In this article · 6 sections
Email is still one of the cheapest ways to bring customers back, especially for online stores, B2B suppliers, coaching institutes and service businesses with repeat clients. Choosing a tool is the first step. Here's how the popular options compare. Plans and limits change, so check current pricing on each provider's website.
What to look for
- Pricing model: per contact (list size) or per email sent
- Free plan limits: contacts and daily or monthly send limits
- Ease of use: drag-and-drop editor, templates
- Automation: welcome emails, abandoned cart, birthday or follow-up sequences
- Deliverability: inbox placement, domain authentication support (SPF, DKIM, DMARC)
- Integrations: website forms, WooCommerce/Shopify, CRM
- Payment in INR: convenient for Indian businesses
The options
Mailchimp
Well-known, polished editor and templates, strong integrations. - Good for: businesses that want an established tool and good templates - Watch for: pricing based on contacts can get expensive as your list grows; free plan is limited
Brevo (formerly Sendinblue)
Pricing based on emails sent, not contacts, so a large list with occasional emails can be cheap. Also offers SMS and WhatsApp campaigns. - Good for: businesses with large lists that send occasionally; transactional and marketing email together - Watch for: the free plan has a daily send cap
Zoho Campaigns
Part of the Zoho suite, an Indian company with INR pricing. - Good for: businesses already using Zoho CRM, Zoho Mail or Zoho Books - Watch for: the interface is functional rather than flashy
MailerLite
Simple, clean and affordable, with a useful free tier. - Good for: small businesses and creators who want simplicity - Watch for: fewer advanced features than larger platforms
Others
ConvertKit (Kit) for creators, Klaviyo for e-commerce (strong but pricey), and built-in tools in Shopify or your CRM.
Quick guide
| Your situation | Good starting point |
|---|---|
| Small list, simple newsletter | MailerLite or Mailchimp free |
| Large list, send monthly | Brevo |
| Already on Zoho | Zoho Campaigns |
| Online store with automations | Klaviyo, Mailchimp or Shopify Email |
Setup essentials (whichever tool)
- Send from your own domain (
[email protected]), not Gmail - Authenticate your domain with SPF, DKIM and DMARC records, or emails land in spam. See business email setup
- Only email people who opted in. Bought lists damage deliverability and break the law
- Include an unsubscribe link and your business address
- Start with a welcome email that's automatically sent when someone joins
Collecting subscribers from your website
- A short form in the footer or after blog posts
- A reason to subscribe: price list, checklist, festive offers
- A checkbox on enquiry forms ("Send me updates"), unticked by default
What to send
- Offers and seasonal promotions (a few times a year, not daily)
- Useful tips related to your service
- New products or services
- Reminders: service due dates, renewals, annual check-ups
For more on strategy, read our email marketing guide.
Need a subscribe form connected to your website? We can set it up.