The best free email marketing tools in the UK are Brevo, MailerLite and Kit. MailerLite's free plan covers 1,000 subscribers, Brevo sends 300 emails a day with unlimited contacts, and Kit covers up to 10,000 subscribers. For automation ActiveCampaign leads, for ecommerce Klaviyo, and Mailchimp remains the best known but scales expensively.
TL;DR · LAST REVIEWED 1 SEPTEMBER 2026
- MailerLite's free plan covers 1,000 subscribers; Brevo sends 300 emails a day, unlimited contacts.
- ActiveCampaign leads on automation; Klaviyo on ecommerce; Mailchimp is the best known.
- UK marketing emails need PECR consent; the ICO publishes the rules.
UK email marketing platforms, free tiers and focus
| Platform | Free tier | Paid from (approx) | Best for |
| Brevo | 300 emails/day, unlimited contacts | ~£7/mo | Low cost email and SMS in one |
| MailerLite | 1,000 subscribers, 12,000 emails/mo | ~£11/mo | Best value for small businesses |
| Kit (ConvertKit) | Up to 10,000 subscribers | paid tiers | Creators and newsletters |
| Mailchimp | 500 contacts, 500 emails/mo | paid tiers | Beginners; 800+ integrations |
| Klaviyo | Up to 250 contacts | ~£16/mo | Ecommerce; Shopify revenue tracking |
| ActiveCampaign | No free tier | ~£12/mo | Advanced automation and CRM |
| HubSpot | Free CRM and email | paid tiers | All in one CRM led marketing |
Source: Provider published plans, mid-2026
KEY FACTS
- MailerLite's free plan covers 1,000 subscribers and 12,000 emails a month.
- Brevo's free plan sends 300 emails a day with unlimited contacts.
- Kit's free plan supports up to 10,000 subscribers for creators.
- ActiveCampaign leads on automation; Klaviyo on ecommerce; Mailchimp is the best known.
- UK marketing emails require PECR consent; the ICO sets the rules on consent and records.
Choosing an email tool by need
| If you need | Option | Note |
| The most generous free plan | Kit, Brevo, MailerLite | Free up to a subscriber or send cap |
| Advanced automation | ActiveCampaign | Multi step visual journeys |
| Ecommerce and Shopify | Klaviyo | Revenue attribution and purchase triggers |
| A built in CRM | HubSpot, Brevo | One contact record across email and sales |
| UK consent compliance | All | PECR requires consent; keep records (ICO) |
Source: Provider information and ICO, 2026
The free options
Three tools lead on free plans. MailerLite is free for up to 1,000 subscribers and 12,000 emails a month, with a clean drag and drop editor and automation included. Brevo charges by send volume rather than contacts, so its free plan sends 300 emails a day with unlimited stored contacts, which suits large but infrequently mailed lists. Kit is free for up to 10,000 subscribers and is built for creators and newsletters. Mailchimp's free plan is the most limited at 500 contacts and becomes one of the more expensive options as a list grows.
Automation and ecommerce
Beyond price, the split is by job. ActiveCampaign has the strongest visual automation builder at its price point, with multi step conditional journeys and a built in CRM. Klaviyo is the ecommerce leader, with Shopify and WooCommerce integrations deep enough to trigger flows on real purchase behaviour and attribute revenue. HubSpot bundles email with a free CRM for teams that want one contact record across marketing and sales. Match the tool to whether your priority is sending, automating or selling.
The UK compliance point
Sending marketing email in the UK is governed by the Privacy and Electronic Communications Regulations, known as PECR, alongside UK GDPR. In most cases you need consent to email an individual, and you must keep records of that consent and offer a clear unsubscribe in every message. The ICO publishes detailed direct marketing guidance. Any platform handles the mechanics, but the legal responsibility for consent sits with you as the sender, so build your list on opt in rather than bought data.
How to choose
Start from list size and budget. Under a thousand subscribers, a free plan from MailerLite, Brevo or Kit is enough. As the list grows, Brevo's send based pricing is cheaper for large lists mailed occasionally, while contact based pricing on Mailchimp climbs quickly. If you run a shop, Klaviyo earns its higher price through revenue; if you run complex sequences, ActiveCampaign does. Test deliverability on your own audience before committing, because it varies more than feature lists suggest.
DISCLAIMER
This article is editorial information, not financial advice. Kael Tripton Ltd is not authorised or regulated by the Financial Conduct Authority. Figures were correct at the last review date shown above; verify current rates and rules with the primary sources listed below before acting.
Frequently asked questions
What is the best free email marketing software
MailerLite (1,000 subscribers), Brevo (300 emails a day, unlimited contacts) and Kit (up to 10,000 subscribers) have the strongest free plans in 2026. Mailchimp's free tier is more limited at 500 contacts.
Which email tool is best for automation
ActiveCampaign has the most powerful visual automation builder at its price point, with multi step conditional journeys and a built in CRM.
Which is best for ecommerce
Klaviyo leads for ecommerce, with deep Shopify and WooCommerce integrations that trigger flows on purchase behaviour and attribute revenue to email.
Do I need consent to send marketing emails in the UK
In most cases yes. The Privacy and Electronic Communications Regulations require consent to email individuals, and you must keep records and offer an unsubscribe. The ICO publishes the rules.
Is Mailchimp still worth it
Mailchimp remains strong for beginners and for its large integration ecosystem, but its free plan is limited and pricing scales steeply, so Brevo or MailerLite often offer more for less.
SOURCES
- ICO: direct marketing and PECR – accessed 1 September 2026
- GOV.UK: data protection – accessed 1 September 2026
