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Marketing Automation

15 Best Marketing Automation Software in 2026

Marketing automation is one of those categories where the gap between the best and worst tools is enormous. Some platforms let you build multi-step workflows with conditional logic, behavioral triggers, and predictive sending for $15/month. Others charge $800/month for roughly the same thing with a fancier dashboard.

I evaluated 15 marketing automation platforms across every use case: ecommerce, B2B, creators, agencies, and bootstrapped businesses. This is not a list of every tool that has an "automation" tab. These are platforms where automation is the core product, not an afterthought.

If you are new to automation, my complete guide to marketing automation covers the strategy, core workflows, and setup steps. For email platform comparisons specifically, check my best email marketing software roundup.

Last updated: March 27, 2026

This page may contain affiliate links.

Some links on this page are affiliate links, meaning I may earn a commission if you sign up (at no extra cost to you). This never influences my ratings or recommendations. Tools I wouldn't genuinely recommend are marked as such.

Who Is This Guide For?

  • ✓Ecommerce stores that need automated cart recovery, post-purchase flows, and segmentation
  • ✓B2B teams building lead nurturing sequences and scoring models
  • ✓Creators and solopreneurs who want to automate email without enterprise complexity
  • ✓Agencies managing automation across multiple client accounts
  • ✓Growing businesses that have outgrown basic email blasts and need real workflows

⚡ Quick Verdict

ActiveCampaign is the best marketing automation platform for most businesses. The automation builder is genuinely more powerful than tools costing 5x more, starting at $15/month. For ecommerce specifically, Klaviyo is the move if you are on Shopify. For budget-conscious teams, Brevo gives you CRM plus email plus SMS automation on a free plan.

And if you want everything in one subscription (funnels, email, courses, checkout), Kartra or Systeme.io eliminate the need for multiple tools.

#ToolPriceRating
1
ActiveCampaignTOP PICK
$15/mo9/10
2
GetResponse
$19/mo8.2/10
3
Brevo
$9/mo8.6/10
4
Klaviyo
$20/mo8.8/10
5
Omnisend
$16/mo8.5/10
Show all 15 tools
6
Drip
$39/mo8.3/10
7
Moosend
$9/mo8.6/10
8
Sender
$7/mo8.4/10
9
MailerLite
$10/mo8.8/10
10
Kit
$33/mo8.6/10
11
Kartra
$59/mo8.8/10
12
Systeme.io
$178.4/10
13
HubSpot
$15/mo billed monthly7.8/10
14
GoHighLevel
$97/mo7.6/10
15
Keap
$249/mo7.5/10

My Top Picks

Showing 15 of 15 tools
#1
ActiveCampaign

ActiveCampaign

⭐ Top Pick
★9/10
Best for: Teams who need advanced automation without enterprise pricing

AI-powered email marketing and automation platform for businesses serious about personalized campaigns

Why I like it:ActiveCampaign's automation builder is in a different league. Conditional splits, if/else branching, wait conditions, goal tracking, predictive sending, site tracking, and lead scoring, all starting at $15/month. HubSpot charges $800+ for comparable workflow features. The visual builder is intuitive enough for non-technical users but deep enough for complex multi-step sequences. CRM is included on every plan, which means your automation has full context on each contact. Deliverability rates consistently rank among the highest in the industry. See how it stacks up in my ActiveCampaign vs GetResponse comparison, or check the ActiveCampaign pricing guide.

Key Features

Visual automation builderPredictive sendingBuilt-in CRMLead scoringSite trackingConditional logic

✓Pros

  • Best automation builder under $100/month
  • CRM included on all plans
  • Machine learning for send time optimization
  • 900+ integrations

✗Cons

  • No free plan (14-day trial)
  • Landing page builder is basic
  • Reporting takes time to learn
Software automation dashboard screenshot
Read Full ReviewVisit ActiveCampaign →
#2
GetResponse

GetResponse

Best for Email + Webinars
★8.2/10
Best for: Marketers who need email automation, landing pages, and webinars in one tool

AI-powered email marketing platform with automation, landing pages, and webinars starting at $19/month

Why I like it:GetResponse evolved from a basic email tool into a solid automation platform. The workflow builder supports triggers based on email opens, link clicks, purchases, website visits, and custom events. What makes it unique: built-in webinar hosting. No other marketing automation platform at this price includes webinars natively. The conversion funnel feature ties landing pages, emails, and webinars into a single automated sequence. Pricing scales with contacts, not features, so you get the full automation suite from day one. See my MailerLite vs GetResponse comparison for a detailed breakdown, or check GetResponse pricing.

Key Features

Automation workflowsBuilt-in webinarsConversion funnelsLanding pagesAI email generation

✓Pros

  • Built-in webinar hosting (unique feature)
  • Full automation on all paid plans
  • Generous free plan up to 500 contacts
  • 30-day money-back guarantee

✗Cons

  • Automation less advanced than ActiveCampaign
  • No built-in CRM on lower plans
  • Webinar quality is basic compared to dedicated tools
Software automation dashboard screenshot
Read Full ReviewVisit GetResponse →
#3
Brevo

Brevo

Best Free CRM + Automation
★8.6/10
Best for: Small businesses wanting CRM, email, SMS, and automation without HubSpot pricing

All-in-one email marketing platform with SMS, automation, and AI features at competitive prices

Why I like it:Brevo is the most direct HubSpot alternative at a fraction of the price. Free CRM combined with email, SMS, WhatsApp, and marketing automation in one platform. The automation builder supports multi-channel workflows: trigger an email, follow up with an SMS if no open after 48 hours, then add a tag for retargeting. You pay by email volume instead of contact count, which is a better deal if you have a large list but do not email every subscriber every week. The trade-off: CRM is simpler than HubSpot's, but for most small businesses that is a feature, not a limitation. See how it compares in my MailerLite vs Brevo breakdown, or check Brevo pricing.

Key Features

Free CRMEmail + SMS + WhatsApp automationTransactional emailsMulti-channel workflowsPay by volume

✓Pros

  • Free CRM + email marketing
  • SMS and WhatsApp built in
  • Pay by email volume, not contacts
  • Transactional email support

✗Cons

  • CRM less powerful than HubSpot free CRM
  • Email editor can feel clunky
  • Brevo branding on free plan
Software automation dashboard screenshot
Read Full ReviewVisit Brevo →
#4
Klaviyo

Klaviyo

Best for Ecommerce
★8.8/10
Best for: Shopify and ecommerce stores that need revenue-driven automation

The dominant ecommerce marketing automation platform with deep Shopify integration, predictive analytics, and revenue-attributed reporting

Why I like it:If you run an ecommerce store, particularly on Shopify, Klaviyo is the default choice for a reason. The Shopify integration is native and deep: product data, purchase history, browse behavior, and predicted lifetime value all feed directly into your automations. Cart abandonment, post-purchase flows, win-back sequences, and browse abandonment are pre-built and actually work well out of the box. The predictive analytics (expected next order date, churn risk, lifetime value) let you automate based on where each customer is in their journey. Pricing scales with contacts starting at $20/month for 500. Gets expensive fast above 10,000 contacts, but the revenue attribution reporting makes it easy to see if the ROI justifies the cost.

Key Features

Shopify native integrationPredictive analyticsRevenue attributionPre-built ecommerce flowsSMS automation

✓Pros

  • Deepest Shopify integration available
  • Predictive analytics on all paid plans
  • Pre-built ecommerce automation flows
  • Strong revenue reporting

✗Cons

  • Expensive above 10,000 contacts
  • Free plan limited to 250 contacts
  • Steep learning curve for advanced features
  • Overkill for non-ecommerce
Klaviyo automation dashboard screenshot
Review coming soonVisit Klaviyo →
#5
Omnisend

Omnisend

Best Klaviyo Alternative
★8.5/10
Best for: Ecommerce stores that want Klaviyo-like features without the Klaviyo price

Ecommerce-focused multichannel automation with email, SMS, and push notifications at a more affordable price than Klaviyo

Why I like it:Omnisend does 80% of what Klaviyo does at roughly 60% of the price. Email, SMS, and web push notifications all in one automation builder. The pre-built ecommerce workflows (cart recovery, order confirmation, browse abandonment, cross-sell) are solid and easy to customize. The free plan is genuinely useful: 250 contacts, 500 emails, and access to all core features including automation. Where it trails Klaviyo: the predictive analytics are not as deep, and the Shopify integration, while good, does not match Klaviyo's native depth. But for stores doing under $500k/year in revenue, the savings are significant.

Key Features

Email + SMS + push automationPre-built ecommerce workflowsProduct recommendationsSegmentationShopify integration

✓Pros

  • More affordable than Klaviyo
  • Free plan includes all features
  • Email + SMS + push in one builder
  • Good ecommerce templates

✗Cons

  • Predictive analytics less advanced than Klaviyo
  • Smaller integration ecosystem
  • SMS credits cost extra on Standard plan
  • Reporting could be deeper
Omnisend automation dashboard screenshot
Review coming soonVisit Omnisend →
#6
Drip

Drip

Best for DTC Brands
★8.3/10
Best for: Direct-to-consumer brands that want behavior-driven automation with clean UX

Ecommerce-focused email automation with strong revenue attribution and behavior-based triggers

Why I like it:Drip sits between Klaviyo (enterprise ecommerce) and MailerLite (simple email). The visual workflow builder is one of the cleanest in the space. Every automation can trigger based on purchase behavior, page visits, form submissions, or custom events. Revenue attribution is built in, so you see exactly how much each automation earns. The onsite tools (popups, forms, slide-ins) feed directly into workflows without needing a third-party tool. No free plan, and $39/month for 2,500 contacts is mid-range pricing. But it only charges for active contacts, so you are not paying for dead weight.

Key Features

Visual workflow builderRevenue attributionBehavior-based triggersOnsite toolsEcommerce integrations

✓Pros

  • Clean, intuitive automation builder
  • Revenue attribution on all plans
  • Only charges for active contacts
  • Strong Shopify and WooCommerce integration

✗Cons

  • No free plan (14-day trial only)
  • Smaller feature set than Klaviyo
  • No SMS automation
  • Limited template library
Drip automation dashboard screenshot
Review coming soonVisit Drip →
#7
Moosend

Moosend

Best Budget Automation
★8.6/10
Best for: Budget-conscious teams who need solid automation without paying premium prices

Email marketing platform with powerful automation, landing pages, and forms at budget-friendly pricing

Why I like it:Moosend starts at $9/month for 500 subscribers and includes automation that genuinely punches above its weight. Pre-built automation recipes for cart abandonment, upsells, engagement scoring, and welcome sequences save setup time. The visual workflow builder supports conditional splits and multiple triggers. Landing pages and transactional emails are included on every plan. If you are choosing between budget options, my Moosend vs Sender comparison breaks down the differences. See Moosend pricing for the full breakdown.

Key Features

Visual automation builderPre-built recipesLanding pagesTransactional emailsEngagement scoring

✓Pros

  • Starts at just $9/month
  • Good automation for the price
  • Landing pages included
  • 30-day free trial

✗Cons

  • No free plan
  • Smaller template library
  • Less known brand
  • No built-in CRM
Software automation dashboard screenshot
Read Full ReviewVisit Moosend →
#8
Sender

Sender

Best Free Automation
★8.4/10
Best for: Startups and small businesses that need multichannel automation for free

Affordable email marketing platform with generous free plan and multichannel automation

Why I like it:Sender's free plan covers 2,500 subscribers with 15,000 emails per month and includes automation. That is not a typo. You get automated workflows, email and SMS, segmentation, and popup forms without paying anything. The paid plans start at $7/month and add more contacts and remove branding. The automation builder is not as deep as ActiveCampaign's, but for welcome sequences, abandoned cart recovery, and basic nurture flows, it handles the job. Compare it directly in my MailerLite vs Sender breakdown, or check Sender pricing.

Key Features

Free plan with automationEmail + SMSPopup formsSegmentationAutomation workflows

✓Pros

  • Generous free plan (2,500 subscribers)
  • Email + SMS on all plans
  • Automation included for free
  • Easy to set up

✗Cons

  • Automation builder is basic
  • Smaller integration ecosystem
  • Sender branding on free plan
  • Limited reporting
Software automation dashboard screenshot
Read Full ReviewVisit Sender →
#9
MailerLite

MailerLite

Best Email Automation UX
★8.8/10
Best for: Small businesses and creators who want clean, simple automation

Affordable email marketing with surprisingly powerful features and stellar support

Why I like it:MailerLite's automation builder is the cleanest in the budget category. Drag-and-drop workflow editor, multi-trigger support, and conditional logic. The free plan covers 1,000 subscribers with automation, landing pages, and a website builder included. The interface is noticeably faster and more intuitive than most competitors. You lose the CRM and advanced segmentation of tools like ActiveCampaign, but if your needs are straightforward email automation with great UX, MailerLite is hard to beat at $10/month. See my MailerLite vs ActiveCampaign comparison, or check MailerLite pricing.

Key Features

Drag-and-drop automationMulti-trigger workflowsLanding pagesWebsite builderA/B testing

✓Pros

  • Free plan with 1,000 subscribers
  • Beautiful, fast interface
  • Automation on all plans
  • Excellent deliverability

✗Cons

  • No CRM
  • Automation less powerful than ActiveCampaign
  • Limited integrations compared to bigger tools
  • No SMS
Software automation dashboard screenshot
Read Full ReviewVisit MailerLite →
#10
Kit

Kit

Best for Creators
★8.6/10
Best for: Content creators, bloggers, and newsletter operators who need simple automation

Creator-focused email marketing platform with powerful automations and integrated monetization tools

Why I like it:Kit (formerly ConvertKit) is built for creators, not marketers. The automation builder is visual and straightforward: tag-based triggers, conditional paths, and timed sequences. The subscriber tagging system is elegant and makes segmentation feel natural rather than technical. Free up to 10,000 subscribers (limited automation). Paid plans from $25/month unlock full automation, sequences, and the visual builder. The paid newsletter and digital product selling features let creators monetize directly. Not the right tool for ecommerce or complex B2B workflows, but for audience-based businesses, the simplicity is the selling point. See my Kit vs ActiveCampaign comparison, or check Kit pricing.

Key Features

Visual automation builderTag-based segmentationPaid newslettersDigital product sellingCreator commerce

✓Pros

  • Free plan for up to 10,000 subscribers
  • Creator-focused commerce tools
  • Excellent tagging and segmentation
  • Built-in paid newsletter support

✗Cons

  • Limited email design options
  • No CRM or sales features
  • Automation less powerful than ActiveCampaign
  • Not suited for ecommerce
Software automation dashboard screenshot
Read Full ReviewVisit Kit →
#11
Kartra

Kartra

Best All-in-One for Solopreneurs
★8.8/10
Best for: Solopreneurs who want email, funnels, checkout, and courses in one platform

True all-in-one marketing platform with advanced funnels, email automation, and membership hosting

Why I like it:Kartra bundles email automation, landing pages, sales funnels, membership sites, helpdesk, calendars, and checkout into one subscription. No Zapier required, no integrations to maintain. The automation builder supports behavioral triggers: if someone watches 50% of a video, tag them and start a sequence. If they visit the pricing page three times, trigger a discount offer. Starting at $59/month, you are replacing what would cost $200+/month across separate tools. The interface feels dated in places, and the template library is smaller than competitors. But for solopreneurs selling digital products or services, the all-in-one simplicity saves real time. See my Kartra vs HubSpot comparison for a detailed breakdown.

Key Features

Email automationSales funnelsMembership sitesCheckout systemBehavioral triggersHelpdesk

✓Pros

  • Everything in one subscription
  • Behavioral automation triggers
  • Built-in checkout and memberships
  • No third-party integrations needed

✗Cons

  • Interface feels dated
  • Smaller template library
  • No free plan
  • Learning curve for the full platform
Software automation dashboard screenshot
Read Full ReviewVisit Kartra →
#12
Systeme.io

Systeme.io

Best Free All-in-One
★8.4/10
Best for: Bootstrapped businesses that want automation, funnels, and courses for free

Complete marketing platform with sales funnels, email marketing, courses, and more at budget-friendly prices

Why I like it:Systeme.io's free plan includes email automation, sales funnels, online courses, a blog, and up to 2,000 contacts. That is the most generous free tier in the all-in-one category by a wide margin. The automation builder handles basic workflows: welcome sequences, purchase triggers, tag-based branching. Not as deep as ActiveCampaign, but for a free tool, the coverage is impressive. Paid plans start at $27/month for 5,000 contacts. The interface is not the most polished, and design customization is limited. But if budget is the primary constraint, Systeme.io covers more ground for $0 than most tools cover for $50. I covered this in detail in my Systeme.io free plan analysis.

Key Features

Free plan with automationSales funnelsOnline coursesBlog builderEmail marketing

✓Pros

  • Genuinely free plan with real features
  • Funnels, email, and courses included
  • Simple to set up
  • Paid plans are very affordable

✗Cons

  • Less polished interface
  • Limited design customization
  • Fewer integrations
  • Email deliverability not as strong
Software automation dashboard screenshot
Read Full ReviewVisit Systeme.io →
#13
HubSpot

HubSpot

Best Enterprise Automation
★7.8/10
Best for: Mid-market and enterprise teams that need CRM plus full marketing automation

All-in-one CRM and marketing platform with generous free tools but steep paid plan pricing jumps

Why I like it:HubSpot's free CRM is genuinely excellent. The marketing automation, however, is locked behind expensive paid plans. The free and Starter tiers ($15/month) give you basic email and forms. Real automation (workflows, lead scoring, A/B testing) requires Marketing Hub Professional at $800/month. That is a steep jump. If your company can justify the cost, the automation is powerful: complex branching workflows, predictive lead scoring, revenue attribution, and deep sales-marketing alignment. The ecosystem of integrations is unmatched. But for small businesses, you are paying enterprise prices. ActiveCampaign or Brevo deliver 90% of the automation value at 5-10% of the cost. For alternatives, see my best HubSpot alternatives page.

Key Features

CRM + marketing automationPredictive lead scoringRevenue attributionSales pipeline1,000+ integrations

✓Pros

  • Best-in-class CRM (free)
  • Enormous integration ecosystem
  • Powerful enterprise workflows
  • Strong reporting and attribution

✗Cons

  • Automation requires $800+/month plan
  • Per-seat pricing adds up
  • Annual contracts on Pro plans
  • Overkill for small businesses
Software automation dashboard screenshot
Read Full ReviewVisit HubSpot →
#14
GoHighLevel

GoHighLevel

Best for Agencies
★7.6/10
Best for: Agencies managing multiple client accounts under one flat fee

All-in-one CRM and marketing platform designed for agencies. Replaces multiple tools but has a steep learning curve.

Why I like it:GoHighLevel is built for agencies, not individual businesses. Flat-rate pricing regardless of how many clients or team members you add. CRM, email automation, SMS, funnels, booking, reputation management, and white-label client portals all in one platform. The automation builder is capable: multi-step workflows with triggers across channels (email, SMS, voicemail drops, Facebook Messenger). The catch: the learning curve is steep and the interface is not as polished as HubSpot or ActiveCampaign. Support can be slow. But the cost savings for agencies managing 10+ clients are dramatic compared to per-seat pricing at HubSpot. I covered the full breakdown in my GoHighLevel analysis.

Key Features

Flat-rate agency pricingWhite-label portalsEmail + SMS + voicemail automationCRMBooking systemReputation management

✓Pros

  • Flat pricing, unlimited clients
  • White-label everything
  • Replaces 5+ tools
  • Built-in SMS and voice

✗Cons

  • Steep learning curve
  • Interface not as polished
  • Support can be slow
  • Not ideal for non-agency users
Software automation dashboard screenshot
Read Full ReviewVisit GoHighLevel →
#15
Keap

Keap

Best for Small Business CRM
★7.5/10
Best for: Small businesses that need CRM and automation tightly integrated

Small business CRM with built-in marketing automation, formerly known as Infusionsoft

Why I like it:Keap (formerly Infusionsoft) has been in the small business automation space for 20+ years. The platform combines CRM, email marketing, invoicing, appointments, and automation into one dashboard. The automation builder is solid for small business workflows: lead capture to follow-up sequence to appointment booking to invoice. It connects the sales and marketing sides in a way that standalone email tools cannot. The price is the problem: $249/month for 2 users and 1,500 contacts, plus a mandatory $500+ implementation fee. That is steep for a small business tool. The automation is good but not $249-good when ActiveCampaign exists at $15/month. Worth considering only if you need the CRM plus invoicing plus automation combination and want everything in one place.

Key Features

CRM + automationInvoicingAppointment schedulingSales pipelineLead scoring

✓Pros

  • 20+ years in small business automation
  • CRM and invoicing in one platform
  • Strong sales-marketing integration
  • Reliable deliverability

✗Cons

  • $249/month starting price is steep
  • Mandatory $500+ implementation fee
  • Dated interface in places
  • Better alternatives exist for less money
Keap automation dashboard screenshot
Review coming soonVisit Keap →

How I Chose These

I evaluated each platform on five criteria: automation builder depth (conditional logic, branching, triggers), ease of setup for non-technical users, pricing transparency and value at scale, integration ecosystem, and deliverability reputation. I also factored in G2 and Capterra ratings, community feedback, and how each tool handles the shift toward AI-powered personalization.

Tools that gate basic automation features behind expensive plans got penalized. Tools that include automation on every plan got rewarded.

Frequently Asked Questions

Marketing automation software lets you set up workflows that run automatically based on triggers. When someone signs up for your newsletter, the tool sends a welcome sequence. When someone abandons a cart, it sends a recovery email. When a lead visits your pricing page three times, it alerts your sales team. Instead of manually sending each message, you build the workflow once and it runs 24/7.

Sender offers a free plan with 2,500 subscribers and automation included. Systeme.io's free plan includes automation plus funnels and courses. MailerLite's free plan covers 1,000 subscribers with automation. For paid plans, Sender starts at $7/month and Moosend at $9/month, both with solid automation builders.

Klaviyo if you are on Shopify. The native integration is deeper than anything else available. Omnisend if you want similar features at a lower price. Drip if you want a cleaner interface with strong revenue attribution. All three are built specifically for ecommerce automation flows like cart recovery, post-purchase sequences, and browse abandonment.

HubSpot's free CRM is excellent. But real marketing automation requires Marketing Hub Professional at $800/month. For most small and mid-size businesses, ActiveCampaign delivers comparable automation at $15/month. HubSpot becomes worth it when you need deep CRM-marketing-sales alignment and have the budget for enterprise tools.

Contact migration is easy (CSV export). The painful part is rebuilding automation workflows. Simple welcome sequences take minutes. Complex multi-step workflows with conditional logic can take a weekend to rebuild. Export your workflow screenshots before switching so you have a reference. Most platforms offer migration support or guides for switching from major competitors.

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