I still remember the first time I hit “Send” on an email campaign.
It was for a small weekend sale I’d thrown together for my little handmade shop. I’d spent hours designing the email, overthinking the subject line (of course), and triple-checking every link. When it finally went out, I waited like I was watching water boil… refreshing the stats every 10 minutes to see if anyone actually opened it.
Spoiler: 9 people did. Two clicked. One bought something. I was thrilled.
That’s when email marketing finally clicked for me. It actually works, even when you’re small and scrappy and figuring it out as you go.
Over the past couple of years, I’ve tried a handful of email marketing tools. Some were great. Others made me want to throw my laptop. So if you’re a small business owner drowning in tabs, wondering which email tool won’t make your life harder, here’s my honest take.
Mailchimp: The Gateway Drug to Email Marketing
Let’s be real. Mailchimp is where a lot of us start.
It’s everywhere, and for good reason. It’s got a free plan, decent templates, and a funky little monkey mascot that weirdly made me feel less alone the first time I used it.
But here’s the thing. After the initial ease, I started bumping into some roadblocks.
The dashboard isn’t the most intuitive. I’d lose track of where my automations lived or how to edit a segment without clicking through 10 menus. And once I hit the free plan limit? Ohhh the upsell pressure. Felt like walking into a store for free samples and getting guilt-tripped into buying a full-blown buffet.
Still, it did help me get started. And my first welcome series? Actually converted a few people. That was a win in my book.
👍 Good if you’re just getting your feet wet
👎 Less great once you start growing
Brevo (formerly Sendinblue): Surprisingly Underrated
I’ll admit, I wasn’t expecting much from Brevo. When I used it, it was still called Sendinblue. But wow… pleasant surprise alert.
Their free plan includes automation, which Mailchimp doesn’t unless you pay. And once I figured out their “workflow” builder (took me a hot minute), I was able to set up a cart abandonment email for my digital products without crying.
That said, the email design tool feels a bit clunky. I kept dragging elements around only for them to snap into weird places. Also, Brevo’s idea of “simple analytics” felt more like reading tax documents. Definitely not built for the faint of heart.
But here’s a surprise benefit. Their SMS marketing options are pretty slick. I haven’t used them a ton, but it’s cool to know they’re there.
👍 Solid option if you want automation without paying right away
🤯 Prepare for a small learning curve
ConvertKit: Clean, Focused, and Made for Creators
I moved to ConvertKit during a phase when I thought I’d become a full-time blogger. (Spoiler: I did not.) But ConvertKit felt like a breath of fresh air after Mailchimp.
The interface is clean. Like, actually pleasant to look at. Setting up a welcome sequence? Super easy. And tagging subscribers based on clicks or interests? Loved it. It made me feel like I finally understood segmentation without needing a PhD.
That said, ConvertKit isn’t trying to be fancy. There are fewer flashy templates, and if you’re not into writing plain-ish emails, it might feel a little too minimal. Also, the free plan is limited. You can build a list, sure, but automations are locked behind the paywall.
👍 Great if you’re a blogger, coach, or digital creator
😬 Not ideal if you’re obsessed with fancy design
MailerLite: The Hidden Gem (with a Catch)
So… MailerLite? Totally underrated. I almost skipped it because of the name (sounds like diet software?), but I’m glad I didn’t.
Setting up my first campaign was shockingly smooth. The drag-and-drop editor is intuitive, they’ve got automation on the free plan (yay!), and the reporting is just enough. Simple without being too shallow.
Now, the catch. Getting approved. MailerLite has this weird manual review step when you sign up. I actually got rejected the first time because my website didn’t have a “privacy policy.” (Cue me rage-Googling “how to write a privacy policy for your Etsy store.”)
Once I got in, though, it was solid. If you’re looking for something lightweight and no-nonsense, it’s worth a shot.
👍 Feels like what Mailchimp used to be
😤 Approval process might test your patience
So… Which One’s Actually the Best?
Honestly? It depends on what kind of small biz you’re running and how much tech stress you’re willing to deal with.
If you’re just dipping your toes in, Mailchimp is a friendly (if slightly pushy) starter.
Want to set up automations without paying upfront? Brevo or MailerLite are your friends.
Creating content or building a digital audience? ConvertKit is chef’s kiss.
And me? I’m currently juggling ConvertKit for my blog newsletter and MailerLite for my shop. I still haven’t found the one, and let’s face it, email marketing is kind of like dating. You try a few tools, deal with some baggage, and maybe, just maybe, you find one that makes your life easier.
Final Thoughts (From Someone Still Figuring It Out)
If there’s one thing I’ve learned, it’s this. Don’t wait until your list is “big enough.” Start now. Even if it’s 15 people. Even if your first email has typos (been there). Even if you forget to send anything for three months straight. (Also been there.)
The tools are just that. Tools. What really matters is building a connection with the folks who’ve trusted you with their email.
So yeah, I’m still learning. Still tweaking subject lines. Still not sure what a “trigger-based workflow” actually does. But these tools helped me get started. And maybe they’ll help you too. Got questions or your own favorite tool? Drop it in the comments. I’m always curious what’s working for other small biz folks.
