In this buying guide, we compare the Emma & Mailshake 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 | Mailshake |
| Pricing | Starts $99/mo; Emma Lite for 10k contacts, annual contract | Starts $25/mo: Starter (1,500 sends, yearly) |
| User sentiment | 4/5 average rating (500+ reviews) | 4.7/5 average rating (300+ reviews) |
| Automation & journeys | Multi-step journeys with branching, welcome and drip, API and date triggers | Multi-step email sequences with auto-followups (reply/open/click), delays/throttling, tasks for calls/LinkedIn |
| AI features | AI Assistant for writing and edits, A/B and subject tests, reporting insights | SHAKESpeare AI writer, A/B testing, Lead Temperature |
| Deliverability & reliability | High deliverability (99.53% as of a 2022 review), SPF/DKIM/DMARC guidance, SFTP sync | High deliverability; warm-up, SPF/DKIM checks, spam/blacklist monitoring, throttled & multi-mailbox sending |
| Segmentation & personalization | Dynamic segments with real-time updates, dynamic content, opt-down center | Tags/filters in Lead Catcher; merge-field personalization; unified inbox |
| Integration ecosystem | Hundreds of integrations and open API, deep CRM syncs (Salesforce, Blackbaud, EverTrue), Shopify app, Eventbrite | 1,000+ via Zapier + native CRM (Salesforce, Pipedrive, HubSpot); LinkedIn automation & dialer |
| Conversion & list-building tools | Landing pages included on Essentials plan, brand controls for consistent capture | Prospecting add-ons: Data Finder and Ready-to-Use Mailboxes; Chrome extension. |
| Support & resources | Email and phone support, live tech support Mon–Fri 7am–7pm CT, onboarding services | Email support; help center & guides; 1-on-1 onboarding on Sales Engagement plan only |
| Best for | Franchises, higher ed/nonprofits, and media; consistent branding and engagement | SDR/sales teams, founders, and agencies running multi-channel cold outreach |
“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 | Mailshake |
| Average Rating | 4/5 (500+ reviews) | 4.7/5 (300+ reviews) |
| Setup Experience | Quick and easy setup — from minutes to hours for SPF authentication. | Quick and easy — setup in minutes to hours for setting up DNS record. |
| Learning Curve | Intuitive interface with guide to getting started, and Quick Start training. | User-friendly with a Getting Started guide walks you from setup to first campaign. |
| Best for: | Franchises & multi-location teams needing centralized brand control | SDR & sales teams, founders, and agencies doing multi-channel cold outreach (email, phone, social) |
Emma is built for franchises and multi-location teams where consistent branding is non-negotiable. Its streamlined setup and intuitive interface reduce onboarding friction, making it easier for dispersed teams to stay aligned without needing constant hand-holding.
Mailshake shines for sales-driven teams and agencies that thrive on speed and outreach volume. With high user ratings and multi-channel flexibility, it empowers SDRs and founders to scale campaigns fast—ideal when aggressive prospecting is central to growth.
“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 | Mailshake |
| Email Editor | Drag-and-drop editor with mobile design mode | Plain/rich-text editor with HTML source option; AI Email Writer drafts copy |
| Template Library | Hundreds of pre-designed, mobile-optimized templates | Template manager with reusable templates; start sequences with built-in email templates |
| Design Flexibility | Style locking, asset sharing, template approval workflows | Mail merge personalization, A/B testing for emails/sequences, and HTML edits |
| Branding Consistency | Professional templates with brand locking capabilities for consistent branding | Reusable templates plus account-level signatures for consistent messaging |
| Best for: | Teams requiring consistent branding across locations | Sales leaders/reps and agencies running cold-outreach campaigns |
Emma is built for franchises and multi-location teams where consistent branding is non-negotiable. Its approval workflows and locked brand controls keep every send polished, ensuring distributed teams stay aligned without slowing campaigns down.
Mailshake shines for sales-driven teams and agencies that thrive on speed and outreach volume. Its lightweight editor and outbound focus help SDRs and reps launch personalized campaigns quickly, making it ideal when rapid prospecting trumps design-heavy polish.
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 | Mailshake |
| Trigger Options | Signup, date-based, field change, contact import, and custom API events | Auto-followups based on replies, opens, and link clicks; time delays and sending windows |
| Conditional Logic | Branching on opens/clicks; dynamic-content rules from contact fields; up to 20 branches | If/then steps that pause/stop on reply, branch on opens/clicks, and route prospects to Lead Catcher |
| Prebuilt Journeys | Common workflows: welcome series, re-engagement/drip, abandoned cart | Sequence templates / playbooks for common cold-outreach flows |
| Journey Complexity | Multi-step workflows with Wait/Send steps and branching; automate from activity inside or outside the inbox | Multi-step email sequences with delays, throttling, A/B tests, and tasks for phone/social touchpoints |
Emma is built for marketing teams that need complex customer journeys. Its multi-branch workflows and multi-signal triggers help franchises, universities, and nonprofits guide contacts through nuanced paths (welcome, nurture, re-engage) while keeping every touch brand-consistent.
Mailshake shines for SDRs and outbound teams driving prospecting volume. With reply detection, Lead Catcher routing, and multi-touch sequences, it’s best for agencies, founders, and B2B teams who need speed and precision to convert cold leads into warm conversations.
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 | Mailshake |
| AI Content Creation | AI Assistant writes/rewrites email copy, fixes grammar, and adjusts tone/length to speed up campaign creation | SHAKESpeare AI for email writing and sequences |
| Design Intelligence | Drag-and-drop editor with mobile design mode; brand controls lock styles and manage shared templates | Plain/rich-text editor (HTML optional); no AI design tools |
| Optimization Tools | Subject line split testing, A/B content testing, click-map visualization, and detailed analytics/compare reports | A/B testing for emails/sequences; scheduling windows and throttling |
| Predictive Features | Response Dashboard shows robust analytics that reveal subscriber insights so you can double down on what works. | SHAKEspeare AI copy; Lead Temperature (Hot/Warm/Cold); A/B testing + Lead Drivers show which steps convert. |
| Best For | Small businesses needing all-in-one AI help for content, design, and reporting. | Sales-focused email writing and sequence optimization |
Emma is designed for small businesses that want AI to do the heavy lifting across campaigns. With an AI Assistant that polishes copy, analytics that expose what resonates, and built-in optimization tools, it’s ideal for lean teams who need reliable guidance without hiring extra hands.
Mailshake leans into sales-focused outreach with SHAKESpeare AI. Its AI-driven copywriting, Lead Temperature scoring, and A/B testing for sequences make it best for SDRs, founders, and agencies looking to sharpen cold outreach and quickly see which messages move the needle.
“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 | Mailshake |
| Delivery Rate | High deliverability (99.53% deliverability as of 2022 review) | High deliverability |
| Inbox Placement | Strong reputation management across multiple accounts | Link tracking via subdomain, reply tracking |
| Deliverability Tools | Supports SPF, DKIM, and DMARC authentication with best-practice guidance to improve inboxing | Warm-up, DKIM/SPF checks, spam-score & blacklist/bounce monitoring |
| Sending Reliability | Automated SFTP Connect for steady contact syncs. | Sending calendar & throttling, auto-pause on quota, and multi-mailbox sending |
| Best for: | Multi-location brands needing to monitor delivery and manage authentication across sub-accounts | Sales teams needing strong cold-email deliverability controls |
Emma is best for multi-location brands and enterprises that need bulletproof delivery across distributed teams. Its biggest benefit is reducing the risk of reputation dips when many users are sending at once, giving marketing leaders peace of mind that every campaign actually reaches inboxes.
Mailshake fits sales-driven teams that rely on cold outreach as their growth engine. Its strength is protecting sender reputation at scale, so reps can push volume confidently while keeping response rates healthy.
“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 | Mailshake |
| Segmentation Tools | Dynamic real-time segments with behavioral targeting | Tags and filters in Lead Catcher; view by status/engagement |
| Custom Fields | Up to 25 custom fields (name, location, preferences, birthday) | Mail-merge variables from CSV/CRM (name, company, and custom fields) |
| Dynamic Content | Personalized content blocks within single emails | Personalize subject/body with merge fields; A/B variants per step |
| Subscriber Management | Customizable subscription preferences and opt-down options | Prospect management with unified inbox |
| Best for: | Sophisticated audience targeting and content personalization | Sales teams running personalized cold outreach at scale |
Emma is designed for marketers who need sophisticated audience management across multiple campaigns. Its strength lies in creating nuanced targeting that ensures subscribers see content aligned with their behavior, which is especially powerful for brands juggling diverse demographics or locations.
Mailshake caters to outbound sales teams aiming to scale personalized cold outreach. By tying personalization tightly to engagement and prospect status, it helps SDRs and agencies keep conversations warm and relevant.
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 | Mailshake |
| Total Integrations | 500+ via Zapier plus native integrations | 1,000+ via Zapier plus native CRM connections |
| CRM Integrations | Salesforce, Blackbaud, EverTrue, HubSpot | Salesforce, Pipedrive, HubSpot (native) |
| Ecommerce Platforms | WordPress, WooCommerce, Shopify via integrations | Connect via Zapier/Make (no native ecommerce focus) |
| Specialized Tools | Nonprofit CRMs (Blackbaud, Kindful), event platforms | LinkedIn automation, dialer systems, calendar tools |
| Best for: | Marketing teams with diverse tool stacks | Sales teams needing quick CRM/calendar/Slack connections with Zapier reach |
Emma is built for marketing teams managing broad, mixed tool stacks. With strong nonprofit CRM and event platform connections, it’s ideal for organizations balancing multiple channels and needing smooth data sync across marketing, fundraising, and ecommerce systems.
Mailshake is tailored for sales teams that thrive on speed and direct CRM alignment. Its deep hooks into platforms like Salesforce and Pipedrive make it best for SDRs and agencies prioritizing prospecting workflows, where instant sync between calendars, dialers, and outreach tools keeps momentum high.
“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 | Mailshake |
| Starter Offer | $99/mo; Emma Lite (10,000 contacts, annual contract) | $25/mo; Starter (1,500 sends, yearly billing) |
| Most Popular | Emma Essentials — $159/mo (10,000 contacts, annual contract; adds landing pages, unlimited automation, SMS*) | Email Outreach — $45/mo (2 inboxes, unlimited sends, rotation, personalization, advanced scheduling/throttling, unified inbox; Salesforce/Pipedrive/HubSpot; 1,000+ via Zapier) |
| 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 | Tier-based pricing: Starter $25/mo → Email Outreach $45mo → Sales Engagement $85/mo yearly); unlimited sends from Email Outreach up → Agency plan (custom) with unlimited email addresses. Add-ons: Data Finder $17/mo; Ready-to-Use Mailboxes $11/mo |
| Best for | Large organizations who want to scale | Sales teams scaling cold outreach |
Emma is designed for large organizations that want predictable growth. Its contact-based billing and custom quotes for high-volume senders make it practical for enterprises that need steady budgeting without worrying about scaling limits.
Mailshake fits sales teams that need affordable entry with room to expand. Its low-cost tiers and optional add-ons keep costs lean at the start, while still giving agencies flexibility to scale cold outreach without a steep financial jump.
| Feature | Emma | Mailshake |
| Support Availability | Email & phone support, plus Support Hub; live tech support Mon–Fri, 7am–7pm CT. | Email support; training & support resources on all plans |
| Support Response Time | Business-hours live support; priority phone support available on Corporate plan | Quick and responsive as frequently noted in online reviews |
| Knowledge Resources | Support Hub, Emma 101 resource hub & webinar , and video library | Video guides, Ask an Expert chat, and help library |
| Onboarding Assistance | Professional Services onboarding packages (strategic kickoff, list import, custom training). | 1-on-1 onboarding call (Sales Engagement plan), self-serve setup on other plans |
| Best for | Teams wanting business-hours live help + self-serve resources; larger orgs needing priority phone support & services. | Sales teams using self-serve resources, with guided onboarding at the top tier. |
Emma works best for larger organizations that need dependable, business-hours support. With access to live experts and structured onboarding, it gives enterprises confidence that teams won’t be left figuring things out alone.
Mailshake is ideal for sales teams that thrive on speed and independence. Its self-serve resources and guided onboarding at higher tiers mean reps can get answers fast without waiting on long support queues, keeping outreach momentum strong.
“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 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.”
“Emma email marketing – a multi-tasker email marketing tool”
Angelika E., Marketing & Sales Lead, Retail (Brick and Mortar) Gift Cards (G2)“It 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.”
“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.”
