$9 / month
Starter · from 5,000 emails/month
- Free plan: 300 emails/day with large contact storage
- CRM included at no extra cost
- Email, SMS, WhatsApp and chat on one platform
- EU headquarters (France)
Email marketing 2026Independent comparisonGDPR-aware
Email Marketing Tools 2026:
5 platforms compared – pricing, features, GDPR
We compare Brevo, ActiveCampaign, GetResponse, MailerLite and Kit with current prices, clear recommendations and a free quiz that finds your match in two minutes.
Advertising disclosure: This site contains affiliate links. If you sign up through our links we may earn a commission at no extra cost to you. Our rankings are editorially independent.
Short answer: What is the best email marketing tool in 2026?
Brevo is the best choice for most businesses: email, SMS and CRM in one platform, a usable free plan and an EU-based provider. Pick ActiveCampaign for advanced automation, GetResponse for webinars and funnels, MailerLite for the simplest start and Kit if you are a creator.
🕐 Last checked: · By Thomas Müller
🏆 Top picks · October 2026⭐ Our top pick
The best email marketing tools of 2026
$19 / month
Starter · 1,000 contacts ($15 billed annually)
- Most powerful automation builder in this comparison
- CRM with deals and pipelines (Plus and above)
- Lead scoring and predictive features on higher plans
- 900+ integrations
$19 / month
Starter · 1,000 contacts ($15.58 billed annually)
- Built-in webinar hosting (Creator plan)
- Visual conversion funnels
- AI email generator included
- 200+ templates
$10 / month
Growing Business · 500 subscribers ($9 billed annually)
- Very easy drag-and-drop editor
- Landing pages and websites included
- Low entry price (from $10/month)
- Unlimited emails on paid plans
$39 / month
Creator · 1,000 subscribers ($33 billed annually)
- Free plan for up to 10,000 subscribers
- Strong automations and sequences for creators
- Built-in tools to sell digital products
- Clean, creator-focused interface
The big comparison
All 5 newsletter tools compared
| Tool | Score | Free plan | From / month | Best for | Company seat | Link |
|---|---|---|---|---|---|---|
| Brevo Email, SMS & CRM in one platform | 4.4 | 300 emails/day | $9 | Small businesses, agencies, online shops | Paris, France (EU) | Details → |
| ActiveCampaign Advanced automation and CRM | 4.3 | 14-day trial | $19 | Growing teams, B2B, sales-driven businesses | Chicago, USA (EU data center available) | Details → |
| GetResponse Email, webinars and funnels in one | 4.2 | 500 contacts | $19 | Coaches, course creators, info-product sellers | Gdańsk, Poland (EU) | Details → |
| MailerLite Simple, affordable newsletters | 4.1 | 500 subscribers | $10 | Beginners, bloggers, small teams | Vilnius, Lithuania (EU) | Details → |
| Kit Email for creators (formerly ConvertKit) | 3.9 | 10,000 subscribers | $39 | Creators, bloggers, newsletter publishers, coaches | USA | Details → |
Editorial assessment on a 1 to 5 scale; the overall score is the average of the six criteria. Full ranking →
Pricing
Email marketing pricing compared (2026)
| Tool | Free plan | Entry price (monthly billing) | Pricing based on | Watch out for |
|---|---|---|---|---|
| Brevo | Free plan with 300 emails/day and large contact storage | $9/month | Emails sent per month | 300/day cap on free; logo removal is an add-on |
| ActiveCampaign | No free plan; 14-day free trial | $19/month | Number of contacts | No free plan; Starter limited to 5 actions per automation |
| GetResponse | Free plan up to 500 contacts and 2,500 emails/month; 30-day trial of paid features | $19/month | Number of contacts | Webinars only on Creator; branding on free plan |
| MailerLite | Free plan reported at 500 subscribers and 12,000 emails/month (verify current limits) | $10/month | Number of subscribers | Free plan was reduced in 2025; check current limits |
| Kit | Free Newsletter plan for up to 10,000 subscribers, with limited automation | $39/month | Number of subscribers | Paid plans rose in price and scale with subscribers |
Prices are list prices in US dollars at about 1,000 contacts or subscribers, as published by each vendor; taxes and local pricing may differ. Always confirm on the vendor's pricing page.
Features
Which tool offers which features?
| Tool | Free plan | Automation | CRM | Landing pages | SMS | Webinars |
|---|---|---|---|---|---|---|
| Brevo | Yes · 300 emails/day | Yes (full from Standard) | Yes · included | Yes | Yes · native | No |
| ActiveCampaign | No · 14-day trial | Yes · deepest | Yes (Plus and up) | Yes (Plus and up) | Add-on (Plus and up) | No (via integrations) |
| GetResponse | Yes · 500 contacts | Yes (full from Marketer) | Limited | Yes | No | Yes (Creator, 100 attendees) |
| MailerLite | Yes · limited | Yes · visual builder | No | Yes | No | No |
| Kit | Yes · 10,000 subscribers | Yes · visual + sequences | No (tags) | Yes | No | No |
GDPR & data protection
Newsletter tools and GDPR: where the provider sits
All five tools offer a data processing agreement (DPA). The practical difference is the provider's seat and where data may be transferred. EU-based providers keep the paperwork simple; US providers need a valid transfer mechanism. This is general information, not legal advice.
| Tool | Company seat | Provider type | Notes |
|---|---|---|---|
| Brevo | Paris, France (EU) | EU provider | DPA online; headquartered in France. |
| ActiveCampaign | Chicago, USA (EU data center available) | US provider · EU hosting option | DPA and EU-US Data Privacy Framework; EU data center for eligible customers since Feb 2024 (phased). |
| GetResponse | Gdańsk, Poland (EU) | EU provider | DPA available; headquartered in Poland. |
| MailerLite | Vilnius, Lithuania (EU) | EU provider | DPA available; headquartered in Lithuania. |
| Kit | USA | US provider | DPA available; transfers to the US need a valid mechanism (SCC/DPF). |
Mailchimp
Mailchimp alternatives: which tool to switch to?
Teams leave Mailchimp mostly because of price increases, limits on the free plan or a wish for an EU-based provider. Switching is straightforward: export your audience as CSV, import it into the new tool and rebuild your templates (about 1 to 2 hours).
- Brevo: closest all-rounder, with CRM and SMS, EU-based
- MailerLite: simplest interface, low price
- Kit: best for creators and paid newsletters
- GetResponse: webinars and funnels on top of email
- ActiveCampaign: when you need advanced automation
Verdict
Which email marketing tool is right for you?
Short answer: for most businesses, start with Brevo. If automation and CRM drive revenue, choose ActiveCampaign. If you sell through webinars and funnels, choose GetResponse. If you want the simplest newsletter tool, choose MailerLite. If you are a creator monetizing an audience, choose Kit.
Frequently asked questions
FAQ: email marketing tools in 2026
🏆 Recommendations
What is the best email marketing tool in 2026?
Brevo is our top pick for most businesses: a free plan, CRM, SMS and email in one platform, and an EU-based provider. For deep automation choose ActiveCampaign, for webinars and funnels GetResponse, for the simplest start MailerLite, and for creators Kit.
What is the best Mailchimp alternative?
Brevo and MailerLite are the most common switches: cheaper, simpler and EU-based. Kit suits creators, GetResponse suits webinar sellers and ActiveCampaign suits automation-heavy teams. See Mailchimp alternatives.
Which newsletter tool is best for beginners?
MailerLite has the simplest editor and the gentlest learning curve. Brevo is also beginner-friendly and has a free plan.
Which tool is best for marketing automation?
ActiveCampaign: branching workflows, lead scoring, CRM and 900+ integrations. For medium needs, Brevo or GetResponse are enough.
What is the best tool for coaches and course creators?
GetResponse if you run webinars and funnels; Kit if you sell digital products to an audience and want a large free plan.
💰 Pricing
How much does email marketing software cost?
You can start free with Brevo, GetResponse, MailerLite or Kit. Paid plans start around $9 to $19 per month for small lists; advanced automation platforms like ActiveCampaign start at $15 to $19 and rise with your contact count.
Which tools have a free plan?
Brevo (300 emails/day), GetResponse (500 contacts), MailerLite (reported 500 subscribers) and Kit (up to 10,000 subscribers). ActiveCampaign only offers a 14-day trial.
Is pricing based on contacts or emails sent?
Brevo charges mainly by emails sent per month. ActiveCampaign, GetResponse, MailerLite and Kit charge by number of contacts or subscribers. Large lists you rarely email are cheaper on Brevo; frequent senders with small lists are cheaper on contact-based tools.
Is annual billing cheaper?
Yes, typically by 10 to 20 percent. Examples: ActiveCampaign Starter $19 vs $15, GetResponse Starter $19 vs $15.58, Kit Creator $39 vs $33. Tip: test monthly first, then switch to annual.
🛡️ GDPR & data protection
Which of these newsletter tools are GDPR-compliant?
All five provide a data processing agreement (DPA). Brevo (France), MailerLite (Lithuania) and GetResponse (Poland) are EU companies. ActiveCampaign and Kit are US companies; ActiveCampaign offers an EU data center to eligible customers. Compliance also depends on how you use the tool (consent, double opt-in, records). This is not legal advice.
Do I need a data processing agreement (DPA)?
Yes. Under Article 28 GDPR you need a DPA with any provider that processes personal data for you. All five tools offer one, usually as an online acceptance.
What is double opt-in?
New subscribers confirm their signup by clicking a link in an email. It documents consent, improves list quality and is the de facto standard in Germany. All five tools support it.
Do any of these tools host data in Germany?
None of the five is marketed as Germany-only hosting. If you need German data centers, look at German providers such as rapidmail or CleverReach, which are outside the scope of this comparison.
⚡ Features
What is marketing automation?
Marketing automation sends emails automatically based on triggers such as a signup, a purchase or a click: welcome series, abandoned cart reminders, follow-ups. ActiveCampaign is the most powerful; Brevo, GetResponse, MailerLite and Kit cover typical needs.
Which tools have a landing page builder?
All five: Brevo, GetResponse, MailerLite and Kit (including on free plans in most cases), and ActiveCampaign from the Plus plan.
Which tools support SMS marketing?
Brevo offers native SMS; ActiveCampaign offers SMS as an add-on on Plus and above. GetResponse, MailerLite and Kit do not focus on SMS.
What is the difference between an email tool and a CRM?
An email tool sends newsletters and automations. A CRM manages customer relationships and sales pipelines. Brevo and ActiveCampaign combine both; MailerLite and Kit are email-first tools.
Can I switch from Mailchimp?
Yes. Export your audience as CSV and import it. Templates must be rebuilt (about 1 to 2 hours). See Mailchimp alternatives or use the Tool Finder.