The Best Email Marketing Platforms in 2025

Email is still one of the most effective ways to keep in touch to your customers. In our research, we’ve found that 93% of people surveyed said that email was their primary way of engaging with companies. However, any company can send an email, so there’s high competition to create effective emails that your customers will want to open and interact with. That’s why email marketing is so important in 2025. Using email marketing platforms to help automate processes and personalise your communication can help you to stand out from the crowd and keep your emails competitive.

Read on to learn more about email marketing and our top 10 picks for email marketing platforms to try.

An email marketing platform is a software solution designed to help businesses and marketers create, send and manage email campaigns efficiently. These platforms offer a suite of tools that make it easy to communicate with subscribers, customers and leads. The platform helps you to send targeted messages, organise email blasts and analyse how your email campaigns are performing.

Depending on the platform you choose, you may be able to drag-and-drop features to create visually appealing emails or add automation that will send abandoned basket reminders. Advanced segmentation and personalisation tools allow you to send tailored messages based on user behaviour, demographics or purchase history, improving engagement rates and conversions.

Additionally, modern email marketing software integrates with customer relationship management (CRM) systems, e-commerce platforms and marketing analytics software to provide a holistic view of marketing efforts. You can use the platform’s features such as A/B testing, deliverability optimisation and compliance with email regulations (such as GDPR and CAN-SPAM) to help ensure that campaigns reach the right audience effectively.

Since email remains one of the most cost-effective and high-ROI digital marketing channels, choosing the right email marketing platform in 2025 can help you scale your marketing efforts and build lasting relationships with your audience.

There are a lot of email marketing platforms out there to choose from, but you’ll want to pick one with the right tools to maximise engagement, scalability and return on investment (ROI). In general, a powerful email marketing platform should provide personalisation, automation, analytics and integration capabilities to help your business build meaningful customer relationships while optimising performance. These are some of the key criteria to evaluate when choosing an email marketing platform.

Personalisation is at the heart of effective email marketing since customers are more likely to engage with content that feels tailored to their preferences and behaviours. Advanced email marketing platforms offer dynamic content, AI-driven recommendations and behavioural triggers to customise messages at scale.

Personalised emails have a significant impact on key performance metrics — boosting open rates by 29%, increasing click-through rates by 41% and driving six times more transactions. Features like personalised subject lines, product recommendations and location-based content enhance the customer experience and foster deeper connections.

Segmentation allows you to target specific customer groups with highly relevant content. The best platforms offer advanced segmentation tools that go beyond basic demographics — giving you insight into behaviours, purchase history, engagement levels and preferences. For example, an e-commerce business can segment users into categories such as frequent buyers, first-time visitors or basket abandoners, delivering tailored campaigns that resonate with each audience segment.

Email automation is a game-changer in email marketing because you’re able to send carefully crafted and timely messages without manual effort. Having the ability to implement automation with your email marketing platform helps you to set up email responses to engage with your customers. For example, you could set up a series that:

• Welcomes new subscribers to your brand and even suggests starter products or services.
• Sends reminders about an abandoned basket that encourage customers to complete their purchases.
• Keeps in touch to inactive customers who haven’t purchased in awhile and sends them updates or offers that might draw them back to your company.

A good email marketing platform will give you access to real-time data that provides insights into campaign performance. An effective email marketing platform should offer comprehensive reporting tools that track key metrics such as:

• Open rates
• Click-through rates
• Conversion rates
• Bounce rates
• Unsubscribe rates

These analytics help marketers refine their strategies, optimise content and improve engagement over time. AI-powered insights and predictive analytics can further improve decision-making by identifying trends and opportunities for growth.

Email marketing doesn’t exist in isolation, so the best platforms integrate with other communication channels, such as SMS, social media and push notifications, to create a cohesive customer experience.

Multi-channel marketing helps your business reach its audience on their preferred platforms, driving higher engagement and reinforcing brand presence. For example, an email campaign announcing a limited-time sale can be complemented by SMS reminders and social media promotions to maximise reach and conversions.

Even the most well-crafted emails are ineffective if they don’t reach recipients’ inboxes. A top-tier email marketing platform should have strong infrastructure to support high deliverability rates by:

• Maintaining sender reputation through authentication protocols like SPF, DKIM and DMARC.
• Offering built-in spam testing and email validation tools.
• Providing deliverability monitoring and reputation management features.

Businesses should prioritise platforms with proven track records of inboxes placement to maximise the impact of their email campaigns.

Seamless integration with other business tools is essential for streamlining workflows and improving efficiency. A high-quality email marketing platform should integrate with a customer relationship management (CRM) system like Salesforce Marketing Cloud or with your e-commerce platform or data analytics tools. These integrations help your business to sync customer data, automate processes and gain a holistic view of marketing efforts to create a more efficient and effective strategy.

As your business grows, your email marketing needs evolve. Choosing a platform that can scale with your business helps you to plan for long-term success. Scalable email marketing platforms should support:

• High-volume email sending without performance issues.
• Advanced customisation options to accommodate diverse campaign strategies.
• Enterprise-level security and compliance features.

Selecting the right email marketing platform requires careful consideration of your business needs and future growth. Here are the key steps to guide your decision-making process:

Before choosing a platform, define your email marketing objectives. Are you focused on lead nurturing, e-commerce sales, customer retention or brand awareness? Clarifying your goals will help you to identify the features and capabilities that matter most.

Most email marketing platforms offer free trials or demo sessions. Take advantage of these opportunities to explore usability, automation capabilities and analytics tools. Testing the platform firsthand helps you to assess whether it aligns with your workflow and marketing strategy.

Research user feedback and case studies to gain insights into real-world performance. Look for reviews that highlight ease of use, automation efficiency, deliverability rates and customer support quality. Success stories from businesses similar to yours can also provide valuable perspective.

Your email marketing needs will evolve as your business grows. Choose a platform that offers flexibility and scalability, ensuring it can handle increasing email volumes, expanded segmentation needs and advanced automation without compromising performance.

Below are 10 of the best email marketing platforms to start using in 2025 to help you to reach your customers and design highly effective campaigns. Our top picks were chosen based on their G2 and Capterra ratings — the software had to be rated at least 4 out of 5 stars. G2 provides a star rating based on user reviews about usability, customer satisfaction and market presence and Capterra focuses on ease of use, customer support and value for money.

These are our top 10 picks at a glance:

• Salesforce Marketing Cloud Engagement
• Brevo
• ActiveCampaign
• Klayvio
• MailerLite
• Mailchimp
• HubSpot
• GetResponse
• Omnisend
• Constant Contact

Salesforce has features that help you to create and deliver beautiful campaigns and engage more subscribers. It includes content creation capabilities, AI email marketing and subscriber engagement management. Use AI automation to personalise messages and use real-time data to inform your marketing decisions. Everything you need to see how your campaigns are working are available in a single view, from contact data health to messages sent. In addition, you can create reusable content blocks, including text, HTML, images, buttons, dynamic content and A/B testing, as well as code snippets for maximum personalisation.

Brevo (formerly Sendinblue) is an all-in-one marketing platform tailored for small businesses seeking an affordable yet powerful email marketing solution. It offers email campaigns, SMS marketing and a built-in CRM to help businesses manage their customer relationships. Brevo’s automation tools and segmentation capabilities allow any business from a small startup to a large enterprise to send targeted messages and improve engagement without the need for complex configurations. With Brevo, you can automate, segment and A/B test for campaigns. However, the templates and CRM capabilities aren’t extensive enough for some companies.

ActiveCampaign is a marketing automation powerhouse that blends email marketing with advanced automation and CRM functionalities. It excels in providing prebuilt automation workflows that help businesses nurture leads, re-engage inactive customers and drive conversions with minimal effort. With segmentation tools, machine learning insights and multi-channel automation, ActiveCampaign is an excellent choice for businesses looking to streamline their customer journeys and improve engagement efficiency. That being said, some users have found the features limiting for their business needs.

Klaviyo is a data-driven email marketing software that is flexible and tailored specifically for e-commerce businesses. It offers integrations with platforms like Shopify and Magento to help you to use real-time customer behaviour and purchase data for highly personalised campaigns. Klaviyo’s automation features allow businesses to send targeted messages such as basket abandonment emails, product recommendations and personalised discounts, making it a valuable tool for maximising customer lifetime value. While the features are extensive, some users can have a steep learning curve that can make it more difficult to learn how to use the tools.

MailerLite is an easy-to-use email marketing solution that focuses on simplicity while still offering powerful features. With a drag-and-drop editor, over 150 email templates, advanced automation options and built-in customer support tools, MailerLite is perfect for businesses looking for a user-friendly platform that delivers strong engagement results. Its ability to create landing pages, pop-ups and automated email sequences makes it an ideal solution for small businesses and startups looking to grow their audience and maintain customer relationships effectively — without investing in an extensive platform. If you’re looking for a larger, enterprise solution, MailerLite can fall short.

Mailchimp is a popular email marketing platform known for its user-friendly interface and comprehensive feature set. It provides businesses with a drag-and-drop email editor, prebuilt templates and automation tools that simplify campaign creation. Mailchimp has over 300 integrations and a 98% delivery rate. Customers seem to love the AI features, including AI-driven content creation and analysis. Mailchimp also offers advanced audience segmentation, A/B testing and AI-driven insights, making it an excellent choice for businesses looking for an intuitive solution to engage their audience effectively.

HubSpot is a powerful email marketing platform integrated within its all-in-one CRM, which lets businesses create personalised and data-driven campaigns. It offers advanced automation, in-depth analytics and easy integration with sales and customer service tools — especially if you’re already using Hubspot tools for sales. HubSpot’s scalability makes it an ideal choice for enterprises looking to execute sophisticated marketing strategies while maintaining a unified customer experience across multiple channels. While HubSpot can be particularly effective if you’re using its other tools as well, the email marketing features are rather limited.

GetResponse is a versatile email marketing platform with an additional feature that can help you build out a website. It’s easy to use and includes features including marketing automation and content monetisation. Customers also like the GetResponse’s support team, so if your business runs into problems, you’ll be helped quickly. GetResponse’s features include landing pages and conversion funnels, supporting businesses looking for a multi-functional marketing platform. However, some customers find that GetResponse could use more features to make it more extensive for larger enterprise companies.

Omnisend is an email and SMS marketing platform designed for e-commerce businesses looking to improve their customer engagement. It offers prebuilt automation workflows, including basket recovery and product recommendation emails, which help drive conversions. Omnisend works well with popular e-commerce platforms like Shopify and WooCommerce and allows small online retailers to create highly personalised and revenue-driven campaigns. Users rate Omnisend’s ease of use particularly high, but some companies find the billing options confusing.

Constant Contact is an email marketing platform designed to help non-profits and small businesses build strong relationships with their audience. It offers a user-friendly interface, customisable templates and advanced list segmentation tools that allow users to target their audience effectively. With built-in event management, donation tracking and social media integration, Constant Contact is particularly well-suited for small organisations looking to engage across multiple channels. Many users find it easy to learn, but they do mention limited customisation options.

If you’re ready to get started with email marketing, jump right in with Salesforce Marketing Cloud. Start by exploring the key features and requesting a free demo to see how it can work with your business. The Salesforce team will support you as you get started and help you to figure out where all the tools you want are.

Improve your email marketing effectiveness with Salesforce Marketing Cloud.