Top 10 Email Marketing Platforms in '24 Based on ~50k Reviews
Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.
Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.
Email marketing is a digital marketing strategy that involves sending email marketing campaigns to a targeted list of recipients to promote products, services, or content.
It’s an effective way to reach and engage with customers directly by providing personalized and relevant information that can:
- drive sales,
- build brand awareness,
- maintain customer relationships.
Its importance lies in its cost-efficiency, high return on investment, and the ability to measure success through open rates, click-through rates, and conversions.
Discover top 10 email marketing platforms with detailed analyses of their key features, advantages and challenges.
Top 10 email marketing software comparison
| Vendor | Average rating | Starting price/month | Free trial | Free plan | Differentiating features |
|---|---|---|---|---|---|
| Campaigner | 4/5 based on 427 reviews | $59 | 30-day | ❌ | Content blocks to create reusable email content, Switch calls to action, email design, and messages based on conditions. |
| Intuit Mailchimp | 4.3/5 based on 12,411 reviews | $13 | 30-day | 1,000 emails/month | Predictive customer demographics analytics for personalization. |
| ActiveCampaign | 4.5/5 based on 11,054 reviews | $29 | 14-day | ❌ | Automated site tracking with WordPress plugin feature. |
| HubSpot Marketing Hub | 4.4/5 based on 10,828 reviews | $20 for individuals - $890 for enterprises | 14-day | 2,000 emails/month | Automatically connect marketing data with Sales Hub, Service Hub, CMS
Hub, and Operations Hub.
|
| Constant Contact | 4/5 based on 5,764 reviews | $12 | 60-day | ❌ | Social media marketing management under one platform, Content scheduling for social media posts. |
| MailerLite | 4.7/5 based on 2,003 reviews | $18 | 30-day | 12,000 emails/month | iPad subscribe app with customizable signup forms that can work
offline.
|
| Instantly | 4.9/5 based on 1,973 reviews | $30 | 14-day | ❌ | Smart sending and automated email warmup services. |
| Brevo | 4.5/5 based on 1,948 reviews | $25 | ❌ | 300 emails/day | Dedicated customer data platform to gather data from data warehouse,
FTP, or via API.
|
| Zoho Campaigns | 4.3/5 based on 1,004 reviews | €3 | 14-day | 6,000 emails/month | Email limit setting feature to manage and track the number
of emails to be delivered.
|
| Omnisend | 4,6/5 based on 877 reviews | $16 | ❌ | 500 emails/month | Omnichannel marketing to integrate email, sms, web push notifications, Google
customer match and Facebook custom audiences.
|
Sorting in the above table: Sponsors are listed at the top with their links. The rest are sorted based on the number of reviews.
Sources:
- B2B user reviews from G2 and Capterra.
- Pricing information and features are gathered from the vendor websites.
Vendor selection criteria
We included vendors with:
- more than 400 reviews on B2B review platforms to present verifiable data on the email marketing software,
- at least 40 employees as stated by LinkedIn.
Detailed evaluation of email marketing platforms
Campaigner
With its advanced automated workflow feature using a drag-and-drop editor, Campaigner enables creation of customized marketing emails and automated email workflows for different stages of your customer’s journey.
Pros
Reliability: Users state that Campaigner email marketing software is highly reliable. See Figure 1.
Figure 1: Campaigner user review on Capterra.1
Email and SMS marketing: Users praise Campaigner’s email and SMS marketing capacities on combining these two channels to support email marketing efforts.2
Cons
Pricing and free plan: Users suggest including a free pricing plan for small businesses.3
Intuit Mailchimp
Mailchimp is recognized for its comprehensive set of features tailored in line with various email marketing efforts.
Pros
A/B testing: Users state that Mailchimp’s A/B testing capabilities are highly useful when comparing key marketing metrics of different marketing email versions.4
Suitable for small businesses: Users find Mailchimp’s integration features are highly valuable for small businesses by minimizing the need for third-party tools. It also enables opportunities for growth in line with your businesses marketing efforts. See Figure 2.
Figure 2: Mailchimp user review on Capterra.5
Generative AI for email marketing: Users praise Mailchimp’s capability to utilize generative AI for marketing automation and optimization efforts.6
Cons
Limited visualization options: When compared to other email marketing platforms, Mailchimp has limited options for visualization. See Figure 3.
Figure 3: Mailchimp user review on Capterra.7
ActiveCampaign
ActiveCampaign is an omnichannel email marketing software focusing on cross-channel engagement.
Pros
Marketing automation: Users state that ActiveCampaign’s marketing automation features are highly useful when creating triggers based on user actions.8
Reporting and analytics: Users find Mailchimp’s reporting feature on gathering insights and analytics about their email marketing performance valuable and effective.9
Cons
Offline access: Users state that lack of offline access to ActiveCampaign’s mobile application is a limitation of the email marketing software. See Figure 4.
Figure 4: ActiveCampaign user review on Capterra.10
HubSpot Marketing Hub
HubSpot Marketing Hub is an all-in-one inbound marketing software that helps businesses attract customers and convert leads with a variety of tools including email marketing, content management, SEO, and analytics.
Pros
Customer support: Users find customer support services highly responsive and helpful specifically for non-technical users.11
Integration capabilities: Users find HubSpot Marketing Hub’s integration feature effective. See Figure 5.
Figure 5: HubSpot Marketing Hub user review on Capterra.12
Cons
Pricing and features: Some users state that HubSpot Marketing Hub’s pricing plans are high when compared to features and functionalities of other email marketing tools. See Figure 6.
Figure 6: HubSpot Marketing Hub user review on Capterra.13
Constant Contact
Constant Contact provides users tools for email marketing, website creation, social media advertising, and e-commerce, to support small businesses to manage their marketing efforts.
Pros
User interface: Users state that Constant Contact has an intuitive user interface when compared to other email marketing software.14
List management and automation: Constant Contact provides email list management with its effective audience segmentation feature. Additionally, users praise Constant Contact for its advanced marketing automation features.15
Cons
Design options: Some users advise improvements on Constant Contact email marketing design options.16
MailerLite
MailerLite email marketing software offers diverse email marketing tools primarily to small and medium-sized businesses.
Pros
Free plan features: Users find MailerLite’s features included in its free plan as functional and best suited for small businesses with fewer email needs.17
Email design: Users praise MailerLite’s design options on creating visually appealing email messages. See Figure 7.
Cons
Campaign creation: According to some users, the initial campaign creation process can be difficult to use. See Figure 7.
Figure 7: MailerLite user review on Capterra.18
Instantly
Instantly is an AI-powered cold email campaign management platform designed to support deliverability and response rates with automated email warmup and smart sending features.
Pros
Cost-effectiveness: Users find Instantly’s unlimited contacts and email account options for cold outreach as cost-effective specifically for small businesses.19
Email warm-up capabilities: Instantly email marketing software enables customized email warm-up in line with your email marketing efforts.20
Cons
Email verification: Users advice on including an email verification protocol to the solution’s basic pricing plan.21
Brevo
With its SMS and WhatsApp campaigns and automations, Brevo aims to provide a comprehensive tool for supporting your marketing strategies and increasing sales with personalized messaging.
Pros
Features: Users state that Brevo’s distinct features such as deal tracking, online chat and web push notifications differentiate it from its competitors.22
Email marketing metrics: Users find Brevo’s insights on open and click-through rates as easy to understand.23
Cons
Email templates: Users state that Brevo should improve the design options of email templates.24
Customer support: Users advise improvements on customer support response time.25
Zoho Campaigns
As a part of Zoho Corporation, Zoho Campaigns enables businesses of all sizes to automate their email marketing processes, including list management and email performance tracking.
Pros
Marketing automation: Users state that Zoho Campaigns’ marketing automation features are useful specifically for email scheduling and lead nurturing.26
AI and machine learning capabilities: Users praise Zoho Campaigns’ AI powered predictive and post campaign analysis capabilities.27
Cons
Reporting and integration: Users suggest improvements on Zoho Campaigns’ reporting and integration capabilities. See Figure 8.
Figure 8: Zoho Campaigns user review on Capterra.28
Omnisend
Omnisend email marketing service offers features like pre-built marketing automation, smart segmentation, and omnichannel campaigns mostly for eCommerce businesses.
Pros
SMS marketing: Omnisend’s sms marketing feature is considered to be useful with its marketing automation and analytics capabilities.29
Email templates: Users state that Omnisend’s built in email templates are highly customizable and easy to create unique emails from a variety of email templates.30
Cons
Automation processes: Some users experience difficulties while managing and setting up new automations.31
What are email marketing platforms?
Email marketing platforms, also known as email marketing software, email marketing tools or email marketing services, allow businesses and individuals to create, send, and manage email marketing campaigns to a list of subscribers.
Email marketing platforms provide tools for designing email templates, managing email marketing automation processes, segmenting the audience based on their behavior or demographics, and analyzing the performance of email marketing campaigns.
Check out email marketing benefits and email marketing best practices to learn more about how to effectively utilize email marketing for your business.
Types of marketing emails
With email marketing platforms, you can send various types of emails, each serving different purposes for your email marketing strategy. Some of the common types of marketing emails include:
Newsletter emails: These are regularly scheduled emails that include news and updates about an industry or company, or customer stories. With newsletter emails, you can keep your audience engaged and informed on your email marketing strategy.
Promotional emails: These emails focus on promoting specific products, services, or offers. They aim to drive sales, increase product awareness, or encourage participation in a promotion or event.
Welcome emails: Welcome emails are sent to new customers following a registration or subscription. These emails are significant as they initiate the communication between the customers and businesses and sets the tone for future customer relationships.
Abandoned cart emails: These emails are targeted at customers who have added items to their online shopping cart but did not complete the purchase. These emails aim to encourage them to return and finalize their purchase.
Re-engagement emails: Designed to re-engage subscribers who haven’t interacted with your emails or brand for an extended period, re-engagement emails are essential for effective customer relationship management. These emails may include special offers or ask for feedback on the products or services.
Informational emails: These emails provide valuable information or tips related to your products, services, or industry. Informational emails can help establish trust with your targeted email marketing audience.
Seasonal and holiday emails: Timed around specific holidays or seasons, these emails tap into the festive mood to promote relevant offers or share season’s greetings.
Survey and feedback emails: With these emails, you can request feedback or ask subscribers to participate in surveys. The aim of these emails is to gain insights into customer satisfaction and preferences, while supporting your customer relationship management strategies.
Key features of email marketing platforms
Email list management: Email marketing platforms enable email list management including additions, deletions, and segmentations based on various criteria such as demographics and engagement levels.
Template design: These tools offer a range of customizable email templates for different purposes (newsletters, promotions, and announcements) along with drag-and-drop editors to modify email templates.
Automation: Email marketing platforms support automation of repetitive tasks such as sending welcome emails to new subscribers, follow-up emails based on user actions such as purchases or website visits, and scheduled email marketing campaigns.
Personalization: These platforms allow the inclusion of personal touches in emails by using a recipient’s name or content tailored to their interests to enhance customer engagement and boost conversion rates.
A/B Testing: Email marketing platforms facilitate testing different email versions to see which performs better on various metrics including subject lines, content, or images to support data-driven decision-making.
Analytics and reporting: Email marketing tools provide detailed reports on key performance metrics such as open rates, click-through rates, conversion rates, and bounce rates.
The aim is to help businesses to understand the effectiveness of their email campaigns and areas for improvement.
Integrations: With email marketing platforms, you can integrate with other tools such as CRM systems, social media and ecommerce platforms for a seamless flow of data and to enhance the overall marketing strategy.
Compliance and authentication: Email marketing platforms ensure that your email marketing practices comply with laws and regulations such as GDPR, CAN-SPAM to avoid penalties and build trust with your audience.
Delivery optimization: Email marketing services include features to improve email deliverability, such as spam testing, email authentication, and managing sender reputation, to ensure emails reach recipients’ inboxes.
Subscriber management: These services also enable the management of subscriber preferences and opt-ins/opt-outs to maintain a healthy and engaged subscriber list.
Choosing the right email marketing software
When choosing an email marketing software, consider the following factors to ensure that the software aligns with your marketing objectives, operational needs, and budget constraints:
Ease of use: Look for a user-friendly interface that allows you to easily create, customize, and send marketing emails without extensive technical knowledge.
Template design and customization: Email marketing software should offer a variety of responsive email templates that can be easily customized to fit your brand and campaign needs.
List management and segmentation: Efficient management of your email list, including the ability to segment contacts based on various criteria such as behavior, demographics, and engagement levels, is crucial for targeted campaigns.
Automation and workflow capabilities: Advanced automation features enable you to send triggered emails based on specific actions, such as welcome emails for new subscribers or follow-up emails after a purchase.
Integration: Ensure that the email marketing software integrates seamlessly with your existing CRM, analytics, and other marketing platforms to streamline your workflow and data management.
Analytics and reporting: Comprehensive reporting tools are essential to track open rates, click-through rates, conversions, and other key metrics to measure the success and ROI of your email campaigns.
Deliverability: Email marketing service should have a strong reputation for high deliverability rates, to ensure that your emails reach the recipients’ inboxes and not the spam folder.
Compliance and security: Ensure that the email marketing service comply with email regulations (GDPR and CAN-SPAM) and offer security features to protect your data and your subscribers’ privacy.
Scalability: Choose an email marketing tool that can grow with your business, accommodating an increasing number of subscribers and more complex email marketing strategies.
Cost: Consider the pricing structure, which may be based on the number of subscribers, emails sent, or features used, and ensure it fits your budget and provides good value for the services offered.
Further reading:
- Transactional Email Providers
- Transactional Email vs Marketing Email
- Transactional Email Pricing
- Free Transactional Email Tools
External Links
- 1. “Campaigner Verified Review“. Capterra. Retrieved April 2, 2024
- 2. “Campaigner Email Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 3. “Campaigner Verified Review“. Capterra. Retrieved April 2, 2024
- 4. “Intuit Mailchimp Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 5. “MailChimp Verified Review“. Capterra. Retrieved April 2, 2024
- 6. “Intuit Mailchimp Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 7. “MailChimp Verified Review“. Capterra. Retrieved April 2, 2024
- 8. “ActiveCampaign for Marketing Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 9. “ActiveCampaign for Marketing Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 10. “ActiveCampaign Verified Review“. Capterra. Retrieved April 2, 2024
- 11. “HubSpot Marketing Hub Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 12. “HubSpot Marketing Hub Verified Review“. Capterra. Retrieved April 2, 2024
- 13. “HubSpot Marketing Hub Verified Review“. Capterra. Retrieved April 2, 2024
- 14. “Constant Contact Verified Review“. Capterra. Retrieved April 2, 2024
- 15. “Constant Contact Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 16. “Constant Contact Verified Review“. Capterra. Retrieved April 2, 2024
- 17. “MailerLite Reviews: 920+ User Reviews and Ratings in 2024“. G2. Retrieved April 2, 2024
- 18. “MailerLite Verified Review“. Capterra. Retrieved April 2, 2024
- 19. “Instantly Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 20. “Instantly Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 21. “Instantly Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 22. “Brevo Marketing Platform Reviews 2024: Details, Pricing, & Features”. G2. Retrieved April 2, 2024
- 23. “Brevo Verified Review“. Capterra. Retrieved April 2, 2024
- 24. “Brevo Verified Review“. Capterra. Retrieved April 2, 2024
- 25. “Brevo Marketing Platform Reviews 2024: Details, Pricing, & Features”. G2. Retrieved April 2, 2024
- 26. “Zoho Campaigns Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 27. “Zoho Campaigns Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 28. “Zoho Campaigns Verified Review“. Capterra. Retrieved April 2, 2024
- 29. “Omnisend Verified Review“. Capterra. Retrieved April 2, 2024
- 30. “Omnisend Reviews 2024: Details, Pricing, & Features“. G2. Retrieved April 2, 2024
- 31. “Omnisend Verified Review“. Capterra. Retrieved April 2, 2024
Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.
Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.
Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.
He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.
Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.
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Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics, Business Insider.
Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are, Washington Post.
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Hypatos gets $11.8M for a deep learning approach to document processing, TechCrunch.
We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million, Business Insider.
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