Our Top Pick
ActiveCampaign
Start free — no credit card required for most plans
Why Marketing Agencies Need the Right Tool
Email marketing agencies have unique platform requirements: they need to manage multiple client accounts without constantly switching logins, maintain separate billing and branding per client, and generate white-label reports they can send directly to clients. Most email marketing tools are built for a single business — a handful are genuinely built for agencies.
In this guide, we've evaluated the top options based on features that matter specifically for marketing agencies: ease of setup, pricing at small-team scale, integrations with the tools you already use, and — most importantly — whether the tool actually gets used after the first month. These are not generic recommendations. Each pick is chosen because it solves the specific problems marketing agencies face.
The real problem to solve
Agencies managing email for multiple clients are constantly logging in and out of accounts and struggling to maintain brand consistency.
Top 5 Tools — At a Glance
| Feature | ActiveCampaign | Mailchimp | MailerLite | Klaviyo | Brevo |
|---|---|---|---|---|---|
| Rating | ★ 4.5/5 | ★ 4.3/5 | ★ 4.6/5 | ★ 4.6/5 | ★ 4.4/5 |
| Starting Price | From $15/mo (up to 1,000 contacts) | Free up to 500 contacts (paid from $13/mo) | Free up to 1,000 subscribers (paid from $9/mo) | Free up to 500 contacts (paid from $20/mo) | Free up to 300 emails/day (paid from $25/mo) |
| Free Plan | ✗ No | ✓ Yes | ✓ Yes | ✓ Yes | ✓ Yes |
| Best For | Businesses that want the most powerful email automation without enterprise pricing | Small businesses and beginners starting their email list | Bloggers, creators, and small businesses who want great design at low cost | E-commerce businesses on Shopify, WooCommerce, or Magento | Small businesses and nonprofits that want email + SMS marketing with a generous free tier |
| Free Trial | Try ActiveCampaign Free | Visit site → | Visit site → | Visit site → | Visit site → |
In-Depth Reviews
Here's what you need to know about each option before starting a trial.
ActiveCampaign
Top PickEmail & marketing automation that works
4.5/5
10,100 reviews
Pricing
From $15/mo (up to 1,000 contacts)
Best For
Businesses that want the most powerful email automation without enterprise pricing
Ideal For
Pros
- ✓Best-in-class automation builder
- ✓Built-in CRM with pipeline management
- ✓Excellent deliverability
- ✓Advanced segmentation and tagging
- ✓Predictive sending and AI features
Cons
- ✗No free plan (14-day trial)
- ✗Can be overwhelming for beginners
- ✗Price increases significantly as list grows
Mailchimp
Email marketing for everyone
4.3/5
16,800 reviews
Pricing
Free up to 500 contacts (paid from $13/mo)
✓ Free plan availableBest For
Small businesses and beginners starting their email list
Ideal For
Pros
- ✓Best free plan for beginners (500 contacts)
- ✓Very easy to use
- ✓Huge template library
- ✓Good integration with e-commerce platforms
- ✓Brand recognition and trust
Cons
- ✗Automation is basic compared to ActiveCampaign
- ✗Pricing gets expensive as list grows
- ✗Customer support limited on free plan
MailerLite
Simple email marketing that gets results
4.6/5
6,100 reviews
Pricing
Free up to 1,000 subscribers (paid from $9/mo)
✓ Free plan availableBest For
Bloggers, creators, and small businesses who want great design at low cost
Ideal For
Pros
- ✓Best free plan in the category (1,000 subscribers)
- ✓Beautiful templates and drag-and-drop editor
- ✓Solid automation features
- ✓Landing page builder included
- ✓Excellent price-to-value ratio
Cons
- ✗Automation less powerful than ActiveCampaign
- ✗CRM features are minimal
- ✗Less suitable for complex B2B sequences
Klaviyo
Email and SMS marketing for e-commerce
4.6/5
8,700 reviews
Pricing
Free up to 500 contacts (paid from $20/mo)
✓ Free plan availableBest For
E-commerce businesses on Shopify, WooCommerce, or Magento
Ideal For
Pros
- ✓Best e-commerce email platform available
- ✓Deep Shopify integration (order data, browse behavior, etc.)
- ✓Excellent pre-built flows (abandoned cart, welcome series)
- ✓Powerful segmentation based on purchase history
- ✓SMS marketing included
Cons
- ✗Expensive at scale compared to alternatives
- ✗Primarily built for e-commerce — B2B use is awkward
- ✗Learning curve for advanced flows
Brevo
Email, SMS, and WhatsApp marketing platform
4.4/5
5,400 reviews
Pricing
Free up to 300 emails/day (paid from $25/mo)
✓ Free plan availableBest For
Small businesses and nonprofits that want email + SMS marketing with a generous free tier
Ideal For
Pros
- ✓Generous free plan — 300 emails/day, unlimited contacts
- ✓Built-in SMS and WhatsApp marketing
- ✓Good automation builder
- ✓Transactional email included
- ✓Competitive pricing at every tier
Cons
- ✗Brevo branding on free plan emails
- ✗Automation less sophisticated than ActiveCampaign
- ✗Template library smaller than Mailchimp
How to Choose the Right Tool for Marketing Agencies
Before you start a free trial, answer these three questions honestly:
- Who will actually use this every day? The best tool is the one your team uses consistently — not the one with the most features. If you're a solo operator, complexity is your enemy. If you have a team of 10+, look for tools with strong onboarding and admin controls.
- What does your workflow look like today? The tools that see the highest adoption are ones that fit into existing workflows rather than requiring a complete process overhaul. Look for tools that integrate with software you already use.
- What's your 12-month budget? Most tools start cheap and scale with usage. Run the numbers on what you'll pay at 6 months and 12 months — not just the entry price. Factor in user seats and any add-ons you'll need.
Our recommendation for most marketing agencies: start with ActiveCampaign. Businesses that want the most powerful email automation without enterprise pricing
Ready to get started?
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Most plans include a free trial or free tier — no credit card required. Set up takes less than 10 minutes.
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