Compare email marketing platforms for UK businesses. See pricing at your list size, automation features, e-commerce integrations, and UK SMS support side by side, all in GBP.
Brevo | EmailOctopus | Kit | ActiveCampaign | MailerLite | Omnisend | Klaviyo | Mailchimp | Campaign Monitor | Drip | Dotdigital | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Est. Cost /mo (GBP) | £0/moCheapest | £0/moCheapest | £0/moCheapest | £13/mo | £14/mo | £15/mo | £22/mo | £22/mo | £24/mo | £29/mo | Get quote |
| Ratings | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| User rating | 4.6Capterra (3,204) | 4.8Capterra (653) | 4.6Capterra (236) | 4.6Capterra (2,561) | 4.7Capterra (2,273) | 4.7Capterra (833) | 4.6Capterra (528) | 4.5Capterra (17,624) | 4.5Capterra (503) | 4.4Capterra (188) | 4.4G2 (1,179) |
| Pricing & Plans | |||||||||||
| Plan | Free | Free | Free | Starter | Comfort | Standard | Essentials | Lite | Drip | Custom | |
| Pricing model | Per email volume | Per subscriber | Per subscriber | Per contact | Per subscriber | Per subscriber | Per active profile | Per contact | Per subscriber | Per subscriber | Custom (quote-based) |
| Entry price /mo | £6/mo (Starter) | £7/mo (Pro) | £0 (free to 10K) | £13/mo (Starter) | £9/mo (Comfort) | £12/mo (Standard) | £15/mo (Email) | £9.71/mo (Essentials) | £8/mo (Lite) | £29/mo | — |
| Contact billing | Unlimited contacts (billed by sends) | Active subscribers | Active subscribers | All contacts (active + inactive) | Active subscribers | All contacts including non-subscribers | Active profiles only (excludes suppressed) | All contacts including unsubscribed | All subscribed contacts | Active subscribers | Custom (negotiated by volume) |
| Free plan | Yes (300 emails /day, unlimited contacts) | Yes (2,500 subscribers, 10,000 emails /mo) | Yes (10K subscribers, 1 automation, no A/B) | No (14-day trial) | Yes (250 contacts, 2,500 emails /mo) | Yes (250 contacts, 500 emails, 60 SMS /mo) | Yes (250 profiles, 500 emails /mo) | Yes (250 contacts, 500 sends /mo) | No (free trial) | No (14-day trial) | No (demo / contact sales) |
| Email Marketing Features | |||||||||||
| Automation | Basic (Starter), Advanced (Business+) | Basic (time-based, Pro) | Basic (Free), Advanced (Creator+) | Advanced (Plus+); Basic (Starter) | Basic (Comfort), Advanced (Power) | Advanced (Pro); Basic (Standard) | Advanced (flows, triggers, predictive on every paid plan) | Basic (Essentials), Advanced (Standard+) | Basic (Lite), Advanced (Essentials+) | Advanced (visual workflow builder on every plan) | Advanced (omnichannel, AI) |
| E-commerce integrations | Shopify, WooCommerce, PrestaShop, Magento | Shopify, WooCommerce (via integrations) | Shopify, WooCommerce | Shopify, WooCommerce, BigCommerce, Magento | Shopify, WooCommerce, BigCommerce, Squarespace | Shopify, WooCommerce, BigCommerce, Magento | Shopify (deep native), WooCommerce, BigCommerce, Magento | Shopify, WooCommerce, BigCommerce, Magento | Shopify, WooCommerce, Magento, Salesforce | Shopify, WooCommerce, BigCommerce, Magento | Shopify, Shopify Plus, Adobe Commerce, BigCommerce |
| UK SMS marketing | Yes (UK supported) | No | No | Add-on (paid) | No (via integrations only) | Yes (Pro plan only) | Yes (UK supported, 5 credits/SMS) | Yes (UK SMS, paid add-on) | Add-on | No (US only) | Yes (native, omnichannel) |
| Segmentation | Advanced (behavioural, transactional) | Basic (tags, segments) | Basic (tags, segments) | Advanced (behavioural, purchase, engagement) | Moderate (interests, activity, custom fields) | Advanced (e-commerce behaviour, purchase data) | Very advanced (predictive, purchase behaviour, CLV) | Moderate (tags, predicted demographics) | Advanced (behavioural, purchase) | Advanced (e-commerce focused, revenue-based) | Very advanced (RFM, AI, behavioural) |
| A/B testing | Yes (Business+) | Yes (Pro) | Yes (Creator Pro only) | Yes (all plans) | Yes (Comfort+) | Yes (Standard+) | Yes (all paid plans) | Yes (Standard+) | Yes | Yes | Yes |
| Landing pages | Yes | Yes | Yes (Creator+) | Yes (Plus+) | Yes | Yes (limited) | Yes (limited) | Yes | Yes | No (no native landing pages) | Yes |
| Signup forms | Yes (embedded, pop-ups) | Yes (embedded, hosted) | Yes (embedded, hosted) | Yes (embedded, pop-ups, hosted) | Yes (embedded, pop-ups, hosted) | Yes (embedded, pop-ups, wheel) | Yes (embedded, pop-ups, fly-outs) | Yes (embedded, pop-ups, hosted) | Yes (embedded, hosted) | Yes (embedded, pop-ups) | Yes (embedded, pop-ups) |
| Email templates | 70+ | 40+ | 50+ | 500+ | 100+ | 250+ | 100+ | 100+ | 100+ | 50+ | 100+ |
| Deliverability | High | High | High | Very high (94% in independent tests) | High | High | Very high (e-commerce specialist) | High (89% in independent tests) | High | High | Very high (enterprise) |
| AI | |||||||||||
| AI features | Native (Aura) | Limited (AI Answers chatbot) | Native (AI subject lines) | Native (Active Intelligence) | Native (AI writing assistant) | Native (Omnisend AI) | Native (Klaviyo AI agents) | Native (Intuit Assist, 20+ AI) | Limited (AI Email Booster) | Limited (optimised sending) | Native (WinstonAI) |
| MCP / AI agents | Native MCP (official) | Via 3rd-party (Zapier) | Native MCP (official) | Native MCP (official) | Native MCP (official, beta) | Native MCP (official) | Native MCP (official) | Via 3rd-party (Zapier) | Via 3rd-party (community) | Via 3rd-party (Zapier) | Via 3rd-party (Zapier) |
| Integrations & Support | |||||||||||
| UK GDPR/PECR tools | Yes (EU-hosted, consent tools, unsubscribe) | Yes (UK-founded, consent tools, unsubscribe) | Yes (consent tools, unsubscribe, sender ID) | Yes (consent tools, unsubscribe, sender ID) | Yes (EU-hosted, consent tools, unsubscribe) | Yes (consent tools, unsubscribe, sender ID) | Yes (consent tools, unsubscribe, sender ID) | Yes (consent tools, unsubscribe, sender ID) | Yes (consent tools, unsubscribe, sender ID) | Yes (consent tools, unsubscribe, sender ID) | Yes (UK-HQ, enterprise-grade) |
| Integrations | 60+ | 20+ | 90+ | 870+ | 140+ | 130+ | 350+ | 300+ | 250+ | 100+ | 150+ |
| Reporting | Yes | Yes | Yes | Yes | Yes | Yes (revenue) | Yes (revenue) | Yes | Yes | Yes (revenue) | Yes (revenue) |
| API access | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Support | Business hours | Business hours | 24/7 chat | Business hours | Business hours | Business hours | Business hours | Business hours | Business hours | Account-managed | |
| Contract | No | No | No | No | No | No | No | No | No | No | Yes |
Estimates use each free plan where your subscriber count fits, otherwise the cheapest paid tier that covers your list size. Turn on the automation toggle to bump providers to their advanced automation tier. Brevo is priced by monthly email volume rather than contacts, so its cost changes with the Emails /mo input. Enter your current monthly cost to see your savings against each provider.
Independent, side by side breakdowns of the matchups merchants ask about most.
Our team can help you evaluate your options based on your subscriber volume, automation needs, e-commerce platform, and whether you need UK SMS.