Software category
Marketing Automation Software
Automate email campaigns, segmentation and lifecycle messaging.
Marketing Automation software profiles
Software profile
ActiveCampaign
ActiveCampaign is a marketing automation platform with multi-step automation from its cheapest plan, AI builders, segmentation and, on higher plans, landing pages, predictive sending and attribution.…
Software profile
Adobe Marketo Engage
Adobe Marketo Engage is an enterprise B2B marketing automation platform covering email, journeys, lead and account management, scoring, events and native integration with Salesforce, Microsoft Dynamics…
Software profile
Brevo
Brevo is a marketing platform for email, SMS and automation that prices mainly by monthly email volume rather than contacts. Its free plan allows up to…
Software profile
HubSpot Marketing Hub
HubSpot Marketing Hub is HubSpot's marketing automation product, running on the same CRM as its sales and service tools. It has a free tier for up…
Software profile
Klaviyo
Klaviyo calls itself the B2C CRM: email and mobile messaging, flows, segmentation, revenue-attributed reporting, a Customer Hub and a helpdesk, priced by product and active profiles.…
Software profile
Mailchimp
Mailchimp is an email marketing and automation platform with Free, Essentials, Standard and Premium plans priced by contact count, with sends capped at 10x to 15x…
What is marketing automation software?
Marketing automation software sends the right message to the right contact at the right time without someone pressing “send” each time. You build automated flows (welcome series, abandoned-cart reminders, lead nurturing, re-engagement) triggered by what contacts do, and you segment your audience by behaviour and attributes. Most tools also handle one-off email campaigns, signup forms and reporting, and many add SMS, landing pages and lead scoring.
Who uses it: ecommerce and consumer brands running lifecycle email and SMS, B2B marketing teams nurturing leads for sales, and small businesses sending newsletters and simple automations.
Quick comparison: six tools we have researched
| Tool | Free plan | Entry paid price listed | Priced by | Typical fit |
|---|---|---|---|---|
| HubSpot Marketing Hub | Yes, up to 2 users | Starter from $7/seat/mo (promo; $20 regular) | Seats plus marketing contacts | B2B, CRM-centred teams |
| ActiveCampaign | No (14-day trial) | Starter $15/mo, billed yearly, 1,000 contacts | Contacts | Small and mid-sized businesses |
| Mailchimp | Yes, 250 contacts | Not verified in USD (regional pricing) | Contacts | Small businesses, newsletters |
| Brevo | Yes, 300 emails/day | Starter $9/mo ($8.08 yearly), 5,000 emails | Email volume | Small businesses, large lists |
| Klaviyo | Yes, 250 profiles | Email $20/mo at 500 profiles | Active profiles | Ecommerce brands |
| Adobe Marketo Engage | No | Quote only | Quote | Enterprise B2B |
How to choose a marketing automation tool
- Start from your business model. Ecommerce needs store integration, product data and revenue attribution. B2B needs lead scoring, CRM sync and sales handoff. Newsletters need simple sending at a low cost per contact.
- Understand the pricing unit. Tools charge by contacts, active profiles, emails sent or seats. A list of 50,000 contacts emailed monthly costs very differently under each model.
- Check where automation starts. Several free and entry plans exclude or limit automated flows.
- List the channels you need. Email only, or SMS, WhatsApp, push and landing pages too? Extra channels are often billed per message.
- Price year two. Several vendors run first-month or first-year discounts. Ask what you will pay after the promotion and as your list grows.
Features to evaluate
| Feature | Why it matters | Question to ask |
|---|---|---|
| Flow builder | Automations drive most of the value in this category. | Which plan unlocks multi-step flows with branching? |
| Segmentation | Relevant messages need behaviour-based segments. | Can we segment on website, purchase and custom events? |
| Integrations | Store, CRM and form data feed every automation. | Is our ecommerce platform or CRM integrated natively? |
| Deliverability | Automated email only works if it reaches the inbox. | Is there dedicated IP, authentication guidance or specialist support? |
| Reporting and attribution | Shows which flows and campaigns drive revenue or pipeline. | Is revenue or conversion attribution included on our plan? |
| Additional channels | SMS and WhatsApp can lift conversion but add per-message cost. | What does each message cost in our countries? |
Pricing models and total cost
- By contacts or profiles (ActiveCampaign, Mailchimp, Klaviyo): cost grows with list size, so cleaning inactive contacts directly saves money.
- By email volume (Brevo): cost grows with how much you send, which can suit large lists emailed infrequently.
- By seats plus marketing contacts (HubSpot Marketing Hub): Professional and Enterprise include a contact allowance and require one-time onboarding ($3,000 and $7,000 on 20 Oct 2026).
- By quote (Adobe Marketo Engage): enterprise packages priced through Adobe’s sales team.
Which tools to shortlist, by situation
- Ecommerce brands: Klaviyo, which calls itself “the B2C CRM”, or Brevo’s Professional plan with ecommerce features.
- B2B teams that want marketing and CRM together: HubSpot Marketing Hub.
- Small businesses that want strong automation at a low entry price: ActiveCampaign or Brevo Standard.
- Simple newsletters with a free start: Mailchimp or Brevo’s free plans.
- Enterprise B2B with Salesforce or Microsoft Dynamics: Adobe Marketo Engage, which lists native CRM integration.
Common mistakes
- Paying to store contacts you never email. On contact-based plans, prune or archive unengaged contacts regularly.
- Choosing on a promotional price. Check the price after first-month or first-year discounts.
- Building flows before tracking works. Automations depend on accurate website, store and form data. Set up tracking first.
- Ignoring consent. Email and SMS marketing require appropriate consent in many countries; build it into forms from day one.
Marketing automation FAQs
Which marketing automation tools are free?
On 20 Oct 2026, HubSpot Marketing Hub, Mailchimp (250 contacts), Brevo (300 emails a day) and Klaviyo (250 profiles, 500 emails a month) had free plans. Mailchimp’s free plan does not include automation flows.
Is email marketing the same as marketing automation?
Email marketing usually means sending campaigns. Marketing automation adds triggered, multi-step flows and segmentation based on behaviour. Most tools here do both, but automation often needs a paid plan.
How much does marketing automation cost?
Entry plans listed on 20 Oct 2026 ranged from $7 (a promotional HubSpot Starter price) to $20 a month for small lists, while B2B suites such as HubSpot Marketing Hub Professional started at $800 a month plus onboarding. Marketo Engage is quoted.
How we researched this page
This guide is desk research by the SoftPilot Editorial Team. We have not tested these tools hands-on. Prices and plans were read from each vendor’s official pricing page on 20 October 2026; where a vendor showed regional prices, we say so. No vendor paid for inclusion, and SoftPilot earns nothing from the links on this page.