email marketing tools
what's the "best" email marketing software?
your guide to choosing the right software for your business
SO WHAT IS THE BEST EMAIL MARKETING SOFTWARE?
It depends!
Asking “What’s the best email marketing software?” is a bit like asking, “What’s the best car?”
The right choice comes down to your unique business needs, goals, and how you like to work.
Instead of crowd-sourcing random opinions, here’s a practical framework to guide your decision.
6 things to consider in making your choice
Business Type
Different platforms are built for different needs:
E-commerce? Go for a tool like Klaviyo, designed with online stores in mind.
Digital products or services? Kit or ActiveCampaign may suit your workflows better.
Just starting out? Tools like MailerLite and MailChimp offer simple, all-purpose features to help you get off the ground.
Stage of Growth
New to email marketing? Start simple with an easy-to-use, affordable option like MailerLite.
Scaling and automation-focused? Look at platforms with deeper functionality like ActiveCampaign or Klaviyo.
Feature Requirements
Think beyond sending emails. Ask:
Does it support advanced automations, custom fields, and segmenting?
Can you build landing pages or is a website required?
Does it offer clear reporting and site tracking?
3rd Party Integrations
Your email platform should seamlessly integrate with your existing tools:
Website builders (WordPress, Squarespace)
E-commerce platforms (Shopify, WooCommerce)
Calendars, event tools, and checkout software (Calendly, ThriveCart)
Direct integrations are ideal. If it requires Zapier, make sure it's reliable.
Deliverability
Not all platforms deliver equally. Check recent tests from tools like EmailToolTester to see which platforms consistently land in inboxes — not spam folders.
Your User Experience
Some people love drag-and-drop builders, others prefer minimal interfaces. Watch demos or sign up for a free trial. If it feels clunky now, it won’t get better with time.
But what about price?
Yes, budget matters. But so does value.
A more powerful platform that saves you time and increases conversions pays for itself. Choose software that fits where you're headed — not just where you are.
My personal favourites
It's impossible to be across every piece of email marketing software - there seems to be a new one every week! But from after working with 1000s of small business owners, I do have my top recommendations.
DATA-DRIVEN EMAIL MARKETING DESIGNED FOR E-COMMERCE SUCCESS
(Yael's recommendation for e-commerce businesses)
Klaviyo is a powerful email marketing platform tailored specifically for e-commerce businesses. With advanced automation, deep data insights, and personalised customer experiences, it helps you create effective, targeted campaigns.
AFFORDABLE, SIMPLE, YET POWERFUL EMAIL MARKETING
(Yael's preferred choice of "starter" email marketing software)
Known for its ease of use, MailerLite is a fantastic choice for any small or online business starting out with email marketing.
Not only does it provide all the essential email marketing functionality, but it does it at a fantastic introductory price including a Forever Free Plan.
flexible, feature-rich email marketing
(Yael's preferred choice for more advanced needs)
ActiveCampaign is a versatile email marketing platform designed for businesses that want to do it all. Whether you’re selling digital or physical products, services, or managing a sales pipeline, ActiveCampaign’s advanced automation and CRM capabilities are perfect for those looking for flexibility and scalability.
SUGGESTED EMAIL MARKETING SOFTWARE BLOGS & PODCAST EPISODES
How to Take Time off From Email Marketing | Episode 95
As we are barrelling into Christmas, school holidays and trying to get everything wrapped up while still battling school concerts, christmas parties and the last minute shopping, you may be dreaming of that moment when you can finally put your feet up with a glass of...
Email Marketing Software Update Roundup | Episode 94
A must listen, this episode goes through all you need to know about the email marketing software and tech updates that have happened over 2023 and some important changes coming in early 2024. From minor campaign edit capabilities to major pricing & plan structure...
Sneaky Target Market Research | Episode 89
If you are in business you know that understanding your target market is crucial to your success. After all, you need to deliver what your audience wants to have them buy from you. But so many of the target market training out there either focus on building customer...
10 Ways to Boost Your List Growth | Episode 88
Does it feel like your email list is growing in slow motion? When you first begin focusing on growing your list, the subscribers seem to just flow in easily. But then it just slows… Totally normal. That just means you need to keep reviewing what you are doing, mixing...
Course Creators: Choosing the right email marketing software | Episode 87
Finally it’s the course creators turn. (Or membership owners, or digital downloads stores, or online programs deliverers). Basically if you are selling scalable offers, this podcast episode is for you if you want help making the decision about the best email marketing...
Services: Choosing the right email marketing software | Episode 84
It’s that time again where I answer the FAQ of “what’s the best email marketing software for my business: - but instead of talking generally I want to get stuck into the specifics for services businesses.(E-commerce was covered back in episode 78 and digital products...
Master Your Email Marketing Software with Our Courses
DIY COURSE - HOW TO KLAVIYO
Don’t just learn how to use Klaviyo, instead understand the why behind it all so you can get the most out of this exceptional ecommerce software.
DIY COURSE - HOW TO MAILERLITE
Don’t just learn how to use MailerLite, instead understand the why behind it all so you can get the most out of this simple software.
DIY COURSE - HOW TO ACTIVECAMPAIGN
Don't just learn how to use ActiveCampaign, instead understand the why behind it all so you can get the most out of this comprehensive software.
Ready to Get Started with Email Marketing?
Choosing the right software is crucial for your email marketing success. That’s why our Get Started with Email Marketing course includes an entire section dedicated to helping you decide which platform best suits your business needs.
WITH THIS FREE COURSE, YOU'LL BE WELL ON YOUR WAY TO...
Get Confident with your content
Because you, yes, even you, can send emails that your audience wants to read
know how to make the "right" choice of email marketing software
No more asking randoms in Facebook groups
grow your email list without fancy lead magnets
And show up and serve those new subscribers with class
overcome those mindset blocks that are stopping you from hitting send
They are real but not something you need to let stop you
discover automations & segmenting
AKA how to make sure you are sending the right emails to the right people at the right time
understand how it all fits together
By creating the 5 essential Email Experiences.