Sales & Marketing Tech
Email Marketing Software

6 Best Free Email Marketing Software for Small Businesses

By | 9 min read | Published

Email marketing software helps create email campaigns and target potential leads.

We empower businesses to accelerate their growth by helping them find the right software. We select and rank products based on an objective methodology developed by our research team. While some vendors may pay us when they receive web traffic, this has no influence on our methodology.
We conducted this analysis based on reviews and ratings data as of September 17, 2021. In order to present the most up-to-date information, the product cards below show real-time ratings. Please note that this means the ratings value in the product card may not reflect the ratings value at the time of analysis.

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. 

This article looks at the six best free email marketing software options for small businesses, sorted alphabetically. See the full list of free email marketing tools for small businesses in Capterra’s software directory.
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Comparison chart of the six best and free email marketing software for small businesses

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.

Best Functionality
View Profile

Key Features:

  • Brand management
  • Budget management
  • Calendar management
  • Campaign management
  • Campaign planning
  • Categorization/Grouping
Trial/Free Version:
Free Trial
Free Version
Cost to upgrade:

$12 per month

Device Compatibility:


<p>Collaborate in Airtable</p>

Collaborate in Airtable


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.

Visit Website

Key Features:

  • Audit management
  • Auto-responders
  • Automated publishing
  • Contact management
  • Customer segmentation
  • Customizable CTAs
Trial/Free Version:
Free Trial
Free Version
Cost to upgrade :

$45 per month

Device Compatibility:


<p>Marketing dashboard in HubSpot Marketing Hub</p>

Marketing dashboard in HubSpot Marketing Hub


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.

View Profile

Key Features:

  • A/B testing
  • Behavior analytics
  • Channel management
  • Collaboration tools
  • CAN SPAM compliance
  • Campaign analytics
Trial/Free Version:
Free Trial
Free Version
Cost to upgrade:

$10 per month

Device Compatibility:


<p>Dashboard of Mailchimp</p>

Dashboard of Mailchimp


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.

View Profile

Key Features:

  • Drip campaigns
  • Dynamic monitoring
  • Event triggered actions
  • Image library
  • Disposable email detection
Trial/Free Version:
Free Trial
Free Version
Cost to upgrade:

$14.95 per month

Device Compatibility:


<p>Dashboard of SendGrid</p>

Dashboard of SendGrid


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.

View Profile

Key Features:

  • Data recovery
  • Drip campaigns
  • Dynamic content
  • Email marketing
  • Archiving & retention
  • Auto-responders
Trial/Free Version:
Free Trial
Free Version
Cost to upgrade:

$25 per month

Device Compatibility:


<p>Manage contacts in Sendinblue</p>

Manage contacts in Sendinblue


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.

Most Affordable
Visit Website

Key Features:

  • Activity/News feed
  • Ad hoc reporting
  • Agile methodologies
  • Alerts/Notifications
  • Analytics/ROI tracking
Trial/Free Version:
Free Trial
Free Version
Cost to upgrade:

$9.80 per month

Device Compatibility:


<p>Online calendar in Wrike</p>

Online calendar in Wrike

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.

Common questions to ask while selecting free email marketing software

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.

How did we choose these products? We didn’t—you did.

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:

  1. 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.
  2. 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).
  3. 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.

Looking for email marketing software? Check out Capterra’s list of the best email marketing software for small businesses.

About the Author

Kritika Tyagi

Kritika Tyagi

Writer@Capterra with a focus on small business market trends, software requirements and all things tech. M.A. in English Literature from Jamia Millia Islamia. Love books and nice words. When I am not working, you can find me reading books while eating self baked cookies and drinking coffee.

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Comment by Rick J. Collins on

Just tried to enroll in SendInBlue and the only blue I got was a big blue screen error message – not a good way to get clients…

Comment by Christine Macel on

Thanks for the information provided in this post. The information are really informative and helpful…


Comment by johncalvin on

Good Information. Keep Sharing

Comment by Nasir Ahmed on



Comment by Samantha Bonanno on

I’m a senior analyst at Capterra — wanted to offer some quick insights regarding Sreejith Narayan’s question. Growing your subscriber list to 2500 people is an exciting accomplishment! With this new milestone, it may be time to look at some affordable paid options for email marketing software. These services can cost as little as $10/month and are an important investment in your marketing team.
If you’re looking for MailChimp alternatives, check out our article on the subject.

Comment by Sreejith Narayan on

I was searching for the best tool for Email marketing. Luckily I found your posts on best free Email marketing tool. Now I am satisfied with MailChimp but my subscribers’ list is growing. After 2500 subscribers, which is the best free tool for Email marketing. I am confused. Pls shed light on this. Thanks in Advance.


Comment by Hassan Elbiali on

I think send in blue is a good option


Comment by Amit Arora on

Webiance uses MailChimp For Email marketing

Webiance is a Best Digital Marketing and Web Design Agency Worldwide, Webiance is a Google Adwords And Microsoft Bing Adcenter Certified Professional


Comment by Rosie Tesmenitskaya on

This is so helpful! GetResponse would be a great pick, although their automation is quite limited at the moment.

Comment by Shara E on

I love Mailerlite, however with 35,000 subscribers, its always great to know other options. Great article.

Comment by James on

Thank you for this wonderful list. Those are great tools, but I think, there is one missing. I`ve been using for a year by now and I can tell that this is one of the best free services available. Very useful and easy to use. What do you think about it?

Comment by Ryan Burke on

Great article! Never had much luck with email marketing, might have to give it another shot! Anyone serious about making money should definitely check out Affilorama. It teaches you how to make serious money online with affiliate marketing. I quit my job and now I make ALOT more money all online 🙂

Heres a really good review of affilorama:

Keep up the great content! 🙂

Comment by Nick on

Good list, is great to be added. 14 days free trial and 70 bucks/ month with unlimited email sending .

Comment by Rita Wilson on

Great list, also want to add – Omnisend. At first I will say – only trial is free, but for those who don’t have a lot of contacts, it’s worth it really. All businesses need some kind of investment at first.

Comment by Ryan Buckley on

Cleaning your CRM and keeping your customer and marketing lists updated is a huge pain. I have an automatic way to keep your lists clean: import them into Inlistio ( and it will track their job changes and give you the best new email address (along with every past email address). It saves a ton of time and is very accurate.

Comment by Debi Jessen on

While the Mailerlite is very easy to use, after attempting to be “approved”. It really isn’t for the little businesses, especially those that do not have their own website – ie: I am an independent sales consultant for a company that provides me with a website to sell my products from, I don NOT have a email option with them. But because I don’t and don’t “own” the website, I was not approved (thanks spammers) so now I am in search of another easy to use program. I am not stupid with technology but I also do not have time to spend hours on my email marketing like I was with Mailchimp because it is not user friendly. Oh well on to the next one

Pingback by Mind Your Marketing Manners - Be More Marketable on

[…] never too small to start — there are some free services that are robust and will get you started. Here is a list of free services put together by Capterra. Until you bring on an automation tool, include a simple sentence at the end of the email that says […]

Comment by James on

Thanks for a really great article. Can I add another email client to the list: proofy(io) – an email client that that improves productivity by reducing email overload and time spent on email.

Pingback by Grow Your Customer Base: How to Reach 1000 Subscribers Without Spending a Dime - Subbly on

[…] It certainly is nice to look at your analytics and see that many people have subscribed to your list. But that is not enough. Once you’ve grown your list, the next logical step is to turn those subscribers into customers. Marketers refer to this step as “keeping the leads warm”. Essentially, you’ll stay in touch with your list, usually via emails, using Mailchimp or a similar email marketing tool. […]

Comment by Artem Kovas on

recently i have tried the service for email marketing SendPulse. And i was really surprised about a huge range of opportunities to contact with my clients. I have varied business so from time to time i need different tariff. When i started using this service i had a lot of questions, thank goodness the support team always helped me. But be really attentive because they are careful about spam

Comment by Carline Higgins on

I think this is a good list but definitely missing some good ones here like Zoho (gmail) amongst others. We tried vertical response but was unhappy with their bait and switch account setup for “free”.

Comment by Richa Gangwani on

Nice collection.
Check out more of the email marketing software’s easily available at BetaPage


Comment by Leaner Morgan on

Good thing done by your side, But according to my opinion we should use paid email marketing software rather than using free software because in paid email services we are free to do anything, but in free email marketing software there are limitation which bound us to do anything.

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