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For most small businesses, MailerLite is a strong starting point; Brevo may suit businesses prioritizing email volume and multichannel messaging, while Mailchimp is worth comparing for its integrations. The best choice depends on your contact-counting rules, sending volume, and required features, so compare the likely first-year cost rather than just the advertised starting price.
Editor’s note: This is a historical 2025 comparison with product and pricing information checked on August 8, 2026. Software prices and plan names change frequently, so use the linked pricing pages to confirm the amount you will actually pay before subscribing.
The cheapest email marketing platform is not always the lowest-cost choice. A service may charge for contacts you no longer email, count active profiles differently, limit daily sends, or add onboarding and messaging fees. For a fair comparison, the most important question is not simply “What is the monthly price?” but “What will this list, sending schedule, and feature set cost me over 12 months?”
Quick comparison
| Platform | Best for | Current entry point | Main pricing risk |
|---|---|---|---|
| MailerLite | Beginners and small businesses | Free; Comfort from $12/month | Active-subscriber tiers and automatic upgrades |
| Brevo | Budget email, SMS, and transactional messaging | Free; Starter from $9/month | Free daily send limit and paid branding removal |
| Mailchimp | General-purpose marketing | Free and paid Marketing plans | Unsubscribed and non-subscribed contacts can count |
| HubSpot Marketing Hub | Email combined with CRM | Free; paid editions from Starter upward | Marketing-contact tiers, seats, add-ons, and onboarding |
| ActiveCampaign | Advanced automation | Advertised from $15/month | Price varies by contacts, billing term, and capabilities |
| Klaviyo | Ecommerce and behavioral targeting | Free up to 250 active profiles | Active-profile and message usage charges |
| Constant Contact | Local businesses, nonprofits, and events | Lite from $12/month | Contact-based pricing plus send overages |
| GetResponse | Funnels, webinars, and courses | Starter from $19/month | List size and billing period materially change price |
| Kit | Creators and paid newsletters | Free up to 10,000 subscribers | Paid plans become expensive for smaller lists |
| AWeber | Traditional newsletters and support | Free; paid plans from $15/month | Subscriber and sending limits |
Prices above are starting prices, not like-for-like quotes. Some apply only to a small contact tier, annual billing, or a restricted feature set.
#1 Best Overall
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1. MailerLite: best overall for most small businesses
MailerLite is the most balanced choice for a freelancer, small retailer, nonprofit, or creator that wants campaigns, forms, landing pages, websites, A/B testing, and basic automations without assembling several products.
Its current plans are Free, Comfort, Power, and Enterprise. The Free plan supports up to 250 subscribers and 2,500 monthly emails, with two seats and access to campaigns, automations, landing pages, websites, forms, and A/B testing. Comfort starts at $12 per month, while Power starts at $25.
The important financial detail is that MailerLite changed its pricing on June 16, 2026. Billing is based on active subscribers and, on some plans, email volume. An address that unsubscribes or bounces generally does not count as an active subscriber, but an address active at any point in a billing cycle can continue counting until the billing anniversary. Paid accounts may also move automatically to a higher tier after exceeding limits.
To change plans, use Billing and Plan. Downgrades begin at the end of the current billing cycle, so do not assume a downgrade immediately reduces the next charge.
Best fit: A small business that wants a conventional email tool with a gentle learning curve and predictable core features.
Watch out for: A growing list can push you into a higher tier without a deliberate purchase decision.
2. Brevo: best budget and multichannel option
Brevo is attractive when you care more about monthly email volume than the number of people stored in your database. It also combines email campaigns with SMS and transactional email, making it useful for businesses sending receipts, password messages, appointment notices, or order updates.
The Free plan allows up to 300 email sends per day and storage for up to 100,000 contacts. It includes email and SMS campaigns, transactional email, drag-and-drop editing, and basic automation. Starter begins at $9 per month and is primarily priced by monthly email volume.
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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →The free allowance is daily, not a monthly bank. Unused sends do not roll over. On Starter, emails include Brevo branding unless you purchase the separate logo-removal add-on. Prepaid email credits work differently: they do not expire, and one credit represents one email sent to one contact.
Brevo can be cheaper than a contact-priced platform for a large but relatively inactive list. Conversely, a business sending frequent campaigns to a modest list may spend more as volume rises.
Best fit: A budget-conscious business that needs email plus transactional messaging or occasional SMS.
Watch out for: Calculate your busiest sending day, not just your average month, if you plan to stay on the free plan.
The Tool Desk
Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →3. Mailchimp: best-known general-purpose ecosystem
Mailchimp remains a practical choice for businesses that value a familiar interface, broad integrations, templates, and a large ecosystem. It is often a reasonable first platform, although its contact-counting rules deserve more attention than its brand recognition usually receives.
Rank #2
- Redemption Steps: Customer must present eGift QR code payment either printed, or on mobile device to Checker as tender.
- Albertsons Companies gift cards can be redeemed at any of our store locations or for online transactions. For online purchases, gift cards must first be loaded to the applicable Albertsons Companies banner wallet (example Safeway, Jewel, Vons, etc).
- Checker Instructions: Total order, Press EFT FULL, Scan QR code (printed or mobile version) with handheld scanner.
- Self-checkout Instructions: Select "Pay with Scan" when prompted for payment type, then scan QR code with handheld scanner."
- Visit ALBERTSONS.THEGIFTCARDSHOP.COM/RETAIL to find a store location near you
Mailchimp offers Free, paid Marketing plans, Websites plans, Pay As You Go, and add-ons. Pay As You Go is designed for infrequent senders who prefer purchasing credits rather than maintaining a conventional monthly subscription.
Do not budget on the assumption that only subscribed contacts count. Mailchimp’s current definition includes subscribed, unsubscribed, and non-subscribed contacts in the contact total. Archived, cleaned, and deleted contacts do not count. An account can also have sending paused if it exceeds a contact or email-send limit.
That means list hygiene has a direct financial consequence. If you import old leads, retain unsubscribed records, or collect non-subscribed contacts through other tools, inspect the billing contact total before choosing a tier.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchBest fit: A business that wants a recognizable platform with many integrations and standard campaign tools.
Watch out for: The visible list size in your CRM may not match the billable contact total.
4. HubSpot Marketing Hub: best CRM-integrated platform
HubSpot is more than an email sender. It is designed for businesses that want email marketing connected to contact records, sales activity, forms, pipelines, reporting, and broader marketing operations.
The current editions are Free, Starter, Professional, and Enterprise. Pricing depends on the edition, marketing contacts, core seats, add-ons, and onboarding. Professional and Enterprise currently list required one-time onboarding fees of $3,000 and $7,000, respectively.
Sending limits also matter. Current HubSpot documentation says Starter email sending is limited to five times the marketing-contact tier per calendar month, Professional to 10 times, and Enterprise to 20 times. Marketing contacts are the contacts eligible for marketing communication; non-marketing contacts do not have the same billing treatment. Exceeding a selected marketing-contact tier can increase the subscription cost, and a tier generally cannot be downgraded until renewal.
HubSpot can be financially sensible when replacing several systems. It is usually difficult to justify for a solo operator who only needs newsletters and a welcome sequence.
Best fit: A growing company that needs one customer database for marketing and sales.
Watch out for: Compare the first-year cost, including onboarding and seats, rather than the headline monthly figure.
5. ActiveCampaign: best for advanced automation
ActiveCampaign is built for detailed customer journeys: behavioral triggers, segmentation, lead scoring, conditional paths, and follow-up sequences. It is a stronger fit than a basic newsletter tool when the value comes from sending different messages based on what each contact does.
ActiveCampaign advertises packages starting at $15 per month, but that is not a universal quote. Actual pricing depends on contact volume, selected capabilities, plan, and billing term. The platform’s core positioning is marketing automation, customer journeys, segmentation, and AI-assisted automation.
The financial case for ActiveCampaign improves when automation replaces manual sales or support work. If you only send one newsletter each month, the additional cost and setup complexity may not generate a return.
Before subscribing, map the workflows you actually need. For example, price separately for a welcome series, abandoned-cart sequence, lead-scoring rules, CRM synchronization, and sales follow-up. Otherwise, you may pay for advanced features that remain unused.
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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsBest fit: A service business, B2B company, or online seller with complex lead and customer journeys.
Watch out for: Do not treat the $15 starting price as your likely price once contacts and features are added.
6. Klaviyo: best for ecommerce behavioral data
Klaviyo is designed around ecommerce data: products viewed, carts abandoned, purchases made, customer value, and other events. Its segmentation and reporting are particularly useful when email revenue can be tied to store activity.
The free plan supports up to 250 active profiles, 500 monthly email sends, and 150 monthly SMS/MMS credits. Paid pricing scales with active profiles and messaging usage. Integrations, reporting, segmentation, and customer-data features are central to the platform.
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“Active profiles” is the key term. Pricing is not simply based on the number of email addresses sitting in a database. SMS and other channels can add separate usage charges, and Klaviyo’s documentation says SMS, MMS, and WhatsApp/RCS billing is moving from credits to per-message dollar rates.
Klaviyo is often worth considering when a single recovered cart or repeat purchase can cover the subscription. It is excessive for a local organization sending occasional announcements.
Best fit: An ecommerce brand with enough transaction data to support behavioral segmentation.
Watch out for: Budget email, SMS, and other message channels separately; the email price is not the complete bill.
7. Constant Contact: best for local businesses, nonprofits, and events
Constant Contact focuses on accessible campaign creation and support. It is a sensible option for organizations that value live assistance and need event, payment, social, Canva, and integration features alongside email.
The current plans are Lite, Standard, and Premium, starting at $12, $35, and $80 per month. The listed monthly email limits are 10 times, 12 times, and 24 times the number of contacts for those plans.
Those figures make the pricing more complicated than a simple contact subscription. Prices change with contact count and sending volume, and overage fees may apply. A nonprofit or community group should estimate its largest event-registration campaign and seasonal appeal before selecting a tier.
Rank #4
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Best fit: A local business, nonprofit, association, or event organizer that wants support and straightforward campaign tools.
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Watch out for: A low starting price may not apply to your list size or sending schedule.
8. GetResponse: best all-in-one funnel platform
GetResponse combines email with landing pages, funnels, webinars, courses, abandoned-cart recovery, ecommerce functions, promo codes, and revenue reports. It is useful when you want to sell or teach from the same system rather than connect several specialist tools.
Current standard plans are Starter from $19 per month, Marketer from $59, and Creator from $69. Annual billing is shown at lower rates. All three list unlimited monthly email sends. Marketer adds unlimited automation workflows, ecommerce functions, abandoned-cart recovery, sales funnels, promo codes, and revenue reporting. Creator adds webinars, courses, and paid newsletters.
The Free account has restrictions on automation, landing-page visits, webinars, and other features, and adds a GetResponse badge to messages. Pricing varies by list size and billing period.
To upgrade, use Profile > Upgrade account. GetResponse says downgrading or changing annual billing to monthly requires contacting Customer Success through LiveChat.
Best fit: A course seller, webinar operator, or small business that needs funnels and email in one subscription.
Watch out for: Compare annual and monthly commitments carefully, especially if you are still validating the business model.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.9. Kit: best for creators and newsletters
Kit, formerly ConvertKit, is aimed at creators, newsletter publishers, and digital-product businesses. The company rebranded in 2024, so older reviews may still use the former name.
Kit includes broadcasts, sequences, visual automations, forms, landing pages, tagging, digital products, subscriptions, and creator-network recommendations. Its current free offering supports up to 10,000 subscribers. Paid Creator pricing starts at $39 per month for up to 1,000 subscribers, while Creator Pro starts at $79 per month.
The generous free subscriber allowance can be valuable for a new newsletter. The trade-off is that the paid starting price is high relative to some general-purpose platforms once you need paid features at a smaller list size.
Plan changes are made through Settings > Billing. To upgrade to Creator Pro, open the account-name menu and select Upgrade to Creator Pro. Plan changes take effect immediately.
Best fit: A writer, educator, or creator selling digital products, subscriptions, or paid newsletters.
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Best Value
- Redemption Steps: Customer must present eGift QR code payment either printed, or on mobile device to Checker as tender.
- Albertsons Companies gift cards can be redeemed at any of our store locations or for online transactions. For online purchases, gift cards must first be loaded to the applicable Albertsons Companies banner wallet (example Safeway, Jewel, Vons, etc).
- Checker Instructions: Total order, Press EFT FULL, Scan QR code (printed or mobile version) with handheld scanner.
- Self-checkout Instructions: Select "Pay with Scan" when prompted for payment type, then scan QR code with handheld scanner."
- Visit ALBERTSONS.THEGIFTCARDSHOP.COM/RETAIL to find a store location near you
Watch out for: Check what the free tier includes before assuming a large free subscriber limit means all creator-commerce features are free.
10. AWeber: best traditional newsletter platform
AWeber is a conventional newsletter service with landing pages, automations, integrations, and AI-assisted writing and subject-line tools. Its appeal is less about being the newest platform and more about familiarity, phone and chat support, and a traditional email workflow.
It offers Free, Lite, Plus, and Unlimited plans. Paid plans start at $15 per month, and AWeber advertises a 14-day free trial. Prices scale with subscriber count and plan.
Read the free-plan and trial terms before importing a list. AWeber says exceeding subscriber or sending limits during a free trial can immediately end the trial and begin paid billing. That is an easy way for a test account to become an unexpected expense.
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Best fit: A small business that wants standard newsletter features and access to phone or chat support.
Watch out for: Treat the trial as a limited test, not as an unrestricted staging account.
How to choose without overpaying
- Estimate contacts realistically. Use the number of people you expect to email in six and 12 months, not just today’s list.
- Estimate sends. Multiply campaign frequency by the number of contacts, then add automated emails, transactional messages, and seasonal peaks.
- Check the counting rule. Determine whether the provider bills on contacts, active profiles, marketing contacts, seats, sends, or a combination.
- Price the features you will actually use. Include SMS, webinars, ecommerce reporting, CRM seats, branding removal, extra users, and onboarding.
- Calculate the first-year total. Include annual discounts, tax, overages, setup fees, and the likely price after your list grows.
- Test cancellation and downgrade rules. A plan that is cheap to start may be costly to exit or may not reduce immediately after a downgrade.
Deliverability is partly your responsibility
Changing providers will not automatically put campaigns in the inbox. Google says senders need SPF or DKIM, valid forward and reverse DNS, TLS, RFC 5322-compliant messages, and spam rates below 0.3% in Postmaster Tools. Senders delivering more than 5,000 messages per day to Gmail accounts must use SPF, DKIM, and DMARC, with the From domain aligned to SPF or DKIM.
For promotional and subscription messages, Gmail requires one-click unsubscribe using RFC 8058 List-Unsubscribe headers, including an HTTPS URL. A visible unsubscribe link in the email body alone is not enough, and a mailto link alone does not qualify. This requirement does not apply to transactional messages such as password resets, purchase receipts, or one-time passwords.
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Our practical ranking
There is no objective universal winner because the cost of an email platform depends on list size, sending frequency, automation, integrations, and the value of a sale or lead. For most readers, the shortlist is best interpreted this way:
| Need | First platform to investigate |
|---|---|
| Simple small-business email | MailerLite |
| Low-cost email plus SMS or transactional messages | Brevo |
| Recognizable ecosystem and integrations | Mailchimp |
| Email connected to a CRM | HubSpot Marketing Hub |
| Complex automation | ActiveCampaign |
| Ecommerce behavior and product data | Klaviyo |
| Events, nonprofits, and live support | Constant Contact |
| Funnels, webinars, or courses | GetResponse |
| Creator newsletter and paid subscriptions | Kit |
| Traditional newsletter support | AWeber |
FAQ
What is the best email marketing software for a small business?
MailerLite is the strongest starting point for many small businesses because its free and low-cost plans cover campaigns, forms, landing pages, and automations. Brevo may be cheaper when monthly email volume matters more than contact count. Mailchimp is worth comparing if integrations and familiarity are more important.
Is free email marketing software really free?
Usually, but free plans impose limits such as subscriber caps, daily or monthly send limits, platform branding, restricted automation, or limited support. Free sends may not roll over, and some services can begin billing or change tiers after limits are exceeded. Read the current plan rules before importing a large list.
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How much should email marketing software cost?
A small list can cost nothing or roughly $9 to $39 per month, depending on the platform and features. Larger lists, advanced automation, SMS, ecommerce data, extra seats, overages, and CRM functions can raise the bill substantially. HubSpot Professional and Enterprise also list one-time onboarding fees of $3,000 and $7,000.
Does using email software guarantee better deliverability?
No. The provider supplies infrastructure, but inbox placement also depends on SPF, DKIM, DMARC, domain alignment, complaint rates, bounces, list permission, sending patterns, and engagement. Gmail’s bulk-sender rules also require one-click unsubscribe headers for marketing and subscription messages.
The Bottom Line
For a typical small business, start by pricing MailerLite, Brevo, and Mailchimp against your expected 12-month list size and sending volume. Choose HubSpot or ActiveCampaign when customer data and automation justify the extra cost, Klaviyo when ecommerce behavior drives revenue, GetResponse when funnels or courses are central, and Kit when the business is a creator-led newsletter. The winning platform is the one whose billing rules remain affordable as your list grows—not the one with the lowest advertised starting price.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
