Maintaining solid communication through email is vital for the success of any business. Even though today there are countless ways to connect with your customers, emails remain the fundamental pillar of any marketing strategy worth its salt. However, for a promotional campaign to succeed, it takes much more than just sending emails and newsletters. This is where email marketing tools come into play.
With hundreds of platforms at our disposal, it’s common to wonder which are the best email marketing tools on the market. To answer your question, we have analyzed the main solutions on the market and verified their results firsthand. We have also compared their main features, benefits, and prices.
The one we like the most? Without a doubt, ActiveCampaign. But… what other options are ideal for your business? These are the best email marketing tools for small and medium-sized businesses (SMBs).
Which option to choose?
Comparative table of email marketing tools
| Tool | Pros | Cons | Pricing |
|---|---|---|---|
| ActiveCampaign | Advanced automation and CRM options, High delivery rate, Great scalability | Somewhat expensive in its more complete plans, Steep learning curve | From €15 per month (Starter Plan), 20% discount on annual payment |
| MailerLite | Intuitive interface, Affordable prices, Good automation system, Perfect for novice users | Somewhat limited customization and design options, Very basic reporting system | Free up to 1,000 subscribers, Paid plans from €9 per month |
| Brevo (formerly SendinBlue) | Excellent quality-price balance, Multichannel sending capability (email, SMS, WhatsApp), High delivery rate | Limited features compared to competitors, Customer service | Offers free plan (Up to 300 emails/day), Paid plans from €7 per month |
| AWeber | Easy setup, Good customer service, High delivery rate, Ideal for beginners | Limited A/B testing, Somewhat basic reports compared to competitors | From €13.85 per month, 4 months free if opting for annual payment |
The best email marketing tools for businesses (2025)
1. ActiveCampaign: The Overall Winner (9/10)
Undoubtedly, ActiveCampaign is our top choice when recommending good email marketing software for SMEs. It stands out for its powerful automation features, perfect for businesses looking to scale by optimizing their workflow models.
In addition, its integration capabilities with e-commerce platforms, CRM, and analytics software simplify the launch of any email campaign for your business.
Finally, its analytics features should be highlighted, capable of sending emails based on user behavior, as well as comprehensive reports to measure return on investment (ROI).
Who do we recommend ActiveCampaign for?
We recommend ActiveCampaign for all businesses looking for an email marketing tool with powerful automation and analytics features. It is also especially useful for e-commerce businesses that need software to customize their campaigns.
From ActiveCampaign, it is possible to send emails and multichannel messages based on user behavior, resulting in effective digital marketing strategies.
Pros of ActiveCampaign:
- Platform with powerful email automations.
- Designs that adapt to elements of Gmail, Yahoo, or Apple Mail.
- Large number of integrations.
- Includes a CRM.
- Pre-designed email sequences.
- High delivery rate and real-time analytics.
- Messaging function with websites, allowing interaction with potential customers and thus increasing conversions.
Cons of ActiveCampaign:
- Steep learning curve, especially for advanced automation features.
- Price can be high on the more comprehensive plans.
- Some of its templates require a lot of editing.
ActiveCampaign Pricing
ActiveCampaign offers different plans and prices to fit your company’s budget. These are:
- Starter: €15/month
- Plus: €49/month
- Pro: €79/month
- Enterprise: €145/month
It also offers a 14-day free trial period and 20% discounts on annual subscriptions.
Usability of ActiveCampaign
The ActiveCampaign interface can be overwhelming at first, but fortunately, once the user becomes familiar with it, it is very intuitive and easy to use.
That said, it is necessary to dedicate a few hours to learn its basic functions, and it is recommended that companies conduct workshops for using the platform.
Why do we love ActiveCampaign?
Despite not being the simplest platform on the market, it is undoubtedly the one that incorporates the best automation tools at the best price. In fact, it is comparable to those used by large organizations at much higher prices!
That is why it is ideal for SMEs seeking scalability and to improve productivity thanks to its predefined automation workflows as well as its powerful email automation journey builder.
2. MailerLite: The Best for Small Teams (8.8/10)
In second place, we highlight MailerLite, an email marketing platform perfect for small businesses looking for an intuitive yet affordable tool. However, its ease of use does not mean it is a limited option.
MailerLite has advanced features, such as templates for the different blocks of an email or the ability to add interactive elements to your emails (quizzes, surveys, carousels, etc.).
Additionally, it includes automation, segmentation, and even the possibility to create your own landing pages.
Who do we recommend MailerLite for?
We recommend MailerLite to** small businesses and teams**, as well as freelancers and startups. Its excellent balance between affordability and ease of use is what a growing company needs to successfully implement the marketing strategies for its website.
Pros of MailerLite
- Very easy to use thanks to its drag-and-drop editor.
- Highly competitive prices, including a free plan.
- Includes email templates with attractive designs.
- System for creating emails using pre-designed blocks.
- Allows adding interactive elements in the email.
- Affordable with advanced features.
Cons of MailerLite
- Some of its templates are somewhat limited.
- Although it performs analysis, the information provided is very basic and does not include segmentation features.
- Does not offer inbox preview.
MailerLite Pricing
MailerLite offers its users an** excellent balance between quality and price**, with plans designed to facilitate the growth of companies of all sizes. Its main plans include:
- Free: Up to 1,000 subscribers and only one user with up to 12,000 emails sent per month.
- Growing Business: (€9/month for 3 users) Up to 500 subscribers and unlimited email sends.
- Advanced: (€19/month) Unlimited users, up to 500 subscribers, and unlimited email sends.
- Enterprise: (Contact sales required) For companies with more than 100,000 subscribers, unlimited users, and unlimited email sends.
It is possible to** try all MailerLite plans for free -except Enterprise- for 30 days** without needing to share your credit card number. Additionally, the company offers a 10% discount if opting for an annual payment.
MailerLite Usability
MailerLite stands out from its competitors for its** ease of use**. The platform features a truly intuitive interface, allowing the creation of marketing campaigns in seconds thanks to its drag-and-drop functionality.
Thanks to its almost nonexistent learning curve, it is a perfect option for businesses that cannot afford additional training sessions for their employees.
Why do we love MailerLite?
MailerLite is a reliable choice for small companies and freelancers who need to carry out** marketing campaigns quickly and effortlessly**. Its affordable price and ease of use are just a few of its attractive features.
The platform includes a wide range of functions designed to ensure your marketing strategies flow smoothly and deliver the expected benefits to your business.
3. Brevo (SendinBlue): The best for limited budgets (8.8/10)
Brevo, formerly known as SendinBlue, is an email marketing platform known for its wide range of sending features as well as its truly affordable prices. It stands out for having a very low learning curve, allowing users with little technical knowledge to easily carry out an email marketing strategy.
One of Brevo’s most appreciated features is its ability to run multichannel campaigns that go far beyond email. This way, with just a few clicks, Brevo (SendinBlue) can send messages via SMS, WhatsApp, and even include a live chat function to connect with potential customers.
Thus, Brevo stands out as an option that is not only affordable but also truly complete thanks to its communication and automation options.
Who do we recommend Brevo (SendinBlue) for?
We recommend Brevo for small and medium-sized businesses (SMBs) looking for a multichannel email marketing platform with good automation features, without hurting their budget.
As we’ve already mentioned, Brevo (formerly SendinBlue) is the best value-for-money email marketing tool on the market.
Pros of Brevo (SendinBlue)
- Very competitive price, perfect for tight budgets.
- High sending and email open rates.
- Multichannel sending (email, SMS, WhatsApp)
- Includes live chat.
- Simple and easy-to-use interface.
- Library from which it is possible to gather all brand assets of a business.
- Has a free plan.
Cons of Brevo (SendinBlue)
- Email sending limit on its free plan.
- Very basic analysis and reporting system.
- Functions may be insufficient for advanced users.
- Customer support response time is slow.
Brevo (SendinBlue) Pricing
Brevo, (formerly SendinBlue), has plans and prices to suit all tastes, perfect for all types of businesses. Additionally, it also offers a free option, perfect for exploring Brevo’s features before committing to a monthly plan.
These are Brevo’s main plans and prices:
- Free: Up to 300 emails per day, customizable templates, drag and drop editor, allows campaigns via SMS and WhatsApp.
- Starter: (€7/month) Includes all free plan features and allows up to 500 contacts and 5,000 emails per month.
- Business: (€15/month) Includes all Starter plan features plus the ability to add users to the platform (for an extra fee), creation of 1 landing page, 500 push notifications per month.
- Enterprise: (Contact sales required) Includes all Business plan features plus unlimited contacts, management of multiple accounts from just one, advanced integrations, personalized customer support, onboarding process, enterprise-level security.
It is important to note that all Brevo plans offer a 10% discount if committing to an annual subscription.
Usability of Brevo (SendinBlue)
Brevo features a very simple and clear interface, making it very easy to use. That is why it is ideal for companies looking for a platform that does not require extra training resources.
However, it is worth mentioning that it does not have the most modern user panels on the market, which may disappoint users seeking a more aesthetically pleasing experience.
Why do we love Brevo (SendinBlue)?
Brevo is a really complete email marketing tool, easy to use, and best of all: affordable for all budgets.
It features a powerful email template creator (in addition to its more than 40 pre-designed templates), a useful brand library, and automated workflows, with WhatsApp and SMS triggers in its email sequences.
In short, it is an all-in-one platform ideal for creating an email marketing strategy without hurting your company’s budget.
4. AWeber: The Best for Beginners (8.4/10)
AWeber is a well-known email tool, perfect for omnichannel marketing campaigns. It offers a wide range of features designed for small and medium-sized businesses as well as entrepreneurs, standing out for its high email delivery rate and ease of use.
Among AWeber’s main benefits are its intuitive email builder, email segmentation, and ability to create analytics and reports on the performance of your campaigns.
But that’s not all, it also has a large number of integrations with third-party services, including sales and payment platforms like Shopify or Stripe.
Who do we recommend AWeber for?
We recommend AWeber for small and medium-sized businesses (SMBs), as well as content creators, entrepreneurs, and freelancers looking for a powerful yet easy-to-use email marketing solution.
Pros of AWeber
- Template creators based on brand assets.
- Very easy to use thanks to its drag-and-drop system.
- Landing page and form builder with integration with Shopify and Stripe.
- For greater versatility, it integrates with platforms like Canva or Unsplash.
- High email delivery rate.
- Very easy to implement in a company’s workflow.
Cons of AWeber
- Limited A/B testing.
- Somewhat basic reports and analytics for larger teams.
- Unsubscribed contacts still count towards the monthly plan.
AWeber Pricing
AWeber has three different payment plans, designed to scale as your business grows.
To determine which is best for your business, there is a 14-day free trial for the Lite and Plus plans, allowing you to test the platform’s benefits firsthand. AWeber’s plans are:
- Lite: (€13.79/month) Allows sending up to 10 times the number of subscribed contacts, 1 email list, 3 landing pages, 3 automation workflows, up to 3 users, and 1 custom segment.
- Plus: (€27.58/month) Allows sending up to 12 times the number of subscribed contacts, unlimited email lists, unlimited landing pages, unlimited email automation, unlimited users, unlimited segments, priority customer support, reports and analytics features, advanced landing page functions, sales tracking, removal of AWeber branding.
- Unlimited: (€826.50/month) Allows sending up to 15 times the number of subscribed contacts, unlimited subscribers, unlimited email lists, unlimited landing pages, unlimited email automation, unlimited users, unlimited segments, priority customer support, reports and analytics features, advanced landing page functions, sales tracking, removal of AWeber branding.
Regarding discounts, AWeber offers 4 free months of platform use if you choose annual payment instead of monthly.
AWeber Usability
AWeber features simple usability, becoming a platform accessible to all types of users. Although its interface is a bit outdated, it is very clear, so it will not pose any handicap for businesses that don’t want to spend extra on employee training.
Why do we love AWeber?
AWeber is an email marketing tool with many years of experience behind it. This translates into optimal performance, providing the necessary tools for a good marketing campaign and avoiding filler functions that bring no benefit.
In addition, it is very easy to use, being accessible even for users with limited technical knowledge.
Mailchimp, Moosend, ConvertKit… Why don’t they appear on our list?
It is likely that after reading our selected list, you will be surprised not to find well-known or recommended options like Mailchimp, Moosend, or ConvertKit. But… why haven’t we included these solutions in our list of the best email marketing tools?
Mailchimp
Despite being a quite competent email marketing tool, we believe that Mailchimp is not an affordable option for small and medium-sized businesses. This is due to its very high price, which is necessary if you want to access its most basic options. Yes, we know it has a free plan, but it is not designed for businesses with large email lists.
Moosend
Moosend was close to making the cut, but we decided to leave it off the list for several reasons. Among them, we highlight its interface and navigation menu, which are very confusing and frankly difficult to master without prior knowledge of the platform. Additionally, it lacks design testing and its emails are often sent to the spam folder.
Kit (ConvertKit)
Kit is a widely used tool for its ease of use. However, we have preferred to recommend AWeber over it because of its feature set. The customization options and templates in Kit are much more limited. In the long run, this complicates the creation of tailored emails for our clients. Additionally, it does not include spam testing, so the delivery of our emails is not guaranteed.
Use of Artificial Intelligence (AI) in Email Marketing Tools
With the rise of artificial intelligence (AI) permeating our lives and work environments, it is natural to wonder how this new technology can help you create a marketing strategy. And the question is Is a specialized tool necessary or can AI handle it?
The answer is simple: Yes, you will need a specialized tool for your email marketing campaigns. Although ChatGPT, Claude, or Gemini can be helpful when creating the content for your emails or giving you ideas for your next marketing campaign, as of today they cannot fully take care of it.
An AI is unable to ensure the sending of your emails, manage automations and segmentation of each one, as well as provide the necessary reports and analysis to guarantee the success of the campaign.
In short, it can only help you create content and generate ideas, but you will need a specialized tool if you really want to ensure the deployment of your email marketing strategy.
Which option to choose?
4 perfect email marketing platforms for your campaigns
The difference between the success and failure of an email marketing campaign is decided, in part, by the tool chosen to carry it out. We know the choice is not easy and the market is full of attractive options. But in our opinion, none surpass ActiveCampaign.
ActiveCampaign has all the key points of a good email marketing tool: a template builder, powerful segmentation, automation and personalization features, integration with a CRM, and advanced analysis and reporting tools.
For companies with tighter budgets, we recommend MailerLite or Brevo, whose features remain outstanding but without straining the business’s finances. Finally, for companies seeking stability and reliability at a reasonable price, we recommend AWeber.
But as we mentioned before, a good email marketing strategy is much more than sending emails. For it to be effective, it is necessary to research your audience, create engaging content, and adapt your campaign after analyzing the reports obtained from each sending.
We encourage you to try them all and adopt the one that best fits your business model.