In this buying guide, we compare the Emma & AWeber email marketing platforms on automation, features, and pricing. Spoiler alert: we’re pretty fond of Emma, but we’ll call out where each platform actually wins—even when it stings a little 🤍
Disclaimer: The features, pricing, and details mentioned for each product are as of September 2025 and may have changed since then.
| Category | Emma | AWeber |
| Pricing | Starts $99/mo; Emma Lite for 10k contacts, annual contract | 14-day free trial, plans from $15/mo (Lite), $30/mo (Plus), $899/mo (Unlimited) |
| User sentiment | 4/5 average rating (500+ reviews) | 4.2/5 average rating (600+ reviews) |
| Automation & journeys | Multi-step journeys with branching, welcome and drip, API and date triggers | Behavior and tag triggers with if/else branching, ready-made flows |
| AI features | AI Assistant for writing and edits, A/B and subject tests, reporting insights | AI writes full emails and subject lines, Smart Designer, Canva integration |
| Deliverability & reliability | High deliverability (99.53% as of a 2022 review), SPF/DKIM/DMARC guidance, SFTP sync | High deliverability, auth setup, bounce handling and hygiene checks |
| Segmentation & personalization | Dynamic segments with real-time updates, dynamic content, opt-down center | Tags and custom fields, dynamic content, preference center |
| Integration ecosystem | Hundreds of integrations and open API, deep CRM syncs (Salesforce, Blackbaud, EverTrue), Shopify app, Eventbrite | 750+ integrations, PayPal, Stripe, Shopify, WooCommerce, Zapier, Google Analytics, Facebook Pixel |
| Conversion & list-building tools | Landing pages included on Essentials plan, brand controls for consistent capture | Landing pages, Smart Designer for branded templates, Canva integration |
| Support & resources | Email and phone support, live tech support Mon–Fri 7am–7pm CT, onboarding services | 24/7 phone, email, and live chat, free migrations |
| Best for | Franchises, higher ed/nonprofits, and media; consistent branding and engagement. | Small businesses needing AI assistance |
“Emma is our top-of-the-line and favorite email marketing tool”
Anna L., Senior Vice President Marketing (G2)“We have never faced failure since day one. I can say that it helps generate a positive turnover. Emma has been our favorite since the start. I decided to choose Emma as our email marketing tool and beyond any doubt it has proved itself over and over again…”
| Feature | Emma | AWeber |
| Average Rating | 4/5 (500+ reviews) | 4.2/5 (600+ reviews) |
| Setup Experience | Quick and easy setup — from minutes to hours for SPF authentication. | Quick drag-and-drop setup or optional 7-day Done-For-You service. |
| Learning Curve | Intuitive interface with guide to getting started, and Quick Start training. | Beginner-friendly with tutorials, webinars, and help docs. |
| Best for: | Franchises & multi-location teams needing centralized brand control | Small businesses and entrepreneurs wanting simple email automation. |
Emma appeals to franchises and multi-location organizations that need centralized brand control with a balance of ease and oversight. Its guided setup and training resources make it a strong option for teams that want structured onboarding and long-term consistency across different branches.
AWeber fits small businesses and entrepreneurs who want to launch campaigns quickly without a steep learning curve. With beginner-friendly tools and optional done-for-you services, it’s ideal for those who value simplicity, speed, and reliable support while scaling early-stage email marketing.
“Emma is very user friendly and insight oriented”
“The navigations to Emma are very simple and self explanatory. There is a very short learning curve and a very clean UI to use.”
| Feature | Emma | AWeber |
| Email Editor | Drag-and-drop editor with mobile design mode | Drag-and-drop editor with WYSIWYG, raw HTML mode, and Smart Designer auto-branding. |
| Template Library | Hundreds of pre-designed, mobile-optimized templates | 700+ mobile-responsive HTML templates |
| Design Flexibility | Style locking, asset sharing, template approval workflows | Customize fonts, colors, layouts, blocks; use HTML or WYSIWYG editing mode. |
| Branding Consistency | Professional templates with brand locking capabilities for consistent branding | Smart Designer auto-generates a branded template |
| Best for: | Teams requiring consistent branding across locations | Small businesses and creators who want fast, branded email setups. |
Emma gives franchises and multi-location teams the structure they need, keeping every email consistent and brand-ready. It’s ideal for organizations where control and professionalism are non-negotiable.
AWeber helps small businesses and creators launch polished campaigns quickly with minimal effort. Best for those who value simplicity, speed, and branded communication that feels effortless.
Car Talk simplified templates and optimized for mobile with clear CTAs using Emma, sustaining ~40% opens and up to 50% clicks on The Puzzler and lifting overall click rates by nearly 20%.
| Feature | Emma | AWeber |
| Trigger Options | Signup, date-based, field change, contact import, and custom API events | Subscriber actions (opens, clicks, tags, purchases), sign-ups, and time delays |
| Conditional Logic | Branching on opens/clicks; dynamic-content rules from contact fields; up to 20 branches | If/else branching with tag-based rules |
| Prebuilt Journeys | Common workflows: welcome series, re-engagement/drip, abandoned cart | Welcome, abandoned cart, lead nurture, product follow-ups, and RSS triggers |
| Journey Complexity | Multi-step workflows with Wait/Send steps and branching; automate from activity inside or outside the inbox | Automated multi-step journeys triggered by behavior and tags |
Emma gives teams structured control with branching workflows that adapt to subscriber behavior. Perfect for franchises and organizations that need guided, multi-step journeys with brand consistency at scale.
AWeber makes automation approachable with ready-to-go journeys that react instantly to customer actions. Best for small businesses that want effortless follow-ups and nurturing without technical setup.
Dogfish Head activated automated welcomes and a web-series send with Emma, with welcome emails averaging ~78% opens and 27% clicks and the series pulling ~58% opens and 33% clicks.
| Feature | Emma | AWeber |
| AI Content Creation | AI Assistant writes/rewrites email copy, fixes grammar, and adjusts tone/length to speed up campaign creation | AI writing assistant generates full emails and subject lines |
| Design Intelligence | Drag-and-drop editor with mobile design mode; brand controls lock styles and manage shared templates | Smart Designer auto-builds branded templates; Canva integration for custom edits |
| Optimization Tools | Subject line split testing, A/B content testing, click-map visualization, and detailed analytics/compare reports | AI-powered subject line generator with content optimization suggestions. |
| Predictive Features | Response Dashboard shows robust analytics that reveal subscriber insights so you can double down on what works. | Behavior-based tagging automation but no advanced predictive analytics. |
| Best For | Small businesses needing all-in-one AI help for content, design, and reporting. | Small businesses wanting AI writing help with branded templates. |
Emma gives small businesses an all-in-one AI sidekick that polishes copy, keeps branding consistent, and reveals subscriber insights. Ideal for teams that want content, design, and reporting help without juggling multiple tools.
AWeber simplifies email creation with AI that generates ready-to-send messages and branded templates. Best for businesses that want quick, polished emails without diving deep into analytics.
“Very smooth email marketing experience with Emma”
“I liked using the platform a lot, it was very smooth to use and AI suggestions were cherry on a cake truly.”
— Nirmalya N., WhatsApp Chatbots and Automation Information Technology and Services (G2)
| Feature | Emma | AWeber |
| Delivery Rate | High deliverability (99.53% deliverability as of 2022 review) | High deliverability (No official percentage stated) |
| Inbox Placement | Strong reputation management across multiple accounts | Strong reputation with ISPs |
| Deliverability Tools | Supports SPF, DKIM, and DMARC authentication with best-practice guidance to improve inboxing | Authentication setup (SPF, DKIM, DMARC), bounce handling, list hygiene checks |
| Sending Reliability | Automated SFTP Connect for steady contact syncs. | Advanced analytics, real-time link tracking |
| Best for: | Multi-location brands needing to monitor delivery and manage authentication across sub-accounts | Businesses wanting proven deliverability infrastructure with hands-on compliance guidance |
Emma helps multi-location brands keep deliverability consistent across accounts, making it easier to monitor performance at scale. It’s a fit for teams that want stability with less manual oversight.
AWeber leans into trust and transparency, giving businesses reliable inbox placement with added compliance guidance. Best for teams that want hands-on control and real-time deliverability insights.
“Emma is an excellent product for SMEs for email & SMS marketing”
“The deliverability rate of Emma was the highest we ever saw for any of our Email campaigns and we could send numerous campaigns at once that was the highlight.”
| Feature | Emma | AWeber |
| Segmentation Capabilities | Dynamic segments with real-time updates based on behavior, demographics | Segmentation using tags, custom fields, and subscriber behavior (opens, clicks, purchases) |
| Dynamic Content | Dynamic blocks that personalize per subscriber using fields or custom API events. | Dynamic email content powered by custom fields and tags. |
| Personalization Tags | Personalization/merge tags from contact fields (e.g., name, custom fields) in the editor. | Personalization using subscriber’s info and custom fields |
| Subscriber Preferences | Customizable subscription center with opt-down options | Subscriber preference center with update options. |
| Best for: | Complex audience management across multiple accounts | Businesses needing straightforward segmentation and personalization tools. |
Emma makes it easier for teams handling large audiences to deliver tailored experiences at scale. It works well for brands managing multiple accounts that need flexible control over how subscribers are segmented and reached.
AWeber keeps personalization simple and accessible, giving smaller businesses practical ways to tailor messages without complexity. It’s best for teams that want straightforward audience targeting with reliable results.
Convince & Convert used Emma’s audience-choice segmentation and sponsor-friendly newsletter format to grow and engage the daily “Definitive” readership while preserving trust and giving partners credible visibility.
| Feature | Emma | AWeber |
| Number of Integrations | Hundreds of integrations + open API | 750+ integrations across multiple categories |
| CRM Integrations | Salesforce, Blackbaud, EverTrue with deep sync capabilities | PayPal, Stripe, Shopify, WooCommerce |
| E-commerce Integrations | Shopify app; SFTP Connect for automated data sync | Zapier, Google Analytics, Facebook Pixel |
| API Flexibility | Ecommerce, landing pages, events (Eventbrite) | Ecommerce, landing pages, webinar platforms |
| Best for | Distributed brands (franchises, universities) needing centralized control with deep CRM integrations. | Creators needing diverse tool connections |
Emma is built for distributed organizations like franchises and universities that need deep CRM connections and centralized control. It shines when integrations must go beyond surface-level syncing to power long-term relationship management.
AWeber is ideal for creators and small businesses that thrive on tool diversity. With hundreds of plug-and-play connections, it helps teams quickly link their favorite apps without heavy setup.
“Emma is the best ever multi-channel email marketing software”
“Emma is the best ever email marketing software used by me with various features. The ease of use in analytics of campaigns makes my life easier… Integration of this software to my CRM is soo easy and if I get any query, their customer support is ready to help me in the quickest way.”
| Feature | Emma | AWeber |
| Starter Offer | $99/mo; Emma Lite (10,000 contacts, annual contract) | 14-day free trial |
| Most Popular | Emma Essentials — $159/mo (10,000 contacts, annual contract; adds landing pages, unlimited automation, SMS*) | Plus: $30/mo (unlimited automations, landing pages, segments, users, advanced analytics, 24/7 priority support) |
| Pricing Model | Contact-based tiers with flat monthly/annual billing; per-contact overages if you exceed your limit; custom quotes for >10k contacts; annual discounts available | Tiered plans (Free trial → Lite $15/mo → Plus $30/mo → Unlimited $899/mo, flat rate) Monthly/annual options, auto-upgrades when thresholds hit |
| Best for | Large organizations who want to scale | Small businesses and creators needing scalable, feature-rich email marketing with flexible pricing. |
Emma is designed for large organizations that need predictable pricing at scale. Its plans work best for enterprises managing massive contact lists and requiring advanced automation without worrying about capacity limits.
AWeber offers flexible pricing that grows with your business, making it a fit for small teams and creators. It’s ideal if you want powerful features like automation and analytics at a more accessible price point.
| Feature | Emma | AWeber |
| Support Availability | Email & phone support, plus Support Hub; live tech support Mon–Fri, 7am–7pm CT. | 24/7 live support via phone, email, and live chat on all plans. |
| Support Response Time | Business-hours live support; priority phone support available on Corporate plan | Well-regarded for helpful support |
| Knowledge Resources | Support Hub, Emma 101 resource hub & webinar , and video library | Guide, Knowledge Base, webinars, and virtual events |
| Onboarding Assistance | Professional Services onboarding packages (strategic kickoff, list import, custom training). | Free migration services |
| Best for | Teams wanting business-hours live help + self-serve resources; larger orgs needing priority phone support & services. | Small businesses needing hands-on support with migration and live help anytime. |
Emma is best for larger teams that want structured onboarding and business-hours live help. With professional training and resource hubs, it fits organizations that value guided setup and ongoing strategic support.
AWeber is built for small businesses that need round-the-clock assistance. With 24/7 live chat, phone, and email support plus free migrations, it’s a strong fit for teams that want quick, hands-on help at any time.
“Emma has made my job communicating to my customers so valuable!”
“Emma’s customer support is extremely superior to many other development tools I have used in the past. By using Emma to send my emails, newsletters and landing pages, I am able to get metrics that are so valuable.”
“Emma email marketing – a multi-tasker email marketing tool”
Angelika E., Marketing & Sales Lead, Retail (Brick and Mortar) Gift Cards (G2)“Emma provides ease to the users for creating and summarizing results. It is easy to update and add new contacts on this platform. It allows people to manage their list of emails. It has great integration with other applications. Users can also edit them for a long time as well. There are certain different features in this regard.”
“Emma captures any type of campaign solution”
Hanna L., Head Of Solutions Media Production (G2)“Emma has supported the creation of a content distribution resolution component; for us, it has been invaluable because it has been able to automate the marketing and sending of mass emails to promote our services… It has helped us improve the quality of our service through customer interaction.”
“We have been using Emma for a few years now”
Sarah D., Senior E-commerce Strategy Manager (G2)“We use Emma for marketing our campaigns, target our specific customers and audience as well as send targeted emails for subscriptions and promotions to our targeted customers. Sending mass emails is not a big deal now…Honestly, it works so well for us.”
