Best Email Marketing Software in 2027: 10 Platforms Compared
The best email marketing software depends on what you need to send, who you are trying to reach, and how much automation your business requires. Some platforms are built for simple newsletters. Others focus on ecommerce revenue, customer journeys, CRM data, or growing a paid newsletter.
Research-based comparison · 10 platforms reviewed
Which email marketing platform should you choose?
For most businesses, the right shortlist starts with the job you need the software to do. Mailchimp and MailerLite cover general email campaigns. Klaviyo and Omnisend are built around ecommerce. ActiveCampaign and HubSpot offer deeper automation and CRM capabilities. Kit and beehiiv focus on creators and newsletters.
Best email marketing software: quick comparison
Start with this overview. It shows the primary use case for each platform, rather than suggesting that every tool is equally suitable for every business.
| Platform | Best for | Free option | Pricing model | Explore |
|---|---|---|---|---|
| Mailchimp | Beginners and general-purpose campaigns | Limited free plan; check current eligibility | Contacts and sending limits | Website |
| Brevo | Budget-conscious businesses and multichannel messaging | Free plan available with sending limits | Email volume and plan features | Website |
| MailerLite | Simple newsletters and small businesses | Free plan available with limits | Subscriber count and plan | Website |
| Klaviyo | Data-driven ecommerce marketing | Limited free plan | Active profiles and email volume | Website |
| Omnisend | Ecommerce email and SMS automation | Free plan available with limits | Billable contacts and plan | Website |
| ActiveCampaign | Advanced marketing automation | No permanent general free plan advertised | Contacts and plan | Website |
| HubSpot Marketing Hub | CRM-led marketing teams | Free tools with feature limits | Marketing contacts, seats and plan | Website |
| GetResponse | Email campaigns, funnels and webinars | Free plan available with limits | List size and plan | Website |
| Kit | Creators and independent publishers | Free newsletter plan available | Subscriber count and plan | Website |
| beehiiv | Newsletter businesses and monetization | Free Launch plan available | Subscriber count and plan | Website |
Free-plan availability and limits can change. Check the vendor’s current plan page before signing up.
How we compare email marketing platforms
A low starting price does not automatically make a platform a good choice. The cost and usefulness of an email marketing tool depend on your list size, sending frequency, automation needs and integrations.
For this comparison, we use the following criteria:
- Campaign creation: How easily can a user design, edit and schedule emails?
- Audience management: Does the platform support tags, segments, custom fields and behavioural targeting?
- Automation: Can users build welcome sequences, abandoned-cart flows, lead nurturing and lifecycle journeys?
- Integrations: Does it connect with common ecommerce, CRM, website and analytics tools?
- Reporting: Can users understand campaign engagement and business outcomes?
- Pricing: What drives the bill as the contact list and sending volume grow?
- Scalability: Can the platform support more advanced workflows without forcing an expensive migration?
This is a research-based editorial comparison using publicly available product information and vendor documentation. It is not a claim that PreferWise independently tested every platform or measured inbox placement across providers. Feature availability and prices should be confirmed on each vendor’s current website.
The 10 best email marketing platforms in 2027
1. Mailchimp
Best for beginners and general-purpose email marketing
Mailchimp is a familiar starting point for businesses that want to create newsletters, promotional campaigns and basic automated email journeys. Its campaign editor, templates and integrations make it useful for teams that need a general email marketing platform without building a complicated marketing operation.
Mailchimp also offers audience tools, landing pages, forms, reporting and integrations with ecommerce and business applications. The exact automation and reporting features available depend on the subscription tier.
What works well
- Accessible campaign creation tools and a large template ecosystem.
- Useful integrations for common website and ecommerce setups.
- Suitable for businesses starting with newsletters and promotional campaigns.
Limitations to consider
- Advanced features and automation depend on the selected plan.
- Contact-based pricing can become more expensive as an audience grows.
- Businesses with complex customer journeys may eventually need a more specialised platform.
2. Brevo
Best for budget-conscious businesses and multichannel communication
Brevo combines email campaigns with marketing automation, SMS, transactional email and customer relationship tools. It can suit a business that wants more than a newsletter sender but does not need a large enterprise marketing suite.
One of its main differences is its email-volume-oriented pricing approach. This can be useful for businesses with a relatively large contact database that sends less frequently. However, the right plan still depends on monthly sending volume and the features required.
What works well
- Combines marketing and transactional email capabilities.
- Includes SMS and other communication options.
- Volume-based pricing can be useful when contact count is high but send frequency is moderate.
Limitations to consider
- Some automation, reporting and collaboration features require higher plans.
- Businesses should calculate costs using their expected monthly sends.
- SMS and additional channels can add to the total cost.
3. MailerLite
Best for simple newsletters and small businesses
MailerLite focuses on making email marketing approachable. It provides campaign creation, signup forms, landing pages, subscriber management and automation features. This makes it a practical option for small teams that want to build an email list and communicate with subscribers without a complicated setup.
It is particularly relevant for service businesses, small online stores, bloggers and publishers that need regular newsletters and straightforward automated sequences.
What works well
- Relatively straightforward campaign creation and list management.
- Landing pages and forms help businesses collect subscribers.
- Useful for newsletters and common email sequences.
Limitations to consider
- Complex lifecycle marketing may require a more advanced platform.
- Available features depend on the current plan.
- Check subscriber limits and upgrade thresholds before importing a large list.
4. Klaviyo
Best for data-driven ecommerce marketing
Klaviyo is designed around customer data and ecommerce marketing. It connects customer profiles, shopping activity and campaign engagement to support targeted messages across email and other channels.
For online stores, this can support welcome series, abandoned-cart messages, browse-abandonment campaigns, post-purchase flows and customer win-back journeys. Its value is strongest when the store has enough customer data to make segmentation and personalisation useful.
What works well
- Strong ecommerce-oriented segmentation and customer profiles.
- Supports automated journeys triggered by customer behaviour.
- Useful for stores that want to connect campaign activity with customer and purchase data.
Limitations to consider
- Pricing can rise as active profiles and sending requirements increase.
- Its depth may be unnecessary for a business that only sends occasional newsletters.
- Stores need to maintain clean customer data and sensible consent practices.
5. Omnisend
Best for ecommerce email and SMS automation
Omnisend is an ecommerce marketing platform built to help online stores communicate with customers through email, SMS and web push notifications. Its ecommerce workflows can support welcome messages, abandoned carts, order-related follow-ups and customer re-engagement.
Omnisend is especially relevant for Shopify and other ecommerce merchants who want campaign creation and automated customer journeys in one platform. Its segmentation and store integrations help marketers use shopping and customer activity to make messages more relevant.
What works well
- Combines email campaigns with ecommerce-oriented automation.
- Supports customer segmentation and behavioural workflows.
- Includes web push notifications alongside email features.
- Can be a practical option for stores that want email and SMS capabilities in the same platform.
Limitations to consider
- It is primarily designed for ecommerce, so it may be more than a newsletter publisher needs.
- Billable contact counts can include contacts beyond the obvious subscriber list, depending on platform rules.
- SMS credits and country-specific rates need to be calculated separately.
Omnisend’s published pricing information lists a free plan with up to 500 monthly emails and 250 contacts. Its help centre lists Standard from $16/month and Pro from $59/month, although the actual price changes with the number of billable contacts. SMS is separately priced and availability depends on the plan and subscription terms.
Explore OmnisendCheck the current pricing calculator and SMS terms before subscribing.
6. ActiveCampaign
Best for advanced marketing automation
ActiveCampaign is aimed at businesses that need more than scheduled newsletters. Its automation builder supports customer journeys based on actions, tags, conditions and engagement. Depending on the plan, it also offers CRM and sales-related capabilities.
This makes it relevant for B2B businesses, service providers and growing companies with multiple lead stages. Teams can use it to nurture prospects, follow up after specific actions and coordinate marketing with sales processes.
What works well
- Flexible automation for multi-step customer journeys.
- Useful for lead nurturing and sales follow-up processes.
- Can support more complex segmentation than basic newsletter tools.
Limitations to consider
- It can take time to configure and manage advanced workflows.
- Pricing depends on list size and selected features.
- May be excessive for a business that only sends occasional campaigns.
7. HubSpot Marketing Hub
Best for CRM-led marketing teams
HubSpot Marketing Hub is part of a broader customer platform that connects marketing activity with CRM records, sales processes and customer service data. Its email marketing features are most useful when a business wants campaign activity to sit alongside lead management and customer information.
Marketing teams can use it for forms, landing pages, lead nurturing, campaign reporting and automation. The value depends on how much of the wider HubSpot platform the business already uses.
What works well
- Marketing activity can be connected to CRM records and sales processes.
- Useful for lead capture, nurturing and campaign measurement.
- Can reduce the need to manage disconnected marketing and sales tools.
Limitations to consider
- Professional and Enterprise editions can be expensive for smaller teams.
- Seats, marketing contacts and onboarding requirements can affect total cost.
- Its full value is harder to justify if you do not need the wider CRM platform.
8. GetResponse
Best for email campaigns, funnels and webinars
GetResponse combines email marketing with landing pages, signup forms, automation and additional marketing tools. Depending on the plan, it can also support funnels, ecommerce campaigns and webinar-related workflows.
This makes it useful for businesses that collect leads through landing pages and then nurture them through email sequences. It may also suit educators, consultants and businesses that use webinars as part of their acquisition process.
What works well
- Combines email campaigns with landing pages and lead capture.
- Useful for businesses that run funnel-based campaigns.
- Offers different plan levels for different marketing requirements.
Limitations to consider
- Some advanced automation and ecommerce features are restricted to higher plans.
- Users should check the exact workflow limits of the selected tier.
- Businesses that only need newsletters may not use the broader feature set.
9. Kit
Best for creators and independent publishers
Kit, formerly known as ConvertKit, is built for creators who use email to build an audience and sell products, subscriptions or services. Its tools include subscriber management, forms, landing pages, email sequences and creator-focused monetization features.
Rather than trying to be a complete marketing suite for every business, Kit focuses on helping creators communicate consistently with subscribers. It can be a good fit for writers, educators, coaches and independent publishers.
What works well
- Designed around creator newsletters and audience relationships.
- Supports forms, landing pages and automated email sequences.
- Includes features for creators who sell products or subscriptions.
Limitations to consider
- It may not be the best fit for complex ecommerce operations.
- Large marketing teams may need more advanced reporting and CRM connections.
- Check subscriber limits and automation access across plans.
10. beehiiv
Best for newsletter businesses and monetization
beehiiv is a newsletter publishing platform with audience growth and monetization tools. It combines email newsletters with a website, subscriber management, recommendations and paid newsletter features on eligible plans.
It is a different proposition from a traditional business email marketing tool. Its strongest use case is a publication that wants to grow a reader base and earn revenue through subscriptions, sponsorships or other newsletter-related products.
What works well
- Combines a newsletter with a hosted publication website.
- Offers audience growth and recommendation features.
- Paid plans include monetization and automation features.
Limitations to consider
- It is designed for newsletter businesses, not every type of email marketing operation.
- Some monetization and automation capabilities require paid plans.
- Businesses needing detailed CRM workflows may prefer another platform.
Email marketing software pricing compared
Pricing is difficult to compare because vendors do not all charge in the same way. Some primarily charge by the number of contacts or active profiles. Others use monthly email volume. Some also charge separately for seats, SMS credits, onboarding or additional features.
| Platform | Pricing model | What can increase the bill? | Pricing page |
|---|---|---|---|
| Mailchimp | Contacts and plan limits | Audience growth, send limits and premium features | Official pricing |
| Brevo | Email volume and plan | Higher monthly send volume and add-ons | Official pricing |
| MailerLite | Subscribers and plan | List growth and higher-tier features | Official pricing |
| Klaviyo | Active profiles and email volume | Profile growth and additional messaging products | Official pricing |
| Omnisend | Billable contacts and plan | Contact tiers, SMS credits and plan upgrades | Official pricing |
| ActiveCampaign | Contacts and plan | List growth, advanced features and seats | Official pricing |
| HubSpot | Edition, seats and marketing contacts | Higher editions, contacts, seats and onboarding | Official pricing |
| GetResponse | List size and plan | List growth and advanced tools | Official pricing |
| Kit | Subscribers and plan | Audience growth and advanced creator features | Official pricing |
| beehiiv | Subscribers and plan | Audience growth and paid-plan features | Official pricing |
What do the advertised prices actually mean?
An entry-level price is only useful when you know the list size, sending allowance and features it covers. A low price for a small list may not remain low after the audience grows or the business starts using advanced automation.
- Contact-based pricing: Your bill generally increases as the number of billable subscribers or profiles grows.
- Send-volume pricing: Your bill is driven more directly by the number of emails sent in a billing period.
- Seat-based pricing: Additional team members can increase the subscription cost.
- Usage-based add-ons: SMS, transactional messaging or additional services may be charged separately.
For a deeper cost comparison, see our guide to marketing automation software pricing .
Which email marketing software is best for your business?
The best platform depends on the type of messages you send and the customer journey you need to manage. These recommendations are based on product positioning and feature fit.
Best for small businesses
MailerLite, Brevo and Mailchimp are sensible starting points. MailerLite suits straightforward newsletters and forms. Brevo is worth considering when transactional email or additional messaging channels matter. Mailchimp may fit teams that value its broad integration ecosystem.
Best for ecommerce stores
Klaviyo and Omnisend deserve the closest comparison. Both are designed around ecommerce customer activity and automated campaigns. Compare the segmentation tools, store integration, workflow requirements, billable contact rules and SMS pricing before choosing.
If ecommerce is your main requirement, read our upcoming comparison of Klaviyo and Omnisend alongside the dedicated ecommerce software guide when available.
Best for advanced marketing automation
ActiveCampaign and HubSpot Marketing Hub are better candidates when you need multi-step lead nurturing, customer journeys and connections between marketing and sales. HubSpot is especially relevant when your team already uses its CRM. ActiveCampaign is worth examining when workflow flexibility is the main requirement.
You can also compare these options with our guide to the best marketing automation software .
Best for creators and newsletters
Kit and beehiiv are designed for creator-led publishing. Kit focuses on audience relationships, sequences and creator products. beehiiv puts more emphasis on newsletter publishing, audience growth and monetization.
Best for B2B marketing
ActiveCampaign and HubSpot are worth evaluating for B2B teams that need lead nurturing, segmentation and CRM connections. The right choice depends on sales-process complexity, reporting needs and the existing technology stack.
See our separate guide to B2B marketing automation platforms .
How to choose the right email marketing software
Before signing up, write down what you expect the platform to do over the next 12 months. A short list of requirements can prevent you from paying for features you will not use or choosing a tool you will outgrow.
1. Define the main job
Decide whether you need newsletters, promotional campaigns, ecommerce automation, lead nurturing, transactional email or a combination. A newsletter publisher and a Shopify store do not have the same requirements.
2. Check the automation builder
Look at the triggers, conditions, delays, branching and actions available in the plan you intend to buy. Check whether you can build the journeys you actually need, such as welcome sequences, abandoned-cart reminders and post-purchase messages.
3. Understand the billing model
Calculate the likely cost at your current audience size and a realistic future size. Check how the provider counts active contacts, unsubscribed profiles and non-subscribers. If you send frequently, compare monthly sending allowances as well.
4. Check integrations before committing
Confirm that the platform connects with your ecommerce store, CRM, analytics tools, website forms and other systems. Do not assume that an integration includes every event or data field your workflows need.
5. Review consent and deliverability controls
Look for support for unsubscribe management, suppression lists, consent records, domain authentication and bounce handling. You should also understand the provider’s policies for imported lists and sender reputation.
6. Test the editor and reporting
Build a real test campaign and check how it renders on mobile and desktop. Review the reporting available for clicks, bounces, unsubscribes and conversions. Open rates can be affected by privacy features, so do not use them as the only measure of campaign performance.
What to check before switching email marketing platforms
Moving to another provider involves more than exporting a CSV and importing it into a new account. Plan the migration so that you preserve the data and permissions needed to communicate with subscribers.
- Export your data: Keep contact fields, tags, segments, consent records and relevant engagement history where available.
- Review consent: Do not treat an imported address as permission to send marketing email. Preserve the original consent status and source.
- Rebuild automations: Document triggers, exclusions, delays, branches and exit conditions before recreating workflows.
- Authenticate your domain: Configure SPF, DKIM and DMARC as required by the new provider and your sending setup.
- Check integrations: Reconnect forms, ecommerce events, CRM syncs and analytics tracking.
- Test before full rollout: Validate links, personalisation, suppression logic, rendering and tracking with a small test audience.
- Plan the transition: Avoid sending duplicate campaigns from both systems and monitor bounces and complaints during the change.
Frequently asked questions
What is the best email marketing software in 2027?
There is no single best platform for every business. Mailchimp and MailerLite are worth considering for general campaigns, Brevo for multichannel communication, Klaviyo and Omnisend for ecommerce, ActiveCampaign and HubSpot for more advanced marketing workflows, and Kit or beehiiv for creators and newsletters.
Which email marketing platform is best for small businesses?
MailerLite, Brevo and Mailchimp are useful starting points. Compare their free-plan restrictions, monthly sending limits, integrations and the cost of growing your subscriber list before deciding.
What is the best free email marketing software?
Brevo, MailerLite, Kit, beehiiv, Klaviyo and Omnisend offer free options, but their limits are different. Check subscriber allowances, monthly sends, automation access, branding and support before relying on a free plan for ongoing campaigns.
Is Klaviyo better than Omnisend?
It depends on the store’s data, automation and channel requirements. Both are ecommerce-focused platforms. Compare their integrations, segmentation, workflow capabilities, billable contact definitions and total email and SMS costs using your own list size.
What is the difference between email marketing and marketing automation?
Email marketing focuses on creating and sending email campaigns. Marketing automation covers broader workflows that respond to customer actions across a journey. Email is often one of the channels used within those workflows. Read our guide to marketing automation software for a wider comparison.
How much does email marketing software cost?
Costs vary by contact count, email volume, plan, seats and add-ons. Some platforms have free plans, while paid subscriptions can increase as your audience and sending needs grow. Always calculate the cost using your expected usage rather than relying only on the advertised entry price.
Can I use email marketing software for ecommerce?
Yes. Platforms such as Klaviyo and Omnisend are designed for ecommerce use cases such as abandoned-cart messages, post-purchase journeys, customer segmentation and promotional campaigns. General-purpose tools may also support ecommerce, but check the available store integrations and automation features.
How many email subscribers do I need before paying?
There is no universal subscriber threshold. A small business may need paid automation or integrations before its list becomes large, while a publisher may be comfortable using a free plan for longer. Upgrade when the free plan limits a requirement that matters to your business.
Does email marketing software guarantee inbox delivery?
No. A provider can offer authentication tools and deliverability guidance, but inbox placement also depends on sender reputation, consent, list quality, engagement, message content and recipient mailbox policies. No platform can guarantee that every email reaches the inbox.
Final verdict: which email marketing software should you choose?
The right choice comes down to the work you need the software to handle. A creator sending a weekly newsletter has different needs from a Shopify store running abandoned-cart campaigns or a B2B team nurturing sales leads.
For general email campaigns: Start by comparing Mailchimp, Brevo and MailerLite.
For ecommerce: Put Klaviyo and Omnisend on your shortlist.
For advanced automation: Compare ActiveCampaign and HubSpot Marketing Hub.
For funnels and webinars: Evaluate GetResponse.
For creators and newsletters: Compare Kit and beehiiv.
Before making a decision, test the campaign editor, confirm the integrations you need and calculate the price at your expected list size. The cheapest entry plan may not be the most affordable option once your audience grows.
Still comparing email marketing platforms?
Explore more software comparisons and guides from PreferWise to understand the features, pricing and trade-offs before choosing a platform.
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Sources and further reading
Product features, plan availability and pricing can change. The following official vendor pages should be used to confirm current details before purchasing.