Email Marketing Software

Best Email Marketing Software include:

ActiveCampaign, Litmus, Mailchimp, Oracle Responsys, and Constant Contact.

Email Marketing Software TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap.

Email Marketing Software Overview

What is Email Marketing?

Email marketing is designed to help a company maintain communications with customers. This builds loyalty, increases brand recognition, and drives sales.


The challenge with email marketing is to strike a balance between efficiency and personalization so that you can:

  1. Create a one-to-one sense of connection with individual customers.

  2. Reach out to hundreds or thousands of customers at once, at minimum cost.

Email marketing software helps marketers create, send, and track subscriber emails while complying with the regulations that govern email outreach. Most email marketing tools do this on a bulk level, which increases efficiency. These bulk emails are commonly referred to as ‘email blasts’.


Tools range from batch-and-blast products to products that allow users to configure personalized, triggered messages. The messages are based on the behavior or demographics of subscribers. For example, if a subscriber clicks a link to download a whitepaper or buying guide within an email, or if they are part of your target audience. The simplest email marketing services are designed for sending newsletters or advertisements.


All email marketing tools facilitate ‘big’ sends. However, the definition of a ‘big’ email send can vary. For some vendors, a large batch of emails consists of a few hundred, while for others it could mean thousands or even millions. Therefore, make sure the email marketing platform you choose will work for your list size without causing performance issues or breaking the bank.


Most email marketing software offers the ability to design engaging emails without writing code. This is possible by using a drag and drop tool or a what-you-see-is-what-you-get (WYSIWYG) email editor. Advanced email marketing platforms include a landing page editor as well, and allow for retargeting, triggered drip sequences, and segmented subscriber lists. Many of them integrate with third-party CRM, CMS, and ecommerce platforms to make running email marketing campaigns even more efficient.

Email Marketing Software Features

  • Subscriber and list management

  • Contact segmentation

  • Email marketing templates

  • Visual editor or WYSIWYG interface

  • Content/image library

  • Dynamic content/personalization

  • A/B testing

  • Mobile optimization

  • Autoresponders

  • Triggered drip sequences

  • Campaign tracking/reporting

  • CRM integration

  • CAN-SPAM compliance

  • SPAM testing

  • Email client testing

  • Deliverability support

Email Marketing vs. Marketing Automation Software

Email marketing software is closely related to marketing automation software. All marketing automation platforms include email marketing, and many email marketing tools include some degree of automation. But marketing automation tools also include broader marketing capabilities not connected to email. These include lead management, campaign calendars, event management, landing pages, social campaigns, cross-channel campaign orchestration, advanced analytics, and more.

Email Marketing vs. Social Media Marketing

Email marketing is also related to social media marketing activities. Where email marketing platforms govern all aspects of customer communication via email, social media marketing tools provide business with tools to monitor, interact with, and track customer engagement across social media channels. Software tools that specialize in social media advocacy or proportion activities also fall under the umbrella of social media marketing.


Though email marketing tools primarily focus on email communication, some tools provide a handful of social media marketing features as well. These may include capabilities like social posting and creating ad campaigns for platforms like Facebook, Instagram, LinkedIn, and Twitter. Some email marketing service providers will have integrations with third-party social media marketing products, or directly with social channels themselves.


While they focus on different methods of communication, the ultimate goal of these two types of marketing is similar. They both seek to help marketers gain a deeper connection to their customers or subscribers, nurture leads, and drive brand loyalty and revenue.

Email Marketing Platform Comparison

To more easily compare Email Marketing tools, consider evaluating different options based on these three key factors:


1. Contact List Size / Number of Emails: Make sure your email marketing software can support the number of contacts you have. The price of different email marketing tools will vary depending on the number of subscribers you have on your contact list, or the volume of emails you send per month. Typically, the larger these numbers are, the higher the cost.


2. Ease-of-Use: This means more than just having an intuitive interface, it involves actually having the features that make email marketing software cost-effective. Features like pre-designed email templates that are mobile-responsive, drag-and-drop editors, and native signup forms will make life easier for your marketing team and allow them to be more productive.


3. Use Case Support: Think about whether you’ll be using emails for different purposes and identify which tools cover all your intended use cases. For example, will you primarily be sending direct emails? Or will you also use your email marketing software for website, social media, or event marketing? If so, make sure you invest in a tool that will help you achieve your goals across these programs.


Start an Email Marketing software comparison

Pricing Information

Email marketing software is typically priced on a monthly subscription model. Pricing depends on the number of email contacts you have, and the number of emails you send each month.


There are a few free products available or paid products that offer free plans, though these tools usually limit the number of emails businesses can send per month. Free tools may also require senders to keep the email marketing tool’s branding in the footer.


On the lower end, an email marketing service can cost as little as $25 for up to 2,000 contacts. Mid-tier service runs up to $500/mo. for lists of up to 50,000 contacts. The cost of enterprise-level email marketing software goes up from there. Depending on the scale and complexity of your email marketing needs, your organization may find that investing in a comprehensive marketing automation solution may be a more suitable choice.

More Resources

Email Marketing Products

(1-25 of 169) Sorted by Most Reviews

Mailchimp
1,821 ratings
247 reviews
Top Rated
MailChimp is an SMB-oriented email platform. A free account is offered with a 500 subscriber limit and with a limit of 3000 sends. There are various pricing models above 500 subscribers.
ActiveCampaign
230 ratings
154 reviews
Top Rated
ActiveCampaign integrates email marketing, marketing automation, sales automation, and CRM software into one platform designed for small businesses.
Gist
93 ratings
92 reviews
Top Rated
Gist is a unified marketing, sales, and support platform. It includes live chat, a help desk, knowledge base, email marketing, marketing automation, opt-in forms, and more.
Litmus
99 ratings
72 reviews
Top Rated
Litmus Software in Cambridge, MA offers their email marketing solution Litmus, supporting email campaign building and best practice checklists, spam testing and resolution, proofing and feedback sharing, and email analytics.
Intercom
206 ratings
65 reviews
Top Rated
Intercom is a contextual messaging system that supports live engagement with customers via text, chat, or email. It also supports triggered emails, customer segmentation and analysis, as well as integrations with MailChimp and Salesforce, and further extensibility via APIs and webhooks.
Constant Contact
530 ratings
65 reviews
Top Rated
Constant Contact is a full-featured email marketing solution with capabilities such as social media integration, drag-and-drop editing, and real-time reporting. It is a bulk email tool designed for SMB customers.
Bronto Marketing Platform
118 ratings
60 reviews
The Bronto Marketing Platform is an email marketing solution from Oracle which was acquired from NetSuite in 2016. It is optimized for creating automated, yet personalized emails, and subscriber profile segments, analyzing click and visit behavior, tracking geolocation, and more.
Salesforce Marketing Cloud Email Studio
384 ratings
57 reviews
Salesforce Marketing Cloud Email is an email marketing platform formerly know as ExactTarget before being acquired by Salesforce in 2014. Its key features include integration with other Salesforce solutions, drag-and-drop tools, A/B testing, real time tracking, and graphical reporting.
Kissmetrics
89 ratings
45 reviews
Kissmetrics is a customer engagement automation platform. This solution includes behavioral analytics, segmentation, and email campaign automation.
iContact
85 ratings
44 reviews
iContact is an email marketing solution that was acquired by Vocus in 2012. The product is integrated with Facebook and Twitter and is aimed at SMBs with unlimited sending as a key feature.
Sendinblue
67 ratings
42 reviews
Sendinblue is a cloud-based marketing communication software which performs tasks related to managing marketing automation, email campaigns, transactional emails, and SMS messages. It is designed to be an all-in-one-tool for all digital marketing needs.
Acoustic Campaign (formerly IBM Watson Campaign Automation)
101 ratings
40 reviews
Acoustic Campaign (formerly IBM Watson Campaign Automation) is a scalable, SaaS-based, cross-channel, digital marketing platform providing digital marketers the ability to implement and manage email, mobile, social, and lead management campaign processes.
Robly
49 ratings
37 reviews
Robly is an email marketing solution designed for small businesses. It's key features are its ability to auto-resend unopened emails, pop-up widgets, and proprietary AI-powered software that sends emails based on schedules specific to each recipient.
Twilio SendGrid Marketing Campaigns
69 ratings
34 reviews
Twilio SendGrid Marketing Email is an email delivery platform that uses cloud-based email deliverability with encryption. Its key features are AI-powered targeted ads and email validation. Twilio acquired SendGrid in late 2018.
AWeber
76 ratings
34 reviews
AWeber is an email marketing and automation solution. It provides support for mobile-friendly HTML email newsletters, autoresponder campaigns, subscriber segmentation and management, RSS-to-email features, signup forms for websites or blogs, and more.
Emma
52 ratings
31 reviews
Emma is an email marketing solution from Campaign Monitor. Key features include mobile-ready design templates, email automation, audience segmentation, and dynamic content. The software includes integration with third-party CRM solutions, ecommerce platforms, and social networks.
Vertical Response
61 ratings
28 reviews
VerticalResponse is an email campaign management software and services platform from Deluxe. In addition to providing email marketing tools, VerticalResponse offers fully managed email marketing services from campaign launch and management to reporting and analysis.
Oracle Responsys
86 ratings
26 reviews
Top Rated
Oracle Cross-Channel Marketing to Consumers is a B2C Cross Channel Marketing solution that is designed to help marketers deliver more relevant, real-time interactions for consumers across email, mobile, display, social, and web experiences.
GetResponse
55 ratings
23 reviews
GetResponse is an online marketing platform optimized for use by small businesses. It provides tools which support email marketing, autofunnel, landing pages, marketing automation, webinars, autoresponders, and enterprise marketing needs.
Campaign Monitor
69 ratings
22 reviews
Campaign Monitor enables users to create, send, and optimize email marketing campaigns.
Sailthru
33 ratings
19 reviews
Sailthru is an email marketing and marketing automation solution from Campaign Monitor. It supports email management, site personalization, mobile management, and both predictive and retention-focused analytics.
Really Simple Systems
24 ratings
16 reviews
Really Simple Systems is a customer relationship management (CRM) software deployed via cloud with built-in features like email marketing, pipeline management, and case management.
Zoho Campaigns
68 ratings
16 reviews
Zoho Campaigns is an email marketing and social networking campaigning tool for smaller companies that helps create, send, and track effective email campaigns. It features list management and segmentation, A/B Testing, tracking and reporting, automation, and mobile campaign management.
Klaviyo
44 ratings
13 reviews
Klaviyo is a relatively new but rapidly growing email marketing campaign management platform for ecommerce stores on Shopify, Bigcommerce and Magento, from the company of the same name in Boston, MA which was founded in 2012. Klaviyo integrates with CRM, help desk, shopping cart and other marketing …
Mad Mimi
17 ratings
13 reviews
Mad Mimi is an email marketing solution targeted at SMBs, designed to be intuitive and straightforward. It was acquired by GoDaddy in August 2014 to expand their small business support offerings.

Frequently Asked Questions

What is email marketing software?

Email marketing software allows marketers to create, plan, execute, and track the performance of email campaigns. This helps achieve outcomes like greater customer loyalty, increased brand awareness, and sales pipeline growth. Standard email marketing platform features include:

  • contact list segmentation
  • email templates
  • WYSIWYG email editor
  • content personalization
  • campaign builder
  • batch and blast email campaigns
  • email A/B testing
  • campaign analytics and reporting

What is the best email marketing platform?

There are plenty of email marketing software options available, here’s a list of the top-rated email marketing products based on end-user ratings and reviews:


While all of these products have a customer satisfaction score of 7.5 or higher, some may be better suited for either SMBs or enterprises. To see which products are more highly rated by SMB or enterprise reviewers, toggle between the ‘Small Business’ and ‘Enterprise’ view of the Email Marketing Software TrustMap.

What are the main benefits of using an email marketing service?

Email marketing software helps users automate parts of the email outreach process, such as sending mass amounts of emails at once, and tracking the performance of email campaigns. This allows marketers to save time executing their email campaigns so they can spend more time planning their email marketing strategy and personalizing content.


There are also several important outcomes email marketing tools help drive:

  • stronger relationships with customers
  • increased brand recognition
  • email campaigns optimized for performance and deliverability
  • affordable email outreach at scale
  • increased revenue growth from nurturing leads

Is email marketing the same as marketing automation?

Email marketing software and marketing automation software both offer email marketing capabilities. However, marketing automation provides a wider range of features covering areas like:

  • landing page creating
  • lead management
  • cross-channel campaign orchestration
  • social media marketing
  • advanced digital campaign analytics


One helpful distinction to make is that email marketing tools can be more budget-friendly for micro and small business than marketing automation software. Since marketing automation platforms have more extensive capabilities, they typically cost more than email marketing products designed for small businesses.

How much does email marketing software cost?

Some vendors like Mailchimp and Campaign Monitor offer free versions of their email marketing platform, but with limited functionality. Paid email marketing software can start as low as $10/mo for smaller list sizes (around 500 contacts) for basic plans. This can range up to multiple hundreds of dollars per month, depending on the number of contacts and level of functionality required.


‘Professional’ and ‘Enterprise’ tier plans will cost more but include advanced features like A/B or multivariate testing, retargeting ads, advanced contact segmentation, and premium customer support.