Email Marketing: Choosing the Right Fit

email marketing

Making its debut in 1978, email marketing strategy is definitely not a new concept, but it is once again on the rise. A part of the marketing trends set to regain momentum in 2022, the email marketing you see this year will look a little different than its previous days.

Email marketing used to be commonly used for welcoming emails, basic newsletters, and transactional emails such as receipts or invoices. While those aren’t completely phased out, small yet effective twists have been incorporated.

Those twists include adding elements of personalization, interaction, and targeting. There are many email marketing platforms on the market and it can be overwhelming when trying to choose the right fit for your small business.

We’re here to help! Let’s take a look at some of the pros and cons of top-performing email services for small businesses.


Pros: Full editing freedom, thorough reporting that includes Google analytics, freemium pricing

Cons: High pricing outside of their free plan, limited design

Offering a plan where you’re able to send out emails to a max of 2,000 subscribers for $0 per month, Mailchimp is a stellar option. If you’re coding savvy, you’re also able to create templates within HTML (HyperText Markup Language). Mailchimp also offers great analytics including geo-tracking, client lists, and Google analytics integration. On the downside, if your small business exceeds 2,000 subscribers, you’re looking at price jumps that range from $30.99 for 2,500 subscribers, all the way to $135 for 15,000 subscribers.


Pros: User friendly, education tools, 7-day free trial

Cons: No A\B testing, pay for technical support, requires a 12-month contract

Hubspot offers a free email service where you’re able to send out a max of 2,000 emails without needing to purchase a plan. This also includes free access to other tools such as follow-up emails, a reporting dashboard, and email tracking. The thing to keep in mind is that the extra tools offered are a “lite” version meaning broad access to the tools would require a subscription. If you do decide to purchase a plan, which starts at $45 per month, you will be locked into this plan for a full year. There is not much flexibility when it comes to plans.


Pros: Creator-friendly, automation, simple to navigate

Cons: Pricing, lacks integration for eCommerce platforms, test emails limited to yourself

Convertkit is an email service that really focuses on the management and creation of emails and landing pages, and they do it well. Unlike their competitors, Convertkit won’t charge you for a duplicate subscriber. They also have perfected automation of emails which allows the creator to spend more time on other tasks. Offering a free plan that includes a max of 1,000 subscribers, community support and the ability to sell digital products and subscriptions, there does seem to be some shortcomings in this free plan. Based on reviews from users, the creator plan which costs $29 per month seems to be the way to go. And the price steeply increases as you surpass 1,000 subscribers. There also seems to be trouble with integration if your goal is selling physical products.


There is an abundance of factors to consider before committing to an email service. Reading the fine print when it comes to the max number of subscribers and subscriptions will be key. The common theme between all email marketing services is that the cost of your service will increase as your subscribers increase, normally in the thousands increment.

Finding the price difference when it comes to subscribers between each service should help you narrow your options. Also, be sure to read the reviews of previous and current users of your potential platform, as this will give you insight.

If you feel you might need some assistance choosing the best fit for you and your growing small business, don’t hesitate to reach out to the experts at BG Digital Group today!