Best Email Marketing Software for Small Businesses in 2027
A small business needs email software that is cheap to start, simple to run and does not punish growth. The best choice depends less on feature lists than on your list size, how often you send and whether you sell online. This guide compares the main options using each vendor’s current prices and free plans. Here is what to know about email marketing software for small business before you decide.
Which email marketing tool is best for a small business?
- Best all-rounder: MailerLite, with a free plan and simple subscriber-based pricing.
- Best value for big lists, light sending: Brevo.
- Best for stores: Omnisend.
- Best for familiarity and integrations: Mailchimp.
- Best for automation-heavy growth: ActiveCampaign.
Prices were read from vendor pages on 6 November 2026.
Email marketing software for small business: small business email marketing compared
| Tool | Free plan | Paid from | At 1,000 contacts | Best for |
|---|---|---|---|---|
| MailerLite | 250 subscribers, 2,500 emails | Comfort $12/mo (500) | $19/mo Comfort (monthly) | Simple newsletters and sites |
| Brevo | Free, 300 emails/day | Starter $9/mo | $9/mo (4,000 emails) | Budget and transactional email |
| Mailchimp | 500 sends, no automation | Essentials $8.86/mo | $29.99/mo Standard | Familiar, broad platform |
| Omnisend | 250 contacts, 500 emails | Standard about $16/mo | $20/mo Standard | Online stores |
| EmailOctopus | 2,500 subscribers | Pro about $9/mo (yearly) | Check slider | Cheap newsletters |
| ActiveCampaign | None | Starter $15/mo (annual) | $15 to $79/mo | Advanced automation |
Sources: vendor pricing pages, 6 November 2026. Plans are not equivalent; Brevo Starter excludes automation.
The best options in detail
1. MailerLite
Free covers 250 subscribers, 2,500 emails and 3 automations. Comfort adds 50 automations, 3 seats and 10 sites and forms; at 10,000 subscribers it costs $89 a month on monthly billing.
Pricing: Subscribers
Watch out for: Free has knowledge-base support only.
Our take: Our default recommendation for a small team.
2. Brevo
Brevo’s free plan allows 300 emails a day with no expiry. Starter is $9 a month for 5,000 emails and Standard, with automation, is $18.
Pricing: Emails sent
Watch out for: Starter lacks automation.
Our take: Best if you send less than your list size suggests.
3. Mailchimp
Standard gives up to 200 flows, dynamic content and 5 seats; promotion is 50% off for 12 months.
Pricing: Contact bands
Watch out for: The price doubles after the promotion and the free plan is limited.
Our take: Fine, but compare before choosing. See Mailchimp pricing.
4. Omnisend
Ecommerce workflows are on the free plan, and Standard is about $132 a month at 10,000 contacts.
Pricing: Contacts
Watch out for: SMS needs Pro.
Our take: The pick if you sell products. See the Omnisend review.
5. ActiveCampaign
Starter $15, Plus $49 and Pro $79 a month at 1,000 contacts on annual billing, with a 30-day money-back guarantee.
Pricing: Contact bands
Watch out for: No free plan and steep price rise ($375 Pro at 10,000).
Our take: Choose it if automation is your growth engine.
Email marketing software for small business: how to choose
Start free
Try MailerLite, Brevo or EmailOctopus before paying anything.
MailerLite or ActiveCampaign
Simple newsletters or advanced follow-up.
Also see marketing automation for small business and the pricing comparison.
Email marketing software for small business: what Small-Business Email Costs by List Size
For a small business the first twelve months matter more than the enterprise features. Here are the entry paid plans recorded on 6 November 2026.
| List size | Mailchimp Std | MailerLite Comfort (yearly) | Omnisend Std | Klaviyo | ActiveCampaign Starter (yearly) |
|---|---|---|---|---|---|
| 500 | $13.27 | $10.80 | $16 | $20 | — |
| 1,000 | $29.99 | $17.10 | $20 | $30 | $15 |
| 2,500 | $44.41 | $29.70 | $44 | $60 | $39 |
| 5,000 | $66.91 | $44.10 | $81 | $100 | $79 |
Mailchimp Essentials starts at $8.86 for up to 500 contacts. Brevo Starter is $9 for 5,000 emails per month. Kit Creator is $33 at 1,000 subscribers. Dashes mean no data captured.
MailerLite is the lowest in this table at most sizes; Mailchimp is competitive; Klaviyo is the dearest. Free plans exist at all of these vendors for very small lists.
Pick by Type of Small Business
| Business type | Good fit | Why |
|---|---|---|
| Local services (salon, trades, clinic) | MailerLite, Brevo | Low cost, simple automations, SMS options on Brevo |
| Online store | Omnisend | Ecommerce workflows from the free plan |
| Coach or consultant | Kit, MailerLite | Creator-focused or simple tools |
| Professional services with leads | ActiveCampaign | Automation and CRM depth |
| Nonprofit or club | EmailOctopus, Mailchimp | Nonprofit discounts (EmailOctopus 20%, Mailchimp 15%) |
Our marketing automation guide for small business covers the next step up.
Your First 90 Days with Email Marketing
- Weeks 1–2: authenticate your domain, add a signup form, import consented contacts.
- Weeks 3–4: build a welcome email or short series.
- Month 2: send a regular newsletter on a fixed schedule and track clicks.
- Month 3: add one revenue automation relevant to your business and review results.
Mistakes Small Businesses Make
- Buying a plan for a list size you may never reach.
- Importing a purchased or old list, which risks spam complaints.
- Sending irregularly, then in bursts.
- Ignoring free plans or trials.
- Skipping consent records.
Twelve-Month Budget for a Small Business
Budgeting for the year helps avoid a mid-year surprise. The table multiplies the entry prices from the previous section by twelve. MailerLite and ActiveCampaign use yearly billing; Mailchimp, Omnisend and Klaviyo use their regular monthly prices.
| List size | Mailchimp Std | MailerLite Comfort | Omnisend Std | Klaviyo |
|---|---|---|---|---|
| 500 | $159 | $130 | $192 | $240 |
| 1,000 | $360 | $205 | $240 | $360 |
| 2,500 | $533 | $356 | $528 | $720 |
| 5,000 | $803 | $529 | $972 | $1,200 |
Rounded to the nearest dollar.
The cheapest option at each size is roughly 60–65% of the most expensive. For many small businesses the saving funds other marketing work, which is why we recommend testing the cheaper tools unless you have a clear reason to pay for ecommerce data or CRM depth.
Four Small-Business Profiles and What We Would Check
- The local service business (clinic, salon, tradesperson): lists are small, messages are appointment reminders and seasonal offers. Look for simple automations, mobile-friendly templates, and low price. MailerLite and Brevo fit; confirm SMS options if reminders matter.
- The online shop: needs abandoned cart and post-purchase flows. Omnisend includes ecommerce workflows on its free plan; Klaviyo is deeper but dearer.
- The solo professional (coach, consultant, accountant): a newsletter and a lead magnet. Kit and MailerLite are natural choices; Kit offers a free plan up to 10,000 subscribers.
- The B2B services firm: needs lead capture, nurture and a CRM link. ActiveCampaign starts at $15 a month at 1,000 contacts on yearly billing; check CRM add-on costs.
Free and Low-Cost Starting Points
| Tool | Free plan | Cheapest paid step |
|---|---|---|
| MailerLite | 250 subscribers, 2,500 emails, 3 automations | Comfort $12 monthly / $10.80 yearly at 500 |
| Brevo | 300 emails per day | Starter $9 for 5,000 emails |
| Omnisend | 250 contacts, 500 emails | Standard $16 at 500 |
| Mailchimp | 500 sends/month, no flows | Essentials $8.86 at ≤500 contacts |
| Kit | Up to 10,000 subscribers | Creator $33 at 1,000 |
Recorded 6 November 2026.
If your list is below 250 and your needs are simple, you can run on free tiers for a while. Remember that most keep vendor branding on emails, which affects how professional you look.
Compliance Basics Every Small Business Should Know
Collect consent clearly, store when and how each subscriber opted in, include your business name and postal address and an unsubscribe link in every email, and honour unsubscribes quickly. In the EU and UK, GDPR applies; in the US, CAN-SPAM. A reputable platform helps by adding required footer elements, but compliance is your responsibility. This is general information, not legal advice. For the larger comparison see best email marketing software.
Final verdict
Our take: Start free, pick the tool whose free plan matches your first bottleneck, and plan for the first paid step. MailerLite is the safest first choice; Brevo wins on value for light senders; Omnisend wins for shops. See best email marketing software for the full list.
Frequently asked questions
What is the best email marketing software for small business?
MailerLite is a strong all-rounder, Brevo offers value for light senders, and Omnisend suits online stores.
How much does email marketing cost for a small business?
From free to about $15 to $90 a month for 1,000 to 10,000 contacts on mainstream plans, per our checks.
Is free email marketing software good enough?
For small lists, yes. Check limits on contacts, sends and automation.
Should I use Mailchimp?
It remains a capable option, but compare lower-cost tools and note the 50% offer lasts 12 months.
How many contacts do I need before paying?
Free plans cover roughly 250 to 10,000 contacts depending on vendor; paid plans make sense when you hit a limit or need automation.
What features matter most?
Automation, segmentation, deliverability tools, integrations and support.
What is the cheapest email marketing software for a small business?
MailerLite Comfort at $10.80 a month for 500 subscribers (yearly billing) was the lowest in our 6 November 2026 recording, ignoring free plans.
Should a small business use a free plan?
If your list is under a few hundred and you only send occasional newsletters, a free plan is reasonable. Check the branding and send limits first.
How many contacts do I need before paying for email software?
There is no threshold. Most free plans cap at a few hundred subscribers, except Kit (10,000). Pay when you need automation, branding removal or higher limits.
Is MailerLite or Mailchimp better for a small business?
MailerLite is cheaper in our recording; Mailchimp has more integrations and a familiar interface. We have not independently tested usability.
Still comparing options?
Use the PreferWise comparison tool to put tools side by side, or ask for a free shortlist. Listings are alphabetical, with no paid placement in the directory order.
How this guide was made: PreferWise compares public product pages, pricing pages and documentation. We did not independently lab-test deliverability or inbox placement, and plans change often, so confirm current pricing on the vendor site before buying. PreferWise may earn a commission if you sign up through some links on this page; that never changes how tools are ordered or scored. See our affiliate disclosure and how we rank.