Social media reach goes up and down with every algorithm change, but your email list belongs to you. When you send a newsletter, it lands directly in your customers’ inboxes. The challenge is choosing a tool: some are free for small lists, others charge as soon as you grow. Here’s a practical comparison of the best email marketing software for small business, including free plans and what they actually include.
What to look for
- A free plan or fair pricing for the number of contacts you have now.
- An easy email editor with templates that look good on phones.
- Signup forms for your website and landing pages.
- Automations, such as a welcome email when someone subscribes.
- Reports on opens, clicks and unsubscribes.
- Good deliverability, so your emails reach the inbox, not the spam folder.
Free plans and limits change often, so check each official website for the current number of contacts and emails allowed.
The best email marketing software for small business
1. MailerLite
Best for: most small businesses starting out.
MailerLite is known for a clean, easy editor and a generous free plan for small lists, with signup forms, landing pages and basic automations. Paid plans add more features and remove MailerLite branding.
- Pros: beginner-friendly, solid free plan, good-looking templates.
- Cons: new accounts go through an approval check, and advanced features need a paid plan.
2. Brevo (formerly Sendinblue)
Best for: businesses with a large contact list but low sending volume.
Brevo’s free plan limits how many emails you send per day rather than how many contacts you store, which suits businesses with many contacts who email occasionally. It also offers SMS and transactional emails.
- Pros: unlimited contacts on the free plan, email plus SMS in one place.
- Cons: the daily sending limit on the free plan, and Brevo branding in free emails.
3. Mailchimp
Best for: businesses that want the best-known tool with many integrations.
Mailchimp connects with almost every website builder, store and app. Its free plan has become smaller over the years, so it’s best for very small lists or businesses ready to pay as they grow.
- Pros: huge integration library, polished reports.
- Cons: the free plan is limited, and costs rise quickly with more contacts.
4. Kit (formerly ConvertKit)
Best for: creators, bloggers and course sellers.
Kit focuses on creators, with tags, landing pages and simple automations to send different content to different readers. It has a free plan for smaller lists.
- Pros: great for newsletters and digital products, simple tagging.
- Cons: fewer design templates than other tools.
5. Zoho Campaigns
Best for: businesses already using Zoho CRM or other Zoho apps.
Zoho Campaigns syncs with Zoho CRM, so you can email customers based on their stage or purchases. It offers a free tier for small lists and affordable paid plans.
- Pros: strong CRM integration, good value.
- Cons: the interface feels busier than MailerLite’s.
Which one should you choose?
- First newsletter, small list: MailerLite.
- Many contacts, occasional emails: Brevo.
- You need lots of integrations: Mailchimp.
- You’re a creator or blogger: Kit.
- You use Zoho CRM: Zoho Campaigns.
If you’re still choosing a CRM, see our list of the best free CRMs for small business, since many email tools connect to them.
Email marketing rules you must follow
- Only email people who agreed to it. Never buy email lists. It breaks the rules of every email platform and can get your account closed.
- Include an unsubscribe link in every email. All these tools add one automatically.
- Show your business name and a physical address in the footer, as laws like the US CAN-SPAM Act require.
- Check the rules in your country. Europe (GDPR), Canada (CASL) and others have their own consent requirements.
- Authenticate your domain. Follow your tool’s guide to set up SPF, DKIM and DMARC records, which helps emails avoid spam folders.
Tips for better results
- Send a welcome email the moment someone subscribes, while they still remember you.
- Keep a steady schedule, such as every two weeks.
- Write a clear subject line that says what’s inside.
- Clean your list every few months by removing addresses that never open your emails.
Bookings and invoices fit nicely with email too. See our guides to appointment scheduling software and invoicing software for small business.
FAQ
Is there free email marketing software?
Yes. MailerLite, Brevo, Mailchimp, Kit and Zoho Campaigns all have free plans with limits on contacts or emails. They’re enough to start a newsletter and test what works.
Can I use Gmail for email marketing?
For a handful of people, yes. For newsletters, use an email marketing tool: Gmail has sending limits, doesn’t provide unsubscribe management, and bulk messages from a personal account are more likely to land in spam.
How often should a small business send emails?
Every one to four weeks works for most businesses. Consistency matters more than frequency, and every email should give subscribers something useful.
Why are my emails going to spam?
Common causes are missing domain authentication, buying lists, sending to old addresses and spammy subject lines. Authenticate your domain and only email people who signed up.
