The short answer
Email marketing software lets you collect subscribers, send campaigns and newsletters, and automate follow-up emails based on subscriber behaviour. There is no single best tool for everyone: in our July 2026 testing, MailerLite is the best overall value (full automation on its free plan, gentle paid pricing), Kit is best for creators and newsletters (free to 10,000 subscribers), Brevo is best for large lists emailed occasionally (300 emails/day free, send-based pricing), and Omnisend is best for ecommerce (built-in cart-recovery flows plus email and SMS). Pick by your list size, whether you sell products, and how much automation you need.
Email marketing tools, compared
Side by side on the criteria that decide the bill and the results. Scores are ours; figures are from each provider's published 2026 pricing.
| Tool | Our score | Free plan | Paid from | Best for | |
|---|---|---|---|---|---|
MailerLiteBest overall value |
4.7/5 ★★★★★ |
Free to 250 subscribers, 2,500 emails/mo up to 3 automations included; free tier cut to 250 subs in June 2026 |
~$10/mo1,000 subscribers | Most small businesses & value seekers | Visit MailerLite →Read full guide |
Kit (ConvertKit)Best for creators |
4.6/5 ★★★★★ |
Up to 10,000 subscribers 1 automation, 1 landing page |
~$39/moCreator, 1,000 subs | Newsletters, writers & creators | Visit Kit →Read full guide |
BrevoBest free / high volume |
4.5/5 ★★★★☆ |
300 emails/day, unlimited contacts send-based pricing |
~$9/mo5,000 emails/mo | Large lists emailed occasionally | Visit Brevo →Read full guide |
OmnisendBest for ecommerce |
4.4/5 ★★★★☆ |
Up to 250 contacts, 500 emails/mo email + SMS in one |
~$16/mo500 contacts | Online stores & cart-recovery flows | Visit Omnisend →Read full guide |
GetResponseBest for automation |
4.3/5 ★★★★☆ |
Free tier for small lists limited automation |
~$19/moentry paid plan | Complex, branching workflows | Visit GetResponse →Read full guide |
AWeberBest for beginners |
4.1/5 ★★★★☆ |
Up to 500 subscribers core features included |
~$15/moLite, 500 subscribers | First-timers who want simple setup | Visit AWeber →Read full guide |
Figures reflect each provider's published 2026 pricing and free-tier limits and may have changed since this page was last updated. "Paid from" shows a representative entry plan, not the cheapest possible promo. Always confirm on the provider's site.
Our picks by use case
One award per tool — chosen by where each genuinely stands out, not by who pays.
The full automation builder, A/B testing and unlimited landing pages on a free plan, then gentle paid pricing. The default starting point for most small businesses.
Visit MailerLite →Built for writers and newsletters: subscriber tagging, paid newsletters, and a free plan that scales to 10,000 subscribers before you pay a cent.
Visit Kit →Send-based pricing means you can store an unlimited list and pay only when you send. The free 300-emails-a-day tier is unusually generous.
Visit Brevo →Pre-built cart-recovery and post-purchase flows, deep store integrations, and email + SMS in one tool — designed around store revenue.
Visit Omnisend →Email occasionally to a big list — Brevo stores unlimited contacts free and charges by send. Need branching automation that scales — GetResponse has the deepest workflow builder here. Both have honest free starting points.
How we review
We don't crown a single winner, and we don't take payment to rank a tool higher. Each platform is scored out of 5 across five weighted criteria, using publicly documented features and pricing as of July 2026:
- Free plan & pricing (30%) — how far the free tier goes and how the paid plans scale with list size.
- Automation depth (25%) — welcome flows, branching logic, segmentation and triggers.
- Deliverability features (20%) — authentication, list hygiene tools and sending reputation controls.
- Ease of use (15%) — editor, templates and time-to-first-campaign.
- Support (10%) — channels, hours and documentation.
Some outbound links are affiliate links, meaning we may earn a commission if you sign up — but our scores are set before any commercial consideration and never adjusted for it. Pricing and limits move constantly; we link you to each provider's live page so you can confirm the current numbers.
Dig deeper
Use-case guides with the same honest, best-for-the-catch approach.
Best for Small Business
Deliverability, automation and pricing models that scale without surprises.
Read the guide →Best for Creators
Newsletters, paid subscriptions, and where each tool takes its cut.
Read the guide →Best for Ecommerce
Abandoned-cart flows, store integration, and revenue-driving automation.
Read the guide →Best Free Tools
Real free plans, not 14-day trials. What you get for $0 and the limits that bite.
Read the guide →Best Automation Software
Choose by the workflows you need — drip, cart recovery or branching journeys.
Read the guide →Mailchimp Alternatives
Switching tools? Pick by why you're leaving — price, automation or free plan.
Read the guide →Newsletter Platforms Compared
Subscription cuts, discovery and website ownership, side by side.
Read the guide →How Much Does It Cost?
The pricing models, what quietly drives the bill up, and how to budget.
Read the guide →Build a List From Scratch
Lead magnets, opt-in pages and traffic sources that actually convert.
Read the guide →Email vs Social Media
Owned audience vs rented reach — where each channel really wins.
Read the guide →