What is the best email marketing tool?It seems like a simple question. But if we approached it simplistically, we would miss the fact that there are hundreds—if not thousands—of email marketing tools that range in breadth and depth of functionality.

If you are promoting your business online, email marketing is one of the biggest ways to promote your products, services, or special deals that you are running. There are numerous email marketing tools that are available on the internet, which can be overwhelming if you are not familiar with them beforehand. To make it easier to find the best email marketing programs for your business needs, below are reviews on some of these services with their features and prices.

 ConvertKit

We made ConvertKit for creators who want to share their ideas and products, build a lasting connection with their audience, and increase sales.

Pros

At ConvertKit, we want to make email marketing as effortless as possible for our creators. Our intuitive email marketing software simplifies email marketing so you can get started right away.

Take automation, for example. Welcome emails generate up to 320% more revenue than other promotional emails and our visual automation builder allows you to see precisely how your welcome sequence flows from start to finish. You can easily see if anything is missing from your welcome sequence to ensure the highest conversions possible.

ConvertKit’s visual automation builder will help you develop an engaging and high-converting welcome sequence. Image via ConvertKit
ConvertKit’s visual automation builder will help you develop an engaging and high-converting welcome sequence. Image via ConvertKit

ConvertKit’s newsletter tool makes it simple for you to segment your audience based on their behavior, such as automatically tagging subscribers who perform an action.

With tags and segmentation, you can provide highly personalized and relevant content to every subscriber on your email list, leading to higher open rates and sales.

Our visual analytic dashboard presents all the information you need in a digestible format, so you can understand and use your analytics to increase clicks and conversion rates.

ConvertKit’s dashboard displays data in a visually appealing way
ConvertKit’s dashboard displays data in a visually appealing way

Cons

In the past, creators relied on multiple tools to manage their newsletters and sell products. However, ConvertKit is working on an ecommerce integration! You can join the waitlist for ConvertKit Commerce to get first access.

Pricing

ConvertKit has a free plan for those with lists up to 1,000 subscribers. Our paid plan starts at $29 a month for up to 1,000 subscribers.

 Mailchimp

Mailchimp is well-known by creators and is often one of the first newsletter tools small businesses dip their toes into after discovering the power of email marketing.

Pros

Mailchimp offers a library of templates and a drag-and-drop builder to help you easily customize your email newsletter design.

There are many templates to choose from with Mailchimp. Image via Mailchimp
There are many templates to choose from with Mailchimp. Image via Mailchimp

As a popular newsletter tool, Mailchimp has built an extensive list of app integrations (over 300) to make it easy for you to connect your Mailchimp account with any pre-existing software you may already use.

You’ll also benefit from pre-built segments that Mailchimp has created, which include segments for:

  • Customers (potential, recent, first-time, repeat, and lapsed)
  • Subscribers based on gender
  • Subscribers based on age (under 35 years old or over 35 years old)

Segments can help you send personalized newsletter content that your audience is more likely to open. As a beginner, you might find the pre-built segments useful until you can handle building your own email segments.

Cons

Although it’s convenient to have pre-built segments, the most powerful segmentation strategy is unique to your business. You can build your own segments through tagging.

While tagging is available in Mailchimp, it’s not as comprehensive as most creators need. You can’t automatically add tags to subscribers who perform specific actions within your newsletters—instead, you will need to add tags manually.

Mailchimp will also charge you based on the number of signups you have, instead of the number of emails your list contains. If you have a subscriber who signs up for two of your lead magnets, they will appear as two sign-ups, inflating the price of your plan.

Pricing

Mailchimp has a basic free plan up to 2,000 subscribers. To upgrade your plan to the essential plan, you’ll pay $9.99/month starting at 500 subscribers.

Mailerlite

Mailerlite provides beginners with the tools they need to quickly design newsletters, grow, and segment their list.

Pros

Mailerlite’s drag-and-drop editor is easy for non-designers to create beautiful emails. With hundreds of templates at your fingertips (including survey templates), it’s easy to find something suitable for your newsletters.

Mailerlite has survey templates so you can gather data from your list. Image via Mailerlite
Mailerlite has survey templates so you can gather data from your list. Image via Mailerlite

Mailerlite connects to many ecommerce platforms. You can view exactly what your subscribers have purchased within your Mailerlite dashboard, which helps you develop segmented email campaigns.

More advanced features include abandoned cart emails, built-in photo editing, a visual website builder where you can build an entire website (with your own domain) right within Mailerlite, and A/B testing available for subject lines, from-names, and email content.

Cons

Mailerlite doesn’t integrate with as many platforms as some other newsletter tools. It might be harder to use if you already have an established business with tools you use.

Pricing

Mailerlite’s free plan is available up to 1,000 subscribers with a limit of 12,000 emails sent per month. The premium plan starts at $10 per month for 1,000 subscribers.

ActiveCampaign


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ActiveCampaign is the best email marketing software for automation because it has hundreds of pre-built automations that help you personalize campaigns for each subscriber. There are help guides throughout the platform as you’re getting things set up, plus ActiveCampaign’s customer support is fast and friendly.Pros

  • Great automation features that simplify customer interactions
  • Helpful, friendly, and fast customer support
  • All plan levels include data migration and implementation services
  • CRM with sales automation included for free (For a limited time)
  • Has 850+ integrations with the most popular software

Cons

  • Learning curve can be a challenge
  • Lite plan is very limited (and includes ActiveCampaign branding)
  • Plans quickly jump in price with the number of contacts

ActiveCampaign is a customer experience automation (CXA) software with email capabilities. Because it is designed to manage contacts and the sales process, it offers more than 850 integrations.

There’s a 14-day free trial to test the software. After that, you will need to subscribe to one of the four paid plans, which you can pay monthly or annually. The discount for paying annually ranges from 15% to 40% depending on the plan. The cost of each plan also depends on how many contacts you have (nonprofits get 20% off). 

  • Lite: $15+ per month
  • Plus: $70+ per month
  • Professional: $159+ per month
  • Enterprise: $279+ per month

You can get a plan and adjust it for the number of contacts you have while still getting the basic features of the plan. For example, you can get the Lite plan with 500 contacts but can incrementally increase it to 100,000 contacts for $405 annually. The Plus, Professional, and Enterprise plans increase the customer relationship management (CRM) capabilities of your platform.

ActiveCampaign helps businesses build automations that are customized to increase engagement with subscribers, giving it the edge in this category. The interface is easy to use, intuitive, and includes resources for any questions that come up during the process. It also includes sales automations so your marketing and sales processes can work together to earn more revenue.

Conclusion

Email Marketing Tools: Email marketing is not so much a specific type of marketing but rather a form of broader online marketing that focuses on using email as a primary or sole channel for delivering promotional messages directly to the consumer. It includes tactics such as email spam and permission-based marketing.

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