Editorial summary
We've compared 10 email marketing software options on pricing, free plans, automation, deliverability and real user pros and cons to help you choose.
Category context
This article lives in Marketing & SEO, where SubstiTool tracks pricing, positioning, and trade-offs across the tools buyers compare most often.
Table of contents
Introduction
Picking email marketing software looks easy until the bills and the bounces arrive. Prices jump as your list grows, and some tools even count unsubscribed contacts. Free plans keep shrinking, automation builders are either too basic or too complex, and a campaign that lands in spam is a campaign that never happened. On top of that, consent and unsubscribe rules mean you need a tool that handles compliance for you.
To cut through that, we compared popular email marketing tools on pricing, free plans, automation, deliverability and team features. We took prices from vendor pricing pages, ratings from G2 and Capterra, and read what real users report about cost, support and reliability. To make prices comparable, we also looked at what each tool costs for 1,000 contacts.
In this article, we've compared ten email marketing software options. For each one, you'll see who it suits, what it costs, and the pros and cons users run into.
Quick picks
| Pick | Tool | Why |
|---|---|---|
| Best for beginners | Mailchimp | Familiar editor and templates, and quick to send a first campaign |
| Best budget option | Brevo | Pricing by emails sent instead of contacts, plus a free plan |
| Best all-in-one with CRM | HubSpot Marketing Hub | Email, CRM and a free tier in one platform |
| Best for advanced automation | ActiveCampaign | Powerful automation builder and built-in CRM |
| Best for ecommerce | Klaviyo | Deep store data, segmentation and flows |
| Best for small businesses and events | Constant Contact | Guided setup and event tools |
| Best for simplicity and value | MailerLite | Clean editor and automation on a low budget |
| Best for creators | Kit | Subscriber tagging and creator monetization tools |
| Best for webinars and funnels | GetResponse | Webinars, funnels and landing pages in one tool |
| Best for email, SMS and push | Omnisend | Multichannel automation built for online stores |
What is email marketing software?
Email marketing software: A tool for building a list of subscribers, designing emails, sending them in bulk and tracking the results. It is also called an email service provider, or ESP.
A few related terms you'll see on vendor pages:
Marketing automation: Emails triggered by what people do, such as a welcome series after signup or a reminder after an abandoned cart.
Segmentation: Splitting your list by behavior, purchases or interests so each group gets relevant emails.
Deliverability: How often your emails reach the inbox instead of the spam folder. It depends on your sender reputation and authentication, not just the tool.
Newsletter platform: A tool focused on publishing regular newsletters, often with paid subscriptions for creators.
Transactional email: One-to-one messages such as receipts and password resets. Many marketing tools handle these separately.
Most email marketing tools combine sending with automation and segmentation, which is why this article covers both.
Best email marketing software
| Tool | Best for | Starting price | Price for 1,000 contacts | Free plan or trial | Standout feature | G2 / Capterra |
|---|---|---|---|---|---|---|
| Mailchimp | Beginners and small businesses | ＄13 per month (500 contacts) | ＄26.50 per month (Essentials) | Free plan (250 contacts) | Easy editor and templates | n/a / 4.5 |
| Brevo | Budget-conscious teams | ＄9 per month (5,000 emails) | ＄9 per month (up to 5,000 emails) | Free plan (300 emails a day) | Pricing by emails sent | 4.5 / 4.6 |
| HubSpot Marketing Hub | Teams that want email and CRM together | ＄20 per seat per month | ＄20 per seat per month | Free plan (2 users) | Built-in CRM | n/a / n/a |
| ActiveCampaign | Automation-focused marketers | ＄15 per month (billed yearly) | ＄15 per month (billed yearly) | 14-day trial | Automation builder | 4.5 / 4.6 |
| Klaviyo | Ecommerce brands | ＄20 per month (500 profiles) | ＄30 per month | Free plan (250 profiles) | Store data and flows | n/a / 4.6 |
| Constant Contact | Small businesses and events | ＄12 per month (500 contacts) | ＄30 per month | Free trial | Guided setup and event tools | n/a / 4.3 |
| MailerLite | Beginners and solo founders | ＄12 per month (500 subscribers) | n/a | Free plan (250 subscribers) | Simple editor and automation | n/a / 4.7 |
| Kit | Creators and newsletters | ＄39 per month (1,000 subscribers) | ＄39 per month | Free plan (10,000 subscribers) | Subscriber tagging and monetization | n/a / n/a |
| GetResponse | Marketers who run webinars | ＄19 per month | ＄19 per month | Free trial | Webinars and funnels | n/a / n/a |
| Omnisend | Ecommerce stores | ＄16 per month (500 contacts) | ＄20 per month | Free plan (250 contacts) | Email, SMS and push in one workflow | n/a / n/a |
Prices checked in late September and early October 2026. The price for 1,000 contacts is the lowest paid plan that covers 1,000 contacts, and billing periods differ by vendor, so confirm on the pricing page. Brevo prices by emails sent instead of contacts. Ratings were read from G2 and Capterra pages where available; n/a means we could not confirm a current rating.
1. Mailchimp
Mailchimp is one of the best-known email tools, with a drag-and-drop editor, a large template library and a basic CRM. Its free plan was cut to 250 contacts in early 2026, and the paid plans are priced by contacts.
Standout features
- Drag-and-drop email editor and template library
- Up to 200 automation flows and send-time optimization on Standard
- Landing pages and a basic CRM
- Large integration directory
Pricing
- Free: 250 contacts and 500 emails a month.
- Essentials: From ＄13 per month at 0 to 500 contacts, with 3 seats and automation flows of up to 4 steps.
- Standard: From ＄20 per month at 0 to 500 contacts, with 5 seats and up to 200 automation flows.
- Premium: From ＄350 per month, with unlimited users, phone support and onboarding.
- Note: Prices rise with your contact count (＄26.50 for Essentials and ＄45 for Standard at the 1,500-contact tier that covers 1,000 contacts).
- Trial: 14-day free trial of Standard or Essentials.
Best for
Beginners and small businesses that want an easy, familiar tool.
Pros
- Users get a first campaign out the door quickly, even without email experience.
- The editor and templates feel familiar and easy to work with.
- The wide set of integrations suits businesses that run many other tools.
Cons
- Costs climb fast as your list grows, and many reviewers call it expensive.
- Essentials caps automations at 4 flow steps, so real workflows need Standard.
- Unsubscribed and inactive contacts can still count toward your bill.
- The free plan has shrunk over the past few years.
Verdict
Pick Mailchimp if you are starting out and want the easiest path to a first campaign. Skip it if you expect a large list or need automation on a tight budget.
2. Brevo
Brevo charges for the emails you send, not the contacts you store, so a large list that you email rarely stays cheap. The free plan stores up to 100,000 contacts, and Brevo also covers SMS and chat.
Standout features
- Pricing by email volume instead of contacts
- Free plan that stores up to 100,000 contacts
- Email, SMS and WhatsApp in one platform
- Automation, A/B testing and send-time optimization on Standard
Pricing
- Free: 300 emails a day (about 9,000 a month), with Brevo branding.
- Starter: ＄9 per month for 5,000 emails (＄8.08 billed yearly).
- Standard: ＄18 per month for 5,000 emails (＄16.17 billed yearly), adding automation, A/B testing and landing pages.
- Professional: ＄499 per month for 150,000 emails (＄449.08 billed yearly).
- Enterprise: Custom.
Best for
Budget-conscious teams that want email and SMS with a free plan.
Pros
- Large lists stay affordable because contacts do not drive the bill.
- The free plan is usable for a real list.
- Users like having email and SMS on one bill.
Cons
- Real automation sits behind the Standard plan.
- Removing the Brevo logo costs extra on Starter.
- Support is email and help-center based below Professional, and users complain about response speed.
- The price jump from Standard to Professional is steep.
Verdict
Pick Brevo if you have a big list and send moderately. Skip it if you need phone support or send very large volumes on a small budget.
3. HubSpot Marketing Hub
HubSpot puts email, forms, landing pages and a CRM on one contact record, which makes it easy to link marketing to sales. Marketing Hub is priced by marketing contacts and seats, and the jump from Starter to Professional is large.
Standout features
- Email and CRM on one contact record
- Free tier with email, forms and CRM
- Landing pages, forms and live chat
- Large educational library and onboarding resources
Pricing
- Free: Free marketing, sales and service tools for up to 2 users, with HubSpot branding on emails.
- Starter: ＄20 per seat per month with 1,000 marketing contacts (＄7 per seat with the current limited-time offer for new customers).
- Professional: ＄800 per month on annual billing, with 3 seats and 2,000 marketing contacts, plus a required one-time onboarding fee of ＄5,000.
- Enterprise: ＄3,600 per month, with 5 seats and 10,000 marketing contacts, plus a required one-time onboarding fee of ＄7,000.
Best for
Teams that want email and a CRM in one platform.
Pros
- Users like having marketing and sales data in one place.
- The free version is generous for getting started.
- Reviewers praise the template library and analytics dashboard.
Cons
- The jump from Starter to Professional is the most-cited complaint, with prices climbing sharply as you grow.
- Starter is limited, so many teams outgrow it quickly.
- Reviewers mention limits on email management and template customization.
- Professional and Enterprise require a one-time onboarding fee of ＄5,000 or more.
Verdict
Pick HubSpot if you want one platform for marketing and CRM and can plan for the cost. Skip it if you just need affordable email sending.
4. ActiveCampaign
ActiveCampaign combines email, automation and a light CRM, with a visual builder for behavior-based workflows. Prices rise with your contact count, and the better automation and CRM features sit on higher plans.
Standout features
- Visual automation builder with conditional logic
- Built-in CRM, lead scoring and contact history
- Tag-based contact management
- Site tracking and predictive sending
Pricing
- Starter: ＄15 per month for 1,000 contacts, billed yearly (about ＄19 monthly).
- Plus: ＄49 per month for 1,000 contacts, billed yearly.
- Pro: ＄79 per month, billed yearly.
- Enterprise: From ＄145 per month.
- Trial: 14-day free trial. No free plan.
Best for
Marketers who need advanced automation and a built-in CRM.
Pros
- The automation builder is the most powerful in this list for complex sequences.
- Every contact has a history, so lead nurturing and support are easier.
- Reviewers say the value for money is good for the features.
Cons
- The learning curve is steep, and new users often feel overwhelmed.
- Prices climb as your list grows, and reviewers mention frequent price increases.
- The CRM is lighter than dedicated sales tools.
- Some reviewers report slow or unhelpful business support.
Verdict
Pick ActiveCampaign if automation is central to your marketing. Skip it if you want a simple newsletter tool.
5. Klaviyo
Klaviyo is built around store data, with deep ecommerce integrations and flows for abandoned carts, browsing and post-purchase campaigns. Since February 2025 it bills on active profiles, which has been the main source of complaints.
Standout features
- Two-way ecommerce and Shopify sync
- Flows and segmentation based on store data
- Revenue reporting and attribution
- Email and SMS in one platform
Pricing
- Free: 250 active profiles and 500 emails a month.
- Email: From ＄20 per month for 500 profiles (about ＄30 at 1,000).
- Email and SMS: From about ＄35 per month.
- Billing: Based on active profiles, meaning contacts you can email, not only those you email.
Best for
Ecommerce brands, especially Shopify stores.
Pros
- Users praise its segmentation and easy-to-build automation for stores.
- The Shopify sync makes personalized campaigns simple.
- Many reviewers find it intuitive for beginners.
Cons
- Pricing is the top complaint, rising quickly as your list grows.
- Billing on active profiles surprises users who expected to pay only for people they email.
- Support is limited on lower tiers, with live chat on weekdays only.
- Some users report technical glitches, and large segments can load slowly.
Verdict
Pick Klaviyo if you run an online store and want deep data-driven flows. Skip it if you are not in ecommerce or are watching costs closely.
6. Constant Contact
Constant Contact has been around for decades and takes a practical, guided approach. It includes event tools, social posting and a template builder that creates branded designs from your website.
Standout features
- Guided setup and AI content help
- Event registration and promotion tools
- Social media posting tools
- Many native integrations
Pricing
- Lite: ＄12 per month (＄10.20 billed annually), for beginners with email and social tools.
- Standard: ＄35 per month (＄29.75 billed annually), adding automated marketing tools.
- Premium: ＄80 per month (＄68 billed annually), with advanced automation and segmentation.
- Multi-Account: Custom, for teams with 5 or more accounts.
- Trial: Free trial available. No free plan.
Best for
Small businesses, nonprofits and event promoters.
Pros
- Users find it easy to start with, and first sends take little time.
- Emails reach the inbox reliably in independent deliverability tests.
- Event and nonprofit tools suit small organizations.
Cons
- It has no free plan, and it costs more than many simple alternatives.
- Automation and personalization are basic compared with more advanced tools.
- The interface feels dated to some users.
Verdict
Pick Constant Contact if you run events or a local organization and want a guided tool. Skip it if you need advanced automation.
7. MailerLite
MailerLite offers a clean drag-and-drop editor, forms, landing pages and automation at a low price. Transactional email is sold separately as MailerSend, and every new account goes through an approval process before you can send.
Standout features
- Clean drag-and-drop editor
- Automation and landing pages, including on the free plan
- Forms and pop-ups for list growth
- Simple, lightweight interface
Pricing
- Free: Up to 250 subscribers, with 2,500 emails a month, 3 automations and 2 user seats.
- Comfort: ＄12 per month for 500 subscribers (＄10.80 billed yearly), with 5,000 monthly emails, unlimited templates, 50 automations and 3 seats.
- Power: ＄25 per month for 500 subscribers (＄22.50 billed yearly), with unlimited emails, automations and seats, and 24/7 live chat support.
- Enterprise: Custom, for 200,000 or more subscribers.
- Trial: Free trial of paid plans, with no credit card required.
Best for
Beginners, solo founders and small teams that want a clean, low-cost tool.
Pros
- Users find the editor intuitive and the tool quick to learn.
- Support is described as fast and helpful.
- Reviewers say it costs less than larger rivals while covering the basics.
Cons
- The account approval process is strict, and some users report delays or sudden suspensions.
- The free plan is small, at 250 subscribers, and unlimited templates start on the paid plans.
- Advanced segmentation and analytics are thinner than in automation-focused tools.
Verdict
Pick MailerLite if you want a simple tool at a low price. Skip it if you need deep automation or advanced analytics.
8. Kit
Kit, formerly ConvertKit, is built around subscribers rather than campaigns, with tags and sequences that follow each person. It also lets creators sell digital products and paid newsletters. Its Creator plan rose from ＄15 to ＄39 per month in September 2025.
Standout features
- Subscriber-centric tagging and sequences
- Tools to sell digital products and paid newsletters
- Forms and landing pages for list growth
- Free plan for large, early-stage lists
Pricing
- Free: Up to 10,000 subscribers, with unlimited landing pages, forms and broadcasts, tagging and segmentation, and selling digital products and subscriptions.
- Creator: ＄39 per month for 1,000 subscribers (＄33 billed yearly), adding unlimited visual automations and email sequences.
- Pro: ＄79 per month for 1,000 subscribers (＄66 billed yearly), adding unlimited users, engagement analytics and deliverability reporting.
- Trial: 14-day free trial of paid plans, with no credit card required.
Best for
Creators, bloggers and course sellers growing a newsletter.
Pros
- Users find campaign building quick and the tagging approach intuitive.
- The free plan supports a large audience for creators starting out.
- Creator monetization tools sit inside the same tool.
Cons
- The September 2025 price rise left many creators unhappy.
- Reviewers call the email editor clunky, with a small template library.
- Some users report automations firing unexpectedly or segments failing to exclude people.
- Some users describe support as slow.
Verdict
Pick Kit if you are a creator who sells to your audience. Skip it if you want a polished template library or lower prices.
9. GetResponse
GetResponse bundles email, landing pages, funnels and webinar hosting, with AI content generators and unlimited monthly email sends. Webinars, the website builder and the course creator sit on the Creator plan.
Standout features
- Webinars, website builder and course creator on Creator
- AI email generator and landing pages
- Unlimited monthly email sends
- Automation workflows
Pricing
- Starter: ＄19 per month for 1,000 contacts (＄15.58 billed yearly), with unlimited email sends and 1 custom automation workflow.
- Marketer: ＄59 per month (＄48.38 billed yearly), adding unlimited automation workflows, advanced segmentation, abandoned cart recovery and sales funnels.
- Creator: ＄69 per month (＄56.58 billed yearly), adding webinars, a website builder and a course creator.
- Trial: Free trial available.
Best for
Marketers who also run webinars and sales funnels.
Pros
- Webinars, funnels and email live in one tool.
- The feature set is broad for the price.
- AI tools speed up email and landing page creation.
Cons
- Reviewers report unexpected charges and difficulty getting refunds.
- Some users describe campaigns landing in spam, especially on larger lists.
- Support is chat-only with no clear escalation path.
- The wide feature set can feel overwhelming for simple email needs.
Verdict
Pick GetResponse if webinars are part of your marketing. Skip it if you just need straightforward email.
10. Omnisend
Omnisend is built for online stores, with email, SMS and web push combined in a single workflow builder and integrations for Shopify, BigCommerce and WooCommerce.
Standout features
- Email, SMS and web push in one workflow
- AI writing and send-time optimization
- Product recommendations and segmentation
- Ecommerce platform integrations
Pricing
- Free: 250 contacts and 500 emails a month.
- Standard: ＄16 per month for 500 contacts (about ＄20 at 1,000), with email sends at 12 times your contact count.
- Pro: Unlimited email sends.
- Billing: Based on active subscribers only.
Best for
Ecommerce stores that want email, SMS and push in one place.
Pros
- Users find it easy to use and quick to set up.
- Support gets repeated praise, including fast live chat.
- Billing on active subscribers only keeps costs more predictable.
Cons
- Pricing feels steep for smaller businesses as the list grows.
- Some reviewers say proper reporting costs extra.
- A few users report bugs.
- It is built mainly for ecommerce, so it fits other businesses less well.
Verdict
Pick Omnisend if you run an online store and want email and SMS together. Skip it if you are not in ecommerce.
How to choose the right tool for yourself
The best email marketing software is the one that fits your list size, your automation needs and your budget as you grow. Work through these factors before you commit.
Contact count and how it is counted: Check whether unsubscribed, inactive or duplicate contacts count toward your bill, and how often you can clean your list.
Pricing model: Check whether you pay per contact, per active profile, per email sent or per seat. The model decides how fast your bill grows.
Cost at your list size: Compare prices at your current list size and at two or three times that size.
Free plan limits: Look at contact caps, send limits, branding on emails and whether automation is included.
Sending limits: Check monthly and daily send caps, since some plans tie them to your contact count.
Automation depth: Decide whether you need a simple welcome series or multi-step workflows with conditions.
Segmentation: Look at how finely you can split your list by behavior, purchases and tags.
Deliverability: Check for authentication setup, list-cleaning tools, reputation dashboards and dedicated IP options.
Editor and templates: Try the editor on a real email, and check how many templates are available on your plan.
Integrations: Look for connections to your store, CRM, forms and analytics tools.
Ecommerce features: If you sell online, check for product feeds, cart recovery flows and revenue reporting.
Reporting: Check for click maps, revenue tracking and conversion data beyond opens and clicks.
Compliance tools: Look for consent capture, unsubscribe handling and data-protection features.
Account approval: Check whether new accounts need a manual review before you can send.
Support: Look at the support channels offered on your plan and how users describe response times.
Contract terms: Look at trial length, refund policy and how annual renewals work before you pay upfront.
If you want a quick shortcut, use this guide:
If you're a beginner sending a first newsletter: Go with Mailchimp or MailerLite.
If you have a big list and a small budget: Go with Brevo.
If you want email and CRM together: Go with HubSpot Marketing Hub.
If automation is your priority: Go with ActiveCampaign.
If you run an online store: Go with Klaviyo or Omnisend.
If you promote events or run a local organization: Go with Constant Contact.
If you're a creator selling to your audience: Go with Kit.
If you also run webinars: Go with GetResponse.
FAQ
What is the best free email marketing software?â–¾
It depends on your list. Brevo's free plan sends about 9,000 emails a month and stores up to 100,000 contacts. Kit's free plan supports up to 10,000 subscribers. HubSpot, Mailchimp, Klaviyo and Omnisend also offer free plans with tighter limits.
How much does email marketing software cost?â–¾
For 1,000 contacts, most tools cost between ＄9 and ＄39 a month. Prices rise as your list grows, and tools priced by contact or active profile climb fastest. Enterprise-level platforms and CRM suites can cost hundreds a month.
What is the difference between per-contact and per-email pricing?â–¾
Per-contact pricing charges for the size of your list, whether or not you email everyone. Per-email pricing charges for what you send, which suits large lists that you email rarely. Some tools bill on active profiles, which includes anyone you could email.
Do I need marketing automation?â–¾
If you only send occasional newsletters, basic scheduling is enough. If you want welcome series, abandoned cart emails or follow-ups based on behavior, you need automation. Check which plan unlocks multi-step workflows, since entry plans often limit them.
How can I keep my emails out of the spam folder?â–¾
Authenticate your sending domain, send only to people who opted in, and remove inactive contacts. Avoid misleading subject lines and make unsubscribing easy. The tool you pick also matters, since some provide deliverability dashboards and list-cleaning features.
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About the author
Mashkoor
Mashkoor has always been passionate about writing. He used to write short stories on his blog before he started writing for SaaS companies years back. He aspires to have a book under his name.
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