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Home › Start here › Send a newsletter or email campaign
Start here · Marketing

How to send a newsletter or mass email to your customers

To send a newsletter, you collect subscribers who agreed to hear from you, design the email in an email marketing tool and send it to your list with an unsubscribe link in every message. Email marketing software manages the list, templates, sending and reports on opens, clicks and unsubscribes. A personal inbox is built for one-to-one email, so once you're mailing a real list you need proper list management and unsubscribe handling.

By Bill Belcamino · Page updated September 23, 2026 · Our methodologyResearched and fact-checked by the HelpCompare team
How to send a newsletter or mass email to your customers
Bill Belcamino
Bottom line up frontby Bill Belcamino, founder of HelpCompare
Editorial assessment

Bottom line up front: What really drives the cost of a customer newsletter?

Your list size does: every tool here starts between $12/mo and $20/mo, and each one bills by the contacts or active profiles you keep.

Constant Contact at $12/mo and Mailchimp at $13/mo cover up to 500 contacts, ActiveCampaign's $15/mo covers 1,000 billed annually, and the free tiers stop at 250 contacts (Mailchimp) and 250 active profiles (Klaviyo). So culling isn't optional. Subscribers who never engage push you up a tier, and they also drag down the engagement mailbox providers use to decide whether your next issue reaches the inbox or the spam folder. I built a 35,000-subscriber list with my own money, and the routine that kept it healthy was plain: remove hard bounces at once, send people who've gone quiet one last re-engagement email, then suppress whoever still doesn't respond. Do the first cull before you import, and price the plan on what's left.

My read of the verified data on this page, checked against vendor sources on September 23, 2026. Disagree or spot an error? Tell Bill

How to send a newsletter or email campaign, step by step

The software this job takes

What to look for

Common mistakes to avoid

What to settle before you buy

Frequently asked questions

How do I send a newsletter?

Choose an email marketing tool, import your opted-in subscribers, build the issue from a template and send yourself a test first. Include an unsubscribe link in every issue. Review opens and clicks afterward to improve the next one.

How do I send a mass email without it going to spam?

Authenticate your sending domain, send only to people who asked to hear from you and remove addresses that bounce. Keep subject lines honest and the content clear. An email marketing tool tracks bounces and complaints so you can act on them.

Can I send a newsletter from my regular email account?

You can email a small group from any inbox, but a personal account is meant for one-to-one mail, not list sending. Once you need signup forms, unsubscribe links, templates and reports, an email marketing tool fits better. Of the 4 email marketing tools we track, Mailchimp and Klaviyo list a free plan or free tier (limits are in the table above); Constant Contact and ActiveCampaign do not.

How do I choose email marketing software for a small business?

Compare how each tool charges as your list grows, how easy the editor is for your team, and whether signup forms and automations are on the plan you'd buy. If you're switching tools, check how subscribers, consent records and templates export. The table above compares the 4 email marketing tools we track (Mailchimp, Klaviyo, Constant Contact and ActiveCampaign).

How we built this page

We start from the job, not the product. The phrasings people search for this job (for example “how to send a newsletter”) come from our research into how small and mid-size teams describe it. Which software categories the job takes is our editorial judgment. Every tool, entry price, billing unit and date comes from HelpCompare’s open dataset, recorded from each vendor’s own pricing page; nothing is estimated, and where a vendor publishes no price we say so. We take no affiliate commissions and publish no scores of our own. See our methodology or download the data from Open Data.

More jobs in Marketing

Cite this page: HelpCompare, “How to send a newsletter or mass email to your customers”, helpcompare.com/start/send-newsletter/ (updated ).

Source links on this site are checked every month; last check . How sources are checked.

From shortlist to switched

Built for the leader who owns the selection, answers for the spend, drives the rollout, and lives with the results. HelpCompare covers the whole decision, not just the first step.

01 · CompareWhich tool fits your team, side by side.133 comparisons 02 · Price & approveSourced, dated pricing and a one-page brief for sign-off.Decision brief 03 · SwitchWhat moves, what you rebuild, what it costs.264 guides 04 · ShareDownload and cite the data. CC BY 4.0.Open data
Bill Belcamino, founder of HelpCompare
About the author

Bill Belcamino

Founder and author, HelpCompare

Engineer by training, operator by experience, marketer by choice. Bill spent eight and a half years as an engineer at HP, was COO of Auctiva (the number one third-party selling platform on eBay, past 200,000 users) and ran Google’s $70M/year search syndication partnership at Alot.com. Then he spent 13 years building his own web properties with his own money at stake. He has bought, trialled, integrated and cancelled more SaaS tools than he can count, and started HelpCompare because the real cost of switching tools is the part nobody covers.

“I’ve sat on both sides of the table: the agency recommending the tool and the client paying for it.”

Researched and fact-checked by the HelpCompare team. No paid sponsorships, no affiliate commissions.

Read Bill’s story How we verify pricingSpot an error? Tell Bill