Email marketing platforms manage your subscriber list, design and send campaigns, and automate sequences such as welcome series and abandoned-cart reminders. Email remains one of the highest-return channels because you own the list.
Deliverability — whether your mail reaches the inbox — matters more than template galleries. Look at authentication support (SPF, DKIM, DMARC), list hygiene tools and how the vendor handles compliance with anti-spam laws such as CAN-SPAM and Canada's CASL.
What to look for
- Drag-and-drop editor and responsive templates
- Automation workflows and triggers
- Segmentation and personalisation
- A/B testing of subject lines and content
- Signup forms and landing pages
- Deliverability and authentication tools
How pricing works
- Pricing usually scales with contacts or monthly sends
- Free plans often cap contacts and add vendor branding
- Automation, A/B testing and advanced segmentation tend to sit in higher tiers
- Dedicated IP addresses and SMS are typically extra
Model three-year cost with our total cost of ownership calculator.
Commonly evaluated Email Marketing providers
Selected by our editors as a starting point — not ranked, and not paid placements. Ratings appear only after genuine reviews pass moderation.
Mailchimp
Klaviyo
Brevo
Constant Contact
ActiveCampaign
Kit
Questions to ask every vendor
- Are unsubscribed contacts counted in our billable total?
- What is your average inbox placement and how do you monitor it?
- Can we import double-opt-in records with consent timestamps?
- How do you handle CASL and GDPR consent records?
- What happens to automations if we exceed our plan?
Red flags
- Billing for unsubscribed or bounced contacts
- No DKIM or custom sending domain support
- Weak consent and audit records
- Steep price jumps at contact thresholds
Frequently asked questions
How often should a small business email its list?
Related guides
- How to choose business software: a 7-step buying framework
- CRM buyer's guide for small and mid-sized businesses
- The hidden costs of SaaS: total cost of ownership explained
Editorial content written by the BusinessReviews.com team following our editorial policy. Vendor names are trademarks of their owners. Verify current pricing and features with each vendor.