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ActiveCampaign

Marketing Automation
★4.6•11,000 G2 reviews

Small to mid-sized businesses and ecommerce brands that want powerful, flexible marketing automation (email-first) with strong segmentation and workflow capabilities, and optionally a built-in CRM for sales follow-up.

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Quick Overview

Pricing
From ~$15/month (Lite) for 1 user (billed monthly; pricing scales by contacts)
Details
No permanent free tier (free trial available). Marketing plans typically include Lite, Plus, Professional, and Enterprise; pricing scales primarily by contact count and features. Entry pricing commonly starts around $15/month for ~1,000 contacts on Lite (monthly billing). Higher tiers add CRM/sales automation, attribution, predictive features, custom reporting, SSO, and dedicated support.
G2 Rating
4.6 / 5.0
Capterra
4.6 / 5.0
Comparisons
Featured in 1 comparison

Key Features

  • Visual automation builder (multi-step workflows, branching, goals, wait conditions)
  • Email marketing (templates, personalization, A/B testing, deliverability tools)
  • Segmentation & tagging (behavioral and attribute-based audiences)
  • CRM & sales automation (pipelines, deals, tasks; available on higher tiers)
  • Integrations & API (native integrations, webhooks, Zapier/Make connectivity)

Pros

  • +Very capable automation and segmentation for the price compared with many enterprise tools
  • +Large integration ecosystem and solid API/webhooks for connecting data and events
  • +Good balance of email marketing + automation + (optional) CRM in one platform
  • +Mature feature set for lifecycle marketing (nurture, onboarding, win-back, lead scoring on higher tiers)

Cons

  • −Pricing scales with contact count and can rise quickly as lists grow or advanced tiers are needed
  • −Learning curve for building and maintaining complex automations and data hygiene
  • −Some advanced features (attribution, predictive, SSO, dedicated support) are gated behind higher tiers

ActiveCampaign in Our Comparisons

Marketing Automation20 min read

ActiveCampaign vs Mailchimp vs HubSpot Marketing Hub vs Klaviyo vs Brevo (formerly Sendinblue) - 2025 Honest Review & Comparison

Comparing ActiveCampaign, Mailchimp, HubSpot Marketing Hub & more. Honest marketing automation software reviews with pricing, features, pros/cons. Updated Dec 2

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Emily Rodriguez
Updated December 2025