Top Marketing Automation Tools

What “Marketing Automation” Actually Means

The term gets thrown around a lot. Technically, scheduling an email in advance is automation. But when people talk about marketing automation platforms, they usually mean tools that can run multi-step campaigns across channels without you manually triggering each step. Think: a lead fills out a form, gets a welcome email, visits your pricing page two days later, gets flagged as high-intent, and a sales rep gets notified. All without anyone touching a button.

That’s the promise, at least. In practice, most companies use maybe 20% of what these platforms can do. The question isn’t which tool has the most features. It’s which one lets you actually build and maintain the automations your business needs without requiring a full-time admin.

We’ve spent months working with six of the major marketing automation platforms. Here’s what we found.

The Platforms We Tested

1. ActiveCampaign (Best Overall for Small to Mid-Market)

ActiveCampaign keeps winning this category, and we’ve been recommending it since 2022. The automation builder is the most flexible we’ve tested, the pricing is reasonable for what you get, and the learning curve is manageable for someone with basic marketing ops experience.

Automation Builder: The visual workflow builder lets you create branching automations with conditions based on email engagement, website visits, CRM data, tags, custom fields, form submissions, and more. The “automation map” shows you how all your automations connect, which is essential once you get past 10 active workflows.

What we liked:

• Most powerful automation builder at this price point
• Good email deliverability (consistently above 95% in our tests)
• CRM included, with deal-stage-based automations
• Site tracking that triggers actions based on page visits
• Solid segmentation with conditional logic
• Automation recipes (pre-built templates) save real setup time

What could be better:

• Reporting is good but doesn’t match HubSpot’s depth
• The CRM is basic. If you need serious sales pipeline management, pair it with Pipedrive or Salesforce.
• The interface can feel dense. There’s a lot going on.
• Landing page builder is functional but not beautiful

Pricing: Entry plans are usually under $20/month for around 1,000 contacts. Mid-tier plans that include CRM and richer automations tend to run in the $40-80/month range. At 10,000 contacts on a higher-tier plan, expect a price in the low hundreds per month.

2. HubSpot Marketing Hub (Best for Sales and Marketing Alignment)

If your main goal is getting your sales and marketing teams working from the same data, HubSpot is the platform to beat. The tight integration between Marketing Hub, Sales Hub, and Service Hub means every team sees the same contact record, the same timeline, and the same data. That alignment is worth a lot if your business has a longer sales cycle.

Automation Builder: HubSpot calls them “workflows.” The visual builder is clean and intuitive. You can automate across marketing, sales, and service in a single workflow. The if/then branching is straightforward, and the ability to trigger internal notifications, create deals, and update CRM properties within a marketing workflow is genuinely useful.

What we liked:

• Best-in-class CRM with marketing automation built on top
• Cross-object workflows (contact, company, deal, ticket)
• Attribution reporting ties marketing activity to revenue
• Content management built in (blog, landing pages, website)
• Massive integration ecosystem (1,500+ apps)
• Excellent documentation and HubSpot Academy

What could be better:

• Expensive, with Professional-tier pricing well into four figures per month before add-ons
• Mandatory paid onboarding on Professional and Enterprise plans
• Contact-based pricing includes CRM contacts you’re not marketing to
• Some advanced features feel locked behind higher tiers just to push upgrades
• Moving off HubSpot is painful once you’re embedded

Pricing: Free tools are available (very limited). Entry paid plans start modestly, but the jump to Professional is steep, often ten times the entry price, and Enterprise costs considerably more still. Starter doesn’t include real automation workflows, which makes the Professional jump feel even steeper for growing businesses.

3. Brevo (Formerly Sendinblue, Best Budget Option)

Brevo has come a long way since its Sendinblue days. The 2024-2025 rebrand came with genuine product improvements, and it’s a credible option for businesses that want marketing automation without spending hundreds per month.

Automation Builder: The workflow builder is visual and handles the basics well. You can build email sequences, assign tags, update contact attributes, and create branching paths based on engagement. It’s not as deep as ActiveCampaign’s builder, but it covers 80% of what most small businesses need.

What we liked:

• Very competitive pricing, especially for email-heavy businesses
• Email, SMS, and WhatsApp in one platform
• Transactional email support built in (useful for e-commerce)
• Decent landing page builder included
• Free plan includes basic automation

What could be better:

• Automation builder lacks some advanced branching options
• Deliverability has been inconsistent in our tests (ranging from 88-96%)
• The UI redesign is an improvement, but some sections still feel clunky
• CRM is very basic
• Reporting is limited on lower-tier plans

Pricing: A free plan covers a modest daily email volume. Entry paid plans are usually under $10/month, with automation-enabled tiers typically starting under $20/month. At 10,000 contacts, expect a moderate monthly fee depending on email volume, a fraction of what HubSpot or ActiveCampaign costs.

4. Klaviyo (Best for E-Commerce Automation)

Klaviyo has become the default marketing automation platform for serious e-commerce brands, and for good reason. The data integration with Shopify, BigCommerce, and WooCommerce is deeper than what any general-purpose automation tool can offer. You’re not just tracking “contact opened email.” You’re tracking “contact viewed this product three times, added it to cart, bought a similar product six months ago, and has a predicted lifetime value of $340.”

Automation Builder: Klaviyo calls them “flows.” The builder is focused on e-commerce scenarios: welcome series, abandoned cart, post-purchase, win-back, browse abandonment, price drop alerts. The pre-built flow templates are excellent and based on what actually works for online stores.

What we liked:

• Best-in-class e-commerce data integration
• Predictive analytics (lifetime value, churn risk, next order date)
• Flow templates based on real e-commerce best practices
• Combined email and SMS automation
• Strong A/B testing within flows
• Revenue attribution per flow and per message

What could be better:

• Pricing scales quickly as your list grows
• Not ideal for non-e-commerce businesses
• The interface has a learning curve
• Customer support response times can be slow on non-enterprise plans

Pricing: There’s a free tier for a small number of contacts and email sends. Paid plans start modestly and scale with list size. At 10,000 contacts, expect a mid-range monthly fee for email, with SMS billed separately.

5. Customer.io (Best for Product-Led and SaaS Businesses)

Customer.io is built for companies whose marketing automation needs to connect tightly with product usage data. If you’re a SaaS company, a mobile app, or any product-led business, Customer.io lets you trigger messages based on what users do inside your product, not just what they do with your emails.

Automation Builder: The workflow builder is technical and powerful. You can use event-based triggers from your product, API calls, webhooks, and complex data conditions. It supports email, SMS, push notifications, and in-app messages in a single workflow.

What we liked:

• Event-based triggers from your product data
• Multi-channel workflows (email, SMS, push, in-app)
• Liquid templating for advanced personalization
• Visual workflow builder with good debugging tools
• Transparent pricing with no hidden limits
• Strong API and webhook support

What could be better:

• Requires developer involvement for initial setup
• Not built for traditional marketing teams
• No built-in CRM
• Design tools for emails are basic
• Smaller integration marketplace than competitors

Pricing: Entry plans typically start around $100/month for a few thousand profiles, with higher tiers running into four figures. At around 10,000 profiles on the entry tier, expect a price in that same general range.

Comparison Table: Quick Reference

• Starting price — ActiveCampaign: budget-friendly entry tier · HubSpot: low-cost limited entry tier · Brevo: free tier available · Klaviyo: free tier available (limited) · Customer.io: around $100/mo
• Price at 10K contacts — ActiveCampaign: low hundreds/mo · HubSpot: high hundreds to low thousands/mo · Brevo: well under $100/mo · Klaviyo: mid-range/mo · Customer.io: mid-range/mo
• Automation depth — ActiveCampaign: Excellent · HubSpot: Very good · Brevo: Good · Klaviyo: Excellent (e-commerce) · Customer.io: Excellent (product)
• CRM included — ActiveCampaign: Basic · HubSpot: Full · Brevo: Basic · Klaviyo: No · Customer.io: No
• Email + SMS — ActiveCampaign: Yes · HubSpot: Yes (add-on) · Brevo: Yes · Klaviyo: Yes · Customer.io: Yes
• E-commerce focus — ActiveCampaign: Moderate · HubSpot: Low · Brevo: Moderate · Klaviyo: High · Customer.io: Low
• Learning curve — ActiveCampaign: Moderate · HubSpot: Moderate · Brevo: Easy · Klaviyo: Moderate · Customer.io: Steep
• Best for — ActiveCampaign: General marketing · HubSpot: Sales+marketing alignment · Brevo: Budget-conscious · Klaviyo: E-commerce · Customer.io: SaaS/product-led

How to Actually Save Time With Marketing Automation

Having a platform is one thing. Getting real time savings out of it is another. Here’s what we’ve learned works:

Start With Three Core Automations

Don’t try to automate everything at once. Start with these three, which deliver the most impact for the least setup effort:

• 1. Welcome sequence. New contact or customer gets 3-5 emails over 7-14 days introducing your brand, setting expectations, and driving a first action.
• 2. Lead scoring and routing. Assign points based on email engagement, website visits, and form submissions. When someone hits a threshold, notify your sales team.
• 3. Re-engagement. Contacts who haven’t opened an email in 60-90 days get a specific sequence. If they still don’t engage, move them to a suppression list. This improves your deliverability and saves you money on contact-based pricing.

Document Your Automations

This sounds boring and it is. But six months from now, when something breaks or you want to modify a workflow, you’ll be grateful. For each automation, write down: the trigger, the goal, the branching logic, and what happens at each step. Most platforms let you add internal notes to workflow steps. Use them.

Review Monthly, Not Quarterly

Set a calendar reminder to review your automations every month. Check completion rates, drop-off points, and conversion metrics. Automations that ran perfectly a few months ago can become stale if your product, pricing, or audience changes.

Our Recommendation

For most businesses under $5M in annual revenue, ActiveCampaign offers the best combination of automation power, usability, and price. If you’re an e-commerce brand, start with Klaviyo. If sales and marketing alignment is your primary concern and budget isn’t an issue, HubSpot is the investment. SaaS companies should look seriously at Customer.io. And if you need a solid tool without spending much, Brevo will get you surprisingly far.

Whatever you choose, the biggest mistake is buying a platform and then only using it to send newsletters. The value is in the automations. Build them, test them, and let them run.

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