Best Email Marketing Software for B2B in 2025

Most business owners are now becoming increasingly aware of the advantages of email marketing software tools, recognizing that these advancements will enable them to enhance their business communication endeavors. However, many still find it hard to determine a clear list of benefits that would earn implementing such programs in their business.

To demonstrate that there is indeed much to reap from high-quality email marketing tools, we’ve written this guide for you to have an elaborate look at what this kind of software has to offer.

When searching for the best email marketing tool for smaller businesses or enterprises, it is best to sign up for a demo or a few free trials and starter unpaid plans from prominent email marketing software providers. You will then be given the chance to see the software for yourself and check its key elements. You will also have a better grasp of what is email marketing software. Browse our B2B email marketing software reviews: Freshmarketer reviews, HubSpot Marketing, Maropost Marketing Cloud, MailerLite, ActiveCampaign, and vcita. Then, try services that presently possess the highest SmartScore rankings and Customer Satisfaction Rating.

Examining some of the most well-known email marketing software alternatives may also be a good idea. Read our Top 10 Alternatives to ActiveCampaign guide for your reference.

B2B Email marketing platforms can be used by any company dealing with a huge customer database, aiming to sum up contacts in one location and carry out information in an organized manner. The niche and scale of the business are mostly insignificant, but there are a few certain situations where demand generation software is required:

• Businesses seeking to deliver relevant information via email newsletters. In every business, customers often have to be onboarded in order to buy a product, which is the exact reason why email marketing solutions are here. Businesses implement them to deliver relevant information to their customers via email newsletters and let them sign up on their platform in order to collect information.
• Businesses seeking to carry out leads with ‘enticing’ and ‘one-time’ promotional offers. Businesses can use email marketing solutions to carry out enticing offers than can attract leads and turn them into customers.
• Businesses seeking to customize their emails. Email templates customization is the major advantage of email marketing tools. Customization is applicable to logos, slogans, and any other related information. This feature establishes strong relationships with your customers, letting them feel that they are your most valuable asset.

• Freshmarketer: A marketing automation software helping marketing teams to provide more tailored customer experiences and form better relationships with sales teams.
• HubSpot Marketing: An advanced email marketing system that delivers all your marketing endeavors together, helping your team increase traffic and conversions.
• Maropost Marketing Cloud: A web-hosted digital marketing tool that helps businesses unify, automate, and optimize the way they interact with their customers across various mediums.
• MailerLite: A dynamic email marketing solution that boasts features for increasing subscriber network and improving email marketing drives.
• vcita: An all-in-one business management and customer service software created for business owners and professionals, including educators, accountants, and lawyers, among others.

For a more extensive list of products, you may want to take a look at our Top 20 Email Marketing Software rankings. You will see a much broader range of products for comparisons there.

From free and basic tools to expensive and precise programs, B2B email marketing software solutions have a plethora of types. In terms of features, many programs only summarize contact lists. Others are more powerful and enable email newsfeed personalization,  customer behavior and conversion rates monitoring and comparison, and even custom branding. Moreover, deployment is an integral component, of which there are:

• Software-as-a-service (SaaS) email marketing systems. These are commonly paid monthly and are hosted on the server of the vendor. The business owner does not install, update, and maintain the system.
• On-premise email marketing systems. These are covered with one license and are presented on the local server of the client. They are considered the most costly ones because they call for complex setup and periodic hardware installations.
• Cloud-based email marketing systems. The majority of these offer free basic subscriptions and are deemed as the most inexpensive ones because they enable universal access and clients do not have to update them or spend money for maintenance.

A B2B email marketing software must exhibit a few essential elements to help you come up with successful projects. Some of these are:

• Separated Email Lists. An email marketing software should be able to sum up contacts from any other lists and ensure that the new one is up-to-date with less manual effort. You should also be able to classify contacts based on their age, location, behaviors, preferences, or other relevant categories
• Customization. Email design refers to the email layout, subject lines, and CTAs. It plays a major role in the success of an email marketing campaign. Your app should provide you with a big customization scope to let you modify elements to prevent your email from being tagged as spam.
• Monitoring and Reporting. The measurement dashboards of email marketing systems enable you to assess your marketing results and allocate budgets accordingly. Eventually, the data can be used for making reports.
• Testing. Before sending your campaigns out, your email marketing software should be able to test and improve them first. When we say testing, we mean A/B standards, making it possible to probe separate variables instead of the entire content. The positive and negative click-through rates and spam compliance evaluators determine whether you should continue with a campaign or stop it instead.
• Auto-responders. This is also a necessary feature of email marketing software. Auto-responders automate a huge part of your marketing tasks and grow conversions by simply letting senders know that their emails have been received. They can also be used to inform regular clients about discounts and promotions and verify their subscriptions on your website. In addition, you can offer free trials for follow-ups or information sheets to unfamiliar audiences.
• CRM Integration. Email marketing software should be able to play well with any program, and most importantly, with CRM systems. CRM integration enhances marketing-sales team relationships and increases ROI and general positive impacts of your projects. Meanwhile, your CRM will be your pivotal source of customer data and main competitive data, which can turn your relationship with your customers into an entertaining and productive experience.

For a more thorough list of common features and modules available in most systems, read our What Is Email Marketing Software guide.

Email marketing software for B2B is used for commercial communication with individuals/groups, typically in the form of sales, promotions, advertisement, business requests, or any similar activity targeted to boost customer loyalty and entire brand recognition. For this reason, email marketing guarantees that a business remains connected to its customers even after completed sales.

Digital communication, on its behalf, enables a business to reach literally every customer on low research and production expenses, and figure out all of their likes, dislikes, interests, and shopping attitudes by simply having a list of valuable contacts and keeping its accuracy. At the same time, customers benefit from a more customized relationship and individual treatment for support and principal information. These are how that works:

• Targeted Marketing. Truth be told, traditional marketing does not equate to targeted marketing. Gone are the days of promoting goods on TV shows, because times have changed, and so have consumer habits. Email marketing lets you reach a certain group of audiences you have selected based on well-planned criteria. Email marketing also lets you personalize the message according to what they’d assume to see.
• Measured Effects. Do you think advertising in the local newspaper is a great way for people to read it? How would you know the number of people reading it? Or have your customers actually read them? The essence of email marketing is helping you predict results, and measure effects based on them. With excellent software, you will never have to be vague and immodest when promoting your products. Instead, you will gain attainable metrics regarding your open rates, click-to-deliver rates, delivery accomplishment, or subscriber retention. As a result, you will have an idea of who are the most responsive recipients, and you will make your next campaign based on that certain group.
• Cost-Effectiveness. ROI is simply the most winning and meaningful benefit of email marketing software since you are not supposed to print anything nor hire a third party to advertise your work. Email marketing turns $1 of investment into $40 of profit, the Direct Marketing Association says. Hence, you should consider it for your campaigns too.
• Easier Sharing. Email makes the sharing of marketing materials easier as it only takes a few seconds to do so. The objective is to encourage subscribers to share your content with others who are not included in your contact list. You are the conclusive beneficiary, of course,  because you gain exposure and credibility based on it.
• Brand Awareness. Remind customers about your brand so that they would consider you in the future. Every additional email brings value to your marketing approach. This is how you remind them to stay put even without deals on the horizon, and to be in a much more likely place to be selected than competitors who market conventionally.

When choosing the best email marketing software, price is one of the most necessary factors to consider. Price is typically identified by the type of payment method you choose. Here are the three common payment methods:

• Free. Some email marketing software are free to use. There are also providers who offer free versions of subscription plans, which are suitable for small and growing businesses.
• Monthly Plans. Monthly subscriptions are, most probably, the most well-known pricing plans today. Plans are billed every month; hence businesses find it easier to try out solutions. These plans suit those who only want to spend a manageable amount of money without overcommitting to a software brand.
• Yearly Plans. A yearly plan fits businesses that are already fixed on a program for a long period of time. These ones are commonly priced cheaper than monthly plans, but unsubscribing is quite challenging.

Choosing the perfect email marketing software for a business will never be that easy. Various businesses have various needs. Therefore, you really must find one that caters to your requirements.

You also have to find one that has more chances of being used by your business. Although this may seem like a difficult task, you have to keep in mind that buying the perfect software is only the beginning.

You would need to get familiar with the software and enforce best practices as time passes by. Your team would undergo training and perhaps you would experience some misunderstandings. You should assume the worst and be ready for software implementation exhaustively.