In this buying guide, we compare the Emma & Moosend 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 | Moosend |
| Pricing | Starts $99/mo; Emma Lite for 10k contacts, annual contract | 30-day free trial (full access, no card). Then $9/mo for unlimited emails; contact-based Pro/Enterprise tiers with optional add-ons |
| User sentiment | 4/5 average rating (500+ reviews) | 4.7/5 average rating (700+ reviews) |
| Automation & journeys | Multi-step journeys with branching, welcome and drip, API and date triggers | Event/field/bounce/complaint triggers; visual If/Else; prebuilt recipes |
| AI features | AI Assistant for writing and edits, A/B and subject tests, reporting insights | AI copy/subjects; A/B with auto-resend; Audience Discovery & product recs |
| Deliverability & reliability | High deliverability (99.53% as of a 2022 review), SPF/DKIM/DMARC guidance, SFTP sync | ~98% delivery, ~90.1% inbox; DMARC checker, spam/bounce tools |
| Segmentation & personalization | Dynamic segments with real-time updates, dynamic content, opt-down center | Advanced segments; dynamic text/images/CTAs; wide merge tags |
| Integration ecosystem | Hundreds of integrations and open API, deep CRM syncs (Salesforce, Blackbaud, EverTrue), Shopify app, Eventbrite | 80+ native integrations (+Zapier, Shopify, WooCommerce, Magento, HubSpot); API + SMTP |
| Conversion & list-building tools | Landing pages included on Essentials plan, brand controls for consistent capture | Landing pages & signup forms; autoresponders/workflows, transactional emails; real-time analytics. |
| Support & resources | Email and phone support, live tech support Mon–Fri 7am–7pm CT, onboarding services | Email + 24/5 live chat; fast replies; Academy/guides; standard onboarding |
“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 | Moosend |
| Average Rating | 4/5 (500+ reviews) | 4.7/5 (700+ reviews) |
| Setup Experience | Quick and easy setup — from minutes to hours for SPF authentication. | Easy and quick setup with a Getting Started guide. |
| Learning Curve | Intuitive interface with guide to getting started, and Quick Start training. | Intuitive interface with clear docs and guided resources for beginners. |
| Best for: | Franchises & multi-location teams needing centralized brand control | Startups and SMBs needing automation and affordability. |
Emma is best for franchises and multi-location teams that need dependable control as they scale. Its steady ratings highlight trust in environments where consistency and oversight matter most, like universities, healthcare networks, or national nonprofits managing distributed teams.
Moosend wins favor with startups and SMBs that crave speed and affordability. Its higher sentiment reflects how nimble teams can spin up automation without drowning in complexity.
“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 | Moosend |
| Email Editor | Drag-and-drop editor with mobile design mode | Drag-and-drop builder with AI writer, preview, collaboration tools |
| Template Library | Hundreds of pre-designed, mobile-optimized templates | 131+ responsive, customizable templates |
| Brand Management | Style locking, asset sharing, template approval workflows | Rich elements (images, timers, videos, products) with AI support |
| Mobile Optimization | Professional templates with brand locking capabilities for consistent branding | Manual template and style customization (no auto-branding) |
| Best for: | Teams requiring consistent branding across locations | Marketers wanting simple, code-free design with flexible templates |
Emma is best for multi-location brands that need strict brand control and polished consistency. Its structured approach ensures teams can maintain a unified visual identity across markets, making it ideal for franchises, universities, and regulated industries where design governance is critical.
Moosend caters to marketers who value speed and flexibility over rigid controls. With lightweight, customizable design options, it’s a fit for startups and ecommerce brands that prioritize agile, campaign-driven visuals to quickly adapt to seasonal promos or product launches.
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 | Moosend |
| Trigger Options | Signup, date-based, field change, contact import, and custom API events | Event, field change, bounce, complaint, and manual triggers |
| Conditional Logic | Branching on opens/clicks; dynamic-content rules from contact fields; up to 20 branches | Visual “If/Else” branching, filters, delays, split flows |
| Prebuilt Journeys | Common workflows: welcome series, re-engagement/drip, abandoned cart | Ready-made recipes (cart abandonment, onboarding, upsell, reminders) |
| Journey Complexity | Multi-step workflows with Wait/Send steps and branching; automate from activity inside or outside the inbox | Email-centric workflows with e-commerce integration |
Emma is designed for brands managing complex customer journeys, giving marketers the ability to map out multi-step, branching workflows that adapt across channels. This makes it ideal for larger organizations needing precision and control over subscriber experiences.
Moosend is tailored for ecommerce-driven teams that want ready-to-use automations like cart recovery and upsell flows. Its approach suits smaller to mid-sized businesses focused on quick wins and conversion-centered email campaigns.
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 | Moosend |
| AI Content Creation | AI Assistant writes/rewrites email copy, fixes grammar, and adjusts tone/length to speed up campaign creation | Generative AI writer to craft or refine email copy and subject lines |
| Design Intelligence | Drag-and-drop editor with mobile design mode; brand controls lock styles and manage shared templates | Drag-and-drop editor, no tech skills needed |
| Optimization Tools | Subject line split testing, A/B content testing, click-map visualization, and detailed analytics/compare reports | A/B testing with auto-resend and resend to non-openers |
| Predictive Features | Response Dashboard shows robust analytics that reveal subscriber insights so you can double down on what works. | Audience Discovery with behavior segments & product recommendations |
| Best For | Small businesses needing all-in-one AI help for content, design, and reporting. | Users wanting AI copy, A/B testing, and smart personalization |
Emma is ideal for small businesses craving an all-in-one AI boost. By surfacing actionable insights and smoothing content workflows, it helps lean teams punch above their weight—turning raw subscriber data into campaigns that feel strategically polished without hiring extra hands.
Moosend works best for cost-conscious marketers chasing smart personalization at speed. Its mix of AI copywriting and audience discovery lets startups deliver eerily relevant recommendations, ensuring even small shops can mimic enterprise-grade targeting without drowning in complexity.
“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 | Moosend |
| Delivery Rate | High deliverability (99.53% deliverability as of 2022 review) | 98% delivery rate |
| Inbox Placement | Strong reputation management across multiple accounts | Inbox placement ~90.1%, backed by CSA & M3AAWG compliance |
| Deliverability Tools | Supports SPF, DKIM, and DMARC authentication with best-practice guidance to improve inboxing | DMARC checker, spam testing, bounce tracking, bot-filtering |
| Sending Reliability | Automated SFTP Connect for steady contact syncs. | Postmastery Console with ISP reports, reputation & blacklist alerts |
| Best for: | Multi-location brands needing to monitor delivery and manage authentication across sub-accounts | Users needing affordable, reliable delivery with strong monitoring |
Emma shines for multi-location brands juggling compliance and scale. Its disciplined approach to reputation management ensures consistency across accounts, making it a safer bet for enterprises that can’t afford a single deliverability slip.
Moosend appeals to lean teams needing affordability with vigilant monitoring. With compliance baked in and tools that sniff out risks before they escalate, it gives SMBs confidence their emails won’t vanish into spam limbo.
“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 | Moosend |
| Segmentation Capabilities | Dynamic segments with real-time updates based on behavior, demographics | Advanced segmentation with custom fields and AI-powered Audience Discovery |
| Dynamic Content | Dynamic blocks that personalize per subscriber using fields or custom API events. | Personalized emails with dynamic text, images, and CTAs based on subscriber data |
| Personalization Tags | Personalization/merge tags from contact fields (e.g., name, custom fields) in the editor. | Wide range of tags (name, city, date, unsubscribe, custom fields) |
| Subscriber Preferences | Customizable subscription center with opt-down options | Basic options via custom fields |
| Best for: | Complex audience management across multiple accounts | Businesses wanting flexible segmentation and dynamic personalization |
Emma is built for organizations handling complex, multi-account audiences. Its granular control ensures every message feels on-brand, making it ideal for franchises, universities, or multi-division teams where precision isn’t optional but essential.
Moosend works best for SMBs chasing agile personalization at scale. By weaving AI-driven insights with subscriber data, it helps smaller teams punch above their weight, delivering campaigns that feel custom without enterprise overhead.
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 | Moosend |
| Number of Integrations | Hundreds of integrations + open API | 80 + native integrations (plus Zapier access to many more) |
| CRM Integrations | Salesforce, Blackbaud, EverTrue with deep sync capabilities | Native CRM integrations available (HubSpot, ActiveCampaign, Constant Contact) |
| E-commerce Integrations | Shopify app; SFTP Connect for automated data sync | Shopify, WooCommerce, Magento, OpenCart, CS-Cart |
| API Flexibility | Ecommerce, landing pages, events (Eventbrite) | Full campaign API + SMTP transactional API |
| Best for | Distributed brands (franchises, universities) needing centralized control with deep CRM integrations. | Users needing e-commerce and CRM integrations with flexible API |
Emma shines for distributed brands with layered CRM needs. Its depth of integrations and sync reliability make it a strong fit for franchises or universities where centralized oversight and multi-system harmony are mission-critical.
Moosend is ideal for leaner teams prioritizing e-commerce agility. With flexible APIs and native links to platforms like Shopify and HubSpot, it empowers SMBs to stitch together campaigns and transactional flows without enterprise overhead.
“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 | Moosend |
| Starter Offer | $99/mo; Emma Lite (10,000 contacts, annual contract) | 30-day free trial with full access, no credit card required |
| Most Popular | Emma Essentials — $159/mo (10,000 contacts, annual contract; adds landing pages, unlimited automation, SMS*) | $9/mo for unlimited emails and core features |
| 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 | Contact-based subscription; $9/mo unlimited emails → Contact-based Pro or Enterprise tiers, with optional add-ons |
| Best for | Large organizations who want to scale | Flexible; upgrade by subscriber tier or use credits to exceed limits |
Emma fits large organizations aiming for predictable scaling. Its structured tiers and custom quotes ensure enterprises can manage vast lists with confidence, making it reliable for brands juggling compliance, multi-channel, and budget stability.
Moosend appeals to startups and SMBs chasing affordability without barriers. With low-cost entry and flexible upgrades, it empowers lean teams to test, grow, and pivot campaigns quickly without long-term financial strain.
| Feature | Emma | Moosend |
| Support Availability | Email & phone support, plus Support Hub; live tech support Mon–Fri, 7am–7pm CT. | Email and 24/5 live chat support |
| Support Response Time | Business-hours live support; priority phone support available on Corporate plan | High reply rate (100 %) and fast resolution via live chat |
| Knowledge Resources | Support Hub, Emma 101 resource hub & webinar , and video library | Academy, guides and manuals |
| Onboarding Assistance | Professional Services onboarding packages (strategic kickoff, list import, custom training). | Standard support only |
| Best for | Teams wanting business-hours live help + self-serve resources; larger orgs needing priority phone support & services. | Users needing robust live chat support and self-service learning resources |
Emma supports larger organizations needing structured guidance and personalized service. With dedicated onboarding and tailored phone support, it’s best for teams that rely on dependable help to navigate complex rollouts and maintain brand-wide consistency.
Moosend works well for lean teams prioritizing quick resolutions and self-service. Its responsive live chat and accessible knowledge base empower SMBs and startups to troubleshoot on their own terms without waiting on enterprise-level processes.
“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.”
“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.”
“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.”
“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.”
