If you are a marketer, you are looking for the most cost-effective way to attract, build, and retain your audience and customers. And, while there are numerous channels to do so, email marketing continues to reign supreme. Paid search has gotten more expensive. SEO has gotten more competitive. Paid social has gotten more difficult. And, your audience’s attention is scattered more and more each day. But, your audience is still reading emails every day, and email isn’t going anywhere.
So, while you should always be testing new marketing channels, email marketing should be at or near the top of your marketing focus list. In order to succeed in email marketing in 2024 and beyond, check out the list below for the best email marketing tools to take your game to the next level.
In this article, we will cover:
- Why You Should Be Investing In Email Marketing In 2024
- The 5 Best Email Marketing Tools For Email List Building
- The 5 Best Email Marketing Platforms For Email Sending
- The 5 Best Email Marketing Tools For Email List Cleaning
- The 5 Best Email Marketing Tools For Email Writing
- Conclusion
Why You Should Be Investing In Email Marketing In 2024
Email Marketing Has Massive ROI: 2024 is the year of email marketing. And, 2023 was the year of email marketing. And, so was 2022, 2021, 2020, etc…And, well, it seems that 2025 and 2026 might also be the years of email marketing too? So, let’s start with why?
Well, that’s simple. Email marketing continues to be the highest ROI online marketing channel out there. In fact, as Luisa Zhou points out, businesses make an average of $42 for every $1 spent on email marketing. And, that ROI trounces nearly every other marketing channel out there. With paid search, paid social and SEO averaging anywhere for 2-5x ROI, 42x ROI is simply unbeatable.
And, while behaviors online continue to change, email usage continues to hold steady. In 2024, well over half of the world’s population is on email and many of those people check email many times per day. Email knows more about us as individuals than just about anything else on earth. Our email knows where we shop, where we work, where we work out, where we eat, what we read and so much more.
So, if you want to grow your audience and customers, you need to be where people are and most of the world is on email. But, there are additional reasons that you should be continuing to grow your investment in email marketing.
Email marketing can be targeted: You can segment and target your email lists to provide highly personalized and targeted emails that make your email subscribers feel valued and help your conversion and loyalty rates. Segmentation, personalization and customization are necessary to win online in 2024 and email enables that with many of the tools listed below including these capabilities on a manual or automated basis.
Email marketing can be automated: Email marketing can be automated so that this channel is always working for you whether it is helping you to send out announcements, respond to requests or issues or encourage people to take certain actions within your marketing and sales funnel.
You can determine the value of each of your emails to make your business predictable: The best email marketers are able to determine how much each email is worth. As we look to create predictability in our businesses, email marketing is a great way to do that.
So, while you should certainly be investing in and testing a variety of marketing channels, you should always be investing in email marketing and regularly considering growing your email marketing efforts.
Five Of The Best Email Marketing Tools For List Building
In order to be successful in email marketing, you need to build up a sizable email list and do so on a regular, consistent and automated basis. The tools below are some of the five best tools to capture emails and build up your email marketing database.
1. Hello Bar: The Best Email List Building Tool From Your On-Site Visitors
Hello Bar is one of the original email capture and conversion optimization companies. Founded in 2012 and co-developed by famed internet marketer Neil Patel, Hello Bar has been used by over 600,000 websites to drive conversions and capture email addresses. Hello Bar is simple to use and is a powerful way to quickly grow your email list. Its affordable pricing results in excellent ROI.
Top Features Of Hello Bar For Email List Building:
- Very easy to use
- Great templates to ensure that your email capture forms are beautiful and on brand
- Multiple different formats to capture email addresses
- Easy segmenting of lists so you can send customized emails
- A wide variety of direct integrations into email providers so that you can easily add your emails into popular ESPs like Mailchimp, Mailerlite, etc…
Pros of Hello Bar For Email Capture: Hello Bar is one of the original email capture and conversion optimization companies. This means you can rely on the company’s 10+ years of experience in helping companies grow their email lists. Hello Bar is extremely easy to use, affordable and has templates that have proven to drive massive conversion rates .
Cons of Hello Bar For Email Capture: Hello Bar doesn’t currently have features to run quizzes or contests so you’ll need to find another solution to add on to Hello Bar if you want to grow your email list through those methods.
2. Klaviyo: The Best List Building Tools For Your E-Commerce Shoppers
Klaviyo focuses on helping e-commerce companies drive better engagement and conversions from their email databases. They have some excellent built-in tools for capturing email addresses and the platform really shines in the targeting and segmenting based on data and information they get from their Shopify integration. Email list building through Klaviyo can be done in a way that associates behaviors and data with each email subscriber.
Top Features Of In-Person For Email List Building:
- List segmentation
- Many different integrations
- A/B testing
- Associate data with each email subscriber
Pros of Klaviyo for email list building: Klaviyo has an excellent integration with Shopify that enables Shopify stores to improve their email communications with their customers. They have over 50 ready-to-use templates. And the data you can associate with each email subscriber is powerful.
Cons of Klaviyo for email list building: Klaviyo is expensive and the prices increase quite rapidly. Also, if you are not an e-commerce company, you are going to see less value from their targeting and unique features. Finally, Klaviyo offers email capture as one thing it does whereas email capture tools such as Hello Bar, Sleeknote, Sumo and others focus on that. Therefore, these other email marketing tools have some additional features not available in Klaviyo.
In-Person: The Best Way To Build Your List From Your In-Person: While Technically Not An Automated Tool, if you operate a company that has in-person visitors you should be encouraging those visitors to add themselves to your newsletter list. You can do this through simple sign-up forms, by including a sign-up on your receipts and through a variety of other means. You can build up your email list with paper and pen at your company/store location, at conferences and tradeshows and anywhere else where you interact with customers or potential customers.
Top Features Of In-Person For Email List Building:
- Human and personal
- You can automate the process if you have an iPad available for people to sign-up
- Many point of sales systems make this easy
Pros of In-Person email list building: This personal approach to building up your email list can result in very engaged email subscribers. This is also a free way to build up your email list as you can get started with simple paper and a pen.
Cons of In-Person email list building: Unless your store gets a huge amount of store traffic, it’s hard to build up your email list quickly. You will also need to manually load these emails into your email provider depending on how you capture these emails.
3. Rafflecopter: A Great Away To Build Your Email List Through
One great way to build your email list quickly is to offer an incentive for people to add themselves. Rafflecopter does this by making it easy for companies to create contests and giveaways to build up emails lists. The product is easy to use and you can run these contests and giveaways across various platforms including your website, social media and blogs. Rafflecopter offers a series of themes and themes to make it easy to launch a contest even if your design skills aren’t up to snuff.
Top Features Of In-Person For Email List Building:
- Contests to incent email sign-ups
- Include giveaways
- Themes and templates
Pros of Rafflecopter for email list building: Contests and giveaways can be a great way to build up an email list quickly. People love free stuff and are often happy to give their contact information for a chance to win something. The platform is also very easy to use and you don’t need specific design or engineering skills to use Rafflecopter to capture email addresses.
Cons of Rafflecopter as a tool to build your email list: The main con of Rafflecopter is that it only allows you to build your email list through contests and giveaways. Therefore, if you want to build your list through other means, you wont’ have other options within Rafflecopter to do so.
4. Typeform: An Advanced Forms Builder That Can Also Be Used To Build Your Email List
Typeform has become a massive company by helping people easily create all kinds of conversion-oriented forms. Typeforms are known to convert well, be easy to set up and be very flexible. While Typeform can be used to capture email addresses, Typeform really wins if you use the forms for your more advanced lead generation efforts. You can add multiple steps and the setup and management of your forms is very easy.
Top Features Of Typeform For Email List Building:
- Nice design
- Easy to build form builder
- Many integrations
- Flexible
Pros of Typeform for email list building: Typeform enables the easy creation of forms and adding email capture to many of these forms is quite easy. The product has a great list of templates and nice designs. And, you can easily optimize your forms to drive the highest conversions. Finally, email capture can be part of multiple steps so you can include quizzes, questionnaires and a series of other multi-step forms.
Cons of Typeform as a tool to build your email list: Typeform is very flexible and has a lot of features, but all of these features come at a high price. Typeform is relatively expensive, which might be overkill for many of those looking for a more straightforward email capture tool.
5. Leadpages: The Best Landing Page Builder That Doubles As An Email List Builder
Leadpages is a popular landing page and squeeze page builder that can also be used as a great email list builder. Leadpages load very quickly and are very easy and flexible to design. While Leadpages is a more advanced platform and takes more time to learn than some of the other platforms listed above, it’s still an effective way to grow your email list on a consistent basis.
Top features of Leadpages:
- Full landing page builder
- Analytics
- AI images
- Many integrations
Pros of Leadpages as an email list builder: Leadpages is a leading landing page platform. This means that you get more than just an email list builder as a customer. You can create comprehensive and advanced landing pages that are proven to drive great conversions.
Cons of Leadpages as an email list builder: While not necessarily a con, Leadpages is a more advanced platform for developing full landing pages. This means a steeper learning curve and higher pricing.
Five Of The Best Email Marketing Tools For Email Sending
There are a lot of options when it comes to email sending. You can go with a basic email sender or can go with a full-scale marketing automation tool. Prices and features are all over the board. And be sure to choose wisely because it can be difficult to switch your email provider once you get up and running. While there are a lot of options, below are a few that regularly get high ratings.
1. Drip: A Powerful & Easy To Use Marketing Automation Tool With Great Email Features
Drip is powerful, while being easy to use. The platform started as a pop-up tool with a simple autoresponder before evolving into an email platform and then a broader marketing automation platform. The platform was acquired by Leadpages a number of years ago.
Top Features Of In-Person For Email Sending:
- Great automations
- Easy to use
- Great segmentation based on behaviors/data
Pros of Drip For Email Sending: Drip is one of the easiest to use marketing automation tools. It’s a beautiful tool that is intuitive and offers great segmentation based on behaviors and data. The platform also has a lot of great marketing automation features to become your all-in-one solution for your email efforts.
Cons of Drip For Email Sending: It may be a bit overkill if you are just looking for a simple and lightweight email sending platform for broadcast/newsletter emails.
2. Sendy: A Cheaper Way To Send Out Your Newsletters
Email newsletters are a great way to build a relationship with your current or potential customers. These newsletters should provide value to your audience, while also keeping them updated on your company. Newsletters can be send daily, weekly or monthly and can features tips and tricks about your product/service/store or can be informative about broader topics.
Sendy is a great way to send out your newsletters. While there are a host of other options, Sendy is much more affordable than other options if you know how to use it. It’s a self-hosted platform so you will need some tech jobs to use it.
Top Features Of Sendy For Email Sending:
- Self-hosted
- A white range of plugins
- Autosresponders
- Great reporting & analytics
Pros of Sendy For Email Sending: Sendy is a much more affordable way to send email newsletter than most other providers. In fact, it is affordable enough that other companies sometimes whitelabel its platform. And, while Sendy is affordable it is also powerful. It has a broad range of features including segmentation, autoresponders, good analytics, etc…
Cons of Drip For Email Sending: Sendy is self-hosted and requires more technical knowhow than other products. Therefore, it can be relatively difficult to use compared to some other platforms.
3. MailerLite: A Simple & Affordable Way To Send Emails
Mailerlite got its start by offering a simple email sending platform that was easier to use and more affordable than other solutions in the market. It has since expanded to include a variety of other features to become a full marketing automation platform. The platform continues to be easy to use while offering strong customer service and a variety of tools and features.
Top Features Of Mailerlite For Email Sending:
- Easy to use
- Full marketing automation tools
- Easy to use drag and drop editor
- Automated workflows
Pros of Mailerlite For Email Sending: Mailerlite initially won by being easy to use and affordable. And, while the company has expanded its features, it hasn’t gotten much more complicated to use and is still affordable. The company also offers great customer service.
Cons of Mailierlite For Email Sending: Mailerlite is always adding features but it does have some cons. Its subscriber management tools are limited and it doesn’t have some of the sophisticated automations of some of the other platforms.
4. ActionKit: Best Email Provider If You Are Starting A Movement
There are a lot of options for sending emails if you own an e-commere store, a SaaS product or are trying to build up an email newsletter business. But, ActionKit looks to stand out for those people building a movement – think political groups, non-profits and community based organizations. ActionKit focuses on building a set of tools and features that uniquely help this group of organizations and does a great job in doing so.
Top Features Of ActionKit For Email Sending:
- Easy to use
- Specific tools for political groups, non-profits and community based organizations
- Features for secure fundraising
- Run multilingual campaigns
Pros of ActionKit For Email Sending: ActionKit does an amazing job understanding and serving its core customer base. The company builds specific tools for these customers and, therefore, does a great job in understanding their needs. The platform is easy to use and offers features for its customers that are unmatched by other more general email service providers.
Cons of ActionKit For Email Sending: The obvious con is that most of the features will not be useful if you own a business or organization that falls outside of their core market.
5. ConvertKit: An Email Platform Built For Creators
ConvertKit was founded in 2013 when blogger Nathan Berry needed a better way to sell his content and books through email. It hasn’t forgotten where it came from and still aims to be the best email marketing tool for the creator economy. It does a good job in doing so and continues to evolve its features to help creators send powerful email and drive other marketing efforts.
Top Features Of ConvertKit For Email Sending:
- Built specifically for creators
- Monetization tools for charging for content and newsletters
- Built in sponsorships and ads
Pros of ConvertKit For Email Sending: ConvertKit is great for creators. It has all the tools needed for creators to build their audiences, engage those audiences and monetize their content, courses and newsletters. They offer some great monetization tools and have a supportive community of creators.
Cons of ConvertKit For Email Sending: These features come at a price and the service can get expensive as you scale your audience. And, well, the biggest con is…if you aren’t a creator, you aren’t going to find many of the tools very useful.
Five Of The Best Email Marketing Tools For Email List Cleaning
While most people and companies focus their time on building a large email list, they often overlook the need to keep this list current and updated. But, an updated and fresh email list is critical to email marketing success. A clean and fresh email list will result in greater deliverability, engagement rates and overall success. The email marketing tools below can help with these efforts. While these tools are not cheap, they more than pay for themselves because they can increase your deliver rates (and thus your conversion and revenue rates).
In addition to the standalone tools below, Hello Bar offers built-in email list cleaning for an add on price.
1. NeverBounce: Continuous and Automated Email List Cleaning
Neverbounce claims to offer accuracy rates as high as 99%. The company was acquired by Zoominfo and continues to be one of the largest email cleaning platforms. It offers a wide range of integrations with leading email platforms. You can use Neverbounce for bulk list cleaning, email verification and automated list cleaning.
Top Features Of Neverbounce For Email List Cleaning:
- Email bounce removal
- Human quality assurance
- Domain health checking
- Segment results
Pros of Neverbounce For Email List Cleaning: Neverbounce is one of the largest and most well-known email cleaning platforms and has a strong reputation. It has a wide range of features and can be used manually or in an automated fashion. It is relatively easy to use and is very accurate.
Cons of ConvertKit For Email Sending: Neverbounce can get expensive quickly and there is limited information on why an email was removed.
2. ZeroBounce: One Of The Largest Email List Cleaning Services
ZeroBounce is one of the most well known Email List Cleaning Services. It has grown very quickly and has become a very well known brand. The platform has a variety of great features, a high accuracy rate and has a variety of integrations.
Top Features Of ZeroBounce For Email List Cleaning:
- A variety of security features
- Duplicate removal
- Habitual complainer detection
- SMTP verification
Pros of Neverbounce For Email List Cleaning: ZeroBounce is one of the most well known platforms and is accurate and relatively easy to use. Their pricing is better than Neverbounce and they have great customer service.
Cons of Neverbounce For Email List Cleaning: ZeroBounce can be somewhat slow in cleaning large lists. While the platform is affordable, the minimum number of emails to clean can mean that it can get expensive if you clean less than the minimum.
3. Emailable: One Of The Largest Email List Cleaning Services
Emailable claims to be the fastest and most accurate email verification tool. It has good online reviews and top companies such as Box have used the service. The platform is good for companies with large or small emai lists.
Top Features Of Emailable For Email List Cleaning:
- A good set of APIs so can be easy to filter results
- Fast validation/cleaning
- Detects misspelled domains
- Name detection so can personalize emails
Pros of Emailable For Email List Cleaning: Emailable claims to be the fastest platform for email cleaning and reviews seem to back this up. This might be that helpful if you only have a few emails but if you have a large email list, this can make a big difference. Emailable is easy to use and has good customer service.
Cons of Emailable For Email List Cleaning: Some users have complained that it is expensive and difficult to organize the results. However, these seem to be minor and the company has taken this feedback seriously and has responded well.
4. EmailListVerify: One Of The Most Affordable Email List Cleaning Platforms
EmailListVerify is one of the most affordable solutions for keeping your email lists clean. The service is easy to use and receives good reviews on online review sites.
Top Features Of EmailListVerify For Email List Cleaning:
- Plenty of integrations
- Can pull lists from documents
- Removes duplicates
- Eliminates disposable emails
Pros of EmailListVerify For Email List Cleaning: EmailListVerify wins for ease of use and affordability. It has a strong set of features and gets good reviews from its users.
Cons of EmailListVerify For Email List Cleaning: The only con that is mentioned in online reviews is that it can be slow at times.
5. Bouncer: One Of The Most Secure & Powerful Email List Cleaning Platforms
Bouncer has a heavy focus on security and has built a reputation as being one of the easiest to use email cleaning platforms. It has a variety of security and compliance features built and its broad features are some of the best available. Bouncer earns great online reviews.
Top Features Of Bouncer For Email List Cleaning:
- SOC2 and GDPR compliant
- Fast
- Toxicity check
- Data enrichment
Pros of Bouncer For Email List Cleaning: Bouncer earns some of the best reviews in the industry and is very secure. It has some unique features not provided by some of its competitors and is known to be fast and very accurate.
Cons of Bouncer For Email List Cleaning: There are limited cons to the platform. From our own review and those of users of the product, Bouncer gets very high ratings without many missing features. It is a secure and fast platform that is great for list cleaning.
Five Of The Best Email Marketing Tools For Email Writing
If you have plenty of time and are amazing at copywriting, you may not need a set of tools to help with email writing. But, if you are like the other 99% of the world, you need tools to help you write great marketing emails that get the attention of your audience and drive engagement and clicks. Smart Insights reports that the average email open rate in 2024 is 36.4% and that the average click through rate of emails is 1.4%. But, there is a massive spread within this data. From our own experience, we see email open rates in the single digits all the way up to north of 50%. And, we see click through rates anywhere from .2% up to 10%. So, writing great emails, writing great email subject lines and being consistent with how often you send emails is important. Below are some tools that you can use to help with your email writing so that you write better emails faster.
1. Lavender: A Great Coaching Tool To Help Drive More Replies For Your Outbound Sales Emails
Lavender helps you to drive more sales by not just helping you to speed up the process of writing more outbound sales emails but also coaches you to write better ones. This means not only can you be consistent in your outreach but you can also get more responses and more responses equals a larger pipeline. The platform claims to double your response rate and we don’t doubt it from the reviews and feedback on the platform. It’s like having a personalized writing coach sitting next to your AEs and SDRs.
Top Features Of Lavender For Email Writing:
- Multiple integration to some of the best ESPs
- Allows additional integration to other third party services
- Gives you news on your prospects and their companies
- Detects common issues to fix
Pros of Lavender For Email Writing: With a 4.9 rating on G2, they are definitely doing something right (actually a bunch of things right). The platform is very easy to use, has great customer service and its chrome extension is a big help.
Cons of Lavender For Email Writing: It is reasonably priced but can get expensive as you scale. That said, if you can truly double your response rate from your emails, it should pay for itself very quickly.
2. Smartwriter.AI: An Easy Way To Personalize Your Emails
We all get a lot of email and so much of it is still generic. Personalized emails get much higher open and engagement rates but can be difficult to do at scale. While most ESPs will allow you to do basic personalization, Smarwriter.ai takes that a step further. This means your emails will be more effective and you will save a ton of time and money.
Top Features Of Smartwriter.ai For Email Writing:
- Personalize with social activity
- Include personal recommendations
- Add details about the person’s job description or bio
- Personalize with recent news, past work, context, etc…
Pros of Smartwriter.ai For Email Writing: Smartwriter.ai has a huge number of personalizations you can add quickly and this can help you to stand out. Lots of people can personalize the recipient’s name and company name so you need to go a step further and add more personal information. Smartwriter makes this easy and quick. You can also automate SEO backlink outreach, which is pretty cool.
Cons of Smartwriter.ai For Email Writing: It can struggle with certain niches. And, you may have to still do some additional editing or copywriting but you should be doing that with any of the tools mentioned.
3. Hypotenuse: The Email Writing Assistant For E-Commerce Brands
Writing email is one thing…writing email for an e-commerce brand is another. E-commerce emails have to be engaging, fun and informative while also driving massive conversion to sales. Writing these emails takes a certain approach and tone and Hypotenuse seems to nail those elements. As markets get crowded, figuring out how to really excel in your niche is key and Hypotenuse does that for itself and helps you do that for whatever niche you are trying to own.
Top Features Of Hypotenuse.ai For Email Writing:
- Copywriting
- Image creation
- Automated product descriptions
- In addition to copy for email, Hypotenuse can be used to create copy for ads, blog posts and so much more
Pros of Hypotenuse For Email Writing: It is focused on e-commerce brands so it offers features that matter to those companies. This focus allows the platform to create great emails that take into account the e-commerce shopper experience. It has strong integrations with common e-commerce tools and is easy to get started with and use.
Cons of Hypotenuse For Email Writing: If you only want to use it for email copy it may be expensive because it has a lot of features for all of your e-commerce copywriting needs. However, if you are going to use more of the features, the pricing is reasonable.
4. Rytr: The All-In-One Content Writer That Can Be Used For Writing Great Emails
Rytr is a great all around AI copy generator used by over 8,000,000 copywriters, marketers and entrepreneurs. The company has grown quickly and has a great set of copywriting tools for most of your copywriting needs. In addition to writing emails, you can write ad copy, long form blog posts and much more. It is a great way to speed up your content creation efforts while improving the quality of your copywriting.
Top Features Of Rytr For Email Writing
- Pre-defined voices/tones
- Plagiarism checker
- Set custom use cases
- Chrome extension
Pros of Rytr For Email Writing: Rytr is a great tool for broad use cases and is very easy to learn. There is no steep learning curve so anybody can get started with it quickly and pain-free. It’s an affordable option and can be used for a variety of copywriting.
Cons of Rytr For Email Writing: It has some limitations for larger enterprise clients and lacks a large library of templates. However, these cons are part of why Rytr is so easy to use.
5. Grammarly: Making Sure Your Emails Help You To Gain Trust & Keep Your Reputation Strong
Grammarly is massive and for good reason. Companies and individuals around the world have been using Grammarly for many years to write better copy that is also grammatically correct. This is important in your email writing. Mistakes and poor grammar can reduce trust in your brand, lead to unsubscribes and results in less engagement. Grammarly makes writing great and accurate content simple.
Top Features Of Grammarly For Email Writing:
- Tone adjustments
- Full-sentence re-writes
- Can include style guides
- Plagiarism checker
Pros of Grammarly For Email Writing: Grammarly stands out for ensuring your emails are accurate and correct while matching your brand tone. It can be used to correct and improve your own writing or generate email content for you that you can then adjust yourself. It has built a stellar reputation and can be used for most of your copywriting needs.
Cons of Grammarly For Email Writing: Some people complain about all of the ads in the free version but they are a business that needs to make money so we understand why they do this. People have also said that there can be a number of false positives but Grammarly’s team is always working on the AI and tech so we think it will continue to get better and better.
Conclusion: 20 of The Best Email Marketing Tools of 2024
And, there you go. There are a lot of email marketing tools out there to help you write more and better emails. And in a time that paid search and paid social are getting more competitive and more expensive, email marketing continues to be a key channel to help you build relationships with your audience (and, GROW SALES). But, email marketing can also be very time consuming. We hope you have enjoyed learning about these various email marketing tools and we would love to get your additional suggestions. Just leave some additional thoughts and tools that you are using in the comments section.
Happy growing!