G2 Icons Counsel 6 Greatest E mail Advertising and marketing Platforms They Use

After I want the actual scoop on advertising and marketing tech, I skip shiny vendor decks and ask the individuals knee‑deep in campaigns, aka G2 tremendous customers and icons.

These are the practitioners who’ve despatched hundreds of campaigns, constructed complicated workflows, and examined each function toggle firsthand. So I did what any curious marketer would do: I pinged a dozen G2 icons and posed a single query: Which of the finest e-mail advertising and marketing platforms are nonetheless incomes their hold in 2025, and what makes them indispensable?

This piece follows up on my dialog with G2 icons about their tried-and-tested advertising and marketing automation instruments, which additionally tapped into the firsthand perception of energy customers. This time, I turned the lens on e-mail advertising and marketing, with G2 Icons revealing which platforms they really depend on and why.

The six instruments beneath characterize the mixed expertise of lots of of campaigns throughout industries and crew sizes. And each single choose is backed by suggestions from G2 icons.

HubSpot Advertising and marketing Hub isn’t only a favourite; it’s the spine of marketing campaign technique for a lot of G2 Icons. Whether or not managing ABM campaigns, planning newsletters primarily based on habits triggers, or scoring leads with surgical precision, G2 tremendous customers constantly named HubSpot’s automation depth and reporting management as key causes it earns its place of their stack yr after yr.

What stood out:

• Branching workflows with room to develop. From behavior-triggered emails to dynamic onboarding, HubSpot’s automation builder is its largest asset. Scott Williams, G2 icon and Advertising and marketing Automation Specialist, highlights how he builds workflows that use department checks and checklist logic to information leads down the correct path.
• Single‑pane analytics. Icons appreciated how HubSpot aggregates e-mail efficiency, pipeline metrics, and attribution in a single view; there isn’t any extra stitching stories in spreadsheets.
• Constructed‑in deliverability guardrails. Based on Alex, HubSpot is “aggressive on deliverability,” mechanically filtering out low-engagement contacts to protect sender repute. A number of G2 icons echoed this, citing fewer bounces and stronger inbox placement.
• Reliable information and clear dashboards: Whereas some Icons talked about that superior reporting requires configuration, the core analytics: opens, clicks, and conversions, are dependable and accessible. Purnima Rathore, G2 icon and Advertising and marketing Supervisor, stated she makes use of the information to refine outreach.

What could be improved:

• Third-party integration requires handbook steps: Whereas Ankita praised HubSpot’s broad integration assist, organising and customizing sure third-party connections might require upfront configuration, particularly when aligning subject mapping throughout programs.
• Superior analytics not intuitive: Whereas most Icons praised HubSpot’s reporting options, Alex famous that constructing attribution fashions or exploring engagement developments over time might require deeper setup.
• Value scaling: When you scale past a sure contact threshold or function set, the fee can bounce considerably. Whereas not a dealbreaker for the G2 icons interviewed, this will matter for leaner groups.

Intuit Mailchimp E mail Advertising and marketing is an all‑in‑one platform finest identified for its drag‑and‑drop e-mail builder, 300+ integrations, and journey builder, which scales from one‑off newsletters to omnichannel automation. Mailchimp continues to be a go-to e-mail advertising and marketing answer for G2 tremendous customers preferring a mixture of pace and ease. 

What stood out:

• Automation with out the overwhelm. Whereas Mailchimp doesn’t provide the multi-branch complexity of some enterprise instruments, Marinos praised its breadth of automations. For his nonprofit purchasers, he makes use of pre-built automations for e-newsletter scheduling, follow-ups, and content material sequence that require minimal ongoing administration.
• Consumer-friendly by design. G2 icons agree that Mailchimp is simple sufficient at hand off to purchasers or junior teammates, which is very beneficial for businesses or consultants coaching others. The drag-and-drop builder and clear navigation scale back friction for day-to-day work.
• Simplified analytics. Mailchimp’s stories floor key metrics like open charges, click-throughs, unsubscribes, and hyperlink efficiency on one display screen. G2 icons famous how straightforward it’s to entry high-level efficiency information and drill down into particular person e-mail stats.
• Plug-and-play integrations. “Each integration I’ve created works nice,” Marinos stated of pairing Mailchimp with third-party platforms. Whether or not you’re syncing a CRM, connecting webinar instruments, or integrating cost processors, the setup is designed to be fast and painless.

What could be improved:

• Restricted customization for superior customers. Mailchimp’s automation builder works nicely for linear sequences, however it could actually’t match the branching workflows of platforms like HubSpot or Keap. For superior journey mapping, energy customers might ultimately outgrow it.
  
• Segmentation dangers with out construction. Sheeba’s concentrate on personalized outreach highlights the significance of tagging and segmentation, however with out strict hygiene, customers danger duplicate sends or mixed-up audiences. Mailchimp’s viewers administration is highly effective, but it surely requires considerate planning.
• Fewer CRM-native options. Mailchimp consists of CRM-like performance, however deeper integrations require third-party instruments or workaround setups.

In case your e-mail technique is extra about chilly outreach than advertising and marketing blasts, Smartlead is perhaps the best-kept secret in your toolkit. Whereas it skips the shiny design of conventional e-mail builders, it delivers unmatched management over deliverability and inbox repute—a should for businesses and outbound groups.

For Jimmy Rešetar, G2 Icon and Founding father of a multi-client company, Smartlead has turn into the platform of selection for managing a number of outbound accounts with out compromising sender well being.

What stood out:

• Customized automation and webhook assist. Smartlead’s energy lies in its open structure. Jimmy praised how its API and webhooks permit him to fine-tune campaigns, set off sends primarily based on exterior actions, and even run routing logic with out counting on a CRM’s automation builder. 
• Designed for high-volume outbound. Smartlead is lean, targeted, and meant for professionals working chilly outreach. Jimmy Rešetar makes use of it to handle a number of domains and inboxes throughout a portfolio of purchasers, and the flexibility to separate manufacturers whereas nonetheless having unified oversight makes it an incredible match for businesses.
• Inbox efficiency options. Deliverability is a core worth prop. Instruments like inbox rotation, warm-up sequences, and blacklist monitoring assist guarantee emails keep away from spam filters, even at scale.
• Nice admin expertise. Admins managing a number of purchasers or product strains can create separate inboxes, monitor area efficiency, and monitor sender well being, with out cross-contamination between manufacturers or groups.

What could be improved:

• Not for visible campaigns. Smartlead lacks a drag-and-drop e-mail builder, making it a poor match for manufacturers sending promotional newsletters or closely branded messages.

• Technical setup required. Jimmy acknowledged that whereas getting began is simple, unlocking the complete potential of Smartlead, particularly its integrations,  requires a little bit of technical fluency.
  

• No built-in CRM or kind builder. Smartlead assumes you have already got lead administration software program and focuses solely on outbound execution.

MailerLite proves that you simply don’t want an enterprise finances or a full-time advertising and marketing crew to run superbly branded, constant e-mail campaigns. For solo operators like Leigh Matthews, a G2 Icon and the founding father of Remedy in Barcelona, the platform hits a uncommon steadiness between approachability and professionalism.

What stood out:

• Constructed for novices who need to launch shortly. MailerLite helps customers ship polished campaigns in minutes. With its drag-and-drop editor and prebuilt templates, no technical setup is required, making it a go-to for solo professionals.
• Easy, targeted UX. MailerLite’s UI is stripped down in one of the best ways. Leigh emphasised how intuitive it’s, even for professionals with no formal background in advertising and marketing. This makes it particularly beneficial for small service-based companies that may’t afford to spend hours studying complicated software program.
  
• Nice for e-mail newsletters. A number of respondents used MailerLite primarily for sending constant e-newsletter updates, monitoring open charges, and constructing light-weight automation for follow-ups.
• Elegant, polished outcomes with out design expertise. With prebuilt templates and a light-weight drag-and-drop editor, MailerLite lets customers ship on-brand emails in minutes. It’s ideally suited for newsletters and appointment follow-ups the place readability, consistency, and accessibility matter greater than flashy inventive.

What could be improved:

• Restricted integrations. In comparison with platforms like HubSpot or Mailchimp, MailerLite helps fewer out-of-the-box integrations with third-party CRMs or webinar instruments.
• Fundamental automation builder. Whilst you can create sequences, MailerLite lacks the complexity and branching logic seen in additional superior instruments.
• Characteristic lock-in by tier. Some helpful options, like superior segmentation or A/B testing, are solely out there on paid tiers, which can shock free plan customers.

In the event you’ve ever tried working a small enterprise with a patchwork of disconnected instruments, you’ll perceive the enchantment of Keap. Constructed from the bottom as much as serve impartial consultants and digital entrepreneurs, Keap eliminates device chaos by folding e-mail advertising and marketing right into a broader enterprise automation engine.

That’s precisely why Nancy Seeger, G2 Icon and CEO of a digital company, selected Keap to energy her operations.

What stood out:

• Automation on the core. Nancy emphasised that “all the system is constructed for automation.” From welcome sequences to guide scoring, contact tagging, and process creation, Keap lets customers construct a {custom} logic system that displays their consumer lifecycle.
  
• Built-in CRM that simplifies segmentation. With strong contact data and built-in tagging, Keap permits granular segmentation with out having to bolt on third-party CRM software program. Nancy makes use of this to automate nurture sequences primarily based on behavioral information, like clicks or web site visits.
• Arms-off deliverability. Keap consists of built-in area well being monitoring and bounce controls to cut back the necessity for exterior instruments like GlockApps or MailMonitor.
• Nice for digital affords and programs. Enterprise homeowners working teaching, on-line lessons, or recurring affords have been capable of automate total onboarding and upsell sequences with little ongoing enter.

What could be improved:

• Studying curve for superior options. Nancy acknowledged that whereas the interface is accessible, constructing extra complicated automations and workflows takes time to study, particularly for customers who aren’t accustomed to flowchart logic or conditional branching.
• Reporting feels outdated. Whereas Keap does provide marketing campaign and contact-level reporting, Nancy famous that this space might use refinement. The analytics provide the fundamentals (opens, clicks, supply fee), however multi-touch attribution or visible dashboards nonetheless really feel clunky.
• Not designed for giant groups. Keap shines in solo or small-team environments. It’s much less ideally suited for corporations that require superior permissions, massive advertising and marketing groups, or multi-department collaboration.

Whereas some e-mail platforms chase complexity and omnichannel dominance, Fixed Contact stays grounded in reliability, ease of use, and sensible reporting. It’s a device that favors small groups seeking to launch newsletters, occasion invitations, and promotions shortly and get measurable outcomes with out heavy configuration.

That’s why Rahul Agarwal, G2 Icon and Digital Advertising and marketing Supervisor, continues to depend on it throughout a number of campaigns.

What stood out:

• Simple setup. Rahul emphasised how straightforward the platform is to study, particularly for junior crew members or these new to e-mail advertising and marketing. Its drag-and-drop e-mail editor and clear dashboard make onboarding easy, and there’s no want for coding or technical experience to launch a marketing campaign.
• Good reporting for necessities. Whereas Fixed Contact doesn’t provide deep advertising and marketing automation, it does embrace segmentation instruments and stories which can be “sufficient for many small groups,” based on Rahul. He’s capable of analyze opens, clicks, unsubscribes, and checklist habits with out counting on exterior instruments.
• Trusted for recurring outreach. Fixed Contact’s templated method is very well-suited for organizations that ship common newsletters, occasion invitations, and content material roundups. Rahul makes use of it to remain in contact with audiences by way of a number of touchpoints, all from one dashboard.
• Dependable for fundamental campaigns. Whereas it might not have the automation depth of instruments like Keap or HubSpot, it’s a strong selection for easy e-mail blasts, form-based checklist constructing, and bulletins.

What could be improved:

• Restricted automation options. Fixed Contact lacks behavioral workflows, dynamic branching, or conditional triggers. In case your technique consists of lead scoring or complicated drip journeys, this possible isn’t your platform.
  
• Design customization is fundamental. Whereas templates are straightforward to make use of, they’re additionally considerably inflexible. Organizations in search of extremely custom-branded or coded emails might really feel restricted by the editor’s limits.
  
• Not ideally suited for scaling. Rahul’s use case highlights the device’s candy spot: regular, repeatable communication for small to mid-size groups. However as companies develop into multi-channel campaigns or begin demanding extra built-in CRM capabilities, they could ultimately outgrow what Fixed Contact affords.

Signed, sealed, and delivered

Whether or not you’re in search of intuitive instruments that simplify e-mail creation, platforms that combine seamlessly together with your CRM, or options that prioritize deliverability and efficiency, there’s one thing right here for each use case.

Some platforms are perfect for solo creators and small companies who want fast setup and clear design. Others stand out for his or her automation depth, serving to groups construct complicated workflows that drive long-term engagement. Outbound-focused instruments provide exact deliverability controls, whereas all-in-one programs assist centralize advertising and marketing efforts in a single interface.

Every advice on this checklist comes from professionals who use these platforms every single day. Their insights present how the correct e-mail advertising and marketing device doesn’t simply ship campaigns; it powers all the buyer journey.

In the event you’ve used any of those instruments or have one other favourite, think about sharing your expertise by leaving a evaluate on G2. Your suggestions helps our neighborhood develop and make higher choices.