ActiveCampaign Review (2025): Why It's Our Top Pick for Automations

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• ActiveCampaign Tutorial
• AC vs Mailchimp

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ActiveCampaign Pricing

ActiveCampaign’s most affordable plan is their Starter plan which starts at $19. Their prices then rise quite quickly as you collect more subscribers, or if you start needing more advanced features. Learn more about ActiveCampaign’s pricing in our guide. You can compare it to other email marketing programs here.

Pros and Cons

Is ActiveCampaign the right newsletter service for you?

Rating Details

A More Detailed Look at ActiveCampaign's Top Features

As you can see from what we’ve already covered in this ActiveCampaign review, it offers a good range of pro features. Let’s break those down a little and assess what works and what could be improved:

ActiveCampaign Marketing Automation

At EmailTooltester, we’ve reviewed the marketing automation capabilities of dozens of ESPs and haven’t yet found a match for ActiveCampaign. Though ActiveCampaign’s competitors include marketing automation as part of their product, it isn’t necessarily at the center. ActiveCampaign, on the other hand, has made this their focus, allowing you to automate virtually anything: campaigns, deals, ecommerce automation, SMS, contact management, etc.

Marketing automation is included on all plans, however, sales automation is reserved for users on the Plus plan and higher with the addition of a CRM add-on (starting at $50/month). Be also aware that the cheaper plan (Starter) has some important limitations, like creating conditional branches for your workflows.

One-to-one email automation is quite unique to ActiveCampaign. You’ll be able to trigger automations directly through your inbox communications with leads. The only downside is that you’ll need to enable the Sales Engagement CRM add-on, and this isn’t cheap at all (with prices starting at $150/month).

We’ve been monitoring ActiveCampaign for years, and have seen them proactively add new features constantly, especially around the area of automation. This is a very good sign, as some other ActiveCampaign competitors haven’t been quite so forthcoming.

If you decide to use ActiveCampaign for your email marketing, you won’t be going it alone. We’ll take you through each step to automating your business in our complete ActiveCampaign automation video tutorial:

ActiveCampaign automation templates

I looked into ActiveCampaign’s automation templates, otherwise known as ‘recipes’ and found that they are both really well put together and easy to edit. There are tons to choose from (750 in fact!), and the categories make it easy to find what you’re looking for.

Other tools tend to provide quite general templates, whereas ActiveCampaign provides a whole host of integration-specific templates, like these automation recipes for Shopify:

The only downside is that, with so many templates, you can feel overwhelmed by the options. It may appear that some recipes are repeated, however, after revising the templates closely, you can see there are small differences between them. I can see how this could be a little confusing for some, but, at the end of the day, our experience tells us that the more targeted you can be with your campaigns the better.

ActiveCampaign SMS automation

SMS automation is included on the Plus plan and higher. You can integrate with a number of tools, such as ClickSend, MessageMedia and Twilio, and ActiveCampaign provides you with a variety of automation templates:

Be aware that SMS sending is only available on the Plus plan and higher, and you’ll need an add-on of around $21/month, plus sending credits. You’ll also need to be on the expensive Enterprise account if you want your own custom SMS number for sending.

ActiveCampaign CRM

As mentioned above, ActiveCampaign features a built-in CRM.

Small business owners looking for contact management software will find this feature particularly useful, to use alongside the advanced email marketing capabilities.

After extensive testing, I found that the software was pretty easy to use. You can set up multiple deal pipelines, and edit/add new stages to reflect your unique sales process. The drag and drop software makes it easy to manually move deals through the pipeline.

The more advanced user can benefit from this range of CRM automation templates, which covers everything from lead scoring to task management:

There are two CRM add-ons available: the B2C-targeted “Pipelines”, and the B2B-focused “Sales Engagement”. Pricing starts at $50/month, and it is reserved for those on the Plus plan and higher. It’s not exactly cheap, but when you consider everything you’re getting (advanced sales and marketing automation, contact & lead scoring, email & SMS sending, Facebook Custom Audience integration, etc.) it’s actually not a bad deal.

When compared against the best CRM software for small businesses, we found that most services charged per user, whereas ActiveCampaign included 25 user accounts, which will really help keep costs down.

We also conducted a detailed comparison of ActiveCampaign vs HubSpot and found that ActiveCampaign actually had a lot of advantages over the CRM giant. Most notably, it’s value for money.

ActiveCampaign Landing Pages

There are a total of 56 responsive landing page templates, and you can also build your own and save it as a custom page for future use.

After analyzing the designs and editor, I’d say they are attractive and modern, the only thing is that it isn’t so easy to move blocks around the page when editing. For example, you can’t move an element up or down slightly, instead, you can only move it between the outlined sections. I imagine ActiveCampaign has set it up like this so that every element is aligned, but it means you have less creative freedom than with other website and landing page builders like Wix.

I also couldn’t find a way to add a link to images, which isn’t ideal.

The cool (and unique) thing about ActiveCampaign’s landing pages is that you can include dynamic content (web personalization) so that each user sees exactly what’s relevant to them. This will help you to target leads in an intelligent way, e.g. only showing users content that’s relevant to their geolocation or industry or showing them products based on their purchase history. You can also enable tracking on your pages. Check out our complete guide to ActiveCampaign’s landing pages here.

ActiveCampaign Migration Services & Support

If you’re looking to move to ActiveCampaign from another email marketing platform, there’s good news: ActiveCampaign offers some support. They offer a free migration that includes moving your email list, forms, landing pages, automations, and email templates.

Depending on your plan, they’ll migrate a certain number of items (or “marketing assets,” as they call them). For example, when we switched from Mailchimp to ActiveCampaign, I was allowed to choose 5 items for them to move (we used the cheapest plan, Starter). Honestly, though, no one knows your email setup like you do—after they finished, I still had to make a lot of manual adjustments. I’m thankful they helped, but I’m not sure it actually saved me much time.

One great thing about the assisted migration was having direct contact with my account manager, Laura. It meant I could email her with any questions about their system, which was way more efficient than using chat support—I didn’t have to explain the context every time I needed help. Of course, if you need a quick answer, the chat support is super handy.

Conclusion

So do we recommend ActiveCampaign?

As this ActiveCampaign review highlights, it’s really tough to fault ActiveCampaign if you’re after a powerful sales and marketing platform (and budget isn’t an issue). I was impressed at how far its automations can take you, letting you build finely targeted campaigns and segments. And its reporting offers you insight into almost all facets of your digital marketing, including page visits, geo-tracking, sales, and more.

The support team is friendly, and tries to be helpful, you won’t have to wait around long for an answer. However, we did have to contact them several times to get issues fixed. With their ‘Plus’ plan you even get access to one-on-one training and helpful webinars, which is a nice addition.

One area that is slightly lacking is the email builder, with a few niggling features that could be executed better (like the revision history).

Another thing I am a little disappointed with is their Starter plan, which feels very limited as it only offers one type of form (e.g. no modals, floating bars or boxes, only inline form), limited automations (e.g. no conditional branching), and no way to create emails with conditional formatting.

However, I think this ActiveCampaign review shows that it is really one of the best choices you could make if you’re looking for an all-in-one digital marketing tool as part of your email marketing strategy. Their marketing and sales automation makes other tools’ automated workflows look basic in comparison. (See why it makes an excellent Mailchimp alternative here, and a great Constant Contact alternative, for that matter!)

You’ll need to be prepared to put in a bit of time due to the slightly steeper learning curve, and perhaps spend a little more money, but your business will reap the rewards.

> Try ActiveCampaign now for free for 14 days.

On the other hand, if you’re just looking for a simple way to blast out newsletters, there may be another ActiveCampaign alternative (like GetResponse or MailerLite) better suited to you. And if budget is the main issue, there are also many cheaper email service providers available in the market.

I hope you’ve found this ActiveCampaign review helpful. Feel free to leave us a comment if you have any questions!

ActiveCampaign Alternatives

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There are plenty of excellent ActiveCampaign alternatives.

GetResponse is a powerful alternative to ActiveCampaign with loads of pro options (e.g. a webinar tool) and good automations. Unlike ActiveCampaign, they offer their platform in more than 20 languages, and their design and testing tools are excellent. Read the full comparison in our GetResponse vs ActiveCampaign guide.

Brevo is one of the cheapest all-in-one email marketing tools on the market. It’s available in 6 languages and comes with advanced automation options and a built-in CRM. Learn more about Brevo vs ActiveCampaign.

MailerLite is one of the most affordable solutions, in fact, their free plan is very generous. Their approach to email marketing design is admirable, offering modern-looking templates. It’s also one of the easiest tools we’ve ever used. (Read more about MailerLite vs ActiveCampaign.)

See how Mailchimp compares to ActiveCampaign. You can also compare it to newcomer tinyEmail in our ActiveCampaign vs tinyEmail guide.

Still not sure which is the right newsletter tool for you? Try our Smart Finder.