European Email Marketing Software compared
Email marketing software automates the creation, sending and tracking of campaigns, newsletters and transactional emails. It is bought by marketing teams, ecommerce stores and publishers who need to reach audiences at scale without manual list management or coding each send.
The tools differ most in how deeply they handle segmentation and personalisation, whether they include SMS or web push alongside email, the ecommerce integrations they support and how they price contacts versus sends. Some are built for marketers who want drag-and-drop simplicity, others for developers who need API-driven workflows.
In short
- GetResponse suits teams that need an all-in-one platform with built-in webinars and AI website building, beyond just email campaigns.
- Inxmail fits large-scale senders prioritising reliability and deep CRM integrations like Salesforce or SAP.
- Mailcoach is for developers or technically minded marketers who want open-source flexibility and pay-per-email pricing.
- Moosend and Omnisend focus on ecommerce, with strong automation for cart abandonment and Shopify-native workflows.
Providers
All providers at a glance
| Provider | HQ | From | Rating | Free plan | EU hosting | Open source |
|---|---|---|---|---|---|---|
| Brevo | 🇫🇷 FR | $10.80/mo | 4.4 / 5 · 13086 reviews | |||
| MailerLite | 🇱🇹 LT | $12/mo | 4.5 / 5 · 6365 reviews | |||
| Omnisend | 🇬🇧 GB | $11.20/mo | 4.6 / 5 · 3745 reviews | |||
| Moosend | 🇬🇧 GB | $9/mo | 4.5 / 5 · 1871 reviews | |||
| GetResponse | 🇵🇱 PL | $19/mo | 4.3 / 5 · 2876 reviews | |||
| Mailcoach | 🇧🇪 BE | €9.99/mo | 4.6 / 5 · 1292 reviews | |||
| Clever Elements | 🇩🇪 DE | €10 | – | |||
| rapidmail | 🇩🇪 DE | €59/mo | 4.2 / 5 · 5769 reviews | |||
| CleverReach | 🇩🇪 DE | €15/mo | 4.0 / 5 · 345 reviews | |||
| Mailjet | 🇫🇷 FR | $9/mo | 4.1 / 5 · 4466 reviews | |||
| Friendly Automate | 🇨🇭 CH | 5 CHF/mo | – | |||
| Inxmail | 🇩🇪 DE | €70/mo | 4.1 / 5 · 131 reviews | |||
| Mailpro | 🇨🇭 CH | 464.32 TRY | 3.0 / 5 · 12 reviews | |||
| MailUp | 🇮🇹 IT | 48 €/mo | 1.2 / 5 · 718 reviews |
What users care about in email marketing software
Recurring themes across the user reviews we collected for the tools on this page.
Ease of campaign creation
Users consistently praise drag-and-drop editors and ready-made templates for speed, but some platforms still force workarounds for responsive mobile designs or lack template variety. Rapidmail and MailerLite are often singled out for simplicity.
Praised for this:GetResponserapidmailCleverReachMailproMailjet
Customer support responsiveness
Fast, knowledgeable support is a recurring highlight, especially for GetResponse, Inxmail, and MailerLite, but Mailpro and Mailjet users report inconsistent or slow responses that disrupt workflows.
Praised for this:GetResponseInxmailrapidmailCleverReachMailpro
Automation depth and usability
Users value pre-built workflows and visual builders, as in Moosend or Mailcoach, but CleverReach and Omnisend are criticised for limited depth or rigid templates that restrict complex use cases.
Praised for this:MailUpMoosendOmnisendMailcoachFriendly Automate
Deliverability and reliability
High inbox placement is a core expectation, and Inxmail, Mailpro, and MailerLite are frequently praised for it, but Mailjet users report aggressive spam filtering that blocks legitimate campaigns.
Praised for this:GetResponseInxmailCleverReachMailproMailjet
Pricing transparency and flexibility
Pay-per-email or volume-based models from Mailcoach, Mailjet, and Brevo are appreciated for predictability, but CleverReach and Rapidmail are criticised for costs that scale poorly with list size or feature needs.
Praised for this:MailjetMoosendMailcoachBrevoCleverReach
Integration breadth
Inxmail and Mailpro stand out for native connections to major CRMs and CMS platforms, while GetResponse and MailerLite are criticised for limited or workaround-heavy integrations.
Praised for this:InxmailCleverReachMailproMailUpFriendly Automate
What to look for
Segmentation depth
Look for dynamic list segmentation based on behavior, custom fields and purchase history. Static lists are the baseline; advanced tools let you target users who clicked a link but did not buy.
Ecommerce integrations
Check native connectors for your stack. A tool with Shopify, WooCommerce and Magento plugins saves weeks of development compared to one that only offers a generic API.
Pricing model
Compare contact-based vs send-based pricing. Contact models can become expensive with large lists of inactive subscribers, while send-based models reward engagement.
Deliverability tools
Look for built-in spam testing, dedicated IP options and warm-up features. High deliverability is the difference between a campaign that lands in the inbox and one that disappears.
Frequently asked questions
What does email marketing software actually do?
It automates the creation, sending and tracking of email campaigns, newsletters and transactional emails. Good tools also handle subscriber management, segmentation, A/B testing and analytics without requiring code or design skills.
Which European email marketing tools have a free plan?
Brevo, MailerLite, Mailjet, CleverReach, Omnisend, Mailpro and rapidmail all offer free plans. These typically cap subscribers, sends or features, but are enough to start testing the platform.
How does Brevo compare to Mailchimp for ecommerce?
Brevo offers native integrations with Shopify, WooCommerce, PrestaShop and BigCommerce, plus transactional email and SMS in one platform. Mailchimp has broader brand recognition but often requires more setup for EU-based stores. Brevo’s EU hosting and ISO 27001 certification are built-in.
Can I use MailerLite for transactional emails?
No, MailerLite focuses on marketing campaigns and newsletters. For transactional emails like order confirmations or password resets, consider Mailjet or Brevo, which support both marketing and transactional use cases.
Which tool is best for Shopify stores?
Omnisend, CleverReach and Brevo all have deep Shopify integrations, including abandoned cart emails and product recommendations. Omnisend is built specifically for ecommerce and combines email with SMS automation.
Are there open-source email marketing tools from Europe?
Yes. Mailcoach from Belgium and Friendly Automate from Switzerland are open-source options. Mailcoach lets you pay only for emails sent, not contacts stored, while Friendly Automate focuses on marketing automation with EU hosting.
Do European tools handle GDPR compliance better than US ones?
European vendors typically offer built-in GDPR features like consent management, data processing agreements and EU server locations by default. US tools may require additional configuration or add-ons to meet the same standards.
Is CleverReach good for small businesses?
Yes. CleverReach offers a free plan for small senders and scales affordably with contact-based pricing. It includes drag-and-drop editors and pre-built templates, making it accessible for teams without design or coding resources.
Can I migrate from Mailchimp to a European tool easily?
Most European tools provide migration assistance or import wizards for Mailchimp lists, campaigns and templates. Brevo, MailerLite and CleverReach all support direct imports, though complex automations may need manual rebuilding.
Which tool has the best deliverability for high-volume senders?
Inxmail is known for 98 percent deliverability and has focused on this since 1999. CleverReach and Mailjet also prioritise inbox placement with dedicated IP options and warm-up features for large senders.