ActiveCampaign Pricing: How Do I Get My Money’s Worth?

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Inka Wibowo

Inka Wibowo

Researcher

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It’s no secret that ActiveCampaign is one of our favorite email marketing tools. We’ve had great experiences with their support, reports, and their automations are hard to beat.

But with plans ranging from the affordable Starter plan to the fully-featured Enterprise offering, the question is: which would we recommend for you? And how much do add-ons like its CRM and SMS packages cost?

Finally, will their product scale well if you increase your subscribers (as the result of a successful long term email marketing strategy)?

Let’s break down ActiveCampaign’s plans and prices below to find out.

ActiveCampaign Pricing: What Do I Get?

While ActiveCampaign’s premium prices used to place it at the higher end of the email service provider (ESP) market, the recent introduction of its Starter plan has changed all that.

Users can now enjoy a selection of ActiveCampaign’s automation features, site tracking capabilities, and ecommerce integrations from just $19/month. Prices go up incrementally once you have more than 1,000 subscribers.

But what if you find yourself outgrowing the limits of the Starter plan?

  • To access additional features, such as advanced automation triggers, a landing page builder, generative AI, retargeting ads and revenue reporting, you’ll need to upgrade to the Plus plan, which starts at $49/month.
  • The Pro plan unlocks features such as conditional content, conversion attribution, priority support and ecommerce integrations with BigCommerce, Magento, & Shopify Plus. This starts at $79/month.
  • There’s also an Enterprise plan starting at $145/month if you need integrations with CRMs like Salesforce or Microsoft Dynamics, custom objects, and a dedicated account team.

Not included are ActiveCampaign’s CRM products ("Pipelines" and "Sales Engagement"), SMS or transactional emails – although these can be purchased as add-ons from the Plus plan onwards (more on that below).

It’s worth noting that, unlike most of the ESPs we review on this site, they do not offer a free plan. However, you can still give it a test drive for 14 days without paying anything (and send up to 100 emails during this time). Once you commit to a paid plan, you can even take advantage of their free migrations offer.

Discounts of up to 20% are also available if you choose to commit to an annual plan.

To decide which plan is the right one for you, have a look at our complete breakdown below.

Marketing Prices and Plans in Detail (Month-to-Month Commitments)

Starter Plus Pro Enterprise
Features
Users 1 1 3 5
Email sending limit 10x contact list 10x contact list 12x contact list 15x contact list
Autoresponders Yes Yes Yes Yes
Automations Yes (limited triggers, max. 5 actions per automation) Yes (adds date-based triggers, event-based triggers, and contact scoring) Yes (adds split automations) Yes (adds triggers based on custom objects)
Templates and design editor Yes Yes Yes Yes
Landing page editor No Yes Yes Yes
Reports Yes Yes (adds goal overview and marketing revenue) Yes (adds predictive content and conversion attribution) Yes (adds custom reports)
Segmentation Yes (excluding and/or conditions) Yes (adds event data and ecommerce product segmentation) Yes (adds attribution and conversion data) Yes (adds custom object segmentation)
Forms Basic and inline Yes Yes Yes
Newsletter inbox preview Paid 5 free a month 5 free a month Unlimited
Attribution metrics No No Yes Yes
On-site messages No No Yes Yes
Social media integrations No Yes Yes Yes
API & Web hooks No Yes Yes Yes
Custom Domain No Yes Yes Yes
Migration services Basic Basic Priority Priority
Email & Live Chat support Basic Basic Priority Priority
Phone support and personalized help No No No Yes
Uptime SLA No No No Yes
ActiveCampaign Marketing Plan Cost based on list size
1000 users (unlimited emails) $19 a month $59 a month $99 a month $179 a month
2,500 users (unlimited emails) $49 a month $119 a month $189 a month $319 a month
5,000 users (unlimited emails) $99 a month $179 a month $259 a month $469 a month
10,000 users (unlimited emails) $189 a month $239 a month $469 a month $739 a month
25,000 users (unlimited emails) N/A $489 a month $789 a month $1,099 a month
50,000 users (unlimited emails) N/A $759 a month $1,209 a month $1,459 a month
100,000 users (unlimited emails) N/A Request a quote Request a quote Request a quote

CRM Pricing in Detail

ActiveCampaign’s CRM (customer relationship management) products are available as a separate add-on for users of the Plus, Pro and Enterprise plans. The two CRM add-ons are:

  • Pipelines - This package is targeted at B2C businesses. It includes pipeline management features, deal records, account records and lead scoring
  • Sales Engagement - This CRM package is ideal for B2B organizations. It includes the ability to send automated 1:1 emails, as well as AI-powered tools such as win probability and sentiment analysis

Both packages also allow you to incorporate sales-related triggers and actions within your automations, such as updating deal status or stage, and adjusting deal scores.

However, the pricing can get a little confusing as it varies depending on which paid plan you’re on, and how many users you have. What’s more, there are discounts of up to 10-20% if you opt for a yearly commitment.

Here’s the pricing for ActiveCampaign’s CRM plans on a month-to-month commitment:

Plus plan Professional plan Enterprise plan
Pipelines CRM add-on
  • $50 for 1 user
  • $20 per additional user
  • $85 for 1 user
  • $40 per additional user
  • $120 for 1 user
  • $50 per additional user
Sales Engagement CRM add-on
  • $150 for 4 users
  • $40 per additional user
  • $275 for 6 users
  • $60 per additional user
  • $500 for 8 users
  • $80 per additional user

ActiveCampaign Add-Ons: What’s Not Included in Your Plans

Aside from the CRM products, there are a few other add-ons that you can also purchase. These include:

SMS

Available on the Plus, Pro and Enterprise plans, this feature lets contacts subscribe to your list via SMS, and also allows you to send SMS messages within your automations. It’s $21/month to use this add-on, but you’ll also need to purchase credits to send messages. Here’s a breakdown of how much they cost:

Credits Cost Price per credit
1,000 $21 $0.021
2,500 $25 $0.010
5,000 $45 $0.009
10,000 $90 $0.009
25,000 $200 $0.008
50,000 $400 $0.008
75,000 $600 $0.008
100,000 $800 $0.008
250,000 $1,500 $0.006
500,000 $2,000 $0.004

Transactional email

Postmark is ActiveCampaign’s transactional email service. It lets you send triggered emails such as purchase receipts, shipping confirmations, email verifications, and password resets (which are not possible to send through ActiveCampaign).

While Postmark offers a free plan of up to 100 transactional emails per month, its paid plans are expensive compared to other transactional email providers, starting from $15 per month for up to 10,000 emails. Learn more about how Postmark fares against other transactional email services.

Custom reports

Custom reports let you build your own advanced reports based on contacts, deals, automations, campaigns, and ecommerce data. For example, you could generate a report on the average commitment time of a contact who unsubscribed for a particular campaign or automation.

Starting at $159/month and increasing once your subscriber numbers hit 300k contacts, this add-on feels a little pricey for the small-to-medium business audience. However, it is included for free on the Enterprise tier.

Dedicated IP

If you have over 100,000 contacts and need a dedicated IP for your email marketing, you can purchase one for ActiveCampaign for $750. While most other email marketing providers charge you on a monthly or yearly basis, ActiveCampaign charges this as a one-time cost, which can save you a great deal of money in the long run. However, it’s only available to Enterprise plan users.

Are There Any Hidden Costs Associated with ActiveCampaign?

As we’ve seen, ActiveCampaign charges based on the number of active contacts you have in your account (unsubscribes + bounced contacts not being counted). When you surpass your contact limit, you won’t automatically get bumped up to the next contact tier. Instead, your campaigns and automations will be paused, and you won’t be able to add new contacts to your account.

To avoid this, make sure you manually adjust your contact limit within the Billing section of your account.

Now that ActiveCampaign no longer offers unlimited email sends, it may also charge overages if you exceed your email sending limit (which is between 10-15x your contact limit, depending on the plan you’re on).

Again, this can be avoided by adding additional email sends to your plan via the Billing section. This will cost you around $5 per additional 5,000 email sends per month.

ActiveCampaign Pricing: Conclusion

ActiveCampaign’s email marketing plans start at $19 a month for the Starter plan. There is no free version, plus the free trial is limited to only two weeks and 100 email sends - which is enough to put some people off ActiveCampaign.

There’s no doubt that you can find cheaper options, especially if you only need to send very basic newsletters. Email marketing newbies might also be a bit nervous about the advanced features, although these don’t necessarily make ActiveCampaign harder to use (in fact, we've even prepared an ActiveCampaign tutorial to help get you started!).

But if you are indeed serious about email marketing, we would definitely recommend ActiveCampaign. Their offer scales reasonably well, and larger organizations will benefit from its comprehensive tools, 24/7 support, and personal training. And they are also very efficient in the way they count their subscribers, so you can easily segment and delete inactive subscribers without worrying about reaching your user limit.

> Try Active Campaign for free for 14 days

FAQ

ActiveCampaign calls subscribers “Contacts” and counts them in four categories: Active, Unconfirmed, Unsubscribed and Bounced. Only Active Contacts are counted as subscribers. That means they have confirmed their subscription (if using opt-in), not unsubscribed and that they do indeed receive your emails.

If you are close to approaching your contact limit, ActiveCampaign will send you an email notification every 15 days until you upgrade your account. They will not automatically upgrade your account for you so you won’t be able to add new contacts. You will also be prevented from creating new campaigns.

Actually you can. ActiveCampaign has a handy Engagement Management tool that lets you remove subscribers who have never engaged with your emails (no open) or not opened them during a certain time period. See screenshot:

Active Campaign: clean your subscribers

Accounts on the Starter and Plus plans have a monthly sending limit equivalent to 10x the size of the contact list. This is increased to 12x the contact list on the Pro list, and 15x the contact list on the Enterprise plan. However, you can also purchase additional email sends in packs of 5,000.

Yes! ActiveCampaign offer a 20% discount for non-profits.

ActiveCampaign’s prices are on the pricier end of the spectrum.

You can compare them with GetResponse’s prices here.

If you’re looking for a cheaper ActiveCampaign alternative, check out this guide. Another very cheap ActiveCampaign alternative is tinyEmail.

The authors

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Charlotte Evans

Content Manager

Hey, I'm Charlotte! I've always been enthusiastic about helping others. After working for various tech startups and eCommerce businesses, I developed a strong passion for email marketing. Now, at EmailTooltester, I'm putting this knowledge to good use by recommending the very best digital tools for your business.

Inka Wibowo

Senior Content Manager

Hi, I'm Inka! I spent the earlier part of my career in agency land, helping businesses of all sizes get their email marketing campaigns up and running. Now, at EmailTooltester, I'm using my experience to help businesses like yours find the best email marketing services for your needs.

Learn more about us

We keep our content up to date

19 Jun 2024 - Pricing updates including new Stater plan and new CRM plans. Removal of bundles
22 May 2023 - General update
17 May 2023 - Updated FAQ's
28 Mar 2023 - Pricing update
10 Feb 2023 - Pricing update
07 Jul 2021 - Features added to table
19 Oct 2020 - Added landing page editor
14 Sept 2020 - Added Conversations feature
02 Sept 2020 - prices updated
01 Apr 2020 - prices updated

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