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12 best email marketing services & tips to choose

Table of content

Are you searching for new, best email marketing services to take your B2B marketing campaigns to the next level? With so many options in the market, figuring out where to start can take time.

But fear not: I've done the research and listed the best services for your business.

Whether you're a small business just starting or a large enterprise looking to optimize your email marketing efforts, this list has got you covered.

In addition, you'll learn essential info about each platform to help you make an informed decision that suits your business needs.

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How does email marketing software work?

Email marketing software for small businesses & large companies allows users to create and distribute promotional or  informational emails to prospects/customers to boost lead gen and sales. 

Typically, this involves creating sequences using previously prepared templates or custom HTML, choosing a list of recipients, and scheduling the emails to be sent at a specific time or date.

Importance of B2B email marketing platforms

Yes, nowadays, companies can use a lot of different marketing channels. But listen, email marketing solutions are still one of the most effective ways to interact with prospects, & customers, one of the best methods of engaging, and building relationships with your audience, improving conversion rates, lead gen, etc.

Given the growing amount of letters sent and received daily, it is clear that email is still the preferred communication channel for many people. According to a study by the Radicati Group, the total number of mail users worldwide is expected to reach 4.4 billion by the end of 2024.

Plus, with the development of email marketing automation, it's getting easier for companies to personalize their campaigns and provide subscribers with relevant content. And relevant content for your target audience = getting results from newsletters.

Key benefits of email marketing services

  • You can get good results at a relatively low cost. Mailings are easily automated to save time and resources. There are a lot of really good platforms which offer their tools either cheaply or even for free (but with limited features). Such free email marketing services would be a perfect solution for testing the platform or for small businesses.

Moreover, it is more profitable in price compared to other marketing channels, such as advertising or direct mail, which take much more time, respectively human resources, for which the hourly rate is quite expensive.

With the right platform, companies can reach a large audience without breaking the bank.

  • You can segment your mailing lists to divide your contact base into categories and send personalized, narrowly targeted, relevant letters to the right people at the appropriate time. This leads to more emails being opened, links being clicked, and conversions increasing.

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  • Also, this method of interacting with the audience is well-measured. It allows you to track the success of campaigns and make data-driven decisions. For example, you can use analytics for newsletter tools to track metrics such as opens, clicks, and conversions, monitor subscriber behavior and engagement and find out what days/times you best send emails to your leads and customers.

This data can be used to optimize future campaigns and improve your overall marketing efforts.

What is the best email marketing tool? Top 6 criteria for choosing

How to choose the best email marketing software?

Features and functionality of email marketing services

A good solution for email marketing should have many functions to help you create and send effective campaigns, such as email automation, email templates, A/B testing, advanced analytics, segmentation tools, and more.

It's also important to consider the ease of use, the user-friendly user interface, and the ability to customize it yourself without additional lengthy onboarding.

Integration with other tools & email marketing platforms

Another critical factor to consider when choosing email marketing software for B2B companies is its ability to integrate with other platforms you use in your business.

For example, you can choose an email marketing service that integrates with your CRM to streamline customer generation and engagement processes. Integration with social media platforms, landing page builders, and analytics tools can also be essential.

Deliverability

A good email marketing service provider must have high deliverability rates to reach your audience's inbox and not end up in spam folders.

Note. The platform should also have robust security measures to protect your data and subscribers' from cyber threats and data breaches.

Email marketing services pricing

Pricing plans vary widely among different B2B email marketing services. So, it's essential to consider your budget and the features you need when evaluating your options.

Some providers charge based on the number of subscribers, while others charge based on the number of emails you send. It's also important to find out whether the service offers a free trial or a money-back guarantee.

Customer support & resources

Look for a platform that offers reliable customer support options such as phone, email, and chat support, as well as extensive online resources such as knowledge bases, and video tutorials.

Good customer support will help you get the most out of your email marketing campaigns and fix any problems related to the platform and its use.

Additional tools at email marketing platforms

Additionally to the tool for launching mailing lists, it is crucial to have extra functions for implementing email marketing to the fullest extent in one place. For example, tools for searching contacts, verifying the actual database, different essential integrations, etc.

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12 best email marketing campaign software for B2B companies

Email marketing software #1. Mailchimp

Mailchimp is the most in-demand service for creating and launching email campaigns. I've found this out for myself by talking to many owners/employees of different B2B companies. Over half of them named it their favorite solution.

This platform is liked for its large number of templates for email design, handy functionality, and the fact that Mailchimp monitors the «cleanliness» of its subscriber base, namely unsubscribing from not valid emails itself.

The main points Mailchimp

Item 1. Features Mailchimp:

  • Automated emails;
  • Targeted & engaging letters that increase customer engagement and loyalty;
  • A/B Testing & email scheduling;
  • Drag-and-drop templates and subject line helper;
  • Surveys & Code users own custom email templates.

Additional marketing email platform  tools – landing pages, digital ads, social posts, etc.

Item 2. Integration: connects with over 300 apps and services for seamless integration.

Item 3. Deliverability of this email marketing service provider: according to EmailToolTester 71.2%.

Item 4. Customer support & resources: 24/7 customer support via email, chat, or phone (for free plan email support available for the first 30 days) and extensive knowledge base and resources for self-help and troubleshooting.

Free subscription to this email marketing service provider is available for one user with 1000 monthly email sends.

Paid plans start at $13/mo for 500 contacts.

Score on the G2: 4.3. 

The best email marketing tool #2. AWeber

AWeber is a widely-used email marketing solution designed for small businesses. With its intuitive and user-friendly interface, AWeber lets you stay connected with your subscribers, catering to over 100,000 small businesses worldwide. Its standout features include a mobile app, AMP for email, and an AI-powered email design system.

The main points AWeber

Item 1. Email marketing features:

  • Subscriber segmentation and drag-and-drop email editor;
  • Automated campaigns that effectively connect with your target audience and reinforce your brand identity;
  • AMP for email and AI-powered email design.

Additional marketing email platform tools – analytics and reporting, landing page builder, push notifications.

Item 2. Integration: opportunity integrations with popular platforms such as WordPress, Shopify, Salesforce, etc. Available integration with Zapier to connect with over 1,000 apps.

Item 3. Deliverability according to EmailToolTester: 54%.

Item 4. Customer support & resources: customer support via email and live chat; extensive knowledge base with articles, videos, and tutorials; customer success team for personalized guidance and onboarding.

Free subscription to this email marketing service provider is available. Account management is accessible only to one user. Up to 500 email subscribers.

Paid plans start at $19,99/mo for unlimited users.

Score on the G2: 4.2. 

Top marketing services platform #3. HubSpot

HubSpot Marketing Hub is a full-service marketing platform for creating and launching email sequences, lead generation and business growth. This is not only a powerful service, but it's also a recognized leader in the industry. HubSpot was named a Leader in Gartner's Magic Quadrant for CRM Lead Management.

Main points for one of the best marketing email platforms HubSpot

Item 1. Features:

  • Automated emails;
  • Email templates & segmentation capabilities;
  • Link tracking and email reply tracking;
  • Custom tracking domain.

Additional platform tools – conversational bots, landing pages, mobile optimization, marketing events object, Domain Search, Email Finder, etc.

Item 2. Integration with other tools & platforms: available more than 1,100 integrations.

Item 3. Deliverability according to EmailToolTester: 48.8%.

Item 4. Customer support & resources: customer support via phone and chat, knowledge base, community forum, 1:1 technical support (for paid users).

Free subscription to this email marketing service provider is available. 1 Gmail or Outlook account can be used for mailings / recipients per campaign 500.

Paid plans start at $20/mo (up to 10 automated actions and 1,000 custom properties per object).

Score on the G2: 4.4.

Email marketing software #4. GetResponse

GetResponse is a comprehensive marketing platform that helps empower small and medium-sized businesses. It offers a lot of templates and landing pages. The service is also known for its advanced automation features, including tagging, scoring, and web event tracking.

Major points of one of the best email marketing service providers GetResponse

Item 1. Features:

  • List management & Segmentation;
  • Creating and automating email campaigns;
  • AI subject line generator;
  • Email design tools & templates;
  • A/B testing & analytics with reporting;
  • Autoresponders.

Additional options – CRM, marketing automation for sales funnels, webinars (up to 500 attendees), web push notifications, AI-driven product recommendations, etc.

Item 2. Integration:  Available connects with over 100 tools and platforms.

Item 3. Deliverability: The overall delivery rate is currently 99%, according to the company's official website info. But based on EmailToolTester, it is 65.2% at Inbox.

Item 4. Customer support & resources: GetResponse provides customer support through chat 24/7. They also have a comprehensive help center, webinar library, and blog with useful articles.

Free subscription to this email marketing software for small businesses is available with 2,500 newsletters per month (space for up to 500 contacts).

Paid plans start at $19/mo ( for 1000 contacts).

Score on the G2: 4.2.

The best email marketing software #5. Sendinblue

Sendinblue is a platform that offers a range of features with powerful personalization, as well as workflow automation, and contact management. It is known for its user-friendly platform, high email delivery, and pricing options.

Major points of one of the best email marketing tools Sendinblue

Item 1. Features:

  • Automated emails;
  • Ability to design emails and personalize content;
  • Drag & drop editor and email template gallery;
  • Segments based on criteria like gender, location, purchase history, etc;
  • Analytics and A/B testing;
  • Send time optimization.

Additional tools – SMS Marketing, WhatsApp campaigns, Landing pages, etc.

Item 2. Integrations: more than 60 plugins. 

Item 3. Deliverability rate according to EmailToolTester: main inbox 82.1%.

Item 4. Customer support & resources: help center, a blog with relevant user info, and social media channels.

Free subscription to this email marketing service provider is available with unlimited contacts and 300 emails per day.

Paid plans start at $25/mo (from 20k emails/month).

Rating score on the G2: 4.5.

Best email marketing service #6. MailerLite

MailerLite is a personalized email marketing software used by over 800,000 companies each month. It's known for being affordable and effective, with a free plan that's hard to beat. This software offers a range of plans to fit any budget. With a user-friendly interface and a free plan available, it's a popular choice among small and large businesses alike.

Main points of one of the best email marketing tools MailerLite

Item 1. Features:

  • Automated emails;
  • Email editors (drag & drop, rich-text, custom HTML);
  • Newsletter templates and free image library;
  • Manage sequences and subscribers;
  • Monitor campaign performance.

Additional platform tools – website builder, Landing pages, Signup forms, etc.

Item 2. Integration with other tools & platforms: more than 130 (HubSpot, Pipedrive, Zapier, etc).

Item 3. Deliverability according to EmailToolTester: 71.2%.

Item 4. Customer support & resources: customer support via email (for free users Monday - Friday) and prompt support in the chat room for paid users (from my experience, I can say that rather quickly the answer and there and help solve problems or explain some unclear questions to users).

Also, on their website, you can get a number of useful info in the knowledge base, video tutorials, blogs, and free online courses.

Free plan is available (for 1 user with 12,000 monthly emails).

It's a fairly affordable email marketing service because paid plans start at $10/mo for 3 users with unlimited monthly emails.

Rating score on the G2: 4.7.

Omnisend is a marketing automation platform that offers a variety of tools for email marketing, SMS messaging, push notifications, and more. With Omnisend, businesses can create personalized messages and automated workflows based on customer behavior and data. The solution also includes segmentation, A/B testing, etc.

President at US Water Systems CEO of Aqua Judge Mark Timmons

«Our team has achieved impressive results using Omnisend for our mailings: we've increased open rates by 15%, CTRs by 20%, and conversion rates have doubled since introducing their tool into our workflow. 

We attribute these successes directly to the power behind this email marketing service provider – its comprehensive set of approaches allows us to customize messages for any audience that can be integrated seamlessly within any platforms or website builders that support HTML forms. 

This helps us send personalized content while also managing complex transactional emails like order confirmations & follow-ups effortlessly.  Thanks to this powerful combination, we’ve seen an increase in ROI across all campaigns.»

Main points of one of the best email marketing tools Omnisend

Item 1. Omnisend features:

  • Creating and automating email campaigns;
  • Segment your audience based on behavior, preferences, & demographics to send more personalized and relevant emails.
  • Dynamic content. Users can personalize letters with dynamic content blocks that change based on customer data (location or purchase history).
  • Signup Forms & Reports and Analytics & Heat maps.

Additional tools – SMS campaigns, push notifications, integrations, and product recommendations.

Item 2. Integration with other tools & platforms: Omnisend has 50+ integrations with platforms and apps like Shopify, WooCommerce, Magento, BigCommerce, and more.

Item 3. Deliverability according to EmailToolTester: 57%

Item 4. Customer support & resources: platform proposes to help users via email, phone, and live chat. Besides essential info, leads and customers can find in blocks like this on the site – help center, podcast, ebook, etc.

Free subscription to this email marketing service provider is available with reach up to 250 contacts and 500 emails per month.

Paid plans start at $16/mo.

Rating on the G2: 4.6.

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Email marketing best platform #8. Campaign Monitor

Campaign Monitor is a bulk email marketing service that is also known for its drag-and-drop email builder, extensive integrations, and powerful analytics. It is used to find new customers, expand the target audience, and increase the number of sales. 

Main points Campaign Monitor

Item 1. Features:

  • Creating and automating email campaigns;
  • Custom coded and branded templates;
  • Segmentation tools;
  • Free image gallery (over 2 million free Unsplash images directly in the email builder);
  • RSS feed trigger & Transactional emails (sent based on a specific action);
  • Analytics and A/B testing.

Additional platform tools – Signup Forms, SMS, Expert services.

Item 2. Integrations: Available more than 100.

Item 3. Deliverability: According to the official Campaign Monitor website, the overall delivery rate is 99%. 

Item 4. Customer support & resources: knowledge base, communities, training videos, email & phone support.

Paid plans email marketing tools in Campaign Monitor start at $9/mo for unlimited users (2500 emails per month).

Free to create an account and send a campaign to five subscribers

Rating score on the G2: 4.1.

Email marketing tool  #9. ActiveCampaign

ActiveCampaign is a versatile marketing automation platform with email marketing, CRM, and sales automation. It offers customizable templates, automated workflows, and detailed reporting. One of the unique service’s features is a built-in spam tester. The most attractive one is determining whether emails will be marked as spam.

Major points of one of the top email marketing tools ActiveCampaign

Item 1. Features:

  • Automated emails;
  • Personalized sequences;
  • Broadcast, triggered & targeted emails;
  • List segmentation, dynamic content & A/B testing;
  • Autoresponders and transactional emails.

Additional tools – messaging, CRM, site tracking, landing pages etc.

Item 2. Integrations: integrates with 800+ different tools and services, including popular apps like Shopify, WordPress, Salesforce, and Slack. 

Item 3. Deliverability according to EmailToolTester: 84,3%

Item 4. Customer support & resources: customer support via email, live chat, and phone;  knowledge base with articles, videos, and guides to help users learn and use the platform more effectively. They also offer online community forums where leads/customers can share tips, ask questions, and connect with other ActiveCampaign users.

Paid plans start at $29/mo, billing yearly for 1 user.

You can try using ActiveCampaign for free for 14 days.

Rating score on the G2: 4.6.

Business email marketing software #10. Moosend

Moosend is email marketing and automation software for different industries. Saas, publishers, e-commerce, etc. This solution allows users to optimize their efforts and deliver value for leads and clients' content. Also, the platform offers a range of functions, including drag-and-drop email development, workflow automation, real-time analytics, and more.

Major points of one of the best email marketing tools Moosend

Item 1. Features and functionality:

  • Segmenting audience and advanced personalization;
  • Email automation functions;
  • Measuring engagement with A/B testing;
  • Powerful analytics for maximizing engagement;
  • Editor’s image picker to catch subscribers’ attention.

Additional options – CRM, landing pages, subscription forms, etc.

Item 2. Integration with other tools & platforms: more than 80 integrations.

Item 3. Deliverability according to EmailToolTester: 72.3%.

Item 4. Customer support & resources: contact support via email and chat on the website, knowledge base, video tutorials, etc.

Paid plans start at $9/mo (unlimited emails, 500 subscribers).

Moosend's free email marketing service is available just for 30 days.

Rating score on the G2: 4.7.

Professional email marketing service #11. Mailshake

Mailshake is a tool that helps companies generate leads and close more deals. It offers customizable templates, automated follow-ups, and easy-to-use features to optimize the customer experience.

Co-founder Loopex Digital Maria Harutyunyan:

«My team and I have found a real gem in Mailshake – it's our go-to tool for email marketing! Why? Not only is the interface simple to understand, but it also comes with all kinds of tools that help us tailor campaigns more effectively.

We can personalize messages using dynamic fields, target certain audiences through segmentation techniques, and use A/B testing strategies to optimize performance - they're like gold dust when you've got multiple projects on the go!

One of the things that I like most about Mailshake is its user-friendly interface. Mailshake makes multitasking a breeze! It is easy to navigate and allows us to quickly create and manage campaigns, even when juggling multiple projects simultaneously.

One of the best results we've seen from using Mailshake has been an increase in our open rates of 50%.»

The main points of good email marketing service Mailshake

Item 1. Features:

  • Сreating and automating email sequences;
  • Email templates & personalization;
  • Campaign Scheduling and A/B Testing;
  • Tracking and Analytics.

Additional tools – sales engagement platform, phone dialer, lead generation tools.

Item 2. Integrations: offers various integrations with other tools and platforms, including CRM systems like Salesforce, HubSpot, and Pipedrive. It also integrates with Zapier, allowing for easy connections to over 2,000 apps and services.

Item 3. Customer support & resources: knowledge base, support via email, Email deliverability setup assistant, and available onboarding call on email outreach plan.

Paid plans start at $58/month for one user (billed annually).

If you are unsatisfied with the platform, you can get your money back.

Rating score on the G2: 4.7.

Email marketing software #12. Show by Animaker

Show by Animaker is the groundbreaking AI-powered email automation tool that seamlessly blends cutting-edge technology with video services to deliver unparalleled results.

With an array of innovative features, Show offers you the best of both worlds, empowering you to create, automate, and optimize your email campaigns like never before. 

Key highlights of a premier email marketing service provider Show by Animaker

Item 1. Email marketing features:

  • Pre-warmed-up IPs for supreme deliverability: The industry's highest email deliverability rates with the pre-warmed-up IPs, ensuring your messages reach the right audience every time.
  • In-built CRM: Show's integrated CRM streamlines your interactions and keeps your data at your fingertips.
  • Show AI email generator: Crafting emails is a breeze with an AI-powered email generator. Just input prompts and watch as compelling content is effortlessly generated.
  • Advanced email analytics: Track your email performance with precision and make informed decisions.
  • Omniscript tracking: Dive deep into your campaigns with Omniscript tracking, allowing you to monitor custom events and attributes with ease.
  • In-built templates: Empower your campaigns with the curated templates, ready for any scenario.

Additional features: Interactive video hotspots, seamless social sharing, and more.

Item 2. Seamless integrations:

  • Seamless integration with email marketing platforms, including HubSpot, Marketo, Salesforce, and more than 100 others.

Item 3. Email deliverability excellence:

  • Pre-warmed-up IPs for stellar results: Witness an astounding 99% email deliverability rate – a testimony to the commitment to ensuring users' emails reach their intended destinations.

Item 4. Exceptional customer support & resources:

  • 24/7 premium support: Priority email and phone support are available round the clock for premium users.
  • Free support for everyone: Even free plans benefit from the responsive email support during business hours.

Forever-free plan offers up to 1000 emails per month and 500 Show AI credits/month.

Paid plans start at just $29/month. Enjoy up to 5,000 emails per month and 1000 Show AI credits/month for email content generation.

Rating score on the G2: 4.7.

Note. Each of these top email marketing software has a unique set of offerings and functions that make it a successful solution for sales and marketing professionals.

Some stand out for their ease of use and support resources, while others excel in automation and personalization features. It's necessary to assess your business needs and marketing goals to determine which service is best for you.

Summary: top email marketing platforms

  • Email marketing solutions are one of the most effective ways to interact with prospects, & customers, one of the best methods of engaging, and building relationships with your target audience, increasing brand popularity, improving conversion rates, growth of a lead generation, etc.
  • Key benefits of email marketing: getting good results at a relatively low cost; possibility segment mailing lists for better results; this method of interacting with the audience is well-measured.
  • Email marketing software for small and large businesses allows users to create and distribute promotional emails to prospects/customers.
  • Criteria for choosing advanced email marketing tools: features, integration with other tools, email deliverability, pricing, customer support & resources.

Best email marketing services: frequently asked questions

What is an email platform?

An email platform is a software that allows users to send, receive and manage emails. It also provides many features such as email templates, list management, scheduling, reporting, etc. With the email platform, users can easily create & send sequences to leads/customers, and track their effectiveness.

Why use email marketing software?

Email marketing platforms give B2B companies a lot of advantages, including the ability to automate and personalize sequences, segment audiences, track & analyze performance, and improve deliverability. By using email marketing software, businesses can save time & resources, increase the reach & engagement of customers/leads, and ultimately increase conversions & revenue.

Is MailChimp the best email marketing service?

Whether Mailchimp is the best email marketing service depends on individual business needs. While it is a well-established option with many features, other services better suit specific business or industry needs. It's essential to carefully evaluate & compare different services based on functions, pricing, and customer support before deciding.

Which 5 email marketing services would be ideal for small businesses?

According to G2's rating, we can highlight these 5 email automation services with a free plan and great features:

  • Mailchimp,
  • GetResponse,
  • Omnisend,
  • Sendinblue,
  • MailerLite.

It is crucial that these platforms not only have a free plan but also have various functions that can be used to set up great and effective campaigns.

Which email marketing service provider allows you to send attachments?

Email marketing service providers such as Mailchimp, Moosend and GetResponse allow users to send attachments, but only with a more advanced approach to email security and delivery. Subscribers can upload files to servers of these platforms and then include a link to them in the email.

About author

Marina Yunevych

I have 7+ years experience in content marketing and PR. I always try to bring my unique approach to projects, write helpful articles, guides, and interviews with valuable cases that strengthen brand identity and promote engagement. My mission now is to help small and medium-sized B2B business owners take their companies to the next level.