Best Email Marketing Software Comparison 2025 – Features, Pricing & U.S. Top Picks

Who this guide is for

If you run a shop, a local service, or a newsletter, this email marketing software comparison is for you. I write in plain English, at a 5th‑grade reading level. I show clear steps and real prices, so you can pick a tool in minutes.

My U.S. top picks (2025)

Side‑by‑side comparison table

Prices change by list size and sends. I list common “starter” points for fast checking, then link to live pages.

Exact pricing depends on contacts and sends. Always check the live pricing pages linked above.

How to choose (in 3 steps)

Step 1: Define your must‑haves

I make a short list: store data, CRM, or simple newsletter? If I sell online, I need store events (add to cart, purchase). If I run a local service, I care about appointments and reviews.

Step 2: Match billing style

Some tools bill by contacts (Mailchimp, ActiveCampaign, Constant Contact). Some bill by sends (Brevo). If my list is big but I send rarely, send‑based billing can save money.

Step 3: Test one core automation

I set up a welcome flow or cart‑abandon flow and send real emails for a week. If it’s hard, I switch. Tools should make my day easier, not harder.

Mailchimp: popular all‑in‑one for small teams

Mailchimp is a friendly pick when I want to start fast and grow later. I like the templates and the new AI helpers. I also like that I can run basic email automation tools for business without hiring help. Plans scale by contacts. Standard adds strong automations and data‑driven tools. The email marketing software comparison table above shows why many U.S. small teams start here. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user.

You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet. This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

HubSpot Marketing Hub: CRM + email under one roof

When a team wants email plus a full CRM, I look at HubSpot. The free plan is handy for tests. As I grow, Starter adds more power, and Pro/Enterprise give deep automation, custom reports, and strong team features. It costs more, but if I live in the CRM every day, it can replace extra tools. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user.

You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet. This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

Best fit

Sales‑led teams, B2B, and anyone who needs custom dashboards. If you want top email marketing platforms U.S. with CRM, HubSpot is a top tier option. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Pricing snapshot

Starter often begins at low per‑seat pricing. Pro and Enterprise jump in price, but include seats and higher send limits. See HubSpot’s official guide for details. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: HubSpot pricing guide, official pricing.

Klaviyo: ecommerce data and smart segments

Klaviyo is built for stores. It plugs into Shopify and tracks events like viewed product or started checkout. I can build flows that nudge buyers at the right time. If I want email marketing solutions for eCommerce, this is a leader. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user. You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet.

This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

Why I like it

Great segments out of the box, strong revenue tracking, and solid SMS options. A free plan helps tiny stores start. Expect prices to rise as your profile count grows. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: Klaviyo pricing, 2025 billing changes.

Brevo (Sendinblue): send‑based billing and strong value

Brevo is my “budget hero.” It bills by email sends, not contacts. If my list is large but I send monthly, I can save a lot. The free plan allows daily sends with limits. Starter lifts daily caps and stays low cost, making it affordable email marketing software for many U.S. teams. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user.

You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet. This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

Good for

Local shops, nonprofits, and service pros who send newsletters or monthly promos. SMS and WhatsApp are there when I need them. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Source: Brevo pricing (plans and send‑based model).

ActiveCampaign: serious automation and testing

ActiveCampaign is my pick when I need deep logic, site tracking, and testing. I can build complex journeys with tags, goals, and split paths. If I value control over every step, this is a top email automation tools for business platform. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user. You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet.

This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

What stands out

• Visual automations with if/else logic
• Lead scoring and CRM options
• A/B and split tests inside flows

Alongside these features, the platform’s design keeps things intuitive. You can combine them into workflows that make sense for your audience, helping you achieve steady growth without overcomplicating your strategy.

Pricing snapshot

Starter tiers begin around the cost of a lunch, but plans scale with contacts and features. No classic free plan. Try the free trial first. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: ActiveCampaign pricing, plan overview.

MailerLite: clean, simple, and easy on the wallet

MailerLite stays simple. I can build landing pages, send newsletters, and set basic automations without bloat. It’s a solid pick for small budgets that still want polished emails and a site or two. If I need email marketing tools for small business, this is a friendly start. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user.

You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet. This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

Plans

There’s a Free plan for small lists and paid tiers (Growing Business, Advanced) for more users, features, and support. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: Pricing, Plan & billing help.

Omnisend: store‑ready email + SMS with friendly pricing

Omnisend is another ecommerce favorite. I like the built‑in store automations and the clean editor. If I run Shopify/WooCommerce and want email + SMS without a big learning curve, it’s a great pick. Paid plans usually start around the price of two coffees per month. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user.

You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet. This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

Why stores pick it

Prebuilt flows, easy product feeds, and a fair free tier. It’s a nice middle ground if Klaviyo feels heavy and Brevo feels too simple. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: Pricing, 2025 plans.

GetResponse: email plus funnels and webinars

GetResponse mixes email with landing pages, funnels, and webinars. If I want to run simple funnels without extra tools, this helps. Pricing scales by list size, and there’s a free tier to test it. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user. You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet.

This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

Best fit

Info products, events, and lead gen funnels. If I need webinars and evergreen sequences, this is handy. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: Pricing plans help, Pricing & billing.

Kit (formerly ConvertKit): built for creators

Kit focuses on personal newsletters and creator income. I can send simple emails, set up automations, and sell digital goods. The free Newsletter plan is generous for new writers. Creator and Creator Pro add advanced tools and better support. This platform offers a balanced mix of user-friendly tools and scalable features, making it suitable for both beginners and growing businesses. I appreciate how it integrates essential marketing elements like automation, segmentation, and reporting without overwhelming the user. You can start small and add advanced features as your needs evolve, which ensures you don’t pay for tools you’re not using yet.

This platform adds helpful touches that save time for small teams—clean editors, starter automations, and reporting you can understand at a glance. You can begin with the basics and layer in advanced features as you grow, so you never feel locked in or overwhelmed. Support and documentation are straightforward, which makes onboarding faster for new users.

What I like

Recommendations to grow my list, a clean editor, and a simple way to sell. If I’m a solo creator, this is a calm place to work. This means you get not just the basics, but also tools that help you refine your campaigns over time. I’ve found that by experimenting with these features—like testing subject lines or automating follow‑up emails—you can quickly see what resonates with your audience. This is especially useful for small businesses that want to improve engagement without hiring a dedicated marketing team.

Sources: Kit pricing, Newsletter plan, Creator Pro.

How to set up your first automation (5‑minute quick start)

1) Pick a goal

Welcome new readers, win back carts, or re‑engage sleepy fans. Keep it to one goal.

2) Create a trigger

Trigger on signup, add‑to‑cart, or a tag. Name it clearly so future you understands it.

3) Add 3 emails

• Day 0: Thank you + set expectations
• Day 2: Your best tip or product
• Day 5: A soft offer (discount or demo)

4) Split test one thing

Try a new subject line or hero image. Keep the test simple.

5) Check the report

Open, click, and revenue (if ecommerce). If a step is weak, fix that one step first.

Helpful links (internal & external)

FAQs

What is the best email marketing software for a small U.S. business?

For most small teams, I start with Mailchimp or MailerLite. Both are easy, low cost, and have enough power for growth. If you sell online, consider Omnisend or Klaviyo because they track store events out of the box. If you need a CRM too, HubSpot makes sense. The right pick depends on your budget, list size, and how much automation you truly need.

Which platform is most affordable in 2025?

Brevo is often the cheapest if you send a small number of emails to a large list because it bills by sends, not contacts. MailerLite also stays affordable for small lists. Watch for annual discounts and nonprofit pricing. Always check the live pricing page before you buy because tiers and offers can change during the year.

What’s best for ecommerce (Shopify/WooCommerce)?

Klaviyo and Omnisend are my first stops. They use store data to power smart flows like cart, browse, and win‑back. They also support SMS if you need it. Mailchimp works for basic stores too, but if most of your revenue comes from email, the ecommerce‑first tools usually pay for themselves with better targeting and clearer revenue reporting.

What features should I care about first?

Keep it simple: a clean editor, a welcome flow, basic segments, and good reports. If you need more, add A/B tests, advanced segments, and multi‑step flows. Fancy features don’t help if you never set them up. Start with one small win and build from there.

How do I migrate without breaking things?

Export your contacts, segments, and key templates. Rebuild your core automation (welcome, cart, re‑engage) in the new tool before you change DNS or forms. Send a test to a small segment first. Most vendors offer help or free migrations on paid plans, so ask support to review your setup before you flip the switch.