Best CRM and email marketing tools for small businesses (with user feedback)
By DREW LARISON
Founder and CEO, Larison Media
If you’re running a small business, you already know how hard it is to stay on top of leads, customers, and follow-ups.
A few emails get lost, a customer forgets to reply, and before you know it, potential sales slip through the cracks.
That’s where a good CRM (customer relationship management system) and email marketing platform can change everything.
The right tools don’t just organize your contacts — they help you stay consistent, communicate better, and save time.
Over the past few years, we’ve tested dozens of CRM and marketing platforms across different industries. Here’s what actually works for small businesses — with honest pros and cons for each.
1. HubSpot
HubSpot is one of the most popular CRMs for a reason. It gives you visibility into every lead and customer interaction, plus powerful automation for email follow-ups and sales tracking.
Pros:
Free plan with plenty of functionality
Tracks calls, emails, and website activity
Great dashboards and reporting
Excellent marketing and sales automation
Cons:
Paid tiers get expensive as you scale
Takes time to set up workflows
Overkill for very small teams
Best for: Businesses ready to get serious about tracking leads and automating follow-up.
2. GoHighLevel
GoHighLevel (GHL) has quickly become a favorite among small business owners — especially those who rely on steady leads and reviews to grow. It’s an all-in-one marketing automation platform that handles lead capture, texting, email follow-ups, and review requests.
Pros:
Automates texts, emails, and review requests
Combines multiple marketing tools in one
Customizable pipelines and automations
Great for service businesses and agencies
Cons:
Steeper learning curve at first
Interface can feel overwhelming
Requires some setup time to unlock full potential
Best for: Small businesses that want to automate their lead nurturing, reviews, and follow-up.
3. Pipedrive
Pipedrive is a clean, visual CRM that focuses on your sales pipeline. It’s great for business owners who want a simple, visual way to see where every deal stands.
Pros:
Simple, drag-and-drop pipeline view
Easy to customize
Affordable pricing
Built-in reminders and deal tracking
Cons:
Not built for marketing automation
Basic reporting unless you upgrade
Limited integrations
Best for: Business owners who want a straightforward sales CRM without a big learning curve.
4. Mailchimp
Mailchimp is still one of the easiest tools for staying connected with customers through newsletters, updates, and promotions.
Pros:
Easy to use and set up
Affordable for small lists
Great templates for simple campaigns
Basic automations available
Cons:
Not a full CRM — limited customer tracking
Harder to manage multiple lists or audiences
Limited analytics
Best for: Small businesses that want simple, reliable email marketing without complex systems.
5. ActiveCampaign
ActiveCampaign is a step up from Mailchimp and adds strong automation tools that let you personalize and time your follow-ups.
Pros:
Powerful automation and segmentation
Excellent email deliverability
Integrates with most websites and CRMs
Scales easily as you grow
Cons:
More expensive than basic email tools
Requires setup time
Can be overkill for simple campaigns
Best for: Businesses that want advanced automation and data-driven email marketing.
6. Zoho CRM
Zoho has been around forever, and while it’s affordable and flexible, most small businesses find it clunky compared to newer options. It does the job, but the user experience can be frustrating.
Pros:
Very affordable
Customizable dashboards
Works well for basic tracking
Cons:
Dated interface
Spotty support
Steeper learning curve than it should have
Best for: Businesses that just need basic tracking and aren’t worried about user experience.
The takeaway
There’s no one-size-fits-all tool — it’s about what fits your business today.
If you’re ready to grow and want everything in one place, HubSpot or GoHighLevel will give you the most horsepower.
If you want something simpler, Pipedrive, Mailchimp, or ActiveCampaign are excellent places to start.
And if you just need a budget option for contact tracking, Zoho still gets the job done — even if it’s not the prettiest.
The right system helps you stop chasing leads and start managing growth with structure.
At Larison Media, we help small businesses build marketing systems that actually make life easier — not more complicated.