Best Marketing Automation Software: Email and SMS Journeys for Small Business

The tools side by side

Each row is the plan I priced for multi-step journeys to about a thousand contacts. SMS is an add-on or missing on most of them, and each card says which.

ActiveCampaign: I priced Plus. Starter's automations are capped (5 actions per automation) and it has no SMS add-on, so I priced Plus.

GetResponse: I priced Marketer. Starter allows 1 custom automation workflow and no abandoned cart emails, so I priced Marketer.

Omnisend: I priced Pro. Standard has no SMS automation, so I priced Pro.

HubSpot: I priced Professional. Starter stops at simple automation with a small action limit, so I priced Professional.

automated email and SMS journeys for about a thousand contacts: plan priced, monthly and annual cost, Automation on this plan, Users included, Free start

Tool and plan	Cost per month	Automation on this plan	Users included	Free start
ActiveCampaignPlus	$49annual $59 monthly	Unlimited actions	1	14-day trial
GetResponseMarketer	$48.38annual $59 monthly	Yes	5	Free account and a 14-day trial
BrevoFree	Free	Limited to 2,000 contacts	1	Free plan
KlaviyoMarketing	Not sold annually $30 monthly	Yes	Not published	Free plan
OmnisendPro	Not sold annually $59 monthly	Yes	unlimited	Free plan
DripDrip	Not sold annually $39 monthly	Up to 50 workflows	Not published	14-day trial
KeapPro	Not sold annually $299 monthly	Yes	2	14-day trial
HubSpotProfessional	$800annual $890 monthly	Unlimited actions, plus omni-channel marketing automation (up to 300 workflows for 10 teams)	3	Free plan
MoosendPro	$13annual $16 monthly	Yes	5	30-day trial

Nine picks, in the order I'd consider them

Each one says who it is for, what it costs for automated journeys to about a thousand contacts, and what you give up.

1

ActiveCampaign

Best overall: journeys with room for SMS and a CRM

Desk research

Choose it if

You want journeys that branch on opens, clicks, tags and purchases, and expect to add SMS steps or deal stages later without changing tools.

Consider GetResponse instead if

You want several logins and abandoned cart emails at a lower price, and SMS can wait.

Why it fits automated journeys to about a thousand contacts

ActiveCampaign is the marketing automation tool for a small business that wants depth without an enterprise contract. Plus removes Starter's cap of 5 actions per automation, unlocks the paid SMS add-on and the CRM add-on, and keeps abandoned cart automation and the Shopify and WooCommerce integrations. That combination of branching journeys, SMS steps and deal triggers is what this guide is about.

The plan I priced

I priced Plus: $49/month billed annually, or $59/mo on monthly billing, for the first band of contacts. Starter is cheaper, but its automations are capped (5 actions per automation) and it cannot buy SMS. ActiveCampaign refunds within 30 days.

Closest alternative

GetResponse becomes the better choice when more than one person builds campaigns and you would rather pay less than get SMS.

See ActiveCampaign plans

Automated journeys to about a thousand contacts: Plus

Billed annually

$49/mo

Billed monthly

$59/mo

The trade-off

Plus includes 1 user, the SMS add-on's per-message price isn't published on the pricing page, and the price climbs quickly with each contact band. There is no free plan, only a 14-day trial.

What my review says

Best for: A small business that wants branching email journeys now and SMS steps or a sales pipeline later, in the same tool.

Skip it if you need several users on a small budget, or you only send newsletters.

Strengths

• Plus runs automations with no cap on actions.
• SMS and CRM add-ons are available from Plus upward.

Limits

• Plus includes 1 user.
• No free plan; the trial lasts 14 days.

See ActiveCampaign plansMy ActiveCampaign reviewActiveCampaign pricingActiveCampaign alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

2

GetResponse

Best value for email journeys with a team

Desk research

Choose it if

Two or more people build campaigns, journeys are email-only for now, and the budget matters.

Consider ActiveCampaign instead if

SMS steps are part of the plan. GetResponse keeps SMS for its Enterprise tier.

Why it fits automated journeys to about a thousand contacts

GetResponse gives a small team the automation builder for less than most picks here: Marketer includes automation workflows, abandoned cart emails and 5 users, against 1 on ActiveCampaign Plus. It connects to Shopify and WooCommerce, so purchase triggers work too.

The plan I priced

I priced Marketer: $48.38/month billed annually, or $59/mo on monthly billing, for the first list band. GetResponse's free plan covers 500 contacts without automation, and there is a 14-day trial without a card.

Closest alternative

Moosend becomes the better choice when you want automated email for the lowest bill and can do without a free plan.

See GetResponse plans

Automated journeys to about a thousand contacts: Marketer

Billed annually

$48.38/mo

Billed monthly

$59/mo

The trade-off

SMS marketing and SMS automation sit on Enterprise only, so email is the only channel on the plan I priced. Starter allows 1 custom automation workflow, which is not enough for real journeys.

What my review says

Best for: A small team that wants automated email journeys and abandoned cart emails for a modest bill.

Skip it if SMS steps belong in your journeys, because GetResponse keeps SMS for Enterprise.

Strengths

• Marketer includes 5 users.
• Abandoned cart emails are included on Marketer.

Limits

• No SMS below Enterprise.
• Starter allows 1 custom automation workflow.

See GetResponse plansMy GetResponse reviewGetResponse pricingGetResponse alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

3

Brevo

Email and SMS in one account, free to start

Hands-on

Choose it if

You want email and text messages from one account and your contact list is much bigger than your monthly sending.

Consider ActiveCampaign instead if

You need deeper branching and a CRM add-on more than a low bill.

Why it fits automated journeys to about a thousand contacts

Brevo fits a business that wants SMS next to email without a second tool: SMS campaigns sit on every plan, with credits bought separately, and abandoned cart flows are on every plan too. Because the bill follows emails sent rather than contacts stored, a list that is large but mailed rarely costs far less here than on a contact-priced tool.

The plan I priced

For about a thousand contacts, Brevo's free plan covers the journeys: automation on Free works for a limited number of contacts, and sending stops at 300 emails a day. Standard starts at $18/month billed monthly for its smallest sending band and lifts the automation limit. Brevo prices paid plans by monthly email volume, so a busier schedule moves you up a band.

Closest alternative

Omnisend becomes the better choice when your journeys start in an online store and you want SMS automation bundled into the plan.

See Brevo plans

Automated journeys to about a thousand contacts: Free

Free plan

$0

Next step up, Standard: $31.50/mo annual

Standard lifts the automation contact limit and is priced by monthly email volume.

The trade-off

On Free and Starter, automation is limited to a set number of contacts, and the free plan stops at a daily send cap with Brevo's branding on every email. The workflow builder is simpler than ActiveCampaign's, and paid prices rise with every sending band.

What my review says

Best for: A business that wants email and SMS journeys from one account and has more contacts than monthly sends.

Skip it if you send to your whole list often, because the bill follows sending volume.

Strengths

• SMS campaigns and abandoned cart flows on every plan.
• Contacts stored don't drive the price.

Limits

• Automation on Free and Starter is limited to a set number of contacts.
• A simpler workflow builder than ActiveCampaign's.

See Brevo plansMy Brevo reviewBrevo pricingBrevo alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

4

Klaviyo

Best for journeys driven by store data

Desk research

Choose it if

You run an online store and want browse, cart and purchase events to drive every journey.

Consider Omnisend instead if

You want SMS automation included in a flat plan price instead of paid per send.

Why it fits automated journeys to about a thousand contacts

Klaviyo is the automation pick for an online store: its Shopify and WooCommerce integrations feed purchase and cart data straight into flows and segments, and abandoned cart automation is available from the free plan up. The free plan even includes a small monthly allowance of mobile messages to test SMS steps.

The plan I priced

For about a thousand active profiles, Klaviyo's Marketing plan is $30/month billed monthly. Klaviyo prices by active profiles on a slider and shows monthly prices only. The free plan covers 250 profiles.

Closest alternative

Omnisend becomes the better choice when you want SMS automation bundled into the plan and unlimited email at a flat price for a small list.

See Klaviyo plans

Automated journeys to about a thousand contacts: Marketing

Billed monthly

$30/mo

Above 150,000 subscribers: no bigger plan is published.

The trade-off

SMS on the paid plan is a separate pay-per-send add-on, the price rises with every active profile, and there is no yearly discount. A service business with no store gets little from the ecommerce depth.

What my review says

Best for: An online store that wants cart, browse and purchase data to drive its email and SMS flows.

Skip it if you don't sell through a store, or you want a yearly discount.

Strengths

• Native Shopify and WooCommerce integrations.
• Abandoned cart flows on every plan, the free one included.

Limits

• SMS is paid per send on top of the plan.
• Monthly prices only, rising with every active profile.

See Klaviyo plansMy Klaviyo reviewKlaviyo pricingKlaviyo alternativesNo affiliate link: plain link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

5

Omnisend

SMS automation bundled in, for stores

Desk research

Choose it if

You sell online and want SMS steps inside your cart and post-purchase journeys without a separate tool.

Consider Klaviyo instead if

You want deeper segmentation on store data and accept paying for SMS per send.

Why it fits automated journeys to about a thousand contacts

Omnisend suits a store owner who wants text messages inside the same journeys as email: SMS automation is ticked on Pro, which also sends unlimited email and allows unlimited users. Pre-built workflows for carts, browsing and purchases come with every plan, and it connects natively to Shopify and WooCommerce.

The plan I priced

I priced Pro: $59/month billed monthly, which holds that price through the first few list bands. Standard is cheaper but has no SMS. Omnisend sells monthly billing only, with an optional prepaid quarter at a discount.

Closest alternative

Klaviyo becomes the better choice when your store data is complex and you want to segment on it in more detail.

See Omnisend plans

Automated journeys to about a thousand contacts: Pro

Billed monthly

$59/mo

The trade-off

SMS automation is Pro only, so the cheaper Standard plan is email and push. SMS messages are still bought on top as a pay-as-you-go add-on. There is no annual plan.

What my review says

Best for: A store owner who wants SMS steps inside cart and post-purchase journeys, priced as one plan.

Skip it if you don't sell online, or you only need email automation.

Strengths

• SMS automation and unlimited email on Pro.
• Pre-built ecommerce workflows on every plan.

Limits

• SMS messages are still bought on top.
• Monthly billing only.

See Omnisend plansMy Omnisend reviewOmnisend pricingOmnisend alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

6

Drip

Drip campaigns on one plan with every feature

Desk research

Choose it if

You want drip campaign software without comparing tiers, and your store runs on Shopify, WooCommerce or BigCommerce.

Consider Klaviyo instead if

You want a free plan to build on and SMS priced inside the same account.

Why it fits automated journeys to about a thousand contacts

Drip keeps the buying decision simple: one plan, priced by list size, with segmentation, on-site campaigns and up to 50 workflows included at every band. It integrates with Shopify, WooCommerce and BigCommerce, so store events can start a journey.

The plan I priced

For this list Drip is $39/month billed monthly, the price of its smallest band. It offers a 14-day trial without a card.

Closest alternative

Omnisend becomes the better choice when you want SMS automation included in the plan.

See Drip plans

Automated journeys to about a thousand contacts: Drip

Billed monthly

$39/mo

Above 180,000 subscribers: no bigger plan is published.

The trade-off

Drip's pricing page doesn't document SMS or a yearly price, and the smallest band is bigger than this list, so a small store pays for headroom. There is no free plan.

What my review says

Best for: A store owner who wants drip campaigns on one simple plan with every feature included.

Skip it if you need documented SMS, a yearly price or a free plan.

Strengths

• One plan with every feature at every list size.
• Up to 50 workflows included.

Limits

• SMS isn't documented on the pricing page.
• No free plan and no published yearly price.

See Drip plansMy Drip reviewDrip pricingDrip alternativesNo affiliate link: plain link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

7

Keap

CRM-first automation for service businesses

Desk research

Choose it if

You sell services by appointment and want follow-ups, reminders and texts triggered from the contact record.

Consider ActiveCampaign instead if

You want similar CRM triggers for a much smaller monthly bill and no setup package.

Why it fits automated journeys to about a thousand contacts

Keap is built around the contact record of a service business: the Pro plan includes a CRM, automation, 2 users and a tier of text messages and voice minutes in the subscription, plus Gmail and Outlook integration. For a coach, clinic or consultancy that follows up by phone and text as much as by email, that saves a second tool.

The plan I priced

For this list Keap Pro is $299/month billed monthly, priced by contact count. The required implementation package is extra, and Keap offers a 14-day trial without a card.

Closest alternative

HubSpot becomes the better choice when you want the bigger CRM ecosystem and can pay for Professional.

See Keap plans

Automated journeys to about a thousand contacts: Pro

Billed monthly

$299/mo

Above 49,900 subscribers: no bigger plan is published.

The trade-off

It is one of the priciest picks here, a paid implementation package is required on top, and annual contracts carry an early termination fee. Broadcast and automated texts work in the US only.

What my review says

Best for: A US service business that follows up by email, text and phone from one contact record.

Skip it if you are outside the US and need text automation, or the setup fee and contract are a dealbreaker.

Strengths

• Text messages and voice minutes included in the subscription.
• 2 users and a CRM on the one plan.

Limits

• A paid implementation package is required.
• Automated and broadcast texts are US only.

See Keap plansMy Keap reviewKeap pricingKeap alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

8

HubSpot

The CRM giant, if you can pay for Professional

Hands-on

Choose it if

Sales and marketing share one CRM, and journeys must trigger from deal stages, forms and website visits.

Consider ActiveCampaign instead if

You want branching journeys and a CRM add-on for a fraction of the price.

Why it fits automated journeys to about a thousand contacts

HubSpot is the choice when the CRM comes first and marketing automation has to sit on top of it. Professional lifts automation to unlimited actions with omni-channel workflows, includes 2,000 marketing contacts and 3 seats, and is the first tier where the SMS add-on can be bought.

The plan I priced

I priced Professional: $800/month billed annually, or $890/mo on monthly billing, plus the onboarding fee. The free tools and Starter are worth using to learn the CRM, but neither runs real journeys.

Closest alternative

Keap becomes the better choice when you are a US service business and want texts included at a fraction of Professional's monthly price.

See HubSpot plans

Automated journeys to about a thousand contacts: Professional

Billed annually

$800/mo

Billed monthly

$890/mo

The trade-off

Professional costs many times more than any other pick here, needs an annual commitment, and adds an onboarding fee: $3,000 one-time. Starter is cheap, but its automation is capped at a small number of actions.

What my review says

Best for: A business whose sales team already lives in HubSpot's CRM and wants journeys triggered by deals.

Skip it if you are a small business without a sales team, because Professional's price and onboarding fee outweigh what you'd use.

Strengths

• Unlimited automation actions on Professional, built on HubSpot's CRM.
• The SMS add-on is available from Professional.

Limits

• Annual commitment and a one-time onboarding fee.
• Starter's automation is too small for real journeys.

See HubSpot plansMy HubSpot reviewHubSpot pricingHubSpot alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

9

Moosend

Cheapest automated email

Desk research

Choose it if

You want automated email on the smallest bill and don't need SMS.

Consider GetResponse instead if

You want abandoned cart emails documented on the plan and a free plan to start on.

Why it fits automated journeys to about a thousand contacts

Moosend is the budget route into email automation: Pro includes automation workflows, unlimited email sends and 5 users, and it tracks product views, carts and purchases for store-triggered emails. For about a thousand contacts it costs less than any other pick here.

The plan I priced

For this list Pro is $13/month billed annually, or $16/month billed monthly. The 30-day trial needs no card.

Closest alternative

GetResponse becomes the better choice when you want a free plan to start from and several users on a documented abandoned cart plan.

See Moosend plans

Automated journeys to about a thousand contacts: Pro

Billed annually

$13/mo

Billed monthly

$16/mo

Above 1,000,000 subscribers: no bigger plan is published.

The trade-off

Moosend's pricing page doesn't document SMS or a native Shopify integration, and there is no free plan. The trial limits you to one published workflow.

What my review says

Best for: A small business that wants automated email journeys on the smallest possible bill.

Skip it if SMS or a native Shopify connection is part of the plan.

Strengths

• Automation and unlimited sends on Pro.
• A 30-day trial without a card.

Limits

• SMS isn't documented on the pricing page.
• No free plan.

See Moosend plansMy Moosend reviewMoosend pricingMoosend alternativesAffiliate link

Best Marketing Automation Software: Email and SMS Journeys for Small Business

What automated journeys to about a thousand contacts really costs

The bars are the plan that runs real multi-step automation for about a thousand contacts, on yearly billing where the vendor sells it. I left HubSpot off because Professional costs many times more than the rest, and Brevo because its free plan covers this list until you outgrow the daily send cap.

ActiveCampaign: priced on Plus. Starter's automations are capped (5 actions per automation) and it has no SMS add-on, so I priced Plus.

GetResponse: priced on Marketer. Starter allows 1 custom automation workflow and no abandoned cart emails, so I priced Marketer.

Omnisend: priced on Pro. Standard has no SMS automation, so I priced Pro.

HubSpot: priced on Professional. Starter stops at simple automation with a small action limit, so I priced Professional.

Other options, and why they missed the list

A tool made this list only if a small business can buy multi-step automation on a published, self-serve plan. Enterprise suites sold only through sales calls (Marketo, Salesforce Marketing Cloud, Pardot) are left out, because their prices are not published and their buyers are marketing departments, not owners.

• 

  Mailchimp

  Automation flows start on paid plans with tight step limits on Essentials. MailerLite, Brevo or Moosend give more automation for less.

• 

  MailerLite

  Good automation for a simple tool, but no documented SMS. It leads the hub guide instead.

• 

  Kit

  Visual automations suit creators selling to a newsletter list. The newsletter guide covers it.

• 

  Systeme.io

  Automation rules are part of a funnel and course bundle. The all-in-one guide covers it.

How I chose, and how I earn from this page

Questions people ask

Compare two of them head to head

• ActiveCampaign vs GetResponse
• ActiveCampaign vs Klaviyo
• Keap vs ActiveCampaign
• Omnisend vs ActiveCampaign
• Moosend vs ActiveCampaign
• Drip vs Klaviyo
• Omnisend vs Brevo