Comparing Email Marketing Tools: Which One is Right for Your Business?

With a variety of email marketing platforms available, choosing the right one can be overwhelming. Each tool comes with its own set of features, capabilities, and price points. In this comparison, we will explore some of the most popular email marketing tools, including Mailchimp, Klaviyo, SharpSpring, ActiveCampaign, HubSpot, Sendinblue, Constant Contact, and Campaign Monitor, (LINK TO their website)  helping you identify which tool aligns best with your business needs.

1. Mailchimp – Best for Small Businesses and Beginners

Mailchimp is a widely recognised email marketing tool, especially popular among small businesses and startups. Its appeal lies in its user-friendly interface and tiered pricing structure, starting with a free plan for up to 500 subscribers. For businesses just starting out or with limited budgets, this free option is highly valuable.

Mailchimp’s strengths include:

• Pre-built templates and drag-and-drop email builder
• Basic automation capabilities, like welcome series and abandoned cart emails
• Audience segmentation for targeted messaging
• Analytics dashboard with engagement metrics
• Integrations with other platforms like WordPress and Shopify

While Mailchimp is an excellent starting point, its advanced features, such as in-depth automation, may fall short for businesses with complex workflows or advanced segmentation needs.

Best for: Small businesses, freelancers, beginners Pricing: Free plan available, paid plans from €10/month

2. Klaviyo –  Best for E-commerce Businesses

Klaviyo is tailored for e-commerce businesses, offering robust automation tools to maximise marketing potential through behaviour-based triggers. This platform integrates seamlessly with e-commerce platforms like Shopify, Magento, and WooCommerce, making it a go-to choice for online stores aiming to optimise customer journeys.

Klaviyo’s notable features include:

• Advanced automation workflows, allowing for highly personalised email journeys
• Dynamic product recommendations and personalised content based on customer behaviour
• Integration with e-commerce platforms for transactional emails (order confirmations, shipping updates)
• In-depth customer analytics, helping businesses make data-driven decisions
• SMS marketing capabilities for a holistic approach to customer engagement

While Klaviyo’s feature set is advanced, it comes at a higher price point than some alternatives, making it better suited for growing e-commerce brands.

Best for: E-commerce businesses, online retailers Pricing: Starts at €17/month based on the number of contacts

3. SharpSpring – Best for B2B and Comprehensive Marketing Automation

SharpSpring is a full-featured marketing automation platform designed to provide businesses with an all-in-one solution for their marketing needs. While email marketing is one of its core features, it offers much more, including CRM integration, social media management, and lead scoring.

Key features of SharpSpring include:

• Comprehensive marketing automation workflows, beyond just email
• Lead tracking and scoring based on user engagement
• Integration with various CRMs for sales pipeline management
• Dynamic content and personalisation
• A built-in CRM, eliminating the need for third-party tools

SharpSpring is ideal for businesses looking for a robust platform that goes beyond email to handle multi-channel marketing and lead management. However, it may be too feature-heavy and costly for smaller businesses that only need email marketing.

Best for: B2B businesses, agencies, mid-sized enterprises Pricing: Starts at around £€350/month, depending on features and contacts

4.ActiveCampaign – Best for Advanced Automation

ActiveCampaign combines email marketing with powerful automation, offering businesses a comprehensive platform to engage customers at different stages of the funnel. Its automation capabilities are among the most advanced on the market, with conditional triggers, user behaviour tracking, and split testing built-in.

ActiveCampaign’s strengths include:

• Advanced automation with conditional logic and multi-step workflows
• CRM integration for seamless sales and marketing alignment
• Detailed audience segmentation based on user behaviour
• A/B testing for optimising email campaigns
• SMS marketing and multi-channel engagement tools

While ActiveCampaign offers a steep learning curve, it’s an excellent choice for businesses ready to scale their marketing efforts with advanced segmentation and automation.

Best for: Growing businesses, mid-sized enterprises, marketers with automation needs Pricing: Starts at €9/month for basic plans; advanced features require higher-tier plans.

5.HubSpot – Best for Inbound Marketing and CRM Integration

HubSpot is widely known for its inbound marketing platform, combining CRM, email marketing, and content management tools into one. HubSpot’s email marketing tool integrates seamlessly with its CRM, making it easy for businesses to align their email marketing with their overall customer management strategy.

Key features of HubSpot include:

• Drag-and-drop email builder with customisation options
• Automation workflows based on user behaviour, customer lifecycle, and more
• In-depth reporting and analytics
• CRM integration for targeted, personalised emails
• Multi-channel marketing tools, including social media management and blogging

HubSpot’s feature set is expansive, making it suitable for larger organisations or those looking for a comprehensive platform. However, the free plan has limited capabilities, and the paid versions are on the pricier side.

Best for: Mid to large-sized businesses, companies already using HubSpot’s CRM Pricing: Free plan available; paid plans from €38/month

6. Sendinblue – Best for Budget-Friendly Multi-Channel Marketing

Sendinblue stands out as a budget-friendly email marketing tool with multi-channel marketing capabilities. It offers a wide range of features, including SMS marketing, CRM, and transactional emails, all at competitive price points.

Notable features of Sendinblue include:

• Unlimited email sending on higher-tier plans
• SMS marketing and live chat integration
• Transactional email functionality for e-commerce
• Basic automation workflows and segmentation
• Landing page builder to support lead generation efforts

Sendinblue is ideal for small to medium-sized businesses looking for an affordable, easy-to-use platform with multi-channel features. However, its automation capabilities are less advanced than tools like Klaviyo or ActiveCampaign.

Best for: Small to mid-sized businesses, e-commerce on a budget Pricing: Free plan available; paid plans from €16/month

7. Constant Contact – Best for Event Marketing and Non-Profits

Constant Contact is an email marketing tool that excels in simplicity and ease of use. It’s a popular choice among non-profits and organisations that run events, thanks to its event registration features and tools to collect donations.

Features of Constant Contact include:

• Email templates and a drag-and-drop editor
• Event registration and RSVP tracking
• Donation collection tools for non-profits
• Basic automation for welcome emails and follow-ups
• Social media integration for wider engagement

Constant Contact’s simple design makes it accessible for beginners, but it may lack the advanced automation and segmentation features larger businesses require.

Best for: Non-profits, event-based businesses, beginners Pricing: Starts at €9.99/month

8. Campaign Monitor – Best for Custom Templates and Design

Campaign Monitor is an email marketing tool known for its focus on design and customisation, making it ideal for businesses prioritising branding and aesthetics in their email marketing campaigns.

Campaign Monitor’s highlights include:

• Beautifully designed templates and customisable options
• Visual automation builder for email journeys
• Detailed segmentation and personalisation options
• Analytics to track email performance
• Transactional emails for e-commerce

Campaign Monitor is great for companies that want to focus on well-designed emails but may lack the extensive automation features offered by platforms like ActiveCampaign or Klaviyo.

Best for: Creative businesses, designers, e-commerce Pricing: Starts at €9/month

Which Email Marketing Tool is Right for Your Business?

Choosing the right email marketing tool depends on several factors, including your business size, budget, and the complexity of your marketing needs. Here’s a quick breakdown to help guide your decision:

• Mailchimp is ideal for small businesses or beginners with limited budgets.
• Klaviyo is the best choice for e-commerce brands looking for advanced automation and integration with e-commerce platforms.
• SharpSpring suits B2B companies or agencies seeking comprehensive marketing automation.
• ActiveCampaign is great for businesses that need advanced automation and segmentation.
• HubSpot works well for businesses already using their CRM or looking for an inbound marketing solution.
• Sendinblue offers a budget-friendly option with multi-channel marketing capabilities.
• Constant Contact is best for non-profits and event-based organisations.
• Campaign Monitor is ideal for businesses prioritising design and custom email templates.

If you need help deciding which platform will best serve your business, feel free to reach out to Emarkable. We offer expert guidance to help you optimise your email marketing strategy and select the best tools to drive results.

Learn More About Email Marketing Below