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A small business owner asks how much the software costs, whether it can be used for free and whether it is easy to get out of the contract. These decide 50 points out of a hundred.
Basic metrics · 73.2
+ Pricing is public and, exceptionally, tied to the number of messages sent rather than the number of subscribers, which is cheap for a large but rarely mailed list: Starter from 7 €/month (5000 messages/month)
Basic metrics: 73.2, rank 4 · ▲ 3 places
Basic metrics · 76.7
+ Pricing is public and clearly tied to the number of subscribers: Growing Business from 12 $/month and Advanced 25 $/month, plus a permanent free tier for a limited number of subscribers
Basic metrics: 76.7, rank 2 · no change
Basic metrics · 67.8
+ Prices for all tiers are publicly displayed without contacting the company: Starter 15 $/month, Plus 49 $/month, Pro 79 $/month and Enterprise 145 $/month
Basic metrics: 67.8, rank 5 · ▲ 2 places
Basic metrics · 76.3
+ Pricing is public and tied to the number of contacts: plans from 13.30 $/month and Marketing from 19 $/month, plus a free tier for a limited number of contacts
Basic metrics: 76.3, rank 3 · ▼ 1 place
– Cancellation: Cancellation terms were not found on the price list and trial pages, and no terms of use page was found on the company's site (guessed addresses and sitemap addresses returned 404).
Basic metrics · 78.0
+ Pricing is publicly shown without contacting the company: Essentials from 11 €/month and Standard 17 €/month, and the price is tied to the number of contacts, clearly tabulated
Basic metrics: 78.0, rank 1 · ▼ 4 places
– Cheapest paid plan: The price list page shows prices only after JavaScript rendering, as euro estimates (Prices displayed are estimates), and the figure could not be verified from the source page in two attempts; the static version of the price page and the price list help page do not contain the price.
Basic metrics · 56.0
+ The only clearly domestic option: Finnish Liana Technologies Oy (Oulu), Finnish-language interface and support, and data processing in the EU
Basic metrics: 56.0, rank 6 · no change
– Cancellation: Cancellation terms were not found on the product page or in the price list section, and no separate terms page was found among the front page links. The price list page address returned 404.
Weights are fixed. All companies are measured on the same scale. Read the full methodology.
| Buying motive | What is measured | Scale | Weight |
|---|---|---|---|
| Cheapest paid package QUESTIONHow much does the cheapest paid package cost per month? | The monthly price of the cheapest paid package according to the price list page, with the smallest number of contacts. | 10 or less = 100 points, 75 or more = 0, directly proportional in between. Price in the currency in which the company displays it (€ or $). | 22 p |
| Free use QUESTIONCan I try or use the programme for free? | Whether a permanent free package is available or only a time-limited free trial. | Permanent free package = 100, free trial only = 50, neither = 0. | 15 p |
| Termination QUESTIONCan I easily get out of the contract? | Whether the customer can end the order themselves from their own account at any time. | At any time from own account = 100, ends at the end of the billing period = 70, not stated or requires contacting = 0. | 13 p |
| Basic metrics | Digital quality, transparency, reachability and AI quality score | Basic metrics × 0.5 | 50 p |
Email marketing software handles newsletters, subscriber lists, automations and reporting for a company. The services differ a lot in pricing model, free-tier limits and data location. We compared six email marketing programs used in Finland by whether the real monthly price and pricing model are revealed, whether the service states the free-tier limits and where your data is located before you register.
Pricing publicly displayed without contacting (25), free version or free trial and its limits stated (15), pricing model (subscribers or sends) clearly stated (15), EU or GDPR data location and data protection stated (15), contract term and cancellation stated (10), Finnish-language interface and support (10), owning company stated on the site (10)
Transparency is 30% of the basic metrics, i.e. 15% of the total points · these metrics make up its 100 points · the full formula and the other pillars
How to read the comparison correctly: Half of the points come from buyer's questions, i.e. things the buyer finds out before deciding. The other half measures how openly the company publishes its prices, terms and contact details. Clear differences in points indicate a genuine difference: one tells you the price immediately, another only after logging in. Close scores should not be read as a ranking order, because every measurement has a margin of variation. The measurement accuracy and the full calculation formula are open in the methodology.
Customer experience is brought into the assessment separately. We also collect customer feedback and customer experiences about companies through separate surveys. The survey results will be added to the overall assessment later.
Pricing is fragmented. Some services charge by number of subscribers (Mailchimp, ActiveCampaign, GetResponse, MailerLite), some by the number of messages sent (Brevo). The same list size can cost very different amounts depending on how often you send. Compare against your actual use, not just the lowest starting price.
The free tier is not unlimited. Most have a free version or trial, but it is limited by subscriber or send volume and strips out features. The cheapest tier can end up too thin in practice as your list grows. Check the free-tier limits and the price of the next tier before you start.
Data location varies. Brevo, MailerLite, GetResponse and the Finnish LianaMailer are European operators whose data processing is focused on the EU. Mailchimp and ActiveCampaign are American. If you process personal data as a data controller, the data location and GDPR practices are an essential selection criterion. We show the owning company for each one.
Every company is measured with the same public formula: half of the points come from buyer's questions and half from basic metrics, which have four pillars: technical quality, transparency, reachability and AI quality score. Ranking cannot be bought, and you can see the origin of each point on the company's profile. Read the full methodology →
The price depends on the pricing model and the size of your list. The cheapest paid tiers in the comparison start from about 7 euros or a little over 12 dollars a month, and the price grows with the number of subscribers or sends. Most also have a free tier or a free trial. The comparison shows each service's pricing model and cheapest tier.
First find out whether you pay by the number of subscribers or by the number of messages sent. Then calculate the size of your own list and your sending frequency and compare them with the price list. The same list can cost very different amounts depending on the model, so the lowest starting price alone does not tell you the real monthly cost.
It depends on the service. For the European providers in the comparison (Brevo, MailerLite, GetResponse and the Finnish LianaMailer), data processing is focused on the EU. The US-based Mailchimp and ActiveCampaign offer a GDPR data processing agreement, but data is not in the EU by default. A data controller should consider data location when processing personal data.
Of the six services in the comparison, one, LianaMailer, is Finnish and Finnish-language (Liana Technologies Oy, Oulu). The other five are international, with interface and support in English. We show the owning company for each one.
The free pre-analysis shows every item where your company loses points and which rank fixing it is enough for. The paid analysis shows what the items are and how to fix them.
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