This article provides an overview of popular email marketing tools that help companies effectively interact with customers, increase conversions, and improve content personalization. Email marketing remains one of the most effective and cost-effective ways to attract customers and retain their attention, which makes choosing the right tool critical to the success of marketing campaigns. The article identifies the main categories of email marketing tools, including platforms for automating mailings, creating and designing emails, as well as for analytics and audience segmentation. The article structures the most popular solutions, such as Mailchimp, SendGrid, GetResponse, and ActiveCampaign, with an emphasis on their functions, benefits, and usage features. It also focuses on tools that offer integration with other marketing platforms, which allows you to increase the efficiency of working with customers through an omnichannel approach. It substantiates the need to choose the right tool depending on the size of the business, the level of required automation, and the specifics of the target audience. The findings can be implemented by marketers to make informed decisions when choosing email marketing platforms that will drive business growth and improve user experience.