Nancy Burgess Strategic Marketing Inc.

Best Email Software for Your Small Business

Selecting the best email software platform for your marketing can be daunting. Email software tools abound. How do you know which is best?
Most people tend to gravitate toward the ones with which they are most familiar. Ideally, however, you want to consider the features that are important to your business.

Considerations for Best Small Business Email Software

Most important, you’ll want to ensure that the email software program you choose integrates with your website and your e-store or future e-store.
Equally important is the size of your list (and how big it’s apt to grow). That’s because the size of your database and/or the number of emails you send will usually govern your cost. The best email software for your small or entrepreneurial business will be far different from that of a large enterprise organization.

Furthermore, a mobile-optimized template is a must-have since the majority of emails are read on cell phones.
Another consideration is how many emails get tagged and blocked as spam vs how many actually get through. This is referred to as deliverability. You’ll want a program with the best deliverability.

Best Email Software Reviews

The internet is a good source of information regarding email software. But beware! Many “best email marketing tool” or “best email software” articles are written and summarized by the email marketing companies themselves. The foxes are controlling the message.
Other internet articles that may seem like third-party, objective resources at first blush may have email marketing software companies as their advertisers. This could potentially influence their reviews.

But there are several sources worth reviewing before you make your decision.


For example, WordPress promotes the seven best marketing email services. You can bet that these tools integrate well with a WordPress website. But it also considers factors such as support, ease of use, and cost. It lists its seven best email marketing services as:

  1. Constant Contact
  2. Drip
  3. ConvertKit
  4. AWeber
  5. GetResponse
  6. MailChimp


OptinMonster recommends the following email platforms (in no particular order and for businesses of various sizes):

  1. Constant Contact
  2. ActiveCampaign
  3. ConvertKit
  4. AWeber
  5. GetResponse
  6. MailChimp
  7. InfusionSoft (for larger companies)
  8. HubSpot listed these email software platforms as the best for 2018:


Capterra also offers reviews of both email marketing software and marketing automation software. Be careful that you’re not simply sorting on the “sponsored” companies filter. One nice feature that Capterra offers is the ability for a side-by-side comparison of up to four types of email marketing software at a time.
According to Capterra, MailChimp has the highest number of reviews, 5000. Its nearest competitor by volume, HubSpot, has only about 2,500 reviews. The two had similar ratings.
I’ve used both and prefer HubSpot’s simple user interface and support. But for small businesses MailChimp’s monthly costs are waived until you grow your list into the thousands. To keep clients’ costs down, we usually start with MailChimp. Most clients like the “free” price tag.

Westwood Digital Marketing

Westwood Digital Marketing offers its review of autoresponders and email marketing tools. It lists 10 types of tools—although not all are appropriate for small businesses. Among others, its list includes the following:

  1. AWeber
  2. MailChimp
  3. iContact
  4. Constant Contact

Website Planet

Website Planet also has an  excellent review of the top email marketing software. It lists the following as the best email software with ratings on a five-point scale:

  1. Constant Contact
  2. GetResponse
  3. MailChimp
  4. ActiveCampaign
  5. Benchmark

Plus the review has both a short summary and a detailed explanation. It looks at characteristics such as ease of use, availability of templates, software features, pricing and support. Be sure to check out the link above. This is a “don’t miss” review of the best email software for marketing.

Digital Marketing Institute

Similarly, the Digital Marketing Institute also offers a thorough review of email marketing platforms. I like this article because it reviews what to consider—not only which platform to choose.
The Digital Marketing Institute discusses attributes of four platforms:

Summary of Best Email Software

As you can see, there’s no limit to the number of email automation tools out there. If you choose an obscure tool and you’re creating the automation yourself, you may later have trouble finding someone who knows the software. This may result in more costs down the road.
If you haven’t already decided on your email marketing automation tool, you may want to check out the links provided above. Be sure to use the side-by-side comparison tool from Capterra as well.
A knowledgeable marketing consultant can also help you find the right fit for your business.
As a digital marketing professional, I’m happy to help you. Reach out, and we’ll do coffee (or tea), and discuss your next steps for growing your business.

Contact Nancy Burgess

Other Email Marketing Articles You Might Like:
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Email Marketing Quiz: Test Your Knowledge
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