How We Rank — Methodology

The formula

Each product receives a sub-score from 0 to 10 on seven criteria. The headline score is the weighted sum of those sub-scores. Nothing is rounded up afterwards, no product is promoted for commercial reasons, and commission rates are not an input to any step.

Criterion	Weight	What we measure
Inbox deliverability	20%	Seed-list tests plus our own sends to Gmail, Outlook and Yahoo.
Automation depth	20%	Branching logic, triggers, dynamic segmentation, split testing.
Ease of use	20%	Time from signup to first campaign sent, measured on a fresh account.
Price per 1,000 contacts	15%	Monthly cost at 1,000 / 5,000 / 25,000 contacts on the entry paid plan.
Email builder & templates	10%	Template count, drag-and-drop behaviour, mobile rendering.
Integrations	10%	Shopify, WooCommerce, Zapier, major CRMs, native vs third-party.
Support	5%	Channels offered and real response time when we opened a ticket.

Why these weights

Deliverability, automation depth and ease of use carry 20% each. Deliverability, because an email that does not arrive has no other qualities. Automation, because it is the hardest thing to migrate later and therefore the most expensive to get wrong. Ease of use, because the most common failure we see is not a bad tool — it is a capable tool nobody on the team ever learned to drive.

Price takes 15% rather than more. Sticker price is the easiest thing to compare and the least predictive of whether a platform works out, so weighting it higher would reward the wrong thing. Support sits at 5% because most teams contact support rarely, though when a score there collapses we say so in plain language rather than letting the weighting bury it.

Every sub-score we assigned

Disagree with a cell? That is the point of publishing it.

Product	Inbox	Automation	Ease	Price	Email	Integrations	Support	Score
GetResponse	8.6	9.5	9.0	8.4	8.8	8.6	9.0	8.9
Omnisend	8.8	9.0	9.0	8.0	9.0	8.4	9.2	8.8
MailerLite	8.7	7.9	9.4	9.2	8.9	7.6	8.6	8.7
Brevo	8.2	8.6	8.6	9.4	7.6	8.6	7.8	8.5
Kit	9.0	8.4	8.6	7.6	7.4	8.2	8.0	8.3
ActiveCampaign	8.8	9.6	7.0	7.0	8.0	9.2	7.0	8.2

Why we publish two review scores

Every product on this site carries both a G2 score and a Trustpilot score, because the two platforms measure different things and quoting only one is how comparison sites mislead people without technically lying.

G2 verifies that reviewers are business users of the product. That makes it the better read on whether the software does its job. Its weakness is that vendors actively solicit reviews there, so scores cluster tightly — most serious B2B tools land between 4.2 and 4.6, which limits how much the number discriminates.

Trustpilot is open to anyone. That makes it noisier and complaint-heavy, because satisfied users rarely go out of their way to write. Its strength is that it captures the commercial experience the product page never mentions: surprise renewals, cancellation friction, chasing a refund.

When the two diverge sharply, that gap is information rather than noise. It usually describes a capable product wrapped in commercial practices its customers resent, and we say so on the page rather than picking whichever number suits the ranking. Neither score feeds the formula directly. Both inform the support and ease-of-use sub-scores, and a product whose ratings collapse across both sources does not enter a comparison at all.

What we get wrong

Two limits worth stating. First, we test as a small team, so our ease-of-use scores reflect a small team's experience and may not transfer to an enterprise rollout. Second, pricing moves constantly; a table accurate the day it is published can drift within weeks. Both are reasons to treat this as a starting shortlist rather than a verdict.

Corrections

If a number here is wrong, tell us and we will fix it and date the change. Write to the address on our contact page.