Affiliate Disclosure
This article contains affiliate links. If you buy through them, we may earn a commission at no extra cost to you.Read full disclosure.
How we tested
We used each tool over 4 weeks with real accounts. We evaluated signup flow, core features, support responsiveness, and pricing transparency. We never accept payment for positive reviews.
Read our full methodology →Most people choose an email platform the same way they choose a web host: they pick the one with the best free tier, then discover six months later that it doesn’t do what they need.
Email marketing is different from other software decisions because you’re not just picking a tool — you’re picking a relationship. Once your list lives on a platform, moving it is painful. Choosing correctly the first time matters.
What we tested
We sent identical campaigns through Kit, Mailchimp, and MailerLite over four weeks. We measured inbox placement, open rates, and click-through rates, and evaluated the email builder, automation setup time, and reporting.
Step 1: Identify what you actually need
Different users need different things. Before comparing prices, answer this:
- I write a newsletter → You need simplicity and deliverability
- I sell products → You need ecommerce integrations and automation
- I run a business → You need segmentation, automation, and reporting
- I’m building an audience → You need landing pages and signup forms
- I’m a creator → You need paid subscriptions and audience tools
Most people reading this are one of the first two. That simplifies things considerably.
Step 2: Understand what actually differs
Email platforms all look the same on the surface. Here’s what actually matters:
| What Matters | Why It Matters | What to Look For |
|---|---|---|
| Deliverability | If emails go to spam, nothing else matters | 90%+ inbox placement |
| Free tier limits | Determines when you start paying | Subscriber count + monthly emails |
| Automation | Saves you from sending every email manually | Visual builder, triggers |
| Ecommerce integration | Critical if you sell products | Native Shopify/WooCommerce support |
| Paid subscriptions | Essential for creators | Built-in payment processing |
Notice what’s not on that list: “beautiful templates.” Unless you’re running a design-heavy brand, plain-text emails consistently outperform designed templates for engagement.
Step 3: Do the real cost math
Email pricing scales with your list size. Here’s what that looks like at 1,000, 5,000, and 10,000 subscribers:
| Platform | 1,000 subs | 5,000 subs | 10,000 subs |
|---|---|---|---|
| MailerLite | Free | ~$25/mo | ~$45/mo |
| Kit | Free | ~$59/mo | ~$99/mo |
| Mailchimp | ~$13/mo | ~$69/mo | ~$100/mo |
| Substack | Free (10% fee) | Free (10% fee) | Free (10% fee) |
The pattern: free tiers are real until you hit a subscriber threshold. Then pricing jumps.
The rule: Estimate your list size in 12 months, not today.
Step 4: Match the platform to your goal
| Your Goal | Best Platform | Why |
|---|---|---|
| Write a newsletter | Kit | Built for creators, simple to use |
| Start a paid newsletter | Substack | Zero setup, built-in payments |
| Sell ecommerce products | Klaviyo | Best Shopify integration |
| Grow a small list free | MailerLite | Best free tier |
| Run a business | Mailchimp | Full marketing suite |
Step 5: Run the 30-day test
Don’t sign up for five platforms. Pick two that match your goal, then:
- Import a small segment of your list (or start fresh)
- Send one real email to each
- Check the open and click rates
- See which one you opened more often to write
The platform you actually use is the right one.
Step 6: Plan your exit before you commit
This is the step most people skip. Before you commit to any platform, understand:
- Can you export your subscriber list? (Most can. Some make it annoying.)
- What happens to your automations if you leave? (You’ll rebuild them.)
- Are there annual contracts? (Avoid them if you can.)
Frequently Asked Questions
How much should I pay for email marketing? Under $30/month until you have 5,000+ subscribers. Above that, prices scale with list size, so expect $50–$100/month.
Is a free email platform good enough to start? Yes. MailerLite and Kit both have free tiers that work for new senders. Upgrade when you hit the limits.
Which platform has the best deliverability? Kit had the highest inbox placement rate (92%) in our tests, but the gap between top platforms is small.
Can I switch platforms later? Yes, but you’ll need to rebuild automations. Export your list before you cancel your old plan.
The Bottom Line
Choosing an email platform comes down to three questions:
- What am I actually trying to do?
- What’s the real cost at my expected list size?
- Can I leave if I need to?
For most people, the answer is Kit (for creators) or MailerLite (for budget-conscious senders). If you’re selling products, Klaviyo. If you want zero setup, Substack.
Pick one, start sending, and upgrade only when your list demands it.
About the author: Dawood is the Founder & Lead Reviewer of StackCompare.Learn more about our testing process →