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List of the best marketing automation software
Here's my pick of the best marketing automation software to try out this year:
1. Brevo (ex-Sendinblue): Accessible French reference
Brevo is the European leader in accessible marketing automation, particularly strong on the French-speaking market.
Key features:
- Email marketing with intuitive drag-and-drop editor
- Multichannel process automation (email, SMS, chat, push)
- Automating communications across multiple channels (emails, SMS, chat) for centralized and consistent campaign management
- Integrated lightweight CRM with visual pipeline
- Native landing pages and forms
- Basic live chat and chatbots
- Transactional and marketing SMS included
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 1. Brevo |
• Free plan up to 300 emails/day, unlimited contacts • All-in-one platform with native CRM and AI Aura • French interface and full French support, GDPR-compliant EU data • Generative AI for content creation and contact enrichment • Highly competitive pricing for small businesses • Integrated SMS marketing with favorable rates • Modern, intuitive drag-and-drop editor |
• Deliverability rate fluctuates between 77–89% across tests • ~150 templates vs. 300+ offered by some competitors • Basic attribution reporting • Performance varies depending on email providers • A/B testing features limited in lower-tier plans |
Rate structure:
- Free : 300 emails/day, unlimited contacts, unrestricted contact management
- List: $25/month for 20k emails
- Premium: $65/month for 1M emails
- Company: On quotation with guaranteed SLA
Expert verdict : Ideal solution for beginners or for French SMEs focusing on simplicity and GDPR compliance. The feature/price ratio remains unbeatable in the VSE/SME segment and simply makes it one of the best tools.
2. ActiveCampaign: Smart Automation Champion
ActiveCampaign is often considered to be the recognized leader in advanced marketing automation, acclaimed by experienced marketers.
Key features:
- The most sophisticated visual workflows on the market
- Possibility to create and test each automated scenario to simulate and optimize user journeys
- Automation of repetitive marketing actions and tasks (sending emails, segmentation, scoring, etc.)
- Native machine learning (unsubscription prediction, intelligent lead scoring)
- Full CRM with sales automation
- Split automation (A/B tests over entire courses)
- Native multi-touch attribution
- Advanced site tracking and behavioral targeting
- Lead nurturing function integrated into workflows to support the conversion of prospects through personalized and automated communications
- Numerous resources for implementing the SaaS tool
| 🔢 # | ✨ Points forts | ⚠️ Limites | ||||||
|---|---|---|---|---|---|---|---|---|
| 2. ActiveCampaign |
- Interface de segmentation entièrement repensée (octobre 2024)
- Workflows visuels sophistiqués avec protection anti-bots - Automatisations améliorées avec nouvelles actions Split et Exit - Lead scoring et prédictif avancés - CRM intégré avec pipeline de vente visuel - Support multicanal (email, SMS, chat, Facebook) - Machine learning pour optimisation des envois - Gestion avancée des tags et segments |
- Hausse des prix de 30-40% depuis juin 2024 - Migration forcée vers nouveaux plans plus chers - Interface dense avec courbe d'apprentissage importante - Coûts multiplient rapidement avec le nombre de contacts - Pas de plan gratuit disponible - Support client parfois lent pour les petits comptes |
Rate structure:
- List: $9/month (500 contacts, email only)
- Plus: $49/month (full marketing automation)
- Professional: $149/month (attribution, split automation)
- Company: $259/month (SSO, HIPAA, SLA)
Expert verdict : The Rolls-Royce of automation. Profitable investment for mature marketing teams looking for maximum performance. Overkill for basic needs.
3. HubSpot - Integrated Marketing Ecosystem
HubSpot Marketing Automation is a comprehensive suite covering marketing, sales, and customer service. Leader in the mid-market.
Key features:
- Unlimited free CRM (unique on the market)
- Marketing Hub with visual workflows
- Content Hub (CMS, blog, SEO tools)
- Advanced content marketing and inbound marketing tools to automate lead creation, delivery, and engagement
- Native generative AI (ChatSpot)
- Full revenue attribution
- Academy with 400+ free certification courses
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 3. HubSpot |
• Breeze AI suite with Copilot and automated agents • Free CRM up to 1M contacts with new pricing models • 1,500+ integrations via Marketplace • Breeze Intelligence for data enrichment and buyer intent • Content hub with integrated SEO • Free Academy with recognized certifications • Unified reporting across marketing, sales, and service • Integrated social media management • Unlimited landing pages and forms • Advanced multi-touch attribution |
• Pricing model by seat since March 2024 increases costs • Ecosystem lock-in without Enterprise tier • Email deliverability around 82–83% • Costs escalate quickly for advanced features • Limited customization without developer • Workflow limitations in lower-tier plans • Technical support reserved for paid plans |
Rate structure:
- Free: CRM + basic email (2k shipments/month)
- Starter: 15€/month/user
- Professional: 800€/month (full automation)
- Company: 3200€/month (+ advanced features)
Expert opinion : Excellent for structuring growth with a 360° vision. The free one is enough to start, but plan for a large budget for scaling. Possible support for the implementation of a global marketing automation strategy, integrated into all of your marketing actions.
4. Klaviyo - E-Commerce Champion
Absolute reference in data-driven e-commerce marketing automation.
Key features:
- Native CDP (Customer Data Platform)
- Advanced AI predictions (CLV, churn probability, next purchase)
- Ultra-granular real-time segmentation
- Flow builder specialized in e-commerce
- Integrated SMS marketing
- Native reviews management
- Personalized product recommendation based on customer data analysis
- Automation of targeted marketing actions (sending emails, segmentation, reminders)
- Management of personalized multi-channel campaigns (email, SMS, display advertising)
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 4. Klaviyo |
• Redesigned Klaviyo Data Platform (KDP) with advanced AI • SMS support in 18 countries and interface in 7 languages • Enhanced segmentation with multi-criteria conditions • Average ROI maintained around $62 for every $1 invested • Native predictive CLV and churn risk features • Integrated industry benchmarks • Native CDP for unified data • Deep e-commerce integrations • Unlimited A/B testing on all plans • High-performing pre-built flows • Premium technical support |
• New pricing model by active profiles effective February 2026 • Automatic deletion after 90 days of inactivity • Regular price increases affecting SMEs significantly • Forced auto-upgrades based on number of profiles |
Rate structure:
- Free: 250 contacts, 500 emails/month
- E-Mail: $20/month (500 contacts)
- Email+SMS: $35/month (bundle)
- Degressive pricing according to volume
Expert verdict : Essential for mature e-commerce obsessed with data. ROI largely justifies the investment if CA >500k€/year.
5. Omnisend: Reliable e-Commerce Alternative
Omnisend is an accessible e-commerce solution that favors simplicity without sacrificing efficiency.
Key features:
- Pre-built e-commerce workflows (70+ templates)
- Native omnichannel (email, SMS, push, WhatsApp)
- Centralized management of multi-channel campaigns and automation of repetitive marketing tasks
- Automation of customer communications on several channels (emails, SMS, social networks)
- Product picker for dynamic emails
- Gamification (wheels, scratch cards)
- Behavioral segmentation
- Landing pages & popups included
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 5. Omnisend |
• 70+ pre-built e-commerce workflows (updated) • Native omnichannel (email, SMS, push, WhatsApp) • 73% of sales generated by automations (2024) • 38% higher ROAS from automations • Free plan up to 250 contacts • Native e-commerce behavioral segmentation |
• Less detailed analytics than Klaviyo or ActiveCampaign • No advanced predictive features like competitors • SMS limited to certain regions • Interface may seem basic for advanced users • Template personalization more restricted • Almost no B2B integrations • Customer support only in English • No native lead scoring |
Rate structure:
- Free: 15k emails/month (500 contacts)
- Standard: $16/month (6k emails)
- Pro: $59/month (unlimited emails)
- SMS: 0.015$/additional message
Expert verdict : Sweet spot for 100k-2M€ turnover e-retailers looking for efficiency without complexity. Migration from Mailchimp is particularly smooth.
6. Ontraport: Business Automation Specialist
Business automation platform for online entrepreneurs and infopreneurs.
Key features:
- CRM & marketing automation platform
- Native membership sites
- Affiliate management
- E-commerce & payments
- Landing pages & forms
- SMS marketing
- Direct mail (by post)
- Database with advanced reporting
- Automating marketing tasks, managing multi-channel campaigns and triggering personalized actions
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 15. Ontraport |
• Native affiliate & direct mail management • Advanced reporting and proven business templates • Integrated multi-channel automation • Built-in CRM and e-commerce • Native membership sites • Advanced split testing • Robust API and webhooks • Integrated task management |
• High pricing for small volumes • Steep learning curve • Interface less modern than recent SaaS platforms • Limited mobile functionality • Smaller user community • Less frequent updates |
Rate structure:
- Basic: $79/month (1000 contacts)
- Plus: $147/month (2500 contacts)
- Pro: $297/month (10k contacts)
- Company: $497/month (20k contacts)
Expert verdict : Relevant for complex online businesses (courses, membership, affiliates). Overkill for simple email marketing.
7. GetResponse: Full Generalist
GetResponse is an all-in-one platform covering email, automation, webinars, and pages.
Key features:
- Full email marketing
- Visual marketing automation
- Integrated webinars (rare at this price)
- Landing pages & funnels
- Basic CRM included
- Paid ads management
- Marketing project management and team collaboration to optimize the coordination and success of automated campaigns
| 🔢 # | ✨ Points forts | ⚠️ Limites |
|---|---|---|
| 7. GetResponse |
- Plan Starter à partir de 9$/mois (2024) - Webinaires illimités et générateur IA website - 99% de taux de délivrabilité annoncé - Support 24/7 et essai 30 jours gratuit - Conversion funnels intégrés - Chat en direct sur sites web |
- Interface datée malgré les mises à jour - Pricing augmente drastiquement après 10K contacts - Traductions parfois imparfaites - Automations moins flexibles qu'ActiveCampaign - Performance des webinaires variable - Templates email vieillissants - Reporting moins avancé que la concurrence |
Rate structure:
- Email marketing: $15/month
- Marketing Automation: $49/month
- Ecommerce Marketing: $99/month
- Webinars included all plans
Expert verdict : Jack-of-all-trades interesting for SMEs wanting to centralize everything. Native webinars really make a difference.
8. Keap: CRM for entrepreneurs
Keap is a solution combining CRM, automation and business management for B2B services.
Key features:
- Full CRM with pipeline
- Marketing automation
- Appointments & calendar
- Invoicing & payments
- Lead capture & scoring
- Task automation
- Automation of tasks related to sales, customer follow-up and the management of sales campaigns
- E-commerce light
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 8. Keap |
• Transition to Keap Ultimate with modernized interface • CRM and billing integrated and maintained • API migrated to OAuth 2.0 (October 2024) • Simplified business automations • Native appointment scheduling • Visual sales pipelines • Quotes and invoices integrated • Bidirectional SMS included |
• Acquisition by Thryv creating uncertainty • Forced migration of Legacy API keys • Aging interface despite Ultimate update • Steep learning curve remains • High pricing for small businesses |
Rate structure:
- Pro: $159/month (1500 contacts)
- Max: 229$/month (2500 contacts)
- Max Classic: 199$/month
- Assisted Setup: +299$
Expert verdict : Solid for consultants/coachs/services looking for all-in-one. Justified price if using CRM+billing.
9. Marketo Engage (Adobe): Enterprise Excellence
Marketo Marketo is a marketing automation solution recognized for its multi-channel management across multiple platforms, ideal for large, sophisticated B2B marketing organizations.
Key features:
- Advanced lead management
- Account-Based Marketing (ABM)
- AI-powered insights (Adobe Sensei)
- Complex revenue attribution
- Predictive content
- Advanced personalization
- Multi-brand management
- Optimizing content for search engines to improve online visibility
- Advanced customer relationship management thanks to the centralization and personalization of interactions across multiple platforms
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 9. Marketo Engage |
• Tokenization for interactive webinars • New Smart List "Set to Affect" count • Roadmap: BI Analytics 5x faster • Image-to-HTML in beta and Email Designer GA • Native ABM with account-based marketing • Advanced revenue attribution • Proven enterprise scalability • Robust APIs and comprehensive documentation • Native multi-brand management • SOC 2 Type 2 compliance |
• Implementation still lengthy (3–6 months) • Very high total cost of ownership • Complex interface with steep learning curve • IMS migration required for new features • Requires dedicated team for optimal use • Technical support varies by contract |
Rate structure:
- Select: 895/month (base)
- Bonus: 1795$/month
- Ultimate: $3195/month
- Company: Tailor-made
Expert verdict : Marketo Marketo is the leading marketing automation tool for large businesses, with advanced multi-channel management, customer relationship optimization, and powerful features tailored to the needs of demanding organizations. ROI proven on large volumes only.
10. Pardot (Account Engagement): Salesforce Extension
Salesforce native B2B marketing solution for optimal marketing-sales alignment.
Key features:
- 2-way native Salesforce integration
- Sophisticated lead scoring & grading
- B2B marketing analytics
- B2B email marketing
- Landing pages & forms
- Engagement programs
- Einstein AI features
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 10. Pardot |
• Einstein Assistant AI for Landing Pages and emails (2024) • Free access to Marketing Cloud Growth Edition • Operational emails in Engagement Studio • Updated Lightning Email Builder • Native Salesforce CRM integration • Native B2B scoring and grading • Connected Campaigns for ROI tracking |
• Still impossible to use without Salesforce CRM • Very high pricing, unsuitable for SMEs • Complex migration to Marketing Cloud Growth • B2C capabilities still limited • User interface not intuitive • Customization requires Salesforce expertise • Technical support often frustrating • Strict sending volume limits |
Rate structure:
- Growth: 1250€/month (10k contacts)
- Plus: 2500€/month (10k contacts)
- Advanced: 4000 €/month (10k contacts)
- Premium: 15000€/month (75k contacts)
Expert verdict : A logical and efficient choice for the existing Salesforce ecosystem. If not, look elsewhere.
11. HighLevel: Powerful all-in-one
All-in-one white label platform for marketing agencies reselling services.
Key features:
- CRM & pipeline management
- Unlimited marketing automation
- Website & funnel builder
- Booking & calendars
- Invoicing & payments
- Full white label
- Customer portal
- Reputation management
- Marketing project management, team collaboration, and task automation for agencies
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 11. HighLevel |
• Rapidly evolving all-in-one platform • Unlimited sub-accounts for agencies maintained • AI assistant for appointment booking • Attractive quality-price ratio for agencies • Integrated funnels and websites • Native reputation management |
• Reliability issues and frequent bugs reported • Complex interface with steep learning curve • Email deliverability problematic (9% vs 35–40%) • Hidden costs for emails and advanced features • Customer support often overwhelmed • Incomplete and disorganized documentation • Unstable performance during traffic spikes • Limited and buggy third-party integrations • Frequent updates breaking existing features |
Rate structure:
- Starter: $97/month (1 account)
- Unlimited: $297/month (unlimited)
- SaaS Pro: $497/month (total rebrand)
Expert verdict : Profitability guaranteed for agencies managing 5+ customers. Too complex for internal use alone.
12. Mailchimp - The losing track record
Mailchimp is one of the players in email marketing converted into a marketing platform, strong in the beginner segment.
Key features:
- Basic email marketing
- Simple management of email campaigns and customer communication
- Numerous and modern templates
- Simple audience management
- Automations that are too basic for an advanced marketing strategy
- Landing pages
- Social posts scheduling
- Basic CRM features
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 12. Mailchimp |
• Free plan up to 500 contacts maintained • Large library of modern templates • Integrations with popular e-commerce and CRM platforms • Well-recognized intuitive user interface • Strong, established brand reputation |
• Automations very basic compared to competitors • Pricing increases rapidly with volume • Innovation pace has slowed in recent years • Advanced features limited • Segmentation not very flexible • No lead scoring • Customer support degraded since Intuit acquisition |
Rate structure:
- Free: 500 contacts, 1000 sends/month
- Essentials: 13€/month
- Standard: 20€/month
- Premium: 350€/month
Expert verdict : Acceptable to start with thanks to the reputation, but quickly limiting. Alternatives offer more for less.
13. Mautic - The powerful open source
Mautic is the only enterprise-grade open source alternative to proprietary solutions.
Key features:
- Complete marketing automation
- Lead management
- Email & landing pages
- Campaign management for sending emails
- Social monitoring
- Integrated lightweight CRM
- API-first architecture
- Automating marketing tasks, managing multi-channel personalized campaigns, and designing advanced scenarios to simulate and test user journeys
| 🔢 # | ✨ Strengths | ⚠️ Limitations |
|---|---|---|
| 13. Mautic |
• 100% open source, no licensing fees • Unlimited customization and flexibility • Rich ecosystem of plugins and integrations • Multi-channel (email, SMS, calls) • Advanced lead scoring and tracking • On-premise hosting for full control • Active and contributive community • GDPR and compliance support simplified • Complete API with thorough documentation |
• Steep learning curve • Community support without SLA • Hidden costs for hosting and maintenance • Requires significant technical expertise |
Rate structure:
- Community: Free (self-hosted)
- Cloud Starter: $100/month
- Cloud Pro: 400$/month
- Cloud Enterprise: On estimate
Expert verdict : Great choice if you have internal technical skills. Real cost often higher than SaaS for small teams.
Final Verdict
Using marketing automation solutions and marketing databases can help your marketing become more personalized and generate more revenue.
But it's hard to keep up with changing marketing trends and take on all the burdens alone. That's why marketing automation tools are all the rage among marketers.
However, the internet is awash with countless marketing tools, making it difficult to identify which one is best for your business.
In this list, ActiveCampaign is perfect for small and medium businesses. Not only is it reasonably priced, but it also offers impressive features that can rival those of some of the more expensive tools.
If you are ready to spend money on business tools, it's best to go with MailChimp, Marketo, HubSpot, or Salesforce B2B Marketing Automation.
These 3 tools are intended for large companies. And if your only objective is to generate leads and increase your prospecting reach, then Prospect.io would be the best option.
In the end, it all comes down to your budget, requirements, business goals, and the size of your business.
Further reading: To continue, check out my guides on best email marketing services, the best webinar software, and the best landing page creators to be used this year.
⚠️ Tools not covered: ActiveTrail, Plezi and Moosend
FAQS
What is marketing automation software?
A tool that automates marketing campaigns (emails, SMS, social networks), segments prospects, and analyzes performance.
What are the best software in 2026?
HubSpot, Brevo, ActiveCampaign, Klaviyo, Klaviyo, Marketo, Pardot, and Mailchimp dominate for their versatility and integrations.
How much does this software cost?
Free (Brevo, HubSpot) at €1250/month (Pardot). 14-30 day free trials available.
Who can use these tools?
TPE (Brevo, Mailchimp), SMEs (HubSpot, Klaviyo), large companies (Marketo, Pardot), and agencies.
What integrations are possible?
CRM (Salesforce, HubSpot), e-commerce (Shopify), and tools like Slack, Zapier.
Are there free plans?
Yes, Brevo (300 emails/day), HubSpot (2000 emails/month), and Mailchimp (500 contacts) offer free plans.
What are the key benefits?
Automation, segmentation, analysis, and time savings for effective campaigns.
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