Your email marketing service provider can make or break your email campaigns. Choose the right partner, and you'll have the features and scale you need to takle any opportunity. Choose the wrong email marketing provider, and you might just dig yourself into a pit.
Email is a core communication channel for businesses of all sizes, thanks to its high return on investment and capacity for personalization. But to reap the benefits of this channel, you need an email service provider (ESP) that offers the tools and functionality to help you build a successful program.
So how do you find the right email marketing provider?
Whether you’re starting a brand-new email program for your business or looking to switch to an ESP that better suits your needs, it can be hard to choose between all the popular options out there. This post will help you narrow your search by providing an overview of the best email providers for businesses, big and small—plus tips on how to choose the right one.
First and foremost, look at the provider’s functionality and consider whether it’ll enable you to create a reliable email program. Look for proven deliverability, email security measures, and scalability to help your email program grow with your business.
Additionally, look for a provider that offers the email marketing features most important to your business. For example, if you want quick-to-design emails, look for a provider with a drag-and-drop editor and responsive, customizable templates. Or if your focus is on automation, look for a provider with intuitive automation features and audience segmentation tools.
Here are a few must-have features for any email marketing service provider:
Landing page builders
List segmentation
Automation workflows
Autoresponders
Beginner-friendly setup
Drip campaigns
Templates for email newsletters and more
Finally, consider whether the solutions the provider offers fit your business needs. Some providers focus on simplicity, making them a great fit for small businesses. And others offer a host of solutions ideal for mid-market and enterprise businesses with large teams and complex needs.
Pricing is probably top of mind as you look for a new ESP. As you compare options, look at the pricing structure, the contact and monthly email limits, and the functionality offered at each tier. This will give you an idea of whether a provider is a good fit and help you create value while maintaining your budget. Additionally, consider the provider’s entry-level plan and whether it allows you to concept test before you commit to a paid plan.
Your email program is a significant piece of a larger marketing strategy, and the best way to ensure all pieces are in sync is to integrate your ESP with the rest of your applications. For example, integrating your ESP with your customer data platform (CDP) facilitates the flow of data and enables you to send highly personalized email campaigns.
As you compare providers, look at the partners and integrations to ensure a seamless fit with your existing tech stack.
Deliverability for your transactional emails and marketing messages might be the most important factor on this list—if nobody sees your emails, nothing else matters, right? Choose an email service provider with a solid reputation for delivering emails.
For example, SendGrid's email platform has a 99% deliverability rate that's higher than anyone else in the industry. That's performance you can trust.
Look for features like advanced segmentation, list segmentation, unsubscribe management, and personalization. The more powerful, the better. Managing your email lists helps with all your marketing efforts—from lead generation to sending to conversion.
The purpose of your email service provider is to build and send emails, right? So, naturally, the best email marketing software will have a robust email editor.
Look for an editor that offers both drag-and-drop (common), code editing (less common), and a hybrid approach (rare). Fortunately, that's what SendGrid's email marketing campaigns editor provides—so you don't have to look too far.
Finally, look for a provider that sets you up for success with resources that help you get started and troubleshoot common issues, such as a blog or help center. Additionally, consider the type of customer support the provider offers at each subscription level, such as ticket or live chat support, to help you resolve complex issues in a timely manner.
To assess the best ESPs, we evaluated ease of use, scalability, and functionality. With that in mind, let’s look at the top email marketing providers for businesses.
Best for: High-volume senders and B2C companies looking to scale
Twilio SendGrid empowers users to create and send engaging emails with a full suite of email design and deliverability tools. It offers multiple ways to design emails—drag and drop, HTML, or both—plus approachable automation tools that allow businesses to create meaningful connections with a light lift.
An industry leader in sending volume, SendGrid has 99.9% uptime. Additionally, it offers the tools and expertise senders need to optimize their inbox delivery rate, including dedicated IPs, custom domains, authentication protocols, and more.
Plus, you get detailed analytics for everything from performance (with click-through rates, open rates, and the like) to campaign management.
Features:
Drag-and-drop and HTML editors
Responsive email templates
Embedabable sign-up forms
Automation
Email testing
Messaging and deliverability analytics
Dedicated IPs
Integrations: SendGrid provides directintegrations across Twilio products, like Messaging and Conversations, enabling users to engage customers on any channel. Additionally, the Twilio Segment integration allows users to create and update contacts in SendGrid and leverage the CDP to create targeted campaigns.
Resources and support: SendGrid provides users with extensive support with a knowledge center, blog, long-form resources, and expert services. All users have access to ticket support, and paid plan subscribers have access to chat and phone support, depending on the level.
Pricing: SendGrid’s free plan includes up to 2,000 contacts and up to 6,000 emails a month. Paid Marketing Campaigns plans begin at $15 a month.
Best for: Large B2B companies looking for a versatile solution
HubSpot’s multifaceted solutions center around 3 hubs that help businesses streamline marketing, sales, and customer service initiatives. Its free email marketing software includes an intuitive email builder that doesn’t require design or IT expertise, plus limited access to features like email automation and sign-up forms.
The paid Marketing Hub plans give users access to additional tools like omnichannel marketing automation and campaign reporting. Additionally, HubSpot offers integration with its customer relationship management (CRM) platform, allowing users to view contact insights and personalize emails.
Features:
Email templates
Drag-and-drop editor
Personalization tools
A/B testing
Analytics
Integrations: HubSpot has a library of apps and services you can connect with its solutions and offers integrations across its 3 hubs.
Resources and support: HubSpot has an extensive blog, courses and certifications, and onboarding and consulting services. Free account users have access to community support, Starter accounts include email and chat support, and Enterprise and Professional accounts include phone support.
Pricing: HubSpot’s basic email marketing tools are free with HubSpot branding. If you’d like to remove the HubSpot branding or access more advanced features like email automation, you can upgrade to the paid Marketing Hub, Sales Hub, or CRM Suite, with plans starting at $18 a month for 1,000 contacts.
Best for: Ecommerce businesses looking for a straightforward email solution
Klaviyo offers email and SMS marketing solutions geared toward ecommerce businesses. Its email marketing software leverages prebuilt automations and behavior-based personalization to help businesses nurture customer relationships. Additionally, Klaviyo offers email deliverability tools, like domain authentication and IP warming, to help users reach the inbox.
With Klaviyo’s native SMS tools, marketers can manage both channels from a single platform and create integrated campaigns.
Features:
Email templates
Audience segmentation
Prebuilt behavior-based automations
Real-time customer profiles
Data analysis and reporting
Resources and support: Klaviyo’s customer resources include a blog and podcast, live training, the Klaviyo Academy, and live support for paid subscribers.
Integrations: Klaviyo offers prebuilt integrations, including ecommerce tools, that allow users to connect their tech stack.
Pricing: Klaviyo’s free plan includes up to 500 emails per month for up to 250 contacts, plus 150 SMS/MMS credits a month. Paid Email plans start at $20 a month, and Email-and-SMS plans start at $35 a month.
Best for: Small businesses looking for a full marketing suite
Constant Contact offers a suite of digital marketing tools, including email, SMS, social media, and marketing automation. Its email marketing solution features a drag-and-drop editor, automation tools, and a mobile app, enabling users to manage emails from their smartphone.
Users can connect various Constant Contact tools to tailor marketing campaigns to customers on multiple channels, including social media and SMS. Additionally, its email tracking software provides the data senders need to understand delivery rates, engagement, and more.
Features:
Email templates
Drag-and drop editor
Marketing automation
Subject line testing
Mobile app
Integrations: Constant Contact offers direct integrations with creative tools, like Canva and Vimeo, and native tools for social media marketing, SMS marketing, and marketing automation.
Resources and support: Constant Contact offers support through a subscription-based small business hub, one-on-one marketing advisors, professional services, a knowledge base, and live support through various channels.
Pricing: Constant Contact doesn’t offer a free plan. However, paid Digital Marketing plans begin at $9.99 a month for up to 500 contacts.
Best for: New businesses looking to generate leads
GetResponse offers various digital marketing tools particularly useful for new businesses. This includes inbound marketing tools to help businesses build and host websites and start generating leads with landing pages and sign-up forms.
With GetResponse’s email marketing tools, businesses can create and send newsletters, set up automated series, and create automated blog digests. It offers an intuitive drag-and-drop editor and a stock photo library, allowing small businesses to get started with email marketing quickly.
Features:
Drag-and-drop editor
Free stock photos
Email templates
Personalization tools
A/B testing
Landing page design
Resources and support: GetResponse has a library of guides and webinars, a help center, and 24/7 live chat support.
Integrations: GetResponse offersintegrations with tools for ecommerce, workflow management, lead generation, and more.
Pricing: GetResponse’s free plan includes up to 500 contacts and 2,500 newsletters a month. Paid Email Marketing plans begin at $15.58 per month for up to 1,000 contacts.
Best for: Busy marketers looking for time-saving solutions
Moosend is an email marketing and automation solution that promotes ease of use with its time-saving tools. Its email marketing service features behavior-based personalization, simplified segmentation tools, and customizable templates. With premade automations, marketers can quickly create automated campaigns for the full customer journey.
Additionally, Moosend offers editable email sign-up forms and drag-and-drop landing page design to help generate sign-ups.
Features:
Prebuilt automations
Personalization tools
A/B testing
Campaign analytics
Email templates
Landing page design
Sign-up forms
Integrations: Moosend offers no-code integrations with ecommerce tools, CRM software, and more.
Resources and support: Moosend’s resources include video tutorials on how to use the platform’s features, a help center for common questions, and customer support via live chat and email.
Pricing: Moosend offers a free 30-day trial, and the paid plans begin at $9 a month for up to 500 contacts.
Best for: Ecommerce businesses looking to automate email and SMS
Omnisend offers integrated email and SMS tools to help businesses increase conversion rates. Its email features include prebuilt automations, behavior-based segmentation, and customizable templates, all aimed at helping businesses save time and target customers with personalized communications.
With built-in ecommerce integrations, Omnisend is a good option for online shops looking to drive sales through email and SMS campaigns.
Features:
Email templates
Prebuilt automations
Dynamic content personalization
Segmentation tools
SMS and push notifications
Integrations: Omnisend providesone-click integrations with ecommerce tools like Shopify and WooCommerce, social media platforms, and more.
Resources and support: Omnisend offers courses and live training through the Omnisend Academy, a help center, and 24/7 customer support.
Pricing: Omnisend’s free plan includes up to 250 contacts, 500 emails, and 60 SMS a month. Paid plans start at $16 a month for 500 contacts.
Best for: New businesses getting started with email marketing
Campaign Monitor offers straightforward email design and automation tools that make it accessible for new businesses to start building campaigns. It offers a library of responsive templates and a drag-and-drop email builder, plus template management that allows teams to collaborate while keeping brand style consistent.
Additionally, its approachable visual journey designer allows marketers to quickly create automated email series, such as welcome emails and loyalty campaigns.
Features:
Drag-and-drop editor
Email templates
Smart segmentation
Link review
Visual journey designer
Analytics
Integrations: Campaign Monitor has prebuilt integrations with Salesforce, WordPress, Shopify, and more.
Resources and support: Campaign Monitor’s resources include blogs, webinars, a knowledge base, expert services, and an on-demand email marketing academy. Users can access ticket support when logged into their Campaign Monitor account.
Pricing: Campaign Monitor offers a free trial that includes test emails for up to 5 contacts. Paid plans start at $9 a month for up to 500 contacts.
Best for: Lower-volume senders looking for an easy-to-use solution
Mailchimp is an email marketing and automation solution offering to help customers gain more open, clicks, and sales. It’s popular for its easy-to-use email designer and automations builder. Additionally, it offers marketing services such as landing page design and a social media ad builder.
However, the price point for Mailchimp’s paid plans is higher than many competitors, especially as your contact list grows.
Features:
Audience segmentation and behavioral targeting
Website builder
AI creative assistant
Email templates
Automated customer journeys
Analytics
A/B testing and surveys
Integrations: Mailchimp’sintegrations include tools for ecommerce, customer support, social media, and more.
Resources and support: Mailchimp offers different levels of support depending on the plan. The free plan includes the Mailchimp Assistant chatbot and email support for the first 30 days. Paid plans include email, 24/7 chat support, and phone support depending on the level. Mailchimp also offers a help center, an extensive blog, and a marketing library.
Pricing: Mailchimp’s free marketing plan includes 500 contacts, up to 1,000 monthly sends, and email support for the first 30 days. Paid plans start at $13 a month.
Best for: Multichannel marketers looking for a versatile solution
Sendinblue (now Brevo) offers various marketing solutions including email, SMS, live chat, social media ads, and marketing automation. It also offers a CRM and a Facebook Ads tool to help businesses reach new customers and retarget existing ones.
Additionally, its email marketing solution includes an intuitive email builder, dynamic content for personalization, and machine-learning-powered send time optimization.
Features:
Drag-and-drop email editor
Email templates
Personalization tools
A/B testing
Send time optimization
Landing page design
Integrations: Sendinblue features a direct integration with WordPress and plugins for ecommerce, workflow management, and more.
Resources and support: Sendinblue has a help center, offers email marketing courses, and provides certification through the Sendinblue Academy. Additionally, users can access email and phone support, depending on the plan level.
Pricing: Sendinblue’s free plan includes unlimited contacts and up to 300 emails a day. Paid plans start at $25 a month for 20,000 emails a month.
Best for: Growing businesses looking for an agile, integrated marketing platform
Brevo is a dynamic email marketing platform designed for businesses that require agility and integration with various marketing channels. It offers a streamlined email creation process with an intuitive, user-friendly interface. It's one of the most accessible email platforms for beginners.
Features:
Intuitive drag-and-drop editor
Advanced automation
Real-time analytics
Multichannel capabilities
Integrations: Brevo integrates seamlessly with popular CRM systems, e-commerce platforms, and analytics tools, enabling a unified approach to customer data and campaign management.
Resources and support: Brevo offers a comprehensive knowledge base, regular webinars, and a community forum to help users get the most out of their platform. Support is available through live chat and email.
While there’s a plethora of email service providers in the market, it’s crucial to choose one that meets your business needs. Twilio SendGrid is a robust, all-in-one email marketing platform that streamlines your workflow and helps you maximize your email campaigns.
With SendGrid, you can:
Build creative, attention-grabbing email templates (with or without design experience)
Run email tests to identify potential deliverability issues
Automate email marketing tasks to send timely emails
Access performance metrics to make strategic, data-driven decisions
Manage your lists, send personalized messages, and maximize engagement
And more
Need help to get your program up and running? We have your back with resources like the Email Deliverability Guide.
