6 B2B Email Marketing Software Tried, Tested, and Compared: Find Out The Best Pick for Your Company

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Best B2B email marketing software: a snapshot

• Mailtrap — A go-to email delivery platform for marketing, mass, and transactional emails with industry-best analytics. Best for teams looking for high-deliverability and human 24/7 support.
• Mailchimp — Ideal small and middle size teams ready to launch creative email marketing campaigns with its wide range of templates and beginner-friendly automation scenarios.
• HubSpot — An all-in-one solution for B2B marketers with CRM capabilities, powerful tools for automation, lead nurturing, and sales alignment.
• Brevo — A budget-friendly platform that combines email, SMS, and CRM features to keep your marketing on point.
• GetResponse — A robust tool for B2B businesses looking to strengthen their email marketing efforts with webinars and landing page builders to better nurture customer relationships.
• Constant Contact — A no-frills email marketing solution that makes it easy to design and send emails while tracking how well they’re doing. 

B2B email marketing software comparison criteria

When picking an email marketing platform, it’s important to focus on features that will impact your digital marketing success the most. While this may vary for every B2B business, here are some key things to consider:

Email infrastructure

B2B email infrastructure is a system with many parts that work together to successfully deliver emails to recipients’ inboxes.

This video will give you a good breakdown of what makes a robust email infrastructure: 

To evaluate each email sending platform, I examined the following characteristics of its email infrastructure:

Deliverability

Email deliverability rate shows how many of the sent emails get to the recipients.  It depends on factors like sender reputation, email authentication (DKIM, SPF, DMARC), IP and domain warming, bounce rates, and spam complaints.

I started with the services that support authentication protocols like DKIM, SPF, and DMARC. I also checked that they come with features like bounce and spam complaint monitoring, inbox placement tracking, and real-time webhooks for event notifications.

Also, I checked if the services offer a separate stream for bulk emails as it helps keep marketing emails from affecting the deliverability of transactional emails.

Recently, we conducted an independent test on the email deliverability of some popular tools. We tested them using the same conditions, like:

• A free plan
• A shared IP
• The same email template across all providers
• Deliverability monitoring through seed testing

If you want to see the results and all testing methodology, check out our blog post on email deliverability comparison.

Reliability

You need a platform that will send your emails without delays or hiccups, even during the busiest times. 

The right platform should have a solid infrastructure that can handle large email batches while minimizing downtime and performance issues.

The best platforms also have features like:

• Redundant servers to handle heavy email traffic.
• Real-time monitoring to catch and fix issues before they become problems.
• Scalable infrastructures so you can grow with your business and handle increased campaign loads.
• Solid uptime guarantees backed by clear service-level agreements (SLAs).
• Backup storage systems to secure your customer data and make sure emails are sent even if primary systems fail.

Pro tip: You can quickly check a provider’s reliability by looking at their status page. The Mailtrap status page is available here. 

Scalability

I only focused on platforms designed to adapt to your B2B needs and maintain smooth performance, even as demands increase. 

I prioritized platforms with:

• Ability to handle high-volume emails without delays or crashes, even during peak times.
• Tiered pricing plans to make sure you pay for only what you need as your subscriber base expands.
• Flexible pricing that grows with your needs, so you’re not stuck paying for marketing features you don’t use.

Pricing

The goal is to match cost, features, and the number of emails you plan to send in a way that works for you.

Here’s what I looked at to help you make the best decision:

• Free plan or a free trial so you can test the platform risk-free and choose plans that scale with your business. 
• Flexible plans so you can choose options that grow with your business — the goal is to never pay for more than you need.
• Pay-as-you-go models in case your email campaigns vary in size or frequency. This will give you better control over costs.
• Transparent pricing to avoid hidden fees or unclear costs. You should know exactly what you’re paying for.
• Advanced features in lower-tier plans if you need automation, personalization, or advanced analytics.

Note: It’s important to check how the platform handles scaling. Some tools allow you to add features as needed, while others require you to move to an entirely new plan as your business grows. Knowing this ahead of time helps you avoid unexpected costs down the line.

Marketing email sending

When sending marketing emails, it’s important to ensure your messages reach your audience. Here are some of the key points I considered:

• Analytics and reporting so you can track key metrics and use the insights to make better decisions and improve future campaigns.
• A/B testing to experiment with subject lines, designs, and send times, helping you find what works best for your audience.
• Automated campaigns to save time by setting up workflows like welcome emails or follow-ups that run on autopilot.
• List management allows you to keep your email list clean and organized, remove inactive users, and handle unsubscribes automatically.
• Dynamic content to personalize emails with content that adapts to the recipient’s preferences or behavior.
• Multi-channel integration to connect your email campaigns with other platforms like SMS or social media for a seamless marketing experience.
• Segmentation so you can group your audience based on behavior or preferences, ensuring your emails feel more personal and relevant.

Note: Many of these advanced tools might only be available with higher-tier subscriptions. Check the platform website or speak directly to the platform’s salesperson to find out.

Email design

For B2B businesses, the appearance of emails is crucial because they represent your brand and serve as a key part of your business identity. 

I only picked the tools that simplify the design process to help you create eye-catching and functional emails that appeal to your B2B audience.

The key features I paid attention to are:

Templates

Templates are a huge time-saver and make your emails look polished and professional (and if you want to make sure we’re on the same page, feel free to check these B2B marketing email examples). The best platforms offer a variety of pre-designed templates that cater to different needs. There are templates for different email types including email newsletters, promotional emails, and event invitations. 

I specifically looked for templates that are easy to customize, so you can tweak colors, fonts, and layouts to reflect your brand. 

Email builder

An email builder with a drag-and-drop ability makes it easy to add elements like images and buttons exactly where you want them. 

Email editor

While drag-and-drop builders simplify design, an editor goes a step further by letting you fine-tune every detail. I looked for platforms that offer both visual editors for quick adjustments and HTML editors for advanced customization. 

Compliance and security

A trustworthy platform helps you adhere to essential regulations like the CAN-SPAM Act (USA), GDPR (EU), CASL (Canada), PDPA (Asia, e.g., Singapore) and LGPD (Brazil), among others. 

To ensure you’re following the data privacy laws and protecting your business, look for these crucial features:

• Consent management. Look for a feature like simple sign-up forms, opt-in, and double opt-in.
• Unsubscribe options. The platform should automatically include an unsubscribe link in every email.
• Data access and deletion. The platform should let you easily delete subscriber data if requested.
• Robust security. Look for a tool with strong security features like encryption, secure data storage, access control, and regular security audits to protect sensitive information. This is especially critical for medical establishments, as compliance with HIPAA (USA) is a strict requirement for safeguarding health-related data. 
• Audit logs and alerts. Real-time alerts and audit logs track suspicious activity, like unauthorized logins or data exports, so you can quickly respond to potential threats.

AI, automation, and integrations

The best tools go beyond just sending emails — they help you optimize timing, personalize content, and connect seamlessly with your existing tech stack. For this article, I focused on how well each platform uses AI, what automation capabilities it has, and how well it integrates with other tools and systems.

AI in email marketing

Among other things, B2B email marketing tools that use AI can:

• Predict what your audience wants, so you can segment for maximum impact.
• Optimize send times to automatically boost open rates and click-through rates.
• Suggest subject lines or email content that’s more likely to grab attention.

In other words, AI in B2B email marketing is about implementing best practices on autopilot.

This video will give you an overview of some of the AI tools for email marketing that you should pay attention to in 2025:

Or you can read more on the topic in our blog post AI in email marketing.

Marketing automation

With B2B email marketing automation, you save time. It’s like having an extra set of hands to keep your marketing on track without constant input from you. 

I only picked the tools that can help you:

• Schedule automated emails at the perfect time without manual effort.
• Track and analyze campaign performance to improve results with actionable insights.
• Personalize emails based on user behavior and preferences.

If you need advanced features, some of the tools also offer:

• Lead scoring to prioritize contacts based on their engagement.
• Triggered emails that respond to specific actions users take.
• Real-time reporting dashboards to monitor email performance on the go.

Integrations

A great email marketing platform “plays nice” with the other tools in your tech stack. I only settled for platforms that integrate with your existing tools, such as CRMs, e-commerce platforms, and analytics software.

Many offer RESTful API support and webhooks so you can sync data seamlessly across all my systems.

User experience

I looked at how easy each platform is to get started with and use daily. The best tools come with onboarding support — step-by-step tutorials, interactive guides, or even live chat during setup — so you’re not stuck figuring things out on your own.

I also checked how clear and useful the documentation is. If something goes wrong or you need to set up an advanced feature, good documentation should make it easy to find answers without contacting support.

And finally, overall ease of use — is the interface intuitive, or does it feel clunky? Can you set up campaigns and find key features without digging through endless menus? A good platform should make everyday tasks quick and hassle-free.

Customer experience

Beyond features and functionality, you want to know how real users feel about the platform. Their feedback will give you insights into the platform’s reliability, usability, and overall satisfaction. 

So, I was keen to check:

Testimonials

Testimonials provide firsthand accounts of how businesses like yours use the software. I looked for genuine feedback that highlights key strengths, such as ease of use, impactful features, and results, or exceptional support. 

To ensure the testimonials were trustworthy, I checked forums like Reddit, G2, and Capterra to see what real users had to say, not just what was on the platform’s website.

For example, in this Reddit thread, the Redditor is seeking opinions on why his emails don’t show up in the folder they sent when using Mailchimp. The responses are genuine, helpful, and from real users. 

Ratings

Like reviews, ratings offer a quick way to assess customer satisfaction. I chose platforms that users trust and rate highly on sites like G2 and Capterra.

I paid attention to reviews that emphasized long-term reliability, customer service, and value for money. High ratings across diverse users signal a well-rounded, dependable platform.

For instance, Mailtrap has a 4.8/5 score on Capterra, which shows that many users trust it. Here is the score side-to-side with Gmail:

Best B2B email marketing platform: Mailtrap Email Delivery Platform

G2: 4.8 Capterra: 4.8

Mailtrap is an email delivery platform built to help B2B teams test, send, and control their email campaigns. 

It’s perfect for marketing and development teams who want to ensure their emails look great and land in the inbox. With Mailtrap, you can test emails before they go live, so you can avoid embarrassing mistakes.

The platform includes over 25 ready-to-use code snippets for easy integration. It also offers a dashboard that tracks important metrics like open rates, bounce rates, and deliverability. And provides you with drill-down reports on various email providers, like Gmail, Outlook, AOL and others. These reports offer detailed statistics for each mailbox provider, helping you understand your audience better and adjust your emails to display properly across different services.

My favorite feature is the email sandbox, which lets you preview emails across devices so you know exactly how they’ll look to your audience. 

Pricing

Mailtrap’s free plan lets you send up to 1,000 emails per month — perfect for small B2B startups. If you need to send more, their paid plans are super affordable, starting at just $15 per month for 10,000 emails and unlimited contacts. You can check out all the plans here.

Pros

• A reliable platform for sending marketing and transactional emails with a strong focus on deliverability.
• Easy-to-use drag-and-drop editor, HTML editor, and pre-designed email templates for quick email creation.
• Email campaign scheduler that allows you to plan and automate your campaigns up to two weeks in advance.
• Spam testing tools to ensure emails avoid spam folders and won’t shatter your sender reputation.
• Advanced analytics and detailed dashboards that are easy to read and learn from.
• Authentication with SPF, DKIM, DMARC, and BIMI; support for TLS and SSL encryption for secure and reliable email delivery.
• Ability to send both transactional and marketing emails from a single platform.
• 24/7 human support.

Cons

• Free plan limitations for larger teams.
• Limited personalization and automation features.

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Mailchimp

G2: 4.4 Capterra: 4.5

If you’re new to email marketing automation tools or run a small B2B business, Mailchimp is a great choice. It’s known for its wide range of great features and templates and a drag-and-drop editor that makes designing B2B emails easier.

Mailchimp also comes with advanced automation capabilities, allowing you to set up behavior-based workflows, drip campaigns, and triggered emails to engage leads and customers at the right time. Its AI-powered content optimization helps tailor messages for better engagement.

Also, the platform offers advanced list segmentation, so you can easily target specific audiences with the right messages. Its custom sign-up forms are great for collecting information to create personalized and relevant campaigns.

Pricing

Mailchimp’s free plan lets you send up to 1,000 emails/month (500 emails/day) to 500 contacts. However, the emails will include Mailchimp’s branding in the footer. For a larger contact list, you can get a premium plan for as low as $20/month. You can see all the premium plan options here. 

Pros

• It’s easy to use 
• Flexible pricing with frequent special deals and discounts.
• It has plenty of customizable templates to create professional-looking emails.
• Supports transactional email sending.
• Advanced automation with Customer Journey Builder for personalized workflows.
• Extensive integrations with over 300 apps, including Shopify, WooCommerce, and Zapier.
• Mobile app for managing campaigns and tracking performance on the go.

Cons

• It gets more expensive as your email list grows.
• The email automation features are not as advanced as some competitors.
• The free plan is limited with only 500 contacts and basic features.
• Pricing includes duplicate, unsubscribed, and inactive contacts, increasing costs.

HubSpot

G2: 4.4 Capterra: 4.5

HubSpot is an all-in-one CRM and marketing automation platform that makes it easy to connect all your B2B marketing, sales, and customer service tools in one place. 

The platform’s automation features are particularly valuable for B2B workflows. You can set up email sequences to nurture leads through every stage of the sales funnel, from awareness to decision-making. For instance, you can schedule follow-ups after a webinar or send targeted drip content to specific industries or job roles. 

These features help B2B marketers align their email efforts with broader business goals, like improving lead quality or shortening sales cycles. HubSpot is perfect for mid-size to large B2B businesses that want to scale while keeping their lead generation efforts efficient.

Pricing

HubSpot offers a free plan that lets you send up to 2,000 emails per month. However, it also offers comprehensive premium plans starting from $15/month — you might need a higher plan to send unlimited emails. To see all the plans they offer, check out their pricing page.

Pros

• The interface is intuitive and easy to navigate.
• The automation features are advanced and easy to customize.
• It’s great for creating detailed customer journeys.
• It scales well for both small businesses and large enterprises.
• It supports extensive integrations with third-party applications.
• AI-powered tools help automate tasks and improve customer engagement.

Cons

• The pricing structure is complex, with multiple ‘Hubs’ and tiers, making it hard to choose the most cost-effective option.
• Some features can feel overwhelming for new users.
• The setup process may take time if you’re managing a large marketing team.
• Additional costs apply for extra users and advanced features, increasing expenses.
• Some templates have limited customization, which may not fully align with branding needs.

Brevo (formerly Sendinblue)

G2: 4.5 Capterra: 4.6

Brevo is a solid choice if you need an affordable email marketing platform that covers more than just emails. It lets you send emails, SMS, and even chat messages — all from one place. This makes it great for businesses that want to keep communication consistent across different channels without juggling multiple tools.

It also comes with automation tools to handle follow-ups, abandoned cart reminders, and lead nurturing. And the best part? Brevo lets you store as many contacts as you want, even on the free plan—but if you’re using automation, only 2,000 contacts can enter workflows on the Starter plan.

Pricing

Bravo offers a free plan that includes up to 300 emails per day. Premium plans for B2B businesses with advanced needs start at as low as $9. Similar to some of the other platforms here, Brevo also offers frequent special deals, so check the pricing page for the current running deals.

Pros

• It’s affordable and allows unlimited contact storage, even on the free plan. 
• It supports WhatsApp and SMS campaigns for multichannel outreach.
• It offers powerful automation for lead nurturing and customer engagement.
• Predictive sending times help optimize email delivery (available in higher-tier plans).
• You can send both transactional and marketing emails from one platform.

Cons

• Some advanced features, like in-depth statistics and the landing page builder, are only available in higher-tier plans.
• Some users find the CRM functions limited or less intuitive compared to dedicated CRM platforms.
• The email design templates are not fully customizable.
• Customer support responsiveness can be slow at times, and live chat is not available on all plans.
• Pricing for large contact lists can become expensive compared to some competitors.

GetResponse

G2: 4.3 Capterra: 4.2

GetResponse is a marketing platform that goes beyond email campaigns, integrating webinars, landing pages, and automation tools to help businesses attract leads and keep them engaged.

It’s a great fit for businesses looking to scale, offering AI-powered tools, advanced analytics, and dynamic content to personalize customer journeys. The platform also provides two-factor authentication (2FA) and SSL encryption to keep your data secure.

With powerful automation workflows, you can set up behavior-based campaigns that adapt to customer actions. Plus, its AI writing assistant and predictive sending times make content creation and delivery smarter. And the dynamic segmentation lets you tailor messages for different audiences within a single campaign—boosting engagement without extra work.

Pricing

The free Plan lets you send up to 2,500 emails/month to 500 contacts. The paid plans start at $19 and include 1,000 contacts. GetResponse also offers discounts for annual subscriptions and special pricing for non-profits. Check their website for the latest prices and deals.

Pros

• Well-equipped for lead generation with plenty of features for email marketing, webinars, and landing pages.
• It integrates well with other systems and tools. 
• It offers professional templates that are easy to edit.
• It’s multilingual, making it suitable for global businesses.
• The free plan is great for starting out.
• It comes with advanced and customizable automation workflows.

Cons

• The pricing increases as your subscriber list grows, which can make it expensive for larger businesses.
• Some advanced features, like e-commerce tools and in-depth analytics, are only available on higher-tier plans.
• Phone support is limited to the Max plan, which may not be ideal for users who prefer direct assistance.
• The platform has a learning curve, especially when using its advanced automation tools.

Constant Contact

G2: 4.0 Capterra: 4.3

Constant Contact is perfect if you’re new to email marketing or want something simple and reliable to make your B2B email marketing strategy a success. It’s easy to set up and comes with great customer support, so you’ll never feel stuck. 

The platform is especially helpful if you run events or need to gather feedback from your audience since it includes event registration tools, surveys, and polls. I also like that it supports webhooks, so you can connect it with other apps to simplify your work.

Pricing

The plans start at $12/month for up to 500 contacts and 5,000 emails. Constant Contact doesn’t offer a free plan, but there’s a 14-day free trial to test things out. Also, if you prepay for 12 months, you get up to 15% off, and nonprofits can get up to 30% off.

Pros

• The platform includes templates tailored to various industries.
• Customer support is responsive and helpful.
• Surveys and polls make collecting feedback simple.
• Social media tools let you create, schedule, and manage posts from one place.
• Automated email campaigns help send welcome, birthday, and follow-up emails based on user behavior.

Cons

• The automation features are pretty basic compared to other platforms.
• The audience segmentation tools don’t offer much flexibility.
• The reporting isn’t as detailed as what competitors provide, lacking advanced analytics.
• A/B testing is limited to subject lines, with no option to test different email content or designs.
• Some templates have limited customization, which may not fully align with branding needs.

Wrapping up

The best email marketing software is the one that aligns with your specific goals. Take your time to decide — don’t rush it. Choose a platform that fits your current needs and can grow with your business.

Some other great options that didn’t make the cuts include: 

• Aweber
• Activecampaign
• Mailerlite
• Moosend

I didn’t include these platforms because they have some limitations in either automation, reporting, or scalability compared to the top choices.

That said, here are some more guides that can give you more insight when choosing a platform for the success of your marketing efforts:

• Best SMTP Providers for Marketing and Transactional emails
• Free SMTP Servers Compared
• Email Service Provider for Mass Emailing
• Best Transactional Email Service in 2025

Article by
Yevhenii Odyntsov
Content at Mailtrap

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