7 email marketing software platforms we like the look of in 2025

There are a lot of great platforms out there, and although there are a few big names that automatically come to mind for most people, not every solution is right for every business or use case. So just because a certain primate is the most famous in the email marketing jungle, it doesn’t mean it’s the best option.

In this article, I’ll introduce you to 7 top email marketing software tools for 2025 with the pros, cons, and suggestions based on specific use cases. Let’s get started, shall we?

Keeping transactional emails and marketing emails separate

You might be wondering why MailerSend isn’t on this list. That’s because MailerSend is a transactional email service, not an email marketing service. ISPs (Internet Service Providers) treat different types of emails, well, differently—and with good reason. 

Transactional emails do not need opt-in consent, as they fall under the basis of legitimate interest: They contain important information about a user’s settings, account, or action they have taken. On the other hand, marketing emails need consent from the subscriber and they contain promotional messaging and offers. 

This plays a role in deliverability so email delivery infrastructures must be optimized for the types of emails they are sending. And that’s why we keep things simple at MailerSend, with a platform focused on the maximum deliverability of transactional emails. That being said, one of the features of MailerSend is SSO compatibility with other email tools, including email marketing software—but we’ll get to that soon.

How we chose the best tools for 2025

There is no one-size-fits-all solution for email marketing; different types of businesses will have different needs. We factored this into our selection to give a well-rounded list that most businesses can choose from while taking into account value for money and customer satisfaction. What’s more, most of these tools rank mid to high for deliverability in EmailToolTester’s deliverability tests. 

If you’re already well-versed in email marketing platforms, you’ll probably recognize the names on this list as they’ve each established themselves as solid solutions on the market. What’s more, we know a thing or two about email delivery ourselves, so we’re confident that we have the insights that can help you in your research for your next email marketing tool!

The best 7 email marketing tools compared

Before we get to the breakdown of each solution, this table gives a quick but detailed overview of each one so you can easily compare the features of each tool. 

1. MailerLite - Best email marketing tool for small/medium businesses

It would be a bit strange if we didn’t place MailerLite in the top spot, with it being a partner product of MailerSend. Aside from that, MailerLite is enjoyed by hundreds of thousands of businesses and regularly places high in email deliverability tests. It also has lots of great features that make it easy to both set up the basics and take more advanced email marketing steps. 

If you’re a MailerSend user, MailerLite is also a great option as you can connect your accounts with SSO, accessing both platforms via a single dashboard. Plus, you’ll enjoy a similar experience with features like the Drag & drop, HTML, and Rich-text email editors. 

Why I think MailerLite deserves a spot on this list:

User-friendly interface and intuitive builders. The simple design makes it accessible for beginners and efficient for more advanced users. The Drag & drop email builder includes a lot of pre-built blocks that make it really easy to create visually appealing, professional emails no matter your skill level. Plus, the HTML and Rich-text builders offer additional flexibility that many other platforms forego. 

Robust email automation capabilities. Powerful automations are made possible for businesses of all sizes with the visual workflow builder. You can add personalization, set up multi-trigger workflows, create e-commerce automations, and A/B test workflows. 

Landing page and website builder. Yep, not only can you create signup forms and pop-ups, but you can also build landing pages and websites with drag and drop. 

Advanced e-commerce features. MailerLite has native integrations with platforms such as Shopify and WooCommerce. When you connect a store you unlock e-commerce automation triggers, sales tracking, in-email product boxes, and pre-built e-commerce audience segments. It’s all you need to generate more sales with your e-commerce email marketing.

Pros

• Affordable pricing and great free plan: The free plan gives you 12,000 emails per month for up to 1,000 subscribers. Plus you get access to significant features like the Drag & drop builder, automation builder, websites/landing pages, forms and pop-ups, segmentation, and more 

• Award-winning customer support: Friendly humans who really want to help and are trained on all aspects of the product

• High-ranking for deliverability: MailerLite has consistently ranked as a high performer in tests by EmailToolTester

Cons

• Lacks advanced CRM features that larger businesses may need

• A rigorous approval process is used to maintain a high level of service for users. This can result in users who do not meet the requirements being rejected.

2. ActiveCampaign - Best email marketing tool for integrations

ActiveCampaign’s standout feature is probably its notable integration library (currently over 900 integrations) and the ability to utilize activity in connected apps to trigger automations. This allows businesses to connect various channels, from email and SMS to social media and support ticketing, for a seamless communication experience.

Another feature that I like is the built-in marketing CRM that allows you to track leads along with the activity and responses. Although this isn’t quite as advanced as other tools specializing in this area, it could prove to be a viable option for smaller businesses with more simple CRM requirements. 

Pros

• Easy to get started: Initial setup and creation of campaigns is straightforward and beginner-friendly 

• Great for automations: Smaller businesses can benefit from advanced automations and triggers from other platforms without having to deploy a more technical solution

• Deliverability: ActiveCampaign is among the top scorers for overall deliverability

Cons

• Learning curve for most features: Although initial setup and sending is user-friendly, other features are less intuitive and can take time for users to learn

• Pricier solution with no free plan: ActiveCampaign is more expensive than other solutions on the market and doesn’t offer a free plan. Additionally, some features, such as additional sales and CRM features, are available as paid add-ons

• Limited features: Some basic plan features such as reporting, segmentation, and automations are quite limited

3. Klaviyo - Best email marketing tool for e-commerce segmentation

Klaviyo makes our list for the top email marketing tools in 2025 thanks to its decent feature set and e-commerce focus. It offers deep integration with a number of e-commerce platforms including Shopify, WooCommerce, PrestaShop and more. But in my opinion, what really sets it apart is its advanced e-commerce segmentation and personalization features. 

In addition to being able to create targeted customer segments based on criteria such as email engagement, demographics, and purchase history, you can also create groups based on predictive analytics. This allows you to predict certain behaviors and metrics for customers, such as the expected date of next order or churn risk prediction, and use this data to create highly personalized campaigns that help build stronger customer relationships and increase conversions. 

But this comes at a cost, and you may have noticed that Klaviyo is one of the priciest tools on this list, making it a worthwhile investment only if extensive use of its e-commerce features is likely. 

Pros

• Easy integration with e-commerce platforms: Klaviyo’s native integrations have made it straightforward to connect with and pull data from a number of e-commerce tools, particularly Shopify

• User-friendly campaign and automation creation: With the drag and drop editor and email templates, it’s pretty straightforward to build campaigns and automation workflows. 

• Klaviyo community forum: The product has a very active community forum that users can access for advice, tips and support from other users

Cons

• Expensive: Klaviyo is the most expensive tool on this list and while may be a good solution for e-commerce businesses, it might be too costly for smaller organizations

• Support issues: Users commonly report that there is a long wait time for support

• Limited monthly email sends: Pricing is based on the number of subscribers, however, for each plan the number of monthly email sends is also limited

4. Constant Contact - Best email tool for event marketing

Constant Contact is a longtime player in the arena of email marketing tools, and it consistently performs high for deliverability, making it a reliable solution with many of the standard email marketing features you expect. In addition to SMS, social media, and e-commerce features, Constant Contact also includes event marketing, which is how it earned its place on this list.

This built-in functionality allows you to create landing pages, invitations, and automated event reminders, and even sell tickets directly through the platform. You can then easily collect details about attendees and track RSVPs, ticket sales, and revenue. It removes the need for a third-party event platform, which is especially useful if your organization regularly hosts events but event marketing isn’t its core business. 

Pros

• Easy creation of campaigns: Constant Contact offers an extensive template library and drag and drop email designer

• Intuitive UI: It has a user-friendly interface and features that are easy to get the hang of

• Deliverability: Ranks well for deliverability performance

Cons

• Design limitations: While the editor is easy-to-use, it lacks some customization options which sometimes makes it difficult to adhere to specific branding guidelines

• Limited features on basic plan: The Lite plan is very limited on features meaning that many organizations will need to opt for a higher-tier plan

• Lack of automation features and options: Covers basic automation needs but organizations needing more advanced workflows might struggle

• No one-click cancellation: If you want to cancel your Constant Contact account, you’ll need to call the billing team

5. Moosend - Best email marketing software for seasonal senders

Moosend is a user-friendly email marketing tool that is among the most affordable on this list. With pre-built automation templates, user behavior tracking, and a workflow builder that I think is pretty easy on the eye, Moosend is a strong contender for small businesses on a budget looking to delve into automations.

But what sets it apart from other email marketing platforms is the ability to buy credits instead of a monthly subscription, making it an ideal solution for seasonal senders. While subscriptions are based on the number of contacts and include unlimited emails, you can purchase credit packs starting at $350 for 350,000 email credits (1 credit per email). While this might be a higher upfront cost, if an organization only sends marketing emails for a few months of the year, this approach could prove to be more cost-effective and easier to manage.

Pros

• Ease of use: Moosend’s interface is very user-friendly and it has a nice campaign editor that makes it easy to create professional emails

• Affordability: Cost-effective plans and pay-as-you-go options available

• Good customer support: Users report that Moosend’s customer support is responsive and helpful

Cons

• No free plan available

• No hosted files included: Hosted files are only available for Moosend+ accounts as an add-on 

• No SLA: There is no Service Level Agreement for plans other than Enterprise

6. HubSpot - Best email marketing tool for sales and CRM

HubSpot is a well-known customer management and sales platform that also offers solutions for email marketing, content marketing, operations management, and customer service. It’s quite an expensive solution, which will eliminate it as an option for many small businesses on a tighter budget. However, if you’re already using HubSpot for its CRM software, or are looking for an all-in-one solution, it’s worth checking out as all of the HubSpot platforms work together as part of a complete business ecosystem. 

Due to its focus on specialized CRM and sales solutions, HubSpot’s Marketing Hub feature's strength lies in the ability to create sophisticated marketing automation workflows powered by data-driven customer insights. The downside is that even just the email marketing solution alone becomes very pricey, very quickly. Pricing starts at $15 per month (on an annual basis) for 1 user and 1,000 subscribers. Additional users are charged at $15, while scaling up the number of subscribers costs $155 per month for 5,000 subscribers, $301 per month for 10,000, and $594 per month for 20,000.

Pros

• All-in-one solution: HubSpot offers a comprehensive integration for all of its platforms, allowing users to manage leads and contacts, send email campaigns, create workflows, and more in one place

• Advanced automation, personalization, and segmentation: Customer data from the CRM can be utilized to create highly targeted marketing campaigns

• User-friendly interface: The email marketing tools in particular are easy to use and there are visual editors for creating campaigns, landing pages, and automations

Cons

• Very pricey: The starting price is reasonable but as you scale up in users or subscribers, HubSpot quickly becomes expensive. What’s more, if you want access to certain features, such as A/B testing, SMS marketing, and dynamic personalization, you’ll need to purchase a Professional account, which starts at $792 for 3 users and 2,000 subscribers

• Complexity: While basic features are user-friendly, HubSpot is very feature-rich and complex and if you don’t have the time, resources or need to make the most of the platform, the investment might not be worth it 

• Confusing pricing structure: HubSpot’s pricing structure is split between its platforms, each of which has different plans, add-ons, and options available

7. CleverReach - Best email tool for basic needs or beginners

CleverReach is perhaps the most basic email marketing tool on our list, but its simplicity makes it a user-friendly solution for those who are looking for a straightforward newsletter-sending platform or who are just getting started. The interface is intuitive and extremely easy to navigate, so while advanced features may be lacking, it’s quick and easy to add subscribers, create groups and segments, and build campaigns. 

The drag and drop email builder allows users to create professional campaigns and set branding options to maintain consistency across all apps. Although the content blocks available aren’t very extensive, CleverReach allows users to create their own custom elements with code. Plus, the Automation THEA feature allows you to use pre-built single- and multi-level workflow templates to create automations, and there are actually a decent number of templates available for such a simple solution.

Pros 

• Automation capabilities: There are good automation tools for a more beginner-oriented solution

• Deliverability rates: CleverReach ranks among the top most reliable email marketing tools

• Landing pages: CleverReach does include a landing page builder which might appeal to smaller organizations or individuals just starting out

Cons

• Expensive for the feature set: While it’s not overly expensive, compared to the features you can get with similarly priced competing solutions, CleverReach is on the pricier side

• Limited design options: Template customization is limited by a lack of editing capabilities

• Not yet available outside of Europe

How to choose the right email marketing platform

There are loads of great email marketing solutions available but the perfect fit for one business might be far from ideal for another. So how can you possibly choose? Well, I recommend signing up for all of the tools that tick your boxes and trying them out to see how they work for you and your team. Price is obviously an important factor, but it shouldn’t be the main consideration. Here are the other key factors you’ll want to research and test out.

How does the tool rank for deliverability?

If your emails aren’t getting delivered (or are going straight to spam) your email marketing strategy won’t reach its potential, and you’ll waste time and money not getting the results you deserve. Look for a platform with a reputation for high rates of deliverability—EmailToolTester is a good resource for getting this information. Then put the solutions you’re interested in to the test. Consider the deliverability features they provide, such as easy email authentication, anti-spam regulations, and bounce management, and see how they perform when you send out your own campaigns.

Does the tool offer the features you need the most?

And does it offer some nice extras that you could benefit from? Make a list of all of the features that are non-negotiable and another list of the features that would be nice to have. You can refer back to this when evaluating which tools to pass through the initial research stage and again when testing them out. Give a score for the functionality and usability of each feature. 

Here are some of the main features you might want to consider:

• Drag & drop and HTML email editors

• Advanced automations

• Personalization

• Segmentation

• E-commerce features

• Integrations

Does the platform provide API documentation?

If you plan to create your own custom integrations with other systems, an API and well-maintained documentation is a must. Look for platforms that provide clear, up-to-date documentation about their API and be sure to test it out before you commit. Bonus points if the solution provides decent technical support for developers.

Is the platform cost-effective for the number of subscribers and potential growth?

Most platforms base their pricing on the size of your email list, and as this number grows, the cost can quickly add up. Be sure to factor in any potential growth and how this will affect the price when evaluating tools. What’s more, you might also want to consider a solution that doesn’t limit the number of emails you send. 

What kind of customer support does the tool provide?

Good, accessible customer support is important, especially when you’re getting started with a new tool. Consider which channels will be the most beneficial and convenient for you and the hours of availability. At a minimum, you should look for a solution that offers responsive email support, even better if it’s available 24/7. Be sure to check customer reviews that specifically mention the quality of support. 

What do existing customers think about the platform?

Honest reviews from other users can provide valuable insights into a platform’s strengths and weaknesses. Look for feedback about the features that are important to you as well as customer support, deliverability, and user experience of the platform.

Onto the next step

Now you have a solid foundation for your search for the ultimate email marketing tool—and hopefully, a few options that you’re excited to try out! Remember that while a platform might look good on paper, the best way to find the ideal solution for your business is to rigorously test the tools that meet your requirements. 

By thinking about the features that are most important to you, along with cost, usability, and deliverability, you’ll be able to effectively narrow down your options in no time.