For creating email campaigns, segmenting leads, shooting your contacts and even for nurturing and qualifying the base, email marketing tools are excellent resources.
If you are in doubt about the best tool, continue reading this content.
In it, we will show you 16 options available on the market, each one focused on a specific need.
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16 Best email marketing tools for every budget
There are hundreds of email marketing tools available on the market.
We have selected the 16 best options , separated below between the most suitable for small businesses (which have a low budget for this hiring) and the most suitable for large companies (which have a more robust process and are willing to make a higher investment).
We also include, for each topic, the grades and ratings received by the platforms on the main software and tool review sites: the B2B Stack , Kmaleon and Capterra .
Free or low-cost tools for small businesses
1. MailChimp – Best for small e-commerces
One of the most popular tools on the market, MailChimp stands out for offering a free plan with up to 10,000 email shots per month, for a base of up to 2,000 contacts.
In addition, it provides templates and a simplified editor, for creating emails with a more professional look.
It also offers paid versions, starting at $10/month, with more features such as automation, product recommendation, flows, etc.
Integrations with platforms such as Shopify, Magento and Woo Commerce are also another highlight for those who work with e-commerce and want to leverage actions.
Rating on the B2B Stack: 4.5/5
Rating on Kmaleon: 8.7/10
Rating on Capterra: 4.5/5
2. Mad Mimi – The best for those who want to export the HTML code of emails
Less known in the market, Mad Mimi is an alternative for creating marketing emails.
The free account allows you to store up to 100 contacts and the paid plans also start at $10/month.
This tool can be interesting for assembling emails in HTML and later exporting this code to another email triggering tool, but one that doesn't offer as many layout and creation possibilities.
If you prefer to use the trigger on another paid platform, such as a CRM, you can just create the email on Mad Mimi and then proceed with the campaigns through the platform already used by your company.
R*ating on the B2B Stack: 5/5*
Kmaleon Rating: 6/10
No Capterra rating.
3. GetResponse – Best for those who need 24/7 support
GetResponse is another email marketing tool that has a free plan, in this case up to 500 contacts .
Paid plans start at $13/month and feature more complex features, in addition to increasing the limit of contacts on the account.
This platform stands out from the others for the support provided to the user, since he can seek help from experts at any time of the day, every day of the week.
Rating on the B2B Stack: 4.8/5
No rating on Kmaleon.
Rating on Capterra: 4.1/5
4. HubSpot – Best for growing and scaling
One of the most robust marketing automation platforms, HubSpot Marketing Hub also offers a free version for up to 2,000 email shots per month, with paid versions of the upgradeable solutions starting at $45/month.
As the platform offers many other features, including several reports and hooks for converting visitors into leads, it is the best if you want to scale your planning and marketing activities.
Rating on the B2B Stack: 4.4/5
Rating on Kmaleon: 8.7/10
Rating on Capterra: 4.5/5
5. SendPulse – The best one to also explore SMS, web push and Facebook chatbots
SendPulse allows you to create a free account with up to 15,000 emails per month, for a base of up to 500 subscribers.
The values of paid plans start from 24 reais/month.
It has the differential of also sending communications through SMS, web push and chatbots to Facebook, so it can be an interesting solution for those who also want to work with these channels, bringing everything together on a single platform.
No rating on the B2B Stack.
No rating on Kmaleon.
Rating on Capterra: 4.4/5
6. Zoho – The best for combining marketing and sales
The Zoho email marketing tool is also a provider for corporate emails, as well as a sales CRM, which makes it easier to work between areas and to fully view the history of each contact, without having to create an integration between two different platforms.
Zoho has a free version for sending up to 6,000 emails/month to a base of up to 2,000 contacts.
Paid versions, with more features and unlimited emails, start at $3/month.
Rating on the B2B Stack: 4/5
Rating on Kmaleon: 9.5/10
Rating on Capterra: 5/5
7. SendInBlue – Best for a more robust contact base
SendInBlue offers up to 300 free email marketing shots per day (approximately 9,000 shots per month), with the advantage of not having a limitation on the number of contacts in the lead base.
Upgrade solutions start at $25/month for 20,000 emails with no daily send limit.
No rating on the B2B Stack.
No rating on Kmaleon.
Rating on Capterra: 4.5/5
8. Benchmark – The best for beginners
If your contact base is still modest and you want to take advantage of ready-made templates with the ease of a drag-and-drop editor, you should check out Benchmark .
The Benchmark platform (formerly called Hatchbuck) offers a free plan for up to 250 email shots per month.
The next upgrade plan starts at $10/month, with unlimited e-mail shots and increasing value according to the size of your contact base.
No rating on the B2B Stack.
No rating on Kmaleon.
Rating on Capterra: 4.4/5
9. SendGrid – Best for large scale
If you need a higher volume of submissions, with delivery security, SendGrid can be an interesting option.
The completely free version allows you to send up to 6,000 emails, to up to 2,000 contacts, but the platform is robust for a much higher volume of shooting.
Paid plans start at $15/month.
No rating on the B2B Stack.
No rating on Kmaleon.
Rating on Capterra: 4.2/5
Paid tools for small, medium and large companies
10. RD Station – The best for those looking for complete marketing solutions
RD Station is not just an email marketing triggering tool, but today it is the most prominent marketing automation platform in Brazil.
If, in addition to email campaigns, you are looking for detailed reports, lead generation, qualification and nurturing, the platform may be the best option for you.
RD Station also releases new features regularly and has expert technical support.
However, we do not recommend it to smaller companies because its cost is higher.
You can try it for free for 30 days or hire plans from 19 reais/month.
The simplest plan doesn't give you access to many features that make the platform interesting, so the really relevant plans start at 489 reais/month.
Rating on the B2B Stack: 4.7/5
Rating on Kmaleon: 9.4/10
Rating on Capterra: 4/5
11. Mailify – The best for those looking for cutting edge technology
Mailify stands out for its features, ease of use and the technology used, based on Artificial Intelligence.
With this, the deliverability of emails, the management of the contact list and the analysis of the lead base are differentiated.
The platform can be tried for free for 30 days and the paid plan starts at 59 dollars/month.
No rating on the B2B Stack.
No rating on Kmaleon.
Rating on Capterra: 4.5/5
12. E-goi – The best for medium and large e-commerces
In addition to sending marketing emails, the E-goi platform enables lead generation, integration of various channels, sms marketing, mobile push, web push, automation flows, lead scoring and e-commerce tracking.
These features, especially the last one, make this the choice of many larger online sales players.
The free plan offers unlimited emails, but the paid plans, with other features, start at 44.99 reais/month.
Rating on the B2B Stack: 4.5/5
Rating on Kmaleon: 9.0/10
Rating on Capterra: 5/5
13. Litmus – Best for delivery, open and click rates
The Litmus email marketing tool offers as a differential the creation of emails and specific resources for each server, thus ensuring that the elements do not have loading problems and that the chances of falling into SPAM are reduced.
Plans start at $79/month, but you can enjoy 90 days free to test the platform.
No rating on the B2B Stack.
No rating on Kmaleon.
Rating on Capterra: 4.6/5
14. Lahar – The best for good value for money
Like RD Station, Lahar is another Brazilian platform in the marketing automation market.
It is possible to try the platform for 15 days without paying anything and the paid plans are more affordable, with values between 113 and 565 reais/month.
The tool provides, in addition to triggering, other features such as SMS Marketing, user support, possibility of sub-accounts, lead capture, contact segmentation, flow automation, etc.
Rating on the B2B Stack: 4.8/5
Rating on Kmaleon: 9.5/10
No rating on Capterra.
15. Mailbiz – The best for those who want specialized advice
The Mailbiz platform stands out for the consultancy offered to its customers, especially for e-commerces.
So, if your company does not have a contracted marketing agency, it may be interesting to opt for it.
In addition, it also offers the main functionality found in other email marketing and marketing automation triggering tools.
The plans start at R$329 reais/month and go up according to the size of the contact list and the number of e-mails sent.
Rating on the B2B Stack: 4.9/5
Rating on Kmaleon: 9.8/10
No rating on Capterra.
16. ActiveCampaign – The best for unifying marketing and sales flows
In addition to the function of triggering email campaigns, capturing leads and marketing automation, ActiveCampaign offers a very simple and practical CRM.
With the possibility of using only one tool for marketing and sales, it stands out for allowing the creation of complete funnel flows, which cover combined actions of the two sectors.
Plans start at 49 reais/month and you can test the platform for free.
Rating on the B2B Stack: 4.6/5
Rating on Kmaleon: 7.7/10
Rating on Capterra: 4.6/5
What are email marketing tools?
These are tools focused on creating, editing and launching email marketing campaigns , which usually offer ready-made templates, templates and layouts to make your job easier.
Several email marketing tools also have other features such as:
- Automatic shipments;
- Segmentation of lists according to information or lead behavior;
- Automated email flows to qualify and nurture contacts;
- Dashboard with performance metrics and reports;
- Lead scoring and lead tracking;
- Integration with other marketing and sales platforms.
How to choose an email marketing tool?
There are many options for excellent quality email marketing tools on the market today and choosing between them can be a bit confusing.
Some points must be taken into account for this choice. We highlight, among them:
- Size of your contact base;
- Value of plans and pricing method;
- Available features;
- Availability of ready-made templates and designs;
- Integrations with the other platforms used;
- Number of planned shots per day/month;
- Between others.
How to do email marketing?
In addition to telling you which are the best options for email marketing tools for each need, we have gathered tips for those who are starting or improving this strategy .
Choose the most suitable email marketing tool
Understand your needs and possibilities and then choose the most suitable tool.
Objectives, base size, firing volume, integrations and budget are part of the selection points and this choice also affects the success of your email campaigns.
Build your contact list
To start your email marketing strategy you need to consolidate your email base.
You can include in this list customers and partners of your brand, leads that have already been worked by the commercial, but did not close a deal and you can also work on the aspect of generating new contacts, to gradually increase your base.
We remind you that it is necessary to obtain permission from users to store information and send emails.
You should not buy leads or email lists in any way.
Define the segments that will be worked
As we mentioned, your base can be formed by different contact profiles.
Let's say you manage a furniture store.
Among your contacts, you can have a list of clients, another one of leads who made a quote and didn’t close it, another one of partner architects who recommend your store, another one of suppliers…
Communication for all these audiences is different and you need to assess which segments you will work with in your marketing strategy.
Know your audience
To succeed in communicating via email, you need to know the behavior and interests of your audiences and your targeted lists.
After all, without it, your emails will be discarded and the objective is not fulfilled.
Set your goals
Why do you want to start or intensify your email marketing strategy?
Your goals need to be clear, because only then will you be able to put together a plan focused on ensuring the achievement of these goals.
The theme, frequency and language of the email change with different objectives such as:
- Relationship;
- Stimulus to purchase;
- Nutrition;
- Base qualification;
- Post-purchase, etc.
Determine what types of emails you should send
You need to have well defined who your audiences are, preferably already with the segmentations designed.
Then you need to establish the type of email, frequency and broader themes.
Again, think about the profiles of your audiences and test to see if what you predicted will really pique their interest.
Build an efficient flow
In addition to the more traditional triggering of marketing emails, you can explore, in almost all the tools we mentioned, email automation flows.
In this type of resource, you already have an email sequence set up and configured.
Thus, a lead enters this flow according to a given event or trigger, such as a conversion into an LP or entry into a segment.
For these flows to be efficient, you need to think not only about the profile, but the stage of the sales funnel each contact is in and determine the right hooks for advancing the automatic flow.
Be authentic in communication
Like all other communication materials for your brand, the email must also have the language and identity that makes it stand out from the competition.
So invest in the texts and visuals of the emails, adapt them to your brand and be creative — you will be competing with many others in your lead's inbox.
Offer valuable content
Getting people to sign up to receive your emails is a challenge.
But even greater is the challenge of keeping these people interested in what you shoot.
To attract this attention and maintain a relationship, we reinforce the importance of the themes developed, of really useful content for the lead and of the personalization of the emails.
Make reading easier
Reading emails should be made easier.
This involves using short sentences and paragraphs, avoiding jargon and complicated words, exploring direct order in sentence construction.
In addition, the look of the email also helps in reading.
So, give spacing between text blocks, use features such as lists and bullet points, and facilitate access to contact information with a fixed footer.
Spend time on topic and CTAs
The subject is what will determine the lead's interest in opening the email or not and the CTA (Call to Action) is what will arouse interest or not in the click.
So pay attention to the choice of texts for these two elements.
They should be thought-provoking, impactful, and take into account factors such as your contact's funnel stage, the expected goal of the proposed action, sense of urgency, etc.
Again, test to understand what works with each segment of your audience.
Monitor the success of each campaign
And how will you control these tests and identify best practices?
Through metrics.
In each shot, track rates such as delivery, opening and clicks, in addition to bounces and unsubscribes.
Also keep an eye on the averages over a period and see which emails, themes, subjects and CTAs stood out, to follow these ideas in the next shots.
Conclusion
Choosing email marketing tools is just one of the steps towards a successful strategy.
We remind you that many CRMs also have email marketing triggering functionality and nurturing flows built into the package.
Check if this is not the case for the platform you already use or, if you also need to choose a sales tool, consider those that will save resources by already offering emails.
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