Email Marketing Tools For Organization

There are so many tools that can help you manage your marketing efforts, but it’s hard to know where to start. Many of these tools promise more than they deliver, and you don’t want to waste your time or money on something that isn’t going to help you do your job.

That’s why we’ve put together this list of the best email marketing tools for [organization]. From free services to premium platforms, we’ll walk you through the options, so you can find the product that best fits your needs. We’ll go over how each tool works, what it costs, and how it will help you market your brand more effectively.

Let’s get started!

10 Best Email Marketing Software & Tools of 2022

Email Marketing Tools For Organization

You want to grow your business – and need email marketing software that’s easy to use, affordable, and will nurture and convert potential customers.

It should be simple, but with an overwhelming 450+ email marketing tools to choose from – and with every email marketing company’s website saying the same thing, it’s anything but simple.

To identify the best email marketing software for different businesses we surveyed 1,782 marketers ranging from small business owners to Fortune 500 CMOs, who were in the process of changing email marketing software to understand which tool they’re moving from and to – and why.

Here’s our verdict of the 10 Best Email Marketing Tools for 2022:

ActiveCampaign – best overall email marketing software
HubSpot – a good option for B2B service companies
Sendinblue – a good option for transactional email
Drip – a good option for e-commerce businesses
Omnisend – another good option for e-commerce businesses
Autopilot – a good option for advanced marketing automation
Benchmark – a good option for agencies
MailerLite – a good option for personal projects
ConvertKit – a good option for bloggers
EmailOctopus – a good option for developers
Read on to find out what our survey and testing revealed about each tool’s strengths and weaknesses across nine areas; cost, deliverability, integrations, ease-of-use, reporting, security, features, CRM, and support.

1 ActiveCampaign

Best overall email marketing software
With over 130,000 customers, ActiveCampaign was the most commonly mentioned tool that survey respondents were planning to choose for email marketing software in 2022.

ActiveCampaign have earned their reputation as a leading email marketing automation tool by focusing on building a world-class product.

ActiveCampaign’s automation builder makes building automations easy, similar to using a flowchart

It’s by far the most advanced email marketing platform in our list, with machine learning and predictive tools enabling marketers to work smarter and deliver higher ROI.

Often credited for pioneering visual marketing automation, ActiveCampaign is impressively intuitive and easy-to-use compared to some of the tools on our list.

ActiveCampaign’s intuitive drag-and-drop email marketing designer

And while the tip of the iceberg that you see with ActiveCampaign is category-leading, so is what’s below the surface. Their deliverability rates are exceptional (>99%), they integrate with 870+ third-party tools, and go far above and beyond with their security and compliance measures.

ActiveCampaign offers 870+ integrations including native integrations with Salesforce, Shopify, Google Sheets, Slack & more.

As an all-in-one sales and marketing tool, ActiveCampaign comes with an in-built CRM system to manage yours sales, live chat, and of course email marketing automation in one place.

A built-in sales CRM makes it easier to manage deals, but also connects to ActiveCampaign’s powerful automation engine

You’d be forgiven for thinking all of this might come at a hefty cost. Yet, starting at $9/mo, ActiveCampaign is reasonably priced and more affordable than many of the tools in this list.

ActiveCampaign recently published their Customer Success Commitment, which outlines 22 guarantees from their support team including free implementation and migration.

ActiveCampaign’s notable features:
125+ Email templates
500+ Automation recipes
870+ Integrations
Send SMS, site messages & email
Landing pages
CRM
Split actions and A/B Testing
Goal tracking, attribution & sales analytics
Predictive content, sending & deal win probability
ActiveCampaign offers a free 14-day trial with no credit card required.

Try ActiveCampaign today.

2 HubSpot

A good option for B2B service businesses
HubSpot is world-class in offering businesses an all-in-one sales and marketing platform that includes a CRM, landing pages, email marketing, marketing automation, chat, forms, and everything in between.

While some argue that trying to do everything is HubSpot’s downfall, it does enable them to do one thing exceptionally well; Reporting.

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker
By using HubSpot as the backbone of your marketing and sales, you can more easily attribute revenue back to the marketing campaign, newsletter, or blog post that influenced each sale. In this sense, HubSpot is more of a CRM that offers email marketing and automation, rather than vice versa.

And if your website is built on WordPress, then you get an extra advantage to using HubSpot as your email marketing tool. HubSpot has a WordPress plugin that gives you the ability to send email campaigns directly from WordPress. The plugin also lets you use a HubSpot form or chat widget to automatically capture contacts in your CRM, all without leaving WordPress.

Hubspot can come at a cost
While much-loved, HubSpot is the second most likely response (behind Mailchimp) to “Which email marketing software are you leaving?” in our survey of 1,700+ email marketers. The reason is almost always the same; Price.

HubSpot position themselves as an affordable option for small businesses by offering free versions of their products – but don’t be fooled by the HubSpot gateway-drug. Their platform becomes exponentially expensive as your list or feature requirements grow.

One business owner I spoke with started on a $50/month plan, and within a year needed a $2,000/month plan that had to be paid annually. The only difference was an extra 15,000 contacts and adding marketing automation, yet they jumped from seeing $50 leave the bank to $24,000.

This is where I feel conflicted about HubSpot.

On the one hand, you could get the same functionality for one-tenth of the price using ActiveCampaign, Benchmark, or half of the tools in this guide. On the other hand, if the value of knowing what influenced each sale is a problem worth paying a five-figure sum to solve, then HubSpot is a strong contender.

This is why we suggest that HubSpot is an ideal choice for B2B service companies, where the value of winning a handful of extra clients a year would easily cover the cost of HubSpot. This extends to larger, or more sophisticated, agencies that must provide clients with in-depth reports on their marketing funnel.

If you just need email marketing software, HubSpot is possibly overkill. But if your search for email marketing software is part of a wider plan to raise to your marketing game and improve performance across your entire sales and marketing funnel, HubSpot is a strong contender – but don’t expect it to come cheap.

3 Sendinblue

A good option for transactional email
Sendinblue is best-known as one of the leading transactional email services. Building on this reputation they built an email marketing automation product.

We use Sendinblue to send transactional emails for two of our ventures (Leadformly and Serene), as they’re one of the few email marketing providers with servers in the European Union (which helps with our GDPR compliance) and they have good deliverability rates (we’re currently at 98%).

While I can’t comment on their marketing automation features from first-hand experience, it’s evident from our customer surveys that it’s good, but lacks some of the more advanced features (such as goal tracking, native integrations, and annotations).

If you need an email marketing tool with a solid API to get your emails into inboxes with a good deliverability rate, Sendinblue’s pre-built developer recipes make it an excellent choice.

What are Sendinblue’s key features?
Marketing automation
SMS
Live chat
CRM
Transactional email
Landing pages
Sign-up forms
Facebook Ads

4 Drip

A good option for smaller e-commerce stores
I think it’s fair to say that Drip’s focus is on smaller to medium-sized e-commerce businesses, whereas our next email marketing tool (Omnisend) seems better suited to the larger e-commerce stores.

As you’d expect, Drip integrates deeply with all mainstream e-commerce platforms like Shopify, Magento and WooCommerce – as well as the more obscure and custom-made ones.

With built-in revenue analytics and tools to engage customers across multiple channels (from social channels to SMS) Drip is ideally positioned as a powerful tool for growing e-commerce stores.

Their pricing is also palatable, starting at $19/month for small list sizes.

What are Drip’s key features?
Visual automation
Email and SMS marketing
Dynamic e-commerce content blocks
Discount codes
e-commerce Segmentation
Retargeting
e-commerce store integrations
Reporting dashboards
Split testing sequences

5 Omnisend

A good option for medium-large e-commerce brands
Omnisend is quickly becoming one of the leading marketing platforms for e-commerce stores.

Designed to help e-commerce brands control their marketing across multiple channels, Omnisend offers automated email, SMS, push notifications, and most impressively, integrations with Google Ads, Instagram, Facebook Ads, Messenger, and WhatsApp – which they claim have 10X higher click-through rates than email.

Omnisend automation

By focusing purely on e-commerce, Omnisend has built innovative email templates designed to reduce cart abandonment and drive repeat buyers. From ‘wheel of fortune’ offers to virtual scratch cards and birthday discounts, it’s evident that Omnisend’s built by a team intimately aware of what works in e-commerce.

Omnisend campaign templates

As you’d expect of an e-commerce email marketing tool, Omnisend hooks into most e-commerce platforms, including Magento, Shopify, and BigCommerce. Where Omnisend goes one step further is in integrating with review, loyalty and help desk platforms, such as Yotpo, Smile.io, and ReCharge.

This not only enables Omnisend to report on how your campaigns impact sales, but enables you to trigger email, SMS and social campaigns based around your customer behaviour to reduce cart abandonment, increase return buyers, drive more product reviews, and more.

Omnisend reporting

If you want the features that make Omnisend stand out, you’ll need a PRO account which starts at $199/month for up to 10,000 contacts. While not the cheapest, nor the easiest to use, Omnisend is a good option for e-commerce brands that want one multi-channel platform to rule them all.

What are Omnisend’s key features?
Visual email builder
Email, SMS and Push notifications
Transactional and marketing emails
Dynamic discount codes
e-commerce Segmentation
Retargeting
Surveys and Polls
Reporting
Popups and forms – wheel of fortune, scratch cards etc.
A/B Testing

6 Autopilot

A good option for marketing automation
Gone are the days where email marketing is about sending bulk newsletters.

In today’s digital landscape, it’s essential for email marketing to be smart; sending the right messages to the right leads at the right time, automatically.

That’s why all of our top ten email marketing providers provide marketing automation. As the name would suggest, this is Autopilot’s forte. To boot, they have one of the best-designed canvases for building email automation sequences.

Autopilot’s marketing automation annotations

Anyone who has ever built an email automation sequence knows how quickly they can become confusing. Autopilot solves this in a rather quirky way, allowing you to annotate your automation sequences with emojis, stickers and explanations, making it easy for teams to collaborate on building sequences.

Yes, it can get messy – but I’d rather that and be able to understand what’s going on, than having beautiful automation sequences that take half an hour to interpret.

Another feature I love about Autopilot is its ability to trigger actions in your other tools inside Autopilot. This saves having to configure integrations using a tool like Zapier and makes your sequences much easier to understand.

Autopilot third party integrations

Autopilot’s reporting is also excellent, though, I’ll go into this in more detail in our section on reporting and analytics below.

Starting at $49/month for 2,000 contacts, Autopilot is far from the cheapest option, particularly considering that Autopilot does not offer an in-built CRM. However, Autopilot is extremely intuitive and great for teams that need to collaborate on powerful email automation sequences. If we had to move from ActiveCampaign, this is likely where we’d go.

7 Benchmark

A good option for agencies
Benchmark is an interesting option for any business looking for a well-designed and easy-to-use email marketing tool.

While not quite as well known as other tools in the top ten, they’ve become an increasingly popular response to “Which tool are you moving to?” in our survey.

Benchmark do everything pretty well and are reasonably priced, but there’s one thing that really sets them apart from other email marketing tools – and that’s design.

Everything from their templates to the platform itself is beautifully-designed – and not just visually attractive, but great user experience. While that may seem trivial to some, it makes all the difference when it comes to understanding your data and creating the right impression with contacts.

Benchmark is a good choice for any small business that needs simple, easy-to-use email marketing and automation software. It’s likely to be a particularly good choice for small agencies and consultancies where design is important both from a staff training perspective – and also providing a good experience for clients.

What are Benchmark’s key features?
Visual email builder
Marketing automation
1,500+ Integrations
Landing pages
Surveys and Polls
Reporting
Sign-up forms
A/B Testing

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8 ConvertKit

A good option for bloggers
ConvertKit is a relatively simple email marketing tool used almost exclusively by bloggers and online course instructors to develop their personal brands.

Their platform has no bells or whistles. It doesn’t even have email templates, as ConvertKit encourages its users to send plain-text emails to increase engagement. As most of its users are individuals trying to build a personal brand this makes sense, but it does make ConvertKit a poor-fit for other use cases.

If you’re a creator that just needs a simple tool to serve your audience with regular content, there’s no better tool.

ConvertKit’s editor

9 MailerLite

A good option for personal projects
At the opposite end of the price spectrum, we have MailerLite, which is among the best email marketing tools for value for money (it’s free for sending up to 12,000 emails/month to less than 1,000 contacts).

Unlike the other beginner email marketing tools out there, MailerLite is a universally good tool irrespective of industry. Whether you’re growing a small charity, a side-hustle, or are a freelancer starting out, MailerLite offers everything you need to send bulk email marketing campaigns.

Mailerlite newsletter campaign builder

If you’re a small business, I’d suggest that a tool like ActiveCampaign may be a better fit, as they offer an in-built CRM and more advanced marketing features for roughly the same price.

For beginners and personal projects, where you just need to send beautiful email campaigns to engage your audience, MailerLite is ideal.

If you want to give MailerLite a spin, the folks there have kindly offered Venture Harbour readers an extended 30-day trial (instead of 14 days) via this link.

10 EmailOctopus

A good option for developers
There’s long been a notion in email marketing that the most affordable way to send emails is using Amazon’s Simple Email Service (SES). Yet, the UI just isn’t built for marketing teams to create campaigns.

Many email marketing services have tried to bridge this gap – from Sendy to Moonmail, but they’ve often ended up either falling short on features or gravitating towards being more developer-centric.

EmailOctopus have nailed this balance.

The benefits of Amazon SES, without the drawbacks
Amazon’s Simple Email Service (SES) is unbeatable from a cost perspective, and the deliverability is world-class. But it creates a huge bottleneck if used to send your marketing campaigns.

Every campaign, typo fix, and email sequence must be briefed as a development task, diverting scarce design and development resources to something that, frankly, is a flagrant waste of developer time.

EmailOctopus closes this gap. Built on the back of Amazon SES, EmailOctopus gives you the infrastructure benefits of AWS, while enabling you to build your email campaigns in a friendly UI.

The main downside of EmailOctopus is its simplicity. If you’re just sending email campaigns to a list that’s fine, but don’t expect the multi-touch attribution or visual automation builder that you’d find in a tool like ActiveCampaign.

EmailOctopus would be perfect for a small tech startup, where someone on the team is fluent in AWS and needs the flexibility and power of SES without the creation of the emails themselves needing to be coded.

Having covered the pros and cons of our top ten email marketing tools, we’ll now compare them head-to-head in nine areas that define a great email marketing tool.

What should you look for in email marketing software?
Email marketing software needs to grow your business by saving you time and converting your leads into customers, and those customers into repeat customers – on autopilot.

From surveying 1,700+ marketers in the process of changing their email marketing software, we discovered nine factors that separate the good from the great:

💰 Compare Cost
😌 Compare UX
📮 Compare Deliverability
✨ Compare Features
🤝 Compare CRMs
📊 Compare Reporting
🔌 Compare Integrations
🙋 Compare Support & Training
🔒Compare Security
Of course, every email marketing tool will claim to do well in all areas, yet by analysing data and observing why marketers leave different email platforms, we’re able to capture a far more honest picture.

Email marketing survey
You can access the dataset we use to determine the top 10 email marketing software providers at the end of this guide.

  1. Best for affordability
    What differentiates a $100/month tool from a $20/month tool?

Sometimes very little, sometimes a lot. HubSpot, for example, may charge 10X more than most email marketing tools but they offer an all-in-one marketing & sales platform that includes everything from landing pages and live chat, to a social media management tool and CRM. On the other hand, ActiveCampaign offers an enormous amount of value while remaining one of the most affordable email marketing tools on the market.

Comparing email marketing software based on cost alone is a dangerous game. That’s why it’s important to look at all nine factors in this article to ensure that you’re buying the right tool for the job, rather than the cheapest.

“There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man’s lawful prey.”

– John Ruskin
Caveats aside, here’s a detailed comparison of the monthly cost of all ten email marketing tools at three account sizes ordered from most affordable to least.

Tool Monthly price for 2,500 contacts Monthly price for 10,000 contacts Monthly price for 100,000 contacts
MailerLite $15 $50 $360
ActiveCampaign $49 $139 $549
Benchmark $35 $76 $424
Omnisend $36 $102 $570
Sendinblue $39 $66 $173
ConvertKit $49 $119 $679
Autopilot $149 $249 Not Public
EmailOctopus $20 $30 $210
Drip $39 $154 $1,199
HubSpot $150 $420 $3,100
It would be remiss not to point out that cost and value are not the same thing. HubSpot, ActiveCampaign and, to some extent, Omnisend all offer all-in-one marketing & sales platforms with many features beyond email marketing, while the rest are primarily just for managing and automating email marketing.

Don’t let the tail wag the dog
Your email marketing tool is something that you ideally don’t want to change often, therefore it pays to choose a tool that offers not only what you need today, but what you’ll need for the next few years.

Above all, choose the tool that gives you the best opportunity to grow your business.

In this next section, we’ll outline the top three email marketing software providers for each of the nine factors, so that you can compare between three solid choices, based on the factors that are most important to you.

email marketing tools free

Marketing trends and channels evolve over time. While some trends come and go quickly, one of the channels that has remained more or less the same is email. In fact, email continues to be the top channel for content marketing with both B2C and B2B marketers. 87% of B2B marketers and 77% of B2C marketers use it to nurture their audience.

It can even help you amplify your other marketing channels such as social. With that said, marketers still face a ton of challenges in their email marketing efforts. One of these key challenges is simply the amount of time it takes to create a great looking email from scratch. Without efficient tools, marketers may end up spending a lot of time creating and sending out emails that don’t exactly look stunning. This hinders productivity while dragging down your email marketing ROI.

A lot of companies settle for this situation because they’re not ready to invest in a tool to simplify the process. However, email marketing tools don’t necessarily have to be expensive. You can find plenty of free email marketing tools that can help you save time and money.

If you’re looking for a social management solution to complement your email marketing, test out a free 30-day trial of Sprout Social:

Start your free Sprout trial

Read on for our list of the top free email marketing tools:

  1. HubSpot Email Marketing
    HubSpot, probably best known for their marketing automation platform, recently launched a free email marketing tool that can support a lot of a small business’ transactional email needs.

Whether you need to send kickback emails from lead offers, thank you emails after purchase, or just promote current campaigns, HubSpot Email Marketing’s free version can do that. One of the best parts of HubSpot’s free email tool is its ease of use. The tool features a handy drag-and-drop visual editor, and it also comes equipped with ready-made templates to get you up and running immediately.

What makes HubSpot Email Marketing stand out is, of course, its native integration with other HubSpot tools, such as the free-forever CRM. Once you start an account, you get access to both tools so you can create a centralized contacts database, organize it in lists, and manage and track email performance.

hubspot email marketing tool

  1. Sender
    Sender is one of the best free email marketing tools in the market with features to ensure deliverability. It lets you create stunning newsletters without any HTML knowledge. Just choose from a template and customize it with elements like images, videos and text. You can even personalize your newsletters for each recipient to create an even bigger impact.

Sender dashboard screenshot
Sender’s robust analytics feature is one of the top reasons why it’s on our list. It lets you track who opened your emails and clicked on the links, when they were opened and more. It even helps you build accurate buyer profiles based on your subscriber actions, so you’ll be able to optimize your existing email strategy and craft compelling offers.

  1. Sendinblue
    Sendinblue is a marketing communication platform that features both email marketing tools and additional functions such as customer relationship management and landing page creation. With over 70 design templates, Sendinblue’s email design functions make it easy to create a great-looking email. Plus, all of these templates are responsive, and you can preview your results to can ensure your design looks the way you want on any screen format.

After you design your email, you can use features like A/B testing and segmented recipient lists to take the manual effort and guesswork out of optimizing your campaigns and targeting your ideal audiences.

sendinblue email editor

  1. Omnisend
    Omnisend is a sophisticated ecommerce marketing platform that integrates all your communication platforms in one place. Its free plan includes only email, but it’s more than enough to support the email marketing efforts of small and medium businesses. It allows you to automate your email delivery using behavioral triggers and easily time your communications based on your customers’ convenience.

You can utilize its comprehensive audience insights to send out more relevant email marketing messages. Design attractive newsletters using time-saving features like the Product Picker, which lets you select all the products you want to include in your email. You can also include scratch cards, discount coupon codes and gift boxes to further optimize your email performance.

Omnisend dashboard screenshot

  1. SendPulse
    SendPulse advertises itself as a multi-channel marketing platform, but its email marketing feature is the most popular. It comes with a ton of professionally-designed email templates that you can easily customize using a drag-and-drop editor. You can then set up these customized emails to be automatically sent out at the right time based on user behavior, event trigger and other variables.

SendPulse’s subscriber rating feature is an excellent way to identify your most valuable subscribers. It lets you analyze the open and click rates as well as the read and unread rate of each subscriber. You can even set replaceable text fields to personalize your emails by name, gender, date of birth, age and job role.

SendPulse subscriber rating

  1. Benchmark Email
    Benchmark Email is a great option for an email marketing tool to design responsive emails that look great no matter which device they’re viewed on. If you need to add images to your email, you can even edit the image right on the platform. The email editor lets you add effects, stickers and text to effectively send across your message.

You have the option to choose from tons of pre-designed templates based on industry, type and occasion. For the more HTML savvy, you can even use the code editor to build emails from scratch. The dual view feature lets you see your email design as you’re editing it, which simplifies the whole email creation process.

Benchmark Email responsive design templates
social media engagement learn more banner

  1. Mailchimp
    Mailchimp is a leader in email marketing tools that you’ve probably heard of. Their free plan provides you with basic email marketing features such as email creation and scheduling. What makes this a great email marketing tool is its smart recommendations feature, which provides you with valuable audience insights to optimize your marketing efforts.

Designing emails on the platform is easy using the Content Manager, where you can store your images and files for easy access. Mailchimp lets you automate your emails at crucial steps of the buyer journey, so you can easily send out welcome emails, order confirmations, abandoned cart reminders and more.

Mailchimp content manager screenshot

  1. MailerLite
    Sophisticated features like the landing page builder and the pop-up customizer make MailerLite stand out among free email tools in the market. In addition to the basics like the drag-and-drop email builder, the tool comes with a rich text editor and a built-in photo editor to create stunning emails.

MailerLite email customizer
You can create responsive landing pages to match the emails that you send, which will improve your chances of driving conversions. You can run split tests on different variations of your email to see what works best to drive clicks and conversions. MailerLite also provides you with a comprehensive campaign report that contains important stats like click rate, unsubscribe rate, open rate and more.

  1. Mailjet
    Mailjet comes with intuitive and collaborative tools to help you build effective email marketing campaigns. Customize any of the pre-designed templates and create responsive emails to impress any recipient no matter which device they’re using. If you work with a team, you’ll love the platform’s real-time collaboration feature that allows for seamless collaboration.

This email marketing tool also lets you add dynamic content so you can create personalized and relevant emails for each recipient. This helps you get much better results out of your email marketing campaigns. You can also integrate the platform into your CRM and easily manage your mailing list through a single dashboard.

Mailjet contact statistics

  1. Moosend
    Moosend is an excellent email marketing tool that lets you automate repetitive tasks and saves you time. You can design behavioral email campaigns based on your subscribers’ information and/or activities. You can use its advanced segmentation feature to send highly accurate emails to each recipient, increasing open rate and click-through rate as well as ROI.

This tool provides you with a detailed campaign performance report so you know exactly how to optimize your campaigns and get even better results. You can even integrate it with some of your favorite apps to seamlessly pass on vital information between different tools. It’s also one of the only free email marketing tools that won’t include its logo in your emails.

Moosend email performance report

  1. EmailOctopus
    EmailOctopus is a simple email marketing tool that runs on the Amazon SES infrastructure. While the free plan doesn’t offer as many features as some of the other free email marketing tools on this list, it does allow a lot more emails per month than most of them.

You can send out unlimited emails from as many email addresses as you like. This makes it the perfect solution for a small agency or entrepreneur representing other brands. It also integrates with third-party apps like MailOptin, WordPress and Zapier so you can seamlessly exchange customer data between different tools.

EmailOctopus email performance report
Bottom line
Most of these free email marketing tools come with robust features even without the need to upgrade to a paid plan. Small businesses and marketers should be able to make the most of them while saving time and money. Even if you need to upgrade to accommodate your business needs, you’ll find that many of the paid plans are affordable and flexible enough to fit your budget.

Conclusion

Let us know your thoughts in the comment section below.

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