Email remains one of the highest-ROI channels for small businesses: affordable, measurable, and direct. The right tool saves time, improves deliverability, and helps you turn subscribers into customers. Below are five dependable choices—each explained with who it’s best for, key features, and a real-world example to help you pick.

1. Mailchimp — the all-rounder for beginners

Best for: New businesses that want an easy start and lots of templates.
Why it stands out: Drag-and-drop editor, prebuilt templates, basic automation, strong e-commerce integrations. Industry roundups continue to list it as a top overall platform for small teams.

Example: A local shop uses Mailchimp’s automation to send a welcome series (welcome → discount → top products). Open-rate tracking shows which products get clicks, feeding product restocking decisions.

2. HubSpot — best if you want CRM + email in one

Best for: Small businesses that need a CRM integrated with marketing.
Why it stands out: Built-in CRM, contact segmentation, strong personalization, and marketing workflows that tie emails to sales activity, HubSpot also publishes practical email marketing guides and templates that help beginners build compliant, high-performing campaigns.

Example: A B2B consultancy tracks leads in HubSpot, triggers a nurture sequence when prospects download a whitepaper, and passes qualified leads to sales automatically.

3. Brevo (formerly Sendinblue) — great value for growing lists

Best for: Businesses that want powerful automation on a budget.
Why it stands out: Affordable pricing models (often billed by emails sent), multi-channel features (email + SMS), and solid automation and segmentation capabilities, it’s frequently recommended for small-to-medium businesses focused on cost efficiency.

Example: An online retailer uses Brevo to send transactional emails and automated cart-abandonment flows, combining SMS for time-sensitive discounts.

4. Kit / ConvertKit — creator & newsletter friendly

Best for: Creators, bloggers, and solopreneurs selling digital products.
Why it stands out: Simple interface focused on list growth, creator monetization (digital product sales), and sequence/segment tools tailored to newsletters and membership offers. Industry reviewers highlight ConvertKit’s creator-centric features and ease of use.

Example: A course creator sells a mini-course via ConvertKit landing pages and uses an automated email drip to onboard students and upsell a full program.

5. MailerLite — simplicity + deliverability

Best for: Small businesses that want simple design tools and strong deliverability.
Why it stands out: Clean editor, affordable paid plans, strong deliverability reputation, and features like landing pages and automation that scale with your needs. It’s a common recommendation for teams that value speed and inbox placement.

Example: A neighborhood cafe collects emails via a MailerLite signup form and sends weekly menus and monthly loyalty coupons. High deliverability ensures offers land in customers’ inboxes, not spam folders.

How to choose the right one (quick checklist)

• Budget vs volume: Pay-per-contact (some tools) vs pay-per-email (Brevo) changes cost as you grow.
  
• Needed features: Do you need CRM, SMS, e-commerce, or simple newsletters?
  
• Ease of use: If you lack technical help, pick a platform with a friendly editor and templates.
  
• Deliverability & analytics: Look for reputation, spam-testing, and clear reporting.
  
• Compliance: Ensure easy list-management, unsubscribe handling, and GDPR/CAN-SPAM support.
  

For practical, hands-on guides and templates to get started, see HubSpot’s email marketing guide. For a curated list of the best free email marketing tools and how their free plans stack up, check Zapier’s roundup.

Final thoughts

Pick the tool that solves your immediate problem (capture, nurture, or sales) and makes growth easy later—migration is possible but costly. Start small: build a simple welcome series, segment from day one, and measure opens, clicks, and conversions. With the right tool and a short, consistent email plan, small businesses can turn modest lists into reliable revenue streams.