My Experience Reviewing 10 Best Email Marketing Software

As a digital marketer, I find email marketing to be one of the trickiest but most rewarding and effective marketing tools out there.

I’ve spent most of my digital marketing career knee-deep in SEO—optimizing keywords, tracking rankings, and decoding algorithms. However, curiosity got the better of me, and I decided to experiment with a different side of marketing. I tested the 10 best email marketing software these past few months to see what all the hype was about. Spoiler alert: it was a ride.

Some days, I felt like I excelled at using these email marketing platforms. On other days, I got help from our sales and customer success teams to make sense of complex features and workflows.

Whether you’re a newbie or an experienced marketer, I am sure you will be able to relate to my thoughts below. Based on my personal experience, I’ve broken down the best email marketing tools that balance functionality, ease of use, and value.

10 best email marketing software to try in 2025: My Recommendations

When I started testing these tools, I quickly realized that email marketing software has evolved into an all-in-one platform. Traditionally, email marketing software helped us communicate with our audience by streamlining the process of creating, sending, and managing email campaigns. These platforms allowed us to design emails and segment our audience for targeted messaging. 

Not anymore! Now, they are built to handle the whole lifecycle of email marketing. These tools can help with the start of a campaign with lead generation, automation, and AI-powered personalization and the end of the campaign with tracking, reporting, and insights. Similar to other marketing tools, email marketing platforms also allow us to track performance metrics like open rates and clicks. 

So, I ended up using these tools for list management, audience segmentation, automating workflows, A/B testing, analytics, and even lead generation. However, not every tool made things easy. Some had steep learning curves, while others lacked the flexibility needed for complex campaigns.

What sets apart the best email marketing software?: My Take

Through all the testing, I kept one question in mind: “Does this tool make email marketing simpler, smarter, and more impactful?” These are some of the important factors I considered while evaluating these email marketing tools:

• Ease of use: A tool might be powerful, but it can slow you down if it’s too complex. I looked for platforms with intuitive user interfaces, straightforward navigation, and minimal learning curves. Whether it was setting up a campaign, integrating with other tools, or analyzing data, ease of use was a non-negotiable factor.

• Automation and AI features: Automation has become an integral part of modern email marketing. I prioritized tools that allowed me to set up advanced automation workflows, like nurturing leads or re-engaging dormant customers. Tools with AI capabilities, such as dynamically personalized content, earned extra points for their ability to streamline and enhance campaigns.

• Affordability and value for money: There are email marketing tools are available at all different price points. I considered tools that provided the best value for their price. I also prefer tools that give you a free trial period. In addition to free trials, I also looked at affordable pricing tiers and comprehensive features for premium users.

• Templates: I love using templates, which act as a great starting point for most email campaigns. So, I paid close attention to the quality and variety of each tool. I prioritized tools with modern, professional-looking templates that were easy to customize without needing design skills. Industry-specific templates, dynamic layouts, and mobile-responsive designs were also a bonus. 

• Analytics and reporting capabilities: Analytics and reporting play an important role in SEO and any marketing campaign. So, it was important for me that tools provided detailed analytics on open rates, click-through rates, conversions, and more. Having reporting features that turned raw data into clear, digestible insights was particularly important. This feature helped me identify what worked and what didn’t.

• Integration options: I understand the importance of integrations because they make my work so easy! So, I favored tools that seamlessly integrate with our existing CRMs, e-commerce platforms, social media, and analytics tools. These integrations ensure smoother workflows and better data syncing, enabling a unified view of marketing efforts.

• Tracking and deliverability rates: Spending time crafting a beautiful email wouldn't make sense if it doesn’t land in the inbox. I evaluated tools based on their deliverability rates and features, ensuring emails avoid spam folders, such as domain authentication and score analysis.

• Scalability: I wanted the tool to be useful, not only for solo entrepreneurs but also for businesses of all sizes. Scalability matters whether you’re a small business just starting out or an enterprise managing millions of subscribers. I prioritized tools that could grow with a business, offering flexible pricing plans and advanced features to accommodate larger campaigns and audiences.

• Customization and personalization options: I know that personalization has become a no-brainer for all domains in marketing. Hence, I valued tools that allowed for dynamic content, personalized recommendations, and custom segmentation. These features ensured that every subscriber got a message tailored to their preferences and behavior.

Whether you’re running a small business, managing campaigns for a larger organization, or just getting started with email marketing, these ten tools are worth exploring.

The list below contains genuine user reviews of email marketing software. It’s important to note that vendors offering a free trial are also considered free in this context. 

To be included in this category, a solution must:

• Enable the creation and sending of emails via HTML or WYSIWYG editor
• Provide email templates
• Allow users to preview and send test emails
• Store, track, segment, and manage email contact lists
• Provide campaign-based reporting and analytics
• Not provide additional marketing automation features in channels other than email as their core function

*This data was pulled from G2 in 2025. Some reviews may have been edited for clarity.  

1. Constant Contact

When I first signed up for Constant Contact, the first thing that stood out to me was the easy-to-use interface. For someone new to email marketing, this tool was easy to learn, with features like content assistant and templates. 

I found the tool useful not just for crafting clickable emails but also for overall campaign management. Its library of customizable templates for managing contacts and tracking results with analytics helped me stay organized.  I was able to manage contacts, track performance metrics, and even set up automated campaigns. With automation, I was able to set up welcome emails or drip campaigns. Integration is one more area I appreciated in Constant Contact. I was able to integrate the tool with social media platforms and our CRM software.

However, there are a few things I found to be lacking. Customization is where Constant Contact stumbles a bit. While the templates are great, you’re somewhat limited in how much you can tweak them. This email marketing software is not the cheapest option out there, and if you’re on a tight budget, you’ll feel the pinch. Some advanced features, like detailed analytics and more robust automation, could benefit from updates. I found the reporting and the automation features to be limiting at times.

What I dislike about Constant Contact:

• The customization options on Constant Contact can be better.  While the templates are great, I felt somewhat limited in how much I could tweak them.
• I also found that their advanced features, like automation and detailed analytics, need some improvements.

What G2 users dislike about Constant Contact:

I'm happy with the product, but as we look to onboard a CRM and do more automation in our communication, we've found other products are better suited for our longer-term needs. I'd also like the option to send emails from our address instead of the CC-modified address for more action-oriented communication vs. marketing communications. We can get that functionality with other providers that we can't get with Constant Contact. More out-of-the-box integrations and automation in actions would also help. For example, when you sign the form within this email, it is sent to path B, and an automated email goes out based on that action.

Constant Contact Review, Kimberly L.

2. Intuit Mailchimp

Intuit Mailchimp was one of the first email marketing tools I dabbled with. It is still one of the cleanest and most straightforward software to use. I was pleasantly surprised that the software has only improved with automation features.  I loved setting up email sequences for welcoming new subscribers and the thorough reporting options. One more area in which Mailchimp sets itself apart is its audience segmentation feature. I have found it useful for grouping people by location, purchase history, or engagement level, which makes targeting specific segments easy. 

What I dislike about Intuit Mailchimp:

• It took me some trial and error to figure out all the nuances of A/B testing and to perfect the email templates.
• Exporting data isn’t as seamless as I’d hoped, which is something to consider if you’re considering long-term flexibility.

What G2 users dislike about Intuit Mailchimp:

What I didn't like first is that, compared to the free version of MailChimp, it is a great alternative for small businesses just starting in the world of email marketing. However, it may be too expensive for businesses that have limited funds. As your email distribution list grows, so does the cost of your email list, and the payment tiers may be too much for some companies. In addition, MailChimp's designs do not provide all the features of MailChimp; that is, you may have to pay more to get certain tools and features. Another negative aspect is that MailChimp offers a wide variety of email templates to choose from and customize; however, if you want to make major alterations to the aesthetics or structure of your email, the customization possibilities are limited.

- Intuit Mailchimp Review, Raul B.

3. Brevo Marketing Platform

I loved how seamless the sign-up process was for Brevo Marketing Platform. No credit card is required for the sign-up process and the tool is priced reasonably. Similar to Mailchimp, the drag-and-drop editor comes in very handy when creating campaigns. I found their reusable email templates a huge time-saver. You can tweak them to fit your brand’s style and reuse them across multiple campaigns. One more feature that stands out is the API integrations. Their API is super easy to integrate with, and I’ve used it to automate some of my workflows. 

However, Brevo isn’t perfect. For starters, the free plan has a daily email limit that might feel restrictive if you’re scaling your campaigns. Another minor gripe I have is the mobile version of the platform. It’s functional but could use some polish for better responsiveness. 

What I dislike about Brevo Marketing Platform:

• I faced some limitations with their free plan, particularly the daily email cap that felt restrictive while scaling my campaigns
• I also did not enjoy the platform's mobile version, which could be more responsive and user-friendly.

What G2 users dislike about Brevo Marketing Platform:

While Brevo covers the basics very well, some more advanced features (like detailed reporting and A/B testing) feel limited compared to other platforms. The dashboard's load time is slow at times, which can get frustrating if you're managing multiple campaigns. Also, after the rebranding from Sendinblue to Brevo, the price increased rapidly, and it is already starting to be quite expensive compared to other tools.

- Brevo Marketing Platform Review, Tomáš N.

4. Systeme.io

Systeme.io surprised me with its all-in-one marketing options, including the affiliate program tools. From setting up sales funnels to managing email campaigns, the platform felt very intuitive. The tool offers some neat features like drag-and-drop editors, A/B testing for funnels, and integrations with Stripe and PayPal for seamless payment processing. Customer support is another highlight. These representatives are super responsive and genuinely helpful. 

However, I felt the platform stumbled in some cases and may not be enough for advanced users. Even though the built-in automation for email sequences is excellent, I felt it can’t quite replace some specialized tools. While the feature is perfect for most needs, I found it difficult to build complex campaign workflows. Similarly, customization options feel limited, as I’d love to tweak the dashboard to suit my style or add a few unique touches to the templates. I also faced a few hiccups, like minor lags or layout issues that can be annoying.

What I dislike about Systeme.io:

• The customization options on Systeme.io can be better.  While the existing designs are of great help to me, a little more flexibility wouldn’t hurt.
• It was perfect for most basic marketing needs but might be limiting for advanced marketers.

What G2 users dislike about Systeme.io:

There are some... Starting with the inability to use one click order bump feature. This feature is so crucial for our business and others like us that we had to use another tool just to use one click order bump feature. We have shared it in their rodmap page as well but they haven't srtarted working on it yet. Second, Their image optimisation is crap. Even if you upload the highest quality image, their software will automatically optimise the image to bring its size down (for website performance) but they don't focus on the image quality. Seems like their only purpose is to bring down the size of the image and in result, the image looks pixelated on the final site.

5. Moosend

The most helpful thing with Moosend was the step-by-step guide after onboarding. For newbies like me, this platform makes the email marketing process easy. Similar to other email marketing platforms, Moosend’s templates and drag-and-drop features made it easy to create email campaigns. The fact that it comes with a 30-day free trial allowed me to explore the different automation features. As an SEO, I understand the impact of reporting, and the tool’s detailed reports make it easy to track the important metrics. 

Similar to some of the other tools on the list, learning all about Moosend’s features will take time and effort. While the software is simple to use, getting started as a legit sender can take longer. I found that setting up DKIM/SPF records was not as streamlined as I’d like. While Moosend does integrate with several third-party tools, I felt the options were a bit limited compared to other tools. I also encountered some minor bugs and performance issues when using the tool.

What I dislike about Moosend:

• While I could figure out basic features, I found it difficult to set up the complex workflows for the campaigns.
• I also faced minor bugs or performance issues, which can be troublesome while setting up campaigns or creating reports.

What G2 users dislike about Moosend:

They are missing some basic things that I hope we'll see in the future. One thing that slows down my workflow is the lack of an album or folder for my uploaded images that I can see and edit at any time. Currently, images can only be accessed if I'm in the process of creating a newsletter. It would be helpful to be able to pre-upload my images and delete old, unneeded ones before starting the newsletter-building process. While their real-time live chat support is fantastic, email support is not as helpful. The emails I've gotten have been a little more condescending and would prevent new users from wanting to ask more basic questions.

- Moosend Review, Tracie S.

6. Instantly

When it comes to email marketing, there’s always that one tool that just clicks. For me, that’s Instantly. Here is why I think Instantly makes email marketing ridiculously simple. 

Whether you’re a seasoned pro or someone just starting, the platform’s intuitive interface feels like it was designed for everyone. I found it really easy to set up and track cold email campaigns. In addition to tracking, their reporting tools are also top-notch. You get detailed insights into your campaigns, helping you tweak and optimize as you go. The customer support was super helpful and quick to respond anytime I needed to understand a feature or troubleshoot.

So, is Instantly perfect? Not quite. While Instantly nails the basics and more, I’ve noticed their email verification tool is not as robust as I’d hoped. Their pricing is also a bit steep, even with valuable features. There’s also room for more advanced options like deeper integrations or even AI-powered content suggestions.

What I dislike about Instantly:

• Even though the tool offers many lead generation features, I found the pricing model to be a bit expensive.
• There are improvements needed in specific tools like the verification system and AI features.

What G2 users dislike about Systeme.io:

While I’m a big fan of Instantly.ai, I want to keep things balanced and not come across as a total fangirl. If I had to nitpick, the user interface for uploading contacts could use some refinement. As a solo operator, I find it manageable, but it’s a bit clunky—even for me. I can only imagine how tedious it might feel for a team juggling a larger volume of leads. That said, it’s entirely possible my struggles are self-inflicted, so take this critique with a grain of salt.

Since I’m focused on cold outreach and manually sourcing email lists, I’ve streamlined the process by uploading just the email addresses into Instantly. I keep all the extra contact details—names, notes, etc.—in a separate Google Sheet. When I get a response, I simply pull up my sheet to reference who they are. Trying to sync a full customer profile across my Google Sheets, and CRM, and Instantly felt like a giant time sink. Now, I just focus on what matters: sending emails and managing replies. Less busy work, more results.

- Instantly Review, Shelby A.

7. Salesforce Marketing Cloud Engagement

I got some help from our marketing team for this enterprise-level tool. We spent quite a bit of time with Salesforce Marketing Cloud Engagement. With features like a drag-and-drop interface and automation, this platform made creating personalized email campaigns super easy. 

Data management is another strong suit, as Salesforce integrates seamlessly with our existing CRM. This feature makes pulling in customer data for segmentation and targeting effortless. We were able to tweak our strategies by thoroughly analyzing the performance metrics for our campaigns. A/B testing was another feature that gave us a lot of valuable insights.

That said, there is a steep learning curve, especially if you’re new to Salesforce’s ecosystem. Though the tool’s interface is powerful, it isn’t always intuitive. We also faced delays in some operational issues, like setting up complex data workflows or integrations. And there was an occasional glitch in the interface or a report that just won’t load.

What I dislike about Salesforce Marketing Cloud Engagement:

• As a user, I felt that there was a steep learning curve for using Salesforce Marketing Cloud. 
• We also found some operational processes on the platform to be very time-consuming.

What G2 users dislike about Salesforce Marketing Cloud Engagement:

Onboarding new users to the Salesforce Marketing Cloud Suite is challenging due to the intense learning curve. In addition, the user interface is powerful at getting specific data back into your hands, but it feels clunky, and to use features correctly, it's assumed you've gone through a boot camp of some sort. Finally, the complexity of the suite sometimes adds problems: degraded system performances and everyday bugs interrupting workflows. In addition, the platform can be quite expensive for smaller businesses or those with restrained marketing budgets. Continuous monitoring and management through a dedicated team add to the total expense.

Salesforce Marketing Cloud Engagement Review, Muhammad S.

8. Close

What I really like about the Close platform is how it simplifies the daily grind of managing sales and keeping up with leads. 

Close has one of the most intuitive interfaces among the tools that I reviewed. I was able to quickly adapt and navigate the platform without a steep learning curve. The email integration saved me so much time. I could send, track, and even automate emails straight from the CRM. Task automation also helped me eliminate repetitive tasks so I could focus on closing deals. I also enjoyed the visual interface that let me track where every deal is and what needs to happen next. 

While Close is great for what it offers, I’d love to see more visibility on leads directly from the tasks page.  Another area I had an issue with Close was merging leads, as it got a bit tricky and time-consuming. For a person who loves reporting, the visual analytics on this platform could be improved. I missed having the option of dynamic charts and in-depth campaign metrics. And while Close is great for what it offers, it’s not the cheapest option out there.

What I dislike about Close:

• I craved more dynamic charts and advanced reporting options to better analyze campaign performance and sales trends.
• I also saw a need for improved visibility of leads, particularly from the tasks page, to streamline the workflow.

What G2 users dislike about Close:

While I really like Close.io, a few things could be better. The customization options for reports and dashboards are limited, which can be frustrating if you need something specific. It’s also a bit on the expensive side, so it might not be the best fit for smaller businesses or startups. There’s a bit of a learning curve, especially if you’re new to CRMs or coming from a simpler system. And while it does integrate with many tools, it can be tricky if you rely on specific software that isn’t supported (like Simplero).

9. Apollo.io

I worked with our Sales team to try out Apollo.io and realized how useful it is in finding leads, tracking down contact info, and streamlining outreach. The user-friendly interface and intuitive navigation make it a breeze, even for those not super tech-savvy like me. I especially appreciate the Chrome extension, which I found useful for digging through LinkedIn for leads. 

I soon realized the true value of Apollo.io’s massive database, which includes verified email addresses and phone numbers for millions of prospects. Apart from lead generation, Apollo.io helped me manage the leads, segment them, and even automate outreach campaigns. The segmentation capabilities allow you to filter contacts based on criteria like industry, job title, or company size. The automation features—like email sequencing—make it feel like I have a mini assistant working for me. 

I felt there was a steep learning curve for some of the advanced features like advanced search filters, custom fields, or API integrations. I also faced issues when I used the free version of the platform. In the free version, you are capped on how many contacts you can export or look up at once. Even with all the advanced lead generation features, there have been moments when emails bounce, or phone numbers lead nowhere. This seemed to happen more frequently when contacting smaller or less established companies. The customer support was also a hit or miss when trying to figure things out. On top of long response times, the support agents couldn’t always resolve issues effectively. This can be frustrating if you run into a problem and need immediate help.

What I dislike about Apollo.io:

• I felt that the free version of the tool was a bit restrictive when compared to competitors' more generous trial periods or free plans. 
• We faced a few inaccuracies while contacting leads, more frequently with smaller or less established companies.

What G2 users dislike about Apollo.io:

I find that a big portion of the "verified" emails still bounce or are invalid. This has led to a decrease in performance in my email campaigns. I've taken a break from using Apollo because of this issue and returned to manually finding emails. I only ever received a couple of unsubscribe-type responses from any email sent from Apollo, which was strange considering that my manually sent emails normally sit at around 2-3% response with generally positive reception. My emails also started being marked as spam a couple of weeks after starting with Apollo, even though I used the warm-up and other safety features.

Apollo.io Review, Taylor Q.

10. GetResponse

Another all-in-one email marketing software I couldn’t wait to try was GetResponse. The sign-up process was simple, and they provided a 30-day trial period without needing a credit card. The first thing that impressed me was their user interface. It is designed to help even first-time email marketers feel at home with multiple AI-powered tutorials. And, of course, my favorite features are the email and automation templates! I was happy using it to work with various pre-built automation workflows.  To stay true to what they claim, I found GetResponse to be a true all-in-one platform with options to control not just emails but chats, landing pages, and even paid ads.

On the other hand, all these options on the platform can be equally overwhelming for first-time users. I also faced an issue with the slow loading of all their tools. Though it may not seem a significant issue, I was frustrated, especially while managing more extensive campaigns or accessing analytics. Another area in which GetResponse can do better is its integration options. I faced difficulty with their integration process with other tools as it was time-consuming and tedious. Lastly, this tool may seem expensive compared to other similar options.

What I dislike about GetResponse:

• I did not enjoy the slow loading issues of the platform.
• Integrations are another area in which GetResponse can improve. Integrating with a membership platform took a lot more effort than I’d hoped.

What G2 users dislike about GetResponse:

Billing is a bit confusing. There are many plans and multiple levels in each plan depending on how many contacts you have. If you go over your contracted amount of contacts, there is no warning email or notification, they just charge you extra, making it hard to budget your business expenses. You need to keep a close eye on your subscribers to make sure you upgrade in time to a higher plan to accommodate them all.

- GetResponse Review, Jody v.

Frequently asked questions about email marketing software

What is the most popular email marketing software?

The top five email marketing software programs are Constant Contact, Intuit Mailchimp, Brevo Marketing Platform, Systeme.io, and Moosend.

Can I do email marketing for free?

Yes, many email marketing tools offer free plans with basic features like sending emails, managing small lists, and creating simple campaigns. However, advanced features like automation or analytics may require an upgrade for a paid plan.

How to choose the best email marketing software?

The best way to choose an email marketing software is to consider key email marketing requirements, email send limit, technical features, and ease of use. Consider choosing an email marketing solution that’s within your budget and meets business needs with robust features.

How does email marketing software work?

Email marketing software streamlines the process of creating, managing, and optimizing campaigns. It starts with choosing the right platform that aligns with your needs and goals. From there, you create a solid email marketing strategy, build and segment your email list, and grow it over time. The software enables you to set up automation workflows, such as welcome emails or re-engagement campaigns, making the process more efficient. 

You can maximize the impact by crafting engaging content and ensuring compliance with regulations. The platform also allows you to monitor campaign performance through analytics and track key metrics like open rates and conversions. You can also clean up your audience lists regularly to maintain deliverability and optimize future campaigns based on these insights. 

Is email marketing still worth it?

Yes, email marketing is absolutely worth it. It remains one of the most effective ways to connect and engage with customers, promote newsletters, make announcements, and share important company updates. Beyond building relationships, it’s a powerful tool for driving traffic to your website and converting prospects into loyal customers. With its proven ROI and ability to deliver targeted personalized communication, email marketing continues to be a valuable strategy for businesses of all sizes.

How much does an email marketing software cost?

The cost of email marketing can vary widely depending on the platform and features you need. Many email marketing tools offer free plans and free trial periods, typically limited by the number of subscribers or emails sent per month. Paid plans generally start at around $9 per month for basic features and small to medium-sized lists. Enterprise-level solutions with custom needs may cost even more. It’s important to choose a plan that fits your budget and aligns with your goals.

Use email marketing to achieve business goals

Each email marketing software is created to fit different businesses. After testing these tools in real-world scenarios, it’s clear to me that the best tool may differ from user to user. In the above list compiled by me, you can find the best tool for you, from beginner-friendly options with intuitive templates to all-in-one platforms with powerful automation.

If you’re just starting out, I suggest prioritizing simplicity and ease of use. For advanced marketers, I recommend looking out for features like advanced segmentation, AI-powered personalization, and integration options.

Ultimately, the best email marketing tool is the one that helps you build stronger connections and achieve your marketing goals without feeling overwhelmed. Take a little time to explore and experiment, and I am sure you will find the platform that fits your needs.

Check out 55+ powerful email marketing statistics to grow in 2025.