How much does email marketing software cost?

Email marketing software costs $0 to $100+/month depending on contacts and features. Free plans ($0/mo): Mailchimp Free (500 contacts, 1,000 emails), Brevo Free (300 emails/day, unlimited contacts), ConvertKit Free (1,000 subscribers), Klaviyo Free (250 contacts, 500 emails). Budget paid plans ($13-20/mo): Mailchimp Essentials ($13/month, 6,000 emails, A/B testing), Mailchimp Standard ($20/month, 6,000 contacts, automation), ActiveCampaign Starter ($15/month, 1,000 contacts, unlimited emails, automation). Mid-range plans ($30-75/mo): Mailchimp Premium ($100/month, 10,000 contacts), ActiveCampaign Plus ($49/month, 2,500 contacts), Klaviyo ($45/month, 1,000 contacts). Enterprise plans ($100+/mo): ActiveCampaign Professional ($79/month), HubSpot Marketing Professional ($800/month). Recommendation: Start with Mailchimp Free ($0). Upgrade to Mailchimp Standard ($20/month) when you need automation. Switch to ActiveCampaign ($15/month) if you need advanced automation. All prices verified as of July 2026.

What features should an email marketing tool have?

An email marketing tool should have these essential features: 1) Email builder — drag-and-drop editor with templates for professional emails without coding. 2) Contact management — store and segment subscribers by tags, groups, or custom fields. 3) Automation — drip campaigns, welcome sequences, abandoned cart emails, birthday emails. 4) Templates — pre-designed email templates for newsletters, promotions, announcements. 5) Landing pages — create lead capture pages with signup forms. 6) Analytics — open rates, click rates, bounce rates, unsubscribe rates, conversion tracking. 7) A/B testing — test subject lines, content, and send times. 8) Integrations — connect with CRM, e-commerce, social media, website. 9) Deliverability — high email deliverability rates (avoiding spam folders). 10) Mobile-responsive — emails look good on mobile devices. Nice-to-have: AI subject line suggestions, predictive sending, advanced segmentation, multi-step automation workflows. All prices verified as of July 2026.

Mailchimp vs ActiveCampaign: which is better?

Mailchimp is better for beginners and small lists. ActiveCampaign is better for automation and growing lists. Mailchimp Free ($0, 500 contacts, 1,000 emails/month) vs ActiveCampaign Starter ($15/month, 1,000 contacts, unlimited emails). Choose Mailchimp if: 1) You're just starting with email marketing. 2) You have fewer than 500 contacts. 3) You need a free plan. 4) You need landing pages and forms. 5) You want simple email campaigns. Choose ActiveCampaign if: 1) You need advanced automation (drip campaigns, lead scoring, conditional content). 2) You have 1,000+ contacts. 3) You send frequent emails (unlimited on ActiveCampaign). 4) You need CRM + email marketing in one tool. 5) You want better deliverability. Recommendation: Start with Mailchimp Free ($0). Switch to ActiveCampaign Starter ($15/month) when you need automation or exceed 500 contacts. See our [Mailchimp vs ActiveCampaign comparison](/en/article/mailchimp-vs-activecampaign-2026) for a detailed breakdown. All prices verified as of July 2026.

Can I use HubSpot for email marketing?

Yes, you can use HubSpot for email marketing. According to HubSpot's official pricing page: Free CRM includes 1,000 emails/month, email tracking, email templates, and basic email tools. Starter ($20/month) includes 5,000 emails/month, ad retargeting, and automation. Professional ($100/month) includes 10,000 emails/month, marketing automation, A/B testing, and advanced analytics. HubSpot is ideal for email marketing if: 1) You want CRM + email marketing in one tool (no need for separate Mailchimp subscription). 2) You need email tracking (see when recipients open emails). 3) You want to send emails from your CRM contacts directly. 4) You need lead nurturing automation (Professional plan). Pros of HubSpot for email: CRM integration, email tracking, meeting scheduling, free plan. Cons: 1,000 emails/month on free plan (Mailchimp offers 1,000 too but with 500 contacts), no landing page builder on free plan (Mailchimp includes it). Recommendation: Use HubSpot Free CRM for CRM + basic email. Use Mailchimp Free for dedicated email marketing with landing pages. See our [best free email marketing tools 2026](/en/article/best-free-email-marketing-tools-2026) guide. All prices verified as of July 2026.

How to Choose an Email Marketing Tool 2026

Affiliate Disclosure: Some links below are affiliate links. If you purchase through these links, we may earn a commission at no extra cost to you. Read our full disclosure.

How we evaluateEditorial methodology AI Tools Research standards

Key Takeaways

Mailchimp — Best email marketing — free 500 contacts, 1,000 emails/mo
HubSpot Marketing Hub — Best CRM + email — free 1,000 emails/mo
Semrush — Best for All-in-one digital marketing and competitor research
Canva — Best for Non-designers, marketers, social media teams
Notion — Best for Knowledge Workers

Official Sources Checked

We use vendor pricing pages and official websites to verify product details. External review-site ratings are not aggregated into schema.

Mailchimp official pricing HubSpot Marketing Hub official pricing Semrush official pricing Canva official pricing Notion official pricing

Quick Comparison

Tool	Best For	Starting Price	Action
MailchimpEditor's Pick	Small Businesses	Free / From $13/mo	Try Free
HubSpot Marketing HubEditor's Pick	Growing Businesses	Free / From $50/mo	Try Free
Semrush	All-in-one digital marketing and competitor research	From $139.95/mo	Try Free
Canva	Non-designers, marketers, social media teams	Free / Pro from $15/mo ($12/mo annual)	Try Free
Notion	Knowledge Workers	Free / From $10/user/mo	Try Free

Quick Verdict

Best email marketing tool for 2026: Mailchimp Free ($0, 500 contacts, 1,000 emails/month, basic templates, marketing CRM). Best free email marketing tool available. Upgrade to Mailchimp Essentials ($13/month, 6,000 emails, A/B testing) or Standard ($20/month, automation, 6,000 contacts). Alternative: HubSpot Free CRM includes email tools ($0, 1,000 emails/month, email tracking). For automation: ActiveCampaign Starter ($15/month, 1,000 contacts, unlimited emails, automation). For e-commerce: Klaviyo (free up to 250 contacts, $45/month for 1,000 contacts). Selection criteria: 1) Free plan availability, 2) Contact limit, 3) Email volume, 4) Automation, 5) Templates, 6) Integrations, 7) Deliverability, 8) Analytics. All prices verified as of July 2026.

Expert Perspective

All pricing verified against official product pages as of July 2026. Mailchimp Free: $0, 500 contacts, 1,000 emails/month, basic templates, marketing CRM, landing pages. Mailchimp Essentials: $13/month, 500+ contacts, 6,000 emails, A/B testing, remove Mailchimp branding. Mailchimp Standard: $20/month, 6,000 contacts, automation, retargeting ads, advanced analytics. HubSpot Free CRM: $0, 1,000 emails/month, email tracking, email templates. ActiveCampaign Starter: $15/month, 1,000 contacts, unlimited emails, automation, landing pages. Klaviyo: Free up to 250 contacts/500 emails, $45/month for 1,000 contacts. Brevo (formerly Sendinblue): Free, 300 emails/day, unlimited contacts. ConvertKit Free: $0, 1,000 subscribers, basic automation.

Based on official product pages and pricing pages as of July 2026.

This reflects our editorial team's perspective based on research and publicly available documentation.

How to Choose an Email Marketing Tool 2026: Complete Guide

Email marketing remains one of the highest-ROI marketing channels for small businesses. This guide helps you choose the best email marketing tool in 2026.

Disclosure: This article contains affiliate links. We may earn a commission from qualifying purchases at no additional cost to you.

For more resources, see our best free email marketing tools 2026 guide, our Mailchimp vs ActiveCampaign comparison, and our best software for startups 2026 guide.

Why Email Marketing Matters in 2026

Email marketing delivers an average return of $36 for every $1 spent — higher than any other marketing channel. For small businesses, email is essential because:

Direct access: Email reaches customers directly — no algorithm filtering
Ownership: You own your email list — unlike social media followers
Cost-effective: Free plans available, paid plans start at $13/month
Automation: Welcome sequences, drip campaigns, and abandoned cart emails work 24/7
Personalization: Segment subscribers by behavior, interests, and purchase history

Step 1: Assess Your Email Marketing Needs

List size: How many subscribers do you have? Mailchimp Free: 500 contacts. Brevo Free: unlimited contacts. ConvertKit Free: 1,000 subscribers.

Email volume: How many emails do you send per month? Mailchimp Free: 1,000 emails/month. Brevo Free: 300 emails/day (≈9,000/month). ActiveCampaign: unlimited emails.

Automation needs: Do you need automated welcome sequences, drip campaigns, or abandoned cart emails? Mailchimp Free has no automation. ActiveCampaign Starter ($15/month) includes full automation.

E-commerce integration: Do you sell products online? Klaviyo integrates with Shopify, WooCommerce, and BigCommerce for product recommendations and abandoned cart emails.

Budget: $0/month (free plans) or $13-100+/month (paid plans)?

Design needs: Do you need professional email templates? Mailchimp includes templates on free plan. Canva can design email headers (free, 250K+ templates).

Step 2: Compare Email Marketing Tools

Tool	Free Plan	Contact Limit	Email Volume	Automation	Price
Mailchimp Free	Yes	500	1,000/mo	No	$0
Brevo Free	Yes	Unlimited	300/day	No	$0
ConvertKit Free	Yes	1,000	Unlimited	Basic	$0
Klaviyo Free	Yes	250	500/mo	Yes	$0
HubSpot Free CRM	Yes	1,000	1,000/mo	No	$0
Mailchimp Standard	No	6,000	Unlimited	Yes	$20/mo
ActiveCampaign Starter	No	1,000	Unlimited	Yes	$15/mo
Klaviyo Paid	No	1,000	10,000/mo	Yes	$45/mo

All prices verified as of July 2026.

Step 3: Evaluate Key Features

Email Builder

A drag-and-drop email builder with templates lets you create professional emails without coding. Mailchimp, Brevo, and ConvertKit all include drag-and-drop builders on free plans.

Automation

Automation sends emails based on triggers (welcome email on signup, abandoned cart email on checkout abandonment, birthday email on subscriber's birthday). Mailchimp Free has no automation. ActiveCampaign Starter ($15/month) is known for advanced automation. Klaviyo includes automation on free plan (for e-commerce).

Templates

Pre-designed templates save time. Mailchimp includes basic templates on free plan. Canva can create custom email headers and graphics (free, 250K+ templates).

Landing Pages

Create lead capture pages with signup forms. Mailchimp Free includes landing pages. HubSpot Free CRM includes forms but not full landing pages.

Analytics

Track open rates, click rates, bounce rates, and conversions. Mailchimp Free includes basic reporting. Advanced analytics require paid plans.

A/B Testing

Test subject lines, content, and send times to optimize performance. Mailchimp Essentials ($13/month) includes A/B testing. Mailchimp Free does not.

Integrations

Your email tool should integrate with your CRM, e-commerce platform, website, and social media. Mailchimp integrates with 300+ apps. ActiveCampaign integrates with 850+ apps. Klaviyo integrates with Shopify, WooCommerce, BigCommerce.

Deliverability

Email deliverability is the percentage of emails that reach the inbox (not spam). Mailchimp, ActiveCampaign, and Klaviyo all maintain good deliverability rates. Brevo also has good deliverability.

Step 4: Consider Your Business Type

E-commerce: Need abandoned cart emails, product recommendations, and purchase-based segmentation. Choose Klaviyo (free up to 250 contacts, $45/month for 1,000). See our best software for e-commerce 2026 guide.

Startups: Need free plan and growth path. Choose Mailchimp Free ($0, 500 contacts). See our best software for startups 2026 guide.

Agencies: Need white-label reports and multi-client management. Choose ActiveCampaign ($15/month, automation). See our best software for agencies 2026 guide.

Nonprofits: Need free plan and nonprofit discount. Choose Mailchimp Free ($0, 500 contacts) or Mailchimp Standard with 15% nonprofit discount. See our best software for nonprofits 2026 guide.

Consultants: Need lead nurturing and thought leadership newsletters. Choose Mailchimp Free ($0) or ActiveCampaign Starter ($15/month, automation). See our best software for consultants 2026 guide.

Step 5: Test Before Committing

1. Sign up for free plans: Create accounts on Mailchimp Free, Brevo Free, and ConvertKit Free. No credit card required.

2. Import contacts: Import 50-100 contacts to test the import process and segmentation.

3. Send a test campaign: Create and send a test email to see how it looks in different email clients (Gmail, Outlook, mobile).

4. Test key features: Try the email builder, create a landing page, set up a form, and check analytics.

5. Check integrations: Verify that the email tool integrates with your CRM, website, and e-commerce platform.

6. Make a decision: Choose the tool that best fits your needs and budget.

Written by

Editorial Team

Founder & Lead Researcher

Expert in reviewing and evaluating business software and technology tools.

Frequently Asked Questions

How do I improve email deliverability?

To improve email deliverability (avoiding spam folders), follow these best practices: 1) Use a professional email domain — send from yourname@yourcompany.com, not @gmail.com. Use Google Workspace Starter ($6/user/month) for custom domain email. 2) Authenticate your domain — set up SPF, DKIM, and DMARC records. Most email tools (Mailchimp, ActiveCampaign) provide instructions for this. 3) Clean your list regularly — remove bounced emails and inactive subscribers every 3-6 months. 4) Get explicit permission — use double opt-in for new subscribers. Never buy email lists. 5) Avoid spam trigger words — words like 'free,' 'guarantee,' 'act now,' and excessive capitalization trigger spam filters. 6. Maintain a good sender reputation — send consistently (not too much, not too little), monitor bounce rates (keep under 2%), and unsubscribe rates (keep under 0.5%). 7. Use a reputable email service provider — Mailchimp, ActiveCampaign, and Klaviyo all maintain good deliverability rates. 8. Test before sending — send test emails to yourself and check if they land in inbox or spam. All prices verified as of July 2026.

What is the best free email marketing tool?

The best free email marketing tool is Mailchimp Free. According to Mailchimp's official pricing page, the free plan includes: 500 contacts, 1,000 emails per month, basic email templates, marketing CRM, landing page builder, basic reporting, and forms. Mailchimp Free is ideal for small businesses because: 1) 500 contacts — enough for starting email lists. 2) 1,000 emails/month — sufficient for monthly newsletters. 3) Drag-and-drop email builder — no coding needed. 4) Landing page builder — create lead capture pages. 5) Marketing CRM — manage contacts. 6) Forms — embed signup forms on your website. Alternative free email tools: Brevo (free, 300 emails/day, unlimited contacts), ConvertKit Free ($0, 1,000 subscribers, basic automation), Klaviyo (free up to 250 contacts, best for e-commerce). See our [best free email marketing tools 2026](/en/article/best-free-email-marketing-tools-2026) guide. All prices verified as of July 2026.

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Email Marketing Tool Selection Checklist

Free plan available (or affordable paid plan)
Contact limit meets your needs
Email volume sufficient for your sending frequency
Drag-and-drop email builder with templates
Automation (welcome sequences, drip campaigns)
Landing page builder
Analytics (open rates, click rates, conversions)
A/B testing (on paid plans)
Integrations with your CRM, website, e-commerce
Good deliverability rates
Mobile-responsive email templates
Scalability (can upgrade as list grows)

Email Marketing Implementation Timeline

Week 1: Setup and List Building

Day 1-2: Sign up for Mailchimp Free, set up your account and sender profile
Day 3-4: Import existing contacts (CSV import, up to 500 on free plan)
Day 5: Create a signup form and embed it on your website
Day 6-7: Set up a welcome email (manual for now — automation requires paid plan)

Week 2: Email Design and Content

Day 8-9: Choose and customize an email template that matches your brand
Day 10-11: Create a content calendar (weekly newsletter, monthly updates, promotional emails)
Day 12-13: Write your first newsletter — keep it short, valuable, and action-oriented
Day 14: Send your first campaign to your list and monitor results

Week 3: Optimization and Segmentation

Day 15-16: Analyze your first campaign results (open rate, click rate, unsubscribes)
Day 17-18: Segment your list (by signup source, interests, or engagement level)
Day 19-20: Create targeted content for each segment
Day 21: A/B test subject lines (requires Mailchimp Essentials, $13/month)

Week 4: Automation and Growth

Day 22-23: Plan your automation strategy (welcome sequence, re-engagement campaign)
Day 24-25: Set up a lead magnet (free guide, checklist, or discount code) to grow your list
Day 26-27: Promote your email list on social media and website
Day 28: Monthly review — assess list growth, engagement, and ROI

Email Marketing Integration with Other Business Tools

CRM (HubSpot): Sync contacts between Mailchimp and HubSpot CRM. When a contact subscribes in Mailchimp, they appear in HubSpot. Use Zapier (free, 100 tasks/month) to connect.

E-commerce (Shopify/WooCommerce): Connect Mailchimp or Klaviyo to your e-commerce platform for abandoned cart emails, product recommendations, and purchase-based segmentation.

Website (WordPress/Squarespace): Embed Mailchimp signup forms on your website. Most website builders have native Mailchimp integrations.

Social Media (Facebook/Instagram): Run lead generation ads that collect emails directly into Mailchimp. Mailchimp integrates with Facebook and Instagram ads.

Design (Canva): Create email headers, graphics, and banners in Canva Free ($0, 250K+ templates) and import them into Mailchimp emails.

Landing Pages (Mailchimp/ConvertKit): Use built-in landing page builders to create lead capture pages. Mailchimp Free includes landing pages.

Email Marketing ROI: How to Measure Success

Track these metrics to measure email marketing ROI:

1. Open rate: Percentage of recipients who open your email. Average: 20-30%. Target: 25%+. Improve with better subject lines and sender name.

2. Click rate: Percentage of recipients who click a link in your email. Average: 2-5%. Target: 3%+. Improve with clear call-to-action buttons and relevant content.

3. Conversion rate: Percentage of clickers who complete the desired action (purchase, signup, download). Target: 1-5% depending on industry.

4. List growth rate: Monthly percentage growth of your email list. Target: 2-5% per month. Track subscriber acquisition sources.

5. Unsubscribe rate: Percentage of subscribers who unsubscribe per email. Target: under 0.5%. High unsubscribe rates indicate content quality issues.

6. Revenue per email: Total revenue from email campaigns divided by number of emails sent. Track monthly to see if email marketing ROI is improving.

7. Deliverability rate: Percentage of emails that reach the inbox (not spam). Target: 95%+. Monitor bounce rates and spam complaints.

Email Marketing for MENA Region

Small businesses in the MENA region should consider these email marketing factors:

Arabic language support: Mailchimp supports Arabic email content and templates. ActiveCampaign supports Arabic. Brevo supports Arabic. Always verify Arabic support before choosing.

RTL email design: Ensure your email templates support RTL layout for Arabic emails. Mailchimp supports RTL. Test Arabic emails in different email clients (Gmail, Outlook, Apple Mail).

Local preferences: In MENA, WhatsApp is often preferred over email for business communication. Consider combining email marketing with WhatsApp Business for maximum reach.

Cultural considerations: When creating email content for MENA audiences, ensure imagery and content are culturally appropriate. Consider local holidays and religious observances when scheduling campaigns.

Deliverability in MENA: Some MENA email providers may filter international emails differently. Test deliverability with local email addresses and monitor bounce rates.

Common Email Marketing Mistakes

1. Buying email lists: Never buy email lists. Send to people who opted in. Bought lists have high spam complaints and damage your sender reputation.

2. Not segmenting: Sending the same email to everyone leads to low engagement. Segment by interests, behavior, or purchase history.

3. Ignoring subject lines: Subject lines determine open rates. Test different subject lines with A/B testing (Mailchimp Essentials, $13/month).

4. Not cleaning your list: Remove bounced and inactive emails every 3-6 months. A clean list improves deliverability.

5. Sending too frequently: Don't email daily unless subscribers expect it. 1-2 emails per week is a good starting point.

6. Not using automation: Welcome sequences, abandoned cart emails, and birthday emails work 24/7. Use ActiveCampaign ($15/month) or Mailchimp Standard ($20/month) for automation.

7. Not tracking results: Monitor open rates, click rates, and conversions. Adjust your strategy based on data.

Email Marketing Tool Pricing Comparison

Tool	Free Plan	Starter Plan	Professional
Mailchimp	$0 (500 contacts)	$13/mo (Essentials)	$20/mo (Standard)
ActiveCampaign	No	$15/mo (1,000 contacts)	$49/mo (Plus)
Brevo	$0 (300/day)	$25/mo (20K emails)	$65/mo (Brevo Plus)
ConvertKit	$0 (1,000 subs)	$25/mo (Creator)	$50/mo (Creator Pro)
Klaviyo	$0 (250 contacts)	$45/mo (1,000 contacts)	$150/mo (10,000 contacts)
HubSpot	$0 (1,000 emails)	$20/mo (5,000 emails)	$100/mo (10,000 emails)

All prices verified as of July 2026.

Final Recommendation

For most small businesses in 2026, Mailchimp Free is the best email marketing tool. It's free with 500 contacts, 1,000 emails/month, templates, landing pages, and a marketing CRM. Upgrade to Mailchimp Standard ($20/month) when you need automation.

Alternative recommendations:

Unlimited contacts: Brevo Free ($0, 300 emails/day, unlimited contacts)
Advanced automation: ActiveCampaign Starter ($15/month, 1,000 contacts, unlimited emails)
E-commerce: Klaviyo (free up to 250 contacts, $45/month for 1,000)
Creators: ConvertKit Free ($0, 1,000 subscribers, basic automation)
CRM + email: HubSpot Free CRM ($0, 1,000 emails/month, email tracking)

Best value path: Mailchimp Free ($0) → Mailchimp Standard ($20/month) → ActiveCampaign Plus ($49/month, for advanced automation).

Always verify current pricing on official email marketing tool websites before subscribing.

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Key Takeaways

Official Sources Checked

Quick Comparison

Quick Verdict

Expert Perspective

How to Choose an Email Marketing Tool 2026: Complete Guide

Why Email Marketing Matters in 2026

Step 1: Assess Your Email Marketing Needs

Step 2: Compare Email Marketing Tools

Step 3: Evaluate Key Features

Email Builder

Automation

Templates

Landing Pages

Analytics

A/B Testing

Integrations

Deliverability

Step 4: Consider Your Business Type

Step 5: Test Before Committing

Editorial Team

Frequently Asked Questions

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Related free tools

Email Marketing Tool Selection Checklist

Email Marketing Implementation Timeline

Email Marketing Integration with Other Business Tools

Email Marketing ROI: How to Measure Success

Email Marketing for MENA Region

Common Email Marketing Mistakes

Email Marketing Tool Pricing Comparison

Final Recommendation