You’ve run a few email campaigns, and got some good feedback. Or maybe you’ve just launched your company newsletter. No matter what messages you send out, it can be a lot easier using email marketing software.

Email marketing is still the go-to medium for communicating with customers and prospects. In 2019, 78% of marketers saw an increase in email engagement. They also generated an average of $42 for every $1 spent (4,100% ROI).

A big part of this success depends on email marketing software. The single tool can help you easily collect, communicate, and grow with your audience.

Read on to see whether or not your company needs an email marketing service, and what main features to look for. We also share our 18 top recommended email marketing software tools to launch your next campaign.

First, what is email marketing software?

(Or skip straight to the software tools.)

Email marketing software goes far beyond just sending email. It’s basically any software tool used to create, send, test, and/or monitor your email campaigns.

If you’re sending emails to groups of people (i.e., newsletter subscribers, members, partners), you’ll want more than just an individual email account.

Bulk emails involve a lot of steps: segmenting audiences, designing emails, setting schedules, checking feedback, and more.

An email marketing service can make your manual workflow much easier. Plus, most platforms provide performance data and analytics that can help improve your campaign.

If you’re not using any email marketing service, you may be falling short on your campaign’s full potential.

Key features of email marketing services

Looking at today’s best email marketing services, you’ll notice many share similar features: a drag-and-drop email template builder, mailing list segmentation, automated drip campaigns, etc.

The main differences are usually the ease of integration (can it connect to a CRM or other tools), and learning curve (is it intuitive or does it require intensive training).

Here are some features to look for when choosing email marketing software:

  • Email sending limits: The exact limit depends on your plan, but it’s important to find an email marketing service that doesn’t limit your growth. Look for companies that allow you to easily upgrade to a higher plan as you grow.
  • Email builders and templates: How will your email look? Many email marketing services include easy drag-and-drop email builders and customizable email templates. These allow you to create beautiful emails across all desktop, tablet, and mobile.
  • Mailing list management: Send subscribers exactly what they want by segmenting your audience. As your mailing list grows, you’ll want to create segments in order to organize and optimize your email marketing efforts.
  • A/B testing tools: As you continue to send out emails, you’ll want to test which messages work best (i.e., different subject lines, different days/times sent, CTA copy). This advanced feature will help you create the most effective email campaigns and improve audience engagement.
  • Email marketing features: There are many other features to look for in email marketing software: merge tags (for email personalization), autoresponders (for drip email campaigns or quick response), or the ability to create surveys. Also check if the software offers hosted or embedded signup forms so you can invite subscribers right away.
  • Integration and plugins: Email campaigns are one piece of your overall marketing strategy. It’s good if the tools used for email campaigns can integrate with your other business applications (i.e., CRM, ecommerce, social media, analytics).
  • Analytics and reports: Get insights about your messages, campaigns, and audience. The important metrics are open rates, CTRs, geolocation, how long a reader stays on your email, etc. Some tools will track your data in real-time so you can see audience actions as they occur.

Do you need email marketing software?

All businesses can benefit from email marketing software. Even if you don’t have a regular email newsletter or content, emails are a great way to promote sales, events, and connect with your customers.

The key, however, is to select email marketing software appropriate for your business needs. With so many options available, it can be easy to end up with a tool that includes features you don’t even use.

Take a look at your current email marketing strategy. Consider how it might change in the next year or two. Then, choose a software tool that fits your plan.

Maybe you want to focus solely on emails asking for referrals. Or looking to engage customers through channels other than email. In that case, we offer you a few other alternative software tools:

Our evaluation criteria

Evaluation criteria Description
Pricing How much does the software cost? What different plans are available? Are you required to commit for an entire year, or are monthly plans available?
Free trial or demo available Does the company offer a free trial or demo period for you to try out the software before purchase?
Customer service and support How does the company help assist you when using the software? What are the ways you can contact them for questions or issues?
Review score How do existing users rate the email marketing software? Based on an aggregate score from top review sites, our rating is out of 5 stars and indicates how many people reviewed the software.
Notable features What makes the email marketing service stand out? We’ve broken down the top features of each, such as email builders, audience management, and tracking analysis.

Note: The software is not listed in any order of rank or recommendation. Our aim is to put together a complete source of email marketing software, and give a clear picture of all the available options. Prices are generally based on annual billing, and may change depending on the payment plan you choose.

18 best email marketing software

Software for:

By pricing:


getresponse logo

GetResponse is a complete marketing software that focuses on helping businesses do what they need to do: generate leads, engage customers, grow their audience, and boost sales. Whether you’re a large company, entrepreneur, or marketing manager, you can choose from over 20 features to run your custom campaigns.

The features are categorized into email marketing, marketing automation, landing pages, and conversion funnels – with templates and automations to help get your campaigns off the ground.

Key features (specific to email marketing)

  • Fully customizable email templates: Easy email creation, with an intuitive email creator, mobile-focused design tools, and 5,000 free stock photos for messages that stand out in crowded inboxes
  • List management: Build and segment your growing list based on subscriber contact data and behavior, and use ready-made lead magnet or conversion funnels
  • Email analytics: Track email activity in real time, monitor subscription trends, run A/B testing, and learn which emails bring you more money
Pricing Free demo or trial Customer support Review score
Basic ($12.30/month), Plus ($40.18/month), Professional ($81.18/month), Max (Contact for pricing) Free trial available Help center, resources, live chat, webinars (for Plus, Professional, and Max) 4.1 (840 reviews)


mailchimp logo

Most email marketers have heard of Mailchimp. As an all-in-one marketing platform for small business, Mailchimp helps starting teams do big things, with all the right tools and guidance every step of the way.

The email marketing software brings your audience data, marketing channels, and insights together so you can reach your goals faster – from a single platform.

Key features

  • Audience management: Marketing CRM tools that turn audience data into insights, allowing marketers to build stronger relationships and drive better results
  • Creative tools: Easy-to-use design and content tools, flexible templates, and an AI-powered creative assistant
  • Marketing automation: Add a personal touch with send time optimization, customized purchase paths, and even ecommerce automation
  • Integrates with Referral Rock
Pricing Free demo or trial Customer support Review score
Free (up to 2,000 contacts, 1 audience), Essentials ($9.99/month), Standard ($14.99/month), Premium ($299/month) Free plan available Email, chat support, guides/tutorials, phone (for Premium plan) 4.4 (10,741 reviews)



Omnisend isn’t another marketing automation tool for everyone. It’s tailor-made for ecommerce, helping nimble teams grow with highly-relevant emails, SMS, push notifications, Facebook Messenger, and more.

The company’s mission is to help ecommerce businesses make their marketing relevant by sending personalized messages to the right person, at the right time, using the right channel. For shoppers, that means tailored messaging and a unique online shopping experience. And for marketers, the power to rise above the promotional noise and get better results than ever.

Key features

  • Customizable forms: A combination of forms and dynamic email capture features helps transform subscribers into shoppers
  • Omnichannel automation workflows: Drive conversions by responding to ecommerce shopping behavior, sending relevant messages, and bringing customers back to their browsing session or an abandoned cart
  • All-in-one marketing automation: Manage all communication channels, audience segments, and data reports on one powerful platform
Pricing Free demo or trial Customer support Review score
Free (15,000 emails), Standard ($16/month), Pro ($99/month), Enterprise (Contact for pricing) Free demo, trial, and plan available Email, live chat, knowledge base, webinars, resource library, instructional videos, dedicated customer success manager (for Enterprise users) 4.7 (933 reviews)


sendinblue logo

Beginning as a digital agency, Sendinblue understands marketers needs tools that can efficiently scale as they grow. The email marketing platform serves small and medium-sized businesses, whether it be to manage email campaigns, send text messages, or save time with automation.

Sendinblue offers a competitively priced, cloud-based digital marketing tool for email, SMS, Facebook, chat, CRM integrations and more. With an all-in-one marketing platform, you can build stronger customer relationships and grow your business.

Key features

  • Multi-channel communication: Get the word out there with email marketing, or communicate directly with customers through chat and SMS marketing
  • Comprehensive dashboard: Keep track of all your customer details in one place, segment your audience by sending more targeted emails, and automate your marketing messages
  • Data analysis: Improve your email marketing success rates, with open and click-through reports, email heat maps, A/B testing, and real-time statistics
Pricing Free demo or trial Customer support Review score
Free (300 emails/day), Lite ($25/month), Premium ($65/month), Enterprise (Contact for pricing) Free account available Help center, Sendinblue Academy (with videos), email 4.5 (1,601 reviews)



ActiveCampaign is rated as a top email marketing software. But it does more than automate your email – it activates your entire customer experience. The platform combines the email marketing, marketing automation, and CRM tools you need to grow your relationship with your audience.

More than 100,000 businesses use ActiveCampaign to deepen their customer relationships at every touchpoint, with email marketing playing a big part in every marketing strategy.

Key features (specific to email marketing)

  • Drag-and-drop email designer: Pre-made templates to create beautiful campaigns in minutes, with the ability to send broadcasts, triggered emails, targeted emails, scheduled emails, drip campaigns, or autoresponders
  • Dynamic content: Send subscribers exactly what they want to see, with audience segments and tags, dynamic content for every condition (text and image), and personalized emails
  • Advanced analytics: Capture data for geo-targeted campaigns, track your campaigns’ spread through social media, visitor behavior on your website, and use custom fields to collect the information that matters most
  • Integrates with Referral Rock
Pricing Free demo or trial Customer support Review score
Lite ($9/month), Plus ($49/month), Professional $129/month, Enterprise ($229/month) Free demo and trial available Help resources, events, ActiveCampaign Learning Center and Study Hall, training webinars, video support, online training sessions, phone, email 4.6 (6,289 reviews)