G2 Icons Recommend 6 Greatest Electronic mail Advertising and marketing Platforms They Use

After I want the actual scoop on advertising and marketing tech, I skip shiny vendor decks and ask the folks knee‑deep in campaigns, aka G2 tremendous customers and icons.

These are the practitioners who’ve despatched hundreds of campaigns, constructed advanced workflows, and examined each characteristic toggle firsthand. So I did what any curious marketer would do: I pinged a dozen G2 icons and posed a single query: Which of the greatest e-mail advertising and marketing platforms are nonetheless incomes their preserve in 2025, and what makes them indispensable?

Their replies have been sincere, particular, and refreshingly tactical. Positive, a couple of family names got here up (no shock there), however they additionally gave props to lesser-known platforms that fly underneath the radar in most “Prime 10” lists.

I’ve compiled their on‑the‑floor suggestions with the most recent G2 rankings so you’ll be able to weigh tried‑and‑true giants in opposition to their contenders and decide the fitting match.

Prepared to fulfill the six instruments that made the minimize? Let’s dive in.

What’s the greatest e-mail advertising and marketing software program in 2025?

1. HubSpot: All‑in‑one CRM and advertising and marketing suite with limitless branching workflows
2. Mailchimp: Funds‑pleasant drag‑and‑drop builder with 300+ native integrations
3. Smartlead: Company‑grade chilly‑e-mail software that auto‑rotates sender IPs for high deliverability
4. MailerLite: Streamlined UI and reside‑chat help that may even construct emails for you
5. Keap: Solo‑pleasant CRM with constructed‑in e-mail, SMS, invoicing, and e‑commerce automations
6. Fixed Contact: 400+ plug‑and‑play templates and an occasion RSVP toolkit for non‑designers

This piece follows up on my dialog with G2 icons about their tried-and-tested advertising and marketing automation instruments, which additionally tapped into the firsthand perception of energy customers. This time, I turned the lens on e-mail advertising and marketing, with G2 Icons revealing which platforms they really depend on and why.

The six instruments beneath signify the mixed expertise of tons of of campaigns throughout industries and group sizes. And each single decide is backed by suggestions from G2 icons.

1. Hubspot

• G2 ranking: 4.4⭐ (primarily based on 12,400+ critiques)
• Greatest for: B2B groups that need gross sales and advertising and marketing knowledge in a single pane and have time to grasp superior workflows.

HubSpot Advertising and marketing Hub isn’t only a favourite; it’s the spine of marketing campaign technique for a lot of G2 Icons. Whether or not managing ABM campaigns, planning newsletters primarily based on habits triggers, or scoring leads with surgical precision, G2 tremendous customers persistently named HubSpot’s automation depth and reporting management as key causes it earns its place of their stack 12 months after 12 months.

What stood out:

• Branching workflows with room to develop. From behavior-triggered emails to dynamic onboarding, HubSpot’s automation builder is its largest asset. Scott Williams, G2 icon and Advertising and marketing Automation Specialist, highlights how he builds workflows that use department checks and checklist logic to information leads down the fitting path.
• Single‑pane analytics. Icons appreciated how HubSpot aggregates e-mail efficiency, pipeline metrics, and attribution in a single view; there isn’t a extra stitching reviews in spreadsheets.
• Constructed‑in deliverability guardrails. In response to Alex, HubSpot is “aggressive on deliverability,” robotically filtering out low-engagement contacts to protect sender status. A number of G2 icons echoed this, citing fewer bounces and stronger inbox placement.
• Reliable knowledge and clear dashboards: Whereas some Icons talked about that superior reporting requires configuration, the core analytics: opens, clicks, and conversions, are dependable and accessible. Purnima Rathore, G2 icon and Advertising and marketing Supervisor, mentioned she makes use of the information to refine outreach.

What could be improved:

• Third-party integration requires handbook steps: Whereas Ankita praised HubSpot’s vast integration help, organising and customizing sure third-party connections could require upfront configuration, particularly when aligning discipline mapping throughout programs.
• Superior analytics not intuitive: Whereas most Icons praised HubSpot’s reporting options, Alex famous that constructing attribution fashions or exploring engagement developments over time could require deeper setup.
• Value scaling: When you scale past a sure contact threshold or characteristic set, the associated fee can soar considerably. Whereas not a dealbreaker for the G2 icons interviewed, this may occasionally matter for leaner groups.

2. Mailchimp

• G2 ranking: 4.3⭐ (primarily based on 12,700+ critiques)
• Greatest for: Small and midsize groups wanting slick design velocity, and a beneficiant free tier earlier than diving into deeper automation.

Intuit Mailchimp Electronic mail Advertising and marketing is an all‑in‑one platform greatest recognized for its drag‑and‑drop e-mail builder, 300+ integrations, and journey builder, which scales from one‑off newsletters to omnichannel automation. Mailchimp continues to be a go-to e-mail advertising and marketing resolution for G2 tremendous customers preferring a mixture of velocity and ease. 

What stood out:

• Automation with out the overwhelm. Whereas Mailchimp doesn’t provide the multi-branch complexity of some enterprise instruments, Marinos praised its breadth of automations. For his nonprofit shoppers, he makes use of pre-built automations for publication scheduling, follow-ups, and content material sequence that require minimal ongoing administration.
• Person-friendly by design. G2 icons agree that Mailchimp is simple sufficient at hand off to shoppers or junior teammates, which is very worthwhile for companies or consultants coaching others. The drag-and-drop builder and clear navigation cut back friction for day-to-day work.
• Simplified analytics. Mailchimp’s reviews floor key metrics like open charges, click-throughs, unsubscribes, and hyperlink efficiency on one display. G2 icons famous how simple it’s to entry high-level efficiency knowledge and drill down into particular person e-mail stats.
• Plug-and-play integrations. “Each integration I’ve created works nice,” Marinos mentioned of pairing Mailchimp with third-party platforms. Whether or not you’re syncing a CRM, connecting webinar instruments, or integrating fee processors, the setup is designed to be fast and painless.

What could be improved:

• Restricted customization for superior customers. Mailchimp’s automation builder works properly for linear sequences, however it could’t match the branching workflows of platforms like HubSpot or Keap. For superior journey mapping, energy customers could ultimately outgrow it.
  
• Segmentation dangers with out construction. Sheeba’s give attention to personalized outreach highlights the significance of tagging and segmentation, however with out strict hygiene, customers threat duplicate sends or mixed-up audiences. Mailchimp’s viewers administration is highly effective, however it requires considerate planning.
• Fewer CRM-native options. Mailchimp contains CRM-like performance, however deeper integrations require third-party instruments or workaround setups.

3. Smartlead

• G2 ranking: 4.6⭐ (primarily based on 200+ critiques)
• Greatest for: Outbound groups managing deliverability throughout a number of domains.

In case your e-mail technique is extra about chilly outreach than advertising and marketing blasts, Smartlead could be the best-kept secret in your toolkit. Whereas it skips the shiny design of conventional e-mail builders, it delivers unmatched management over deliverability and inbox status—a should for companies and outbound groups.

For Jimmy Rešetar, G2 Icon and Founding father of a multi-client company, Smartlead has develop into the platform of alternative for managing a number of outbound accounts with out compromising sender well being.

What stood out:

• Customized automation and webhook help. Smartlead’s energy lies in its open structure. Jimmy praised how its API and webhooks permit him to fine-tune campaigns, set off sends primarily based on exterior actions, and even run routing logic with out counting on a CRM’s automation builder. 
• Designed for high-volume outbound. Smartlead is lean, centered, and meant for professionals operating chilly outreach. Jimmy Rešetar makes use of it to handle a number of domains and inboxes throughout a portfolio of shoppers, and the flexibility to separate manufacturers whereas nonetheless having unified oversight makes it a fantastic match for companies.
• Inbox efficiency options. Deliverability is a core worth prop. Instruments like inbox rotation, warm-up sequences, and blacklist monitoring assist guarantee emails keep away from spam filters, even at scale.
• Nice admin expertise. Admins managing a number of shoppers or product strains can create separate inboxes, monitor area efficiency, and monitor sender well being, with out cross-contamination between manufacturers or groups.

What could be improved:

• Not for visible campaigns. Smartlead lacks a drag-and-drop e-mail builder, making it a poor match for manufacturers sending promotional newsletters or closely branded messages.

• Technical setup required. Jimmy acknowledged that whereas getting began is simple, unlocking the complete potential of Smartlead, particularly its integrations,  requires a little bit of technical fluency.
  

• No built-in CRM or kind builder. Smartlead assumes you have already got lead administration software program and focuses solely on outbound execution.

4. Mailer Lite

• G2 ranking: 4.6⭐(primarily based on 1000+ critiques)
• Greatest for: Solo creators and small enterprise house owners who need clear design and ease with out sacrificing key options.

MailerLite proves that you simply don’t want an enterprise finances or a full-time advertising and marketing group to run fantastically branded, constant e-mail campaigns. For solo operators like Leigh Matthews, a G2 Icon and the founding father of Remedy in Barcelona, the platform hits a uncommon steadiness between approachability and professionalism.

What stood out:

• Constructed for learners who need to launch rapidly. MailerLite helps customers ship polished campaigns in minutes. With its drag-and-drop editor and prebuilt templates, no technical setup is required, making it a go-to for solo professionals.
• Easy, centered UX. MailerLite’s UI is stripped down in the easiest way. Leigh emphasised how intuitive it’s, even for professionals with no formal background in advertising and marketing. This makes it particularly worthwhile for small service-based companies that may’t afford to spend hours studying advanced software program.
  
• Nice for e-mail newsletters. A number of respondents used MailerLite primarily for sending constant publication updates, monitoring open charges, and constructing light-weight automation for follow-ups.
• Elegant, polished outcomes with out design expertise. With prebuilt templates and a light-weight drag-and-drop editor, MailerLite lets customers ship on-brand emails in minutes. It’s very best for newsletters and appointment follow-ups the place readability, consistency, and accessibility matter greater than flashy artistic.

What could be improved:

• Restricted integrations. In comparison with platforms like HubSpot or Mailchimp, MailerLite helps fewer out-of-the-box integrations with third-party CRMs or webinar instruments.
• Primary automation builder. When you can create sequences, MailerLite lacks the complexity and branching logic seen in additional superior instruments.
• Function lock-in by tier. Some helpful options, like superior segmentation or A/B testing, are solely obtainable on paid tiers, which can shock free plan customers.

5. Keap

• G2 ranking: 4.2⭐(primarily based on 1,500+ critiques)
• Greatest for: Service companies and solopreneurs that need an all-in-one gross sales and advertising and marketing automation suite.

Should you’ve ever tried operating a small enterprise with a patchwork of disconnected instruments, you’ll perceive the enchantment of Keap. Constructed from the bottom as much as serve unbiased consultants and digital entrepreneurs, Keap eliminates software chaos by folding e-mail advertising and marketing right into a broader enterprise automation engine.

That’s precisely why Nancy Seeger, G2 Icon and CEO of a digital company, selected Keap to energy her operations.

What stood out:

• Automation on the core. Nancy emphasised that “all the system is constructed for automation.” From welcome sequences to guide scoring, contact tagging, and activity creation, Keap lets customers construct a {custom} logic system that displays their shopper lifecycle.
  
• Built-in CRM that simplifies segmentation. With strong contact data and built-in tagging, Keap permits granular segmentation with out having to bolt on third-party CRM software program. Nancy makes use of this to automate nurture sequences primarily based on behavioral knowledge, like clicks or website visits.
• Palms-off deliverability. Keap contains built-in area well being monitoring and bounce controls to scale back the necessity for exterior instruments like GlockApps or MailMonitor.
• Nice for digital provides and programs. Enterprise house owners operating teaching, on-line courses, or recurring provides have been capable of automate complete onboarding and upsell sequences with little ongoing enter.

What could be improved:

• Studying curve for superior options. Nancy acknowledged that whereas the interface is accessible, constructing extra advanced automations and workflows takes time to be taught, particularly for customers who aren’t conversant in flowchart logic or conditional branching.
• Reporting feels outdated. Whereas Keap does provide marketing campaign and contact-level reporting, Nancy famous that this space may use refinement. The analytics provide the fundamentals (opens, clicks, supply charge), however multi-touch attribution or visible dashboards nonetheless really feel clunky.
• Not designed for big groups. Keap shines in solo or small-team environments. It’s much less very best for firms that require superior permissions, massive advertising and marketing groups, or multi-department collaboration.

6. Fixed Contact

• G2 ranking: 4.1⭐ (primarily based on 6600+ critiques)
• Greatest for: Native companies and nonprofits that need dependable e-mail advertising and marketing and not using a steep studying curve.

Whereas some e-mail platforms chase complexity and omnichannel dominance, Fixed Contact stays grounded in reliability, ease of use, and sensible reporting. It’s a software that favors small groups trying to launch newsletters, occasion invitations, and promotions rapidly and get measurable outcomes with out heavy configuration.

That’s why Rahul Agarwal, G2 Icon and Digital Advertising and marketing Supervisor, continues to depend on it throughout a number of campaigns.

What stood out:

• Easy setup. Rahul emphasised how simple the platform is to be taught, particularly for junior group members or these new to e-mail advertising and marketing. Its drag-and-drop e-mail editor and clear dashboard make onboarding easy, and there’s no want for coding or technical experience to launch a marketing campaign.
• Good reporting for necessities. Whereas Fixed Contact doesn’t provide deep advertising and marketing automation, it does embrace segmentation instruments and reviews which can be “sufficient for many small groups,” in response to Rahul. He’s capable of analyze opens, clicks, unsubscribes, and checklist habits with out counting on exterior instruments.
• Trusted for recurring outreach. Fixed Contact’s templated method is very well-suited for organizations that ship common newsletters, occasion invitations, and content material roundups. Rahul makes use of it to remain in contact with audiences by way of a number of touchpoints, all from one dashboard.
• Dependable for fundamental campaigns. Whereas it could not have the automation depth of instruments like Keap or HubSpot, it’s a stable alternative for easy e-mail blasts, form-based checklist constructing, and bulletins.

What could be improved:

• Restricted automation options. Fixed Contact lacks behavioral workflows, dynamic branching, or conditional triggers. In case your technique contains lead scoring or advanced drip journeys, this seemingly isn’t your platform.
  
• Design customization is fundamental. Whereas templates are simple to make use of, they’re additionally considerably inflexible. Organizations on the lookout for extremely custom-branded or coded emails could really feel restricted by the editor’s limits.
  
• Not very best for scaling. Rahul’s use case highlights the software’s candy spot: regular, repeatable communication for small to mid-size groups. However as companies develop into multi-channel campaigns or begin demanding extra built-in CRM capabilities, they might ultimately outgrow what Fixed Contact provides.

Signed, sealed, and delivered

Whether or not you’re on the lookout for intuitive instruments that simplify e-mail creation, platforms that combine seamlessly together with your CRM, or options that prioritize deliverability and efficiency, there’s one thing right here for each use case.

Some platforms are perfect for solo creators and small companies who want fast setup and clear design. Others stand out for his or her automation depth, serving to groups construct advanced workflows that drive long-term engagement. Outbound-focused instruments provide exact deliverability controls, whereas all-in-one programs assist centralize advertising and marketing efforts in a single interface.

Every suggestion on this checklist comes from professionals who use these platforms each day. Their insights present how the fitting e-mail advertising and marketing software doesn’t simply ship campaigns; it powers all the buyer journey.

Should you’ve used any of those instruments or have one other favourite, think about sharing your expertise by leaving a evaluation on G2. Your suggestions helps our group develop and make higher selections.