Best Marketing Automation Software in 2024

We have evaluated 26+ providers to determine the best marketing automation software in the following list.

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Marketing Automation

Entry Price
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$39/month

ActiveCampaign

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Rank 1

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Specializing in customer experience automation, ActiveCampaign combines email marketing with CRM and sales automation. It empowers businesses to build complex automation sequences to personalize customer experiences in the finest detail.

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8.5/10
Ease of Use
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9.3/10
Support
Show details
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Pricing
1,000 Contacts
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$39
5,000 Contacts
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$99
25,000 Contacts
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$286
100,000 Contacts
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$687
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Support
Email
Yes
Chat
Yes
Phone
Yes
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Features
No. of Emails
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10,000
Users
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1
Drag & Drop Builder
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Yes
Dynamic Content
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No
Geo-Tracking
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Yes
Landing Pages
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No
CRM
info
No
A/B Testing
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Yes
Segmentation
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Yes
SMS
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No
Analytics
info
Yes
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Marketing Automation
Automation Builder
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Yes
If/Else Conditions
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Yes
Website Tracking
info
Yes
Go-To Actions
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Yes
Goal Actions
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Yes
Tags
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Yes
Contact Scoring
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No
Automation Splits
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No
Predictive Sending
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No
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Integrations
No. of Native Integrations
73
API Access
Yes
Salesforce
Yes
WordPress
Yes
Shopify
Yes
Zapier Triggers
19
Zapier Actions
23

Pros

  • Best marketing automation capabilities on the market

  • Flexible plans, pay only for what you need

  • Wide range of integrations available

  • Excellent customer support

Cons

  • No free plan available

  • Advanced marketing automation features require the highest-tier plan

  • Can be overwhelming for beginners

Entry Price
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$50/month

Hubspot

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Rank 2

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HubSpot, a leader in inbound marketing, integrates email marketing with a full suite of CRM tools, ideal for businesses seeking a comprehensive growth platform.

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8.6/10
Ease of Use
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7.5/10
Support
Show details
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Pricing
1,000 Contacts
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$20
5,000 Contacts
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$96
25,000 Contacts
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$416
100,000 Contacts
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$1,616
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Support
Email
No
Chat
Yes
Phone
No
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Features
No. of Emails
info
2,500
Users
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Unlimited
Drag & Drop Builder
info
Yes
Dynamic Content
info
Yes
Geo-Tracking
info
Yes
Landing Pages
info
Yes
CRM
info
Yes
A/B Testing
info
No
Segmentation
info
Yes
SMS
info
No
Analytics
info
Yes
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Marketing Automation
Automation Builder
info
No
If/Else Conditions
info
Yes
Website Tracking
info
No
Go-To Actions
info
No
Goal Actions
info
Yes
Tags
info
No
Contact Scoring
info
No
Automation Splits
info
No
Predictive Sending
info
No
icon
Integrations
No. of Native Integrations
153
API Access
Yes
Salesforce
Yes
WordPress
Yes
Shopify
Yes
Zapier Triggers
23
Zapier Actions
54

Pros

  • Multi-language content

  • Contact and company scoring

  • Email health reporting

  • Marketing asset comparison reporting

  • Quick support

  • Extensive integrations available

Cons

  • Doesn't offer SMS service

  • High pricing

Entry Price
info
$99/month

Ortto

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Rank 3

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Ortto focuses on data-driven email marketing, providing analytics and automation tools that help businesses understand and engage their audience more effectively.

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9/10
Ease of Use
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2.2/10
Support
Show details
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Pricing
1,000 Contacts
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$99
5,000 Contacts
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$99
25,000 Contacts
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NA
100,000 Contacts
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NA
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Support
Email
No
Chat
No
Phone
No
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Features
No. of Emails
info
20,000
Users
info
5
Drag & Drop Builder
info
Yes
Dynamic Content
info
Yes
Geo-Tracking
info
Yes
Landing Pages
info
No
CRM
info
Yes
A/B Testing
info
No
Segmentation
info
Yes
SMS
info
No
Analytics
info
Yes
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Marketing Automation
Automation Builder
info
Yes
If/Else Conditions
info
Yes
Website Tracking
info
Yes
Go-To Actions
info
Yes
Goal Actions
info
Yes
Tags
info
Yes
Contact Scoring
info
No
Automation Splits
info
Yes
Predictive Sending
info
No
icon
Integrations
No. of Native Integrations
21
API Access
Yes
Salesforce
Yes
WordPress
No
Shopify
Yes
Zapier Triggers
4
Zapier Actions
6

Pros

  • Offers time-zone based email delivery

  • Retains data for 90 days

  • Offers audience re-targeting

  • Offers dashboard builder

  • Excellent marketing automation suite

Cons

  • No contact details to connect with their support or sales team in case of any query

Entry Price
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$25/month

Brevo

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Rank 4

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Brevo distinguishes itself with a streamlined approach to email marketing and CRM, focusing on intuitive design and efficiency, making it an ideal choice for businesses seeking a solution for their marketing and sales needs.

In top 3 for

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9.1/10
Ease of Use
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5.8/10
Support
Show details
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Pricing
1,000 Contacts
info
$25
5,000 Contacts
info
$25
25,000 Contacts
info
$25
100,000 Contacts
info
$25
icon
Support
Email
Yes
Chat
No
Phone
No
icon
Features
No. of Emails
info
20,000
Users
info
1
Drag & Drop Builder
info
Yes
Dynamic Content
info
Yes
Geo-Tracking
info
Yes
Landing Pages
info
No
CRM
info
Yes
A/B Testing
info
Yes
Segmentation
info
Yes
SMS
info
Yes
Analytics
info
No
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Marketing Automation
Automation Builder
info
Yes
If/Else Conditions
info
Yes
Website Tracking
info
Yes
Go-To Actions
info
Yes
Goal Actions
info
No
Tags
info
Yes
Contact Scoring
info
Yes
Automation Splits
info
Yes
Predictive Sending
info
No
icon
Integrations
No. of Native Integrations
64
API Access
Yes
Salesforce
Yes
WordPress
Yes
Shopify
Yes
Zapier Triggers
3
Zapier Actions
2

Pros

  • Unlimited contacts

  • Very clean interface for the many available features

  • Comes with a free base version of a CRM, live chat & chatbot widget, and meeting management

  • Send time optimization on the business plan

Cons

  • Responses to support queries take a long time

  • Removing their branding from emails costs extra on the starter plan

  • Pricing by email volume is unfavorable for those who send more than 8 emails per month & contact

  • Landing pages cost extra

Entry Price
info
$25/month

Rejoiner

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Rank 5

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Specializing in cart abandonment and email retargeting, Rejoiner helps primarily ecommerce businesses recover lost sales through tailored email strategies and services.

In top 3 for

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9.2/10
Ease of Use
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7/10
Support
Show details
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Pricing
1,000 Contacts
info
$25
5,000 Contacts
info
$100
25,000 Contacts
info
$445
100,000 Contacts
info
$1,195
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Support
Email
No
Chat
Yes
Phone
Yes
icon
Features
No. of Emails
info
Unlimited
Users
info
Unlimited
Drag & Drop Builder
info
Yes
Dynamic Content
info
Yes
Geo-Tracking
info
No
Landing Pages
info
No
CRM
info
No
A/B Testing
info
Yes
Segmentation
info
Yes
SMS
info
No
Analytics
info
Yes
icon
Marketing Automation
Automation Builder
info
Yes
If/Else Conditions
info
Yes
Website Tracking
info
Yes
Go-To Actions
info
Yes
Goal Actions
info
Yes
Tags
info
Yes
Contact Scoring
info
Yes
Automation Splits
info
Yes
Predictive Sending
info
No
icon
Integrations
No. of Native Integrations
24
API Access
Yes
Salesforce
No
WordPress
No
Shopify
Yes
Zapier Triggers
1
Zapier Actions
9

Pros

  • Offers Revenue Reporting

  • Generates Customer Profiles based on purchase history, browsing behavior, marketing interactions, in-store, and catalog data

  • Easy to use

Cons

  • Does not revert to the support queries

Show more
  • Our ranking considers every plan that providers offer. We evaluate each plan independently and then use a weighted calculation model to determine an overall score for each provider.

The turn of the 21st century saw the world being propelled into a digital age, and with it came an unprecedented amount of technological advances. One of these advancements was the introduction of automation in nearly every facet of digital marketing. In the particular case of email marketing, automation has allowed marketers to streamline their processes, saving time and money while still achieving desired results.

Marketing automation does not mean a marketer is no longer involved in marketing. It just eliminates the need to complete tedious tasks manually and allows the marketer to focus on the bigger picture.

We have evaluated dozens of marketing automation software providers and ranked them according to specific attributes that are most critical to automate processes effectively.

What Makes the Best Marketing Automation Software?

The best marketing automation software is one that provides a comprehensive set of tools and features to help businesses streamline their marketing efforts and increase efficiency. The key to a successful marketing automation strategy is choosing the right software, which can be a daunting task considering the plethora of options available.

In our study, we have ranked the best marketing automation software based on several key attributes that are crucial for successful marketing campaigns after conducting extensive market research and consulting with industry experts.

Marketing Automation Score Breakdown - Email Marketing Software

Automation Builder

As the name implies, an automation builder is an interface you'll use to create and modify automation rules. Most providers of marketing automation software offer a drag-and-drop interface, allowing you to quickly set up an automation sequence with minimal effort. The workflows you create can range from simple (i.e., sending emails with a certain frequency) to complex (i.e., taking into account website visits, contact scoring, etc.).

Mailchimp Automation Builder

Automation Builder inside of Mailchimp

When assessing an automation builder, we take into account if a builder is available and how well it functions. Does it offer enough options while still being straightforward? Can you quickly set up complex rules? These are the types of questions we ask.

If/Else Conditions

If/Else conditions provide a way to add conditions to your automation workflows. Traditionally used in programming, this feature allows you to create a rule that will only be executed if certain conditions are met. For example, you could send a promotional email only IF a contact has visited your website in the past week.

if/else condition marketing automation example

If/Else Condition Example

Website Tracking

In order to tell if somebody has visited your website in the past week, you need some kind of website tracking. This usually comes in the form of a small piece of code that you add to your website. It collects data about visitors and sends it back to your email marketing software for analysis.

Website tracking can also be more specific, allowing you to trigger different actions based on the page a visitor views. For example, if a visitor views your pricing page, you could email them with a coupon code or feature comparison. If they visit your blog, you could send them an email with the most popular posts from the past week.

Since website tracking matters so much, we look closely at which providers offer a tracking code and which do not.

Go-to Actions

Go-to actions help you move users to another step of your automation based on their actions within the workflow. For example, you could create a condition that when a user clicks a link in a particular email, they are sent to a particular step somewhere in your workflow. This can be used to skip and trigger different actions based on how users interact with your emails.

Marketing Automation Go-to-Action Demonstration ActiveCampaign

Go-to Action inside of ActiveCampaign

Goal Actions

Goal actions are similar to go-to actions, but instead of requiring a single step of the automation workflow to trigger them, they need a user to achieve a particular goal that can be triggered from anywhere and anytime. If you have an ecommerce store, you could set up a goal action that requires a user to complete a purchase before they receive any follow-up messages tailored to people that already purchased from you. Until this goal is achieved, the user can continue to follow your workflow, and once they make a purchase, the workflow takes the user directly to the goal action from where the automation continues or ends.

Marketing Automation Goal Action Demonstration ActiveCampaign

Goal Action inside of ActiveCampaign

Tags

In order to maximize the effectiveness of your personalization efforts, you can segment your contacts into different categories or groups. Tags are an easy way to do so, allowing you to assign labels to contacts. These labels can be added automatically when a contact meets certain criteria. That criterion could be relevant to their location, the pages they view, or their purchase history.

For instance, if a contact has made multiple purchases from your store, you could add the "loyal customer" tag to them. That would make it easy to target them with special offers and promotions.

Marketing Automation Tag Demonstration ActiveCampaign

Automated Tagging inside of Activecampaign

Contact Scoring

Similarly to tagging, contact scoring allows you to assign scores to contacts. These scores can be customized to any factor, such as specific link clicks, purchases, opened emails, etc. They are mainly used to track how qualified a lead is in the overall customer journey so that at certain scores certain actions like a free demo or a sales call can be triggered. The higher the score, the more valuable a contact is to your business. And just as you can add points for actions, you can of course subtract points if a user interacts less with your emails, for example.

ActiveCampaign Contact Scoring Marketing Automation

Automated Score Attribution inside of ActiveCampaign

Use Case Example

I just sent a marketing email. If a lead opens it, they get 10 points. If they click the link inside, they get 20 more. If they download my ebook from the next email, they get another 20 points. If they don't, I take away 5 points. If, at any stage, a lead's score hits 100 points, they're considered a hot lead. At this point, the system prompts my sales team to give them a call.

Contact Scoring Marketing Automation

Contact Scoring Workflow Example

Automation Splits

Automation splits allow you to split your automation workflow into two different paths at a point of your choice. For example, you can split your list into two equal halves and then run each half through different steps and emails to see which path turns out to be more profitable.

Predictive Sending

By definition, predictive analysis is a process that uses data mining and statistics to identify patterns and trends in large datasets. Predictive sending applies this concept to email marketing, allowing you to find the optimal time to send emails to your contacts. This can be based on historical data for each person in your list, such as when they opened previous emails, clicked on links etc. In our evaluation, we verified this feature as "confirmed" only when advanced AI and machine learning algorithms are used. Simple sending depending on a user's location is thus not sufficient for this feature.

10 Best Marketing Automation Software

How to Choose a Marketing Automation Software for Your Needs

Marketing automation can make a huge difference in the success of your email campaigns and business efficiency. Generally speaking, larger companies with more contacts to juggle see it as an essential tool. Smaller businesses, however, may not have as much of a need for advanced automation features, but only until they realize how much time and money it saves them.

Marketing automation is beneficial for absolutely any size of business.

When choosing the right marketing automation platform for your business, you should consider what kinds of automations you will be using and how complex they will be. Think about the criteria mentioned above and use that to determine which platform suits your needs.

It helps to consider specific scenarios and think them through, so you know exactly what automations you want to use and how much they are worth to you.

Ultimately, the best automation platform for your business is the one that meets all of your specific requirements and provides you with the most value for your money. If you're not quite sure about your decision, use our Finder Tool for a personalized recommendation.

Steven L.

Steven L.

Updated: Mar 30, 2024

Average tennis player with above-average skills in marketing automation. I’m obsessed with delivering results but also tend to read each marketing email I receive five or more times to analyze it.

FAQ

Do you need any programming skills for marketing automation?

How do I create a marketing automation?

Is automation the same as AI?