Featured Partners
1
Constant Contact
Yes
Yes
Advanced Automation (Abandon Cart Reminders, etc.)
2
Klaviyo
Email, SMS, mobile push, and more
350+ integrations, no coding needed
Predictive analytics, personalized feeds, benchmarks
3
Brevo
Free; Unlimited contacts
Available
Yes
4
Campaigner
$59 per month for up to 5,000 contacts
30-days
Six times plan contact limit
Compare the Best Email Marketing Software of 2025
Methodology
I carefully evaluated 13 popular email marketing software solutions. I thoroughly tested each platform and then consulted our rubric, which features five categories containing 31 important factors for SMBs. Next, I gave each factor a weighted score. In the end, I tallied all the scores together to generate a final star rating.
| Decision Factor | Scoring Weight | Description |
|---|---|---|
| General Features | 28% | I compared each platform to see what features they had in common such as lead management tools, email templates, automation and integrations. |
| Value | 25% | One of the biggest factors for SMBs is price. I looked at each platform’s pricing structure to ensure they were within reach of most SMBs. |
| Expert Score | 20% | I performed hands-on testing of each platform to see how user-friendly the tools are and if the interface is intuitive. |
| Additional Features | 17% | Some email marketing platforms offer unique tools such as AI integrations. These additional features were taken into consideration. |
| Customer Sentiment | 10% | We scour the web to find real-world user reviews and consider what the average user says about the platforms. We then factor this into our final score. |
What Will Email Marketing Software Enable Me To Do?
If you decide email marketing is right for your business, you can simplify your marketing efforts. Email marketing software is for you if you need enticing, well-written emails with a strong call to action that make it to the intended recipient at the ideal time. The software also enables you to track all metrics such as click-through rates and sales.
Email marketing software should also take care of the mechanics of the email marketing process. Automations such as sending email batches, providing customer response options, monitoring how recipients respond and quantifying the campaign’s value in web traffic, revenue and return on investment should be hands-off. Hopefully, your efforts will lead to a transaction or deepen the relationship between you and your customer.
How To Choose the Best Email Marketing Software
Email marketing software gives you a toolbox to expand and enhance your outbound customer messaging. To choose the best email marketing software, you should ensure that your chosen platform offers enough tools and features to help you reach your target audience and goals.
Essential Email Marketing Features
Before shelling out for any old email marketing platform, SMBs should closely examine the features each provider offers. At the very least, the platform you choose should include most, if not all, of the features listed below.
- Promotional Activity. Being able to send informative emails will boost your brand awareness and keep your business offers firmly planted in the minds of existing and potential customers.
- Special Offers. Software that allows you to send special offers to customers’ inboxes will ensure they have the opportunity to take advantage of them.
- Post-Sales Follow-Up. Offering after-sales service will improve your standing with customers and create an opportunity to open a valuable dialogue.
- Customer Surveys. Surveys allow you to develop your understanding of your customer base by asking them questions about what they want.
- Audience Targeting. Email marketing software that allows you to target segments of your database lets you focus on the areas with the greatest potential.
- Delivery Timing. Good email marketing software will enable you to test and confirm the best time to dispatch your emails based on data such as open rates and the number of clicks through to your website.
What Will I Pay for Email Marketing Software?
Expect to pay a monthly subscription rather than an upfront charge. Your payment will reflect how many emails you send and on what frequency, with prices starting at around $10 a month (billed monthly) for entry-level plans. If you want plans offering more monthly emails and more advanced features, you can expect to pay upwards of $20 per month (billed monthly) or more, depending on your chosen platform.
Which Email Marketing Software Is Best for Your Business?
Only you know your business’s specific needs, so it’s hard to say which email marketing platform is best for your SMB. However, you can do some things to help you pick the ideal platform. First, read our reviews to see how we feel about each platform. Second, read real-world user reviews on sites such as Capterra, G2 and Trustpilot to see what real-world users think about each provider.
Lastly, you should take advantage of whatever free trial the platforms you’re interested in offer. This way, you’ll be able to use most of the tools and see if they work how you need them to before committing. If you do these three things, you’ll make the right choice for your SMB.
Kevin Pratt also contributed to this article.
Featured Partners
1
Constant Contact
Yes
Yes
Advanced Automation (Abandon Cart Reminders, etc.)
2
Klaviyo
Email, SMS, mobile push, and more
350+ integrations, no coding needed
Predictive analytics, personalized feeds, benchmarks
3
Brevo
Free; Unlimited contacts
Available
Yes
4
Campaigner
$59 per month for up to 5,000 contacts
30-days
Six times plan contact limit
Frequently Asked Questions (FAQs)
What is email marketing software?
Email marketing software allows various SMBs to plan, organize, manage and track email marketing campaigns. The software is usually capable of generating SMS marketing campaigns as well. General features include customer and contact management, email marketing templates, email automations, integrations and landing page designers that allow you to create eye-catching pages that can help convert visitors into contacts and customers.
Does email marketing work?
Email is a tried-and-trusted marketing technique that numerous companies use to communicate with their customers and to present their wares to potential new ones. If it didn’t work, your inbox would not be so full of marketing messages from all manner of companies, from local enterprises to major blue-chip corporations.
How do I measure email marketing success?
You need to secure a return on your investment to justify the money and time you spend on email marketing. That means securing enough sales to cover your costs—but remember to consider the value of relationships you build through regular communication. This may not translate into dollar bills immediately but may bear fruit further down the line.
How do I choose an email marketing platform?
Price, ease of use, additional features and compatibility with your existing systems will influence your choice. You may decide you can manage with a basic setup or want a package to help develop your website and boost your online presence, including social media channels.
How do I get the most from email marketing software?
How you harness your email software will depend on your overall marketing approach. You may want to keep in touch with customers through a newsletter, or you may only send occasional emails when you have a promotional offer or new product line—or you may have a blended approach. Aligning your email activity with the rest of your marketing will ensure it is making a worthwhile contribution to the overall effort.
How do I build a list of email addresses?
You can buy a list of emails from a marketing agency, but the problem here is that you don’t know who you’ll be communicating with—and that could be a problem if you have a niche product or service. To build your list, you’ll need to invite people who visit your website to leave their details and give permission to use them.
