Choosing the right email marketing bedrijven is one of the highest-leverage decisions a business can make. According to Litmus data, email marketing returns $36 for every $1 spent, a 3,600% ROI, which is why 42% of marketers say email is their most effective channel, far ahead of social media and paid search, which both sit at just 16%. But with hundreds of providers competing for your budget, picking the wrong platform costs you more than money. It costs you deliverability, automation capability, and ultimately, revenue.
This guide reviews the leading email marketing bedrijven in 2025, covering what each one does well, who it is built for, and what to consider before you commit.
Key Takeaways
The global email marketing market was worth $6.13 billion in 2024 and is projected to reach $24.19 billion by 2033, growing at a CAGR of 16.48%.
Automated emails account for just 2% of email sends but drive 30% of revenue, earning 16 times more per send than scheduled campaigns.
The average email deliverability rate is approximately 83.1%, meaning nearly 1 in 6 marketing emails never reach the inbox.
The biggest gains in email ROI come from automation, personalization, deliverability discipline, and realistic attribution, not from sending more emails.
Choosing a platform based on your growth stage, tech stack, and automation needs, rather than features alone, is the single most important decision you will make.
Why the Choice of Email Marketing Bedrijven Matters More Now
Email marketing is evolving fast, shaped by AI innovation, new data regulations, and changing consumer behavior. The best email marketing providers in 2025 are not just keeping up with these trends, they are defining them.
What is unique about email marketing companies is that many are tailored to specific industries or verticals. The email needs of an independent publisher are very different from those of a B2B software company, even though both heavily rely on email marketing. As a result, the tools, features, and functionality of each platform are often built specifically for the unique needs of the users they serve.
This means there is no single "best" provider. There is only the best provider for your business model, budget, and where you are in your growth journey.
The Top Email Marketing Bedrijven Reviewed
1. ActiveCampaign: Best for Automation
ActiveCampaign's main goal is to help you send fewer emails with better results. It clearly focuses on marketing automation and highly targeted messages. Though other email marketing tools have worked to improve their automation features, ActiveCampaign continues to lead in this field.
With ActiveCampaign, you can automate everything based on your website visitors' behavior using complex if/when/then logic. The CRM add-on also makes it easy to manage sales directly from the backend and target "at risk" or "hot" leads.
Choosing the right email marketing bedrijven is one of the highest-leverage decisions a business can make. According to Litmus data, email marketing returns $36 for every $1 spent, a 3,600% ROI, which is why 42% of marketers say email is their most effective channel, far ahead of social media and paid search, which both sit at just 16%. But with hundreds of providers competing for your budget, picking the wrong platform costs you more than money. It costs you deliverability, automation capability, and ultimately, revenue.
This guide reviews the leading email marketing bedrijven in 2025, covering what each one does well, who it is built for, and what to consider before you commit.
Key Takeaways
The global email marketing market was worth $6.13 billion in 2024 and is projected to reach $24.19 billion by 2033, growing at a CAGR of 16.48%.
Automated emails account for just 2% of email sends but drive 30% of revenue, earning 16 times more per send than scheduled campaigns.
The average email deliverability rate is approximately 83.1%, meaning nearly 1 in 6 marketing emails never reach the inbox.
The biggest gains in email ROI come from automation, personalization, deliverability discipline, and realistic attribution, not from sending more emails.
Choosing a platform based on your growth stage, tech stack, and automation needs, rather than features alone, is the single most important decision you will make.
Why the Choice of Email Marketing Bedrijven Matters More Now
Email marketing is evolving fast, shaped by AI innovation, new data regulations, and changing consumer behavior. The best email marketing providers in 2025 are not just keeping up with these trends, they are defining them.
What is unique about email marketing companies is that many are tailored to specific industries or verticals. The email needs of an independent publisher are very different from those of a B2B software company, even though both heavily rely on email marketing. As a result, the tools, features, and functionality of each platform are often built specifically for the unique needs of the users they serve.
This means there is no single "best" provider. There is only the best provider for your business model, budget, and where you are in your growth journey.
The Top Email Marketing Bedrijven Reviewed
1. ActiveCampaign: Best for Automation
ActiveCampaign's main goal is to help you send fewer emails with better results. It clearly focuses on marketing automation and highly targeted messages. Though other email marketing tools have worked to improve their automation features, ActiveCampaign continues to lead in this field.
With ActiveCampaign, you can automate everything based on your website visitors' behavior using complex if/when/then logic. The CRM add-on also makes it easy to manage sales directly from the backend and target "at risk" or "hot" leads.
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Best for: B2B companies, SaaS businesses, and ecommerce brands running complex lifecycle automation.
Pricing: Starts at $19/month for 1,000 contacts.
2. Klaviyo: Best for Ecommerce
Klaviyo is designed specifically for ecommerce and integrates deeply with platforms like Shopify and WooCommerce. Klaviyo's pricing structure is based on contact list size and send volume rather than feature limitations, and its free plan offers access to all features, making it an attractive option for smaller businesses too.
From Klaviyo's AI-powered churn predictions to HubSpot's content assistant, leading platforms are moving from "reactive" to "anticipatory" marketing.
Best for: Direct-to-consumer brands and Shopify stores focused on retention and revenue growth.
3. Brevo (formerly Sendinblue): Best for Value
EmailToolTester awarded Brevo the Best Email Marketing Tool For Value For Money badge for 2025 and Best Email Marketing Tool overall in 2026. Brevo sends around 30 million emails and SMS daily in more than 14 countries. They now brand themselves as a CRM suite, with very appealing prices, especially for infrequent senders who are charged primarily by email volume rather than list size.
Brevo combines email, SMS, and CRM features, making it ideal for businesses wanting multiple marketing channels in one affordable service.
Best for: Budget-conscious businesses that want multichannel capability without paying enterprise prices.
4. HubSpot: Best for Full-Service Integration
HubSpot stands out as an industry leader because it offers more than just email marketing. It is a full marketing automation platform combining email campaigns with a built-in CRM, landing pages, social media management, and blogging tools.
HubSpot offers full-funnel visibility showing how each email contributes not just to clicks, but to actual pipeline progression and revenue.
For teams evaluating full-service email marketing capabilities connected to a CRM, HubSpot is difficult to match at scale.
Pricing: Free plan available; paid plans start at $15/month for Marketing Hub Starter.
5. MailerLite: Best for Simplicity and Small Teams
EmailToolTester awarded MailerLite the Best Email Marketing Tool For Ease of Use badge for 2025. Despite its clean appearance, MailerLite offers well-developed features, a solid editor, and a "free for life" plan.
With MailerLite, you only pay for subscribers once, even if they appear in multiple segments, and only for active contacts. Those fairer pricing practices, user-friendly tools, and strong customer support are what customers moving from Mailchimp appreciate most.
Best for: Small businesses, solopreneurs, and teams new to email marketing.
6. Omnisend: Best for Multichannel Ecommerce
Omnisend is fully focused on ecommerce and offers deep integrations with Shopify, WooCommerce, and BigCommerce. Using their product picker, you can drag and drop items directly into email campaigns.
Open rates for Omnisend users rose for the fifth consecutive year in 2025, reaching 30.7%, while automated emails reached 38% open rates and generated $2.87 per email compared to $0.18 for standard campaigns.
Best for: Ecommerce brands that want email, SMS, and push notifications in one place.
7. Mailchimp: Best for Beginners
Mailchimp is often the first platform businesses use because it is easy to learn and quick to launch. It works best when email marketing is still a secondary channel rather than a primary revenue driver.
Mailchimp remains one of the most recognized platforms in the market, known for its intuitive design and entry-level affordability starting at $13/month. However, businesses that outgrow basic campaigns often find its automation capabilities limiting compared to ActiveCampaign or Klaviyo.
Best for: Early-stage businesses and first-time email marketers.
Deliverability: The Factor Most Businesses Underestimate
No email marketing review is complete without an honest look at deliverability. You can have the most sophisticated automation stack in the world. If your emails land in spam, none of it matters.
Nearly 1 in 6 marketing emails never reach the inbox due to poor deliverability, meaning 16.9% of emails fail to reach recipients. Research shows that 64.6% of businesses say email deliverability issues have directly impacted revenue or customer retention.
The main drivers of poor inbox placement in 2025:
Weak authentication, including missing or unenforced DMARC records, is a primary crisis driver. Organizations with full SPF, DKIM, and DMARC enforcement consistently achieve 85 to 95% inbox placement.
Email marketing lists naturally decay by about 22 to 23% each year due to unsubscribes, job changes, and inactive addresses.
Gmail and Yahoo now mandate SPF, DKIM, and DMARC authentication for bulk senders transmitting over 5,000 messages per day, plus one-click unsubscribe requirements and low spam complaint thresholds.
According to G2 review data, users highlight drag-and-drop email builders, list segmentation, and campaign analytics as the most valued features, while teams frequently cite ease of use and strong deliverability rates as primary reasons for platform selection.
When evaluating email marketing bedrijven, always test deliverability before committing to a paid plan. Most platforms offer trials, so use them.
Building Your List: The Right Way to Grow a Free Email List for Affiliate Marketing
Many marketers search for a free email list for affiliate marketing, expecting to download a database and start sending. This approach fails on every level. All the benefits of email marketing vanish when you purchase email lists. From an ethical perspective, purchasing email lists is bad news, and in many jurisdictions it is also illegal.
The correct approach is to build an owned, permission-based list using organic methods:
Create a lead magnet that solves one clear problem, then build a landing page with a clear headline, simple form, and zero distractions.
Offering a lead magnet can significantly increase sign-ups. Studies by Statista show that 60% of small to medium-sized businesses find lead magnets an effective marketing strategy.
For affiliate marketers specifically, some email providers have clauses in their Terms of Service prohibiting affiliate marketing. Including affiliate links is usually fine as long as you are not spamming people, but to be safe, ask potential providers about their affiliate policy before signing up.
Software vs. Full-Service Email Marketing Agency: Which Do You Need?
Agencies provide expert advice and a full range of services, from strategy to execution, which is beneficial for businesses without in-house marketing expertise. Utilizing an agency for email marketing campaign creation can save a company time and internal resources, but agencies are generally more expensive than using software.
On average, email marketing agency pricing ranges from $300 to $5,000 per month.
Many growing brands adopt a hybrid approach: selecting the platform internally, then partnering with an email marketing agency to implement advanced automation and optimization strategies.
The right choice depends on one question: do you have the internal expertise to configure, test, and optimize campaigns consistently? If not, an agency or at least a consultative onboarding arrangement with your platform of choice is worth the cost.
For platforms like HubSpot or ActiveCampaign, configuration mistakes made early affect deliverability and attribution for months. Getting setup right the first time matters.
How to Choose the Right Provider: A Quick Framework
Use this checklist before making a decision:
Define your primary goal. Newsletter, ecommerce revenue, lead nurturing, or CRM alignment? Each points to a different platform.
Map your integrations. Your platform should connect with ecommerce platforms, CRMs, analytics tools, and advertising systems without friction.
Estimate list growth. Most platforms charge based on subscriber count or email volume, and costs increase quickly as lists grow, so scalability matters.
Test deliverability. Do not rely on marketing claims. Run a seed test during your trial.
Evaluate automation depth. Key features to look for include automation triggered by subscriber actions, segmentation based on specific criteria, A/B testing, and CRM integrations.
Choose the platform that supports your future state, not just your current needs. If your marketing strategy will evolve quickly, prioritize flexibility and automation over simplicity.
Frequently Asked Questions
What are the best email marketing bedrijven for small businesses in 2025?
For budget-conscious businesses, Moosend or Brevo offer strong features at lower price points. For beginners or small businesses, MailerLite, Mailchimp, and Kit provide user-friendly tools to get started. MailerLite stands out specifically for its generous free plan, clean interface, and fair pricing practices.
How do email marketing platforms affect deliverability?
Your choice of platform affects deliverability through shared IP reputation, authentication support, and list management tools. Proper email authentication using SPF, DKIM, and DMARC significantly improves inbox placement, with some industries achieving up to 88% inbox placement when authentication is properly configured. Always verify that your chosen provider supports full authentication setup.
Is it legal to use a free email list for affiliate marketing?
Purchasing or downloading a pre-built list is not a compliant strategy. Never purchase email lists. If you do, you might as well be talking to a wall. Subscribers must willingly opt in to receive your content. Build your list organically using lead magnets and opt-in forms for legal compliance and better engagement.
When should I hire a full-service email marketing agency instead of using software?
Businesses often work with an email marketing agency when automation becomes complex, revenue attribution matters, or platform migrations are required. If your team lacks the technical skills to configure automations, set up authentication properly, and analyze campaign attribution, an agency is worth the investment, especially at scale.
Best for: B2B companies, SaaS businesses, and ecommerce brands running complex lifecycle automation.
Pricing: Starts at $19/month for 1,000 contacts.
2. Klaviyo: Best for Ecommerce
Klaviyo is designed specifically for ecommerce and integrates deeply with platforms like Shopify and WooCommerce. Klaviyo's pricing structure is based on contact list size and send volume rather than feature limitations, and its free plan offers access to all features, making it an attractive option for smaller businesses too.
From Klaviyo's AI-powered churn predictions to HubSpot's content assistant, leading platforms are moving from "reactive" to "anticipatory" marketing.
Best for: Direct-to-consumer brands and Shopify stores focused on retention and revenue growth.
3. Brevo (formerly Sendinblue): Best for Value
EmailToolTester awarded Brevo the Best Email Marketing Tool For Value For Money badge for 2025 and Best Email Marketing Tool overall in 2026. Brevo sends around 30 million emails and SMS daily in more than 14 countries. They now brand themselves as a CRM suite, with very appealing prices, especially for infrequent senders who are charged primarily by email volume rather than list size.
Brevo combines email, SMS, and CRM features, making it ideal for businesses wanting multiple marketing channels in one affordable service.
Best for: Budget-conscious businesses that want multichannel capability without paying enterprise prices.
4. HubSpot: Best for Full-Service Integration
HubSpot stands out as an industry leader because it offers more than just email marketing. It is a full marketing automation platform combining email campaigns with a built-in CRM, landing pages, social media management, and blogging tools.
HubSpot offers full-funnel visibility showing how each email contributes not just to clicks, but to actual pipeline progression and revenue.
For teams evaluating full-service email marketing capabilities connected to a CRM, HubSpot is difficult to match at scale.
Pricing: Free plan available; paid plans start at $15/month for Marketing Hub Starter.
5. MailerLite: Best for Simplicity and Small Teams
EmailToolTester awarded MailerLite the Best Email Marketing Tool For Ease of Use badge for 2025. Despite its clean appearance, MailerLite offers well-developed features, a solid editor, and a "free for life" plan.
With MailerLite, you only pay for subscribers once, even if they appear in multiple segments, and only for active contacts. Those fairer pricing practices, user-friendly tools, and strong customer support are what customers moving from Mailchimp appreciate most.
Best for: Small businesses, solopreneurs, and teams new to email marketing.
6. Omnisend: Best for Multichannel Ecommerce
Omnisend is fully focused on ecommerce and offers deep integrations with Shopify, WooCommerce, and BigCommerce. Using their product picker, you can drag and drop items directly into email campaigns.
Open rates for Omnisend users rose for the fifth consecutive year in 2025, reaching 30.7%, while automated emails reached 38% open rates and generated $2.87 per email compared to $0.18 for standard campaigns.
Best for: Ecommerce brands that want email, SMS, and push notifications in one place.
7. Mailchimp: Best for Beginners
Mailchimp is often the first platform businesses use because it is easy to learn and quick to launch. It works best when email marketing is still a secondary channel rather than a primary revenue driver.
Mailchimp remains one of the most recognized platforms in the market, known for its intuitive design and entry-level affordability starting at $13/month. However, businesses that outgrow basic campaigns often find its automation capabilities limiting compared to ActiveCampaign or Klaviyo.
Best for: Early-stage businesses and first-time email marketers.
Deliverability: The Factor Most Businesses Underestimate
No email marketing review is complete without an honest look at deliverability. You can have the most sophisticated automation stack in the world. If your emails land in spam, none of it matters.
Nearly 1 in 6 marketing emails never reach the inbox due to poor deliverability, meaning 16.9% of emails fail to reach recipients. Research shows that 64.6% of businesses say email deliverability issues have directly impacted revenue or customer retention.
The main drivers of poor inbox placement in 2025:
Weak authentication, including missing or unenforced DMARC records, is a primary crisis driver. Organizations with full SPF, DKIM, and DMARC enforcement consistently achieve 85 to 95% inbox placement.
Email marketing lists naturally decay by about 22 to 23% each year due to unsubscribes, job changes, and inactive addresses.
Gmail and Yahoo now mandate SPF, DKIM, and DMARC authentication for bulk senders transmitting over 5,000 messages per day, plus one-click unsubscribe requirements and low spam complaint thresholds.
According to G2 review data, users highlight drag-and-drop email builders, list segmentation, and campaign analytics as the most valued features, while teams frequently cite ease of use and strong deliverability rates as primary reasons for platform selection.
When evaluating email marketing bedrijven, always test deliverability before committing to a paid plan. Most platforms offer trials, so use them.
Building Your List: The Right Way to Grow a Free Email List for Affiliate Marketing
Many marketers search for a free email list for affiliate marketing, expecting to download a database and start sending. This approach fails on every level. All the benefits of email marketing vanish when you purchase email lists. From an ethical perspective, purchasing email lists is bad news, and in many jurisdictions it is also illegal.
The correct approach is to build an owned, permission-based list using organic methods:
Create a lead magnet that solves one clear problem, then build a landing page with a clear headline, simple form, and zero distractions.
Offering a lead magnet can significantly increase sign-ups. Studies by Statista show that 60% of small to medium-sized businesses find lead magnets an effective marketing strategy.
For affiliate marketers specifically, some email providers have clauses in their Terms of Service prohibiting affiliate marketing. Including affiliate links is usually fine as long as you are not spamming people, but to be safe, ask potential providers about their affiliate policy before signing up.
Software vs. Full-Service Email Marketing Agency: Which Do You Need?
Agencies provide expert advice and a full range of services, from strategy to execution, which is beneficial for businesses without in-house marketing expertise. Utilizing an agency for email marketing campaign creation can save a company time and internal resources, but agencies are generally more expensive than using software.
On average, email marketing agency pricing ranges from $300 to $5,000 per month.
Many growing brands adopt a hybrid approach: selecting the platform internally, then partnering with an email marketing agency to implement advanced automation and optimization strategies.
The right choice depends on one question: do you have the internal expertise to configure, test, and optimize campaigns consistently? If not, an agency or at least a consultative onboarding arrangement with your platform of choice is worth the cost.
For platforms like HubSpot or ActiveCampaign, configuration mistakes made early affect deliverability and attribution for months. Getting setup right the first time matters.
How to Choose the Right Provider: A Quick Framework
Use this checklist before making a decision:
Define your primary goal. Newsletter, ecommerce revenue, lead nurturing, or CRM alignment? Each points to a different platform.
Map your integrations. Your platform should connect with ecommerce platforms, CRMs, analytics tools, and advertising systems without friction.
Estimate list growth. Most platforms charge based on subscriber count or email volume, and costs increase quickly as lists grow, so scalability matters.
Test deliverability. Do not rely on marketing claims. Run a seed test during your trial.
Evaluate automation depth. Key features to look for include automation triggered by subscriber actions, segmentation based on specific criteria, A/B testing, and CRM integrations.
Choose the platform that supports your future state, not just your current needs. If your marketing strategy will evolve quickly, prioritize flexibility and automation over simplicity.
Frequently Asked Questions
What are the best email marketing bedrijven for small businesses in 2025?
For budget-conscious businesses, Moosend or Brevo offer strong features at lower price points. For beginners or small businesses, MailerLite, Mailchimp, and Kit provide user-friendly tools to get started. MailerLite stands out specifically for its generous free plan, clean interface, and fair pricing practices.
How do email marketing platforms affect deliverability?
Your choice of platform affects deliverability through shared IP reputation, authentication support, and list management tools. Proper email authentication using SPF, DKIM, and DMARC significantly improves inbox placement, with some industries achieving up to 88% inbox placement when authentication is properly configured. Always verify that your chosen provider supports full authentication setup.
Is it legal to use a free email list for affiliate marketing?
Purchasing or downloading a pre-built list is not a compliant strategy. Never purchase email lists. If you do, you might as well be talking to a wall. Subscribers must willingly opt in to receive your content. Build your list organically using lead magnets and opt-in forms for legal compliance and better engagement.
When should I hire a full-service email marketing agency instead of using software?
Businesses often work with an email marketing agency when automation becomes complex, revenue attribution matters, or platform migrations are required. If your team lacks the technical skills to configure automations, set up authentication properly, and analyze campaign attribution, an agency is worth the investment, especially at scale.
Email Marketing Tools & PlatformsApr 7, 2026 12 min
Email Marketing API: Build Custom Campaigns
Learn how email marketing APIs integrate with your tools to send campaigns, manage subscribers, and track performance. Start building today.
RRachel Torres
Email Marketing Tools & PlatformsApr 7, 2026 12 min
Email Marketing API: Build Custom Campaigns
Learn how email marketing APIs integrate with your tools to send campaigns, manage subscribers, and track performance. Start building today.
