This article isn’t about how your small business should be doing email marketing.
It’s not even about why your small business should be doing email marketing.
By now, we think email marketing has more than proven its worth. There’s no shortage of research that shows that email marketing generates around $36 for every $1 spent. Or that 81% of small businesses rely on email marketing as their main acquisition channel.
Plus, there are plenty of best practice tips on how to run effective, targeted email marketing campaigns available online (including our little guide here).
We’re just going to make the assumption that, as a small business owner, you already know that you want to run email marketing campaigns.
Or, that you’re already running them – but are wondering whether there’s another email marketing service that could help you run them better.
Luckily, there is a whole market of email marketing software specifically geared toward small businesses.
We’re talking about tools that are easy on the budget (or even free), simple to use, and come with all the key features you need to execute a successful email marketing strategy – whether you want to send newsletters, transactional emails, automated campaigns, or segment your contacts automatically.
So who are they, and which one should you choose for your small business?
Video Review of the Best Emailing Services for Small Businesses
Find out more about the pros and cons of the top email marketing services in this video review:
ActiveCampaign , MailerLite, Brevo, GetResponse
Small Business Email Marketing: What Should I be Looking For?
Here’s our quick checklist of things that small businesses should look for in an email provider. Some of these features may be more important to you than others, and deciding on which will help you determine which is the best email marketing service for you.
☑ Ease of use
If you’re running a small business, you probably don’t have a lot of time to dedicate to learning the ins and outs of a complex new tool. An intuitive platform with a fast, easy-to-use email editor (and ready-to-go templates, preferably) is your best bet for cutting down the time you spend on building email marketing campaigns.
☑ Segmentation
Tools that include features like forms, tagging and dynamically-generated groups will help you target your campaigns, and make sure you only send to relevant subscribers. For example, if you run a photography business, you might want to segment subscribers based on whether they are interested in family, wedding, or professional photography.
☑ Reporting
It doesn’t have to be super sophisticated (although there are tools that give you deep-level reporting if you really want it). Just something that will help you quickly see open and click-through rates, and get a feel for how your email marketing campaigns are performing.
☑ Autoresponders and Automation Workflows
Because you don’t want to be manually sending a welcome email every time someone signs up for your service! Autoresponders are an absolutely crucial part of small business email marketing (think order confirmations, renewal reminders etc). And if you want to take them to the next level, choose a tool that offers advanced automations, such as web-triggered campaigns and lead scoring.
☑ Extra features
In order to stay ahead of the competition, many email marketing tools have added extra features such as a landing page or website builder, live chat, scheduling software, CRM features, AI features, and more. As a small business, it might interest you to have all your tools under one roof, so be aware that some email service providers are more comprehensive than others (and that doesn't necessarily mean they're more expensive).
☑ Integrations
Of course, you also want an email marketing service that will easily connect to your existing software. For example, if you're running restaurant email marketing campaigns, you might want an ESP that integrates with your table booking system. Or, if you're an online store owner, you may want a platform that can insert store products into your emails, and tie sales back to specific email campaigns. Be sure to choose an email marketing service that offers integrations with your website CMS, CRM, and other key tools.
Now let’s take a look at the best email marketing services for small businesses, and how each one delivers against these criteria.
Best Email Service for Small Business (Top 15)
These are our top-rated email marketing services (ESPs):
- Brevo
- MailerLite
- ActiveCampaign
- GetResponse
- Omnisend
- Kit
- Mailchimp
- Campaign Monitor
- iContact
- Sender
- Campaigner
- Moosend
- Benchmark
- AWeber
- Constant Contact
Smart Quiz: Use Our Interactive Tool
Read on to discover all the pros and cons of each email service:
1. Brevo
Brevo is our top pick for small businesses, and it's not even a close call. For the price you pay, the feature set is genuinely hard to beat – you get email marketing, automation, transactional emails, SMS, landing pages, and a built-in CRM, all without needing to upgrade to an expensive plan. If you're a small business that wants one tool to handle a lot, Brevo is the one to start with.
Pricing:
- Up to 9,000 emails a month: $0
- Up to 20,000 emails a month: $29 per month on the Starter plan
- Up to 40,000 emails a month: $39 per month on the Starter plan
- Up to 60,000 emails a month: $55 per month on the Starter plan
Video review:
What we like: Where do we begin! Even on the free plan, you get automation, segmentation, and transactional emails, features that cost extra on most other tools. Once you hit 20k emails per month, pricing scales by email volume rather than contact count, which is a genuine money-saver as your list grows. The built-in CRM and website tracking are nice bonuses that mean fewer third-party integrations to manage.
Where they can improve: The email editor can feel a little sluggish at times, and the overall experience isn't quite as slick or intuitive as MailerLite. If you're a complete beginner, there's a small learning curve to get the most out of it. But don’t worry, we have a free Brevo starter course to help you get started.
Recommended for: Pretty much any small business, but especially budget-conscious ones that want a tool that grows with them without the price jumping dramatically.
2. MailerLite
If ease of use is your priority, MailerLite is the one. It's clean, fast, and genuinely enjoyable to use, which matters more than it sounds when you're a small business owner who just needs to get a campaign out the door without a headache. It also punches well above its price point, with a solid free plan and paid plans that won't break the bank.
Pricing:
- Up to 1,000 subscribers, 12,000 emails: $0
- Up to 5,000 subscribers, unlimited emails: $39 per month on the Growing Business plan
- Up to 10,000 subscribers, unlimited emails: $73 per month on the Growing Business plan
Note: 15% discount available for yearly payments
Video review:
What we like: The drag-and-drop editor is one of the best in this price range – fast, intuitive, and with modern templates that actually look good. You also get landing pages, automation, and solid segmentation even on lower-tier plans. The free plan is one of the more generous ones out there, allowing for 1,000 subscribers.
Where they can improve: Automations are fairly basic compared to tools like Brevo or ActiveCampaign — fine for welcome sequences and simple triggers, but not for anything overly complex. There are no templates on the free plan, and no built-in spam or design testing.
Recommended for: Small businesses and first-time email marketers who want something that's simple, affordable, and does the essentials really well.
3. ActiveCampaign
ActiveCampaign is a powerful platform, but let's be honest – it's best suited to businesses that have already moved past the “getting started” phase of email marketing. If you're a small business looking for something straightforward and affordable, this probably isn't your first stop. But if you're ready to invest in serious automation and want to centralize your CRM, email, SMS, and ad management in one place, it's hard to beat.
Pricing:
- Up to 1,000 contacts per month: $15 per month on the Starter plan
- Up to 5,000 contacts per month: $99 per month on the Starter plan
- Up to 10,000 contacts per month: $189 per month on the Starter plan
Video review:
What we like: Automations are ActiveCampaign's real strength – you can build complex workflows based on email engagement, web events, and third-party triggers like purchases or support tickets. Segmentation is advanced, reports are detailed, and the inbuilt CRM and landing page builder mean fewer tools to juggle overall. They are also very strong on the AI front.
Where they can improve: The learning curve is steep, and the pricing climbs quickly as your list grows. Worth knowing: the entry-level Starter plan is quite restricted — no automation workflows, no conditional content, and only inline forms — so you may find yourself needing a higher-tier plan sooner than expected.
Recommended for: Small businesses that have outgrown simpler tools and are ready to invest in advanced automation. If you're just starting out, we'd suggest looking at MailerLite or Brevo first.
Try ActiveCampaign for free for 14 days
4. GetResponse
GetResponse is a solid all-rounder, but it's worth being upfront: it's not the most obvious choice for a small business just getting started with email marketing. Where it really shines is for businesses that want to go beyond email – think webinars, sales funnels, online courses, content monetization, and landing pages all under one roof.
Pricing:
- Up to 500 subscribers: Free
- Up to 1,000 subscribers: $19 per month on the Starter plan
- Up to 5,000 subscribers: $54 per month on the Starter plan
- Up to 10,000 subscribers: $79 per month on the Starter plan
Video review:
What we like: The marketing automation is genuinely impressive, and the built-in webinar, course building and sales funnel tools set it apart from almost everything else on this list. If you're running online courses, events, or a more complex sales process, those features alone could justify the price. The AI product recommendation feature is also a nice touch for ecommerce businesses.
Where they can improve: To access the automation features that make GetResponse worth choosing over simpler tools, you'll need a higher-tier plan — which bumps up the cost considerably. The free plan is limited, and our experiences with their support team have been mixed. If you just need straightforward email marketing, there are better value options here.
Recommended for: Small businesses running webinars, online courses, or complex sales funnels who want everything in one place. If that's not you, Brevo or MailerLite will likely serve you better for less.
Try GetResponse for free (receive a special 10% lifetime discount through this link)
5. Omnisend
Omnisend is laser-focused on ecommerce, and that focus is both its biggest strength and its main limitation. If you run an online store, it's one of the best tools on this list. If you don't, there are better options.
Pricing:
- Up to 500 subscribers and 250 emails monthly: $0 per month
- Up to 500 subscribers and 6,000 emails monthly: $16 per month on the Standard plan
- Up to 1,000 subscribers and 12,000 emails monthly: $20 per month on the Standard plan
- Up to 2,000 subscribers and 24,000 emails monthly: $30 per month on the Standard plan
See our detailed pricing guide for more information.
Video review:
What we like: The ecommerce integrations are deep and genuinely useful – abandoned cart campaigns, product recommendation emails, and purchase-based segmentation all work really well. The free plan is notable too, giving you access to all advanced features with a reduced sending limit. Shopify store owners in particular will find a lot to love here. The landing page templates are also among the nicest on this list.
Where they can improve: Outside of ecommerce, Omnisend can feel slightly limited. The automation options are fairly narrow if you're not triggering campaigns around purchase behaviour, and there's no social media or geo-location tracking for subscribers.
Recommended for: Online store owners, particularly those on Shopify, who want deep ecommerce automation without a huge price tag. For everyone else, Brevo or MailerLite will give you more flexibility.
6. Kit
Kit (formerly ConvertKit) is a tool with a very clear audience in mind: freelancers, coaches, consultants, bloggers, and creators. If that's you, it's one of the best options on this list. If you're a more traditional small business, it probably isn't the right fit.
Pricing:
- Up to 10,000 subscribers: $0 on the free Newsletter plan
- Up to 1,000 subscribers, full features: $39 per month on the Creator plan
- Up to 5,000 subscribers: $89 per month on the Creator plan
- Up to 10,000 subscribers: $139 per month on the Creator plan
Video review:
What we like: The free plan is very generous, offering up to 10,000 subscribers (however, there are a few restrictions). The tagging and segmentation system is simple but effective, and the automation builder is easy to pick up quickly. Landing pages and opt-in forms are built in and work well for growing an audience from scratch. There are also some excellent features for newsletter monetization and getting more followers through recommendations.
Where they can improve: Email templates are minimal and very text-heavy, which won't suit everyone. Ecommerce integrations aren't as deep as Omnisend or Mailchimp, and reporting is fairly basic compared to other tools at this price point. If you need a tool that handles a wide range of business types, Kit can feel a little narrow.
Recommended for: Solopreneurs, creators, coaches, and consultants who want a clean, simple tool focused on building and nurturing an audience, and monetizing content. Not the best fit for traditional retail or service businesses.
7. Mailchimp
It’s probably the world’s best-known (and loved) newsletter tool, and for a small business, Mailchimp is definitely worthy of consideration. It comes with some with useful features, including automated emails, landing pages, A/B testing, and advanced reporting. You can also choose between a monthly plan, pay-as-you-go credits, or even a free plan (with 1,000 emails per month for up to 500 subscribers).
Pricing:
- Free plan for up to 500 subscribers and 1000 emails
- Up to 2,500 subscribers, 10,000 emails max: $45 (with adverts)
- Up to 5,000 subscribers: $75 per month
- Up to 10,000 subscribers: $110 per month
Video review:
What we liked: Mailchimp puts design front and center, giving you stylish, modern templates to work with. If you own an ecommerce, Mailchimp offers some of the best automation options out there, including abandoned cart templates and purchase confirmation emails. Reporting is superb, too, with data around social media and conversions. There are also hundreds of integrations available, making it one of the most popular email marketing services. In terms of extra features, Mailchimp now offers a website and ecommerce builder and appointment booking software.
Where they can improve: Overall, Mailchimp isn’t the most user-friendly platform, finding what you need can be tricky, and its navigation could use some work. List management isn’t the best – it doesn’t remove duplicates and lists are kept isolated from one another. It also has one of the strictest acceptable use policies, and isn’t ideal if your business deals with affiliate marketing, healthcare products, or novelty products. And it’s certainly not the cheapest provider out there – surprising, given its popularity (which just goes to show the power of great marketing!).
Recommended for: Businesses that don’t plan to send many emails regularly would benefit from Mailchimp’s flexible pay-as-you-go pricing, or even its free version. Ecommerce businesses, such as those using Shopify, might also find Mailchimp’s range of automations useful. Read more about Mailchimp in our detailed review.
8. Campaign Monitor
Another option when looking for an email service provider for small businesses is Campaign Monitor. Though perhaps not as complete as other providers on this list in terms of features, its user-friendly interface and myriad of integrations could be enough to tempt you.
Pricing:
- $9/month for 500 subscribers and 2,500 emails
- $29/month for 2,500 subscribers and 12,500 emails
- $49/month for 5,000 subscribers and 25,000 emails
- $89/month for 10,000 subscribers and 50,000 emails
What we like:
The Basic plan is pretty generous with features, so although there is no freemium plan available, at least the lower-tier account will be enough for most small businesses.
There are over 250 integrations, so you shouldn’t be missing any. The email templates are also plentiful, with modern designs.
Campaign Monitor’s interface is clean and easy to navigate. The drag-and-drop email builder is smooth and gets the job done. There aren’t quite as many content blocks as other tools such as MailerLite, but you should be able to achieve good results with what’s available.
Where they can improve:
Automation workflow triggers include the usual, ‘when a contact is added to a list’ or ‘joins a segment’, but it’s missing more advanced automations such as ‘when a subscriber makes a purchase’, ‘when a subscriber visits x page’ and or ‘abandons their cart’.
There is no freemium plan, and it doesn’t come with extra features like a landing page builder or CRM.
Recommended for:
Small businesses that want an easy-to-use email marketing platform with great newsletter templates.
9. iContact
iContact is a beginner-friendly email marketing platform that keeps things simple while still covering the essentials most small businesses need. You can manage your contact lists, create basic segments, send newsletters, and set up simple automations without dealing with an overly complicated interface.
It’s a practical option for smaller businesses that mainly want to stay organised, send regular campaigns, and occasionally run targeted email sequences like welcome emails or re-engagement campaigns.
Pricing:
- $14/month for 1,000 contacts on the Standard plan
- $27/month for 1,000 contacts on the Premium plan
- $28/month for 2,500 contacts on the Standard plan
- $41/month for 2,500 contacts on the Premium plan
What we like: iContact keeps things straightforward, which honestly makes it a good fit for small businesses that don’t need advanced automation workflows. The platform is easy to use, includes landing pages and automations on lower-tier plans, and offers clear reporting that helps track engagement and identify inactive subscribers over time. The pricing is also relatively affordable for businesses with smaller contact lists.
Where they can improve: Compared to more advanced tools, the segmentation and automation features are fairly limited. The interface and email templates also feel a little dated in places, and the monthly send limits may feel restrictive for businesses sending campaigns very frequently.
Recommended for: Small businesses and beginners looking for a simple and affordable email marketing platform without a steep learning curve.
10. Sender
Sender is a no-nonsense email marketing platform equipped with the functionality you need to create and send email newsletters and automations. It’s simple and effective but could be lacking in features for those businesses looking for an all-in-one solution.
Pricing:
- 2500/subscribers – Free (15,000 emails p/m)
- 5000/subscribers – $22/month
- 10000/subscribers – $38/month
- 15000/subscribers – $61/month
- 20000/subscribers – $83/month
What we like: Sender’s free plan is one of the more generous ones we’ve come across; it includes 2,500 subscribers, 15,000 emails p/m, autoresponders and transactional emails.
The interface is very easy to navigate, and the editor is fast. A cool plus is that you can access tons of professional photos from Unsplash directly from the editor. It also offers you plenty of fun GIFs.
The automations (also included on the free version) are surprisingly advanced, for example, you can send abandoned cart campaigns, move subscribers to different lists or set it up so that custom field values are updated automatically. The automations editor also very easy to use.
SMS and MMS have recently been added to the Standard plan and above.
Where they can improve:
Currently, Sender doesn’t offer landing pages or push notifications, though they promise these are coming soon.
Recommended for:
As a small business, cutting costs is crucial. With such a generous free option, Sender is a great choice for email marketing. If, however, you need additional features such as a landing page builder and/or CRM software, you’d be better off with ActiveCampaign, GetResponse or Brevo.
11. Campaigner
Campaigner is one of those email marketing platforms that often flies under the radar, but it offers a surprisingly strong feature set for businesses that are focused on email marketing rather than an all-in-one marketing suite. It combines advanced automation, segmentation, and testing tools with a relatively straightforward interface, making it a solid choice for growing businesses that want more control over their campaigns without the complexity of some enterprise-level platforms.
Pricing:
- $14/month for up to 1,000 contacts on the Essentials plan
- $59/month for up to 5,000 contacts on the Essentials plan
- $179/month for up to 25,000 contacts on the Essential plan
- 30-day free trial available
What we like: Campaigner offers powerful automation workflows, detailed segmentation options, and one of the strongest email testing toolsets available. Features like A/B testing, dynamic content, behavioural targeting, and purchase-based automations make it particularly useful for businesses that want to improve engagement and conversions. It also includes SMS marketing capabilities, helping you reach customers across multiple channels.
Where they can improve: The platform feels a little dated compared to newer competitors, and the interface isn't quite as intuitive as tools like MailerLite or Brevo. Pricing can also become expensive as your contact list grows, especially if you're primarily looking for a simple newsletter tool.
Recommended for: Growing small businesses and ecommerce brands that want more advanced email marketing features than MailerLite or Brevo offer, but don't necessarily need a full CRM platform like ActiveCampaign.
12. Moosend
Moosend is an affordable option, with prices starting at $9/month. It offers a drag-and-drop email builder, landing page builder, marketing automation, and detailed reporting. It's a good choice for those who need automation workflows at a low cost, and it offers many pre-built automation templates. Additionally, Moosend has detailed reporting as a key feature. Keep reading to learn more about the pros and cons of using Moosend as your email service provider.
Pricing:
- Up to 500 subscribers: $9
- Up to 1,000 subscribers: $16
- Up to 2,000 subscribers: $24
- Up to 5,000 subscribers: $48
- Up to 10,000 subscribers: $88
Video review:
What we liked:
The workflow options are endless; they include the basic autoresponders like anniversary emails, plus more advanced options related to ecommerce, like abandoned cart and upselling emails. The automation workflow editor is also pretty easy to use.
We also really liked that users have access to all features, regardless of the plan they’re on.
Where they can improve: Fairly basic tool. I had some issues with the form builder being a bit buggy. It's a shame they don't offer a free plan.
Recommended for: Businesses who need marketing automations at a low price. Check out our Moosend review to learn more.
13. Benchmark
If ease of use is at the top of your list, Benchmark is a worthy contender. Offering a simple, stripped-back interface and a fast, intuitive email editor, Benchmark offers a pleasant user experience all around. Feature-wise, they have all your basics covered, plus some nice extras such as marketing automation, spam, and design testing.
Pricing:
- Up to 2,500 subscribers: $37 per month
- Up to 5,000 subscribers: $63 per month
- Up to 10,000 subscribers: $93 per month
- Up to 15,000 subscribers: $129 per month
Video review:
What we liked: We think Benchmark have done a great job of design, in both their minimalist interface and their modern, mobile-responsive email templates. We also like that automations are presented in a workflow editor, and that they offer automation templates to help you start setting up your workflows quickly and easily.
Where they can improve: Automations aren’t as advanced as you’d find in tools like ActiveCampaign or GetResponse, and you have to pay extra ($5/mo) to upload more than 10MB of images (which you will). Though the free account gives you access to most features and allows you store unlimited contacts, you can only send 250 emails/month, which isn't many at all.
Recommended for: Business owners who need a gentle learning curve in their email tool. For more details, check out Benchmark review.
14. AWeber
AWeber has been on the email marketing scene for over 20 years, though it was only recently that AWeber updated its service, which now includes a free plan.
The free account, though it includes the same features as the paid plan, limits you to just 500 subscribers, which isn’t many at all. You’ll have a limit of 3,000 emails/month, which may be enough for some small business owners. Or you can pay $15/month for unlimited emails.
Features include A/B testing, email analytics and conversion tracking. They also have various mobile apps, so you can design and send emails on-the-go.
Pricing:
- 500/subscribers – Free (3,000 emails/month)
- 500/subscribers – $15/month (Unlimited emails)
- 2500/subscribers – $35/month
- 5000/subscribers – $60/month
- 10000/subscribers – $100/month
Video review:
What we like: AWeber’s list management features help you keep your contacts organized. You can use their automations to automatically manage subscribers via the rules you create. They also have decent support and education tools.
Where they can improve: Though this email marketing platform recently added a free plan to their offering, the paid plan prices are on the expensive side. We’d recommend you check out MailerLite or Brevo for a cheaper alternative.
Recommended for: The issue with AWeber is that, apart from customer service, there isn’t a particular area they excel in when it comes to features, making it a bit difficult to recommend over other tools. We are happy to see that they now offer a free plan, though. In this AWeber review you'll find more details.
15. Constant Contact
Constant Contact has been around since 1995. That makes them email marketing veterans, and though they have thousands of customers, you might be asking yourself if their service is right for small business owners?
Well, we have to say that their prices are slightly off-putting for companies that are just starting out and don’t have a big marketing budget. And this might be something that they could get away with if their features weren’t so underwhelming.
Pricing:
- 500/subscribers – $12/month
- 2500/subscribers – $50/month
- 5000/subscribers – $80/month
- 10000/subscribers – $120/month
Video review:
What we like: Though some of their templates look a little dated, there are a lot to choose from (including for specific niches like real estate). They offer some niche features such as appointment booking software, a website builder, and the option to take payments for events.
Where they can improve:
The prices for this newsletter tool are incredibly high compared to what they offer, and also compared to other tools. It also doesn’t offer a free plan. Its form options are pretty limited as you’re not able to add any custom fields (not great for email list building).
Recommended for: Constant Contact could be a good option if you run events. If you would likt to learn more about this platform, check this Constant Contact review.
Best Email Service for Small Business: Conclusion
Maybe you have big plans to automate your email marketing and get serious about using it as an acquisition channel.
Or, you’d just like to send out a simple little newsletter every now and then.
As we’ve shown you, there is a whole range of email marketing services available – and at least one that would suit your needs.
So, consider your budget, as well as the features that are absolutely essential. You can even compare the different tools here.
Don’t have any budget to spend? No worries – there are plenty of free email marketing tools that can work for you.
And if you’re still not sure, you can always use our Newsletter Service Smart Finder to point you in the right direction.
Email marketing doesn’t have to be complicated, and if you’ve got the right email service, you can be confident that you’re doing it in a way that’s easy, secure, and will get you results that will make the effort worthwhile. If you're in need of some tips related to lead generation through email marketing, make sure to check out our guide – it's packed full of best practices!
Got any questions about the small business email marketing tools we’ve discussed? Post them in the comments below!
You also might want to check out our detailed review of Mailchimp alternatives and see how the tools compare in the following articles:
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We keep our content up to date
27 May 2026 - Added iContact and Campaigner
13 May 2026 - General update and added Kit
17 Jan 2025 - ActiveCampaign Starter plan clarification
17 Jul 2023 - Added smart quiz
17 Mar 2023 - Changes to Mailchimp and Moosend plans
15 Dec 2022 - Smaller updates
13 Dec 2022 - Added Moosend video review
01 Dec 2022 - Omnisend video added
16 Nov 2022 - Added new MailerLite video
18 May 2022 - Moved Omnisend up
26 Apr 2022 - Updated Omnisend profile
13 Apr 2022 - Updated Mailchimp video review
24 March 2022 - Added vs articles
15 Feb 2022 - Added new video review
12 Jan 2022 - Added Campaign Monitor
16 Nov 2021 - Updated some pricing information
03 Jun 2021 - General update
1 March 2021 - Added Sender
27 Jan 2021 - Moved Omnisend up, table of contents added
10 Dec 2020 - Removed Mailify and added Constant Contact and AWeber
20 Nov 2020 - Images updated
18 Jun 2020 - Moosend added
11 Jun 2020 - Videos updated
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This article has been written and researched following our EmailTooltester methodology.
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