Cheap Email Marketing Software: Which Platform Offers the Best Value?
Choosing the right email marketing software is crucial for any business looking to connect with its audience effectively. However, the sheer number of options and their varying pricing models can be overwhelming. That’s why we’ve taken it upon ourselves to delve into the nitty-gritty of ten popular email marketing platforms – HubSpot Marketing Hub, Brevo, Klaviyo, ActiveCampaign, MailerLite, GetResponse, Mailchimp, Omnisend, Campaign Monitor, and Constant Contact – to give you our honest opinion on whether they’re worth the money. We’ll be looking at their starting prices, offering our take on their value for money, and rating each out of ten to help you make a sensible choice.
1. HubSpot Marketing Hub
From Price: Free plan available with limited features; paid plans start from around £17 per month (Starter tier, billed annually).
Value for Money: HubSpot’s strength lies in its comprehensive suite of marketing tools, of which email marketing is just one component. The free plan is excellent for basic needs. However, the paid tiers can become quite expensive as you scale and require more advanced features and a larger contact list. For businesses already heavily invested in the HubSpot ecosystem, the integration is seamless. For those solely focused on email, the cost might feel a bit steep compared to more specialised platforms.
Value for Money Rating: 6/10
2. Brevo (formerly Sendinblue)
From Price: Free plan with transactional email limits and Brevo branding; paid plans start from around £19 per month (Starter tier, billed monthly).
Value for Money: Brevo offers a good balance of features at a competitive price point, especially for businesses that also require SMS marketing and transactional emails. Their pricing is often based on the number of emails sent rather than the number of contacts, which can be advantageous for certain businesses. The free plan is quite generous for those just starting out.
Value for Money Rating: 8/10
3. Klaviyo
From Price: Free plan for up to 250 contacts and 500 email sends; paid plans start from around £17 per month (Email Starter tier, billed monthly, for up to 500 contacts).
Value for Money: Klaviyo is particularly powerful for e-commerce businesses due to its deep integrations with platforms like Shopify. Its segmentation and automation capabilities are highly advanced, allowing for very personalised campaigns. However, it can be one of the more expensive options, especially as your contact list grows. If you run an online shop and need sophisticated customer journey automation, it’s likely worth the investment.
Value for Money Rating: 7/10 (specifically for e-commerce) / 5/10 (for general use)
4. ActiveCampaign
From Price: Lite plan starts from around £24 per month (billed monthly, for up to 1,000 contacts).
Value for Money: ActiveCampaign is known for its robust automation features and CRM capabilities. It offers a wide range of tools for segmentation, personalisation, and complex workflows. While the starting price is a bit higher than some competitors, the depth of features can provide significant value for businesses looking to automate their marketing efforts extensively.
Value for Money Rating: 8/10 (for businesses needing advanced automation) / 6/10 (for basic email needs)
5. MailerLite
From Price: Free plan for up to 1,000 subscribers and 12,000 monthly emails; paid plans start from around £9 per month (billed monthly, for up to 1,000 subscribers).
Value for Money: MailerLite is often praised for its user-friendly interface and affordable pricing, particularly for small to medium-sized businesses. It offers a good set of features without the complexity of some of the more expensive platforms. The free plan is quite generous, making it an attractive option for those on a tight budget.
Value for Money Rating: 9/10
6. GetResponse
From Price: Email Marketing plan starts from around £14 per month (billed monthly, for up to 1,000 contacts).
Value for Money: GetResponse offers a solid all-in-one marketing platform with email marketing, landing pages, webinars, and automation tools. Its pricing is competitive, and it provides a good range of features for the cost. It’s a versatile option for businesses looking for more than just email marketing.
Value for Money Rating: 7/10
7. Mailchimp
From Price: Free plan with limited features for up to 500 contacts and 1,000 monthly email sends; Essentials plan starts from around £11 per month (billed monthly, for up to 500 contacts).
Value for Money: Mailchimp is a well-established player in the email marketing space, known for its user-friendly interface and creative tools. While the free plan is a good starting point, the paid plans can become relatively expensive as your contact list grows, especially with the increase in per-contact pricing. Other platforms now offer more competitive pricing structures for larger lists.
Value for Money Rating: 6/10
8. Omnisend
From Price: Free plan with limited features; Standard plan starts from around £13 per month (billed monthly, based on contacts and email volume).
Value for Money: Omnisend is tailored for e-commerce, offering strong automation and segmentation capabilities, particularly for multi-channel marketing (email, SMS, push notifications). Its pricing scales based on both contacts and the number of emails sent, which can be beneficial for some. If you’re focused on e-commerce and want robust multi-channel features, it offers good value.
Value for Money Rating: 8/10 (specifically for e-commerce with multi-channel needs) / 6/10 (for basic email needs)
9. Campaign Monitor
From Price: Basic plan starts from around £7 per month (billed monthly, for up to 500 contacts and 2,500 email sends).
Value for Money: Campaign Monitor is known for its focus on design and ease of use, making it a good option for those who prioritise visually appealing emails. While the starting price seems low, the cost can increase relatively quickly as you add more subscribers and require more advanced features. It offers a solid platform but might not be the most budget-friendly for large lists with complex automation needs.
Value for Money Rating: 7/10
10. Constant Contact
From Price: Standard plan starts from around £17 per month (billed monthly, for up to 500 contacts).
Value for Money: Constant Contact is a user-friendly platform with a strong emphasis on customer support. It offers a good range of features for small businesses. However, its pricing can be on the higher side compared to some competitors, especially as your contact list grows. While it’s easy to use, you might find more feature-rich or cost-effective options elsewhere.
Value for Money Rating: 6/10
Email Marketing Pricing: A Comparison of the Top 10 Platforms
The below pricing comparison table includes a clear side-by-side view of the starting costs and our value-for-money ratings for each of the email marketing platforms we’ve discussed.
| From Price (Approx) | Value for Money | Value for Money Rating | |
|---|---|---|---|
| HubSpot Marketing Hub | £17/month (Starter) | Excellent free plan, but paid tiers can become expensive, especially for email-only focus. Best for those already in the HubSpot ecosystem. | 6/10 |
| Brevo | £19/month (Starter) | Good balance of features at a competitive price, especially for SMS and transactional emails. Pricing based on emails sent can be advantageous. | 8/10 |
| Klaviyo | £17/month (Email Starter) | Powerful for e-commerce with advanced segmentation and automation. Can be pricey as list grows. High value for online shops. | 7/10 (e-commerce) / 5/10 (general) |
| ActiveCampaign | £24/month (Lite) | Robust automation and CRM capabilities. Higher starting price, but valuable for extensive automation needs. | 8/10 (advanced automation) / 6/10 (basic) |
| MailerLite | £9/month | User-friendly and affordable, especially for small to medium businesses. Generous free plan. | 9/10 |
| GetResponse | £14/month (Email Marketing) | Solid all-in-one platform with email, landing pages, webinars, and automation at a competitive price. | 7/10 |
| Mailchimp | £11/month (Essentials) | User-friendly interface and creative tools. Paid plans can become expensive as contact list grows. | 6/10 |
| Omnisend | £13/month (Standard) | Tailored for e-commerce with strong multi-channel capabilities. Pricing scales on contacts and email volume. Good value for relevant users. | 8/10 (e-commerce multi-channel) / 6/10 (basic) |
| Campaign Monitor | £7/month (Basic) | Focus on design and ease of use. Cost can increase quickly with more subscribers and advanced features. | 7/10 |
| Constant Contact | £17/month (Standard) | User-friendly with strong customer support. Can be pricier than competitors, especially for larger lists. | 6/10 |
Things to note:
- All “From Prices” are approximate starting prices for the lowest-tier paid plan and are often based on monthly billing for a specific number of contacts or email sends. These can vary depending on the exact plan, contract length (monthly vs. annual), and the number of contacts you have.
- The “Value for Money Rating” is our subjective opinion based on the features offered at the starting price point and how it compares to competitors. Your individual assessment may differ based on your specific needs and priorities.
- It’s always recommended to check the latest pricing and features directly on each software provider’s website as they can change. Many offer free trials or more detailed pricing pages based on your specific requirements.
Top Ten Email Marketing Platforms: Our Value for Money Ranking
Based on our assessment, here’s a ranking of the email marketing software based on their value for money (highest to lowest rated):
- MailerLite (9/10): Offers a generous free plan and affordable paid plans with a good balance of features.
- Brevo (8/10): Competitive pricing, especially for businesses needing SMS and transactional emails.
- ActiveCampaign (8/10 for advanced automation): Powerful automation capabilities justify the higher starting price for users who need them.
- Omnisend (8/10 for e-commerce with multi-channel): Strong e-commerce focus with multi-channel features at a reasonable price for relevant users.
- GetResponse (7/10): A versatile all-in-one platform with competitive pricing.
- Klaviyo (7/10 for e-commerce): Excellent for e-commerce with advanced segmentation and automation, but can be pricey.
- Campaign Monitor (7/10): Focus on design and ease of use, but can become costly with scale.
- HubSpot Marketing Hub (6/10): Excellent free plan and integrated marketing suite, but paid plans can be expensive for email-focused users.
- Mailchimp (6/10): User-friendly but can become expensive as your list grows.
- Constant Contact (6/10): Easy to use with good support, but pricier than some alternatives.
As you can see, the “best” value for money isn’t a one-size-fits-all affair. MailerLite and Brevo really stand out for those keeping a close eye on the budget, offering a decent chunk of features without breaking the bank. For businesses with more specific needs, like advanced automation (ActiveCampaign) or a strong focus on e-commerce (Klaviyo and Omnisend), the slightly higher price tags might well be justified. Established players like Mailchimp and Constant Contact, while user-friendly, might not offer the same level of value for money as some of their more competitively priced counterparts, particularly as your subscriber list grows.
Ultimately, the platform that offers the best value for your business will depend on your unique requirements, the complexity of your marketing strategy, and, of course, how much you’re willing to spend. We hope this breakdown has given you a clearer picture and helps you make a decision that’s right for your business.