Choosing the right email marketing platform can significantly impact your startup’s growth. With countless options claiming to offer everything, it’s easy to get lost in the noise.
I’ve analyzed 7 of the top email marketing software for startups to help you make an informed decision.
This guide breaks down each tool’s strengths and the factors that matter most when choosing the best option for your business.
So, let’s get into it.
P.S. All written is relevant to the time of publishing
Best email marketing software for startups: a snapshot
- Mailtrap: ideal for development and marketing teams that seek a reliable and cost-effective solution to create visually engaging emails, test them in a safe environment, deliver to subscribers’ inboxes, and learn from advanced reporting with actionable insights.
- HubSpot: a comprehensive inbound marketing and CRM platform that integrates email marketing, automation, and customer relationship management to help businesses grow and scale.
- Mailchimp: great for startups seeking a cost-effective and accessible tool to manage both simple and advanced email marketing campaigns.
- MailerLite: designed for startups that prioritize ease of use and need a simple, intuitive platform to create and send beautiful, professional emails.
- Brevo: a marketing and CRM platform with tools to automate email campaigns, manage customer relationships, and run multichannel campaigns across email, social media, and ads.
- Moosend: best for budget-conscious startups that need a straightforward, no-frills email marketing service with solid marketing automation tools.
- Benchmark Email: a straightforward tool for startups to create and manage email campaigns.
| Platform | Free plan limits (emails/mo) | Pricing*(in US $) | Email deliverability focus | Email testing |
| Mailtrap | 1,000 | 15 | ★★★★★ | Yes |
| HubSpot | 2,000 | 32.5 | ★★★★☆ | No |
| Mailchimp | 1,000 | 56.53 | ★★★★☆ | No |
| MailerLite | 12,000 | 25 | ★★★☆☆ | No |
| Brevo | 9000 | 29 | ★★★☆☆ | No |
| Moosend | 30-day trial | 15.20 | ★★★☆☆ | No |
| Benchmark Email | 30-day trial | 30 | ★★★☆☆ | No |
*I’ve calculated the prices based on sending 10,000 emails per month to a contact list of 2,000 addresses. These prices are current as of November 2024.
Startups’ email marketing software comparison criteria
To find the best email marketing software for startups, I evaluated key factors like functionality, pricing, and user experience. I also tested each platform’s marketing tools and email tracking features to ensure they fit the demands of a startup’s email marketing strategy.
Here are the features I compared:
Email infrastructure
I checked each platform’s deliverability, reliability, and scalability features to ensure they met startups’ specific needs.
Deliverability: Ensuring high deliverability is crucial for keeping your emails out of spam folders. I picked platforms that prioritize deliverability by offering features like:
- Email authentication (DKIM, SPF, DMARC) to verify trusted sources.
- Bounce and spam complaint monitoring to protect your sender reputation and improve your customer relationship.
- Real-time notifications for instant insights into issues like bounces or unsubscribes.
- Email segmentation to target specific audiences for better engagement and customer relationship management.
- A/B testing to optimize subject lines, email content, and timing for improved performance.
Reliability: A reliable platform ensures your emails are sent without disruption, even during peak times. I focused on platforms with high uptime and minimal outages, supported by features like:
- Redundant infrastructure to prevent downtime by using multiple data centers.
- Scalable infrastructure to handle increasing email as startups grow.
- Backup storage systems to guarantee email delivery, even during temporary outages.
- Real-time monitoring and alerts to identify and address issues immediately.
- 24/7 customer support to resolve technical problems quickly.
Scalability: As your startup expands, so does the need for a scalable email infrastructure. Platforms that adapt to your needs provide affordable ways to increase email-sending capacity as you grow. I only picked providers with the ability to:
- Provide tiered pricing plans so startups can start small and scale as they gain more subscribers.
- Support high-volume sending to handle increased email traffic without any performance issues.
- Offer flexible plans, allowing you to adjust your usage as needed without facing high costs.
Pricing
Startups must manage costs closely, so I carefully evaluated each platform’s pricing structure. I compared free plans, the features available at each tier, and any limitations you might face when using a platform.
As your startup expands, costs can increase with more subscribers or advanced features. I also looked at how features are unlocked at different pricing levels to highlight any potential extra charges for essential tools.
Note: Pricing structures vary across providers. To avoid unexpected charges, pay close attention to areas like email volume and the cost of additional features. Look for services that have clear pricing, flexible plans, and straightforward feature upgrades.
Marketing email sending
I settled only for platforms that make email creation and marketing automation easy for startups. Automation workflows let you set up recurring campaigns without the need to send them manually.
Another critical aspect is email list segmentation which allows you to categorize subscribers based on their demographics, behaviors, and engagement levels. This, combined with dynamic content, ensures you’re delivering the right message to the right audience.
For example, this email would only be effective if your target audience lives in places where autumn is traditionally cold.
An intuitive email builder is also necessary, especially if you’re a beginner and don’t have design experience. Drag-and-drop functionality makes it easy to design emails from scratch, while the HTML editor allows you to import any pre-existing designs.
Managing your email list is also important — keeping it clean and up-to-date through features that remove inactive subscribers, bounces, or those who have opted out.
Another key feature I evaluated is A/B testing, which helps you fine-tune your emails to get better campaign performance. Testing different versions of your emails helps you optimize for what works best. This can include experimenting with content, design, or timing.
Note: Many of these advanced tools may only be available on higher-tier subscriptions.
Email design
Your email design is often the first thing your audience notices, so I tested each platform’s email builder to see how easily it is to create visually appealing campaigns without design experience. A good builder should be intuitive, versatile, and allow for customization through drag-and-drop functionality, pre-designed templates, and the ability to edit HTML for advanced users.
For example, here’s the email design I created in Mailtrap in just a few minutes. I know it’s not perfect, but I’m proud to say I did it myself!
I also assessed the variety and quality of templates available to ensure that you can choose from modern, mobile-responsive designs that fit your brand. Beyond templates, the email editor should offer high flexibility. This will allow you to make adjustments or create custom emails from scratch.
Email automation and integrations
I also evaluated each platform’s ability to set up workflows for tasks like welcome emails, drip campaigns, and abandoned cart reminders. It’s also important to know if your mass email provider lets you handle email blasts automatically, with minimal manual work.
A strong automation feature saves time and ensures consistent communication with your audience.
In addition to automation, I checked for integrations with other tools startups might use, such as CRM systems and eCommerce platforms. These integrations allow seamless customer data sharing and help streamline your marketing efforts across multiple channels.
User experience
I placed a strong emphasis on ease of use, especially for startups that don’t have the time or resources to train extensively on new software. I checked how intuitive the interface is, whether it’s easy to navigate, and how quickly you can get your first campaign off the ground.
Also, I reviewed the quality of onboarding support each platform provides: an individual demo of the product, step-by-step text or video tutorials, live chat, or in-depth knowledge bases.
Customer experience
Lastly, I was very curious to see what real users had to say about each platform. After all, most B2B buyers agree that reviews from real users are one of the most trustworthy sources when evaluating software.
I reviewed testimonials and ratings from other startups and small businesses. I especially paid attention to users’ comments on platforms like Reddit and Quora.
For example, Mailtrap Marketing Hub has received many positive reviews on Reddit from users who appreciate its features and ease of use.
Also, I reviewed ratings from trusted sources like G2 and Capterra to get a more comprehensive view of how these platforms perform in practice.
Platforms with consistently high customer satisfaction, responsive support teams, and positive user experiences in real-world situations received better scores. Plus, testimonials from similar businesses can be a smart way to gauge how the platform performs under the pressures of startup life.
Best email marketing provider for startups: Mailtrap Email Delivery Platform
Mailtrap is an all-in-one email delivery platform designed to send high-quality email campaigns via infrastructure optimized for deliverability.
The platform is ideal for dev and marketing teams that need a reliable solution for transactional and marketing emails including bulk and segmented campaigns. It offers over 25 ready-to-use code snippets for fast integration, a simple interface, and a comprehensive knowledge base for smooth integration.
Mailtrap provides advanced analytics with a dashboard and visual graphs to track key deliverability metrics. Also, there are stats per mailbox provider with detailed insights to help marketers fine-tune their campaigns and maintain a strong sender reputation.
The platform offers an intuitive template builder with drag-and-drop and HTML editors, pre-designed email templates, a clear campaign scheduler, and other automation features.
What sets Mailtrap apart is its emphasis on email delivery. To demonstrate Mailtrap’s commitment to high deliverability, I ran a test using GlockApps, which showed that more than 90% of transactional and marketing emails sent via Mailtrap land directly in the inbox or relevant tabs, with less than 6% being sent to secondary tabs.
Pricing
Mailtrap’s free plan allows you to send up to 1,000 emails per month, which is ideal for individuals and small startups. For businesses with larger email-sending needs, Mailtrap has very affordable paid tiers that start as low as $15 per month for 10K emails and an unlimited contact list. All the plans you can check here.
Pros
- Reliable solution to send email marketing campaigns with an emphasis on deliverability.
- Best in the market email testing capabilities for marketers, developers, and QA engineers.
- Easy to use drag-and-drop email template, HTML editor, and pre-designed email templates.
- Email campaign scheduler.
- Comprehensive drill-down reports, real-time analytics, and insightful data dashboards.
- Affordable, scalable plans with rich functionality even in the free plan.
Cons
- The free plan allows only up to 1,000 emails per month.
- Mailtrap’s Email Marketing feature is currently in beta.
HubSpot Marketing Hub
HubSpot is one of the most popular email marketing software solutions for startups because it offers all essential marketing tools in one platform.
With HubSpot, startups can support various marketing channels without the need for multiple software tools. Its all-in-one setup includes content management, SEO tools, detailed analytics, and automation features, including follow-up emails, audience segmentation, lead scoring, and workflows to guide potential customers through the sales funnel.
HubSpot also offers a range of plugins and built-in integrations, such as WordPress and Shopify, that simplify setup. The platform’s onboarding resources, including step-by-step guides, templates, and in-app tips, make it user-friendly, even for those with limited technical expertise.
Pricing
HubSpot offers several pricing tiers to accommodate different business needs. Startups can take advantage of the free plan, which includes email marketing, forms, contact management, and basic reporting.
For those who need more advanced features, HubSpot’s Marketing Hub Starter plan begins at $20 per month and offers additional tools like list segmentation and email automation.
Pros
- Offers a comprehensive suite of digital marketing, sales, and customer service tools.
- Free plan provides access to essential features for starting your email marketing efforts.
- User-friendly drag-and-drop email builder
- Intuitive platform requires minimal training, ideal for startups with limited marketing experience.
- Automation tools streamline workflows, reducing the time and effort for campaign monitoring.
- Simplified tracking of key metrics like open rates and click rates.
Cons
- The free tier lacks some customization options, such as split testing and advanced analytics.
- While easy to use at the basic level, some of HubSpot’s advanced automation features can take time to master.
Mailchimp (formerly Mandrill)
Mailchimp is a user-friendly platform ideal for small startups, particularly those in eCommerce aiming to build email lists and engage customers with targeted messaging.
Mailchimp offers a bunch of tools to automate email workflows triggered by actions like sign-ups, purchases, or abandoned carts. Also, it allows for delayed campaigns that let you send timely, targeted emails. The platform offers advanced list segmentation and custom sign-up forms to help marketers effectively target specific audiences. Also, users get detailed analytics to track and improve their future campaign performance.
Pricing
MailChimp’s free plan allows you to send up to 10K emails per month to a maximum of 500 contacts. However, emails sent with this plan will display Mailchimp’s branding in the footer.
The paid plans start at $10 per month for the first year (increasing to $20 per month in the second year) and include 6,000 emails with 500 contacts. Mailchimp frequently offers bonuses and discounts, so check their website for the latest prices and deals.
Pros
- The free plan.
- Flexible pricing with multiple tiers. Frequent special deals and discounts.
- Customizable templates
- Mailchimp’ simple integration with platforms like Shopify, WordPress, and social media.
Cons
- The analytics in lower-tier plans may not provide enough detail for startups that heavily rely on email marketing.
- Free plans don’t include customer support, and even premium plans may have slower or less effective support, especially for technical issues.
- It can get expensive for users who need to send a large volume of emails.
MailerLite
MailerLite is an email marketing tool that encourages creativity and brand personalization. It’s perfect for startups and solo entrepreneurs who want to prioritize aesthetic appeal in their campaigns.
The platform lets users send customized email campaigns, create branded landing pages, and design pop-ups and forms to capture new leads. With a user-friendly drag-and-drop editor and advanced segmentation options, MailerLite makes it easy to build engaging, visually appealing campaigns. And built-in analytics provide insights to help startups refine their strategies over time.
Another great feature is the ability to add interactive features like quizzes, surveys, carousels, and accordions to emails. These clickable elements motivate users to engage, leading to higher email interaction and improved metrics such as click-through rates (CTR).
Pricing
You can use MailerLite for free if you have up to 1K contacts and intend to send fewer than 12K emails monthly. It also includes essential tools like a drag-and-drop email editor, basic email marketing automation, and simple landing pages.
The paid plan starts at $9 per month for 500 contacts with unlimited emails. MailerLite’s tiers are highly customizable, scaling up to accommodate 500,000 contacts and 6 million emails per month.
Pros
- MailerLite prioritizes beautiful, visually appealing emails, making it perfect for startups that want to establish a unique brand identity.
- The drag-and-drop editor for quick and easy email design creation.
- Offers a variety of professional-looking templates that can be easily customized to match your brand’s identity.
- Has a range of automation options to set up welcome emails, follow-ups, etc.
- Simple integration with popular platforms like Shopify, WordPress, and others.
Cons
- Limited reporting features on lower-tier plans.
- Some users report inconsistent email deliverability rates, which can impact the effectiveness of campaigns.
Brevo (formerly Sendinblue)
Brevo is a comprehensive solution for startups that heavily rely on two-way communication. The platform masters omnichannel communication and allows you to reach your audience via email, SMS, WhatsApp, and push notifications.
Also, Brevo offers users convenient and robust email automation features to create sequences of emails using multiple triggers and user behavior patterns. To create emails, you can use an intuitive drag-and-drop template builder.
For sales teams, Brevo has a CRM solution that also has a range of workflow automation scenarios one can use to streamline routine processes. It also integrates seamlessly with popular CMSs, e-commerce platforms, and CRMs, ensuring smooth data flow across all customer touchpoints.
Pricing
Brevo offers a free plan with unlimited subscribers and a daily limit of 300 emails. The paid tier starts at $8.08 per month (when billed annually), including 5K emails, no Brevo branding, customer support, and basic analytics. For the latest plans and pricing, visit the official website.
Pros
- Brevo has an intuitive design that makes it easy for marketers to navigate and manage campaigns.
- It provides a robust set of tools for creating and managing email marketing funnels effectively.
- You can set up automated workflows to send targeted emails and messages based on user behavior and triggers.
- The platform supports multiple languages, catering to a diverse user base.
- Ability to reach and communicate with customers via multiple channels.
Cons
- Brevo’s email templates are more basic than those of competitors, which may require extra customization to achieve a polished look.
- Response times for customer support can be slower than expected.
- Analytics are limited on lower-tier plans.
Moosend
Moosend’s simple design and focus on key mass email marketing features make it a great option for startups with limited budgets. The platform lets you easily create eye-catching emails, set up automated email sequences, and design engaging landing pages.
The platform is known for its email personalization features, such as dynamic content blocks and merge tags. For automation, triggers include actions like website visits, email opens, or purchases. Moosend also offers email segmentation for better targeting, along with analytics and reporting tools to track key metrics like open and click-through rates.
Pricing
Moosend offers a 30-day free trial (not a free plan!) that includes unlimited emails to a 1K email list, 1 automation workflow, 1 landing page, and 1 subscription form. The Pro plan costs $ 5.60/mo for a list of 500 contacts and unlimited emails. Similar to other platforms, Moosend also offers frequent special deals, so check its pricing page to get up-to-date information.
Pros
- Unlimited emails even in lower-tier plans.
- Clear email automation workflows.
- Affordable pricing compared to other similar platforms.
Cons
- Moosend lacks the extensive integration options of some competitors, which might limit its compatibility with other tools startups may use.
- Access to priority support is reserved for higher-tier plans, which could be a drawback for startups requiring immediate assistance.
- Automation scenarios are limited compared to other similar tools.
Benchmark Email
Benchmark Email is a practical email marketing tool for startups with limited time and resources. Its clean, intuitive design helps you create email campaigns, set up follow-up automation, and track performance without unnecessary complexity.
The platform’s key features include automated workflows, A/B testing, pre-designed templates, contact list management, autoresponders, and a wide range of integrations with popular apps.
Pricing
Its free plan allows you to send up to 3,500 emails per month to 500 subscribers to help you stay in constant contact with your audience. It includes basic tools but does not offer automation. The paid plan costs $13/mo and includes 7,5K emails, email automation, landing pages, and A/B testing.
Pros
- Autoresponders to reengage customers and get them back to your site.
- Simple interface.
- Includes tools to send surveys and polls to engage with your target audience.
Cons
- The free plan lacks advanced features like A/B testing and list segmentation.
- Limited functionality compared to competitors.
Wrapping up
Startups thrive on efficiency and precision, and Mailtrap delivers both with its all-in-one approach. Whether you’re testing your email setup or managing large-scale email campaigns, Mailtrap gives you the tools to control and optimize delivery without the usual roadblocks.
Unlike other tools that merely focus on deliverability, Mailtrap offers an infrastructure with high deliverability by default. Features like real-time analytics, spam checks, and authentication support ensure that emails consistently land in inboxes, giving startups a solid foundation for scalable email operations.
But don’t just take my word for it — try it for free and see how it compares to your expectations!