G2 Icons Suggest 6 Best Email Marketing Platforms They Use

When I need the real scoop on marketing tech, I skip glossy vendor decks and ask the people knee‑deep in campaigns, aka G2 super users and icons.

These are the practitioners who’ve sent thousands of campaigns, built complex workflows, and tested every feature toggle firsthand. So I did what any curious marketer would do: I pinged a dozen G2 icons and posed a single question: Which of the best email marketing platforms are still earning their keep in 2025, and what makes them indispensable?

Their replies were honest, specific, and refreshingly tactical. Sure, a few household names came up (no surprise there), but they also gave props to lesser-known platforms that fly under the radar in most “Top 10” lists.

I’ve compiled their on‑the‑ground feedback with the latest G2 ratings so you can weigh tried‑and‑true giants against their contenders and pick the right fit.

Ready to meet the six tools that made the cut? Let’s dive in.

This piece follows up on my conversation with G2 icons about their tried-and-tested marketing automation tools, which also tapped into the firsthand insight of power users. This time, I turned the lens on email marketing, with G2 Icons revealing which platforms they actually rely on and why.

The six tools below represent the combined experience of hundreds of campaigns across industries and team sizes. And every single pick is backed by feedback from G2 icons.

1. Hubspot

• G2 rating: 4.4⭐ (based on 12,400+ reviews)
• Best for: B2B teams that want sales and marketing data in one pane and have time to master advanced workflows.

HubSpot Marketing Hub isn’t just a favorite; it’s the backbone of campaign strategy for many G2 Icons. Whether managing ABM campaigns, planning newsletters based on behavior triggers, or scoring leads with surgical precision, G2 super users consistently named HubSpot’s automation depth and reporting control as key reasons it earns its place in their stack year after year.

What stood out:

• Branching workflows with room to grow. From behavior-triggered emails to dynamic onboarding, HubSpot’s automation builder is its biggest asset. Scott Williams, G2 icon and Marketing Automation Specialist, highlights how he builds workflows that use branch checks and list logic to guide leads down the right path.
• Single‑pane analytics. Icons appreciated how HubSpot aggregates email performance, pipeline metrics, and attribution in one view; there is no more stitching reports in spreadsheets.
• Built‑in deliverability guardrails. According to Alex, HubSpot is “aggressive on deliverability,” automatically filtering out low-engagement contacts to preserve sender reputation. Several G2 icons echoed this, citing fewer bounces and stronger inbox placement.
• Trustworthy data and clean dashboards: While some Icons mentioned that advanced reporting requires configuration, the core analytics: opens, clicks, and conversions, are reliable and accessible. Purnima Rathore, G2 icon and Marketing Manager, said she uses the data to refine outreach.

What can be improved:

• Third-party integration requires manual steps: While Ankita praised HubSpot’s wide integration support, setting up and customizing certain third-party connections may require upfront configuration, especially when aligning field mapping across systems.
• Advanced analytics not intuitive: While most Icons praised HubSpot’s reporting features, Alex noted that building attribution models or exploring engagement trends over time may require deeper setup.
• Price scaling: Once you scale beyond a certain contact threshold or feature set, the cost can jump significantly. While not a dealbreaker for the G2 icons interviewed, this may matter for leaner teams.

2. Mailchimp

• G2 rating: 4.3⭐ (based on 12,700+ reviews)
• Best for: Small and midsize teams wanting slick design speed, and a generous free tier before diving into deeper automation.

Intuit Mailchimp Email Marketing is an all‑in‑one platform best known for its drag‑and‑drop email builder, 300+ integrations, and journey builder, which scales from one‑off newsletters to omnichannel automation. Mailchimp continues to be a go-to email marketing solution for G2 super users who prefer a mix of speed and simplicity. 

What stood out:

• Automation without the overwhelm. While Mailchimp doesn’t offer the multi-branch complexity of some enterprise tools, Marinos praised its breadth of automations. For his nonprofit clients, he uses pre-built automations for newsletter scheduling, follow-ups, and content series that require minimal ongoing management.
• User-friendly by design. G2 icons agree that Mailchimp is easy enough to hand off to clients or junior teammates, which is especially valuable for agencies or consultants training others. The drag-and-drop builder and clear navigation reduce friction for day-to-day work.
• Simplified analytics. Mailchimp’s reports surface key metrics like open rates, click-throughs, unsubscribes, and link performance on one screen. G2 icons noted how easy it is to access high-level performance data and drill down into individual email stats.
• Plug-and-play integrations. “Every integration I’ve created works great,” Marinos said of pairing Mailchimp with third-party platforms. Whether you’re syncing a CRM, connecting webinar tools, or integrating payment processors, the setup is designed to be quick and painless.

What can be improved:

• Limited customization for advanced users. Mailchimp’s automation builder works well for linear sequences, but it can’t match the branching workflows of platforms like HubSpot or Keap. For advanced journey mapping, power users may eventually outgrow it.
  
• Segmentation risks without structure. Sheeba’s focus on customized outreach highlights the importance of tagging and segmentation, but without strict hygiene, users risk duplicate sends or mixed-up audiences. Mailchimp’s audience management is powerful, but it requires thoughtful planning.
• Fewer CRM-native features. Mailchimp includes CRM-like functionality, but deeper integrations require third-party tools or workaround setups.

3. Smartlead

• G2 rating: 4.6⭐ (based on 200+ reviews)
• Best for: Outbound teams managing deliverability across multiple domains.

If your email strategy is more about cold outreach than marketing blasts, Smartlead might be the best-kept secret in your toolkit. While it skips the glossy design of traditional email builders, it delivers unmatched control over deliverability and inbox reputation—a must for agencies and outbound teams.

For Jimmy Rešetar, G2 Icon and Founder of a multi-client agency, Smartlead has become the platform of choice for managing multiple outbound accounts without compromising sender health.

What stood out:

• Custom automation and webhook support. Smartlead’s strength lies in its open architecture. Jimmy praised how its API and webhooks allow him to fine-tune campaigns, trigger sends based on external actions, and even run routing logic without relying on a CRM’s automation builder. 
• Designed for high-volume outbound. Smartlead is lean, focused, and meant for professionals running cold outreach. Jimmy Rešetar uses it to manage multiple domains and inboxes across a portfolio of clients, and the ability to separate brands while still having unified oversight makes it a great fit for agencies.
• Inbox performance features. Deliverability is a core value prop. Tools like inbox rotation, warm-up sequences, and blacklist monitoring help ensure emails avoid spam filters, even at scale.
• Great admin experience. Admins managing multiple clients or product lines can create separate inboxes, track domain performance, and monitor sender health, without cross-contamination between brands or teams.

What can be improved:

• Not for visual campaigns. Smartlead lacks a drag-and-drop email builder, making it a poor fit for brands sending promotional newsletters or heavily branded messages.

• Technical setup required. Jimmy acknowledged that while getting started is easy, unlocking the full potential of Smartlead, especially its integrations,  requires a bit of technical fluency.
  

• No built-in CRM or form builder. Smartlead assumes you already have lead management software and focuses only on outbound execution.

4. Mailer Lite

• G2 rating: 4.6⭐(based on 1000+ reviews)
• Best for: Solo creators and small business owners who want clean design and simplicity without sacrificing key features.

MailerLite proves that you don’t need an enterprise budget or a full-time marketing team to run beautifully branded, consistent email campaigns. For solo operators like Leigh Matthews, a G2 Icon and the founder of Therapy in Barcelona, the platform hits a rare balance between approachability and professionalism.

What stood out:

• Built for beginners who want to launch quickly. MailerLite helps users send polished campaigns in minutes. With its drag-and-drop editor and prebuilt templates, no technical setup is required, making it a go-to for solo professionals.
• Simple, focused UX. MailerLite’s UI is stripped down in the best way. Leigh emphasized how intuitive it is, even for professionals with no formal background in marketing. This makes it especially valuable for small service-based businesses that can’t afford to spend hours learning complex software.
  
• Great for email newsletters. Several respondents used MailerLite primarily for sending consistent newsletter updates, tracking open rates, and building lightweight automation for follow-ups.
• Elegant, polished results without design experience. With prebuilt templates and a lightweight drag-and-drop editor, MailerLite lets users send on-brand emails in minutes. It’s ideal for newsletters and appointment follow-ups where clarity, consistency, and accessibility matter more than flashy creative.

What can be improved:

• Limited integrations. Compared to platforms like HubSpot or Mailchimp, MailerLite supports fewer out-of-the-box integrations with third-party CRMs or webinar tools.
• Basic automation builder. While you can create sequences, MailerLite lacks the complexity and branching logic seen in more advanced tools.
• Feature lock-in by tier. Some useful features, like advanced segmentation or A/B testing, are only available on paid tiers, which may surprise free plan users.

5. Keap

• G2 rating: 4.2⭐(based on 1,500+ reviews)
• Best for: Service businesses and solopreneurs that want an all-in-one sales and marketing automation suite.

If you’ve ever tried running a small business with a patchwork of disconnected tools, you’ll understand the appeal of Keap. Built from the ground up to serve independent consultants and digital entrepreneurs, Keap eliminates tool chaos by folding email marketing into a broader business automation engine.

That’s exactly why Nancy Seeger, G2 Icon and CEO of a digital agency, chose Keap to power her operations.

What stood out:

• Automation at the core. Nancy emphasized that “the entire system is built for automation.” From welcome sequences to lead scoring, contact tagging, and task creation, Keap lets users build a custom logic system that reflects their client lifecycle.
  
• Integrated CRM that simplifies segmentation. With robust contact records and built-in tagging, Keap enables granular segmentation without having to bolt on third-party CRM software. Nancy uses this to automate nurture sequences based on behavioral data, like clicks or site visits.
• Hands-off deliverability. Keap includes built-in domain health monitoring and bounce controls to reduce the need for external tools like GlockApps or MailMonitor.
• Great for digital offers and courses. Business owners running coaching, online classes, or recurring offers were able to automate entire onboarding and upsell sequences with little ongoing input.

What can be improved:

• Learning curve for advanced features. Nancy acknowledged that while the interface is accessible, building more complex automations and workflows takes time to learn, especially for users who aren’t familiar with flowchart logic or conditional branching.
• Reporting feels outdated. While Keap does offer campaign and contact-level reporting, Nancy noted that this area could use refinement. The analytics give you the basics (opens, clicks, delivery rate), but multi-touch attribution or visual dashboards still feel clunky.
• Not designed for large teams. Keap shines in solo or small-team environments. It’s less ideal for companies that require advanced permissions, large marketing teams, or multi-department collaboration.

6. Constant Contact

• G2 rating: 4.1⭐ (based on 6600+ reviews)
• Best for: Local businesses and nonprofits that want reliable email marketing without a steep learning curve.

While some email platforms chase complexity and omnichannel dominance, Constant Contact remains grounded in reliability, ease of use, and practical reporting. It’s a tool that favors small teams looking to launch newsletters, event invites, and promotions quickly and get measurable results without heavy configuration.

That’s why Rahul Agarwal, G2 Icon and Digital Marketing Manager, continues to rely on it across multiple campaigns.

What stood out:

• Straightforward setup. Rahul emphasized how easy the platform is to learn, especially for junior team members or those new to email marketing. Its drag-and-drop email editor and clean dashboard make onboarding simple, and there’s no need for coding or technical expertise to launch a campaign.
• Good reporting for essentials. While Constant Contact doesn’t offer deep marketing automation, it does include segmentation tools and reports that are “enough for most small teams,” according to Rahul. He’s able to analyze opens, clicks, unsubscribes, and list behavior without relying on outside tools.
• Trusted for recurring outreach. Constant Contact’s templated approach is especially well-suited for organizations that send regular newsletters, event invites, and content roundups. Rahul uses it to stay in touch with audiences through multiple touchpoints, all from one dashboard.
• Reliable for basic campaigns. While it may not have the automation depth of tools like Keap or HubSpot, it’s a solid choice for straightforward email blasts, form-based list building, and announcements.

What can be improved:

• Limited automation features. Constant Contact lacks behavioral workflows, dynamic branching, or conditional triggers. If your strategy includes lead scoring or complex drip journeys, this likely isn’t your platform.
  
• Design customization is basic. While templates are easy to use, they’re also somewhat rigid. Organizations looking for highly custom-branded or coded emails may feel restricted by the editor’s limits.
  
• Not ideal for scaling. Rahul’s use case highlights the tool’s sweet spot: steady, repeatable communication for small to mid-size teams. But as businesses grow into multi-channel campaigns or start demanding more integrated CRM capabilities, they may eventually outgrow what Constant Contact offers.

Signed, sealed, and delivered

Whether you’re looking for intuitive tools that simplify email creation, platforms that integrate seamlessly with your CRM, or solutions that prioritize deliverability and performance, there’s something here for every use case.

Some platforms are ideal for solo creators and small businesses who need quick setup and clean design. Others stand out for their automation depth, helping teams build complex workflows that drive long-term engagement. Outbound-focused tools offer precise deliverability controls, while all-in-one systems help centralize marketing efforts in a single interface.

Each recommendation in this list comes from professionals who use these platforms every day. Their insights show how the right email marketing tool doesn’t just send campaigns; it powers the entire customer journey.

If you’ve used any of these tools or have another favorite, consider sharing your experience by leaving a review on G2. Your feedback helps our community grow and make better decisions.