Email marketing services: 19 of the best to choose from

Choosing the wrong email marketing service costs businesses thousands in lost revenue and wasted time. With over 300 email marketing platforms available and new ones launching monthly, finding the right fit feels overwhelming — especially when switching platforms later means migrating lists, rebuilding automations, and retraining your team.

Boost Opens & CTRs with HubSpot’s Free Email Marketing Software

The good news? Email marketing delivers an average ROI of $10-$36 for every $1 spent, making it one of the most cost-effective marketing channels available. However, you must select a platform that aligns with your specific needs, budget, and technical capabilities.

After testing over 30 email marketing services and helping businesses send millions of emails through HubSpot‘s platform, I’ve identified the critical features that distinguish great platforms from costly mistakes. Here are 19 of the best email marketing services available today, along with exactly who should use each one.

Table of Contents

• Why is an email marketing service important?
• What to Look for in an Email Marketing Service
• Quick Comparison: Top Email Marketing Services
• 19 Best Email Marketing Software Platforms
• Frequently Asked Questions

Why is an email marketing service important?

Today, email marketing services continue to be an integral, strategic tool for businesses of all sizes across all industries — it helps businesses build strong relationships with prospects and customers all while moving them through the buyer's journey and maintaining strong communication throughout.

Not to mention, as ESPs continue to develop, features like A/B Testing, automation, and personalization have made the tools even more valuable to a marketer looking to engage with an increasingly fragmented audience.

What to Look for in an Email Marketing Service

Security

Email addresses are personal and sensitive customer data that you're responsible for protecting. Your email marketing service provider should have robust precautions in place and use best practices to protect this data like DMARC email authentication standards.

Ease of Use

If you're using email marketing to nurture and convert customers, it should be easy to create an email and send it to your audience. Look for drag-and-drop features and templated workflows in your email tool.

Audience Segmentation

Personalization is a key component of a successful email marketing strategy, and for this, you'll need audience segmentation included in the tool you choose.

Automation

Automated workflows, triggered sends, and scheduled emails are all parts of email marketing automation that come in handy for small and large teams alike. Look for these automated features when choosing an email marketing service.

Third-Party Integrations

Odds are, you and your team aren't handling your marketing tasks manually. A great email marketing provider will be able to integrate with many of the other tools you use, especially a CRM.

As you explore our list of email marketing services, you'll find that integration capabilities vary dramatically between platforms. MailChimp leads with 300+ integrations spanning virtually every business tool category.

HubSpot's native CRM integration is its defining feature, automatically syncing customer data, behavior, and purchase history to personalize every email. Moosend, Sender, and Benchmark Email connect with popular CRM and ecommerce platforms through direct integrations.

Omnisend specializes in ecommerce integrations, particularly with Shopify, WooCommerce, and BigCommerce. EngageBay bundles marketing, sales, and support tools natively, reducing the need for external integrations.

Campaign Monitor focuses on agency workflows with client management features. Most platforms integrate with payment processors, webinar tools, social media platforms, and analytics services.

When evaluating platforms, verify that your essential business tools — whether that's Salesforce, Shopify, WordPress, or Zapier for custom workflows — are supported.

Data Analytics

Utilize email tracking to keep track of open rates, bounce backs, and CTR with data analytics weaved right into your next email marketing tool.

Customer Support

Even after learning your new email marketing service tool through and through, you'll need help from the support team at some point. Make sure the provider you choose has a helpful and accessible customer support team that you can lean on when you need help.

Now let‘s look at some of the best email marketing services today — one of which you might choose to implement at your company. (And psst: If you need help writing your emails once you’ve found the right provider, this video can help you do so seamlessly.)

For each of the following services, I‘ve listed notable features and pricing details. I also tested the ones I had access to so you’ll have greater details.

Quick Comparison: Top 10 Email Marketing Platforms

Service	Best For	Free Plan	Starting Price	Key Feature
HubSpot	CRM-powered email marketing	✓	$9/month per seat	99% deliverability rate
Sender	Budget-conscious businesses	✓	$7/month	Combined email & SMS
Brevo	SMS + email campaigns	✓ (available)	$8.08/month	30M+ messages daily
Moosend	Small business automation	30-day trial	$9/month	Interactive email elements
EngageBay	All-in-one marketing	✓ (essential features)	$12.74/month	Social media integration
Omnisend	Ecommerce automation	✓ (limited)	$11.20/month, Custom pricing	Omnichannel workflows
Benchmark Email	Simple email campaigns	✓ (basic features)	$37/month	AI-powered design
Mailmodo	Interactive AMP emails	Free trial	$39/month	App-like email experiences
Pabbly	High-volume sending	✓	$36/month	Unlimited emails
SendX	Visual performance tracking	14-day trial	$7.49/month	Unlimited email sends

Note: Prices as of October 2025. Visit provider websites for current pricing.

When comparing email marketing platforms directly, several patterns emerge. HubSpot, Sender, and Brevo all offer free plans, although with different limitations.

HubSpot provides 2,000 emails per month with full CRM access, Sender offers 15,000 emails for up to 2,500 contacts, and Brevo includes SMS capabilities in its free tier. For paid plans, Sender and EngageBay lead in affordability, with monthly rates of $7 and $12.49, respectively. In contrast, HubSpot's Professional tier starts at $890 for comprehensive marketing automation.

Omnisend distinguishes itself with proper omnichannel marketing across email, SMS, push notifications, and messaging apps. Mailmodo stands alone in offering AMP email technology for interactive, app-like experiences directly in the inbox. Pabbly uniquely offers unlimited sending on all plans, charged only by the number of subscribers.

Furthermore, multiple platforms provide genuinely helpful free plans rather than restrictive trials. For example, HubSpot provides free email marketing software, and Sender offers 15,000 free emails monthly.

19 Best Email Marketing Software Platforms

Selecting the best email marketing service depends on your specific business needs, budget, and technical expertise. Small businesses with limited budgets should consider Sender or HubSpot, which offer robust features at affordable price points.

Ecommerce stores benefit most from Omnisend's omnichannel workflows or TargetBay's Shopify-specific features.

If you need CRM integration and are willing to invest in a comprehensive solution, HubSpot delivers unmatched data connectivity with 99% deliverability rates. Teams requiring collaboration tools should examine Ortto, while beginners appreciate Benchmark Email's straightforward interface and AI-powered design assistance.

1. HubSpot Email Marketing Software

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Best for: Email marketing powered by CRM data

Overview: HubSpot offers secure, easy-to-use email marketing software with high deliverability rates and comprehensive ESP features.

HubSpot's email marketing software stands out by seamlessly connecting email campaigns with your entire customer database. Unlike standalone email tools, HubSpot's CRM integration means every email automatically personalizes based on contact behavior, purchase history, and engagement patterns.

Key Features:

• Drag-and-drop editor with mobile-responsive templates
• Smart personalization using CRM data and behavior triggers
• A/B testing for subject lines, content, and send times
• 99% deliverability rate maintained across the network
• AI-powered tools including Email Writer and Campaign Assistant
• Advanced automation with visual workflow builder
• Detailed analytics with revenue attribution reporting

Pro tip: Drag-and-drop editors with mobile-responsive templates eliminate the need for coding knowledge, while automation workflows handle triggered campaigns, drip sequences, and behavioral responses without manual intervention.

Pricing:

• Free Forever: 2,000 email sends/month, basic features
• Starter: From $9/month per seat
• Professional: From $890/month (2,000 marketing contacts)
• Enterprise: From $3,600/month (10,000 marketing contacts)

Pros:

• Unified platform eliminates data silos
• Industry-leading deliverability rates
• Powerful automation without complexity
• Free plan includes CRM and other tools

Cons:

• Higher price point for advanced features
• Learning curve for full platform adoption
• Contact-based pricing can get expensive

As someone who sends 50,000+ emails monthly through HubSpot, the CRM integration transforms email from a broadcast channel into genuine conversations. You see exactly which emails drive revenue, not just opens.

2. Sender Email Marketing Software

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Best for: Affordable platforms with high inbox deliverability

Overview: Sender is an all-in-one marketing automation platform offering more than basic email marketing services.

Key Features:

• Automation builder with conditional flows
• Advanced segmentation capabilities
• Customizable popups and embeddable forms
• SMS marketing capabilities
• Cart abandonment and purchase triggers

Pricing:

• Free Forever plan: Up to 2,500 contacts, 15,000 emails/month
• Paid plans start at $7/month for 12,000 emails/month

Pros:

• Wallet-friendly pricing at all levels
• Premium features included in free plan
• Combined email and SMS campaigns

Cons:

• May have fewer integrations than larger platforms
• Limited contacts on free plan

3. Brevo

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Best for: Automated nurturing and text message campaigns

Overview: Brevo helps customers send over 30 million automated emails and text messages daily.

Key Features:

• Forms tool for lead collection
• Pre-made automation workflows
• Custom campaign creation
• List segmentation
• Email and SMS combined campaigns

Pro tip: List segmentation allows you to target specific audience groups based on behavior, demographics, or engagement patterns, significantly improving campaign performance.

Pricing:

• Free plan available
• Three plans between $8.08-$449.08/month
• Enterprise plan with custom quote
• Pricing varies by emails sent per day/month

Pros:

• Pre-built workflows for quick setup
• Combined email and SMS capabilities
• Affordable entry-level pricing

Cons:

• Pricing based on daily/monthly sends can be confusing
• Enterprise features require custom quote

4. Moosend Email Marketing Software

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Best for: Creating automation and sending personalized emails

Overview: Moosend offers advanced email marketing features at an affordable price point.

Key Features:

• Drag-and-drop editor with interactive elements (videos, GIFs, countdown timers)
• Responsive email templates
• Advanced automation for beginners and power users
• Real-time reporting and analytics
• A/B testing capabilities help optimize subject lines, content, and send times.
• 24/7 customer support

Pricing:

• 30-day free trial available
• Pro plan: Starting at $9/month for 500 contacts (unlimited emails)
• Moosend+ plan: Add-on features available
• Enterprise plan: Custom pricing

Pros:

• User-friendly interface for beginners
• Advanced automation capabilities
• Excellent customer support
• Affordable pricing structure

Cons:

• Some advanced features only in higher tiers
• May lack some integrations of larger platforms

5. EngageBay Email Marketing Software

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Best for: Account-based email marketing and social media marketing

Overview: EngageBay is an all-in-one marketing, sales, and customer support software for small businesses.

Key Features:

• Personalized email campaigns and landing pages
• Visual multistep automation builder
• Social media management (Instagram, Facebook, Twitter, LinkedIn)
• Social listening capabilities
• Smart post scheduling
• No-code workflow creation

Pricing:

• Free plan with essential features
• Basic plan: $12.74 for unlimited contacts

Pros:

• All-in-one platform (marketing, sales, support)
• Strong social media integration
• No coding required for automation

Cons:

• Significant price jump from free to Pro plan
• May be overwhelming for email-only needs

6. Omnisend Email Marketing Software

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Best for: Ecommerce stores benefit most from Omnisend's omnichannel workflows

Overview: Omnisend offers automation workflows for any stage of the customer journey with omnichannel capabilities.

Key Features:

• Omnichannel communication (email, SMS, push notifications, Facebook Messenger, WhatsApp)
• User-friendly segmentation
• Pre-built templates for email capture, campaigns, and automation
• Customized, targeted communication workflows

Pricing:

• Free plan with limited capabilities
• Standard: $11.20/month
• Pro: $41.30
• Customizable Pro plan
• Free trial available on all plans

Pros:

• True omnichannel marketing capabilities
• Excellent for targeted, personalized campaigns
• Templates for quick start

Cons:

• Free plan very limited
• Can be complex to set up initially

7. Benchmark Email

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Best for: Straightforward and simple email marketing

Overview: Benchmark Email is a user-friendly platform for creating and automating professional campaigns quickly.

Key Features:

• Intuitive drag-and-drop editor
• Responsive templates
• AI-powered design tools
• Personalization based on subscriber behavior
• Segmentation capabilities
• A/B testing tools
• CRM and eCommerce platform integrations
• Real-time analytics and reporting

Pricing:

• Free plan with basic features
• Pro plan: Starting at $37/month (2,500 contacts)
• Enterprise plan: Advanced automation and analytics

Pros:

• User-friendly interface
• No design experience required
• Good integration options

Cons:

• Advanced features only in higher tiers
• May lack sophistication for power users

8. Mailmodo Email Marketing Software

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Best for: Creating and sending AMP emails

Overview: Mailmodo helps marketers create app-like experiences in email without coding.

Key Features:

• Visual builder with drag-and-drop workflows
• Responsiveness checker for different devices
• In-built open rate suggestions
• AMP technology for interactive elements (calendars, forms, surveys, polls)
• Gamification elements (spin the wheel, quizzes)

Pricing:

• Lite plan: $39/month
• Pro plan: $79/month
• Max plan: $159/month
• Free trial available

Pros:

• Unique AMP email capabilities
• Interactive elements boost engagement
• Reduces redirections

Cons:

• Higher starting price point
• AMP emails may not display in all email clients

9. Pabbly Email Marketing Software

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Best for: Delivering bulk emails

Overview: Pabbly enables bulk email sending via SMTP or external SMTP connections.

Key Features:

• SMTP routing
• Workflow automation
• Email scheduling
• Autoresponders and triggers
• Responsive email templates
• Drag-and-drop editor
• Email tracking (bounce rate, open rate, CTR)

Pricing:

• Free plan
• Pro: $36/month
• Unlimited: $59/month

Pros:

• Unlimited emails on all plans
• Good for high-volume senders
• Free plan available

Cons:

• Interface may be less polished than competitors
• Limited advanced features

10. SendX Email Marketing Software

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Best for: Visual email marketing performance data

Overview: SendX is an intuitive, affordable, and feature-rich platform for marketers and business owners.

Key Features:

• Unlimited email sends across all plans
• Charged per subscriber (not per email)
• Optimization based on 30+ parameters
• Email drip sequences
• Audience segmentation
• Forms and popups for list growth
• Drag-and-drop email editor
• Heatmap reports for campaigns

Pricing:

• Based on subscriber count
• 1,000 subscribers: $7.49/month (annual) or $9.99/month (monthly)
• 14-day free trial

Pros:

• Unlimited email sends
• Single subscriber pricing across all lists
• Visual heatmap reporting
• Very affordable

Cons:

• Fewer templates than some competitors
• Limited integrations

11. Constant Contact Email Marketing Software

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Best for: Email drip campaigns and easy-to-use templates

Overview: Constant Contact is a popular email marketing service suitable for many industries.

Key Features:

• 100+ email templates
• Easy scheduling
• Automatic bounce and unsubscribe management
• Event-based email campaigns (e.g., birthday emails)
• Plus features for coupons, donations, surveys

Pricing:

• Three plans: $12, $35, and $80/month
• Pricing based on number of contacts
• Free trial available

Pros:

• Large template library
• Automatic list management
• Event-triggered campaigns
• Good for beginners

Cons:

• Can become expensive as list grows
• Less advanced automation than competitors

12. Campaign Monitor Email Marketing Software

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Best for: Building personalized emails

Overview: Campaign Monitor provides powerful, personalized email marketing tools that are simple to use.

Key Features:

• Intuitive drag-and-drop editor
• Data-driven personalization
• List segmentation
• Visual marketing automation
• Extensive resource library

Pricing:

• Three major plans: $10.80 to $143.10/month
• Enterprise: Custom pricing
• Annual payment option available
• Pay-per-campaign option

Pros:

• Strong personalization capabilities
• Visual automation tool
• Good analytics
• Extensive learning resources

Cons:

• Can be pricey for larger lists
• Limited features on lower tiers

13. TargetBay Email Marketing Software

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Best for: Shopify email marketing and SMS marketing

Overview: TargetBay is an all-in-one email marketing service optimized for ecommerce.

Key Features:

• 380+ email templates
• Drag-and-drop functionality
• Pop-up builder
• SMS marketing
• Coupon builder
• Email automation
• A/B testing
• Sign-up forms
• Real-time campaign performance data

Pricing:

• Custom Pricing

Pros:

• Excellent for Shopify stores
• Built-in coupon builder
• Large template library
• Affordable pricing

Cons:

• Best suited for ecommerce (less versatile)
• Free plan quite limited

14. GetResponse

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Best for: Building and nurturing an engaged audience

Overview: GetResponse offers various cost-effective tools beyond email marketing for small and medium businesses.

Key Features:

• Pop-ups, landing pages, and websites
• Webinars and online courses
• Conversion funnels
• AI-generated campaign features
• Drag-and-drop editors
• Clean, modern dashboard
• Lead magnet campaign tools

Pricing:

• Generous free plan
• Paid plans starting at $15.58/month
• Email Marketing and Marketing Automation plans for SMBs
• Ecommerce Marketing and Content Monetization specialized plans
• MAX custom plan for enterprises

Pros:

• More than just email marketing
• Lead magnet tools included
• Modern interface
• Affordable entry pricing

Cons:

• Can be overwhelming with many features
• Some features only in higher-tier plans

15. MailChimp Email Marketing Software

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Best for: Actionable data insights to improve strategy

Overview: MailChimp has evolved beyond email to include landing pages and ad tools, serving millions in 175+ countries.

Key Features:

• Data-driven actionable insights
• Landing pages and ad tools
• 300+ integrations
• Scalable for enterprises and startups
• Advanced analytics

Pricing:

• Four plans: Free to $350/month
• Pricing increases with contact count
• Flexible based on needs

Pros:

• Industry leader with extensive data
• Massive integration ecosystem
• Scalable for any size business
• Free plan available

Cons:

• Can be expensive as you scale
• Interface can feel cluttered
• Pricing increases significantly with contacts

16. Canary Mail Email Marketing Software

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Best for: AI email management and advanced security

Overview: Canary Mail is an AI-powered email client focused on productivity and security.

Key Features:

• AI Copilot for content creation
• AI inbox categorization
• SecureSend and PGP support
• Custom swipe and thread actions
• Customizable interface (dark/light modes)
• Read receipts for tracking
• Advanced security features

Pricing:

• $3-$10/month

Pros:

• Very affordable
• Strong security features
• AI-powered productivity
• Highly customizable

Cons:

• More of an email client than marketing platform
• Limited traditional marketing automation features

17. AWeber Email Marketing Software

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Best for: Small businesses and entrepreneurs building email lists

Overview: AWeber is built specifically for small businesses and entrepreneurs new to email marketing.

Key Features:

• Simple contact segmentation
• Professional email design tools
• Lead nurturing capabilities
• 24/7 deliverability monitoring
• Beginner-friendly interface

Pricing:

• Lite: $15/month
• Plus: $30/month
• Done For You: $30/month + $79 setup fee
• Scaled pricing based on list size

Pros:

• Excellent deliverability
• Great for beginners
• Strong customer support
• Free plan available

Cons:

• Less advanced features than competitors
• Can become expensive at scale

18. Ortto Email Marketing Software

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Best for: Collaborative email marketing teams

Overview: Ortto differentiates itself with visual marketing tools designed for team collaboration.

Key Features:

• Drag-and-drop email editor
• Visual automation tool
• Team collaboration features
• Quick work sharing
• “Annotate & collaborate” feature for feedback
• Intuitive interface throughout

Pricing:

• Three plans: $169-$849/month
• Custom Pricing Available

Pros:

• Excellent for team collaboration
• Visual workflow tools
• Easy to share and get feedback

Cons:

• Expensive compared to alternatives
• High starting price point
• May be overkill for solo marketers

19. Ontraport Email Marketing Software

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Best for: Creating detailed email marketing campaigns

Overview: Ontraport offers a full suite of marketing automation tools, including eCommerce functionality.

Key Features:

• Visual campaign builder
• Marketplace with pre-built campaigns (abandoned cart, webinar follow-up)
• eCommerce functionality
• Detailed reporting (pipeline, traffic sources, conversion timelines)
• Build from scratch or use templates

Pricing:

• Basic plan: Starting at $24/month
• Plus plan: $83/month
• Pro: $124/month
• Enterprise plan: Starting at $249/month

Pros:

• Comprehensive automation suite
• eCommerce integration
• Detailed analytics
• Pre-built campaign templates

Cons:

• Can be complex for beginners
• Higher learning curve
• Mid-tier pricing

Frequently Asked Questions

1. What is the best email marketing service?

The best email marketing service depends on your specific needs and budget.

HubSpot stands out for businesses wanting CRM-powered email marketing with a 99% deliverability rate and robust automation. For budget-conscious users, Sender offers excellent value with 15,000 free emails monthly.

Moosend is ideal for small businesses needing advanced personalization at just $9/month, while Omnisend excels for ecommerce stores with omnichannel workflows. Consider your primary use case — whether it's CRM integration, affordability, automation complexity, or ecommerce features — when making your choice.

2. Which email marketing platforms offer free plans?

Several top platforms offer generous free plans. HubSpot provides 2,000 emails per month with full CRM integration. Sender leads with 15,000 emails monthly for up to 2,500 contacts. Brevo offers a free tier with email and SMS capabilities.

EngageBay includes essential marketing, sales, and support features in its free plan. Pabbly allows unlimited emails to 100 subscribers. MailChimp offers a free plan for up to 500 contacts. Most free plans include basic automation, templates, and analytics, making them suitable for startups and small businesses testing email marketing.

3. How much does it cost to use an email marketing service?

Email marketing costs vary widely based on your contact list size and feature needs. Entry-level paid plans start as low as $7.49/month (SendX) to $9/month (Brevo, Moosend). Mid-tier plans range from $20 to $100/month for 1,000 to 2,500 contacts, offering advanced features.

HubSpot's Professional plan starts at $890/month for comprehensive marketing automation. Enterprise solutions like Ortto ($509-$1,699/month) cater to larger teams. Most platforms use contact-based pricing that scales with your list size, though some, like SendX and Pabbly, offer unlimited sending within plan limits.

4. What features are most important for small businesses?

Small businesses should prioritize ease of use with drag-and-drop editors and pre-built templates for quick campaign creation. Automation capabilities are essential for nurturing leads without manual effort — look for triggered emails, drip sequences, and cart abandonment workflows.

List segmentation allows personalized messaging to different audience groups. Deliverability rates matter tremendously; HubSpot's 99% rate ensures your emails reach inboxes. Integration with other tools (especially CRM systems) prevents data silos.

Analytics and reporting help optimize campaigns. Finally, scalable pricing that grows with your business prevents costly platform switches later.

5. How do I switch email marketing platforms?

Switching platforms requires careful planning. First, export your contact lists from your current platform (usually as CSV files), including all custom fields and segmentation data. Download email templates and document your automation workflows to recreate them.

Most platforms offer import tools that map your data fields correctly. Test thoroughly by sending campaigns to a small segment before full migration. Run platforms in parallel for 1-2 weeks to ensure everything works properly. Many providers like HubSpot offer migration assistance or onboarding support.

Don't forget to update subscription forms on your website and warm up your sender reputation gradually on the new platform.

6. What is the 80/20 rule in email marketing?

The 80/20 rule in email marketing suggests that 80% of your emails should provide value through educational content, helpful tips, entertainment, or resources, while only 20% should be promotional or sales-focused.

This approach builds trust and engagement with your audience rather than overwhelming them with constant sales pitches. Value-driven content keeps subscribers interested and reduces unsubscribe rates.

When you do send promotional emails, your audience is more receptive because you've established credibility. This ratio can be adjusted based on your industry and audience preferences, but the core principle remains: lead with value, not sales.

7. What is the 60/40 rule in email?

The 60/40 rule refers to the ideal text-to-image ratio in email design. Your email should consist of approximately 60% text and 40% images to maximize deliverability and engagement.

Emails that are too image-heavy often trigger spam filters, fail to display properly when images are blocked, and don't work well on all devices.

The text-dominant approach ensures your message gets through even if images don‘t load, improves accessibility for screen readers, and tends to perform better with email service providers’ filtering algorithms. This balance maintains visual appeal while prioritizing deliverability and readability.

8. How much is a 10,000 email list worth?

A 10,000-subscriber email list is typically worth $5,000 to $10,000 monthly in potential revenue, though actual value varies significantly by industry, engagement level, and monetization strategy.

The commonly cited estimate of $1 per subscriber per month means that a well-maintained 10,000-person list could generate $10,000 per month. However, value depends on factors like open rates (industry average 21-22%), click-through rates, purchase conversion rates, and average order value.

An engaged list in high-value industries, such as SaaS or finance, may generate significantly more revenue, while disengaged lists generate less. The key is list quality over quantity — 1,000 highly engaged subscribers often outperform 10,000 unengaged ones.

Choose the best email marketing service for you.

Email marketing services are platforms that help businesses send, automate, and track email campaigns. The best service for your business depends on your size, budget, and feature needs. Most leading platforms offer free plans, automation tools, and integrations with popular CRMs.

To choose the right one, compare pricing, essential features, and support options side-by-side.

For small businesses, look for easy setup and strong deliverability. For growing teams, prioritize automation and integration. HubSpot stands out for unified CRM integration and a free forever plan. Ready to get started? Compare top platforms and try a free plan today.

Editor's note: This post was originally published in April 2019 and has been updated for comprehensiveness.