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

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

These are the practitioners who’ve despatched hundreds of campaigns, constructed complicated workflows, and examined each function 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 finest electronic 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. Certain, just a few family names got here up (no shock there), however they additionally gave props to lesser-known platforms that fly below the radar in most “Prime 10” lists.

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

Prepared to satisfy the six instruments that made the lower? Let’s dive in.

What’s the finest electronic 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: Price range‑pleasant drag‑and‑drop builder with 300+ native integrations
3. Smartlead: Company‑grade chilly‑electronic mail instrument that auto‑rotates sender IPs for prime deliverability
4. MailerLite: Streamlined UI and stay‑chat assist that may even construct emails for you
5. Keap: Solo‑pleasant CRM with constructed‑in electronic 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 electronic mail advertising and marketing, with G2 Icons revealing which platforms they really depend on and why.

The six instruments under characterize the mixed expertise of a whole bunch of campaigns throughout industries and crew sizes. And each single decide is backed by suggestions from G2 icons.

1. Hubspot

• G2 score: 4.4⭐ (primarily based on 12,400+ opinions)
• Greatest for: B2B groups that need gross sales and advertising and marketing information 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 constantly named HubSpot’s automation depth and reporting management as key causes it earns its place of their stack yr after yr.

What stood out:

• Branching workflows with room to develop. From behavior-triggered emails to dynamic onboarding, HubSpot’s automation builder is its greatest asset. Scott Williams, G2 icon and Advertising and marketing Automation Specialist, highlights how he builds workflows that use department checks and record logic to information leads down the correct path.
• Single‑pane analytics. Icons appreciated how HubSpot aggregates electronic mail efficiency, pipeline metrics, and attribution in a single view; there isn’t a extra stitching studies in spreadsheets.
• Constructed‑in deliverability guardrails. In accordance with Alex, HubSpot is “aggressive on deliverability,” routinely filtering out low-engagement contacts to protect sender popularity. A number of G2 icons echoed this, citing fewer bounces and stronger inbox placement.
• Reliable information 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, stated she makes use of the info to refine outreach.

What could be improved:

• Third-party integration requires handbook steps: Whereas Ankita praised HubSpot’s huge integration assist, establishing and customizing sure third-party connections could require upfront configuration, particularly when aligning discipline mapping throughout methods.
• Superior analytics not intuitive: Whereas most Icons praised HubSpot’s reporting options, Alex famous that constructing attribution fashions or exploring engagement tendencies over time could require deeper setup.
• Value scaling: When you scale past a sure contact threshold or function set, the price can leap considerably. Whereas not a dealbreaker for the G2 icons interviewed, this will matter for leaner groups.

2. Mailchimp

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

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

What stood out:

• Automation with out the overwhelm. Whereas Mailchimp doesn’t supply 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 e-newsletter scheduling, follow-ups, and content material sequence that require minimal ongoing administration.
• Person-friendly by design. G2 icons agree that Mailchimp is straightforward sufficient handy off to shoppers or junior teammates, which is very useful 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 studies floor key metrics like open charges, click-throughs, unsubscribes, and hyperlink efficiency on one display screen. G2 icons famous how simple it’s to entry high-level efficiency information and drill down into particular person electronic mail stats.
• Plug-and-play integrations. “Each integration I’ve created works nice,” Marinos stated 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 effectively for linear sequences, however it could possibly’t match the branching workflows of platforms like HubSpot or Keap. For superior journey mapping, energy customers could finally outgrow it.
  
• Segmentation dangers with out construction. Sheeba’s deal with custom-made 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, but it surely 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 score: 4.6⭐ (primarily based on 200+ opinions)
• Greatest for: Outbound groups managing deliverability throughout a number of domains.

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

For Jimmy Rešetar, G2 Icon and Founding father of a multi-client company, Smartlead has change 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 assist. 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 power to separate manufacturers whereas nonetheless having unified oversight makes it an important 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 traces 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 electronic 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 straightforward, unlocking the total 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 score: 4.6⭐(primarily based on 1000+ opinions)
• Greatest for: Solo creators and small enterprise house owners who need clear design and ease with out sacrificing key options.

MailerLite proves that you just don’t want an enterprise price range or a full-time advertising and marketing crew to run fantastically branded, constant electronic 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 rookies who wish 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 one of the simplest ways. Leigh emphasised how intuitive it’s, even for professionals with no formal background in advertising and marketing. This makes it particularly useful for small service-based companies that may’t afford to spend hours studying complicated software program.
  
• Nice for electronic mail newsletters. A number of respondents used MailerLite primarily for sending constant e-newsletter 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 splendid 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. Whilst 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 score: 4.2⭐(primarily based on 1,500+ opinions)
• Greatest for: Service companies and solopreneurs that need an all-in-one gross sales and advertising and marketing automation suite.

If you happen to’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 instrument chaos by folding electronic 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 “the complete system is constructed for automation.” From welcome sequences to guide scoring, contact tagging, and job creation, Keap lets customers construct a {custom} logic system that displays their consumer lifecycle.
  
• Built-in CRM that simplifies segmentation. With strong contact data and built-in tagging, Keap allows 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 information, like clicks or web site visits.
• Palms-off deliverability. Keap contains built-in area well being monitoring and bounce controls to cut 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 in a position to automate total 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 complicated automations and workflows takes time to study, particularly for customers who aren’t acquainted with flowchart logic or conditional branching.
• Reporting feels outdated. Whereas Keap does supply marketing campaign and contact-level reporting, Nancy famous that this space may use refinement. The analytics provide the fundamentals (opens, clicks, supply price), however multi-touch attribution or visible dashboards nonetheless really feel clunky.
• Not designed for giant groups. Keap shines in solo or small-team environments. It’s much less splendid for corporations that require superior permissions, giant advertising and marketing groups, or multi-department collaboration.

6. Fixed Contact

• G2 score: 4.1⭐ (primarily based on 6600+ opinions)
• Greatest for: Native companies and nonprofits that need dependable electronic mail advertising and marketing with out a steep studying curve.

Whereas some electronic mail platforms chase complexity and omnichannel dominance, Fixed Contact stays grounded in reliability, ease of use, and sensible reporting. It’s a instrument 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:

• Simple setup. Rahul emphasised how simple the platform is to study, particularly for junior crew members or these new to electronic mail advertising and marketing. Its drag-and-drop electronic 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 supply deep advertising and marketing automation, it does embody segmentation instruments and studies which might be “sufficient for many small groups,” in response to Rahul. He’s in a position to analyze opens, clicks, unsubscribes, and record habits with out counting on outdoors 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 means of a number of touchpoints, all from one dashboard.
• Dependable for fundamental campaigns. Whereas it might not have the automation depth of instruments like Keap or HubSpot, it’s a strong alternative for easy electronic mail blasts, form-based record 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 complicated drip journeys, this possible 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 splendid for scaling. Rahul’s use case highlights the instrument’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 finally outgrow what Fixed Contact provides.

Signed, sealed, and delivered

Whether or not you’re on the lookout for intuitive instruments that simplify electronic mail creation, platforms that combine seamlessly along 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 complicated workflows that drive long-term engagement. Outbound-focused instruments supply exact deliverability controls, whereas all-in-one methods assist centralize advertising and marketing efforts in a single interface.

Every suggestion on this record comes from professionals who use these platforms every single day. Their insights present how the correct electronic mail advertising and marketing instrument doesn’t simply ship campaigns; it powers the complete buyer journey.

If you happen to’ve used any of those instruments or have one other favourite, take into account sharing your expertise by leaving a overview on G2. Your suggestions helps our neighborhood develop and make higher selections.