Email marketing delivers an average return of $36 for every $1 spent. That makes it the highest-ROI marketing channel available to small businesses. The problem is not whether email marketing works. The problem is choosing the right platform when you are starting out and do not want to pay $30-$100 per month for features you will not use yet.
The good news: most major email marketing platforms offer genuinely usable free plans. Some allow up to 10,000 subscribers. Others offer unlimited contacts with daily sending limits. A few include automation, landing pages, and A/B testing at no cost.
We tested nine of the most popular platforms and compared them on the things that actually matter: subscriber limits, sending limits, automation capabilities, template quality, deliverability reputation, and what they charge once you outgrow the free tier.
Quick Comparison
| Platform | Free Contacts | Monthly Sends | Automation | Landing Pages |
|---|---|---|---|---|
| Mailchimp | 500 | 1,000 | Basic | Yes |
| Brevo (Sendinblue) | Unlimited | 9,000 (300/day) | Basic | No |
| MailerLite | 1,000 | 12,000 | Yes | Yes |
| Kit (ConvertKit) | 10,000 | Unlimited | No | Yes |
| Omnisend | 250 | 500 | Yes | No |
| Benchmark Email | 500 | 3,500 | Basic | Yes |
| Sender | 2,500 | 15,000 | Yes | No |
| EmailOctopus | 2,500 | 10,000 | Basic | Yes |
| Loops | 1,000 | 2,000 | Yes | No |
Detailed Reviews
1. Mailchimp
Mailchimp is the most recognized name in email marketing and remains the default choice for many beginners. The drag-and-drop editor is intuitive, the template library is extensive, and the free plan includes basic reporting and single-step automations (like welcome emails).
The downside: Mailchimp's free plan has gotten significantly less generous over the years. It used to offer 2,000 contacts for free. Now it is 500. The branding on free-plan emails is also prominent. Once you outgrow the free tier, pricing scales quickly — the Essentials plan starts at $13/month for 500 contacts.
Best for: Absolute beginners who want the easiest setup experience and do not need more than 500 contacts.
2. Brevo (formerly Sendinblue)
Brevo takes a different approach: unlimited contacts, but a daily sending cap of 300 emails. That works out to about 9,000 emails per month, which is more than enough for most small businesses with lists under 2,000.
The platform also includes transactional email, SMS marketing, and a CRM on the free plan. The email editor is solid, though not quite as polished as Mailchimp. Basic automation workflows are available for free.
Best for: Businesses with growing lists that do not want to pay per contact. Also strong if you need transactional email alongside marketing campaigns.
3. MailerLite
MailerLite offers the best balance of features and limits on a free plan. You get 1,000 subscribers, 12,000 monthly sends, automation workflows, landing pages, pop-ups, and a clean drag-and-drop editor. The interface is modern and fast.
The free plan does lack some advanced features like A/B testing for automation, dynamic content, and the ability to remove MailerLite branding. But for a small business just getting started with email, it covers nearly everything you need.
Best for: Small businesses that want the most complete free email marketing experience including automation and landing pages.
4. Kit (formerly ConvertKit)
Kit has the most generous subscriber limit of any free plan: 10,000 contacts with unlimited sends. The catch is that the free plan only includes broadcast emails and basic landing pages. No automation sequences, no visual automations, and no integrations beyond basic ones.
Kit is built for creators — bloggers, podcasters, YouTubers — and it shows. The platform is text-focused with minimal design templates, favoring a clean, personal email style over heavily designed newsletters.
Best for: Content creators with large audiences who primarily send text-based newsletters and do not need automation.
5. Sender
Sender is a lesser-known platform with one of the most generous free plans available. You get 2,500 contacts, 15,000 monthly sends, automation workflows, pop-ups, and detailed analytics. The editor is functional, though the template selection is smaller than competitors.
The trade-off is brand recognition and ecosystem. Sender does not have the integrations depth of Mailchimp or the creator-focused features of Kit. But if your primary need is sending emails to a growing list for free, it is hard to beat.
Best for: Cost-conscious small businesses that prioritize generous limits over a polished UI or large integration library.
6. EmailOctopus
EmailOctopus keeps things simple and affordable. The free plan offers 2,500 subscribers, 10,000 monthly emails, basic automation, and landing page creation. The interface is clean and no-frills — there is no visual automation builder, but you can set up drip sequences.
Originally built on top of Amazon SES for rock-bottom pricing, EmailOctopus now uses its own infrastructure. Deliverability is solid, and the company has a strong reputation in the bootstrapped/indie business community.
Best for: Indie businesses and bootstrappers who want a straightforward tool without the bloat of enterprise platforms.
How to Choose the Right Platform
The best platform depends on your specific situation. Here is a simple decision framework:
- Smallest list, easiest setup? Mailchimp. You will outgrow the free plan quickly, but the initial learning curve is the lowest.
- Largest free list? Kit (10,000 subscribers) if you only need broadcasts. Sender (2,500) or EmailOctopus (2,500) if you also need automation.
- Best all-around free plan? MailerLite. It includes automation, landing pages, and 12,000 monthly sends.
- Unlimited contacts? Brevo. No subscriber cap, just a 300/day sending limit.
- E-commerce? Omnisend. Purpose-built for online stores with cart abandonment, product recommendations, and SMS.
What to Look for Beyond Free Limits
Free plans are a starting point. As your list grows, you will upgrade. Consider these factors before committing to a platform:
- Pricing at 5,000 and 10,000 subscribers. Some platforms are cheap at small scales but expensive as you grow. Check the pricing page for your projected list size in 12 months.
- Deliverability reputation. A platform with poor deliverability infrastructure means more of your emails land in spam. Look for platforms that enforce list hygiene and provide authentication tools (SPF, DKIM, DMARC).
- Migration difficulty. Can you export your subscriber list, automations, and templates if you switch? Some platforms make this easy; others make it painful.
- Integrations. Does the platform connect with your website builder, CRM, e-commerce platform, and payment processor? Check before you commit.
Frequently Asked Questions
Mailchimp is the easiest for beginners with its drag-and-drop editor and pre-built templates. However, MailerLite offers more features on its free plan (automation, landing pages) with a similarly easy learning curve.
Yes. MailerLite, Sender, and Omnisend all include multi-step automation on their free plans. Mailchimp and Brevo offer basic single-step automations for free.
Kit allows up to 10,000 free subscribers (broadcasts only). Sender and EmailOctopus allow 2,500. MailerLite allows 1,000 with full features. Brevo allows unlimited contacts with a 300/day sending limit.
Use a dedicated platform. Gmail has sending limits (500/day personal, 2,000/day Workspace), no unsubscribe management, no tracking, and no CAN-SPAM compliance features. A free email marketing platform handles all of this.
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