard elsewhere. Basic automation: Lacks advanced automation flows – supports simple drip series and autoresponders, but no complex if/then branching in workflows. Cancellation hassles: To cancel your account you must call phone support during business hours (no online cancellation), which can be inconvenient. |
Constant Contact is a solid choice for small businesses that value its unique features (like event marketing) and high deliverability. It’s especially popular among organizations that frequently run events, seminars, or need integrated social marketing.
However, if budget is a primary concern or you need very advanced automation, you might find better value in other email marketing tools.
3. Brevo (formerly Sendinblue)
Brevo (formerly known as Sendinblue) is an all-in-one marketing platform that has gained popularity for its generous free plan and strong automation capabilities.
Brevo started as a transactional email service and evolved into a full email marketing service with additional channels like SMS marketing, a lightweight CRM, and more. In 2023, Sendinblue rebranded to Brevo, but it continues to offer one of the best free plans for small businesses focused on email.
Brevo’s interface includes an email editor with responsive templates, segmentation tools, and one of its highlights: a marketing automation builder. You can create automation workflows triggered by actions (website visits, email opens, e-commerce purchases, etc.), even on the free plan.
This is more advanced than many competitors’ free offerings. Brevo also supports features like transactional emails and SMS campaigns, giving growing businesses room to expand their marketing channels in one platform.
Free Plan
Brevo’s free plan allows unlimited contacts (up to 100,000 subscribers) and up to 9,000 email sends per month (approximately 300 emails per day). This is notably generous in terms of contact storage – you won’t pay more just for having a big list, only for higher sending volumes.
Free users get core features like the drag-and-drop editor, automation workflows, and segmentation. However, a few things are not included for free: you won’t see detailed per-subscriber open/click reports (aggregate stats only), there is Brevo branding on emails, and features like A/B testing and email heatmaps require a paid plan.
Paid Plans
Brevo’s paid plans are quite affordable, starting at around $9/month for a 5,000 email/month sending allowance (upper tiers scale by email volume). Unlike many tools, Brevo’s pricing is primarily based on emails sent per month rather than contact count (all plans allow unlimited contacts).
Upgrading removes the daily sending cap and branding, and unlocks advanced features such as A/B testing, detailed open/click reports, and additional marketing channels. This pricing model can be cost-effective if you have a large list but send infrequently.
Brevo (Sendinblue) Pros and Cons
| Pros | Cons |
|---|---|
| Excellent free tier: Unlimited contacts and up to 9,000 emails/month free is ideal for small businesses starting out. You can leverage marketing automation for free, unlike many services. Automation & SMS: Brevo offers sophisticated automation workflows (even on free) with triggers like site visits or purchase behavior. Also includes SMS marketing and basic CRM features for multichannel campaigns. Affordable scaling: Paid plans are low-cost and based on email volume (e.g. ~$9 for 5k emails), often cheaper for growing lists compared to tools that charge per subscriber. GDPR and deliverability focus: As a European-founded service, Brevo has strong GDPR compliance tools; it also performed well in deliverability tests in many cases (focused on transactional/email deliverability heritage). | Daily send cap on free: The free plan’s 300 emails/day limit can be restrictive if you need to send a large blast at once. Limited reporting on free: You cannot see exactly who opened or clicked on the free plan – detailed analytics require paid tier. No A/B testing in free: Features like A/B testing subject lines or send-time optimization are missing until you upgrade. Template variety: While templates are mobile-responsive, the selection is somewhat limited; you may need to import or custom-design for more variety. |
Who should use Brevo?
Brevo is a great choice for small businesses that want robust automation on a budget. If your focus is sending trigger-based emails (welcome series, cart abandonment, re-engagement, etc.) and you don’t want to be constrained by a small contact count, Brevo’s free plan is hard to beat.
It’s also a good stepping stone platform – you can start free and upgrade gradually as your email volume grows, without immediately incurring high costs for a larger contact list.
4. MailerLite
MailerLite is often recommended as one of the best email marketing services for beginners and small businesses. True to its name, MailerLite emphasizes a clean, “lite” user experience with a focus on simplicity and essential features.
Despite its simplicity, MailerLite packs a surprising number of tools useful for inbound marketing – including a landing page builder, pop-up forms, and even some automation – making it a well-rounded solution for budget-conscious teams.
MailerLite’s interface is modern and very intuitive. Users without any email marketing experience can quickly design campaigns using its drag-and-drop editor. It also supports single-step automations (even on free) which allow basic drip campaigns or welcome emails.
Additionally, MailerLite offers integrations with many third-party apps and has an API, but it keeps the experience straightforward and clutter-free.
Free Plan
MailerLite’s Free Forever plan allows up to 1,000 subscribers and 12,000 emails per month at no cost. Notably, you can set up simple automations on the free plan (e.g., one trigger-step like a welcome email series) and even create landing pages to collect leads – great for small businesses starting to build a list.
However, the free plan has a few limitations: email templates are not available on free (you have to build emails from scratch or use the drag-and-drop editor without pre-designed layouts), and advanced features like multistep workflows, promotional pop-ups, or RSS-to-email are reserved for paid plans.
MailerLite also imposes a strict approval process for new accounts – you may need to verify your website/domain or explain your use case, which can sometimes lead to account holds if their system flags something.
Paid Plans
MailerLite’s paid plans start as low as $9/month (for 1,000 subscribers with unlimited emails), making it one of the most affordable options.
The paid version unlocks features like pre-designed templates, a richer automation builder (with multiple triggers and steps), A/B testing, and removes the MailerLite logo from footers. The pricing scales with subscriber count, but remains quite competitive compared to many peers.
MailerLite Pros and Cons
| Pros | Cons |
|---|---|
| User-friendly: Extremely intuitive interface – ideal for small business owners or solopreneurs without email marketing experience. Setting up campaigns and forms is very straightforward. Generous free tier: Free for up to 1,000 contacts and 12k emails/mo, which covers many new businesses. Also includes single-trigger automation workflows and landing pages on free. Landing pages & forms: Built-in tools to create landing pages and signup forms can jumpstart lead generation even if you don’t have a website. Affordable upgrade: Paid plans are inexpensive (starting ~$9) and offer advanced features like templates, A/B testing, and unlimited automations while still being cost-effective for growing lists. | No templates on free: The free plan lacks ready-made email templates – you must design emails manually, which can be time-consuming for some. Limited advanced features: MailerLite is not as feature-rich in complex automation or CRM capabilities as some competitors (workflow automation is basic with “if this then that” logic only in higher plans). Strict account approval: MailerLite has a rigorous vetting process; some users report sudden account lockouts pending review, which can interrupt your marketing if you get flagged. Sending limits on free: 12,000 emails/mo (~>400 emails/day on average) is generous, but truly high-volume senders or fast-growing lists will need to upgrade relatively soon. |
MailerLite is especially handy for small businesses on a tight budget or those who want an easy, all-in-one solution for email newsletters, basic automations, and landing pages.
The company’s focus on simplicity means you might outgrow its capabilities as your needs become more complex – but for many small operations, MailerLite hits the sweet spot of price, ease, and essential features.
5. HubSpot (Email Marketing & CRM)
HubSpot is an all-in-one marketing, sales, and CRM platform – a powerhouse that includes email marketing as one of its many features. For small businesses that want to unify their marketing with a built-in CRM system, HubSpot’s free tools can be very attractive.
With HubSpot, you not only design emails, but also manage contacts in a CRM database, automate follow-ups, track customer interactions, create landing pages, and more under one roof. This integration between email and CRM allows for personalized and targeted campaigns based on contact data and behaviors.
HubSpot’s email editor is beginner-friendly, offering a selection of templates and a drag-and-drop interface. You can easily personalize emails using CRM data (like inserting contact names or company info).
HubSpot also shines in automation: even in the free tier, you can set up simple drip campaigns or action-based workflows (though limited in number of steps for free).
Because HubSpot is a comprehensive platform, it includes extras like signup forms, live chat widgets, ad management, and more – giving small businesses a broad toolkit to attract and nurture leads.
Free Plan
HubSpot offers a free plan (via its Marketing Hub Free and CRM Free) that many small businesses start with. The free plan includes up to 2,000 email sends per month (with HubSpot branding in the footer).
You can store unlimited contacts in the CRM for free, but only a certain number can be designated as “marketing contacts” if you upgrade. Free users can create up to 1 automated email workflow with a single action (e.g., send a follow-up email when a contact fills out a form).
You also get features like basic forms, landing pages (up to 20 pages), and reporting dashboards on the free plan. The key limitations are that all emails will show HubSpot’s logo/branding, and advanced automation, segmentation, and analytics are reserved for paid tiers.
Paid Plans
Upgrading to HubSpot’s Marketing Hub Starter (about $20/month for 1,000 contacts) removes HubSpot branding and increases the email send limit (5x your contact tier, so 5,000 emails/month for 1k contacts).
Higher plans (Professional, Enterprise) become quite expensive (hundreds to thousands per month) but add powerful features (advanced automation with multiple branches, A/B testing, dynamic content, etc.).
One consideration with HubSpot is that it bundles a lot of capabilities beyond email – you’re paying for an entire suite. This can be overkill or too costly if you only need email marketing, but extremely valuable if you can utilize the CRM, sales tools, and marketing automation together.
HubSpot Pros and Cons
| Pros | Cons |
|---|---|
| All-in-one platform: Combines email marketing with a robust free CRM, plus tools for ads, social, live chat, and more – useful for managing all customer communications in one place. Personalization & segmentation: Deep contact insights allow you to segment lists and personalize emails based on customer behavior (opens, clicks, past purchases) and CRM data. Great for lead nurturing and targeted campaigns. Automation capabilities: Even at starter levels, HubSpot offers easy-to-use workflow automation. Higher tiers provide extremely powerful marketing automation and drip campaign capabilities integrated with sales triggers. Educational resources & support: HubSpot provides extensive learning resources (blogs, academy courses) and generally strong support, which is helpful for small teams building marketing expertise. | Free plan limitations: The free tier, while feature-rich, caps emails at 2,000/month and includes HubSpot branding on all emails. You need a paid plan to remove logos and unlock higher send limits. Costly as you grow: HubSpot’s paid plans can become expensive for small businesses – Professional plans are hundreds per month, which may be out of reach. Even Starter ($20/mo for 1k contacts) is costlier than some alternatives if you only need simple email campaigns. Learning curve for full platform: Using HubSpot to its fullest means leveraging many tools; some small businesses might find it more than they need. Simpler tasks are easy, but the breadth of features can feel overwhelming if you only want a basic newsletter sender. Template selection: HubSpot includes some templates, but the designs have been noted as a bit outdated or limited – you may end up creating emails from scratch or purchasing third-party templates for more variety. |
HubSpot is ideal for small businesses that want to align their email marketing with CRM data and other marketing channels. If you plan to scale your marketing efforts across email, sales follow-ups, ads, and more, HubSpot provides a unified ecosystem that can be very powerful.
However, if your needs are purely sending newsletters or simple automations, you might find leaner, cheaper tools to be a better fit until you require HubSpot’s full capabilities.
6. GetResponse
GetResponse is a veteran email marketing platform that has continually evolved, now offering webinar hosting, landing pages, and e-commerce marketing features in addition to email. It’s a popular choice for small businesses and entrepreneurs, thanks to its rich feature set and recently introduced free plan.
GetResponse provides an easy-to-use email designer, a robust automation workflow builder, and advanced capabilities like autoresponders, segmentation, and even sales funnels on higher tiers.
For content creators or businesses building an online presence, GetResponse’s extras (like the ability to create a simple website, run webinars, or build lead funnels) can be quite handy.
They also have AI tools such as an AI email subject line generator in newer versions. Overall, GetResponse often positions itself as an all-in-one online marketing suite geared towards small to mid-sized businesses.
Free Plan
In a bid to stay competitive, GetResponse launched a Free-Forever plan that allows up to 500 contacts and about 2,500 email sends per month. On the free plan, you get basic email marketing capabilities – you can send newsletters and create one landing page, use signup forms, and even access a website builder.
However, the free plan notably does not include autoresponders or marketing automations (beyond a welcome email). Essentially, it’s meant for simple one-off email campaigns. They do give free users a 30-day trial of advanced features, but after that, you’d need to upgrade to use any automation workflows or transactional emails.
The free plan is a good starting point for building a mailing list and sending occasional updates, but you’ll need to move to paid as your needs grow.
Paid Plans
GetResponse’s paid plans were overhauled into tiers (Email Marketing “Starter”, Marketing Automation “Marketer”, and an Ecommerce “Creator” tier). Starter begins at $19/month for 1,000 subscribers (unlimited emails).
This includes essentials like unlimited newsletters, basic autoresponders, landing pages, and 24/7 chat support. The Marketer plan (around $69 for 2,500 subs) unlocks the full marketing automation suite, scoring, event-based triggers, etc.
One positive change is that GetResponse now includes the majority of its automation features in the mid-tier plan (previously they were in a much pricier tier). The pricing climbs as contact count increases, and for very large lists or advanced e-commerce features, GetResponse can get expensive relative to some competitors.
Still, for many small businesses with moderate lists, the value can be good given the range of tools included (landing pages, webinars, etc., in higher plans).
GetResponse Pros and Cons
| Pros | Cons |
|---|---|
| All-in-one features: GetResponse goes beyond email with extras like landing page builder, webinars, and even sales funnel tools in higher plans. This can reduce the need for multiple software tools. Automation & advanced marketing: The platform offers powerful automation workflows (on paid plans) comparable to ActiveCampaign – you can set up complex drip sequences, tagging, scoring, and e-commerce triggers. Great for advanced segmentation and lead nurturing. Free plan available: A free tier for 500 contacts gives new small businesses a chance to start building an audience without cost. It includes forms, a basic website builder, and up to 2,500 monthly sends – enough to try out the service. Unlimited emails on paid plans: All paid tiers allow unlimited email sends to your list (pricing is contact-based), so you won’t be charged for high send frequency. Also, GetResponse only counts active subscribers towards your limit, not unsubscribes or bounces. | Limited free functionality: The free plan is very basic – no autoresponders or automation included. You can quickly outgrow it if you want to set up even simple automated welcome sequences, which are core to email marketing. Price jumps for automation: To get crucial features like marketing automation or advanced segmentation, you have to go to the Marketer plan (~$69/mo for 2.5k contacts). This is pricier than some competitors (alternatives like Brevo or MailerLite may offer similar automation for less). Interface a bit dated: While functional, some users find GetResponse’s interface and email templates slightly dated in design. It’s improving, but the UI may not feel as slick as newer tools. Deliverability can vary: GetResponse’s deliverability is generally solid, but some reviews note varying performance. It’s always good to monitor your own deliverability and possibly use a custom domain or dedicated IP as you scale. |
In summary, GetResponse is a feature-rich option for small businesses that want more than just email – if you can leverage its landing pages, webinars, or e-commerce features, it provides good bang for your buck.
It’s quite scalable (with solutions up to enterprise level), but small businesses should compare the cost of needed features with other tools to ensure it’s the most cost-effective choice for their situation.
7. AWeber
AWeber is an established email marketing service that has been around for over 20 years (founded in 1998). It’s known for pioneering the autoresponder and for its focus on serving small businesses, bloggers, and entrepreneurs.
AWeber offers all the basics you’d expect: an easy drag-and-drop email builder, a large library of mobile-responsive templates, list segmentation, and simple automation capabilities.
One thing AWeber is particularly known for is its reliable customer support – including phone support, which is increasingly rare among email providers (and AWeber even offers phone support on the free plan).
AWeber has a somewhat “old school” interface compared to newer rivals, but it is straightforward to use. It includes handy features like AMP for email (interactive email elements) and a campaign marketplace with pre-built automation templates.
They’ve also integrated e-commerce options like the ability to sell products directly via email through integrations (e.g., with PayPal). For a small business just starting with email marketing, AWeber covers all the fundamentals reliably.
Free Plan
AWeber now provides a Free plan for up to 500 subscribers and 3,000 email sends per month. This free tier includes a generous set of features: you get access to email templates and a landing page builder, basic automation (the ability to create simple autoresponder sequences), and even 24/7 customer support including phone and live chat.
Many competitors severely restrict support on free plans, so AWeber stands out in that regard. The limitations of the free plan are: you can only have one list (audience) in your account, and emails will carry AWeber branding in the footer. Also, advanced segmentation and split testing are limited in the free version.
Paid Plans
AWeber’s Pro (paid) plans start at $15/month for up to 500 subscribers (and scale upward for more subscribers). The paid plans remove the AWeber branding and list limits, and unlock more advanced features like split testing, behavioral automations, and an extensive stock image library.
AWeber’s pricing is competitive at lower list sizes but can become moderate-to-high at scale (for example, around $50/month for 5,000 subscribers, etc.), which is roughly in line with industry averages.
AWeber Pros and Cons:
| Pros | Cons |
|---|---|
| Responsive support: AWeber offers 24/7 customer support even on the free plan, including phone support. This is great for small business owners who may need hands-on help. Feature-rich free plan: Up to 500 subscribers free with access to features like automation, landing pages, sign-up forms, and template gallery. You’re not as constrained feature-wise on free as with some other tools. Templates and e-commerce tools: Over 600 email templates and the ability to easily create product promotion emails with direct checkout integration (e.g., via PayPal). Good for businesses selling products/services online. Deliverability focus: AWeber has historically strong deliverability and includes helpful tools (like spam testing, although limited on lower tiers) to help ensure your emails reach inboxes. | Contact limit on free is low: 500 subscribers on free is fine to start, but it’s lower than some rivals (MailerLite’s 1000, Brevo’s unlimited contacts). You may have to upgrade sooner if your list grows quickly. Branding & list limits on free: Free plan emails have an AWeber logo/footer and you can manage only one email list on the free account, which can be restrictive if you wanted to separate subscribers into multiple groups. Interface a bit dated: The user interface, while functional, isn’t as modern or slick as some newer platforms. There is a small learning curve as some settings (like list management and automation setup) feel old-fashioned in navigation. Higher-tier features limited: Some advanced features (like split testing more than 3 variants, or advanced segment conditions) are only in higher plans. Also, AWeber’s automation is sufficient for basic needs but not as advanced as ActiveCampaign or HubSpot in terms of complex workflows. |
AWeber is a reliable choice for small businesses that want a stable, supported platform without a lot of fuss. It’s especially appealing if top-notch support is a priority, or if you plan to take advantage of their extensive template library and simple selling tools.
While it may not have the flashiest interface or the most cutting-edge automation features, AWeber covers the essentials and does so with a focus on helping small businesses succeed in email marketing.
8. ConvertKit (Kit)
ConvertKit (recently rebranded simply as “Kit” in 2023) is an email marketing platform specifically built for creators, bloggers, and small business owners building an audience. It emphasizes simplicity in email creation and powerful features for audience growth and monetization.
ConvertKit’s hallmark is its tag-based subscriber system (as opposed to list-based), which gives you flexibility in segmenting contacts based on interests or behaviors. It also offers easy-to-use automation for sending email sequences, and even unique features like the ability to sell digital products or subscriptions directly through email links.
ConvertKit (Kit) has a minimalistic email editor – many of its recommended templates are simple text-based designs that feel personal (which often yield higher engagement for creators). It forgoes heavy design elements in favor of plain but polished emails.
For small businesses or individuals who focus on content (newsletters, courses, etc.), ConvertKit provides a great balance of ease and sophistication. Their platform also includes landing pages and forms to help you grow your list, and recently they added a feature called Creator Network for newsletter recommendations.
Free Plan (Kit Free Newsletter)
ConvertKit’s free plan, now called the “Newsletter” plan under Kit, is surprisingly generous: it allows up to 10,000 subscribers free with unlimited email sends. This high subscriber limit is a major selling point – it’s one of the largest free allowances in the industry.
The free plan includes features like landing pages, forms, the ability to sell digital products, and one automation sequence (you can create a single automated email series). However, there are some catches: the free plan puts Kit branding on your emails and forms, and new users are initially put on a 14-day trial of the full platform.
You have to contact support to actually switch to the forever-free plan after the trial. Additionally, free plan users can’t remove the default “recommended by ConvertKit/Kit” footer that might promote other newsletters, which some may find less ideal. Advanced automations (beyond a single sequence) and certain integrations are reserved for paid plans.
Paid Plans
ConvertKit’s paid plans start at $15/month for up to 300 subscribers (and scale with list size). Upgrading to paid unlocks unlimited automation funnels, premium support, integrations with other tools, and features like newsletter referral programs.
ConvertKit’s pricing jumps at certain subscriber thresholds (for example, $25/month up to 1,000 subs, then higher for more). While not the cheapest, many creators find value in the features tailored to audience monetization (paid newsletters, etc., available on higher tiers).
ConvertKit (Kit) Pros and Cons
| Pros | Cons |
|---|---|
| Creator-focused features: Built with bloggers, podcasters, and creators in mind – includes tag-based segmentation for targeting subscribers based on interests, and unique options to sell digital products or subscriptions directly from emails. Great for those monetizing content. Generous free subscriber limit: Free for up to 10k subscribers with unlimited emails – far more than most services offer. You can grow a sizable list before needing to pay. Strong automation for sequences: Even the free plan allows one automated sequence, and the paid plan’s visual automation builder is intuitive for setting up nurture sequences or sales funnels. Excellent deliverability and support: ConvertKit is known for high deliverability to inboxes (partly because it encourages simpler email formats). Their customer support is also highly rated, and on paid plans you get priority service. | Branding and promotion on free: Free plan emails have Kit’s branding, and they even show “recommended newsletters” to your subscribers at signup (promoting others) which you cannot remove on free. This can be a downside if you want a fully white-label experience. Limited design capabilities: ConvertKit intentionally offers mostly plain-text style email templates. If your small business needs heavily designed, image-rich newsletters, ConvertKit’s approach (focused on text and personal feel) might not suit you. Paid plan costs: Once you exceed 10k subs or need advanced features, the cost can ramp up. Some users find that it becomes expensive as their list grows – especially compared to tools like MailerLite which might be cheaper for similar list sizes. Initial setup quirks: New accounts default to a trial of higher features; fully switching to the free plan requires contacting support. This is a minor inconvenience new users should be aware of. |
ConvertKit (Kit) is highly recommended for content-driven small businesses and creators – if you run a newsletter, online courses, or sell digital products, its features are tailored for you. The ability to handle up to 10k subscribers free is a huge bonus for growing your audience.
Just keep in mind that if your brand requires fancy email designs or you’re a traditional retailer (where image-heavy promotional emails are the norm), ConvertKit’s minimalist approach may feel limiting. For many coaches, writers, and small startups focused on engagement, though, ConvertKit is a top choice.
9. ActiveCampaign
ActiveCampaign is often lauded as one of the best marketing automation platforms, combining email marketing with a built-in CRM and sales automation capabilities. It’s a powerful tool for small businesses that want to go beyond basic newsletters and leverage advanced automation to engage leads and customers.
ActiveCampaign’s standout feature is its automation builder, which offers over 900+ automation workflow templates for all kinds of scenarios – from simple welcome series to complex multi-step journeys that score leads and trigger tasks for your sales team.
Despite these advanced features, ActiveCampaign still maintains a user-friendly drag-and-drop interface for designing emails, forms, and landing pages.
ActiveCampaign includes a robust set of marketing and sales tools: you can create segments and dynamic content, set up SMS campaigns, track website activity, and manage deals in a CRM pipeline.
For e-commerce small businesses, ActiveCampaign integrates with platforms like Shopify and WooCommerce to send targeted follow-ups (e.g., abandoned cart emails). It’s essentially a full email marketing + CRM + automation suite in one.
Free Plan/Trial
ActiveCampaign does not offer a free tier for its service. Instead, they provide a 14-day free trial so you can test the platform. During the trial you can send up to 100 contacts to get a feel for it. After that, you’ll need to subscribe to continue using it.
Paid Plans
ActiveCampaign’s pricing for the email marketing (Marketing Lite) plan starts at $15/month for 500 contacts (paid annually; around $30 month-to-month). That includes email marketing and automation features for that contact limit, with unlimited sends.
As your subscriber count increases, the cost does too (for instance, 1,000 contacts is roughly $29/mo on the Lite plan). There are higher tiers (Plus, Professional, Enterprise) that add CRM seats, advanced reporting, lead scoring, and more, but many small businesses find the Lite or Plus plans sufficient to get industry-leading automation capabilities.
It’s worth noting ActiveCampaign charges based on contacts and you’ll have to move up in tier if you need CRM users or features like SMS sending (which come in Plus and above).
ActiveCampaign Pros and Cons
| Pros | Cons |
|---|---|
| Best-in-class automation: ActiveCampaign offers extremely advanced automation workflows with a library of 900+ templates. You can automate virtually any email marketing or sales follow-up scenario with precise triggers, conditions, and actions. Great for nurturing leads and e-commerce customer journeys. Integrated CRM: Unlike many email tools, ActiveCampaign includes a built-in CRM for sales pipeline management, aligning marketing and sales. You can score leads, create deals, and automate tasks for sales reps – useful if your small business needs to manage prospects in a sales funnel. Robust feature set: Everything from landing pages and forms to SMS marketing and even site messaging is available. It’s a comprehensive platform that can grow with your needs. The email template selection is large (240+ templates) and editors for email, forms, and landing pages are uniform and easy to use. Good deliverability and support: ActiveCampaign is known for good deliverability rates. They also provide one-on-one onboarding (for some plans) and have a reputation for helpful customer support and an active community. | No free plan: There’s only a 14-day trial. After that, even very small businesses will need to budget for at least the lowest plan. This can be a hurdle for those just starting out. Steeper learning curve: While the interface is friendly, the depth of features means there’s more to learn. Beginners might find the sheer number of options (automations, CRM, lead scoring, etc.) a bit overwhelming initially. It’s not as plug-and-play simple as, say, Mailchimp or MailerLite for basic tasks. Price for higher tiers: The basic ActiveCampaign plan is affordable for small lists, but costs rise as contacts grow and if you need features from higher tiers (like CRM users, Salesforce integration, or in-depth analytics). It can get costly for large databases, although the features often justify it. Email send limits on lower plans: Most plans have unlimited sends, but in some cases (or older pricing structures) there were send limits tied to contact count. Be sure to check the latest plan details; generally, Lite gives unlimited emails, but if any limits apply, they could constrain heavy senders on entry plans. |
ActiveCampaign is the go-to choice for small businesses who prioritize marketing automation and want to implement sophisticated email campaigns that respond to customer behavior.
If you have an online store, a B2B service with a sales team, or simply desire the ability to fine-tune how you engage different segments of your audience, ActiveCampaign provides immense power.
For very small operations with straightforward needs, it might be more horsepower than you require – but as an all-around platform that can handle email marketing and CRM needs together, it’s hard to beat.
10. Klaviyo
Klaviyo is a leading email marketing platform specifically favored by e-commerce businesses and online retailers. If your small business runs an online store, Klaviyo is likely to come up in conversations as it integrates deeply with e-commerce platforms (Shopify, WooCommerce, BigCommerce, etc.) and focuses on driving sales through personalized emails and SMS.
Klaviyo offers advanced segmentation based on customer shopping behavior, and pre-built automation flows tailored to e-commerce use cases (such as abandoned cart reminders, post-purchase follow-ups, win-back campaigns, product review requests, etc.).
The email builder in Klaviyo is versatile – you can use drag-and-drop or code your own HTML, and even include dynamic product recommendation blocks fed by your store’s data.
Klaviyo also has strong analytics and revenue tracking, showing exactly how much money each email campaign or flow generated, which is a huge plus for ROI-focused businesses. Additionally, Klaviyo has expanded into SMS marketing, allowing omnichannel campaigns (email + text) all in one platform.
Free Plan
Klaviyo provides a free plan for up to 250 contacts (called “profiles”) and 500 email sends per month. This free tier also includes a small allowance of 150 SMS/MMS credits if you want to test SMS.
The free plan gives you access to nearly all of Klaviyo’s features, just at a limited scale – you can use the email templates, set up flows (they have over 60+ pre-built flows for common scenarios), and integrate your store. It’s primarily there for new users to explore the platform; once you exceed 250 contacts or 500 sends, you’ll need to upgrade.
Paid Plans
Klaviyo’s paid plans start at $20/month for up to 500 contacts (which includes 5,000 monthly email sends). Pricing then scales with the number of contacts in your account (for instance, 1,000 contacts would be around $30/month, and so on).
SMS is an add-on cost calculated separately by usage. While Klaviyo is not the cheapest, businesses often find the ROI makes it worth it due to the revenue their targeted automations can drive.
However, very small businesses with just a few hundred contacts might find $20+ a month pricier than some other options – Klaviyo is really optimized for those who will leverage its e-commerce focus.
Klaviyo Pros and Cons
| Pros | Cons |
|---|---|
| E-commerce specialization: Klaviyo is built for online sales – it offers deep integrations with shopping carts and has automation flows (abandoned cart, cross-sell, back-in-stock, etc.) ready out-of-the-box. It leverages customer data (like past purchases, browsing activity) to personalize emails and improve conversion rates. Powerful segmentation & analytics: You can create very granular segments (e.g., customers who bought item X but not Y, in the last 30 days, etc.) and the reporting clearly shows how much revenue each email or segment generates. Great for data-driven marketing and measuring ROI. Multi-channel (Email + SMS): Klaviyo handles both email and text messaging under one platform, allowing a coordinated strategy. Its automation flows can include SMS steps. This is efficient for small businesses wanting an integrated approach to customer messaging. Scalable with templates: There are 60+ pre-built automation templates (flows) and numerous email templates, so even if you’re not a marketing expert, you can launch effective campaigns by customizing Klaviyo’s proven blueprints. | Geared toward retailers: If you’re not running an online store, some of Klaviyo’s strengths (product feeds, Shopify integration) may be unnecessary. Other tools might be more cost-effective for non-e-commerce use cases. No long-term free usage: The free tier (250 contacts) is very limited – most serious small businesses will surpass that quickly, then you’ll be paying at least ~$20/month. There isn’t a “forever free” option for a sizable list like some competitors offer, which could deter hobby projects or very lean startups. Can be pricey as list grows: Klaviyo’s pricing increases with contacts, and it can become one of the more expensive options for larger lists. Essentially, you’re paying a premium for the advanced capabilities and revenue attribution it provides. Ensure you’re utilizing those features; otherwise, a simpler, cheaper tool might suffice. Learning curve for advanced features: While basic tasks are easy, fully exploiting Klaviyo’s power (like complex segment definitions or custom event tracking) might require a bit of learning or developer help. The platform is robust, which is great, but expect to invest time to set up the more sophisticated marketing tactics. |
In summary, Klaviyo is ideal for small businesses in the e-commerce space – if you run a shop (online boutique, Shopify store, etc.), Klaviyo can significantly boost your email marketing effectiveness and ultimately revenue.
Its focus on customer lifecycle marketing is hard to match. Non-retail businesses could still use Klaviyo, but might find many features irrelevant and the cost relatively high. For those selling products online, though, Klaviyo is often viewed as the gold standard for email marketing.
11. Moosend
Moosend is an email marketing software that has gained popularity as an affordable yet powerful platform for small businesses. It offers a modern interface and a rich set of features, often at a lower price point than many competitors.
With Moosend, users get an intuitive drag-and-drop email editor, a library of over 100 templates, advanced automation workflows, and even transactional email capabilities.
Despite its budget-friendly reputation, Moosend doesn’t skimp on functionality – it includes segmentation, A/B testing, real-time analytics, and integrations with numerous apps (WordPress, e-commerce platforms, etc.).
One notable aspect is Moosend’s emphasis on deliverability and testing. The platform allows you to preview emails on different devices and run spam/delivery tests to improve your chances of reaching the inbox.
Moosend also introduced some AI features, like an AI content writer for email copy and subject lines. This focus on technology and ease-of-use has made Moosend a rising star for small businesses that want advanced features without a high price.
Free Plan
Moosend used to offer a free plan in the past, but as of 2025 Moosend does not have a forever-free plan. They offer a 30-day free trial of their Pro features for new users. After the trial, you must choose a paid plan to continue. This means Moosend isn’t “free” long-term, but the trial is a good way to evaluate if it fits your needs.
Paid Plans
Moosend’s paid plans are relatively cost-efficient. Pricing starts at about $9/month for up to 500 subscribers (with unlimited emails). The pricing increases based on subscriber count, but Moosend tends to be more affordable than big names like Mailchimp or Constant Contact for equivalent list sizes.
All paid plans include the full feature set: unlimited emails, automation, segmentation, A/B testing, landing pages, forms, etc. Moosend also allows unlimited users on an account, which is great for teams (no extra charge per additional team member). They provide customer support via chat/email on all plans (with more dedicated support at higher tiers).
Moosend Pros and Cons
| Pros | Cons |
|---|---|
| User-friendly and fast: Moosend’s platform is very easy to navigate, with a clean UI and minimal learning curve. Designing campaigns and setting up automations is straightforward, which is ideal for busy small business owners. Advanced features at low cost: You get features like advanced automation workflows, segmentation, and even AI content generation at a lower price than many competitors. It’s a great value – even including things like transactional emails and integration options. Excellent deliverability tools: Moosend boasts an impressive 98% deliverability rate and offers spam testing and email previews to help ensure your emails land in inboxes. This focus on deliverability is a big plus if you had issues with other platforms. Scalable and no send limits: All plans come with unlimited email sends and you can manage large lists inexpensively. Moosend’s pricing remains reasonable as you scale, and it doesn’t restrict features on lower tiers. | No perpetual free plan: Lack of a free tier means Moosend isn’t ideal if you absolutely need a free solution beyond the 30-day trial. Very small businesses or hobby projects might prefer a service with a free plan. No built-in CRM: Unlike some competitors (e.g., HubSpot, ActiveCampaign), Moosend does not have a built-in CRM for sales tracking. It’s focused purely on email/newsletter marketing (though it integrates with CRMs, you don’t get one in-platform). Limited form builder: While Moosend does have subscription forms and landing pages, the design options for forms are somewhat basic. If you need highly customized form designs, you might need an external form builder. Brand less established: Moosend is growing but still less known than giants like Mailchimp. This isn’t a direct con on features, but some users prefer widely adopted platforms for their larger community and third-party tutorials/plugins. Rest assured, Moosend is quite capable – just ensure it covers any niche needs you have before switching. |
Who is Moosend best for?
Small businesses that want advanced email marketing capabilities on a budget will find Moosend very appealing. It’s especially useful if you’re tech-savvy enough to appreciate its robust features (like rich automation options) but don’t want to pay premium prices.
For organizations that require a free solution or an integrated CRM, Moosend might not tick those boxes. But overall, it delivers a high-performance email marketing experience at a fraction of the cost of some competitors.
FAQs
Q.1: Does Mailchimp have a free plan for small businesses?
Answer: Yes, Mailchimp offers a free plan, but it’s more limited than it used to be. As of 2025, Mailchimp’s free tier allows up to 500 contacts and 1,000 sends per month (with a daily send cap of 500).
This plan includes basic email templates, forms, and reports, but no automation or A/B testing – those require an upgrade. It’s a decent starting point for a very small list, but if you need to schedule emails or set up autoresponders, you’ll likely outgrow Mailchimp’s free plan quickly.
Q.2: What features should I look for in email marketing software for a small business?
Answer: When evaluating email marketing tools for a small business, consider the following key features:
- Scalable pricing: It should fit your budget now and as you grow (look at how pricing increases with subscriber count).
- Ease of use: A user-friendly editor and premade templates can save you time designing emails.
- Automation & segmentation: Even as a small business, you’ll benefit from basic marketing automation (like welcome emails or drip campaigns) and the ability to segment contacts for targeted messaging.
- Signup forms & landing pages: Built-in forms or landing page tools help capture leads if you don’t have a sophisticated website.
- Integrations: Check that it integrates with tools you use (e.g., your e-commerce platform, CRM, or CMS) for a seamless workflow.
- Support: Reliable customer support (and resources like tutorials) is valuable, especially if you’re not an email marketing expert. Some providers offer chat/email support on all plans, while others limit support on free tiers.
- Deliverability: Good reputation for deliverability (your emails hitting inboxes, not spam). Sometimes smaller or newer services have equally good deliverability, but it’s worth researching or testing.
Ultimately, choose a tool that matches your marketing goals – for example, if you plan to do a lot of automation, prioritize that; if you just need simple newsletters, focus on ease of use and template variety.
Q.3: Can I manage multiple contact lists or audiences with these email tools?
Answer: Yes, most email marketing platforms let you manage multiple lists or at least segment your subscribers in various ways. Nearly all the tools discussed support having different audiences, lists, or segments so you can organize contacts (for example, a list for customers vs. prospects, or tags for different interests).
Some platforms use terminology like “Audiences” (Mailchimp) or “Lists” (Constant Contact, AWeber) or a tagging system (ConvertKit, ActiveCampaign) – but all serve the purpose of managing groups of subscribers.
Be mindful that a few services might count a subscriber on two lists twice toward your total quota (Mailchimp and some others do this). Also, very few have limits on the number of lists: e.g., AWeber free allows only one list, and Mailchimp’s free plan allows only one audience.
But generally, with a paid plan you can create multiple segments or lists freely. Before committing, ensure the tool can handle your needs (if you have multiple brands or distinct audiences, list management is important).
Q.4: What is the most cost-effective email marketing software for a small business?
Answer: “Cost-effective” depends on your needs, but a few stand-out options:
- MailerLite: Often cited as one of the best values – it has a forever-free plan (1,000 subscribers) and very affordable paid plans starting around $9/month. It includes many features (landing pages, automation) that deliver great value for the price.
- Brevo (Sendinblue): If you have a large contact list but send less frequently, Brevo can be cost-effective since it allows unlimited contacts on free and low-cost plans, charging mainly by email volume. Their paid plans (e.g., ~$9 for 5,000 emails) are quite cheap.
- Moosend: While it has no free plan, Moosend’s paid plans are inexpensive relative to competitors for the features you get. Starting at $9/month for unlimited emails, it’s a bargain if you’re okay paying a bit from the start. It’s often mentioned as affordable and scalable.
- AWeber Free / GetResponse Free: These give you free usage up to 500 contacts which can be very cost-effective for a small list just starting out. As you grow, the paid tiers kick in.
In contrast, tools like HubSpot or Klaviyo, while extremely powerful, are on the pricier side – they’re cost-effective only if you fully utilize their capabilities to generate more revenue.
If budget is your primary concern, start with a free or low-cost plan from a reputable provider like MailerLite, Brevo, or Moosend. They’re popular, well-reviewed, and budget-friendly choices for small businesses.
Q.5: Is it better to use a free email marketing tool or invest in a paid one?
Answer: It depends on your situation. Free email marketing tools are fantastic for getting started – they carry no financial risk and often provide enough functionality for basic campaigns. If you have a very small list or are still testing email marketing, a free plan (from Mailchimp, MailerLite, Brevo, etc.) might serve you well initially.
However, free plans come with limitations: caps on subscribers or sends, and usually restricted features (like no automations or limited support). As your business and list grow, these can hinder your marketing efforts (for instance, not being able to schedule an email or send a welcome drip series).
Investing in a paid plan gives you access to the full power of the platform – unlocking automations, advanced analytics, and higher quotas. This often leads to better results (e.g., automated welcome emails can increase engagement, segmentation can improve conversion). Additionally, paid plans remove mandatory provider branding, helping your emails look more professional.
In short, if you’re just starting out or have under a few hundred contacts, begin with a free tool to learn the ropes. Once email marketing proves its value to your business (or you hit the free plan’s limits), invest in a paid plan that fits your budget.
Even a modest email marketing investment can pay off given email’s high ROI. Many small business owners find that the additional revenue generated from using a paid plan’s features (like an abandoned cart email that recovers sales) easily justifies the cost.
Conclusion
Email marketing remains a high-impact, cost-effective marketing channel for small businesses in 2025. With the right tool, you can consistently engage your audience, drive repeat business, and nurture leads – all with a potentially massive ROI (email yields around $36 for every $1 spent on average).
In this article, we’ve covered a range of top email marketing tools for small business owners, from free platforms ideal for beginners to more advanced solutions with cutting-edge automation:
- For absolute beginners or very tight budgets: Consider free plans from providers like MailerLite or Brevo, which offer generous allowances and core features at no cost. These let you start building your list and sending newsletters with minimal risk.
- For general all-in-one marketing needs: Tools like Mailchimp and Constant Contact provide a broad set of features suitable for many small businesses (templates, basic automations, integrations). They are well-known and relatively easy to use, though keep an eye on pricing as your list grows.
- For advanced automation or CRM integration: ActiveCampaign and HubSpot shine. ActiveCampaign delivers sophisticated marketing automation and a built-in CRM, great for small businesses aiming to scale their marketing complexity.
HubSpot offers an entire marketing-sales-service ecosystem, excellent if you want everything in one place and plan to grow into its higher-tier capabilities. - For content creators and online entrepreneurs: ConvertKit (Kit) is tailored to audience-building and monetization through email. Its free plan up to 10k subscribers is a boon for growing a community before needing to invest. Similarly, AWeber caters well to entrepreneurs with its focus on deliverability and support.
- For e-commerce small businesses: Klaviyo (and to an extent Omnisend, which we mentioned in passing) are purpose-built for online stores, offering the deepest e-commerce integrations and revenue-tracking. These can unlock more sales from your existing traffic by sending highly targeted, behavior-driven emails.
- For the best value: Platforms like Moosend and MailerLite often give you “big company” features at a lower cost, which can be extremely appealing for budget-conscious businesses that still want robust capabilities.
In choosing an email marketing tool, consider factors like the size of your email list, your feature requirements (e.g., do you need automation? landing pages? CRM?), and of course budget.
It’s also wise to think long-term: a service with an appealing free plan now might become costly later, and vice versa, a slightly pricier tool might pay for itself if it offers better conversions or growth features.
All the tools covered here are popular, well-reviewed options with thousands of small business users. Importantly, they each support CAN-SPAM/GDPR compliance, provide templates for ease, and have analytics to measure your results.
Email marketing tools for small business owners are not one-size-fits-all, but with the information above, you’re equipped to identify which platform aligns with your business goals and marketing strategy.
Remember, success in email marketing ultimately comes from understanding your audience and consistently delivering value to their inbox. These tools are just that – tools to help you execute your strategy. Choose one that feels comfortable and sustainable for you to use, and it will become a trusty ally in your business growth journey.