In marketing, there are three types of audiences: the ones you borrow (like organic traffic from SEO), the ones you buy (like paid visitors from ads), and the ones you own (like your email subscribers).
The problem with the first two types is that you don’t own those audiences. They may visit your site or social media profile today and forget about your brand entirely by tomorrow. This is why you need email marketing to turn organic and paid visitors into loyal customers.
Whatever marketing channels and initiatives you’re running (SEO, SEM, social media marketing), the end goal is to get users to sign up for your email list, so you can nurture those leads and eventually convert them.
For that, you’ll need a powerful email marketing tool. In this blog post, we’ll help you find and pick the right one for your needs.
What makes a great email marketing tool?
It depends on your current conditions. How many team members do you have? What’s your marketing budget like? The best email marketing tool for someone else might not work out great for you, and vice versa.
But in general, you can consider these factors when choosing:
- Customization level. Does a drag-and-drop content editor with basic functionality work for you? Or do you actually need total control over the email design?
- Email deliverability. You want every email you send to end up in the audience’s inbox instead of the spam folder. So, make use of the tool’s free version to gauge its deliverability before you invest in the paid plan.
- Workflow automation. A good email marketing platform should offer the ability to automate repetitive email sequences, so you can save time.
- User segmentation. Can you group recipients based on user demographics, purchase history, and browsing behavior? This will really help you craft the right messages to different customer segments.
- Performance analytics. Check whether the tool shows every metric you want to track, such as email deliverability and open rates number of subscribers, among others.
Quick overview of the best email marketing software
Best email marketing tools for 2025
In this section, we’ll dive deeper into each email marketing tool to uncover the things that make them great, as well as drawbacks you should be aware of.
1. Mailchimp
Best for: Creating emails faster with AI
Mailchimp is one of the most popular email marketing tools out there. And its functionality makes a strong case for it being one of the best.
Its Email Builder allows you to easily drag and drop elements (like layouts, text, and forms) to create the perfect email design. You can then edit the copy yourself or ask AI to help out in case you’re short on words.
But email automation is perhaps the main reason why so many users love this tool. You can integrate Mailchimp with almost any app you use and automate your entire email marketing workflow.
For instance, let’s say you’re running a Shopify store. You can simply connect Shopify with Mailchimp and set up a workflow to automatically send an email reminder to anyone who has added items to their cart.
Pricing: Free to send 1,000 emails per month and store 500 contacts; Paid plans cost between $10/month – $1,600/month
Pros:
- AI tools to generate email copy and visuals and personalize product recommendations.
- More than 130 email templates you can customize to your exact liking.
- Email automation with over 300 app integrations, including Canva, Shopify, and Wistia.
Cons:
Many users find the customer service horrible – the agents are slow to respond, and some issues are left unsolved. Not to mention, you’ll pay double the renewal prices beyond the first year.
2. Omnisend
Best for: Automating eCommerce workflows
If you’re an eCommerce store or online business owner on a tight budget, you should definitely consider Omnisend. It offers premium features that other tools charge like crazy, including email and SMS blasts, campaign A/B testing, and customer segmentation.
You also get access to pre-built eCommerce workflows, so you can automate stuff like welcoming new customers, re-engaging with users who abandon their cart, and even re-sending newsletters to recipients who haven’t opened the first email.
While you’re limited to 500 monthly email sends and 250 contacts on the free version, you can easily upgrade to the paid plans, which are far more affordable than most email marketing services in this list.
Pricing: Free to send 500 emails per month and store 250 contacts; Paid plans cost between $11.20/month – $59.50/month
Pros:
- Great free features like email automation, unlimited user segmentation, and campaign reporting.
- Pre-built templates, content blocks, and flows for eCommerce stores.
- Conversion-focused features like A/B testing and Campaign Booster.
Cons:
While Omnisend has a rich library of features on the free version, you’re limited to 500 email sends and 250 contacts per month. That’s lower than most email marketing tools we’ve tested (with the exception of Klaviyo).
3. MailerLite
Best for: Managing integrated digital marketing campaigns
MailerLite may sound like a free (or at least cheap) platform built solely for email marketing. But it’s actually a powerful tool that handles (almost) every aspect of your digital marketing campaigns.
You can easily create your own blog to drive organic visitors, and turn them into leads using pop-ups and signup forms. Once you’ve built a strong list of subscribers, nurture them further with engaging email newsletters.
The best part? You don’t even need design or coding skills. MailerLite provides a powerful drag-and-drop editor and AI writing assistant that help you create high-converting email newsletters in no time.
You can also embed videos, display your latest blog posts, and connect your eCommerce store to make your emails even more engaging. Even showing a countdown timer to create a sense of urgency.
Pricing: Free to send 12,000 emails per month and store 1,000 contacts; Paid plans cost between $10/month – $1,900/month
Pros:
- Comprehensive digital marketing tools beyond just emails.
- Pretty cheap plans for unlimited user seats and monthly email sends.
- MailerCheck to clean your email list and boost deliverability.
Cons:
If you’re a free user, you won’t get email newsletter templates. So, you’ll have to create both the design and copy on your own.
4. Brevo
Best for: Building customer relationships on multiple channels
Ever since Sendinblue changed its name to Brevo, the platform’s focus has shifted more toward customer relationship management.
The email marketing functionality itself is still very good. You can design professional emails using its drag-and-drop editor or ready-made templates, improve the subject lines and content with AI, schedule your emails to send automatically and track the performance of your campaigns.
But beyond email marketing, Brevo enables you to engage your customers through other channels like SMS, WhatsApp, and even video calls.
There’s also a centralized dashboard to manage customer profiles you’ve gathered from all those different marketing campaigns. You can then use this data to run targeted ads on Google or Facebook, for example.
Pricing: Free to send 300 emails per day and store 10,000 contacts; Paid plans cost between $9/month – $669/month
Pros:
- Multi-channel CRM solution.
- Over 1,200 HTML email templates
- Generous contact limits on the free plan.
Cons:
Although you can store a large number of contacts (10,000) on the free version, it feels pretty useless since you’re limited to just 300 email sends per day.
5. Klaviyo
Best for: Launching personalized email campaigns
Klaviyo has the cleanest dashboard out of any email marketing tools we’ve tested so far. We were amazed by how everything is neatly organized and how easy it is to locate the stuff we need.
Luckily, its minimalistic design doesn’t mean minimalistic features. In fact, it’s quite the opposite. From designing eye-catching emails to automating your entire marketing workflow, you can do pretty much anything.
One particular strong point we like about Klaviyo is its multi-channel user segmentation. This nice functionality allows you to reach the right users in the right channels, whether it's email, SMS, or mobile app.
Klaviyo also integrates with more than 350 apps (even more options than Mailchimp), so you can manage your entire marketing tech stack in one place.
Pricing: Free to send 500 emails per month and store 250 contacts; Paid plans cost between $20/month – $6,125/month
Pros:
- Minimalist and easy-to-use dashboard.
- Multi-channel user segmentation.
- Rich pre-built integrations with over 350 apps.
Cons:
Advanced features like marketing analytics and customer targeting are sold as separate tools, which can really add up to your total cost.
6. Beehiiv
Best for: Building email newsletters
Beehiiv was launched with one goal in mind: helping creators create and grow their own email newsletter. And you don’t need any coding, designing, or writing skills to get started.
Its Content Publishing Editor helps you write email copy, embed media, and format your newsletter design with absolute ease. Once done, you can take a final look at your email to make sure there's no typo or misplaced element.
The tool also makes it easy to build your subscriber list. Users simply need to click on your magic link to subscribe to your newsletter. No more complex contact forms and lengthy signup processes.
When you finally grow your audience, you can monetize your newsletter with placement ads. Don’t worry – Beehiiv offers an ad network that connects you with potential advertisers in your niche.
Pricing: Free to send unlimited emails per month and store 2,500 contacts; Paid plans cost between $49/month – $459/month
Pros:
- Very generous free plan with unlimited email sends.
- One-click subscriptions with no forms and extra steps.
- Simple and easy content editing tool.
Cons:
The customization options are somewhat limited compared to other email marketing platforms.
7. GetResponse
Best for: Monetizing content
Looking to turn your followers into revenue? GetResponse is the perfect tool that offers a unique combination of email automation and content monetization tools.
There are a number of ways to monetize your audience with GetResponse, either by launching a premium newsletter, creating an online course, hosting live webinars directly within the platform, or even combining all those things.
Running an eCommerce store? We bet you'll love its conversion funnel. From building landing pages and adding forms to collect leads to sending automated emails to keep users engaged, it’s all quick and easy.
You can also connect your Shopify or WooCommerce store to your newsletter. This allows you to display your products and include links to your landing pages, so you can increase checkouts and sales.
Pricing: Free to send 2,500 emails per month and store 500 contacts; Paid plans cost between $19/month – $690/month
Pros:
- Powerful and unique monetization features.
- AI-powered automated email responses.
- Integrations with leading payment processors (like Paypal and Stripe) and eCommerce platforms (like Shopify, WooCommerce, and Magento).
Cons:
Unfortunately, email automation is only available on the paid plans.
8. Sender
Best for: Getting started with email marketing without spending
Every email marketing tool in this article has a free plan. But a few of them offer free limits and features as generously as Sender.
Not only does the tool allow you to send 15,000 emails (that’s right) to 2,500 subscribers every month, it also gives you premium features like email workflow automation and unlimited audience segmentation.
What’s more, you get access to its drag-and-drop editor and email library, as well as all email and pop-up templates that Sender has in store, so you can get started quickly. The workflow automation works for just about anything – welcoming new users, recovering abandoned carts, winning old customers, gathering feedback, and a lot more.
And if you ever need higher email limits and more features like SMS messaging, the paid plans start at only $10/month. All in all, Sender is perfect for small businesses looking to scale their marketing efforts without breaking the bank.
Pricing: Free to send 15,000 emails per month and store 2,500 contacts; Paid plans cost between $10/month – $1,660/month
Pros:
- High email limits and advanced features on the free plan.
- HTML editor to further customize the offered templates.
- Pre-built email workflows for customer retention.
Cons:
Beyond email and SMS, the range of marketing features isn’t as complete as tools like MailerLite and Brevo.
9. Kit
Best for: Selling digital products
Kit (formerly ConvertKit) has grown from a simple newsletter making tool to an all-in-one marketing platform for influencers, bloggers, and creators who want to monetize their followers and grow their business.
At its core, selling digital products is what Kit is all about. You can run paid newsletters, offer coaching sessions, and sell downloadable items like eBooks, video courses, music tracks, and design presets (like those created for Adobe Lightroom).
There’s also a nice analytics dashboard to track how many subscribers you have, how much money you’ve generated, and which forms and landing pages are your best performing ones.
The free plan is even more generous than Sender, since you can send unlimited emails to 10,000 subscribers each month. That said, you can only automate one email sequence (like sending a series of welcome emails).
Pricing: Free to send unlimited emails per month and store 10,000 contacts; Paid plans cost between $25/month – $2,166/month
Pros:
- Perfect for content creators and artists selling digital products.
- Unlimited email broadcasts, landing pages, and opt-in forms on the free version.
- Fully customizable email automations based on a specific time or user action.
Cons:
You can only automate one email sequence on the free plan, which isn’t enough to run a full marketing campaign.
10. Audienceful
Best for: Posting content on both email and website simultaneously
If you don’t need all those fancy features offered by other apps and want to focus solely on email marketing, Audienceful is your answer. It has only two core features: email newsletter builder and marketing automation.
Although it offers no email templates, you can create your newsletter pretty easily with its Notion-inspired editor. Simply add a new content block for every heading, text, image, shortcode, quote, and list you want to include in the email. You can also set up email sequences from the same dashboard without much problem.
What’s more, Audienceful is the only email marketing platform with a built-in Webflow integration. If you host your site on Webflow, it can be a great way to publish content on both your email newsletter and blog at the same time.
Pricing: Free to store 1,000 contacts and invite 2 team members; Paid plans cost between $37.5/month – $1,090/month
Pros:
- Built-in Webflow integration for cross posting.
- Notion-style interface for writing newsletters.
- Easy to set up workflow automation.
Cons:
Audienceful is still a fairly new platform, so a lot of the more advanced features are still in development. It also doesn’t offer any email templates.
11. Loops
Best for: Automating email campaigns
Loops is a tool specifically built to help SaaS companies automate their email workflows. To create a Loop (it simply means a workflow), you can choose pre-made templates or build one from scratch.
There are more than a dozen templates for different use cases, including sending welcome emails to every new subscriber, inviting users to upgrade their plan, and sharing the next steps for users who cancel their subscriptions.
The email editor is pretty basic, but that’s not what the app is made for. Still, you can format your content (headings, bold, italic, etc), add elements (like images, buttons, logo, and social icons), and personalize the message with variables like contacts and events.
Another reason to use Loops is that you can access all the premium features even on the free plan. That’s something you won’t get with many other email marketing apps.
Pricing: Free to send 4,000 emails per month and store 1,000 contacts; Paid plans cost between $49/month – $3,599/month
Pros:
- Straightforward pricing based on subscriber list.
- All features are included on the free plan.
- Unlimited seats for your team members.
Cons:
Loops only has a text editor with limited design customization options. So, if you want to create newsletters with flashy visuals, it’s not the right app.
12. EmailOctopus
Best for: Scaling email operations on a limited budget
Comparing different plans and deciding on the right one can be quite time-consuming. Great news for you, as EmailOctopus has a very straightforward pricing structure with only two options: a free and paid plan.
The free version allows you to send 10,000 monthly email broadcasts and store 2,500 user contacts. At the same time, the paid plans are very generous, too. I mean, you get to send 10,000 emails to 10,000 subscribers for just $40 per month.
But other than that, the tool offers no real differentiator or unique selling point. It provides the usual features you would expect from an email marketing tool, like email templates and a content editor, workflow automation, user segmentation, and performance analytics.
Still, it can be a good option for agencies and businesses who want to add unlimited users, create unlimited landing pages and forms, and access their performance data forever, all while keeping their budget down.
Pricing: Free to send 10,000 emails per month and store 2,500 contacts; Paid plans cost between $9/month – $1,330/month
Pros:
- Simple pricing structure.
- Affordable paid plans with unlimited users.
- Data is available forever for pro users.
Cons:
Not enough reasons to pick EmailOctopus over other email marketing services other than its fairly affordable paid plans.
Other email marketing tools that didn’t make the cut
There are some honorable mentions that we decided not to include in the final list because they either don’t offer a free plan or don’t focus solely on email marketing (like Hubspot).
- Hubspot offers a full-fledged marketing solution beyond just sending emails. It has the most complete set of tools and integrations out of any platform in this list.
- Moosend caught our attention for its detailed performance analytics, including spam analysis, bounce and unsubscribe rates, and email heatmaps.
- ActiveCampaign helps you send conversion-focused emails, automate your entire sales funnel, and manage customer profiles all in one app.
- ConstantContact makes it easy to connect with customers through emails, SMS, social media, and events.
How much does email marketing cost?
Believe it or not, the cost of running email campaigns is actually very low. Tools like Kit and Beehiiv offer a generous free plan that allows you to send unlimited emails every month, so you can get started without spending a penny.
Most email marketing tools also charge you based on your contact list. If you’re just starting, you probably have a low number of subs so that you can start with their most basic (or even free) version. Once you gain more subscribers and make more money, you can slowly upgrade to higher-tier plans.
How to get started with email marketing
First things first, try each email marketing app whether through its free trial, demo, or free plan. Doing so helps you play around with the dashboard and test all the available features so you can decide whether you like the tool or not.
Another thing to look at is the pricing. Does it make sense ,given the limits and features offered? Is it within your company’s budget? The cheapest option isn’t always the best one for your needs.
And finally, gauge the customer service. Does the tool give you the needed help when you run into trouble quickly and effectively? Some tools we’ve reviewed are notorious for their terrible and slow support, so it’s something to keep in mind if you want to grow your business effortlessly.
Automate your emails with Boltic
While most email marketing platforms offer automation features, they don’t always integrate with other apps you use or provide pre-made workflow templates.
This is where Boltic can help out. With our Mailchimp integration, you can pair the popular email marketing service with (almost) any tools in your martech stack, including Slack, Calendly, Google Calendar, Asana, Twilio, Facebook, and many more.
We also offer more than 250 email sequence templates, so you don’t have to set up everything from the ground up. From creating, sending, and deleting campaigns to finding and adding subscribers, there’s a template for every workflow.
So, what are you waiting for? Give Boltic a try (it’s completely free) or schedule a demo with one of our friendly customer agents.
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