MailerLite is my first pick for most small businesses that need a newsletter and a welcome series. For an online store, start by comparing Omnisend and Klaviyo. Omnisend suits a team that wants core store emails. Klaviyo is worth a closer look when customer data and repeat orders drive the business.
I have spent most of my career building direct-to-consumer businesses. Paid ads get more attention, but email gives you a way to reach customers again without paying for every click.
You control your list, not the inbox. Your emails still need to reach people who want them. The software helps, but it cannot fix a weak list or an offer no one wants.
How I Chose These Email Marketing Tools
These are editorial picks based on published features, plan limits, and business fit. They are not a hands-on test of all nine tools or a ranking of inbox delivery rates.
A small team should ask four questions before choosing:
- Can we build a form and send an email without outside help?
- Does our chosen plan include the welcome emails and follow-up steps we need?
- What will it cost when our list doubles?
- Does it connect to our website, store, or sales process?
That last question matters most. A bakery, an online store, and a paid newsletter do not need the same system. Test your most important task during the free plan or trial before moving your whole list.
Compare the Cost of Your Actual List
A low starting price says little about your next bill. Compare the same number of contacts, monthly sends, and required features across your shortlist. Include text messages, extra users, and any charges to remove the vendor’s logo.
For example, four newsletters sent to 1,000 people use 4,000 sends. Welcome messages and other automatic emails add to that total. A free plan with 500 monthly sends will not cover it.
Best Email Marketing Tools for Small Business at a Glance
Plan limits and pricing pages checked October 22, 2026. Dollar amounts are in US dollars. These are entry points, not quotes for the same list size. Paid costs depend on contacts, sends, features, billing terms, and add-ons.
| Tool | Best fit | Starting point | Pricing source |
|---|---|---|---|
| MailerLite | General newsletters | Free: 250 subscribers and 2,500 monthly emails. | https://www.mailerlite.com/pricing |
| Omnisend | Online stores | Free: reach 250 contacts with 500 monthly emails. | https://www.omnisend.com/pricing/ |
| Klaviyo | Stores using detailed customer data | Free: 250 active profiles and 500 monthly emails. | https://www.klaviyo.com/pricing |
| Brevo | Teams comparing send-volume plans | Free: 300 emails a day. Starter from $9/month; contact limits also apply. | https://help.brevo.com/hc/en-us/articles/208589409-About-Brevo-s-pricing-plans |
| ActiveCampaign | Multi-step lead follow-up | 14-day free trial. Paid price depends on plan and contact count. | https://www.activecampaign.com/pricing |
| Kit | Writers and creators | Free plan for up to 10,000 subscribers; paid features vary by tier. | https://kit.com/pricing |
| Mailchimp | Teams using its integrations | Free: 250 contacts, 500 monthly sends, and a 250-send daily cap. | https://mailchimp.com/pricing/marketing/ |
| GetResponse | Email and broader marketing tools | 14-day trial of premium features. Check the tier for webinars and automation. | https://www.getresponse.com/pricing |
| Constant Contact | Local groups that value support | Lite starts at $12/month. Contact count and send limits affect cost. | https://www.constantcontact.com/pricing |
Each tool name links to its pricing or plan details. Free plans can help you test a product, but they may restrict branding, support, or the workflows you need.
My First Three Picks
MailerLite for Most Small Businesses
MailerLite covers the basic jobs: signup forms, newsletters, landing pages, and automatic emails. It is my starting point for a local business or small team that wants to build a list and stay in touch.
Its free plan allows 250 subscribers and 2,500 monthly emails. That gives a small list room for regular newsletters and welcome emails. Check the paid tiers if you need more features or room to grow.
Start here if your next task is a useful newsletter. If you need detailed store behavior or a complex sales process, compare the tools built around those jobs.
Omnisend for an Online Store
Omnisend combines email, text messages, forms, and store data. Its ready-made workflows include welcome messages, abandoned-cart emails, and follow-up after a purchase.
That makes it a useful first option for a Shopify or WooCommerce store. Compare the cost at your real contact count and check that your store integration sends the data you need. Text messages can add to the bill.
Choose it when store emails are the main job. A service business with a sales pipeline may need a different setup.
Klaviyo for Stores That Will Use the Data
Klaviyo uses customer activity and purchase data to group shoppers and trigger emails. A store can build different messages for first-time buyers, repeat customers, and people who have stopped buying.
Its free plan lets you test the platform with up to 250 active profiles and 500 monthly emails. Paid costs grow with your profile count, sends, and added channels.
Klaviyo deserves a closer look when you can name the customer groups and automatic emails you need. Compare the extra cost and setup time with the profit those emails may add. More reported email revenue does not always mean more sales caused by email.
When the Other Tools Make Sense
Brevo for Send Volume and Contact Limits
Brevo is worth comparing if you send less often. But do not assume a large list is free to store on every paid plan. Its current Starter tiers limit both monthly sends and stored contacts. The entry tier starts at $9 per month for 5,000 sends and up to 500 stored contacts. The free plan allows 300 sends a day, which can be too small for one full-list campaign.
ActiveCampaign for Lead Follow Up
ActiveCampaign is worth a look when prospects need several steps before they buy. You might send a welcome email, wait for a response, then send a reminder or alert your sales team. Check which plan supports your workflow and whether CRM features cost extra. The setup work needs an owner.
Kit for Writers and Creators
Kit fits writers, coaches, podcasters, and course sellers. Its free plan supports up to 10,000 subscribers. Compare the limits on automation, reporting, and support before assuming the free tier will run your full business.
Mailchimp for Existing Workflows
Mailchimp may be a good fit when your team already knows it or relies on its integrations. Its free plan is small: 250 contacts and 500 monthly sends, with a daily cap of 250. Compare paid features and costs before importing a larger list.
GetResponse for More Than Email
GetResponse offers email, landing pages, automation, and webinar tools across its plans. It is worth comparing if those tools would replace separate subscriptions. Check the plan and webinar limits. A basic newsletter may not need the wider package.
Constant Contact for Support and Local Groups
Constant Contact suits teams that value phone support and event tools. Lite starts at $12 per month. Costs rise with contacts, and extra sends can incur fees. Compare what is included with what your staff will use.
Set Up Your First Email Program
- Connect your store or add one signup form. Tell people what they will receive and how often.
- Verify your sending domain using the provider’s instructions. Allow time for approval and setup.
- Write one welcome email. Explain who you are, what you send, and how to reply.
- Draft one useful newsletter with one clear next step. Test it on your phone and check every link.
- Send to people who signed up. Track clicks, replies, orders, unsubscribes, and spam complaints.
Start with one welcome email and one newsletter. Add more steps when you know what they should do.
Avoid Three Costly Mistakes
Buying Features Before You Need Them
Before upgrading, name the job the paid feature will do. A complex platform can be an expensive way to send a simple newsletter.
Keeping Contacts Without a Plan
Remove invalid addresses and review people who have stopped engaging. Use clicks, purchases, and other signals rather than opens alone. Keep unsubscribe records so a later import does not put those people back on your mailing list.
Treating Every Email Like an Ad
Send something useful: a tip, a product answer, a story, or a relevant offer. Use a clear subject line and make the next step easy to find.
Follow the Rules and Measure Results
The FTC’s CAN-SPAM guide explains US rules for commercial email. Use accurate sender details and subject lines, identify ads as required, include a valid postal address and a clear opt-out, and honor opt-outs within 10 business days. Your software helps with the footer. You remain responsible for the emails.
Do not judge results by open rates alone. Apple Mail Privacy Protection can load email content in the background, even when a person has not read the message. Use clicks, replies, and orders alongside opens. Check sales against your store records, and remember that reported sales are not the same as added profit.
For the broader strategy, read our guides to customer retention versus customer acquisition and digital marketing channels.