Marketing teams need tools that help them generate demand and prove it. The platforms that work best for marketing professionals combine campaign management, lead capture, segmentation, and attribution in a way that doesn't require engineering support for every campaign update. The right tool makes a two-person marketing team operate like a ten-person team.
What to look for in email marketing software for marketing teams
For B2B marketing teams driving demand generation, the highest-priority criteria are: campaign management and scheduling, form capture and landing pages, audience segmentation, attribution and ROI reporting.
- Automation builder; can you build multi-step nurture sequences without coding?
- Deliverability; does the platform maintain strong inbox rates across major providers?
- List segmentation; can you target by behavior, tags, custom fields, and engagement?
- Template quality; are pre-built templates professional and mobile-responsive?
- Pricing model; is it based on contacts, sends, or seats? How does it scale?
The 5 best email marketing software tools for marketing teams
#1 ActiveCampaign
★★★★½ 4.5/5 on G2 (13,000+ reviews) · From $29/mo
Marketing teams use ActiveCampaign to run campaigns, prove attribution, and generate demand without relying on engineering for every update; self-serve flexibility is essential.
ActiveCampaign is the automation powerhouse for SMBs. Its visual automation builder is the most capable in its price range, and the included CRM makes it a full sales and marketing platform.
Pros
- Best-in-class automation builder
- CRM included
- Strong deliverability
Cons
- No free tier (trial only)
- UI can overwhelm beginners
- Reporting could be deeper
#2 Kit (ConvertKit)
★★★★½ 4.4/5 on G2 (700+ reviews) · Free up to 1,000 subscribers; paid from $25/mo
Marketing teams use Kit (ConvertKit) to run campaigns, prove attribution, and generate demand without relying on engineering for every update; self-serve flexibility is essential.
Kit (formerly ConvertKit) is designed for creators, newsletter writers, and solopreneurs. Its subscriber tagging, automation, and paid newsletter features are optimized for content-driven businesses.
Pros
- Built for creator monetization
- Clean subscriber tagging
- Strong community
Cons
- Limited e-commerce features
- Not designed for B2B
- Reporting is basic
#3 Mailchimp
★★★★☆ 4.3/5 on G2 (12,000+ reviews) · Free; paid from $13/mo
Marketing teams use Mailchimp to run campaigns, prove attribution, and generate demand without relying on engineering for every update; self-serve flexibility is essential.
Mailchimp is the most recognized email marketing platform. It is easy to start with a free plan, but its automation is less sophisticated than ActiveCampaign or Klaviyo for complex workflows.
Pros
- Easy to use
- Strong template library
- Good deliverability
Cons
- Automation is basic vs competitors
- Gets expensive as list grows
- Recent pricing restructuring confused users
#4 Brevo
★★★★½ 4.5/5 on G2 (4,800+ reviews) · Free; paid from $25/mo
Marketing teams use Brevo to run campaigns, prove attribution, and generate demand without relying on engineering for every update; self-serve flexibility is essential.
Brevo (formerly Sendinblue) offers one of the best free email marketing tiers; 300 emails/day with no contact limit. Paid plans add automation, SMS, and transactional email at budget-friendly prices.
Pros
- Generous free tier (300 emails/day)
- Affordable transactional email
- SMS included
Cons
- Branding still transitioning from Sendinblue
- Automation less powerful than ActiveCampaign
- US support hours limited
#5 HubSpot
★★★★½ 4.4/5 on G2 (12,000+ reviews) · Free; paid from $15/mo
Marketing teams use HubSpot to run campaigns, prove attribution, and generate demand without relying on engineering for every update; self-serve flexibility is essential.
HubSpot combines CRM, marketing automation, email, and sales tools in one platform. The free CRM is genuinely useful; the Marketing Hub Professional tier at $800/mo unlocks real automation.
Pros
- Generous free CRM tier
- All-in-one platform
- Strong integration ecosystem
Cons
- Expensive at Professional tier ($800/mo)
- Contact-based pricing scales fast
- Advanced features gated
Quick comparison
| Tool | Starting price | G2 rating | Best for |
|---|---|---|---|
| ActiveCampaign | From $29/mo | 4.5/5 | b2b, automation |
| Kit (ConvertKit) | Free up to 1,000 subscribers; paid from $25/mo | 4.4/5 | creators, newsletters |
| Mailchimp | Free; paid from $13/mo | 4.3/5 | small-business, beginners |
| Brevo | Free; paid from $25/mo | 4.5/5 | budget, small-business |
| HubSpot | Free; paid from $15/mo | 4.4/5 | startups, smb |
Frequently asked questions
What is the best email marketing software for marketing teams?
Based on G2 ratings, pricing, and fit for B2B marketing teams driving demand generation, ActiveCampaign ranks as our top pick. It scores well on ease of use, pricing transparency, and the features most relevant to this use case. That said, the right tool depends on your specific stack and workflow; review the full list above.
How much does email marketing software software cost for marketing teams?
Pricing varies widely. From our comparison: ActiveCampaign (From $29/mo), Kit (ConvertKit) (Free up to 1,000 subscribers; paid from $25/mo), Mailchimp (Free; paid from $13/mo). Most vendors offer annual billing discounts and some have free tiers. Always request a quote for teams over 25 seats, as volume discounts are common.
Is there a free email marketing software option for marketing teams?
Yes; Kit (ConvertKit) offers a free tier. Kit (formerly ConvertKit) is designed for creators, newsletter writers, and solopreneurs. Check current terms on the vendor's pricing page as free tier limits change.