Top 20 Email Automation Tools for Businesses in 2025

julie

·January 7, 2025

·22 min read

In 2025, businesses like yours need to stay ahead in a competitive market. Email and marketing automation can transform how you connect with customers and grow your brand. By automating repetitive tasks, you save time and resources while delivering personalized campaigns that resonate with your audience. These tools help you nurture leads, track performance, and scale your efforts as your business expands. With features like A/B testing and error reduction, you can improve efficiency and boost your return on investment. If you want to enhance customer experiences and drive results, automation is no longer optional—it’s essential.

Top 20 Email Automation Tools for 2025

HubSpot

Features

HubSpot offers a robust suite of features designed to streamline your email and marketing automation efforts:

Seamless integration with its CRM.
Advanced segmentation for targeted campaigns.
Workflow automation to simplify repetitive tasks.
Personalized email nurturing.
Email health reporting to track deliverability.
A/B testing for campaign optimization.
Predictive lead scoring to prioritize prospects.
Customer journey analytics for better insights.
Smart lists and customizable templates.
Bulk outreach capabilities.
Sales triggers to notify your team of key actions.

Pros and Cons

Pros:

Comprehensive toolset for marketing and sales alignment.
Intuitive interface suitable for beginners and experts.
Excellent customer support and resources.

Cons:

Higher pricing tiers may not suit small businesses.
Advanced features can feel overwhelming initially.

Pricing

HubSpot offers a free plan with basic features. Paid plans start at $50/month and scale up based on your needs.

Ideal Use Cases

HubSpot is perfect for businesses seeking an all-in-one solution for email automation, CRM, and sales enablement.

Mailchimp

Features

Mailchimp stands out with its:

User-friendly interface for all skill levels.
Extensive templates and a drag-and-drop email builder.
Customer Journey Builder for visualizing workflows.
AI-powered tools like Content Optimizer.
Strong integrations with Shopify, WooCommerce, and other platforms.
Tiered pricing model for scalability.

Pros and Cons

Pros:

Easy to use, even for beginners.
Affordable for small businesses.
Excellent e-commerce integrations.

Cons:

Limited advanced features in lower-tier plans.
Reporting tools could be more detailed.

Pricing

Mailchimp offers a free plan for up to 500 contacts. Paid plans start at $13/month, with additional features unlocked at higher tiers.

Ideal Use Cases

Mailchimp is ideal for small to medium-sized businesses, especially those in e-commerce, looking for a simple yet powerful email automation tool.

ActiveCampaign

Features

ActiveCampaign provides:

Advanced automation workflows.
Dynamic content for personalized emails.
CRM integration for seamless lead management.
Split testing for campaign optimization.
Site tracking and predictive sending.
SMS marketing capabilities.

Pros and Cons

Pros:

Highly customizable automation workflows.
Excellent for lead nurturing and customer retention.
Strong integration options.

Cons:

Steeper learning curve for beginners.
Pricing can escalate with larger contact lists.

Pricing

ActiveCampaign starts at $29/month for the Lite plan, with more advanced features available in higher tiers.

Ideal Use Cases

ActiveCampaign is best for businesses focused on advanced automation and personalized customer journeys.

Klaviyo

Features

Klaviyo is a powerful email and marketing automation platform tailored for e-commerce businesses. Its standout features include:

Advanced customer segmentation based on shopping behavior and transaction history.
Real-time data synchronization with platforms like Shopify.
Automated workflows for personalized campaigns.
Pre-built templates for quick campaign launches.
Predictive analytics to forecast customer behavior.
A/B testing to optimize email performance.

Pros and Cons

Pros:

Perfectly designed for e-commerce businesses.
Deep integration with Shopify and other platforms.
Highly customizable workflows for targeted marketing.

Cons:

Pricing can be steep for businesses with large contact lists.
The interface may feel complex for beginners.

Pricing

Klaviyo offers a free plan for up to 250 contacts and 500 email sends. Paid plans start at $20/month and scale based on the number of contacts.

Ideal Use Cases

Klaviyo is ideal for e-commerce businesses looking to leverage customer data for personalized and automated marketing campaigns. If you use Shopify, Klaviyo’s seamless integration makes it a top choice.

Sendinblue (Brevo)

Features

Sendinblue, now rebranded as Brevo, is a versatile platform for small businesses. Its key features include:

A free plan allowing up to 300 emails per day.
Customizable email templates and SMS & WhatsApp campaign options.
AI-powered tools like a subject line generator to boost open rates.
Built-in CRM for managing customer relationships.
Advanced automation for creating workflows.
Integration with third-party tools for enhanced functionality.

Pros and Cons

Pros:

Affordable pricing, especially for small businesses.
User-friendly interface for beginners and advanced users.
Multichannel marketing options, including SMS and WhatsApp.

Cons:

Limited email volume on the free plan.
Automation features may not be as advanced as competitors.

Pricing

Brevo’s free plan supports 300 emails per day. Paid plans start at $25/month, offering more features and higher email limits.

Ideal Use Cases

Brevo is perfect for small businesses and startups seeking an affordable, easy-to-use email and marketing automation tool. It’s especially useful for those wanting to explore multichannel campaigns.

Constant Contact

Features

Constant Contact focuses on helping small businesses succeed with email marketing. Its features include:

High deliverability rates to ensure your emails reach inboxes.
Event marketing tools for promoting and selling tickets.
AI-powered content generation for emails and social media posts.
SMS and social media marketing for a multichannel approach.
Basic automation tools to streamline campaigns.

Pros and Cons

Pros:

Simple interface, ideal for small business owners.
Unique event marketing capabilities.
Reliable deliverability rates.

Cons:

Limited advanced automation features.
Pricing may not suit businesses with tight budgets.

Pricing

Constant Contact offers a 60-day free trial. Paid plans start at $12/month, with pricing based on the number of contacts.

Ideal Use Cases

Constant Contact is best for small businesses that need reliable email marketing with event promotion capabilities. It’s also great for those looking to combine email, SMS, and social media marketing.

Drip

Features

Drip is a marketing automation tool designed specifically for e-commerce businesses. Its standout features include:

Advanced segmentation based on customer behavior and purchase history.
Pre-built workflows for abandoned cart recovery and post-purchase follow-ups.
Integration with popular e-commerce platforms like Shopify and WooCommerce.
Multi-channel marketing through email, SMS, and social media.
Real-time analytics to track campaign performance.

Pros and Cons

Pros:

Tailored for e-commerce, making it easy to connect with your customers.
Offers powerful automation workflows to boost sales.
Provides detailed insights into customer behavior.

Cons:

Pricing can be high for businesses with large contact lists.
The interface may feel complex for beginners.

Pricing

Drip offers a 14-day free trial. Paid plans start at $39/month for up to 2,500 contacts, with pricing increasing as your contact list grows.

Ideal Use Cases

Drip is perfect for e-commerce businesses looking to increase sales through personalized and automated marketing campaigns. If you want to recover abandoned carts or nurture loyal customers, Drip is an excellent choice.

ConvertKit

Features

ConvertKit is a favorite among bloggers and content creators. Its features include:

Simple email automation with visual workflows.
Personal-looking emails that feel authentic.
Tagging and segmentation for targeted campaigns.
Landing page and form builders to grow your audience.
A free plan for beginners with up to 1,000 subscribers.

Pros and Cons

Pros:

Designed by content creators for content creators, making it intuitive.
Helps you build genuine connections with your audience.
Offers a free plan to help you get started.

Cons:

Limited advanced features for larger businesses.
Pricing can escalate as your subscriber base grows.

Pricing

ConvertKit offers a free plan for up to 1,000 subscribers. Paid plans start at $15/month, with additional features available in higher tiers.

Ideal Use Cases

ConvertKit is ideal for bloggers, YouTubers, and podcasters. If you want to send authentic emails and grow your audience, ConvertKit is the tool for you.

Zoho Campaigns

Features

Zoho Campaigns integrates seamlessly with other Zoho products, making it a powerful tool for email automation. Its features include:

Pre-designed templates and a drag-and-drop editor.
Automation workflows for personalized campaigns.
Real-time analytics to track email performance.
Integration with Zoho CRM for enhanced data synchronization.

Pros and Cons

Pros:

Affordable pricing for small businesses.
Deep integration with Zoho CRM for better lead management.
Offers comprehensive analytics for campaign optimization.

Cons:

Limited advanced features compared to competitors.
The interface may feel outdated to some users.

Pricing

Zoho Campaigns offers a free plan for up to 2,000 emails per month. Paid plans start at $3/month, making it one of the most affordable options.

Ideal Use Cases

Zoho Campaigns is perfect for small businesses already using Zoho products. If you want to streamline your email marketing and CRM efforts, this tool is a great fit.

GetResponse

Features

GetResponse is a versatile email automation tool packed with features to help you grow your business. It offers:

Customizable marketing automation workflows.
Webinars to engage your audience directly.
SMS and web push notifications for multichannel outreach.
Conversion funnels to guide leads through the sales process.
A user-friendly interface that’s easy to navigate, even for beginners.
24/7 customer support to assist you anytime.

Pros and Cons

Pros:

Combines email marketing with webinars and SMS for a complete solution.
Affordable pricing for businesses of all sizes.
Intuitive design makes it accessible for new users.

Cons:

Advanced features may require a learning curve.
Limited integrations compared to some competitors.

Pricing

# of Contacts	Email Marketing Plan	Mailchimp Essentials Plan
500	$19/month	$13/month
2,500	$29/month	$45/month
5,000	$54/month	$75/month

Ideal Use Cases

GetResponse is perfect for businesses seeking an all-in-one platform with email marketing, webinars, and SMS capabilities. If you want to create seamless conversion funnels and engage customers across multiple channels, this tool is a great fit.

AWeber

Features

AWeber is a reliable email marketing tool designed for small businesses. Its standout features include:

Autoresponders and automation for efficient email campaigns.
Split testing with up to three email variants.
Detailed reporting on open rates, clickthroughs, and audience insights.
A landing page builder to capture leads.
Magic Links that preview link content automatically.
E-commerce features for selling products directly.
Unlimited users for team collaboration.

Pros and Cons

Pros:

Excellent customer support via phone, email, and live chat.
Flexible opt-in processes with single or double opt-in options.
Strong integration capabilities with third-party apps.

Cons:

Limited advanced automation compared to competitors.
The interface could feel outdated to some users.

Pricing

AWeber offers a free plan for up to 500 subscribers. Paid plans start at $19.99/month, with pricing increasing based on your subscriber count.

Ideal Use Cases

AWeber is ideal for small businesses and entrepreneurs who need reliable email marketing with strong customer support. If you’re looking for a tool that simplifies email campaigns and offers flexibility, AWeber is a solid choice.

Omnisend

Features

Omnisend is a powerful tool for omnichannel marketing. Its features include:

Seamless integration of email, SMS, and push notifications.
Advanced automation workflows triggered by customer behavior.
Deep segmentation for personalized messaging.
Pre-built templates for quick campaign setup.
Real-time analytics to track performance.

Pros and Cons

Pros:

Perfect for businesses with omnichannel marketing strategies.
Easy-to-use interface with pre-built workflows.
Strong segmentation options for targeted campaigns.

Cons:

Pricing can escalate with larger contact lists.
Limited customization for advanced users.

Pricing

Omnisend offers a free plan for up to 250 contacts. Paid plans start at $16/month, with additional features available at higher tiers.

Ideal Use Cases

Omnisend is perfect for e-commerce businesses looking to combine email, SMS, and push notifications. If you want to create personalized, multichannel campaigns that drive sales, Omnisend is the tool for you.

Benchmark Email

Features

Benchmark Email provides a range of features to simplify your email marketing efforts:

A drag-and-drop email editor for creating professional campaigns.
Responsive templates that look great on any device.
Advanced automation tools for personalized workflows.
A/B testing to optimize subject lines and content.
Real-time analytics to track campaign performance.
Integration with popular platforms like Shopify and WordPress.

Pros and Cons

Pros:

Intuitive interface suitable for beginners.
Free plan available for small-scale campaigns.
Strong customer support with live chat and email assistance.

Cons:

Limited advanced features in lower-tier plans.
Automation options may not match competitors like ActiveCampaign.

Pricing

Benchmark Email offers flexible pricing options:

Free Plan: Up to 500 contacts and 3,500 emails per month.
Lite Plan: Starts at $9.99/month, including email scheduling and a landing page builder.
Pro Plan: Starts at $15/month, allowing 7,500 email sends to 500 contacts, with advanced automation and A/B testing.

Ideal Use Cases

Benchmark Email is perfect for small businesses and startups looking for an affordable, user-friendly email marketing tool. If you’re just starting out or need basic automation features, this platform is a great choice.

Moosend

Features

Moosend is a powerful yet affordable tool designed for startups and small businesses. Its features include:

Fully customizable templates with a drag-and-drop editor.
Advanced automation workflows for personalized engagement.
Real-time analytics to monitor campaign performance.
High sender reputation for better email deliverability.
Integration with e-commerce platforms like Shopify and WooCommerce.

Pros and Cons

Pros:

Affordable pricing makes it accessible for small businesses.
User-friendly interface suitable for all skill levels.
Excellent deliverability rates ensure your emails reach inboxes.

Cons:

Limited advanced features for larger enterprises.
Fewer integrations compared to competitors like HubSpot.

Pricing

Moosend’s pricing starts at just $9/month, making it one of the most budget-friendly options for small businesses.

Ideal Use Cases

Moosend is ideal for startups and small businesses that need an affordable, easy-to-use email marketing solution. If you want to create professional campaigns without breaking the bank, Moosend is a fantastic option.

Pardot (by Salesforce)

Features

Pardot, part of the Salesforce ecosystem, is a robust platform for B2B marketing automation. Its features include:

Lead scoring and grading to prioritize high-value prospects.
Advanced automation for nurturing leads through the sales funnel.
Seamless integration with Salesforce CRM for enhanced data management.
Dynamic content for personalized email campaigns.
Comprehensive analytics to measure ROI and campaign success.

Pros and Cons

Pros:

Perfect for B2B businesses with complex sales cycles.
Deep integration with Salesforce CRM.
Advanced reporting tools for data-driven decisions.

Cons:

High pricing may not suit small businesses.
Steep learning curve for new users.

Pricing

Pardot’s pricing starts at $1,250/month, making it a premium option for businesses with larger budgets.

Ideal Use Cases

Pardot is best for B2B companies that rely on Salesforce CRM and need advanced automation to manage long sales cycles. If you’re focused on lead nurturing and ROI tracking, Pardot is an excellent choice.

MailerLite

Features

MailerLite is a simple yet powerful email automation tool designed to help you grow your business. Its standout features include:

A drag-and-drop editor for creating visually appealing emails.
Automation workflows that trigger emails based on customer actions.
Built-in tools for creating landing pages and pop-ups.
Advanced segmentation to target specific audience groups.
A/B testing to optimize your campaigns.

Pros and Cons

Pros:

High ROI due to its ability to send emails when customers are most engaged.
Triggered emails achieve 199% higher click-through rates compared to mass emails.
Personalization tools ensure your messages resonate with your audience.

Cons:

Limited advanced features for larger enterprises.
The free plan has restrictions on monthly email volume.

Pricing

MailerLite offers a free plan for up to 1,000 subscribers and 12,000 monthly emails. Paid plans start at $10/month, scaling based on your subscriber count.

Ideal Use Cases

MailerLite is perfect for small businesses, startups, and content creators. If you want to send personalized emails that engage your audience and drive results, this tool is an excellent choice.

Campaign Monitor

Features

Campaign Monitor stands out with its user-friendly design and robust capabilities:

An intuitive dashboard that simplifies campaign management.
A wide selection of beautiful, responsive email templates.
Advanced segmentation for precise targeting.
A white-label option for agencies to rebrand the platform.
Responsive customer support, including a built-in chatbot.

Pros and Cons

Pros:

Extremely easy to use, even for beginners.
High-quality templates that cater to various marketing goals.
The white-label feature is ideal for agencies managing multiple clients.

Cons:

Pricing can be steep for businesses with large contact lists.
Limited advanced automation compared to enterprise-level tools.

Pricing

Campaign Monitor offers a Basic plan starting at $9/month, with higher-tier plans providing advanced features like segmentation and analytics.

Ideal Use Cases

Campaign Monitor is ideal for small to medium-sized businesses and marketing agencies. If you need a tool that combines ease of use with professional-grade templates, this platform is a great fit.

Adobe Marketo Engage

Features

Adobe Marketo Engage is a comprehensive marketing automation platform tailored for large enterprises. Its key features include:

Multi-step campaign automation and lead nurturing workflows.
Engagement across email, social media, and events.
AI-powered content personalization for maximum conversions.
Advanced analytics for performance measurement and strategy refinement.
Seamless integration with CRM systems and other marketing tools.

Pros and Cons

Pros:

Perfect for managing complex, large-scale campaigns.
Supports Account-Based Marketing (ABM) for personalized customer experiences.
Provides detailed insights to optimize ROI and business impact.

Cons:

High pricing makes it less accessible for small businesses.
The platform has a steep learning curve for new users.

Pricing

Marketo Engage’s pricing is customized based on your business needs, but it typically starts at $1,250/month.

Ideal Use Cases

Marketo Engage is best for large enterprises and B2B companies. If you need a scalable solution to manage complex campaigns and nurture leads effectively, this tool is unmatched.

Keap (formerly Infusionsoft)

Features

Keap simplifies your business operations with its all-in-one platform. It offers:

CRM Integration: Manage customer relationships effortlessly.
Automation Tools: Streamline repetitive tasks like follow-ups and lead nurturing.
Sales Pipeline Management: Track deals and close sales faster.
Appointment Scheduling: Allow clients to book directly from your emails.
Invoicing and Payment Processing: Send invoices and accept payments seamlessly.
Email Templates: Use pre-designed templates to save time.

Pros and Cons

Pros:

Combines CRM, email marketing, and sales tools in one platform.
Saves time by automating repetitive tasks.
Excellent for small businesses looking to scale.

Cons:

Pricing may feel high for startups.
The interface can take time to master.

Pricing

Keap offers three pricing tiers:

Lite Plan: $129/month for basic CRM and automation.
Pro Plan: $169/month with advanced features like sales pipelines.
Max Plan: $249/month for larger teams and more robust tools.

Ideal Use Cases

Keap works best for small and medium-sized businesses. It’s perfect for:

Law firms and real estate agents.
Content membership sites and SEO consultants.
Life coaches, tutors, and training course providers.
Keap helps you automate tasks, close more deals, and deliver better services. If you want to work smarter, this tool is a game-changer.

Autopilot

Features

Autopilot stands out for its visual approach to marketing automation. Key features include:

Visual Journey Builder: Create and visualize customer journeys with drag-and-drop simplicity.
Real-Time Analytics: Monitor performance and optimize campaigns instantly.
Collaboration Tools: Annotate and collaborate with your team directly on workflows.
Multi-Channel Marketing: Engage customers via email, SMS, and in-app messages.
Lead Scoring: Prioritize high-value leads for better results.

Pros and Cons

Pros:

Intuitive visual interface makes automation easy.
Collaboration tools enhance teamwork.
Real-time insights help you improve campaigns quickly.

Cons:

Limited advanced features for enterprise-level needs.
Pricing can increase with larger contact lists.

Pricing

Autopilot offers a free trial. Paid plans start at $49/month for up to 2,000 contacts, with higher tiers for larger businesses.

Ideal Use Cases

Autopilot is ideal for businesses that value visual workflows and team collaboration. It’s perfect for creating personalized customer journeys and optimizing campaigns in real time. If you want a user-friendly tool to simplify automation, Autopilot is an excellent choice.

How to Choose the Right Email and Marketing Automation Tool

Assessing Your Business Needs

Choosing the right tool starts with understanding your business requirements. Begin by identifying your goals. Do you need to improve customer engagement, streamline workflows, or boost sales? Next, evaluate critical factors:

Deliverability and compliance ensure your emails land in inboxes while adhering to regulations like GDPR.
Customer support matters. Responsive assistance can save you time during technical challenges.
Integration options allow seamless connections with your existing platforms, such as CRMs or e-commerce tools.
Pricing structure should align with your budget and offer flexibility as your business grows.
Free trials and demos help you test features before committing.
Reviews and recommendations provide insights into real user experiences.
Security and data privacy protect sensitive customer information.

By addressing these areas, you’ll narrow down tools that meet your specific needs.

Comparing Features and Pricing

Not all tools are created equal. Comparing features and pricing ensures you get the best value. Start by assessing the cost of each plan. Does it fit your budget? Look for providers offering competitive pricing without sacrificing quality. Next, evaluate the features included in each plan. Prioritize essentials like automation workflows, segmentation, and analytics. Scalability is another key factor. Choose a tool that grows with your business without significant cost increases. Finally, consider customer support. A responsive team can make a big difference when you encounter issues.

Testing Tools with Free Trials or Demos

Free trials and demos let you explore a platform’s features and interface before committing financially. Use this opportunity to navigate the software and identify which features align with your goals. Testing tools firsthand ensures you understand their capabilities and limitations. This hands-on approach helps you make an informed decision, saving you time and money in the long run.

Tip: Take notes during trials to compare tools effectively and choose the one that best supports your email and marketing automation strategy.

Considering Long-Term Scalability

When choosing an email automation tool, you must think beyond your current needs. Scalability ensures the tool grows with your business, supporting larger campaigns and more complex workflows without compromising performance. A scalable solution saves you from switching platforms later, which can disrupt operations and cost you valuable time.

To evaluate scalability, start by examining the tool’s infrastructure. Flexible systems integrate seamlessly with your existing platforms, such as CRMs or e-commerce tools. This adaptability allows you to expand your operations without technical roadblocks. Check if the tool can handle increased server capacity and manage higher email volumes efficiently. A robust infrastructure ensures your campaigns run smoothly, even during peak periods.

Deliverability is another critical factor. Scalable tools maintain high deliverability rates, ensuring your emails consistently reach inboxes. This reliability builds trust with your audience and strengthens your brand reputation. Additionally, advanced analytics play a vital role in scalability. Tools offering detailed insights help you track performance and refine strategies as your business grows.

Cost-effectiveness is equally important. Look for pricing structures that adapt to your needs. Scalable tools allow you to pay for what you use, avoiding unnecessary expenses. Efficiency also matters. The right tool automates repetitive tasks, enabling you to manage larger campaigns without extra effort. Consistent communication with your audience becomes easier, boosting customer satisfaction and loyalty.

By prioritizing scalability, you future-proof your email and marketing automation efforts. Choose a tool that supports your growth, enhances efficiency, and delivers measurable results. This strategic approach ensures your business stays competitive in a rapidly evolving market.

Email and marketing automation is essential for businesses in 2025. It boosts efficiency, enhances customer experiences, and tracks performance with ease. These tools help you scale operations, reduce errors, and achieve better ROI. Whether you need advanced workflows, A/B testing, or simple automation, there’s a tool tailored to your needs.

To choose the right platform, start by defining your goals. Evaluate features like segmentation, analytics, and scalability. Test tools through free trials to ensure they align with your business. By selecting the right solution, you’ll streamline processes, engage customers, and drive growth effectively.

FAQ

1. What is email automation, and why does your business need it?

Email automation uses software to send emails based on triggers or schedules. It saves time, improves efficiency, and ensures personalized communication with your audience. You can nurture leads, boost sales, and build stronger customer relationships effortlessly.

2. How do you choose the best email automation tool?

Start by identifying your goals. Compare features like automation workflows, segmentation, and analytics. Test tools with free trials to see if they meet your needs. Choose a scalable solution that fits your budget and integrates with your existing platforms.

3. Are free email automation tools worth using?

Yes, free tools are great for beginners or small businesses. They offer basic features like email templates and automation workflows. However, upgrading to paid plans unlocks advanced capabilities like segmentation, analytics, and higher email limits.

4. Can email automation improve customer engagement?

Absolutely! Automation allows you to send personalized emails at the right time. You can welcome new subscribers, follow up on purchases, or re-engage inactive customers. This targeted approach keeps your audience engaged and loyal.

5. Is email automation suitable for small businesses?

Yes, email automation is perfect for small businesses. It saves time, reduces manual tasks, and helps you scale your marketing efforts. Affordable tools like Mailchimp and Moosend make it easy to get started without breaking the bank.

Tip: Start small and expand your automation as your business grows.