Updated October 2026
Email is still one of the best returns on a small business’s time: you own your list, and past customers are the people most likely to buy again. Many email marketing tools offer free plans, but those plans have shrunk in recent years, so it pays to choose carefully.
How free plans differ
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Free plans limit you in different ways:
- By contacts: how many subscribers you can store.
- By sends: how many emails you can send each day or month.
- By features: automation, templates, landing pages and sign-up forms.
- By branding: most free plans add the provider’s logo to your emails.
Check each provider’s current limits before you commit, since they change often.
Popular free email marketing software
| Tool | Free plan is often best for |
|---|---|
| Mailchimp | Getting started with a well-known tool; the free plan is now small |
| Brevo | Larger lists emailed occasionally; it limits daily sends rather than contacts |
| MailerLite | Easy design, sign-up forms and simple automation |
| Kit (formerly ConvertKit) | Creators and newsletters |
| Sender | Small businesses wanting more sending volume on a free plan |
| Zoho Campaigns | Businesses already using Zoho apps |
| HubSpot | Combining email with a free CRM |
The rules for marketing email
The FTC’s CAN-SPAM guide requires every marketing email to:
- Use honest "From" names and subject lines.
- Identify the message as an ad where appropriate.
- Include your physical mailing address.
- Give an easy way to unsubscribe, and honor requests within 10 business days.
Only email people who have agreed to hear from you, and never buy email lists.
Large email providers also have sender requirements. Google requires bulk senders to authenticate their email and offer one-click unsubscribe. Even if you send small volumes, set up email authentication (SPF, DKIM and DMARC) on your domain so your emails reach inboxes.
What to send
- A welcome email when someone subscribes.
- A short monthly newsletter with something genuinely useful.
- Seasonal reminders for services customers need again.
- Thank-you and review requests after a purchase.
- Offers, sparingly, and only ones you’ll honor.
Keep learning
- Free marketing tools
- How to pick the right email client for business
- How to generate inbound sales leads
Related guides
Sources
- Federal Trade Commission, CAN-SPAM Act: A compliance guide for business
- Google, Email sender guidelines
Last reviewed October 24, 2026. Startup costs are estimates; check local prices, licensing and tax rules before you commit money.
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