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Master Client Management: The Best Email Marketing Software for Agencies
Manage Clients, Customize Campaigns, and Boost ROI
Megan Smith
May 16, 2025
The more elements you add, the more complex the system. That's why managing email marketing for an agency, with multiple team members and clients, is such a challenge.
Every brand you represent will have its own goals and demands. They may span different industries or target different audiences. Each will have a unique style and personality.
You need a flexible platform that lets you easily handle multiple accounts and tasks. The right email marketing agency software will go the extra mile with white-label reports, customizable automations and campaigns, and seamless integration with other tools.
It's no secret that I think beehiiv takes first place, but this guide takes you through the features you need and other popular software. Let's find the right fit for you.
Table of Contents
Why Agencies Need Specialized Email Marketing Software
Individual email marketing can be challenging all on its own. In an agency setting, those difficulties multiply.
The Unique Challenges Of Running Email Campaigns For Clients
What makes agency email marketing harder?
Logistics
You don't want to juggle various logins and platforms, which only leads to confusion and wasted time. Look for tools with multi-account management and centralized dashboards that let you avoid spreadsheets.
Email marketing is also the most popular channel for automation. Save time on repetitive tasks and reduce human error with automation and AI solutions. That way, you can focus on developing strategies and nurturing client relationships.
Collaboration
Communication and collaboration are key. Your platform allows multiple team members to work together. You should be able to track assignments and share material easily.
Client Management
Deliver the personal touch to your clients — and each of their customers.
Clients have high expectations of the agencies they hire. Ensure brand consistency with customizable templates and design elements.
You should also customize and personalize their campaigns with advanced segmentation and targeting capabilities. Expanding personalization is a top priority with marketers across the board. It's time to go beyond basic name-dropping.
White-Label Branding and Reports
Your clients expect professional updates. The right email campaign management software should provide all the advantages of white-label branding and thorough analytics. Then, you can customize performance reports with your logo and branding.
Integrations
What tools do you use?
It seems obvious, but make sure that your choice integrates with your marketing necessities. Most marketers think their service is only adequately integrated with other tools, and a full 15% call the integration poor.
How The Right Software Can Save Time And Boost ROI
Email marketing leads the field when it comes to the return on investment (ROI). That's a good thing since the two top key performance indicators (KPIs) for email marketing are growing revenue/sales and increasing customer retention.
You and your clients can maximize your gains with the right email marketing software. More than 50% of marketers report that their ROI has doubled (or more) compared to the year before.
How can the right solution help?
Workflow automation tools take care of repetitive tasks, giving you back hours in your day. Exporting custom reports also means there's no need to draw them up from scratch.
Advanced features further increase your return. For example, 80% of customers are more likely to purchase a personalized email experience. Campaigns are more efficient and tailored, they perform better.
Efficiency also helps the bottom line. With tools designed for robust analytics, you can generate detailed reports in minutes instead of hours. Show — and increase — the value your agency delivers.
By streamlining operations and enhancing campaigns, the best platforms help agencies grow their clients’ businesses while scaling their own.
The Best Email Marketing Agency Software I’ve Tested
beehiiv is the best email marketing agency software. It lets you take care of all your accounts with tailored strategies and zero headaches.
A Powerful Platform With White-Label Capabilities
Keep the focus on your clients and promote your services with white-label email marketing.
Agencies understand the power of branding. Clients want their email campaigns to feel like a natural extension of their identity, and beehiiv makes it possible to add personalized branding to emails, dashboards, and reports.
Reports that feature your brand also encourage clients to have confidence in your services rather than only in the tools you use.
The Best Software For Managing Multiple Clients
Handling multiple clients shouldn't feel like spinning plates with one hand while you juggle hammers with the other.
beehiiv simplifies multi-client management with a centralized interface that lets you move between clients and newsletters. It organizes information and gives you control over team access and permissions.
A Feature-Rich Tool With Advanced Automation
Take care of multiple campaigns, clients, and deadlines with beehiiv. Whether you need to scale up your operations or sharpen your strategies, it has all the features you need.
Effortless Automation Tailored for Smarter Scaling
Be more efficient. Master email marketing automation with everything from welcome emails to milestone celebrations.
The customizable grid automation builder allows you to design journeys tailored to each brand's needs. Add time delays, conditional actions, or specific triggers to create a seamless flow that feels hyper-relevant to your audience.
You can even automatically personalize material to create meaningful customer interactions. Dynamically insert names, preferences, or past behaviors into your campaigns, making every message feel like it’s crafted just for them.
Advanced Tools to Measure and Amplify Impact
Data helps you create a roadmap for success, showing you what’s working, what isn’t, and where you need to focus next. Look at reports on subscribers, individual campaigns, acquisition channels, and cohorts.
Straightforward, visual reports provide answers fast. Interactive elements like polls and surveys enhance engagement and supplement analytics with real-time feedback directly from your audience.
Customization and Ease of Use
Managing multiple clients often means high complexity, but users rave about beehiiv's intuitive platform. Setting up the pages, surveys, and automations couldn't be easier...everything you need.
Plus, comprehensive features eliminate the need for extra tools and coding headaches. (That's particularly nice for people like me who can't code and get anxious at the suggestion they might have to.)
Growth Tools
Powerful growth tools help your clients expand their audiences quickly and effectively. Its built-in referral program makes it easy to encourage sharing, and you can convert website visitors with sign-up forms and gated content.
Comparing The Top Email Marketing Agency Platforms
Choosing the right email marketing software for your agency means weighing the pros and cons of each platform. This email marketing platform comparison breaks down the top options.
Mailchimp vs ActiveCampaign: Which One Works Better for Agencies?
Efficiency, scalability, and client-focused tools top the list of agency requirements. Both MailChimp and ActiveCampaign offer powerful features, but which excels in meeting these demands?
Here's a breakdown of their strengths and weaknesses to help you decide.
Automation Capabilities
ActiveCampaign stands out with its advanced and flexible automation builder. It allows agencies to create highly personalized workflows to handle lead nurturing and tailored follow-ups.
MailChimp's automations is powerful but straightforward. They lack the nuanced customization that agencies often require for more complex strategies.
On the other hand, Mailchimp's AI-powered features, like automated copy recommendations, save some users time.
Analytics & Reporting
Agencies require actionable insights so they can make informed decisions for clients.
ActiveCampaign gives agencies comprehensive reporting tools. Advanced analytics let you visualize click patterns, see campaign performance, and identify which channels bring in the highest-quality leads.
MailChimp keeps things simple. It integrates easily with platforms like Google Analytics and offers agencies a decent level of data insights. However, it doesn't have as much depth or detail as ActiveCampaign.
Usability and Setup
How comfortable are you with marketing software, and how much time do you want to invest in learning a new tool?
Known for its clean and straightforward design, MailChimp is perfect for teams looking to get up and running quickly without a steep learning curve. Extensive integrations are also available.
ActiveCampaign is more complex but rewards users with the skills or time to get the most out of the software. Agencies gain access to incredible customization and customer relationship management (CRM) integration for a holistic approach to client management and sales.
Pricing Plans
MailChimp's pricing starts low, but higher-tier plans quickly become expensive. There are also a couple of nuisance charges, such as paying for unsubscribed contacts.
ActiveCampaign’s pricing starts higher, but it matches that cost with a more comprehensive feature set, especially for mid- to large-scale operations.
Bottom Line: Mailchimp vs. Active Campaign for Agencies
MailChimp is a solid choice for agencies managing smaller campaigns or working with clients who prioritize ease of use and quick deployment.
ActiveCampaign is better for agencies seeking an all-in-one powerhouse. Its advanced automation, deep analytics, and email marketing CRM software provide the tools necessary for long-term scale and building complex campaigns.
HubSpot vs ConvertKit: A Deep Dive Into Features and Pricing
HubSpot and Kit (formerly known as ConvertKit) target different audiences with different capabilities. The better choice depends on your agency and your client roster.
Advanced Features
HubSpot is a marketing powerhouse and one of the leading automation service providers worldwide. In addition to email marketing, you can subscribe to plans for sales tools, customer service tools, or an all-in-one CRM.
You can access features like live chat widgets, advanced analytics across marketing channels, and comprehensive sales pipelines that track every movement of the customer journey. But for agencies focused on email marketing, this breadth can feel excessive or even overwhelming.
Kit operates on the opposite end of the spectrum. It focuses on monetization features and clean, streamlined email features.
Agencies catering to creators or wanting an email marketing platform for small businesses may appreciate tools like minimalist campaign management and the ability to sell paid newsletters or digital products.
Ease of Use
Even teams with little technical knowledge can master Kit quickly — and so can clients who want to play a more active role in content creation. Straightforward navigation and creative options minimize the need for onboarding and handholding.
HubSpot packs far more tools and functionality, but agencies unfamiliar with robust platforms may find the initial setup and navigation daunting.
Pricing
HubSpot deserves its reputation for high costs, but it does offer a generous free plan. The plan doesn't include premium features, but it enables you to store, access, and email nearly unlimited contacts (up to one million), with some limitations.
Premium features require a significant investment, and agencies need to weigh whether the wealth of features is worth the wealth they need to invest.
Kit's free plan includes unlimited emails for up to 10,000 subscribers, making it an appealing option for smaller agencies or startups, but there are fewer advanced features.
Bottom Line: HubSpot vs. ConvertKit for Agencies
Choose HubSpot if your agency is larger and requires an all-in-one powerhouse and the ability to coordinate across campaigns and channels.
Go with ConvertKit if your agency prioritizes simplicity, caters to creators, and manages projects with fairly straightforward requirements.
Why I Recommend beehiiv for Agencies Managing Newsletters
Even better, go with beehiiv, the best solution for agencies managing newsletters.
White-Label Branding Advantages
One of beehiiv's strongest features is its white-label email marketing capabilities.
Your agency can fully customize branding on newsletters, dashboards, and even analytics reports. Present campaigns as a seamless extension of your clients’ brands.
Streamlined Multi-Client Management
beehiiv simplifies multi-client management with a centralized dashboard that keeps all client accounts neatly organized. Switch between campaigns without logging in and out repeatedly (saving precious sanity as well as time).
Additionally, beehiiv offers granular control over user permissions. You decide which team members handle which accounts for smooth collaboration and less miscommunication.
Advanced but Intuitive Automation
From automatic audience segmentation to engagement-triggered actions, the platform makes it fast and easy to run highly personalized campaigns at scale. You can even automate growth and retention tactics.
Plus, it's easy to use. Again, that's a benefit for both you and any clients for whom content creation and distribution is a key part of their business.
Tools for Growth and Monetization
beehiiv's monetization options are pretty sweet. One beehiiv brand — Dan Koe's The Koe Letters — nets its creator a cool two million dollars a year.
The ability to sell paid subscription options can open a new world of recurring revenue for clients. They can also offset their marketing costs with paid newsletter boosts or pay extra to be promoted in other publications.
If you have clients in similar niches, an easy recommendation tool lets you cross-promote. Referral programs take word-of-mouth marketing even further, incentivizing subscribers to introduce brands to new people.
And built-in referral programs are a beehiiv exclusive. With any other service, you'll need to pay for and integrate another tool.
It's worth mentioning that I blend research with personal experience in these articles. A valuable research resource is the website EmailToolTester and its reviews.
Wonder who recently won EmailToolTester's award for Best Newsletter Tool for 2025?
That's right. It's beehiiv.
Pricing
In addition to the best free plan for creators, beehiiv offers premium plans at prices designed to let businesses grow with manageable tiers.
Contact sales for custom enterprise options.
Key Features To Look For In Email Marketing Agency Software
The best tools cater to the complexities of agency work. Here are the key features to prioritize when comparing platforms.
White-Label Branding Options
One of the most essential features for agencies is the ability to maintain consistent, client-first branding across all communication. White-label capabilities ensure your work looks professional and tailored to each client.
beehiiv offers customizable newsletters, websites, and even mobile apps, all tailored to the client’s brand. HubSpot takes a similar approach but ties these features to higher-paid plans, which can stretch budgets.
Streamlined Client Management and Collaboration
Juggling campaigns for numerous clients can quickly become chaotic.
The truth is that most email marketing platforms offer agencies the ability to manage multiple accounts from a central dashboard, though more complex software like ActiveCampaign and HubSpot can take longer to set up.
One consideration is whether your clients want access to their accounts on the platform with their own designated roles. If they intend to be hands-off, more sophisticated tools are fine.
However, many small businesses — particularly in the creator economy — need access to publications and customer information. If so, you may need to take more tech-skill limitations than just your own into consideration.
Advanced Automation and Targeted Campaigns
Automation and personalization move the needle on campaign success from the first emails customers receive. That's why onboarding or post-purchase emails are the most frequently automated messages.
beehiiv and ActiveCampaign both take highly visual approaches to trigger-based automations and the customer journey. ActiveCampaign's multichannel options are more advanced, but it can overwhelm new users.
Detailed audience insights allow you to precisely tailor emails on both platforms. Use dynamic content and audience segmentation strategies to make sure readers only receive relevant and personalized messages.
Real-Time Analytics and Data-Driven Campaigns
Robust, real-time analytics empower agencies to refine strategies while showcasing results to clients. Tracking data effectively sets high-performing tools apart.
beehiiv’s built-in analytics stand out, especially with its free plan, offering actionable insights at no extra cost. Designed with creators in mind, it simplifies engagement tracking for smaller agencies.
On the other hand, HubSpot leads with detailed dashboards, and ActiveCampaign delivers granular reporting. Both, however, come at premium price points.
The Best Email Marketing Software For Agencies
Streamline workflows, manage multiple clients, and deliver exceptional results. The best email marketing software for agencies lets you up your game — leveling up your clients' performance, too.
The best software combines features like streamlined client management, robust automation tools, and detailed analytics. It lets agencies handle different accounts through a user-friendly but powerful platform.
Cost-effectiveness and scalability are also key. Give yourself and your clients room to grow without blowing the budget.
Your options:
Mailchimp: Its drag-and-drop editor and straightforward reporting make it ideal for smaller campaigns, although it may lack the scalability and advanced features demanded by larger clients. Pricing also escalates quickly.
ActiveCampaign: It excels in automation and CRM-like functionalities, but the powerful service has a steep learning curve.
HubSpot: The all-in-one solution integrates email marketing with sales, CRM, and content management tools. However, its premium pricing better suits to agencies handling enterprise clients with higher budgets.
ConvertKit: A creator-focused service with minimalist tools. It's easy to use but lacks the complexity larger clients and projects often require.
beehiiv: The top choice with a perfect blend of power and ease, beehiiv provides a unique suite of growth and monetization tools. Help your clients increase their customer bases and bottom lines.
Each platform has its strengths and caters to different agency needs, but beehiiv is designed for growth, delivering results while keeping both workflows and costs manageable.
Try it for yourself. Sign up for a free trial of beehiiv to take its features for a test run. We're confident it'll meet your agency's needs — and provide some valuable extras.
FAQ: Email Marketing Software Comparison for Agencies
What is the best email marketing software for agencies?
The best software varies based on an agency’s needs, but beehiiv stands out with its user-friendly design, affordable plans, and features like built-in monetization and analytics. It works particularly well for agencies managing creators and small businesses.
As for other options, HubSpot offers robust automation and CRM for enterprise-level clients but can be costly. ActiveCampaign excels in advanced automation, while Mailchimp and ConvertKit are better for smaller-scale operations.
Can agencies use white-label email marketing software?
Absolutely. White-label solutions allow agencies to deliver campaigns fully aligned with client branding, increasing their professionalism and building client trust.
What features should an email marketing agency look for?
Agencies should focus on tools that prioritize essential features to drive efficiency and results. Key considerations include:
White-label branding for seamless client experiences
Centralized client management and collaboration
Advanced automation to save time and boost productivity
Robust analytics for data-driven decision-making
Performance tracking to measure and improve campaigns
The ideal tool should align with the agency's size, simplify tasks, and deliver measurable results.
How do agencies manage multiple email marketing clients?
They use software with centralized dashboards, user permissions, and collaborative tools.
beehiiv’s intuitive interface makes organizing campaigns straightforward, while HubSpot and ActiveCampaign can cater to advanced, multi-channel marketing needs.
Why Trust Me
I'm an experienced email marketer, blog writer, and tool tester. I regularly publish on the latest trends and best practices for content marketing of all kinds. And I practice what I preach with my Minnesota-based clientele.
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