Updated List: Best B2B Email Marketing Software (2025)

Finding the right B2B email marketing software isn’t just about picking a tool — it’s about choosing the backbone of your sales and relationship-building process.

We’ve spent years running real B2B email campaigns — from small SaaS startups to multi-million dollar companies — and we know exactly where most guides go wrong: too much fluff, not enough real help.

This guide is different:

• You’re not getting AI-generated noise or surface-level “top 10” lists.
• You’re getting a straight, experience-based breakdown
• We’ll show you what each one actually does well, where they fall short, and which one fits the way you work.

If you’re looking for a quick answer, we’ll give you that as well.

But if you’re also looking for the long answer and are serious about choosing the right tool for your B2B growth, we’ll walk you through it properly.

TLDR: B2B Email Marketing Platforms

1. Encharge – Best for serious B2B teams that want powerful automation without tech headaches.
2. ActiveCampaign – Great for businesses that need advanced automations and CRM features.
3. HubSpot – Good for companies looking for an all-in-one marketing and CRM platform.
4. MailBluster – Good for sending high-volume emails at a low cost.
5. Zoho Campaigns – Great for businesses already using Zoho’s suite of apps.
6. Constant Contact – Good for businesses focused on simple, consistent email outreach.
7. Brevo (formerly Sendinblue) – Good for growing businesses that need affordable email + SMS tools.

Yes, this was just the shower answer.

Bear with me as I break down each app’s strengths, weaknesses and lay out all the other info you should know before getting your own B2B email marketing tool.

What To Look For in a B2B Email Marketing Software

Choosing the right B2B email marketing software comes down to a few key factors:

• Automation capabilities
• CRM integrations
• Personalization features
• Analytics.

A good platform will help you nurture leads, speed up your sales cycles, and build stronger customer relationships.

1. Automation That Saves Time and Closes Deals

B2B sales usually involve longer cycles and more touchpoints.

• You need automation that can handle complex sequences…
• Not just welcome emails or abandoned carts.

Look for a tool that lets you build multi-step workflows based on user behavior, lead score, or CRM activity.

Good automation means your team spends less time on manual follow-ups and more time closing high-value deals. Ideally, the software should make it easy to tweak workflows without needing technical help.

2. CRM Integrations That Actually Work

In B2B, your CRM and email marketing need to work hand in hand.

If your email tool doesn’t sync well with your CRM, you’ll lose out on valuable data — and waste time moving things manually.

Look for native integrations with major CRMs like HubSpot, Salesforce, or Pipedrive. Even better if the software can update contact records automatically based on email engagement, lead scoring, or meeting scheduling.

3. Personalization Beyond Just “First Name”

B2B buyers expect relevant, targeted communication.

Personalization isn’t just about using someone’s first name anymore — it’s about sending the right message at the right stage of their buying journey.

Good email software should allow you to personalize based on firmographics (like company size or industry), behavioral data (what pages they visited), or past interactions with your team.

The more specific you can get, the better your conversion rates will be.

4. Reporting That Makes You Smarter, Not Busier

B2B email campaigns aren’t just about open rates and click rates — you need to know how your emails influence deals, revenue, and pipeline growth. Strong reporting can help you spot trends early and double down on what’s working.

Choose a tool that offers clear, actionable insights.

Bonus points if it ties email performance back to CRM data like deal stages or closed revenue, so you can show real business impact, not just vanity metrics.

List: 5 Best B2B Email Marketing Software

Currently, these are the top-rated B2B email marketing software: Encharge, ActiveCampaign and HubSpot’s Marketing Hub.

I’ll start with Encharge, to show you why it’s 1st on the list.

1. Encharge.io

• Our Score: 4.9/5 ⭐
• Quick Reason: Best for B2B teams that want powerful automation without tech headaches.

If you’re serious about scaling B2B email without juggling five different tools, Encharge is built for you.

You can automate complex buyer journeys, trigger emails based on real actions (like demos booked or webinars attended), and keep your team aligned — without spending weeks setting it all up.

It’s perfect for teams that want to send smarter emails, nurture leads faster, and actually move deals forward without hiring a tech specialist.

Top features for B2B email marketing:

• Visual flow builder for email automations
• Behavior-based triggers (site visits, demo bookings, webinar signups)
• Lead scoring to prioritize high-intent prospects
• CRM and sales tool integrations (like HubSpot, Salesforce)
• Advanced segmentation by behavior, company size, and more
• Stripe, Zapier, and native integrations for deeper workflows

B2B Integrations at Encharge: HubSpot, Salesforce, Stripe, Zapier, Segment, Intercom, Slack, WordPress, Calendly and over 50 other integrations.

Why we recommend Encharge for B2B: Encharge is built for teams that don’t have time to babysit their email platform. It’s fast to launch, easy to scale, and powerful enough to grow with serious B2B companies.

Key use cases for B2B companies:

• Automatically nurture leads after a demo booking
• Trigger personalized follow-ups after webinar signups
• Score prospects based on behavior (site visits, email clicks)
• Build onboarding sequences for SaaS trials or free plans
• Automate upsells, renewals, and reactivation emails
• Alert your sales team when high-intent leads take action

Encharge’s cost for B2B teams:

Note that Encharge’s pricing depends on your number of contacts.

✅ All plans come with a 14-day free trial
✅ Unlimited team members included
✅ Live chat support available

2. ActiveCampaign

• Our Score: 4.4/5 ⭐
• Quick Reason: Great for businesses that need advanced automations and CRM features.

ActiveCampaign is known for giving B2B teams serious automation power.

If you want to build detailed lead nurturing workflows, automate your sales touchpoints, and score leads based on behavior, ActiveCampaign can handle it — even for complex pipelines.

The downside? It has a steeper learning curve compared to simpler tools, and costs can climb as your contact list grows.

Top features for B2B email marketing:

• Advanced automation builder for email, CRM, and sales actions
• Lead scoring based on contact behavior
• Sales CRM built-in for managing pipelines
• Personalization based on site visits, email opens, link clicks
• Dynamic email content
• Event tracking for high-intent actions

Important ActiveCampaign integrations for B2B: Salesforce, HubSpot, Shopify, WordPress, Unbounce, Calendly, Typeform, Facebook Ads.

Key use cases for B2B companies:

• Automate lead nurturing based on email and site activity
• Score leads automatically and assign them to sales reps
• Send personalized content based on industry or behavior
• Trigger sales tasks when prospects engage with key pages
• Build onboarding flows for new customers
• Automate renewals, upsells, and cross-sells with smart targeting

For B2B, ActiveCampaign’s pricing is as follows:

Fancying ActiveCampaign? Read our detailed AC review here.

3. HubSpot

• Our Score: 4.3/5 ⭐
• Quick Reason: Good for companies looking for an all-in-one marketing and CRM platform.

HubSpot is a strong pick if you want your email marketing, CRM, sales pipeline, and customer support all under one roof. You can manage lead nurturing, customer journeys, and sales handoffs without switching tools.

The downside? Costs rise fast as your team and needs grow — and a lot of the better automation features are locked behind higher plans.

Top features for B2B email marketing:

• Built-in CRM with marketing, sales, and service hubs
• Drag-and-drop email builder with dynamic personalization
• Powerful workflow automations for marketing and sales
• Lead scoring and automated task assignments
• Landing pages, forms, and ad management included
• Detailed contact activity timelines and reporting

HubSpot’s integrations for B2B: Salesforce, Shopify, WordPress, Slack, Zapier, Calendly, LinkedIn Ads.

Key use cases for B2B companies:

• Manage full customer lifecycle in one system (marketing → sales → service)
• Build nurture sequences based on CRM stages
• Automate email follow-ups after demos and meetings
• Personalize emails and offers based on company size or industry
• Assign leads to sales automatically based on scoring
• Run cross-channel campaigns across email, ads, and CRM

Find HubSpot’s B2B pricing below:

4. MailBluster

• Our Score: 4.1/5 ⭐
• Quick Reason: Good for sending high-volume emails at a low cost.

MailBluster is a solid pick if you care more about volume and pricing than fancy workflows.

It’s built on top of Amazon SES, meaning you can send thousands of emails for a fraction of the cost of other platforms.

However, it’s not made for advanced automations or CRM syncing — it’s mostly for simple, large-scale email blasts.

Top features for B2B email marketing:

• Ultra-low cost per email (based on Amazon SES pricing)
• Simple drag-and-drop email builder
• Basic list segmentation
• One-time broadcasts and drip campaigns
• High deliverability rates via AWS
• Basic campaign analytics

Important MailBluster integrations for B2B: Amazon SES, WordPress, Zapier (via API setups), WooCommerce.

Key use cases for B2B companies:

• Send bulk newsletters and product updates at low cost
• Run cold email outreach campaigns
• Manage basic segmented lists for different buyer types
• Announce new launches to a massive database
• Save money on email sending for large lead lists

MailBluster’s pricing for B2B teams:

5. Zoho Campaigns

• Our Score: 4.3/5 ⭐
• Quick Reason: Great for businesses already using Zoho’s suite of apps.

Zoho Campaigns makes the most sense if you’re already inside the Zoho ecosystem.

It plugs right into Zoho CRM, Zoho Books, Zoho Projects, and more — making it easier to run email marketing without needing separate tools.

But if you’re not a Zoho user, the platform can feel clunky and disconnected compared to more specialized email marketing tools.

Top features for B2B email marketing:

• Tight native integration with Zoho CRM and other Zoho apps
• Drag-and-drop email editor
• Basic and advanced workflow automation
• Dynamic content personalization
• Contact scoring and email list segmentation

Zoho’s important integrations for B2B: Zoho CRM, Zoho Books, Zoho Projects, WordPress, Zapier.

Key use cases for B2B companies:

• Automate lead nurturing inside the Zoho ecosystem
• Personalize emails based on CRM data and behavior
• Build segmented lists for upsells, renewals, and demos
• Send dynamic content based on company size or deal stage
• Trigger follow-up tasks inside Zoho CRM automatically

Zoho Campaigns charges B2B teams this much:

B2B vs B2C Email Marketing Differences

B2B and B2C email marketing have very different goals, styles, and strategies.

Even though both send emails to people, the way you approach each one needs to be adjusted based on who you’re talking to and what drives them to act.

To put it very shortly:

• B2B = logic, relationships, and slower decisions.
• B2C = emotions, excitement, and fast actions.

Below is a full breakdown.

1. Audience Mindset

In B2B marketing, you’re speaking to professionals who make decisions for their companies. They care about efficiency, profitability, and solving specific problems. It’s not about personal taste — it’s about what will help their business grow, save money, or operate better.

In B2C marketing, you’re talking directly to consumers who are buying for themselves. Their decisions are often driven by emotions, personal needs, or simple wants. They’re more likely to buy on impulse or because something feels exciting, fun, or urgent.

2. Buying Process

The B2B buying process is usually slower and more structured. It can involve several people:

• Managers
• Finance departments
• Even legal teams!

B2B buyers want lots of information before they commit, and they prefer building a relationship with the brand first.

In B2C, it’s usually one person making the decision. The process is faster, with fewer steps. If they like what they see, they might buy immediately, especially if there’s a good deal or a limited-time offer.

3. Content Style

B2B emails focus heavily on providing value. Think whitepapers, detailed case studies, webinars, product demos, and how-to guides. The goal is to educate the reader, answer their questions, and show why your solution is the best fit for their business.

B2C emails focus more on entertainment and emotions. You’ll often see catchy subject lines, bright visuals, discount codes, and seasonal promotions. The goal is to capture attention fast and drive a quick action, like making a purchase or signing up.

4. Email Frequency and Tone

B2B emails are usually sent less often but contain more in-depth information. The tone is professional, clear, and built on trust. Businesses don’t want spam — they want helpful insights that move them closer to a smart decision.

B2C emails are more frequent and casual. Brands aren’t afraid to send daily or weekly promotions. The tone is friendly, fun, and sometimes even a little cheeky, depending on the audience.

The goal is to stay top of mind and make buying feel easy and exciting.

All B2B Email Marketing Tools Compared

FAQ: B2B Email Marketing

1. Does email marketing work for B2B?

Yes — email marketing is one of the best ways to build relationships, deliver value, and generate high-quality B2B leads.

It keeps you in front of decision-makers without relying on algorithms or cold calls.

2. What is the best platform for B2B email marketing and why?

The best platform for B2B email marketing is Encharge because it combines powerful automations, behavior-based targeting, and CRM integrations — without the tech headaches. It helps B2B teams move leads faster through the pipeline and close more deals with less manual work.

3. What’s the future of B2B email marketing?

The future of B2B email marketing is all about smarter personalization, AI-driven automation, and creating authentic, human connections.

Expect dynamic content that adapts to buyer behavior, automation that feels personal, and deeper integration with CRM and social channels — all designed to build real trust and drive better results.

4. What are the Do’s and Don’ts of B2B email marketing?

In B2B email marketing, do personalize your messages, create strong subject lines, provide real value, and offer clear calls to action. Don’t send generic blasts, push hard sales pitches, ignore list hygiene, or skip tracking results.

Thank you so much for reading this,
David Ch
Head of Marketing at Encharge