SaaS companies live and die by product-led data: trial conversions, feature adoption, expansion signals, and churn prediction. The marketing and sales tools that work best for SaaS are built to work with product usage data, support product-led growth motions, and integrate cleanly with the data warehouses and CRMs that SaaS ops teams run.
What to look for in email marketing software software for saas companies
- 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 saas companies
#1 ActiveCampaign
★★★★½ 4.5/5 on G2 (13,000+ reviews) · From $29/mo
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 HubSpot
★★★★½ 4.4/5 on G2 (12,000+ reviews) · Free; paid from $15/mo
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
#3 Mailchimp
★★★★☆ 4.3/5 on G2 (12,000+ reviews) · Free; paid from $13/mo
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 Klaviyo
★★★★½ 4.6/5 on G2 (1,000+ reviews) · Free up to 250 contacts; paid from $20/mo
Klaviyo is the leading email and SMS platform for e-commerce brands. Revenue-based attribution and deep Shopify integration make it the default choice for DTC companies.
Pros
- Deep Shopify/Magento integration
- Revenue attribution built in
- SMS + email in one platform
Cons
- Expensive as list grows
- Primarily e-commerce focused
- B2B use cases feel forced
#5 Brevo
★★★★½ 4.5/5 on G2 (4,800+ reviews) · Free; paid from $25/mo
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
Quick comparison
| Tool | Starting price | G2 rating | Best for |
|---|---|---|---|
| ActiveCampaign | From $29/mo | 4.5/5 | b2b, automation |
| HubSpot | Free; paid from $15/mo | 4.4/5 | startups, smb |
| Mailchimp | Free; paid from $13/mo | 4.3/5 | small-business, beginners |
| Klaviyo | Free up to 250 contacts; paid from $20/mo | 4.6/5 | ecommerce, shopify |
| Brevo | Free; paid from $25/mo | 4.5/5 | budget, small-business |
Frequently asked questions
What is the best email marketing software for saas companies?
Based on G2 ratings, pricing, and fit for B2B SaaS companies of any size, 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 saas companies?
Pricing varies widely. From our comparison: ActiveCampaign (From $29/mo), HubSpot (Free; paid from $15/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 saas companies?
Yes; HubSpot offers a free tier. HubSpot combines CRM, marketing automation, email, and sales tools in one platform. Check current terms on the vendor's pricing page as free tier limits change.