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

After I want the true scoop on advertising tech, I skip shiny vendor decks and ask the folks 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 characteristic 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 platforms are nonetheless incomes their preserve in 2025, and what makes them indispensable?

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

The six instruments beneath signify the mixed expertise of a whole lot of campaigns throughout industries and group sizes. And each single decide 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 based mostly on conduct triggers, or scoring leads with surgical precision, G2 tremendous customers persistently named HubSpot’s automation depth and reporting management as key causes it earns its place of their stack 12 months after 12 months.

What stood out:

• Branching workflows with room to develop. From behavior-triggered emails to dynamic onboarding, HubSpot’s automation builder is its greatest 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 fitting path.
• Single‑pane analytics. Icons appreciated how HubSpot aggregates e-mail efficiency, pipeline metrics, and attribution in a single view; there isn’t a extra stitching studies in spreadsheets.
• Constructed‑in deliverability guardrails. In response to Alex, HubSpot is “aggressive on deliverability,” robotically filtering out low-engagement contacts to protect sender status. A number of G2 icons echoed this, citing fewer bounces and stronger inbox placement.
• Reliable knowledge 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, mentioned she makes use of the info to refine outreach.

What might be improved:

• Third-party integration requires guide steps: Whereas Ankita praised HubSpot’s vast integration help, organising and customizing sure third-party connections might require upfront configuration, particularly when aligning discipline mapping throughout programs.
• Superior analytics not intuitive: Whereas most Icons praised HubSpot’s reporting options, Alex famous that constructing attribution fashions or exploring engagement traits over time might require deeper setup.
• Worth scaling: When you scale past a sure contact threshold or characteristic set, the fee can leap considerably. Whereas not a dealbreaker for the G2 icons interviewed, this may increasingly 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 resolution 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 publication scheduling, follow-ups, and content material sequence that require minimal ongoing administration.
• Consumer-friendly by design. G2 icons agree that Mailchimp is straightforward sufficient at hand off to purchasers or junior teammates, which is particularly 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 studies floor key metrics like open charges, click-throughs, unsubscribes, and hyperlink efficiency on one display. G2 icons famous how simple it’s to entry high-level efficiency knowledge and drill down into particular person e-mail stats.
• Plug-and-play integrations. “Each integration I’ve created works nice,” Marinos mentioned of pairing Mailchimp with third-party platforms. Whether or not you’re syncing a CRM, connecting webinar instruments, or integrating fee processors, the setup is designed to be fast and painless.

What might be improved:

• Restricted customization for superior customers. Mailchimp’s automation builder works properly for linear sequences, however it could’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 deal with 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 contains 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 blasts, Smartlead may be 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 status—a should for businesses and outbound groups.

For Jimmy Rešetar, G2 Icon and Founding father of a multi-client company, Smartlead has change 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 help. Smartlead’s energy lies in its open structure. Jimmy praised how its API and webhooks permit him to fine-tune campaigns, set off sends based mostly 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 amazing 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 might 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 straightforward, unlocking the total potential of Smartlead, particularly its integrations,  requires a little bit of technical fluency.
  

• No built-in CRM or type 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 group 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 stability between approachability and professionalism.

What stood out:

• Constructed for newcomers who wish to launch rapidly. 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. 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 publication 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 perfect for newsletters and appointment follow-ups the place readability, consistency, and accessibility matter greater than flashy artistic.

What might 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. When you can create sequences, MailerLite lacks the complexity and branching logic seen in additional superior instruments.
• Function 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.

For those who’ve ever tried working a small enterprise with a patchwork of disconnected instruments, you’ll perceive the attraction of Keap. Constructed from the bottom as much as serve unbiased consultants and digital entrepreneurs, Keap eliminates software chaos by folding e-mail advertising 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 “the whole 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 shopper lifecycle.
  
• Built-in CRM that simplifies segmentation. With sturdy contact information 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 based mostly on behavioral knowledge, like clicks or web site visits.
• Arms-off deliverability. Keap contains built-in area well being monitoring and bounce controls to cut back the necessity for exterior instruments like GlockApps or MailMonitor.
• Nice for digital provides and programs. Enterprise house owners working teaching, on-line courses, or recurring provides had been in a position to automate total onboarding and upsell sequences with little ongoing enter.

What might be improved:

• Studying curve for superior options. Nancy acknowledged that whereas the interface is accessible, constructing extra complicated automations and workflows takes time to be taught, particularly for customers who aren’t aware of 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 price), 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 perfect for firms that require superior permissions, massive advertising 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 software that favors small groups seeking to launch newsletters, occasion invitations, and promotions rapidly 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 simple the platform is to be taught, particularly for junior group members or these new to e-mail advertising. 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 automation, it does embrace segmentation instruments and studies which might be “sufficient for many small groups,” based on Rahul. He’s in a position to analyze opens, clicks, unsubscribes, and checklist conduct with out counting on outdoors instruments.
• Trusted for recurring outreach. Fixed Contact’s templated strategy is particularly 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 means of a number of touchpoints, all from one dashboard.
• Dependable for primary 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 might be improved:

• Restricted automation options. Fixed Contact lacks behavioral workflows, dynamic branching, or conditional triggers. In case your technique contains lead scoring or complicated drip journeys, this possible isn’t your platform.
  
• Design customization is primary. Whereas templates are simple to make use of, they’re additionally considerably inflexible. Organizations searching for extremely custom-branded or coded emails might really feel restricted by the editor’s limits.
  
• Not perfect for scaling. Rahul’s use case highlights the software’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 provides.

Signed, sealed, and delivered

Whether or not you’re searching for 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 efforts in a single interface.

Every advice on this checklist comes from professionals who use these platforms on daily basis. Their insights present how the fitting e-mail advertising software doesn’t simply ship campaigns; it powers the whole buyer journey.

For those who’ve used any of those instruments or have one other favourite, think about sharing your expertise by leaving a evaluation on G2. Your suggestions helps our neighborhood develop and make higher selections.