Email Marketing

How to choose an email marketing platform

Who is the platform built for?

Kit (formerly ConvertKit) targets writers and creators with tagging, forms and paid newsletter options. Mailchimp is a general platform with templates and a store of integrations. Brevo combines email with SMS and a CRM. GetResponse adds landing pages, webinars and automation. Pick the one that matches how you earn from your list.

How does pricing scale?

Plans mostly charge by contacts, and some add send limits. Costs can jump at tier boundaries. Check how the platform counts unsubscribed or duplicate contacts, since that changes the bill. Brevo prices partly by email volume instead of contacts.

What does the free plan allow?

Free tiers cap contacts, daily sends and automations. Mailchimp's and Brevo's free plans are limited by sends, and some features such as A/B tests are paid. Test whether the free plan covers your first year.

Deliverability and compliance

Look for authentication setup (SPF, DKIM, DMARC), clear unsubscribe handling and GDPR tools such as consent records. Good deliverability depends on your list quality too.

Migration

Importing contacts is easy, but moving automations is manual work. Ask the vendor about free migration help.

Can you build the forms and landing pages you need?

Most platforms include sign-up forms, and some add landing pages and pop-ups. Check styling controls and integration with your website. Double opt-in options help list quality.

What reporting do you get?

Open rates are less reliable since mail apps began preloading images. Click rates, conversions and revenue tracking are more useful. Check how each platform reports them.

Which one should you pick?

Pick Kit if you run a creator newsletter with products, Mailchimp or Brevo for a small business that wants a simple setup, and GetResponse if you need landing pages and webinars as well. Start on a free plan if available, and move up when automations or list size demand it.

Common mistakes

Buying a list is the worst error, because it ruins deliverability and may break privacy law. Another is sending irregularly and then wondering why people unsubscribe.