The Best Email Marketing Platforms for Small Businesses
Whether you’re an e-commerce store looking to make more sales or have a B2B offering where you want to engage your customers, email marketing remains one of the most effective tools for small businesses to engage their audience, build brand loyalty, and drive conversions. But with so many platforms available, how do you choose the right one for your business?
Whether you are using an email marketing agency or want to develop an email marketing strategy for in-house teams, choosing the right email marketing software from the outset can save you time and money later.
We explore some of the best email marketing software for small businesses, including costs and benefits, in more detail below.
Choosing the right email marketing tools for your business
Before choosing your email marketing software, consider your output and your goals. For example, if you want to send email template newsletters once a month to a small database, you may not need a more complex platform.
On the other hand, if you’re looking to build drip campaigns that nurture leads over time or focus on creating automated workflows for onboarding or re-engagement, you may want a platform that can handle more complex structures.
Email Marketing Features
Next, consider the features you need. Advanced segmentation can help you send targeted emails to specific groups within your audience. A/B testing might be essential if you’re testing different strategies. Integrations with tools like e-commerce platforms or CRM systems can also be game-changers, especially if you’re managing a growing business.
Budget for Email Marketing
Budget is another critical factor. Platforms often scale their pricing based on the size of your subscriber list, so it's essential to know how much you’re willing to invest. Some platforms offer robust free plans, while others cater more to premium users.
Ease of use can’t be overlooked either. If you’re new to email marketing, you’ll want a platform with an intuitive interface. On the other hand, experienced marketers might prefer platforms with advanced features and customisation options.
Lastly, consider whether you want to incorporate additional marketing channels. Some platforms include SMS marketing or allow for seamless social media marketing integration, which can help you expand your reach.
Understanding your needs and priorities allows you to find a platform that fits your business like a glove.
Mailchimp: The All-Rounder
Mailchimp is one of the most popular email marketing platforms. It’s user-friendly, feature-rich, and scalable, making it an excellent choice for small businesses of all sizes.
Mailchimp makes it easy to design professional-looking emails with its drag-and-drop builder and pre-built templates. Whether you’re sending newsletters, running automated workflows, or setting up audience segmentation, Mailchimp provides a robust suite of tools.
Key Features of Mailchimp
Intuitive Drag-and-Drop Email Builder: Create professional-looking emails quickly and easily without needing design or coding skills.
Pre-Built Templates: Choose from a variety of professionally designed templates to save time and ensure your campaigns look polished.
Advanced Analytics: Gain insights into campaign performance with detailed reports on open rates, click-through rates, and more.
Automation Tools: Set up workflows like welcome emails, abandoned cart reminders, and re-engagement campaigns to save time and boost engagement.
Audience Segmentation: Tailor your emails to specific segments of your audience for higher relevance and better results.
Integration with E-Commerce Platforms: Mailchimp has a raft of third-party integrations. Seamlessly connect with Shopify, WooCommerce, and other platforms to sync your products and track sales directly from email campaigns.
Mobile App: Manage campaigns and track performance on the go.
Cons
Pricing can become steep as your subscriber list grows.
Some advanced features, like comparative reporting, are only available on higher-tier plans.
Pros
Extensive library of resources and tutorials for beginners.
Scalability that supports businesses as they grow.
Best For: Businesses looking for an easy-to-use platform with robust automation and analytics features.
Mailchimp Pricing
Pricing depends on the number of contacts you have combined with the number of emails you wish to send. There is a very limited free plan, and paid plans start at £17/month. Find out more about Mailchimp pricing.
MailerLite: The Budget-Friendly Option
MailerLite is a fantastic option for small businesses seeking an affordable yet powerful email marketing solution. Despite its lower price point, it doesn’t compromise on functionality.
Its simple interface is beginner-friendly, and it includes essential tools like automation workflows, landing page builders, and A/B testing. MailerLite is particularly attractive for startups, thanks to its generous free plan for up to 1,000 subscribers.
Key Features:
User-Friendly Interface: Navigate the platform with ease, making it ideal for beginners.
Email Automation: Set up workflows for onboarding, promotions, and other scenarios to keep your audience engaged.
Landing Page and Pop-Up Builders: Create effective landing pages and pop-ups to grow your subscriber list without needing additional tools.
A/B Testing: Test subject lines, content, or other email elements to optimise performance.
Integrations: Connect seamlessly with tools like WordPress, Zapier, Shopify, and more.
Customisable Templates: Design beautiful emails with drag-and-drop tools and access pre-designed templates tailored for various industries.
Cons
Limited advanced reporting features compared to other platforms.
Fewer integrations compared to competitors like Mailchimp or HubSpot.
Pros
Affordable pricing for small businesses and startups.
Generous free plan with advanced features like automation.
Easy-to-use platform with a focus on simplicity.
Best For: Startups and small businesses on a tight budget who still want advanced features like automation and A/B testing.
Pricing for Mailerlite
Free plan available for up to 1,000 subscribers. Paid plans start at $9 /month. See Mailerlite pricing.
HubSpot: The CRM Powerhouse
HubSpot’s email marketing platform is part of its larger CRM suite, making it ideal for businesses that want to integrate their marketing efforts with customer relationship management.
The platform excels in analytics, providing detailed insights into campaign performance. Plus, its seamless integration with sales tools makes it easy to transition from lead generation to deal closure.
Key Features:
Personalised Campaigns: Leverage CRM data to craft highly targeted and personalised email campaigns that resonate with your audience.
Advanced Automation: Create intricate workflows that nurture leads and guide customers through their buying journey with ease.
Pre-Designed Templates: Access a library of professional templates that can be customised to match your brand identity.
Detailed Analytics: Track every aspect of your campaigns, from open rates to sales conversions, for data-driven decision-making.
Sales Integration: Align your marketing emails with sales tools to ensure a seamless transition from lead generation to deal closure.
Customer Support: Benefit from HubSpot’s extensive knowledge base, community forums, and customer support for troubleshooting and optimisation.
Cons
The full suite of tools can be expensive for small businesses with limited budgets.
The interface is a little less intuitive than other platforms.
The learning curve for new users due to its vast range of features.
Pros
Combines email marketing with a robust CRM for a holistic approach to customer engagement.
Scales well as your business grows and your needs evolve.
Free tools are available to get started with basic campaigns and CRM functionality.
Best For: Businesses looking for a comprehensive marketing and CRM solution in one platform.
HubSpot Pricing
A free plan with basic features is available. Paid plans start at £14/month, including email marketing (though Hubspot CRM offers a free version).
Constant Contact: The Reliable Veteran
Constant Contact has been a staple in email marketing for years. Its reliability and simplicity make it a solid choice for small businesses, especially those new to email marketing. The platform offers an easy-to-use email editor, list management tools, and even event marketing features.
Key Features:
User-Friendly Email Editor: Design emails with ease using a drag-and-drop editor that requires no technical skills.
List Management and Segmentation: Organize your subscribers and send targeted campaigns to specific groups for better engagement.
Event Marketing Tools: Promote and manage events directly through the platform, complete with RSVP tracking.
Social Media Integration: Schedule posts and monitor performance alongside your email campaigns.
Real-Time Analytics: Get detailed insights into open rates, click-through rates, and more to refine your strategies.
Cons
It lacks some advanced automation features that are available on other platforms.
Pricing is higher compared to competitors offering similar features.
Pros
Ideal for small businesses new to email marketing.
Excellent customer support with live chat and phone options.
A marketing calendar helps with scheduling and planning campaigns effectively.
Best For: Small businesses that value ease of use and reliable customer support.
Pricing: No free plan, but pricing starts at £8/month.
Brevo (formerly SendinBlue) The All-in-One Marketing Solution
Brevo goes beyond email marketing, offering a range of tools to help businesses manage their digital marketing campaigns, including a CRM system. It’s especially popular for its SMS marketing capabilities.
Key Features:
Unlimited Contacts: Unlike many competitors, Brevo allows unlimited contacts on all plans, making it cost-effective for growing businesses.
Email and SMS Marketing: Reach your audience through multiple channels, ensuring your messages are seen.
Marketing Automation: Automate workflows to nurture leads, re-engage customers, and drive conversions.
Transactional Emails: Manage order confirmations, receipts, and other transactional messages seamlessly.
Built-in CRM: Keep track of customer interactions and manage your relationships directly within the platform.
Landing Page Builder: Create professional landing pages to complement your email campaigns.
Cons
Daily email sending limit on the free plan.
Some advanced reporting features require higher-tier plans.
Pros
Combines email and SMS marketing in one platform.
Offers advanced automation features at a competitive price.
Generous free plan for businesses starting out.
Best For: Small businesses looking for a versatile marketing platform that includes email, SMS, and CRM tools.
Pricing for Brevo:
Free plan available for up to 300 emails/day. Paid plans start at around £5.50 per month. Find out more about Brevo pricing.
Klaviyo: E-Commerce Specialist
Klaviyo is a platform tailored for e-commerce businesses, offering deep integration with online stores to create highly targeted campaigns.
Offering deep integrations with platforms like Shopify and WooCommerce. Its advanced segmentation and automation features allow you to target customers based on shopping behaviour, abandoned carts, and browsing history.
Klaviyo provides detailed revenue tracking, helping businesses assess ROI for their campaigns. While its learning curve may be steep for beginners, it’s a powerful tool for growing online stores.
Key Features:
E-Commerce Integrations: Seamlessly integrates with Shopify, WooCommerce, and BigCommerce to sync customer data and personalise emails.
Advanced Segmentation: Use detailed customer data to segment your audience based on shopping behaviour, browsing history, and more.
Automation Features: Automate abandoned cart emails, post-purchase follow-ups, and personalised product recommendations.
Revenue Tracking: Track the revenue generated by each email campaign to assess ROI effectively.
Cons
Pricing increases significantly with larger subscriber lists.
Learning curve for new users unfamiliar with e-commerce marketing tools.
Pros
Designed specifically for e-commerce businesses.
Provides detailed customer insights to enhance targeting.
Highly scalable for growing online stores.
Best For: E-commerce businesses looking to maximise sales through personalised and data-driven email campaigns.
How much does Klayvio cost?
Free plan available for up to 250 contacts. Paid plans start at £16/month.
ActiveCampaign: The Automation Pro
ActiveCampaign is known for its advanced automation capabilities, making it a top choice for businesses looking to create detailed customer journeys. The platform combines email marketing with CRM tools, allowing you to manage contacts and track interactions seamlessly.
ActiveCampaign offers dynamic content for personalised emails and detailed reporting to refine your campaigns.
Key Features:
Automation Workflows: Build complex workflows for customer journeys, including lead nurturing, onboarding, and re-engagement campaigns.
CRM Integration: Combine email marketing with CRM tools to manage your contacts and track interactions.
Advanced Segmentation: Segment audiences based on behaviour, location, and other criteria for personalised campaigns.
Email Personalization: Use dynamic content to tailor emails to individual subscribers.
Reporting Tools: Access detailed reports on campaign performance and automation workflows.
Cons
Higher learning curve for users unfamiliar with automation.
Pricing can be high for businesses with larger subscriber lists.
Pros
Best-in-class automation tools.
Seamless integration with over 850 apps, including Zapier and Salesforce.
Excellent customer support with detailed guides and live chat options.
Best For: Small businesses and marketers focused on building detailed customer journeys and leveraging advanced automation.
Pricing: No free plan, but pricing starts at £23/month.
Which One Is Right for You?
Choosing the best email marketing platform for your small business depends on your specific needs and budget. If you’re just starting out and need something simple, Mailchimp or MailerLite are excellent choices. Klaviyo is a top pick for e-commerce businesses. For advanced automation, ActiveCampaign and HubSpot stand out. Constant Contact offers reliability for beginners, while Sendinblue provides an all-in-one marketing solution.
Investing in the right email marketing platform can make all the difference in building lasting customer relationships and driving business growth. Take advantage of free trials and plans to test these platforms and find the one that best fits your needs.
