How to choose email marketing software
After testing the leading platforms, the right pick depends on what you sell, how big your list is, and how much automation you need. Creator tools, ecommerce platforms, and all-in-one suites each win for different people.
Quick guide:
- Best all-round value? MailerLite.
- Need serious automation + CRM? ActiveCampaign.
- Creator, blogger, or newsletter? ConvertKit.
- Running an online store? Klaviyo (or Drip for a cheaper start).
- Want webinars + funnels too? GetResponse.
- Big list, occasional sends? Brevo (pay by emails, not contacts).
- Just starting out? Mailchimp or AWeber.
Pricing scales with your list, so the cheapest tool today may not be cheapest at 50,000 subscribers, check the pricing at your expected size, and start on a free plan or trial.
Best Email Marketing at a glance
| # | Tool | Best for | Rating | From |
|---|---|---|---|---|
| 1 | MailerLite | best value & ease of use | 4.4 | Free / $9/mo |
| 2 | ActiveCampaign | advanced automation | 4.4 | $15/mo |
| 3 | ConvertKit | creators & newsletters | 4.4 | Free / $9/mo |
| 4 | Klaviyo | ecommerce marketing | 4.4 | Free / $20/mo |
| 5 | GetResponse | all-in-one marketing | 4.2 | Free / $19/mo |
| 6 | Brevo | email + SMS on a budget | 4.1 | Free / $9/mo |
| 7 | Drip | ecommerce automation | 4.1 | $39/mo |
| 8 | Mailchimp | beginners & all-rounder | 4.0 | Free / $13/mo |
| 9 | Moosend | affordable automation | 4.0 | $9/mo |
| 10 | AWeber | small businesses & beginners | 3.9 | Free / $15/mo |
MailerLite
Best for best value & ease of use
The best balance of simplicity, features, and price. A clean editor, solid automation, and a generous free plan make it the default pick for most small senders.
- Excellent value
- Clean, modern editor
- Generous free plan
- Approval process to join
- Fewer advanced CRM features
ActiveCampaign
Best for advanced automation
The most powerful automation and built-in CRM in the category. Ideal once your marketing outgrows simple broadcasts and you need real workflows.
- Best-in-class automation
- Built-in CRM
- Strong segmentation
- No free plan
- Steeper learning curve
ConvertKit
Best for creators & newsletters
Purpose-built for creators (now branded Kit), with tagging, landing pages, and easy newsletter monetization. The go-to for bloggers, course creators, and writers.
- Made for creators
- Simple tag-based lists
- Built-in monetization
- Plain email designs
- Pricey at large list sizes
Klaviyo
Best for ecommerce marketing
The ecommerce powerhouse, with deep Shopify integration and data-driven email + SMS. The best choice for online stores that live and die by revenue per email.
- Deep ecommerce data
- Email + SMS
- Powerful segmentation
- Expensive as you scale
- Overkill for non-ecommerce
GetResponse
Best for all-in-one marketing
More than email, adds webinars, landing pages, and funnels in one platform. A strong all-in-one for marketers who want their whole funnel under one roof.
- Includes webinars & funnels
- Good automation
- Free plan
- Jack-of-all-trades
- Interface can feel dense
Brevo
Best for email + SMS on a budget
Formerly Sendinblue, Brevo charges by emails sent rather than contacts, great if you have a big list but email it occasionally. Includes SMS and a CRM.
- Pay by sends, not contacts
- SMS + CRM included
- Generous free tier
- Daily send limit on free
- Editor less polished
Drip
Best for ecommerce automation
An ecommerce-focused automation tool with strong revenue tracking, sitting between Mailchimp and Klaviyo in power and price. Great for growing online stores.
- Ecommerce automation
- Revenue attribution
- Flexible workflows
- No free plan
- Pricier than basic tools
Mailchimp
Best for beginners & all-rounder
The best-known platform, friendly for beginners with a polished editor and big template library. Capable, but value drops as your list and feature needs grow.
- Beginner-friendly
- Polished editor
- Huge integration library
- Expensive at scale
- Automation weaker than rivals
Moosend
Best for affordable automation
A surprisingly capable, low-cost platform with solid automation and a clean editor. The best pick if you want real automation features without the big-name price.
- Very affordable
- Good automation
- Easy editor
- Smaller brand/ecosystem
- No permanent free plan
AWeber
Best for small businesses & beginners
A long-standing, reliable choice with friendly support and a free plan. Dependable for small businesses, though it feels dated next to newer rivals.
- Reliable & established
- Good support
- Free plan
- Dated interface
- Automation behind competitors
Frequently asked questions
What is the best email marketing software in 2026?
For most small senders, MailerLite is the best overall thanks to its value and ease of use. ActiveCampaign is best for advanced automation, ConvertKit is best for creators, and Klaviyo is best for ecommerce.
What is the best free email marketing tool?
MailerLite, Brevo, Mailchimp, and ConvertKit all offer genuinely usable free plans. MailerLite's is the most generous on features; Brevo's is great if you have a large list but send infrequently.
What is the best email tool for ecommerce?
Klaviyo is the leader for ecommerce thanks to deep Shopify integration and revenue-focused data. Drip is a strong, slightly cheaper alternative for growing stores.
How much does email marketing software cost?
Most tools price by subscriber count or emails sent, starting around $9-$20/month for small lists and scaling up from there. Free plans typically cover a few hundred to a few thousand subscribers.