There is no single best email tool. The right one depends on your list size, how much automation you need and whether you sell products online. Here are four established options and who each suits.
How we chose
We looked for tools that are widely used by small businesses, publish their pricing openly and offer a free plan or trial. This list is research-based and is not ranked by any payment from vendors.
Mailchimp: best all-rounder for stores and service businesses
Easy to learn, with strong templates and integrations. The free plan is small and the price climbs with list size. Read the Mailchimp review.
Kit: best for writers and creators
Formerly ConvertKit. Built around simple, text-first newsletters and selling digital products. Its free plan is reported to cover up to 10,000 subscribers with limited automation; paid plans start at about $39 a month.
Brevo: best if you send a lot to a large list
Formerly Sendinblue. Brevo prices mainly by the number of emails you send, not the contacts you store, which can work out cheaper for large lists that are emailed occasionally. It also includes SMS and a basic CRM. Check its site for current limits.
MailerLite: best on a tight budget
A simple, low-cost tool with a clean editor, landing pages and automation. It is often recommended for beginners who find larger tools overwhelming. Check its site for the current free-plan limits.
How to decide
- Selling products online? Start with Mailchimp.
- Mainly sending a newsletter? Start with Kit.
- Big list, infrequent emails? Price up Brevo.
- Small list, small budget? Try MailerLite.
Whichever you pick, work out the monthly cost at the list size you expect in twelve months. That number differs far more between tools than the starting price does.