Email marketing software helps create email campaigns and target potential leads.
As a small business marketing manager, you may know that finding the right marketing tool to target your leads is a challenge. Especially when you are on a limited budget, you need an effective marketing platform where the return on investment is high. In addition, your brand is not a household name yet, so you also need a channel to increase brand awareness.
Email marketing software is one of the key marketing tools to send personalized emails to potential leads based on business requirements and to scale your marketing efforts. You can plan, execute, and monitor email campaigns through this software.
Email marketing software isn’t always cheap. However, there is free software that doesn’t shoot up your marketing budget, allowing you to spend on other channels.
Airtable: Manage and track campaigns through a content calendar
Airtable brings all stakeholders of your marketing campaign on one platform. The marketing software lists your marketing campaigns with their goals, statuses, funnel stages, start and end dates, team collaborators, platforms, and ad sets. Your team members can add comments for each task to collaborate effectively.
Along with a marketing tool, Airtable is also a task management tool. Through the content calendar, all stakeholders can check the planned tasks for each team member. You can plan, draft, schedule, and analyze your emails using Airtable. The software solution also includes data such as emails opened, clicked, delivered, and sales attributed.
You can integrate social media apps, work management software, file management, and payment applications with Airtable.
Airtable provides a contact form, community, and email support. There is a mobile app for iOS and Android devices.
- Brand management
- Budget management
- Calendar management
- Campaign management
- Campaign planning
$12 per month
HubSpot Marketing Hub: Offer marketing tools and data on one platform
Hubspot Marketing Hub is a suite of marketing and sales tools. The tool offers prewritten co-marketing, customer reference, PR and blogging outreach, and sales emails to help you save time. With the marketing tool, you can personalize each touchpoint of customers with your brand.
As HubSpot Marketing Hub includes all your marketing tools in one place, it helps streamline communication and track your customers’ interactions across all platforms. HubSpot marketing dashboard enables you to check the revenue impact of each marketing campaign.
Using the marketing tool, you can create mobile-optimized emails that are personalized for each recipient. The tool also allows you to run A/B tests to know which type of email works best for you and improve clickthrough rates.
HubSpot offers community support for the free plan. There is an app available for iOS and Android devices.
- Audit management
- Automated publishing
- Contact management
- Customer segmentation
- Customizable CTAs
$45 per month
Mailchimp: Monitor trends and campaign performance in real-time
Mailchimp enables targeting customers based on their relationship with your business: first-time users, repeated customers, and order choices. With specific segments, you can send relevant emails for better results.
Leverage Mailchimp’s pre-made email and newsletter templates and content studio to send stunning emails. Mailchimp offers a drag and drop editor to make it feasible for you to design emails.
It allows you to monitor trends, and track performances of your campaigns to understand audience behaviour. You can find out who has clicked, purchased, and downloaded your products to analyze the interaction with your campaign. Mailchimp shows data of emails received by customers in their spam folder and helps you avoid landing in spam.
Mailchimp offers help bot and email support. There is a mobile app available for iOS and Android devices.
- A/B testing
- Behavior analytics
- Channel management
- Collaboration tools
- CAN SPAM compliance
- Campaign analytics
$10 per month
SendGrid: Enable personalized email marketing automation
SendGrid offers a range of templates with additional elements such as images, text, columns, buttons, and more. You can also create your own templates through HTML coding. The email marketing tool offers a feature to automate recurring targeted emails. SendGrid enables you to send personalized messages through a marketing automation feature.
With cross-team collaboration, SendGrid allows you to streamline communication across all email campaigns. SendGrid’s cloud-based email API increases the deliverability. It also supports multiple programming languages and interactive documentation.
The email marketing software makes tracking and analyzing the performance of your campaigns easier. It identifies the emails that have performed the best and how you can optimize further.
SendGrid provides contact form and phone customer support.
- Drip campaigns
- Dynamic monitoring
- Event triggered actions
- Image library
- Disposable email detection
$14.95 per month
Sendinblue: Send transactional emails with multiple setup options
Sendinblue offers a responsive design email builder that contains a template library, elements and different styles. You can also create your designs from scratch. Sendinblue also provides a WYSIWYG system HTML email editor for advanced users who want to write their own code.
Send personalized emails based on customers’ choices such as color, style, and more. With more personalized emails, you can show your customers that you care for them and increase your open and click-through rate.
Sendinblue offers API, SMTP, eCommerce plugins, and Relay setup options to easily send order confirmation, password reset, and different email notifications as per your business needs. With its Simple Mail Transfer Protocol (SMTP) server infrastructure, send emails to your receiver’s inbox.
You can raise a support ticket to get in touch with the support team.
- Data recovery
- Drip campaigns
- Dynamic content
- Email marketing
- Archiving & retention
$25 per month
Wrike: Collaborate on tasks with real-time editing
Wrike is a project management tool for marketing that provides insights into your campaigns. The software’s dashboard allows you to view the performance of all your marketing campaigns across all channels. You can check the money spent on campaigns and the revenue earned with total links and clicks.
Your teammates can comment on images, videos, and HTML to provide feedback. Your team can also edit the content on a real-time basis, allowing each team member to know who made the changes. With Wrike, you can selectively notify people who should be put in a loop when a change is made.
Wrike also syncs with your email service provider, and you can leverage the features of your email service provider with Wrike actionable insights on your campaign.
Wrike offers phone, live chat, and community support. There is a mobile application for iOS and Android devices.
- Activity/News feed
- Ad hoc reporting
- Agile methodologies
- Analytics/ROI tracking
$9.80 per month
How to choose the right free email marketing software for your small business?
Every small business has different requirements when it comes to email marketing software. Your business should aim for a solution that is easy to use, scales higher, and avoids spam filters. Choosing the right email marketing automation software for your small business is a crucial step, and these considerations can help you make the best choice:
- Choose a tool that tells you the delivery rate: Free email marketing software has limited functionality. However, ideally, your solution should give you a delivery rate. The delivery rate is the percentage of emails that landed in your leads’ inboxes. If your leads are not receiving emails in their inboxes, then there is no point in sending them emails.
- Select a tool that allows usage of different domains: You cannot always send emails from one domain address. To increase the open rate of your emails, you have to test new domain addresses and a tool that provides this functionality should be selected.
- Pick a tool that offers scalability as your business grows: As your business expands, so will your email list. Personalization is significant in email marketing, and with a growing email list, you need to have more segments in data. Therefore, look for a tool that allows segment data as per your requirements.
What kind of limitations does the free software have?
Free email marketing tools often have a limit on the number of contacts in your email list. Before finalizing, determine whether the software allows you to send emails to all your leads.
Does the software offer automation?
There are some automated emails that could result in conversions, and if this feature is a part of a premium plan of a software tool then you will lose business. Ensure that your software supports automated campaigns so that you can send common automated emails such as welcome emails, abandoned carts, similar items, order confirmation, etc.
Does the software offer customer service and support?
Most vendors provide all modes of customer support but this could be restricted for free versions of software. Before deciding on a software, check whether your vendor provides help support in case of an issue in the free version.
To find your ideal software match, you need information you can trust—so you can save time, stay on budget, and focus more energy on growing your business. It’s why we vet and verify all our user reviews and recommend only the tools endorsed by people like you.
In other words, our product recommendations are never bought or sold, or based on the opinion of a single individual—they’re chosen by your peers, reflecting the views and experiences of our independent base of software reviewers.
To be considered for this list, products have to:
- Have at least 20 unique product reviews published on Capterra within the past two years, with an average rating of 3.0 or higher. We selected the 6 products with the highest ratings to feature in this article.
- Offer a free, standalone version of the software (not a trial version of the software where you must purchase a product after a limited amount of time).
- Meet our email marketing software market definition: “Email Marketing software helps users leverage their email channel to deliver and optimize marketing messages — such as brand newsletters or contextually relevant, real-time and personalized communications — in support of multichannel engagement across the customer life cycle.”
Note: The content in this piece that provides opinions and points of view expressed by users does not represent the views of Capterra.
The “Best functionality” tool is identified using the highest user ratings for functionality that a vendor received based on publicly available reviews.
“Most affordable” tool is identified based on the lowest pricing a vendor offered on their website in terms of cost to upgrade on September 17, 2021.