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Email Marketing Software: A Buyer’s Guide for Small Businesses 2022

In this guide, we explore the benefits of email marketing software for small businesses and present a detailed analysis of the best software on the market based on: affordability, user-friendliness, analytics, and solution-specific features.

Sushmitha Arji
Email Marketing Software: A Buyer’s Guide for Small Businesses 2022

Email marketing serves many purposes: it’s an effective customer engagement and prospecting tool, a time-tested channel for promotions and boosting sales. Most significantly, data shows customers prefer businesses to contact them via email. It is a cost-effective method for small businesses to complement their top-of-mind marketing efforts and improve customer lifetime value. 

Email Marketing enables businesses to connect with and gain valuable feedback from customers who believe in the brand and serves as an avenue to reward loyal customers. They can also build their contact lists through this process, which is vital because businesses typically do not own their follower lists on social media.

However, building an email marketing campaign isn’t as straightforward anymore: Creating personalized, mobile-optimized, and interactive emails is no longer aspirational but the order of the day.

Changing demographics and viewing preferences in millennials and gen Z are pushing marketers—roughly 85% of them—to adapt and adopt technologies like email marketing software to ensure optimum engagement with potential and existing customers. 

These email marketing software help small businesses navigate the complex email marketing landscape by ensuring GDPR compliance. They also facilitate the incorporation of in-demand content like embedded user-generated content—critical for building brand trust—in marketing campaigns.

Importance of Email Marketing Software for Small Businesses

While email marketing can help your business goals in many ways, one of the strongest things it can do for you is to refine your overall digital marketing efforts. It lets you:

1. Create customized templates to ensure consistent branding across all marketing and communications efforts such as newsletters, promotional and transactional emails, and landing pages.

2. Run polls and surveys, and collect feedback using conditional logic within forms to create custom survey paths for users and gain the most relevant insights.

3. Hyper-segment customers and run targeted email marketing campaigns

4. Create automated mass emailing lists based on where consumers are in their customer journey and boost sales, customer engagement, and customer retention 

5. Use advanced analytics to track industry-specific KPIs and gain actionable insights on campaign performance.

6. Run seamless integrations with CRM tools and CMS to centralize data and receive integrated reports.

While the features they offer vary depending on whether you’re using the free or paid version, all the email marketing software in this guide share one commonality: they’re easy-to-use and small-business friendly.

6 Best Email Software for Small Businesses

As a small business just starting out or expanding, perhaps you just need an email marketing software that’s a bang for your buck. Or maybe you’re at a place where you can afford to stretch your budget for superior functionality or specific features. Use this guide to understand your needs and narrow down your options. The recommendations in this guide have been listed based on affordability, user-friendliness, analytics, and solution-specific features.

Best Affordable Email Marketing Software


One of the most user-friendly marketing software on the market, MailerLite also happens to be one of the cheapest. The beginner’s essential drag-and-drop editor feature in the software makes creating emails, newsletters, blogs, and websites a fun and easy experience.

It also houses a host of eCommerce features that help businesses sell digital products and subscriptions using their design blocks and Stripe integration.

MailerLite’s complete eCommerce solution


MailerLite’s free plan is feature-rich and supports up to 1000 subscribers and 12,000 monthly emails. They have two paid versions starting from $9/month, and both these versions offer unlimited emails and 24/7 email support. The monthly subscription increases with the number of subscribers.


With MailerLite’s free plan, you can

1. Build a website, blog, landing pages, and craft newsletters.

2. Embed forms and popups.

3. Create email campaigns with intuitive options to automate, perform A/B split testing, embed quizzes and forms, and much more.

4. Analyze reports with eCommerce sales tracking, email click maps, real-time reporting, etc.

5. Integrate popular software like Salesforce, WordPress, and Shopify. 

With their paid versions, you can unlock dynamic email capabilities, hyper-segmentation, and enhanced automation.


Moosend is to email marketing what Amazon’s Prime Video is to OTT entertainment. Their catalog of features may not be as extensive or refined as established players like Mailchimp or Hubspot, but the features they do offer pack a serious punch—at a fraction of the price. 

While its paid versions are not as competitively priced as MailerLite, Moosend more than makes up for this failing in the features department.

Moosend’s intelligent tracking features

Moosend has a 30-day free trial version following which their paid version starts at $9/ month for up to 500 subscribers, with price plans available for up to 1,000,000 subscribers.


With Moosend, you can

1. Create promotional and transactional email campaigns, automated emails, newsletters, landing pages, and subscription/signup forms.

2. Track KPIs like open and click-through rates; bounce, unsubscribe, and complaint rates; and product views and cart abandonment data.

3. Receive reports from real-time analysis, Google analytics, email heatmap analysis, spam testing, A/B split analysis, and more.

4. Integrate from 100+ software providers including PayPal, Magento, Microsoft Dynamics CRM, and Pabbly.

Best Easy-to-Use Email Marketing Software


AWeber can be your best friend if you’re just starting out. It’s not the cheapest option on this list, but the software’s beginner-friendly UI, respectable delivery rates, and innovative features make it worthy of your attention.

A stand-out feature of their software is the smart design-builder which uses data from your website, social media pages, and your landing pages to automatically create customized email templates.

Aweber’s beginner-friendly Canva integration

AWeber offers both free forever (supports up to 500 subscribers and 3000 monthly emails) and pro versions. Their pro version starts at $16.15/month for up to 500 subscribers, and they have paid plans supporting up to 25,000 subscribers.


With AWeber’s free forever plan, you can

1. Create modern, automated email and newsletter campaigns, landing pages (including video pages), signup forms and more using their extensive email templates, free stock photo repository, and user-friendly software integrations like Canva.

2. Unlock pro features like dynamic, AMP, and HTML emails to send interactive and personalized content and improve customer engagement.

3. Sell products and subscriptions on your landing page with AWeber commerce which also offers sales tracking and purchase tagging.

4. Receive reports from basic subscriber and message analytics, web push notifications analytics, and Google analytics.

The paid version of the plan offers advanced analytics, split testing, behavioral automation, and the option to remove AWeber branding. Both plans boast excellent customer support with 24/7 phone, chat, and email options.

Best Analytics Email Marketing Software


Continuing our streak of streaming metaphors, Mailchimp is the email marketing world’s Netflix. Like Netflix, it leverages powerful data-backed insights that it gleans from millions of its customers to provide intuitive suggestions for your email campaigns. 

These include suggestions for your email design, content, and targeting efforts. Moreover, their growth, engagement, and revenue reports contain clear and actionable data to help you identify what is and isn’t working in your campaign.

Mailchimp’s intuitive content optimizer


Mailchimp has a free-forever plan that supports up to 1500 contacts and 10,000 emails/month, which is one of the best deals across email marketing platforms. They have three paid versions which start from $11 (for 500 contacts) and the monthly payment increases with the number of contacts.


With Mailchimp, you can

1. Create impactful emails using their content optimizer which gives personalized suggestions based on your content.

2. Compare your in-progress KPIs (click, open, and unsubscribe rates) with accurate benchmark data from Mailchimp.

3. Use Mailchimp’s refined predictive capabilities which can assess demographics and purchasing behavior and their pre-built segmentation blocks to understand your customers’ lifetime value (CLV) and send targeted promotional or special-access mails.

4. Use their audience dashboard—packed with clickable data gleaned from your contacts—and personalization tools to have a 1-on-1 conversation with your customer.

Best Solution-specific Email Marketing Software

SalesHandy–Cold Email

SalesHandy is the one-stop solution for your outbound sales program. Focused on providing cold emailing solutions, they have a handy list of features to improve email deliverability, personalization, and prospecting. 

The software can also be used to set up drip campaigns, which have been renamed as multi-step follow-ups, with options to personalize follow-up emails, optimize strategy based on analytics, and more.

SalesHandy’s effective Bounce Guard for pausing automated sequences


SalesHandy offers a simple pro plan at $25/month with a 14-day free trial.


With SalesHandy, you can

1. Create a cold emailing campaign with their 5-step process which comprises prospecting using their Linkedin Prospecting tool integration, building personalized drip campaigns, testing content with advanced A/B testing, and improving campaign effectiveness with analytics.

2. Use their writing assistant and automated sequencing tools to avoid sending spam mails and set up send times in advance based on prospect location.

3. Use their Bounce Guard to pause sequential emails based on bounce rates, fix underlying issues, and resume manually.

4. Track every email with Gmail and Outlook integrations.

Mailmodo–Interactive Email

With brands like Bigbasket, Razorpay, and Giva on their client list, Mailmodo has carved out a niche for themselves in the crowded email marketing space by perfecting the art of interactive email.

Mailmodo uses AMP to power their interactive email campaigns that allows customers to do nearly everything from wishlisting product recommendations to giving feedback within the email itself without ever being redirected. They are a great solution for B2C and B2B businesses looking to improve their customer engagement rates.

Mailmodo’s interactive AMP email lets you book meetings within the email

Mailmodo offers a free plan with a few key-feature limitations such as automated sequencing, contact syncing, and uploading your own HTML. They have 3 paid versions (silver, gold, and platinum) that range from $49/month (for 50,000 contacts) to $499/ month (unlimited contacts).


With Mailmodo, you can

1. Create extremely sophisticated, interactive emails easily with their drag-and-drop editor, extensive pre-built templates, and interactive widgets.

2. Improve customer engagement and sales with in-mail checkouts, actionable product recommendations, and meeting bookings.

3. Gain valuable customer insights with smart feedback and registration forms that allow adding follow-up questions based on the context and creating custom survey paths based on conditional logic.

4. Use their fallback HTML version emails for unsupported ESPs. (AMP is currently supported by Gmail, GSuite, Yahoo, and Mail.ru)

Making the Final Call

There is no one-size-fits-all email marketing software out there (Mailchimp is a close second though), but you shouldn’t want one either. Why spend on features you might not need?

Review the product pages of the software mentioned in this guide to explore all their features and pricing options. But ultimately, an email marketing software can only be powerful if the user has an understanding of emailing best practices and theories. Check out our articles on the latest email marketing best practices and tips on acing your sales email copy to learn more about email marketing.

Related: 7 SaaS Businesses that Nailed Email Marketing

Quick Access: Key Features and Pricing Details of the Best Email Marketing Software for Small Businesses 2022

Email Marketing Software

Free plan

Paid Plan (starting cost per month)

Plan based on emails/subscribers

Stand-out features





  • One of the most affordable email marketing software on the market.
  • Offers a feature-rich free-forever plan with options to perform A/B split testing,  track eCommerce sales, and automate emails.


No (30-day free trial)



  • Unlock advanced features like multi-step automation workflows, real-time reporting and analytics, and SMTP servers at a fraction of the market price.
  • Access Moosend’s API to make specific call requests for campaign stats and information such as mailing lists, subscribers, and previous campaign data.





  • User-friendly software powered by beginner-friendly features like Canva integration and Smart design-builder.
  • An extensive and rich template library and stock-photo repository.




Subscribers (however, there’s an email limit based on the no. of contacts)

  • Insightful analytics and reports powered by unrivaled user data.
  • Effective personalization tools such as an audience dashboard to enable meaningful conversations with customers.


No (14-day free trial)


Unlimited subscribers and Unlimited emails

  • A complete cold-emailing solution offering unique, useful features to avoid spam-like Bounce guard, writing assistant, and email health score.
  • Facilitates drip campaigns with multi-step personalization options. 





  • Uses AMP email to create interactive email experience for customers with options to do everything from cart checkout to giving feedback within the email itself.
  • Extensive collection of templates, clickable widgets, and options to use conditional logic within forms to drive customer engagement. 

Overview of Pros and Cons: Email Marketing Software for Small Businesses in 2022

Email Marketing Software




  • One of the most affordable email marketing software that offers feature-rich

free-forever and paid plans.

  • Offers great email deliverability and a feature-rich, mobile-optimized newsletter builder.
  • Does not offer in-depth analytics and reporting.
  • Setup can be time-consuming as you cannot send emails before you pass their approval process.


  • Great campaign reporting and advanced analytics at a fraction of the price.
  • Great automation and segmentation features including a visual automation builder that lets you preview workflows.
  • Limited integrations.
  • Users have found the email builder to sometimes be slow and clunky. Email templates are not as extensive as other platforms.


  • One of the easiest-to-use platforms for beginners and small businesses.
  • They offer excellent 24/7 phone, email, and chat support for both their free and paid plans.
  • Automation features are not as sophisticated or intuitive as competitors like Mailchimp.
  • Does not offer advanced analytics.


  • Offers a superior email creation experience with an intuitive builder, content optimizer, and simple drag-and-drop editor.
  • Top-of-the-line analytics, customizable in-depth reporting, and smart recommendations to drive your next steps. 
  • Not the most beginner-friendly tool as there is a learning curve to understand all the features making the design process time-consuming for high-volume users.
  • Does not allow users to email multiple subscriber lists at the same time.
  • Does not offer phone, email, or chat support for the free plan.   


  • Offers a complete cold emailing solution with effective features like email tracking directly from Gmail and outlook.
  • Set up drip campaigns with options to personalize emails at every stage.
  • Lack of available integrations.
  • Cannot track individual read status in group email sequences.


  • Offers conditional logic within emails to create custom survey paths.
  • Extensive range of interactive-feature integrations within emails like widgets, games, live price ticker, calculator, etc.  
  • Does not offer advanced segmentation and email authentication.
  • Offers limited integrations and mail clients who do not support AMP email will have to view the HTML fallback email.

Frequently Asked Questions About Email Marketing Software

What is email marketing software?

Email marketing software is service-based software that marketers use to create, automate, and optimize their email campaigns. These software leverage powerful features like hyper-segmentation, dynamic emails, advanced analytics and tracking to execute effective email campaigns that generate leads, boost sales, and improve customer engagement.

Which is the best email marketing software?

Here are the best email marketing software for small businesses in 2022

MailerLite–Most Affordable

Aweber–Most User-friendly

Mailchimp–Best Analytics

SalesHandy–Best Cold-emailing solution

Mailmodo–Best for customer engagement using interactive AMP email

What is the most cost-effective email marketing tool?

MailerLite and Moosend are two of the most cost-effective email marketing tools on the market. They offer great functionality and boast advanced features like automated email sequencing, hyper-segmentation, and dynamic emails at price points significantly lower than traditional email marketing software like Mailchimp and Constant Contact.

Email Marketing Software




Constant Contact

Paid Plan (cost per month)





Number of subscribers 

Upto 2500 subscribers

Upto 3000 subscribers

Upto 2500 contacts

Upto 2500 contacts

Number of emails



Limit: 10× plan’s contact limit

Limit: 24× total contacts and an average fee of $0.002 per email

Does Mailchimp cost money?

Mailchimp offers both free forever and paid plans. Their free plan supports up to 1500 contacts and 10,000 emails/month. They have three paid versions which start from $11 (for 500 contacts) and the monthly payment increases with the number of contacts.

What is the best email marketing software for nonprofits?

For small nonprofits on a tight budget looking to get started, Mailchimp has a generous free forever plan which supports up to 1500 contacts and 10,000 emails/month. However, if your nonprofit is looking to upgrade to a paid plan, GetResponse offers a 30% and a 50% (subject to displaying their logo on your website) discount for nonprofits looking to build their email marketing campaign. A standout feature of GetResponse is their powerful A/B tester which lets you test any part of your email including your choice of images!

Are email newsletters still effective?

Content Marketing Institute in its 2020 B2B content marketing survey found that email newsletters are the best way to nurture leads. So, short answer: Yes.

Read Next: B2B SaaS: Scaling your Business With an Effective Content Strategy

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