I’m Kayla Sox. I run email for my own little shop and a few client projects on the side. I’ve sent birthday coupons, school fundraiser notes, and big holiday sales. I’ve messed things up and fixed them. I’ve hit send with shaky hands. You know what? I learned a lot.
So I spent the last year using different email tools for real work. Not demos. Real lists, real money, real stress. Here’s what actually happened and who I think each tool fits best.
Quick note on what I care about:
- Easy editor (so I don’t fight boxes and buttons)
- Automation that saves time
- Price that doesn’t sting as you grow
- Good delivery (so emails land in inboxes, not the void)
- Reports that tell me what worked
If you want to zoom way deeper into my week-by-week testing logs (screenshots, spreadsheets, the works), I tucked the whole journal into this extended write-up.
Mailchimp — The Familiar Choice That Just Works
I used Mailchimp to send a holiday gift email for a pottery client. I built a clean grid with mugs and bowls. I A/B tested the subject line. “Hot cocoa, new mugs” (no emoji) vs “New mugs ❄️”. The snowflake won by 5 points. Open rate went from 19% to 24%. We sold 120 mugs in 48 hours. I still smile thinking about it.
(Pro tip: those winning subject lines originally came from a late-night brainstorm with a handful of AI copy generators—my keeper list is in this breakdown.)
What I like:
- Drag-and-drop builder is simple. I can train a new intern in one hour.
- Tags and basic segments make sense. “People who bought a mug” is easy to target.
- Templates look good without much fuss.
What bugs me:
- Price creeps up as your list grows.
- Automation is fine, but not super deep. I hit walls on complex flows.
Good for: general small business newsletters, seasonal promos, first-timers who want quick results.
ConvertKit — My Pick for Creators and Coaches
I used ConvertKit for my mini email course: “5 Days to Better Photos.” I set a 4-email welcome series. If a reader clicked “I use iPhone,” they got a short tip on HDR in the next email. First email open rate was 47%. Reply rate? 6%. People wrote back with real questions. That felt human.
What I like:
- Visual automations feel clear. Triggers and tags make sense.
- Clean text-first emails look personal, like a note from a friend.
- Link triggers are handy. Click a link, get a tag, start a new path.
What bugs me:
- Templates are plain. Design fans may want more.
- Reports are basic. I wanted deeper click maps and cohort views.
Good for: writers, YouTubers, teachers, course folks who want light design and smart tagging.
Klaviyo — The Store Powerhouse (Shopify Friends, This Is You)
I set up Klaviyo for a Shopify beauty brand. We built these flows: browse abandon, add-to-cart, and a 60-day win-back with a small discount. We pulled real-time product blocks, so emails showed the exact items people looked at. In month one, the flows brought in 12% more revenue. The founder texted me a row of party emojis.
What I like:
- Deep e-commerce data. Segments like “spent over $150 and bought twice in 90 days.”
- Product feeds and dynamic blocks save time and feel smart.
- Strong abandoned cart and post-purchase flows.
What bugs me:
- It’s pricey as your list grows.
- The learning curve is real. Give yourself a weekend.
Good for: online stores that want serious targeting and money-making flows.
MailerLite — Simple, Friendly, and Budget-Safe
I use MailerLite for a local bakery newsletter. Every Friday, we share the weekend menu and one short recipe card. The editor is quick. I can build a cute email in 10 minutes, with warm colors and a big “Pre-order” button. Average open rate sits around 38%. Folks tap, they order, and Saturday lines are shorter.
What I like:
- Clean editor. No clutter.
- Good landing pages for sign-ups and pop-ups.
- Price feels fair. Great for small lists.
What bugs me:
- Approval can be strict for new accounts.
- Some features sit behind paid tiers. Also, fewer deep store features.
Good for: small shops, community groups, and simple weekly newsletters.
Brevo (formerly Sendinblue) — Daily Sender and Reminders Champ
I ran appointment reminders for a small clinic with Brevo. We sent booking confirmations, a 24-hour reminder, and a “we miss you” note after 6 months. The API made the setup smooth with the dev. Missed appointments dropped by 11% in two months. Not magic, just steady nudges.
What I like:
- Email plus SMS in one place. Handy for reminders.
- Transactional emails land well (receipts, reset links, confirmations).
- Pricing based on sends, not contacts. Nice if you have a big list but send less.
What bugs me:
- Some templates look dated.
- The interface has a few “wait, where is that?” moments.
Good for: service businesses, clinics, and teams that need both email and SMS.
One quick, PG-13 tangent: I once helped an independent cam model spin up a quiet VIP list to promote live shows. If you’ve never explored how that world works, this thorough MyFreeCams review breaks down the platform’s features, tipping culture, and earning mechanics—valuable intel when you’re crafting email or SMS sequences that resonate with an adult-entertainment audience without crossing any lines.
For anyone targeting subscribers within Chicago’s nightlife scene, I found it hugely helpful to study a street-level look at the local norms, venues, and legal quirks in Melrose Park; you can dive into the firsthand details here: USA Sex Guide – Melrose Park for granular insights that keep promotions compliant while staying in tune with what patrons are actually seeking.
ActiveCampaign — My Automation Beast
For a B2B SaaS client, I built a 14-day trial path. If a user didn’t finish setup by day 3, they got a short help video. If they watched 80% of it, they moved to a power tips series. If not, they got a friendly nudge from sales with one question: “What’s blocking you?” Trial-to-paid went up 9% after those changes. That’s real money.
We tracked those lifts in a live dashboard built with a couple of the business-intelligence tools I lean on every day, which made it easy for the founders to cheer (or panic) in real time.
What I like:
- Crazy-strong automation. Branches, goals, lead scoring.
- Site tracking helps you trigger emails at the right time.
- Sales handoff is smooth if you use their CRM.
What bugs me:
- Setup takes time. You need a plan and coffee.
- Costs more than “simple” tools. Worth it only if you use the power.
Good for: SaaS, complex funnels, teams that love if/then flows.
Campaign Monitor — Prettiest Templates for Events and Nonprofits
I used Campaign Monitor for a nonprofit gala invite. The template looked classy without heavy design work. We added dynamic content by city, so folks saw the right venue. The RSVP rate beat last year by 14%. Donors wrote, “This looks so nice.” Style matters.
What I like:
- Gorgeous templates that stay on-brand.
- Easy segments that still feel strong.
- Reporting is clean and shareable with boards.
What bugs me:
- Costs more than some budget tools.
- Automation is fine, but not as deep as ActiveCampaign or Klaviyo.
Good for: events, nonprofits, and brands that care a lot about look and feel.
How I Pick the Right Tool (Real Talk)
- You sell online with Shopify or Woo? Go Klaviyo.
- You create content, courses, or write a lot? ConvertKit.
- You want simple news and low stress? MailerLite.
- You need SMS and reminders or send receipts? Brevo.
- You want wild automation for sales and trials? ActiveCampaign.
- You want pretty invites and clean reports? Campaign Monitor.
- You want a general starter with lots of templates? Mailchimp.
If you’d like a crisp, side-by-side comparison of these platforms (and a few more), the free chart on ptools is a handy reference.
While testing, I also leaned on a couple of third-party comparison guides—the comprehensive round-up of the best email marketing platforms and Forbes Advisor’s look at the best email marketing software—for quick feature checks and price sanity.
Little Lessons I Keep Repeating
- Subject lines matter more than fancy graphics. I’ve seen a plain text note beat a glossy ad.
- Send less, but send helpful.
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