The Short List
Every tool on this list has a genuinely useful free plan, not just a 14-day trial. Here's the short version:
| Tool | Free Contacts | Free Sends/Mo | Free Automation | Best For |
|---|---|---|---|---|
| Mailchimp | 500 | 1,000 | Basic (1 step) | Beginners, simple newsletters |
| MailerLite | 1,000 | 12,000 | Full automation | Best overall free plan |
| Brevo (Sendinblue) | Unlimited | 300/day | Full automation | Unlimited contacts, low sends |
| ConvertKit | 1,000 | Unlimited | Sequences only | Creators, coaches, service biz |
| HubSpot Email | 1,000,000 | 2,000/mo | Basic triggers | Businesses already using HubSpot CRM |
Detailed Review: Each Tool
Mailchimp is where most small businesses start, and for good reason. The drag-and-drop email builder is genuinely easy to use, the interface is clean, and there's a huge library of templates. The free plan is limited (500 contacts, 1,000 sends/month) but enough for a business just getting started with monthly newsletters.
The catch: Mailchimp's free plan only supports a single-step automation. If you want multi-email sequences (like a 3-email welcome sequence), you need to upgrade to the Essentials plan at $13/mo.
Pros
- Easiest drag-and-drop builder
- Beautiful templates (100+)
- Built-in landing pages
- Great for newsletters and announcements
Cons
- 500 contact limit is tight
- Only 1-step automation on free
- Gets expensive as list grows
- Support limited on free plan
MailerLite is the hidden gem of email marketing. While Mailchimp gets all the attention, MailerLite quietly offers a more generous free plan: 1,000 contacts, 12,000 sends/month, AND full multi-step automation, all free. If you care about running proper sequences without paying, start here.
The interface isn't quite as polished as Mailchimp, and the template library is smaller, but the core functionality is excellent and the free plan genuinely covers most small business needs.
Pros
- Best free plan limits (1K contacts / 12K sends)
- Full automation on free tier
- Landing pages and pop-ups included
- Very affordable paid plans
Cons
- Smaller template library
- Less brand recognition
- Fewer third-party integrations
- No phone support
Brevo takes a different approach: instead of limiting contacts, they limit your daily sends. You can store unlimited contacts for free, but you can only send 300 emails per day (about 9,000/month). This works perfectly for businesses with large contact lists who send infrequently.
It also includes SMS marketing, transactional emails, and a basic CRM on the free plan, making it unusually full-featured for $0.
Pros
- Unlimited contacts (unique!)
- SMS + email in one platform
- Basic CRM included free
- Transactional emails free
Cons
- Only 300 emails/day (slow sends)
- Brevo branding on free plan
- Interface less intuitive
- Limited template selection
ConvertKit is designed for people who build audiences, coaches, photographers, consultants, real estate agents. The free plan includes 1,000 subscribers with unlimited email sends, and a clean sequence builder for automated follow-up series. There's no contact limit cap on sends, which is unusual.
Where ConvertKit falls short: the template library is minimal (text-based emails are their aesthetic), and it lacks a traditional drag-and-drop builder. But for service businesses sending plain-text personal-feeling emails, this is actually a feature, not a bug.
Pros
- Unlimited email sends (free)
- Landing pages included
- Tag-based segmentation
- Emails feel personal, not designed
Cons
- Limited template variety
- No traditional drag-and-drop builder
- Advanced automation requires paid plan
- No SMS
HubSpot's free email tool is specifically valuable if you're already using the HubSpot CRM (which is also free). The email tool connects directly to your CRM contacts, so you can send emails based on deal stages, contact properties, or website behavior. The catch: only 2,000 sends per month on free.
If you're not already in the HubSpot ecosystem, the free email tool alone isn't worth the complexity. But if you are using HubSpot CRM, the email integration is genuinely powerful.
Pros
- Deep CRM integration
- Huge free CRM contact limit
- Email + CRM + forms in one place
- Strong reporting
Cons
- Only 2,000 sends/month free
- Complex, overkill for beginners
- HubSpot branding on free emails
- Paid plans get expensive quickly
Which Free Tool Should You Actually Use?
Here's our recommendation by business situation: