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What Is The Best Email Platform For You?

Mailchimp, Klayvio, Hubspot or Salesforce?

Email Direct Marketing (EDM) remains one of the most powerful tools in your digital marketing arsenal. It’s cost-effective, measurable, personal, and when used well, incredibly effective at nurturing leads, building customer loyalty, and driving sales.

But with dozens of platforms out there, how do you choose the best one for your business?

In this article, we’ll explore the benefits of EDM and compare four of the most popular platforms on the market today: Mailchimp, Klaviyo, HubSpot and Salesforce.

Why Use EDM in 2025?

Despite constant changes in digital marketing trends, email continues to deliver. Here’s why:

  • Direct access to your audience – No algorithms. No reach limits. Just you and their inbox.

  • Highly measurable – Track opens, clicks, conversions, and more.

  • Personalisation – Send relevant content based on behaviour, location, interests, or purchase history.

  • Automation – Set up flows that work 24/7: welcome emails, abandoned carts, re-engagement campaigns, and more.

  • ROI – It consistently delivers one of the highest returns of any marketing channel.

Choosing the BEST EDM Platform for you: What Matters?

Before comparing platforms, consider:

  • Your business size and budget

  • Your marketing objectives (lead gen, eCommerce sales, nurture?)

  • Required features (automation, CRM, integrations, design tools, segmentation)

  • Ease of use vs. customisation

  • Reporting and analytics needs

Now, let’s look at four of the big players.

1. Mailchimp – Best for Simplicity and Beginners

Ideal for: Small businesses, startups, and those just getting started with EDM.

Strengths:

  • Easy to use with a friendly interface

  • Affordable entry-level pricing (FREE accounts available)

  • Decent automation tools

  • Plenty of templates and creative flexibility

  • Integrates with most websites and platforms

Weaknesses:

  • Automation and segmentation tools are less powerful than Klaviyo or HubSpot

  • Reporting and analytics are more basic

  • Can become limiting as your needs grow

Best EDM platform for you if: You want a cost-effective, easy-to-learn platform to get your email marketing up and running.

2. Klaviyo – Best for eCommerce

Ideal for: Shopify stores, WooCommerce businesses, and anyone focused on product sales.

Strengths:

  • Deep integration with Shopify and other eCommerce platforms

  • Powerful segmentation and dynamic product blocks

  • Advanced automation flows for carts, post-purchase, win-back, and more

  • Real-time data syncing

  • SMS marketing built-in

Weaknesses:

  • Designed primarily for product-based businesses – not ideal for B2B or service-based

  • Can get pricey as your contact list grows

Best EDM platform for you if: You run an online store and want a tool built from the ground up for eCommerce success.

3. HubSpot – Best for Medium Enterprise+ B2B and CRM-Driven Campaigns

Ideal for: Medium-sized businesses that need an all-in-one marketing, sales, and CRM system.

Strengths:

  • Seamless integration between email, CRM, landing pages, and sales pipelines

  • Advanced lead scoring and lifecycle tracking

  • Excellent for B2B nurture flows and long buying cycles

  • Comprehensive reporting tools

  • Scales well as your business grows

Weaknesses:

  • Can be overkill (and expensive) for smaller businesses or those just starting out

  • Complex setup and learning curve

  • Often requires ‘in-app purchase’ style add-ons, to access or unlock certain features – packages can get pricey!

Best for you if: You’re a service-based business or B2B company needing a powerful all-in-one platform with sales/marketing alignment.

What About Salesforce? Powerful, But Often Overkill for SMEs

Salesforce is one of the most recognised names in marketing automation and CRM, but it’s often misunderstood – especially by SMEs looking for an EDM solution.

The Appeal

Salesforce Marketing Cloud offers:

  • Enterprise-grade automation and personalisation

  • Sophisticated customer journey mapping

  • AI-driven insights (with Einstein)

  • Seamless integration with the broader Salesforce CRM stack

It sounds impressive, and it is. But it comes with a steep price tag and a complex setup.

The Reality for SMEs

  • Most small and medium businesses don’t need the depth of functionality Salesforce offers

  • Licensing costs, implementation fees, and the need for specialist support or an admin can quickly eat into marketing budgets

  • For many SMEs, simpler platforms like Klaviyo, HubSpot, or Mailchimp offer 90% of the value for a fraction of the cost and effort

Unless your business is enterprise-level, has a dedicated marketing ops team, or is already heavily invested in Salesforce CRM, you’re likely better served by a more agile platform.

⚠️ Pro tip: If a Salesforce salesperson is pushing you hard and it feels like too much — it probably is. Start with what you’ll use and grow into complexity only when needed.

To compare Mailchimp, Kalyvio, and Hubspot features, pricing and fucntions, take a look at the EDM comparison table below:

EDM Email Marketing Platform comparison table: Mailchimp, Klayvio, Hubspot features, pricing and functions. What is the best EDM platform for your business, for SMEs. Feature / Platform Klaviyo HubSpot Mailchimp Best For eCommerce businesses B2B, CRM-driven, service-based brands Startups & small businesses Free Plan Up to 250 contacts & 500 sends/mo Up to 2,000 email sends/month (CRM only) Up to 500 contacts & 1,000 sends/mo Starting Paid Plan From US$20/mo (up to 500 contacts) From US$50/mo (1,000 marketing contacts) From US$13/mo (500 contacts) Database Size Allowance Starts at 500 contacts, scales easily Starts at 1,000 marketing contacts (paid) Starts at 500 contacts (Essentials plan) Ease of Use Moderate Moderate to Advanced Beginner-friendly Email Automation Powerful eCom flows & triggers Advanced logic with CRM data Basic, linear automation CRM Integration Native eCom CRMs (Shopify, BigCommerce) Full-featured native CRM Basic contact data management Segmentation Real-time, behaviour-driven Property & lifecycle-based Tag & list-based segmentation A/B Testing Included in all paid plans Included Paid plans only SMS Integration Built-in (extra cost) Add-on only (via integration) Limited/3rd party only Templates & Design Drag/drop, product feeds Clean builder with flexible layouts Many templates, good for beginners Reporting & Analytics eCom revenue, conversion insights Advanced reporting, multi-channel view Basic unless on Standard+ plans Integrations Deep Shopify & WooCommerce support Strong across full martech stack Broad but less eCom-native Support Email/chat (priority on higher tiers) Phone/email/chat (tiered access) Chat/email, phone (Premium only)

EDM Platform Pricing For Mailchimp, Klayvio and Hubspot: What You Get at Each Tier

Price Comparison Chart: Mailchimp, Klayvio, Hubspot

Choosing the right EDM platform often comes down to what you’re paying for, and how far that spend will take you as your list grows.

Below is a high-level overview of pricing and suitability based on list size and business type.

Mailchimp Pricing: Great for Starters and Small Lists

  • Free Plan: Up to 500 contacts and 1,000 emails/month

  • Paid Plans: From US$13/month for Essentials (500 contacts); pricing scales based on contact volume and features

  • Best For: Freelancers, startups, small businesses, and DIY marketers

  • Key Features: Easy-to-use drag/drop builder, basic automation, template library, audience tags

Pros: Great for smaller mailing lists (500–5,000) and businesses just starting with email marketing.

Cons: Can get limiting as you scale or need more advanced automation/reporting.

Klaviyo Pricing: Built for eCommerce Growth

  • Free Plan: Up to 250 contacts and 500 monthly sends

  • Paid Plans: From US$20/month (500 contacts); pricing increases significantly with list growth

  • Best For: eCommerce brands using Shopify, WooCommerce, BigCommerce

  • Key Features: Revenue attribution, product feed blocks, pre-built flows, deep segmentation, SMS integration

Pros: Ideal for product-based businesses with lists of 500 to 50,000+ contacts.

Cons: Not ideal for B2B or service-driven brands.

HubSpot Pricing: Powerful for B2B and CRM-Centric Workflows

  • Free Plan: CRM included; send up to 2,000 emails/month, but only basic tools

  • Paid Plans: From US$50/month for 1,000 “marketing contacts” (those you actively email)

  • Best For: B2B companies, service businesses, SaaS, or teams that need CRM/marketing alignment

  • Key Features: Advanced workflows, lifecycle tracking, full CRM, lead scoring, sales/marketing sync

Pros: Great for B2B teams with 1,000–10,000+ contacts, multiple funnels, and longer buyer journeys.

Cons: Pricing and complexity can climb quickly as you add features and contacts.

Salesforce: Enterprise Power with an Enterprise Price Tag

EDM Price Comparison Chart: Mailchimp, Klayvio, Hubspot, Salesforce
EDM Platform Mailschimp, Klayvio, Hubspot, Salesforce price comparison chart. Which edm platform for your business? Best EDM platforms for small and medium size businesses. Future Marketing

Salesforce Marketing Cloud is a heavyweight platform designed for large-scale, multi-team environments. It offers impressive automation, dynamic content, and customer journey mapping…. but it’s not for everyone.

Why It’s Not a Fit for Most SMEs:

  • No clear pricing published. Estimated at USD$125–$2,000+/month, (approximately AUD$190 to $3,000+) often requiring consultants to set up.

  • Licensing costs are separate from implementation and support.

  • Requires internal resources or a Salesforce-certified partner to manage properly.

Use It If:

  1. You’re an enterprise or large mid-market brand with deep Salesforce investment
  2. You need extremely tailored, multi-touch customer journeys across channels

For most small and mid-sized businesses, platforms like HubSpot, Klaviyo, or Mailchimp will give you 80–90% of the value with far less complexity or cost.

Final Thoughts: Choosing the Best EDM Platform

There’s no one-size-fits-all solution when it comes to EDM platforms — and that’s a good thing.

  • Mailchimp is ideal for getting started quickly and affordably.

  • Klaviyo is a powerhouse for eCommerce brands looking to scale.

  • HubSpot offers deep CRM integration and advanced workflows for B2B and service businesses.

  • Salesforce is built for enterprise – but it’s often more than SMEs need.

The key is to match the platform to your goals, resources, and list size, not just the shiniest feature set.

Need help choosing the right EDM platform for your business?

Whether you’re looking to:

  • boost repeat purchase rates with post-purchase flows for e-comm
  • nurture B2B leads through multi-step journeys
  • or simply get a regular newsletter up and running

get in touch for a quick, no-obligation chat and let’s make your email marketing work harder for your business.

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