Email marketing remains one of the most effective ways to reach customers and drive revenue, especially when you have the right tools. Conversion rates may seem modest at first glance (2.4% for B2B campaigns according to FirstPageSage's study), but email’s real power is its scalability and return on effort.

The tricky part is choosing a platform that fits your use case. Some tools excel at newsletters and ecommerce flows; others specialize in cold outreach and lead generation.

If your focus is cold email and outbound, Instantly stands out as the complete solution designed for businesses that want fast, scalable growth without risking their sender reputation.

Of course, it’s important to know your options and which tools best suit your use case and strategies. So, before we proceed with the list of the best email marketing tools, let’s look at the key features you’ll need to start strong.

What Features Do You Need In An Email Marketing Tool

Email marketing works in both B2B and B2C. Both need tools for the fundamentals: list health, segmentation, deliverability, and a strong value proposition. The must-have features depend on whether you primarily sell to the former or the latter.

Best Features of a B2B Email Marketing Tool

B2B emails perform best when your stack raises lead data quality, scores intent, automates follow-ups, and scales volume without hurting deliverability.

So, look for tools that:

• Enrich and verify contacts
• Surface buying signals
• Trigger next steps automatically
• Spread sending across domains and inboxes
• Sync with your CRM and deal stages
• Segment by account, role, and buying committee
• Control deliverability with warmup, throttling, and blocklists

Best Features of a B2C Email Marketing Tool

B2C email wins on timing, relevance, and branding. You need tools that personalize at the product level, move fast on behavior, and handle promos at scale. Look for tools that:

• Run cart and browse-abandonment flows
• Power dynamic recommendations from product feeds
• Manage coupons, promos, and expirations
• Optimize send time and frequency by user behavior
• Sync with SMS/push for coordinated launches
• Support A/B email tests and holdout groups
• Maintain deliverability at high consumer volume

7 Email Marketing Tools For Scalable Growth

Whether you sell to businesses or consumers, the right platform should actively contribute to your revenue growth rather than just send emails.

The seven tools below cover B2B needs, like CRM sync, lead scoring, multi-touch sequences, and B2C staples like cart recovery, product feeds, and promo automation.

Instantly: Best Full Stack Cold Email Marketing Tool 

G2 Rating: 4.8/5 ⭐ from 3,821 reviews

Instantly makes automated cold email simple to launch and safe to scale. Even your local pest control firm can use it and fill the calendar. That’s because Instantly was built with convenience, simplicity, and the fundamentals in mind. 

We also understand how quickly cold emails change. That’s why we ensure that we’re on top of the latest trends, deliverability best practices, and features that make the life of every cold email marketer easier.

The latest in our repertoire of tools is SEG (Secure Email Gateway) detection.  SEGs like Barracuda, Mimecast, Proofpoint, and Cisco protect many corporate inboxes and often quarantine or rate limit cold emails, hurting engagement.

Instantly is currently the only email marketing automation platform with native SEG detection and enrichment. It flags protected contacts on import and lets you filter or route them before sequences for cleaner lists, better placement, and more replies.

Beyond this, Instantly offers so many more features and tools, including but not limited to:

Key Features

• DFY email setup: Buy alternate domains and let Instantly handle the technical setups
• Automated personalization: Automate emails using lead data and custom {{variables}}
• Inbox placement tests: Find out if emails land in primary inboxes, promotions, or spam
• Deliverability monitoring: Blacklist monitoring, spam filters, and content insights
• Lead generation and CRM: Get verified leads and add them to a cold email CRM

Pricing

Instantly's pricing starts at $30/month if you get the annual plan ($37/mo for monthly). This gives you unlimited emails, warmups, and 5,000 emails. Once you’re ready to scale, you can upgrade to Hypergrowth for $77.6/month annually ($97/mo for monthly).

And if you’re serious about sending volume and deliverability, our Lightspeed plan has dedicated features like the SISR system to ensure high deliverability with every campaign. 

Instantly also offers SuperSearch, a lead finder, enrichment, and research tool if you need leads. The Instantly credits you get from SuperSearch can also be used for our AI Reply Agent and Instantly Copilot. You start at $42.3/month, including all filters and features. 

Mailer Lite

G2 Rating: 4.6/5 ⭐ from 1,075 reviews

MailerLite is a simple, SMB-friendly email marketing platform + website/landing page builder. It focuses on ease of use (drag-and-drop editor, intuitive subscriber management) with built-in sites, blogs, signup forms, and automations.

It’s an email marketing tool that works well with creators, small ecommerce shops, and SMBs that want an easy newsletter and automation tool.

That said, MailerLite isn't built for cold email marketing, but it’s one of the best tools for nurturing email subscribers and customers.

Key Features

• Drag-and-drop editor: Build newsletters fast with blocks and templates, or use a custom HTML editor.
• Automations & segmentation: Trigger multi-step workflows from behavior, fields, and tags.
• Landing pages & websites: Publish landing pages, pop-ups, simple sites, and blogs without extra tools.
• Ecommerce & promos: Integrate with stores, pull in products, run abandoned-cart flows, and track sales.
• A/B testing & reporting: Test subject lines/content and measure opens, clicks, and conversions.

Pricing

MailerLite has a Free plan for up to 500 subscribers and 12,000 emails/month. Paid plans start with Growing Business from $10/month and Advanced from $20/month, with pricing scaling by list size; Enterprise is available for larger databases and added support. 

Omnisend

G2 Rating: 4.6/5 ⭐ from 1,013 reviews

Omnisend is built for online stores that need email and SMS under one roof. It ships with ecommerce-native automations, product-aware editors, and plug-and-play integrations so you can launch fast, then scale campaigns without juggling tools. 

It offers users prebuilt workflows for cart recovery, welcome emails, and reactivation, all of which are tailored to the best eCommerce platforms like Shopify and WooCommerce. Staying true to its name, it also gives SMS and web push in the same flow. 

Key Features

• Ecommerce automations: Cart and browse abandonment, order confirmation, and post-purchase flows
• Email + SMS in one platform: Orchestrate both in a single workflow, with Pro plans including monthly SMS credits equal to plan price
• Segmentation by lifecycle and behavior: Target by purchase history, on-site actions, and engagement
• Forms, popups, and landing pages: Built-in capture tools with TCPA and GDPR compliance
• Omnichannel extras: Web push plus Facebook and Google retargeting sync

Pricing

Omnisend has a Free plan that reaches up to 250 contacts and 500 emails per month, including product reviews (up to 50). Standard starts around $16/month for 500 contacts with roughly 6,000 emails/month.

Pro starts around $59/month for 500 contacts, includes unlimited email sends, and monthly SMS credits equal to your plan price. SMS is pay-as-you-go. 

Kit (formerly ConvertKit)

G2 Rating: 4.4/5 ⭐ from 214 reviews

Kit (formerly ConvertKit) is the go-to choice for people who want to grow newsletter subscribers and reach. It’s been used by best-selling authors, actors, and creators across niches.

Put simply, Kit is a creator-first ESP built to grow and monetize newsletters with visual automations, landing pages, and a built-in recommendation network. 

Key Features

• Visual automations and sequences: Build unlimited workflows on paid plans with a drag-and-drop builder and templates. 
• Landing pages and forms: Launch high-converting pages and embeds without extra tools. 
• Creator Network and Recommendations: Get discovered by other newsletters, add recommendations to your own signup flow, and access paid recommendations on Creator plans. 
• Monetization built in: Run paid newsletters, sell digital products, and accept tips, with low platform fees. 
• Growth and analytics extras (Pro): Referral program via SparkLoop, deliverability reporting, advanced A/B testing, engagement scoring, and “edit links after send.”

Pricing

Kit pricing starts at $33/month (annual) for 1,000 subscribers on the Creator plan. Creator Pro starts at $66/month (annual) for 1,000 subscribers and adds advanced reporting, referral growth, engagement scoring, and richer testing.

There’s also a free Newsletter plan for up to 10,000 subscribers with basic automation and one sequence.

SendPulse

G2 Rating: 4.6/5 ⭐ from 695 reviews

SendPulse is a permission-based platform that brings email, SMS, web push, and chatbots (WhatsApp, Telegram, Instagram, Facebook) into one workspace. It also has a built-in CRM, site/landing-page builder, and pop-ups.

Sendpulse is designed for creators and SMBs that want to automate across channels without stitching together multiple tools. 

Key Features

• Automation 360 workflows: Visual, event-driven automations that can trigger from email, CRM, custom events, or dynamic segments—across channels. 
• Multichannel messaging in one place: Email, SMS, Viber, web push, and chatbots for WhatsApp/Telegram/Instagram/Facebook. 
• Built-in CRM & pipeline: Create deals, auto-move stages, and trigger messages from CRM updates. 
• Pages, sites, and capture: Landing pages, websites, pop-ups, surveys, NPS widgets, and live chat. 
• Email essentials: Segmentation, A/B testing, an email verifier, and generous free-tier send limits to get started. 

Pricing

SendPulse’s Free plan covers up to 500 subscribers and 15,000 emails/month for email campaigns. Paid email plans start around $10/month (exact pricing scales with list size).

Multichannel add-ons like chatbots and SMS are billed separately; the free tier includes up to 3 chatbots, and you can upgrade usage as needed.

Benchmark Email: Best for Multilingual, Feedback-Driven Campaigns

G2 Rating: 4.3/5 ⭐ from 112 reviews

Benchmark Email shines when you need to run campaigns in multiple languages and collect quick customer feedback without extra tools.

The platform's UI and support cover many languages, and surveys/polls are built in, making it handy for organizations running global newsletters, events, or product launches. 

Key Features

• Surveys & polls built in: Gather feedback directly from emails and landing pages. 
• Multilingual UI & support: Serve global audiences and teams across many languages.
• Drag-and-drop editor + AI assist: Build responsive emails and automate personalization.
• Automations & segmentation: Start with basics, expand workflows on Pro. 
• Landing pages & forms: Launch capture pages and pop-ups without extra software. 
• Ecommerce integrations: Pull products from Shopify/WooCommerce into emails.

Pricing

Benchmark has a Free plan for up to 500 contacts and 3,500 emails/month. The Pro plan starts at about $15/month for 500 contacts with 7,500 emails/month (pricing scales with list size). Enterprise offers custom quotes and added deliverability tools.

Constant Contact

G2 Rating: 4.2/5 ⭐ from 8,808 reviews

If you run events, Constant Contact keeps the whole loop in one place. You can publish a signup page, sell tickets, take payments, send reminders, check people in, and follow up with surveys without stitching apps together.

That's why chambers, charities, schools, and local orgs use it alongside newsletters, SMS, and social posting. 

Key Features

• End-to-end event marketing: Registration, ticketing, promo codes, capacity limits, reminders, and post-event follow-ups.
• Email and SMS together: Text-to-join, scheduled texts, and bundled SMS on higher tiers.
• Social and ads in one place: Plan posts and run paid campaigns from the same dashboard.
• Automation templates: Welcome series, re-sends to non-openers, and custom workflows on higher plans.
• Landing pages, forms, and surveys: Capture signups and gather feedback without extra tools.

Pricing

Constant Contact pricing starts at $12/month (Lite), $35/month (Standard), and $80/month (Premium). Plan price scales with your contact tier and monthly send limits.

Premium includes a monthly SMS credit bundle, while Lite and Standard can add SMS for a small fee. A 30-day free trial is available, with prepay discounts and additional savings for nonprofits.

Email Marketing Essentials: Tools For Scaling Sustainably

Automation, list size, and volume are secondary. Email deliverability comes first. Whatever tool you choose, make sure to include the following in your email marketing stack:

• Auth checks and alerts: SPF, DKIM, DMARC status with clear pass/fail and guidance.
• Bounce and complaint handling: Classify hard vs soft, process FBLs, and auto-suppress.
• Inbox placement testing: Seed tests for primary, promotions, and spam before scaling.
• Content and link checks: Spam trigger scan, URL reputation, and broken link detection.
• Reply detection and routing: Auto-stop on human replies and push to sales CRM/Slack.
• Compliance tooling: Double opt-in, consent records, GDPR/CCPA helpers.

Key Takeaways

Email is the best way to reach customers and prospects. If you want to automate at high volume while protecting deliverability, you need more than basic sending; you need the right stack and infrastructure.

Instantly is the best choice for cold email in one place. It allows you to find leads, automate personalization, and keep deliverability high without deep technical setup. Start your free Instantly trial.