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How to choose an email marketing platform for a new business
An email list is one of the few audiences you own outright. Social platforms can change their algorithms overnight; your subscribers stay yours. The right platform makes it easy to collect sign-ups, send a welcome sequence and grow without switching tools later.
What matters when you're starting out
- A free or low-cost starting tier. You shouldn't pay much before you have subscribers. Plans and promotions change often, so check current pricing on the provider's own site before you sign up.
- Sign-up forms and landing pages you can use before you have a website.
- Automations, at minimum a welcome sequence that sends on its own.
- Pricing as you grow. Most platforms charge by subscriber count, so check what 1,000 and 5,000 subscribers would cost.
- Deliverability and support. An email that lands in spam is wasted.
Platforms to compare
| Platform | Often a fit for | Check before choosing |
|---|---|---|
| Kit (formerly ConvertKit) | Creators, coaches, people selling digital products | See current pricing on its site |
| HubSpot | Businesses that also want a CRM and sales tools | See current pricing on its site |
| GetResponse | Sellers who want webinars and funnels in one tool | See current pricing on its site |
Our take
If you're building an audience around content or digital products, start with a creator-focused tool. If you expect a sales pipeline with leads and follow-ups, a CRM-first tool can save a migration later.