How to choose email marketing software: 5 key questions
There are dozens of email marketing tools, and most of them are good. The hard part isn't evaluating them — it's knowing which questions to ask. Answer these five questions and the right tool becomes obvious.
1. Do you run an online store?
Yes: Start with Klaviyo (Shopify or WooCommerce) or Omnisend (if you also want SMS). These tools are built around purchase data and eCommerce triggers. A general-purpose tool like Mailchimp or Kit will feel limited once you want abandoned cart sequences or purchase-based segmentation.
No: Move to question 2.
2. Do you need automations?
Yes, complex automations (multi-step sequences, conditional logic, lead scoring, CRM integration): ActiveCampaign. Its automation builder is the deepest at this price point.
Yes, basic automations (welcome sequences, lead magnets): Kit or MailerLite — both handle this well on free or low-cost plans.
No, just broadcast campaigns: Mailchimp is the easiest to use for one-off campaigns.
3. How big is your list?
Zero to 500: Mailchimp free plan or Kit free plan. Both work, Kit has more room to grow.
500 to 10,000: Kit free plan. No other free plan covers this range.
10,000+: Kit paid, MailerLite paid, ActiveCampaign, or Klaviyo (for stores). All are viable — pricing depends on your contact count and feature needs.
4. Are you a creator or a business?
Creator (blogger, podcaster, newsletter, course): Kit is designed for this. Tag-based segmentation, landing pages, and digital product sales make it the best fit.
Business (service, SaaS, sales-driven): ActiveCampaign (automation + CRM) or Mailchimp (simpler, cheaper) depending on automation needs.
5. How much do you want to pay?
As little as possible: Kit (free to 10,000 subscribers) or MailerLite (free to 1,000 subscribers).
Value for features: MailerLite ($10/mo for 1,000 subscribers is the cheapest paid plan with good features), then Kit.
Price is secondary, features matter: ActiveCampaign for automation, Klaviyo for eCommerce.
Pricing references from various vendor pricing pages, October 2026. Verify before subscribing.
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