Choosing the right email marketing platform can feel overwhelming. There are hundreds of options, each with different pricing models, features, and quirks. The good news is, for most small businesses, you only need a tool that is simple, reliable, and suits your current stage of growth. Below, we explore 10 of the best email marketing platforms for small businesses, including what each one is best for, their key features, and why you might choose them.
1. Mailchimp – Best for Beginners
Why choose Mailchimp? Mailchimp remains one of the most popular platforms for small businesses starting email marketing for the first time. Its drag-and-drop email builder is intuitive and the interface guides you step by step. It also offers a free plan for up to 500 contacts, which is ideal if you are just building your list. Key strengths: Simple and user-friendly. Solid template library. Basic automation tools to get started. Integrated forms and landing pages. Considerations: Pricing scales up quickly as your list grows, and automation is limited on lower plans.
2. MailerLite – Best for Simplicity and Affordability
Why choose MailerLite? MailerLite is a favourite for small businesses wanting clean design, ease of use, and a generous free plan. Its drag-and-drop editor is straightforward, and it includes features like automation, landing pages, and surveys even on its free tier. Key strengths: Clean, modern interface. Generous free plan (up to 1000 subscribers on the free version). Automations and workflows included. Good deliverability rates. Considerations: It does not have as many integrations as some larger platforms but covers most essential tools.
3. Flodesk – Best for Stylish Designs
Why choose Flodesk? Flodesk is known for its beautifully designed templates and minimal, elegant interface. Its standout feature is flat pricing, meaning you pay the same no matter how large your list grows. Key strengths: Highly aesthetic templates. Intuitive visual builder. Flat monthly pricing (ideal as your list scales). Simple automation sequences. Considerations: Its feature set is more limited than advanced platforms like ActiveCampaign but perfectly suited to brands prioritising design-led communications.
4. ConvertKit – Best for Creators and Solo Brands
Why choose ConvertKit? ConvertKit was built specifically for creators such as coaches, authors, course creators, and solo brands. It combines email with powerful tagging and automation for segmenting subscribers based on behaviour and interests. Key strengths: Advanced tagging and segmentation. Simple landing page builder. Automation workflows tailored for creators. Excellent support and educational resources. Considerations: Its visual email design options are simpler and less image-led, focusing instead on text-based, conversion-focused emails.
5. Brevo (formerly Sendinblue) – Best All-in-One Platform
Why choose Brevo? Brevo offers email marketing alongside SMS, WhatsApp, Facebook ads, and a basic CRM in one platform. For small businesses wanting an integrated marketing tool without using multiple apps, it is a solid choice. Key strengths: Multi-channel marketing (email, SMS, WhatsApp). CRM and sales pipeline features. Flexible pay-as-you-go options for email volume. Transactional email capability. Considerations: The interface can feel more complex compared to simpler platforms like MailerLite.
6. Moosend – Best for Budget-Friendly Full Features
Why choose Moosend? Moosend offers a surprisingly full set of features for a low cost, including automation workflows, landing pages, and advanced reporting. Key strengths: Affordable pricing with no hidden costs. Automation and personalisation tools included. Easy-to-use drag-and-drop builder. Good deliverability rates. Considerations: Fewer native integrations compared to Mailchimp or ActiveCampaign, so check compatibility with your other tools.
7. TinyEmail – Best for Micro-Businesses
Why choose TinyEmail? TinyEmail is designed for simplicity. It is best suited to micro-businesses or sole traders who want straightforward email creation without advanced automation complexity. Key strengths: Very easy to use. Clean, minimal interface. AI-powered subject line suggestions. Free plan for smaller lists. Considerations: Limited advanced automation or CRM features, but ideal if you just need email broadcasts to start.
8. Campaign Monitor – Best for Agencies and Designers
Why choose Campaign Monitor? Campaign Monitor is loved by agencies and design-focused businesses for its elegant templates and detailed scheduling tools. It offers powerful segmentation and personalisation capabilities in a user-friendly interface. Key strengths: High-quality, professional templates. Advanced segmentation. Clear reporting and analytics. Strong deliverability. Considerations: It is more expensive than Mailchimp or MailerLite, so it is best suited to businesses prioritising design polish and advanced segmentation.
9. ActiveCampaign – Best for Advanced Users
Why choose ActiveCampaign? ActiveCampaign is often considered the gold standard for email automation and CRM integration. It is ideal for businesses ready to build sophisticated automation sequences, manage customer pipelines, and integrate email with sales processes. Key strengths: Industry-leading automation builder. CRM and sales pipeline built-in. Behaviour-based segmentation and tagging. Excellent support and onboarding. Considerations: The learning curve is steeper, and it is best for businesses with clear workflows and customer journey mapping in place.
10. Klaviyo – Best for Online Shops
Why choose Klaviyo? Klaviyo is the go-to platform for ecommerce businesses, particularly those using Shopify. It combines powerful email automation with customer data and ecommerce integration to drive sales and repeat purchases. Key strengths: Deep Shopify integration. Pre-built ecommerce automation flows. Customer data and purchase behaviour-driven campaigns. Predictive analytics features. Considerations: Pricing scales based on contacts and can become expensive for large lists, but ROI is strong for product-based businesses.
How to choose your email platform
When deciding, consider: Your business type. Are you a service business, product-based, or a personal brand? Your list size. Some platforms charge based on subscribers, others are flat-rate. Your automation needs. If you want simple newsletters, start with MailerLite or Mailchimp. For advanced flows, consider ConvertKit or ActiveCampaign. Design preference. If visual aesthetics are critical, Flodesk or Campaign Monitor shine. Integration requirements. Check your CRM, website, and other tools compatibility.
Start simple, scale later
The biggest mistake is overcomplicating your email marketing setup from day one. Start with a tool that is easy to learn and matches your immediate goals. You can always upgrade to more advanced platforms as your business grows and your email strategy matures.
You may also enjoy this guide on Getting Started With Email Marketing For Your Small Business.
