According to current data from HubSpot, almost all B2B marketers (93 percent) will send along content and offers via email. This should come as no surprise considering how very integral email marketing has become to our daily lives as marketers. Even salespeople and customer service representatives heavily rely on email all the time.
HubSpot also notes that, sometime this year, 5.6 billion email accounts will exist in the world. The best part? They’re active accounts. That means, theoretically, you could reach out to 5.6 billion people with email marketing.
Think about that for a second. We’re talking 5.6 billion people.
If that has you intrigued, it very well should! When it comes to email marketing, the world is your oyster. That’s true even if you’re a small business. You’re probably working hard to establish yourself, and email marketing can very much aid you in that goal.
Of course, doing manual email marketing isn’t the way to go. Keeping your contacts in an Excel spreadsheet, typing each subject line and email body by hand, and then sitting in front of your computer to hit the send button wastes monumental amounts of time. You know what they say, time is money, especially for a small business attempting to gain its footing.
That’s why we strongly recommend you consider any of the email marketing software picks we recommend in this article. Whether you’re looking for the best newsletter software, email campaign tools, or email blast software, it’s all here.
Even better, we chose this email system picks for small businesses like yours. These options are more affordable so you won’t break the bank using email marketing and automation.
Let’s have a look at some of the best email marketing tools around
Email Marketing Software #1: EngageBay
What It Is
As an all-in-one marketing suite, EngageBay could present the perfect solution to small businesses looking for inexpensive email marketing. Having an all-in-one solution like EngageBay allows you to access all your pertinent marketing data and information from a single dashboard. There’s no need to pay for multiple programs or integrate several pieces of software. Everything’s right in front of you.
EngageBay offers a slew of features, as it’s title as an all-in-one marketing suite might indicate. There’s Sales Bay for sales automation, Service Bay for service automation, Marketing Bay for your marketing needs, and even a free CRM.
We’ll focus on Marketing Bay for the purpose of this article. With this service, you can browse countless rich email templates, quickly coming up with one that suits your email campaign needs. You may also create your very own templates so your messages have the kind of personalized approach for more conversions.
With email broadcasts, you can mail out your newsletter, relevant offers, and promotions. If you need to send all this at the same time, there’s nothing stopping you. The email broadcasts feature also tracks click-through rate and open rate.
EngageBay even has an email automation feature. You’ll create personalized, customized email sequences that react to customer behavior. For instance, if your customer subscribes to your newsletter, you’d send them a welcome email. All this without you having to sit in front of your computer or with your face glued to your phone. You gain a lot more freedom to focus on other aspects of your small business.
As mentioned, EngageBay always offers its CRM for free. You also get the help desk feature Service Bay at no extra cost to you.
Depending on the plan you pick, you receive 24/7 support as well as countless service features. These include role management, notifications, 360-degree customer views, group management, and contact management. There are tons of sales features to parse through, some of which are call transcripts and records, email tracking, web forms, and pop-ups, email and landing page templates, Outlook and Gmail integration, and sales automation.
The marketing features include API, marketing automation, email sequences, newsletter sending, landing page, and email template builders, analytics, segmentation, lead scoring, branded emails, video marketing, and live chat.
There are three paid plans: Sales Bay, Marketing, and All-in-One.
The Sales Bay and Marketing plans include the following price points:
- Free for $0
- Basic for $7.79 a month
- Growth for $14.99 a month
- Pro for $29.99 a month
The All-in-One plan has this pricing:
- Free for $0
- Basic for $8.99 a month
- Growth for $17.99 a month
- Pro for $47.99 a month
Email Marketing Software #2: Wishpond
What It Is
Wishpond has a suite of tools: marketing automation, contests and promos, pop-ups and forms, and landing pages. The software also integrates with tons of programs you might already use or plan to use. These include Twilio, Slack, GoToWebinar, SurveyMonkey, ActiveCampaign, Eventbrite, MailChimp, SalesForceIQ, Infusionsoft, and Salesforce.
Although Wishpond offers solutions to almost any problem a marketer could have, we’ll talk about their email and marketing automation today. You can either work with a team of Wishpond experts to determine your marketing needs or do it all yourself with the software.
Drag-and-drop features will teach you the ropes of the campaign builder tool quickly. You can ensure all your campaigns and emails have mobile optimization so your audience can read your emails anywhere.
Wishpond offers its users a free trial that lasts for up to two weeks. Otherwise, they have these pricing plan options: Starting Out, Everything You Need, and Rapid Growth.
The Starting Out plan for beginners has a lot of unlimited features. For instance, you can make unlimited pop-ups, have unlimited social contests, and design as many landing pages as you could ever want. You also have no user account limits. Otherwise, you get basic marketing automation features and email drip campaign tools. You pay $49 a month for this plan.
For companies that need more features, there’s the Rapid Growth plan. This has the features of the above two plans. You also get implementation coaching for free. This coaching has a value of $1,500. The first-in-line customer support should answer all your questions as they arise. You can customize the number of leads you have, from 10,000 all the way to a million. This plan costs $199 a month.
Email Marketing Software #3: Pardot
What It Is
A Salesforce product, Pardot is a software worthy of its own acclaim. The brand produces countless solutions for marketers and salespeople. These are Einstein Account-Based Marketing, Salesforce Engage, B2B marketing analytics, and marketing automation. Among that marketing automation suite, you’ll find email marketing services.
Once you sign up with Pardot and boot up their software, you can begin using their array of email marketing services. Their intuitive email builder includes a visual editor for creating emails your way. You can rely on hosted content and a variety of formatting options for selecting which template works best for you. Of course, if you’re more of a do-it-yourself small business owner, you can make your own email templates.
Pardot also lets you automate your emails. With autoresponders on your landing pages and forms, your lead gen efforts go further. There’s also email scheduling and a visual nurturing canvas. This works for testing your progress and generating reports.
With automatic segmentation, you can create a more personalized approach to your email marketing. Customers like personalization, and you may improve your open and click-through rates. Finally, there’s spam filter checkups and A/B testing so you can take your emails further.
Pardot offers its B2B marketing automation as part of three paid plans: Growth, Plus, and Advanced. The Growth plan costs $1,250, although it’s not clear if that’s per month or per year. You’d pay $2,500 for the Plus plan and $4,000 for the Advanced plan. That last plan offers greater analytics, artificial intelligence, and marketing automation.
If you so choose, you can also add a subscription with Salesforce Engage to your plan. This costs $50 a month extra.
Email Marketing Software #4: ActiveCampaign
What It Is
With machine learning, messaging, CRM, sales, marketing automation, and email automation services, ActiveCampaign can help a small business make progress in leaps and bounds. As you can probably imagine, we’ll talk about their email marketing specifically.
You get a wealth of features to use with ActiveCampaign’s email marketing software. This includes scheduled emails, where you select when a message goes out down to the minute. You don’t even have to stay in front of your computer to reap the benefits.
With email funnels through automation, you can segment your audience and guide new leads down the funnel. You also continue engaging with customers so they stick around.
Email autoresponders such as lead magnets or welcome emails will also help you boost engagement. ActiveCampaign’s targeted emails ensure only those audience segments who show the highest receptivity will get the email.
By using trigger emails, you never have to miss a key customer milestone. Each time they interact with your email, go to your website or even make a purchase, you’d send a relevant email to maximize conversions and sales. You can even send email blasts, which ActiveCampaign calls broadcast emails.
ActiveCampaign has four plans: Lite, Plus, Professional, and Enterprise.
The Lite plan includes email and chat support, marketing automation, newsletter sending, email marketing, and unlimited email sending. With the Plus plan, you get all that as well as SMS marketing, custom branding and custom domains, deep data integrations, lead scoring, and automated CRM.
With the Professional plan, you’d enjoy the same features as the Plus, but with win probability, predictive sending, attributions, and site messaging. The Enterprise plan includes the most. Here’s a rundown of features:
- Everything in the other three plans
- Uptime SLA
- Phone support
- Free social data
- Free designs
- An account rep you can call on when needed
- Customized mail server domain
- Custom reporting
The pricing of the plans depends on how many contacts you have. If it’s only 500 contacts, you’d pay $9 a month for the Lite plan, $49 a month for the Price plan, $129 a month for the Professional plan, and $229 a month for the Enterprise plan.
With 10,000 contacts, you’re charged $111 a month for the Lite plan, $199 a month for the Plus plan, $279 a month for the Professional plan, and $399 a month for the Enterprise plan.
Email Marketing Software #5: AWeber
What It Is
Unlike some of the other pieces of software we’ve covered thus far, AWeber deals exclusively with email marketing. Their services for entrepreneurs and small businesses should work perfectly for you. Also, AWeber integrates with many an app and tool you use often, including Shopify, Facebook, PayPal, WordPress, GoToWebinar, and many more.
If you want to do something for your marketing campaign and it pertains to email marketing, there’s probably an AWeber feature to match. Here’s an overview of their features:
- A/B testing for email messages, send times, and subject lines, to name a few
- Tagging to increase open and click-through rates
- Email automation with sequences
- HTML templates for quickly creating emails; you can choose from more than 700 options
- A drag-and-drop editor
- Email newsletter messaging for better customer engagement
Like some other companies, AWeber offers a free trial over a month. If you like the software enough, you might opt to pay for it. This company doesn’t really have tiered plans like some of the others we’ve covered. Instead, you may more be based on how many subscribers you have.
For instance, if you have up to 500 subscribers, using AWeber costs you $19 a month. For up to 2,500 subscribers, it’s $29 a month. If you earn yourself 5,000 subscribers, you’d pay $49 a month. Getting to the 10,000-subscriber milestone means you’re charged $69 a month to use AWeber’s services. If you reach 25,000 subscribers, expect a higher bill of $149 a month. You can get a customized, quoted plan if you have more than 25,000 subscribers.
What features do you get for your money? Good question! They include the following:
- Educational resources like guides, videos, and blogs so you can stay up to date on the latest news in marketing
- The email design templates we mentioned in the last section
- More than 6,000 stock photos you can use free of charge
- Image hosting through AWeber so your images never go down
- Sign-up forms
- Customer solutions via their email marketing experts, available every day of the week
- Audience segmenting
- Email automation
- Unlimited emails
Email Marketing Software #6: Constant Contact
What It Is
Another software just used for email marketing, Constant Contact has a history of more than 20 years in the marketing industry. Their service integrates with just about any app you can think of, such as Shopify, Eventbrite, Office 365, Gmail, Facebook, QuickBooks, Leadpages, HootSuite, and so many more.
Let’s talk features now, shall we? With contact management, you can sync your contacts from Salesforce, Outlook, and Excel right to Constant Contact. If your subscribers happen to go inactive, your emails bounce, or someone unsubscribes, the software prunes your contacts list for you. No more manual, time-consuming work on your part!
eCommerce tools can aid you with everything from email automation to audience segmentation and engagement. With a drag-and-drop editor, making emails your way via a template has never been easier. These emails come optimized for mobile so they look great no matter the device your customer prefers.
Constant Contact offers a longer free trial than most companies. You can get 60 days or two months of free use of the service before you have to start paying. You can also enter into a pre-payment plan where it’s possible to shave your bill by 15 percent.
There are two plans for you to choose from: Email and Email Plus. The basic Email plan includes:
- Automated email resends if the recipient doesn’t open your message the first time
- Learning resources
- Chat and support features
- Mobile app functionality
- Reporting and tracking
- Integration and apps support
- Image library
- Marketing calendar
- Facebook Lead ads
- List segmentation
- Pop-up forms
- Welcome email and list-building tools
- Contact list importation
- Automated abandon cart emails if you use Shopify
- Industry or branded templates as well as customizable templates
- Unlimited emails
The Email plus plan costs vary depending on subscriber counts. With 500 subscribers, you’d pay as little as $20 a month. If you get to 50,000, the price increases to $335.
Looking for more features than what you see in the Email plan? That’s why Constant Contact also offers an Email Plus plan. This comes with the following:
- All the features in the basic Email plan
- Polls and surveys
- Event marketing
- Dynamic content
- A/B testing by subject line
- Automated emails by behavior as well as welcome emails
- Customizable pop-up forms
For 500 subscribers, you’d pay $45 for the Email Plus plan. If you have 50,000 subscribers, the price stays the same as the basic Email plan: $335 a month.
Email Marketing Software #7: Keap
What It Is
You’ve heard of Infusionsoft, right? As a marketer, the answer is probably a resounding yes. Well, now they have a new product called Keap. It has a slew of marketing features built into the software, email marketing among them. That’s why it made this list.
If you’re looking for a CRM as well as an email marketing service, Keap knocks it out of the park. It’s not solely an email marketing software, but rather, like a mix of all the relevant marketing tools you need.
For instance, you can use subscriber tagging to help segment your audience. With automation, you adjust with drag-and-drop features so you have more control over your marketing campaigns than ever before. Other features include your own customized dashboard, appointment scheduling, and client management with email marketing.
As of this writing, Keap supports 230 apps and integrations, such as Sprout, Vimeo, Leadpages, Zendesk, Zapier, Gmail, Outlook, WordPress, OptinMonster, and Graphly.
If you sign up for Keap now, for the next three months, you can cut down on your bill by 30 percent. Otherwise, you pay a single monthly fee to use Keap, $99.
Email Marketing Software #8: Sendinblue
What It Is
Appealing to a broad audience, Sendinblue promotes its services towards startups, marketers, eCommerce professionals, enterprise companies, and agencies. They have Facebook advertisement services, landing page and signup form builders, CRM, email marketing, marketing automation, and even chat.
Promising you’ll “find your marketing zen,” Sendinblue has many handy email marketing features you’ll love. You can get audience segmentation assistance with their marketing automation. You might also draft up transactional emails, customizing the deliverability, engagement, and design.
Like many of the brands we’ve covered thus far, Sendinblue does let you use templates for great-looking emails. These templates have drag-and-drop features as well as style functions and block placement.
For more personalization, you can advertise to your audience, use attribute conditions, customize your subject lines so they’re personalized, and use dynamic personalization features. Don’t forget to A/B test your email marketing over time to make tweaks and improvements.
You can select from one of five plans with a Sendinblue membership. These are Free, Lite, Essential, Premium, and Enterprise. The Free plan, as we’re sure you know, never costs anything. You can access A/B testing, SMS and email personalization, an email template library, and the email designer. You can also send 300 daily emails.
With the Lite plan, you pay $25 a month for up to 400,000 emails. There’s no sending limit. You also get to use all other features in the Free plan.
The Essential plan for small businesses like yours costs $39 a month. You can send 60,000 emails a month without a sending limit each day. Another feature you get as an upgrade from the Lite plan is no Sendinblue logos in your correspondence.
Next, on the tier, the Premium plan charges you $66 a month. You can choose how many emails you send monthly, from 120,000 to 350,000. Besides the features we’ve covered, with this plan, you have the freedom to:
- Add plug-ins and APIs
- Get chat/email support
- Use advanced reporting stats
- Create an endless amount of automation workflows
- Design your landing pages and signup forms
- Add advanced templating language to your emails
- Try chat features
- Make Facebook advertisements
- Use send time optimization
The Enterprise plan needs a quoted price. You get every feature available from Sendinblue.
Email Marketing Software #9: MailChimp
What It Is
No list on email marketing software would be complete without mentioning MailChimp. As one of the best-known email services in a marketer’s arsenal, it’s one you should consider for your startup or small business. You can also find marketing services like analytics and reports, landing pages and advertisements, branding, and CRM, so there’s more than just email.
You can’t go wrong with MailChimp. Their email services can increase email acceptance. Most people who use MailChimp open emails, with a rate of 96 to 99 percent success. You can easily share your recent emails to Twitter, Instagram, Facebook, and other social media for boosted engagement.
With a wealth of attractive email templates, you have creative liberties to make your emails look just the way you want. Besides just using the software, you can also download the accompanying MailChimp app to market on-the-go.
If you have an online shop, then more than likely, you can integrate it with MailChimp. The analytics tool comes right on your dashboard and updates in real-time. Here, you’ll review recent data as well as overarching click-through and open rates.
MailChimp offers its users four plans: Free, Essential, Standard, and Premium. The Free plan comes with just the basics, but it never costs you anything. You can send messages to 2,000 contacts, so not too shabby. You also get contact profiles, segments and tags, an audience dashboard, marketing CRM, five email templates, single-click automation, and seven marketing channels.
The Essential plan won’t break the bank, as it’s $9.99 per month. You get all the free features as well as support available 24/7, custom branding, A/B testing, access to every template, and more. You can send emails to up to 50,000 contacts.
With the Standard Plan, you pay $14.99 per month for features like advanced audience insights, email templates that come custom-coded, retargeting ads, and automation. You also get the abovementioned features, a slew of other great add-ons, five audiences, and 100,000 subscribers.
Then there’s the Premium plan. There’s quite a price jump here, as it costs $299 per month. Any MailChimp feature you want, though, you get. There’s nothing you won’t get access to, such as phone support, role-based actions and seats, multivariate testing, advanced segmentation, and lots more. You can reach unlimited audiences and more than 200,000 contacts.
Email Marketing Software #10: GetResponse
What It Is
With marketing automation, landing pages, and email marketing, GetResponse offers a slew of solutions to a marketer’s every need. Do you use apps like PrestaShop, Etsy, WooCommerce, Shopify, BigCommerce, or Stripe? What about PayPal, Slack, Facebook, WordPress, Salesforce, and Magento? You can integrate them all with GetResponse.
While we could talk all day about the many features GetResponse has, we’ll just hone on the email marketing for now. Through a series of marketing automation, advanced integrations, analytics and results tracking, and personalized emails, you can reach your marketing goals using GetResponse.
The software also offers an email maker with drag-and-drop features. If you want templates, GetResponse has ‘em in spades, such as for making landing pages, newsletters, emails, and more.
The four plans offered through GetResponse suit businesses growing and expanding. There’s the Basic plan, the Essential Plan, the Professional plan, and the Enterprise plan. Pricing depends on how many contacts your company obtains.
Let’s talk a bit about the features of each plan and then we’ll get back to pricing. You get plenty of email marketing features with the Basic plan, such as visual email editors, autoresponders, newsletters, and unlimited email sending. There are even a few automation services offered, like contact tagging and drip campaigns.
With the Essential plan, you have all the email marketing features we talked about as well as landing page features. These include a free customized domain, a visual page editor, and A/B testing. The automation features above come in your package, as do auto funnel templates (40), webform templates (700), landing page templates (180), and email templates (220).
The Professional package has all that plus every automation feature from GetResponse. You can access help via email support and live support available 24/7. With the Enterprise package, you get every single feature available for team management, CRM, reporting, templates, surveys, webinars, eCommerce, automation, web forms, auto funnels, landing pages, and email marketing.
If you have 2,000 contacts, you’d pay $25 a month for Basic, $59 a month for Essential, $119 a month for Professional, and $1,199 for Enterprise. If you have 24,000 contacts, the plan prices increase to $145 a month for Basic, $179 a month for Essential, and $255 a month for Professional. The Enterprise plan pricing remains the same.
Email Marketing Software #11: Ontraport
What It Is
Ontraport provides solutions to business owners, such as referral programs, business process automation, CRM, eCommerce, and sales force automation. You can also use the service for marketing analytics, landing page design, email marketing, and marketing automation. You know which one we’re going to talk about.
That’s email marketing, of course. With Ontraport, you’ll send targeted emails at specific days and times, such as a thank-you email, a holiday message, or even a welcome email. If you’re the type who’s always traveling for work, you’ll appreciate how you can use SMS opt-ins so your contact list never stops growing.
Tracking and analytics features mean you never have to miss what your customers do. You can review open, click-through, and bounce rates. If you made some serious missteps, just improve your campaign for next time.
Ontraport even has a private IP service that will keep your messages floating to the top of your customers’ inbox each and every time. Automated re-engagement works like a second chance of converting that reluctant or disinterested lead.
Add buttons, videos, and images to each email while customizing the font and body text for your subject lines. Altogether, this makes it hard for your audience to miss your amazing emails. Of course, feel free to rely on Ontraport’s many email templates as well.
Ontraport has a free trial that lasts for two weeks. You can use this to get a feel for the software before committing to a paid plan. There are four such plans, including Basic, Plus, Pro, and Enterprise.
The Basic plan costs $79 a month and lets you use a single account. If you need extra users, you’d have to tack on $47 a month per user. You can send unlimited emails and reach 1,000 contacts with this plan.
Want to upgrade? The Plus plan costs $147 a month. It expands how many contacts you can reach, as it’s now 2,500. You can also add a single extra user account without paying extra. Once again, it’s $47 per month for any other extra accounts.
The Pro plan is $297 a month. You get email consultations, account setup, three free account users, unlimited emails, and 10,000 contacts.
For the most features, you can always try the Enterprise plan. It costs $497 a month, but it comes with your own personal account rep, email consultations, account setup, five account users, 200,000 emails a month, and more than 20,000 contacts.
Email Marketing Software #12: Benchmark Email
What It Is
Benchmark Email deals primarily in email marketing, as the name might tell you. As of now, they integrate with more than 300 apps and brands, including Facebook, Magento, Shopify, Flicker, Twitter, PayPal, and many others.
You only get email features with Benchmark Email, and great ones at that. There’s the code editor for those who know HTML languages like the backs of their hands. You can edit preexisting HTML for email templates or even come up with your own HTML. All the freedom’s in your hands.
Even if you don’t quite know much about HTML, you can still make awesome-looking emails. For instance, Benchmark Email lets you change the colors of your templates so they suit your brand better. Speaking of templates, you have a nearly endless supply to pick from. You can sort them by holiday, industry, and type to quickly find what you need for your email campaign.
You can even use Benchmark Email to edit photos instantly and without a Photoshop subscription. Whether you include text, stickers, or effects, you’ll make an image truly yours. Most features have drag-and-drop functionality for ease of use. You can also change anything anytime with live editing.
Benchmark Email offers email campaign reports and tracking as well as automation. For instance, you can create a follow-up series, abandoned cart series, or a welcome series based on your audience’s behavior.
As you might have expected, Benchmark Email changes its pricing according to your subscriber count. You can still select from a slew of plans, like the Free, Medium, Large, Extra Large, and Massive packages.
You’re always better off paying for a plan, as you get all the features you need. These include:
- Support ticket, lead and contact capture forms
- Gmail CRM
- Automation for website engagement and email engagement
- Sub-accounts and a master account
- Targeted emailing
- A/B testing
For the Medium plan, if you have 600 subscribers, you pay $13.99 a month. If it’s 1,000 subscribers, you pay $21.99 a month; for 1,500 subscribers, it’s $27.99 a month.
If you have a much larger subscriber base, then choose the Large plan. For 55,000 subscribers, you pay $285.99 a month to send up to 770,000 emails. Those companies with 60,000 subscribers pay $346.99 for 840,000 emails. If you’ve reached 65,000 subscribers, you’ll shell out $359.99 to send up to 910,000 emails each month.
Continuing from there, the Extra Large plan offers even more accommodations. Companies with 125,000 subscribers pay $659.99 a month to send 1,750,000 emails. Those with 150,000 subscribers can send 2,100,000 emails or less a month for $758.99. If you have a ginormous amount of subscribers, like 175,000, you’d pay $846.99. This lets you send up to 2,450,000 emails a month.
The massive plan is for companies with millions of subscribers. Benchmark Email charges $4,949.99 a month to send 15 million emails to 1,070,000 subscribers. It’s $5,279.99 a month for 16 million emails to 1,140,000 subscribers. Then, if you have 1,215,000 subscribers, you’d pay $5,499.99 a month to send up to 17 million emails. Pretty crazy, huh?
How to Choose the Best Email Marketing Software in 2020
With so many great options, you may wonder, how do you even choose?
Well, we’d begin with comparing prices. Obviously, a company like Benchmark Email probably isn’t much of a fit considering you’re a small business. You don’t always want the cheapest plan, especially if you’re sacrificing features and services you really need. Make sure you read the small print, as sometimes certain services cost extra.
Once you’ve done some number-crunching, compare features and amenities. Jot them all down and determine which ones you need most. Which software company offers them all? That’s the one for your small business.
As a small business considering buying email marketing software for the first time, having so many options can be daunting. Where do you start? This comprehensive, heavily-researched list of 12 such pieces of software should send you in the right direction. Good luck!